Case study: Naranja

Mobile first: The perfect strategy to boost growth

Naranja, the number one credit card issuer in Argentina, set out to optimize its website in order to boost performance. By using tools such as Progressive Web Apps, it developed a mobile-first strategy which allowed it to speed up its page, optimize its content and generate more traffic.

Today, six out of every 10 Latin Americans turn to the internet to meet their needs — such as looking for information, learning how to do something or making a purchase (1). In 90% of cases, they access the web through their mobile devices (2). This opens a window of opportunity for brands that are willing to offer relevant content and better mobile browsing experiences.

Based on these insights, Naranja, a leading Argentinian financial services company with more than 30 years of experience, set out to improve its website in order to boost its performance. And, using Progressive Web App (PWA), Contentful, and Angular 6 technologies, it saw very rapid results.

The better the user experience, the greater the business results

70% of Naranja’s web traffic comes from smartphones and 53% of users leave a site if it takes more than three seconds to load (3). Therefore, Naranja, in collaboration with the Aerolab agency, began to develop a mobile-first strategy. It decided to try PWAs, a set of modern web APIs that, among other things, help improve loading speeds. In doing so, it became the first site in the financial sector to use this technology.

With a focus on offering useful content that is both simple and agile to navigate, Naranja chose to use the Contentful tool. They were not only able to improve the user experience, but also managed to optimize the loading, editing and administration of its page thanks to Contentful’s easy-to-use interface. And, since Contentful serves as the centralized space where all digital data is stored, organized, and disseminated, Naranja was able to publish once and make changes across all channels at once.

In addition, thanks to Angular 6 (a front-end technology for the straightforward creation and management of advanced applications), the company enhanced its omnichannel marketing strategy.

Naranja Visual (1)

Through redesigning its site, they reduced the loading time of its mobile page from 14 to five seconds and simplified its architecture by reducing the number of sections from 16 to six. This increased mobile traffic by 21%.

This strategy allowed Naranja to triple the loading speed of its website.

“When setting the objectives for the redesign of Naranja.com, we put the customer at the center. We devised and created processes and solutions that allowed us to generate fun, simple, and agile content. To sum up, one of our main concerns was user experience, and everything was designed with the user in mind,” said Silvana Jachevasky, head of marketing at Tarjeta Naranja.

The company implemented a mobile-first strategy which allowed it to speed up its site, optimize its content and generate more traffic. Using solutions like Contentful and Angular 6 doesn't just help brands create a more relevant and long-lasting bond with consumers — it also helps foster their engagement with the digital universe.

Sources:

This article was originally written and published by Google, in Spanish, for the Think With Google Blog.

(1), (2), (3) Google/Nodus study “Sitios móviles en Hispanoamérica: panorama y oportunidades” ("Mobile sites in Latin America: panorama and opportunities"), SPLA, November 2018.

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