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

National Australia Bank engages customers worldwide across devices

National Australia Bank, one of Australia’s largest financial institutions serving over 12 million customers, faced limitations with legacy content-management systems that slowed digital updates and hindered personalized, multichannel experiences. To enrich digital channels, deliver relevant content, and adopt an agile platform, NAB turned to Adobe Marketing Cloud solutions—including Adobe Experience Manager, Adobe Analytics and Adobe Target—to rebuild its digital strategy.

Using Adobe Experience Manager as the core CMS and Adobe Target for A/B and multivariate testing (with Adobe Analytics for insight), NAB moved to a cloud-based, agile publishing model that empowered content teams and sped delivery. The Adobe solutions drove measurable impact: a 45% lift in conversion for a redesigned loan form, 400% more content changes by teams, a 30% uplift in applications for one product, ~3,000 extra credit-card applications annually, a 430% spike in a mobile application submission in the first week, a projected $5.6M infrastructure/licensing saving over five years, and many pages seeing response times improve by 100%—with Adobe Target central to optimization and testing.

National Australia Bank

Todd Copeland

General Manager Of Digital