Naranja X's mobile-first strategy increases leads by 141%

According to a recent study, six out of every 10 Latin Americans turn to the internet for information, to learn something new or, to make a purchase. In 90% of cases, they access the web via a mobile device which opens a window of opportunity for brands that are willing to offer relevant content and high-quality 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, specifically web performance. Using Progressive Web App (PWA), Contentful and Angular 6 technologies, Naranja (and its site visitors) saw very rapid results.

The better the user experience, the greater the business results

Naranja rakes in 70% of its web traffic from smartphones. And, with 53% of users leaving sites that take more than three seconds to load, Naranja looked to optimize for speed. In collaboration with the Aerolab agency, Naranja began developing 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 selected Contentful for its content platform. The company was not only able to improve end user experiences, but it also managed to optimize the loading, editing and administration of all digital pages 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.

Angular 6, a front-end technology for the straightforward creation and management of advanced applications, played a role here as well. It enabled the company to further enhance its omnichannel marketing strategy.

Through redesigning its site, Naranja developers reduced mobile page load times from 14 to five seconds. They also simplified the overall architecture by reducing the number of sections from 16 to six. This increased mobile traffic by 21%.

Naranja's new strategy cut page load times by a power of five.

“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 it up, our main concern was user experience. Everything was designed with the user in mind,” said Silvana Jachevasky, head of marketing at Tarjeta Naranja.

The company implemented a mobile-first strategy that increased site speed, optimized content and generated more traffic. Naranja's digital optimization journey proves that using solutions like Contentful and Angular 6 doesn't just help brands create a more relevant and long-lasting bond with consumers, it fosters their engagement with the digital universe.

This article was originally written and published by Google for its blog, Think With Google.