Case Study: National Australia Bank achieves 45% conversion lift and 400% more content changes with Adobe Analytics

National Australia Bank engages customers worldwide across devices

National Australia Bank (NAB), one of Australia’s largest financial institutions serving over 12 million customers, needed to overhaul its digital strategy to deliver more relevant, personalized and mobile-first experiences. NAB was already using Adobe Analytics to monitor customer interactions but found its legacy content management platforms limited agility, slowed updates and constrained multichannel sales and personalization.

NAB deployed Adobe Experience Manager alongside Adobe Analytics and Adobe Target within Adobe Marketing Cloud to build a cloud-hosted, agile content platform that empowers content teams to publish quickly and run tests. With Adobe Analytics driving insights and optimization, the bank achieved measurable results: a 45% lift in conversion for a redesigned loan form, a 400% increase in content changes, a 30% uplift in product applications, a 430% spike in mobile submissions on launch, roughly 3,000 extra credit-card applications per year, and a projected $5.6M infrastructure/licensing saving.

National Australia Bank

Todd Copeland

General Manager of Digital