Iberdrola

Helping Iberdrola shine as a top energy player in Spain, France, Germany, Italy, and Portugal, across all things digital

UX-UI Design + Data & CRO + CRO

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IKEA

Designing the present and future of a global brand, from the inside out

UX-UI Design + Data & CRO + CRO

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Abanca

Driving Digital Conversion at ABANCA: Personalization, Data, and Real Results

Industry

Banca

Services

Data

CRO

Landing Pages

Timeline

6 months

Problem Context

ABANCA faced an ambitious challenge: to improve conversion across its digital products and deliver a more personalized, seamless, and effective user experience. X

The key? Data, design, and an integrated strategy combining advanced analytics, personalization, and digital experience optimization.

Our knowledge of data for digital products, combined with the expertise of ABANCA's teams and their strategy in financial products, has enabled us to achieve improvement rates above the market average, demonstrating the value of a collaboration based on shared vision and mutual specialization.

Our Approach

By implementing website personalization strategies, segmentation based on propensity models, and UX/CRO optimization, we aimed to increase product conversion rates and enhance the overall digital user experience.

The challenge

Personalize Intelligently, Optimize Precisely

Challenge 1: Personalization Boost

Implement dynamic website personalization to strengthen the user-bank relationship and increase engagement.

Challenge 2: Navigation- and Propensity-Based Experimentation

Develop segmentation strategies based on user behavior and predictive models to enhance user retention and conversion rates.

Challenge 3: Conversion Driven Design

Redesign the initial stages of key product funnels, such as the “Cuenta Clara” account, to make them more intuitive, user-friendly, and efficient.

Challenge 1

Challenge 2

Challenge 3

Process

A Three-Phase Strategy

Phase 1: Post-Login Personalization

We developed dynamic modules triggered after login, displaying relevant content to boost both engagement and customer insight.

Phase 2: Smart Audiences

We defined segments using predictive models and propensities. Users were shown products they had previously visited but not contracted, maximizing the chances of conversion.

Phase 3: User-Centered CRO

We applied UX principles and conversion-oriented design to improve the product onboarding experience, starting with a redesigned and optimized initial funnel.

Results

The improvements led to a significant increase in the effectiveness of ABANCA’s digital processes:

‍

+17%

Increase in product onboarding starts

+43%

Increase rate in cross-selling of related products.

Over 53%

Increase rate in recovery of initiated processes.

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