Case Study: National Australia Bank achieves agile digital experiences and a 45% conversion lift with Adobe Experience Manager

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 replace legacy content management systems that limited its ability to deliver timely, personalized, multichannel experiences. To build an agile, integrated digital platform, NAB adopted Adobe Experience Manager as part of Adobe Marketing Cloud, alongside Adobe Analytics and Adobe Target, to improve content velocity and mobile/customer personalization.

Using Adobe Experience Manager, NAB empowered content teams to publish and test changes rapidly, driving a 400% increase in content changes and faster mobile rollouts; one redesigned personal loan form improved conversion rates by 45%, a campaign produced a 30% uplift in applications, mobile single‑click applications jumped 430% in the first week, and the bank projects $5.6M in infrastructure and licensing savings over five years. Adobe Experience Manager’s integration with Adobe Analytics and Target enabled A/B and multivariate testing, faster response times, and measurable boosts in cross-sell and annual applications.

National Australia Bank

Todd Copeland

General Manager of Digital