Case Study: E*TRADE achieves 5:1 ROI and 13.5% site conversion lift with Adobe Digital Marketing Suite

E*TRADE sees 5:1 return on investment with the Adobe Online Marketing Suite

E*TRADE, a major online financial-services firm, needed to turn brand-driven traffic into customers by understanding individual visitor needs and delivering tailored experiences—without tying up internal IT resources. The challenge was to gain actionable, scalable insights to improve on-site conversion and personalize offers for different account types and service levels.

E*TRADE implemented the Adobe Digital Marketing Suite (SiteCatalyst, Discover, Test&Target and Test&Target 1:1) to capture visitor behavior, run A/B and multivariate tests, build look‑alike models, and automatically deliver personalized messages. The program enabled systematic testing and segmentation, produced a 215% lift in campaign conversion and a 13.5% overall site conversion increase, and delivered better upsell/cross‑sell capability while exceeding a 5:1 ROI for two consecutive years.

E*TRADE

Michael Thomas

Director of e-marketing, E*TRADE Financial