Case Study: National Australia Bank achieves 400% more content changes and a 45% conversion lift with Adobe Experience Manager (Adobe)

National Australia Bank engages customers worldwide across devices

National Australia Bank (NAB), a major Australian bank serving over 12 million customers, needed to modernize its digital strategy as mobile usage rose. Its existing content management systems constrained rapid delivery of personalized, multichannel experiences and slowed product and campaign updates.

NAB implemented Adobe Experience Manager alongside Adobe Analytics and Adobe Target, moving to an agile, cloud-hosted platform that let content teams publish changes without IT. The rollout drove a 400% increase in content changes, a 45% lift in conversion for a redesigned form, a 30% uplift in product applications, a 430% jump in mobile single‑click applications in the first week, projected $5.6M infrastructure/licensing savings over five years, and markedly faster response times.

National Australia Bank

Todd Copeland

General Manager of Digital