The Mercado Pago team approached us to overcome several barriers limiting the adoption of their payment gateway in Mexico, particularly among small and medium-sized eCommerce businesses.
They lacked active strategies to promote the integration of their solution on eCommerce platforms, meaning users had to discover it on their own within the list of available payment options.
In addition, they aimed to increase engagement and strengthen relationships with current clients to drive a higher transaction volume.
Cliento developed a strategy tailored to the company’s needs, focused on the following actions:
Focus groups were conducted with users and partners to gain firsthand insights into their experience with the payment gateway and understand which product attributes they valued most.
These insights were used to improve communication and design digital assets aligned with the target audience’s expectations and priorities.
Additionally, various profiles of potential users were identified, with a deep dive into their needs, challenges, and motivations when selecting a payment processing solution.
As part of the process, the customer journey from discovery to product installation was mapped out to define key messages and ensure a smooth, consistent experience at every stage.
The HubSpot platform was implemented, integrating the Marketing and Sales modules to build workflows, optimize landing page conversion rates, and enhance the user experience.
Lead nurturing efforts were executed via email marketing campaigns with educational content and high-value resources—aimed at improving user engagement and increasing conversion rates.
Data from multiple sources was consolidated, and new acquisition channels were developed to expand reach and diversify touchpoints.
The sales team in Mexico was trained through the implementation of tools, processes, and content designed to facilitate the follow-up of qualified prospects and accelerate conversions.
As part of the strategy, a communication flow through the call center was added to complement digital efforts with direct contact.
Cliento also collaborated with teams in Argentina and Brazil to align strategies, share best practices, and strengthen user acquisition efforts across the region.
With Cliento’s support, Mercado Pago achieved multiple milestones, including:
driven by email marketing efforts and landing page conversion rate optimization.
powered by stronger partner acquisition and effective engagement strategies.