Case Study: T-Mobile achieves up to 16% higher phone click‑throughs and up to 56% higher average order value with Adobe Target

T-Mobile, breaking barriers to service

T-Mobile, the national "un‑carrier," needed to break customers' contract-driven assumptions and quickly learn who its audiences were to deliver more relevant, mobile‑friendly experiences. To define segments, scale testing and personalization, and adopt an integrated digital marketing platform, T-Mobile implemented Adobe Target (as part of Adobe Marketing Cloud) alongside Adobe Analytics and Adobe Experience Manager.

Using Adobe Target for A/B and multivariate testing and audience targeting (fed by Adobe Analytics) and Adobe Experience Manager for rapid, responsive site rollout, T-Mobile deployed targeted banners, a credit‑estimator on product pages, and reusable mobile components. The Adobe Target‑driven program lifted phone click‑through rates by up to 16%, increased average order value by up to 56%, raised mobile banner conversion from 9% to as high as 34%, grew online account updates by 23%, reduced page‑load times by about 80%, and helped move T-Mobile to first place in JD Power’s Wireless Customer Care rankings.

T-Mobile

Ryan Pizzuto

Manager, Web Testing & Optimization