Case Study: RBS boosts mobile loan conversions 20% and accelerates optimization with Adobe Target

RBS, Earning Customer Trust

RBS, a centuries‑old bank focused on modern banking and regaining customer trust, faced fragmented systems, data silos, and low mobile conversions. To become more data‑driven and deliver relevant cross‑channel experiences, RBS adopted Adobe Marketing Cloud — including Adobe Target, Adobe Experience Manager, and Adobe Analytics — to unify content, analytics, and personalization.

Using Adobe Target and the broader Adobe Marketing Cloud, RBS consolidated 40 content systems into one platform, ran 100+ optimization tests, and deployed personalized experiences faster. The initiative cut time‑to‑market from months to two weeks, made site updates 42% faster, and lifted mobile loan application completions by 20%, while improving legal review times and cross‑team communication.

RBS

Giles Richardson

Head of Analytics