Santander
Discover how one Plain Numbers Practitioner used numeracy insights to achieve #1 Google rankings and 30% click-through rate
Introducing Mimi
Mimi Oloni, Engagement Journey Manager at Santander UK, optimises customer experiences across the bank’s digital platforms. Her role involves analysing customer behaviour to improve end-to-end customer journeys on Santander’s website.
Working primarily with savings products but covering everything from current accounts to credit cards, Mimi’s focus is ensuring customers can easily understand and navigate to the products and services they need.
“The training provided real-life examples, clear presentation materials, and discussions with other people from various organisations which was very beneficial. I liked hearing what they do in their roles and drawing out the similarities between the sectors.”
Becoming a Plain Numbers Practitioner
“From start to finish the training was outstanding".
When Mimi was selected to attend Plain Numbers training, she approached it with an open mind, despite initial reservations. “I heard about numbers and was a bit like, ‘oh, gosh, I’m not the biggest fan of numbers, but I’m always eager to learn’”, she recalls.
Instead, she found the course fascinating. “The training provided real-life examples, clear presentation materials, and discussions with other people from various organisations which was very beneficial. I liked hearing what they do in their roles and drawing out the similarities between the sectors.”
Most importantly, it introduced her to a key statistic that would reshape her approach – around 50% of adults in the UK have the numeracy skills expected of a primary school child.
“When I heard that, I thought that’s really interesting. I’ve always had a customer-centred lens but this let me review our website with that new numeracy lens in mind”, Mimi explains. “That’s when the savings and investment page came into play”.
Before
After
Putting theory into practice – the Savings vs Investing Page.
Armed with these new insights, Mimi tackled the savings vs investing page redesign. “This page was very number heavy and after the Plain Numbers training, I could see how much better it could be”, says Mimi.
Her use of the Plain Numbers Method:
Applied Plain Numbers Principles for presenting numbers clearly and in an understandable context.
Implemented layered hierarchy so customers could easily compare savings vs investing options
Added clear call-to-actions directing customers to next steps and support pages.
These Plain Numbers Principles were integrated with her existing toolkit. Including:
Used Readable scoring to ensure high readability.
Conducted UserZoom research with target customers to test comprehension.
Mimi submitted her work to achieve the Plain Numbers Mark – a certification that confirms the Plain Numbers Method has been applied to the highest possible standard.
The certification process involved multiple rounds of expert feedback. “The Plain Numbers team were really engaged in helping me get the communication as good as it could be,” she explains. “The feedback made sense, was clearly from a place of expertise and ultimately guided me in making the page a success.”
Click on the images to view the detail.
Traffic and SEO Performance
Over 9,000 visits to the page
50% of traffic from organic search (up from 46% previously)
Ranked #2 on Google for "savings and investments"
Ranked #1 on Google for "difference between savings and investment"
"We can see the page is not only engaging but it's also supporting people in decision making in terms of whether to save, invest or do both. That’s key to what we want to achieve. We want people to feel informed enough that they can make the right choice for their personal finances"
Mimi Oloni.
Measurable results
Since the improved page went live the results have been impressive:
30% of visitors now go to the savings and ISA hub page (up from 14% previously) - representing a significant increase in customers wanting to explore products further
8% use the investments and savings calculator to explore specific options
5% explore the investments page for more detailed information
The 30% engagement figure is particularly striking - it means nearly one in three visitors are now motivated to take the next step and explore actual products, compared to just over one in seven previously.
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Lasting Impact
The success of this project has reinforced Mimi's commitment to Plain Numbers Principles across her work.
"Now that I've done the training, when I do look at a piece of work or copy or a web page, I look at the numbers and their context," she explains. "Is this something that customers will understand? Is that number actually necessary, or is there a way of us presenting it better with a diagram, iconography, or another way of showing that data?"
Mimi continues to engage with the Plain Numbers Community through Plain Numbers events and workshops, finding value in staying connected with other practitioners and building on her initial training.
Numbers shape what people understand, how they make decisions, and who they trust.
Get them right, and you can unlock a whole new level of clarity, confidence, and connection with your customers. We can show you how.