Santander

Information about the company

Banco Santander, S.A. is a Spanish multinational commercial bank and financial services company based in Madrid and Santander in Spain. Additionally, Santander maintains a presence in all global financial centres as the 16th-largest banking institution in the world. Although known for its European banking operations, it has extended operations across North and South America, and more recently in continental Asia.

Commercial approach

With a priority to grow customer loyalty and market share for Santander U.K.’s digitally-savvy customers, the bank partnered with iProspect to improve their mobile user experience. With a much speedier, frictionless mobile site – accompanied by a pivot in paid media spend – they saw a boost in business results.

Santander U.K. has 14 million active U.K. customers and 5.5 million of those are digitally-savvy. Therefore, a key strategic priority was to grow customer loyalty and market share of their online offering.With many customers using the bank’s services on their mobile phones, Santander U.K. set out to improve the conversion rate of product applications on the mobile site – so they teamed up with the performance marketing agency iProspect.

Google Ads success story

Santander, iProspect, and Google ran a full audit of the homepage and key product landing pages. The audit provided competitor analysis as well as a structured set of findings and recommendations to improve site load times.

Having identified mobile site speed impediments, Santander developers implemented changes that focused on areas such as JavaScript loading, JavaScript requests, and critical asset fixes. The mobile site load time immediately improved by 2.5 seconds for key pages, propelling the bank’s Lighthouse performance score into the top 10% for the U.K. market.

Results

- Loading up to 23% faster.
- the paid search click-through rate improved by 11%.
- Cost per click dropped by 22%.
- Cost per conversion fell by 15%.