Case Study: ING Direct achieves up to 45% higher online conversion and 30% fewer service calls with Adobe Digital Marketing Suite

Leading European retail bank uses Adobe® Digital Marketing Suite to boost online conversion by up to 45% and enhance customer experiences

ING Direct (Italy), a leading European retail bank with a largely online customer base, needed deeper, data-driven insight into how visitors interacted with its site to boost conversions, improve content relevance, and reduce reliance on its call center. The challenge was to move beyond basic page counts to understand visitor paths, segment users, and optimize the digital experience across channels.

By deploying the Adobe Digital Marketing Suite (SiteCatalyst, Discover, Genesis, Test&Target, Survey and Adobe Consulting) ING Direct implemented analytics, segmentation, A/B and multivariate testing, and integrated data to personalize content and refine navigation. The program delivered banner conversion lifts up to 45%, a 25% increase in prospect landing-page conversion, a 30% reduction in calls for targeted segments (and 10% fewer repeat calls), plus higher overall engagement and a flexible multichannel analytics platform for ongoing optimization.

ING Direct

Paolo Giambertone

Head of Web Channel, INGDirect