Cash Mobile website
CASE STUDY
About
Cash is the leading credit and microfinance company in Uruguay.
In addition to providing services through its physical branches, Cash has online loan services through its website, facilitating and increasing the possibilities of access to loans, to thousands of people throughout the country.
Challenge
The directors of Cash informed us of the need to improve the performance of their website, since the loading speed of the site, especially from mobile devices, was not as expected. Mobile accesses represent 90% of their monthly visits, so this turned out to be the weakest point of their online business.
Cash team’s initial idea was to optimize the code of its web platform. Because we had been working as their technology partners for a year, and we knew the condition of the code thoroughly, we swiftly discarded that thought. Instead, we suggested making a custom development that addresses the needs of their business and solves the problems of the current platform.
Solution
We divided the project into two phases. The first phase dedicated to rethinking the user experience, focusing on mobile-first and designing an architecture that would allow us, in a second phase, to scale the platform to desktop users.
First Phase: CMS + Mobile website
We developed a CMS that allows the creation of specific content for the mobile platform. We implemented the front-end with a UX designed and optimized for access via mobile devices, using the latest web technologies.
Second Phase: desktop website
Once we launched the mobile website, we extended the functionality of the platform (CMS) to the desktop site. At this stage, we also developed a new landings tool so that the client can make specific promotions with different loan options.
Project Goals
- To reduce the mobile site’s loading time
- To increase the loan form conversion rate
Benefits of a Mobile website and the new CMS
- Mobile site loading efficiency
- Possibility of content diversification
- Single administrator
- Specific usability by devices (clean code)
- Security, scalability, and updating
- Reduction of future implementation costs
How we did it
We worked with the Scrum framework, which allowed us to validate and improve the product with client sprint to sprint.
In order to create a unique UX tailored-made for our clients, we used google analytics to make UI design decisions. Knowing the screen resolutions and the devices from which users enter the site was essential to focus and optimize design and QA efforts during the project.
Results
We were able to reduce the homepage loading speed from 9 to 4 seconds. With the cache system implemented at a server level, we also reduced the second entry loading speed to less than 1 second.
Bounce Rate dropped from 60% to 35% in 4 months.
Entries to the loan application form increased by 10 times from August to September. Moreover, within a month of launching the platform, the form conversion rate went from 2.24% to 20%.
%
Improved bounce rate
%
Reduced loading page speed
%
Improved conversion rate
The client said:
“Lithium is a company that works with great professionalism, compromised with the solutions they offer to their clients.
The team is integrated by prominent professionals both in their knowledge and experience, as well as with the right attitude to make things happen.”