Case Study: Synchrony achieves a 7% increase in credit card applications with Dynamic Yield

Leading financial organization runs personalization and UX A/B tests and achieves 7% lift in credit card applications

Synchrony, a major provider of consumer and business financial services, needed to simplify discovery across its many credit, financing and savings offerings and better guide both new and returning customers. Facing increased competition in digital banking, the team sought a solution to tap customer intent and behavioral data, integrate CRM signals, and easily test and personalize site experiences in real time.

By partnering with Dynamic Yield and ingesting LiveRamp-enriched CRM data, Synchrony deployed personalized homepage recommendations and ran A/B tests on its healthcare provider locator and homepage banner to optimize CTAs and messaging. The targeted recommendations raised click-through rates by 12% for cardholders, removing a distracting banner CTA increased high-intent application submissions by 4.5%, and a UX variant on the locator page drove a 7% lift in credit card applications among non-members.

Synchrony