Bitso Growth Engine

Overview

Bitso's website handled 50M+ yearly sessions across Latin America, but a single global homepage was trying to serve fundamentally different markets. Mexico, Brazil, Colombia, and Argentina each had different products, trust barriers, and user maturity levels yet everyone landed on the same page.

The result: a 1% conversion rate and a value proposition that resonated with no one specifically.

Discovery

Quantitative analysis

We started with funnel and behavioral data across 4 markets:

• 68% of new visitors bounced within 8 seconds

• 42% never scrolled past the first fold

• Only 12% of visitors from Brazil interacted with content designed for the Mexican market (which was the default)

• Heatmaps showed users scanning for trust signals that didn't exist on the page

User research (12 interviews, JTBD framework)

We interviewed users across Mexico, Brazil, and Colombia. Three patterns emerged:

1. "I need to feel safe before I act" — 9 of 12 users mentioned trust as their #1 barrier. They wanted regulation info, social proof, and clear money-back language.

2. "I don't understand how to start" — 7 of 12 couldn't describe the onboarding steps after visiting the site. The CTA said "Sign up" but users didn't know what happened next.

3. "This doesn't feel like it's for me" — Brazilian users expected Pix-related language. Colombian users looked for remittance features. The generic messaging felt foreign.

Core insight

Crypto adoption isn't a feature problem it's a trust + clarity problem, and both vary by market.

Strategy

We shifted from one static global page to a modular storytelling system where each market experience could:

• Lead with locally relevant value propositions

• Address market-specific objections

• Guide users through a visible onboarding path

  
  

Information architecture (before → after)

Before: One homepage → generic product list → sign up
After: Localized landing → benefit-driven narrative → trust layer → 3-step onboarding preview → sign up

Design Process

Wireframes & testing

We created 3 structural variants for the homepage and tested them with 45 users (15 per market) using unmoderated Maze tests:

Decision: We combined B's narrative flow with C's trust-first hierarchy — leading with localized social proof, then telling the product story, then converting.

Key design decisions

1. Localized hero sections: Each market got a unique hero with local language, currency, and product focus. Brazil led with Pix. Mexico led with crypto buying. Colombia led with remittances.

2. 3-step onboarding preview: Instead of a blind "Sign up" CTA, we showed a visual 3-step path: Create account → Verify identity → Start with $100 MXN. This reduced the "what happens next" anxiety from research.

3. Trust bar component: A persistent module showing regulation badges, user count, and transaction volume — localized per country. This single component increased trust perception scores from 2.8 to 4.2 in follow-up tests.

4. Modular section library: We built 18 reusable content blocks that marketing could assemble per market without engineering support. Each block had defined content slots, responsive behavior, and localization rules.

Design System

The modular system became a growth tool:

• 18 content blocks with defined variants

• 4 localized templates (MX, BR, CO, AR)

• 30+ pages rebuilt using the system

• Marketing team could launch a new localized page in 2 days (previously 3 weeks)

Results

Business impact

Operational impact

• Page deployment time: 3 weeks → 2 days

• SEO organic traffic: +35% in 6 months

• Reduced dependency on engineering for marketing pages

Takeaway

When products differ by market, storytelling must adapt. We didn't redesign a website we built a system that lets the right story reach the right user in the right market.