Embeddable calculators for B2B financing partners

Company

🏦 Santander

Skill Area

B2B lead generationProduct & Development

Tool Stack

UmbracoHTML/CSSJSFigma

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Overview

🔍 Context	Development of embeddable co-branded financing calculators for Santander Consumer Finance's retail partners, enabling customers to calculate financing terms directly on e-commerce websites during checkout.
🎯 Objectives	• Increase financing penetration (CR%) from retail channel • Needed future-proof integration method beyond iFrames • Required minimal implementation effort for partner IT teams • Needed to feel native to partner websites while maintaining brand consistency • Create linkable assets that can be wide-spread, exploit existing partnerships and have quality links going to site • Required cookieless tracking for GDPR compliance
🚀 Key Achievements	• Designed custom JavaScript widget architecture with flexible styling options • Created backend calculation engine to handle complex financing algorithms • Implemented first-party cookieless tracking solution to maintain user journey data • Developed partner-specific configuration options for fast but seamless integration

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As Digital Marketing Manager at Santander Consumer Finance, I successfully:

Created technical and functional requirements & user stories based on existing calculator behaviourial data, heatmaps, and event analytics
Collaborated with UI designer to create user-focused prototypes that balanced Santander brand guidelines with configurable brand assets (of partners)
Designed technical flow / architecture to integrate within existing website CMS and governance set up

Commercial Lead: Led the project from concept to execution, including decision to and managing outsourced development via external Poort80 agency to preserve internal IT resources, integrating the calculator application within the existing Umbraco website CMS set up
Partner Research: Investigated and documented partner requirements for branding, customization options, and IT implementation constraints, working closely with Account Management teams and end retailers
Analytics & Measurement, Privacy-Focused: Set up a first-party cookieless tracking approach (using SimpleAnalytics) to maintain analytics capabilities without requiring cookie consent opt-in while still remaining fully compliant, since use of cookie banner was not an option

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The embeddable calculator system we designed included:

Lightweight Embeddable Widget: Minimal footprint JS widget that loaded asynchronously to avoid impact on partner page performance and minimal IT resources to implement
Partner CMS Portal: Dedicated content management system sub section access for partners to adjust calculator branding colors and styling while maintaining Santander elements
Robust Calculation Engine: Secure backend calculation service handling complex financing algorithms, interest rates, and term structures
Configuration Management System: Partner-specific dashboard for managing calculator settings, and styling without code changes while allowing internal Santander business PM user to easily adjust product offerings and pricing
Cookieless Analytics Integration: Implemented server-side event tracking using first-party data to maintain complete funnel visibility without cookie consent barriers and still remain complaint (without tracking individuals, only aggregate engagement data)
Developer-Friendly Documentation: Created comprehensive implementation guides with code snippets, reducing partner integration time to under 30 minutes once CMS set up was ready

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65% adoption rate among targeted retail partners within first six months (60% improvement over previous 40% adoption rate)
12% lift in credit penetration rate among top target retailers, directly increasing financing application volume
Improvement in partner acquisition / sales, with calculators becoming a key selling point in new accounts proposals
Strengthened partner relationships by providing technology that enhanced their customers' experience while driving mutual business growth
Reduced implementation barriers with a solution that partners could implement with minimal IT resources
Increased high quality relevant backlinks from partners as the embeddable widget was a quality asset for partner network to use and add a link with

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