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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Santander

Audience Optimization to Unlock Conversion

Industry

Banca

Services

CRO

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Timeline

-

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Starting Point

The Banco Santander team identified a bottleneck in their digital activation process: users were reaching the registration landing page but not completing the product sign-up.

This landing page served as the main conversion asset and the primary performance measurement point for acquisition campaigns.

After several internal efforts that yielded no significant improvement, the bank brought in Garaje de Ideas as a specialized partner in Conversion Rate Optimization (CRO) and performance-oriented analytics.

Hypothesis

By implementing app personalization strategies, segmentation based on propensity models, and UX/CRO optimization, we can increase product sign-up conversion and improve the user’s digital experience.

The Challenge

Rewriting the Strategy from the Ground Up: People First

From the initial diagnosis, it became clear that the conversion issues were not limited to the landing page experience. There was a mismatch between the target audiences and the messaging used in media campaigns.

Challenge 1: Poorly segmented audiences

Campaigns were targeting underqualified profiles or individuals with low interest in the product, which negatively impacted CPL and conversion rates.

Challenge 2: Misalignment between audiences and value propositions

New audience definitions were needed, based on actual behavioral models and refined data.

Challenge 3: Suboptimal user experience

The structure, copy, and design of the landing page were not tailored to the segments with the highest conversion potential.

Challenge 1

Challenge 2

Challenge 3

WORK PROCESS

From In-Depth Diagnosis to Smart Testing

Phase 1 - Comprehensive audit of previous audiences and campaigns:

We identified misalignments between audiences, messages, and results.

Phase 2 - Creation and validation of new buyer personas

Activation on Google, Meta, and LinkedIn using multivariate testing.

Phase 3 - Relentless Validation

A/B testing of landing pages and user journeys to maximize the performance of the “Become a Client” campaign.

Results

+14%

Conversion

When Reaching the Right Audience Changes Everything

Audience and messaging optimization led to a clear improvement in campaign performance, unlocking real growth in new customer acquisition and increased advertising efficiency.