UniCredit Campaign Page Doubles Conversion Rates
With flexible Xperience by Kentico solution
Challenges
UniCredit Bank’s marketing team wanted to explore new ways to enhance UX and increase website conversion rates. The client wanted to run an A/B test to determine if having a dedicated landing page would improve the conversions. Their current CMS, a comprehensive and heavy platform, required extensive development for specialised pages, causing delays and high reliance on the IT team.
This limitation directed traffic to standard product pages, resulting in traffic loss and difficulties with accurately measuring CTA clicks.
Goals
The primary objective was to measure, through live A/B testing, whether the dedicated campaign page would improve their campaign results. The test compared the standard product page on an existing platform against a specialized product page built on the newest Kentico platform.
Additionally, UniCredit Bank wanted to test Kentico’s capabilities as a potential CMS alternative without heavy investment in licences and development.
Results
The A/B test that lasted 2 months, revealed that personalized landing pages on Kentico significantly improved conversion rates, increasing CTR from 12% to 25.4%. This boost highlights the need for marketing teams to have flexible and efficient tools. Actum's expertise enabled UniCredit to quickly implement and test the Kentico solution without lengthy development processes or major investments.
This case underscores the importance of CMS flexibility, demonstrating that with the right tools, marketing teams can operate independently and achieve superior results.
2 months
Live test
+13%pt.
CTR
Kentico requested for upcoming campaigns
“This project confirmed that it is necessary to accept the latest trends and constantly work on the customer journey in a web/mobile environment. The results only confirmed our assumptions. However, I would point out one thing that was extremely important - measurements - numbers. This is a key parameter for evaluation and I am glad we did not underestimate this part either. At the same time, I would like to thank all colleagues from ACTUM Digital, they helped us "break through" a lot of things internally and everything worked out perfectly”