2 months
UniCredit Campaign Page Doubles Conversion Rates
With flexible Xperience by Kentico solution
Client
<p>UniCredit Bank CZ&SK is one of the top four banks in the Czech Republic, known for empowering communities and fostering progress across Europe. As a pan-European bank, UniCredit Bank leverages collective strength to deliver exceptional value to clients, employees, and investors.</p>
Challenges
<p>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. </p><p>This limitation directed traffic to standard product pages, resulting in traffic loss and difficulties with accurately measuring CTA clicks. </p>
Goals
<p>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. </p><p>Additionally, UniCredit Bank wanted to test Kentico’s capabilities as a potential CMS alternative without heavy investment in licences and development.</p>
Results
<p>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. </p><p>This case underscores the importance of CMS flexibility, demonstrating that with the right tools, marketing teams can operate independently and achieve superior results.</p>
Solution
<p>Actum developed an optimized campaign page using Xperience by Kentico (XbK) to funnel traffic towards the "Open Account" CTA. </p><p>We focused on strategic CTA placement, streamlined content, and minimal distractions to enhance user engagement. The CTA click-through rate was measured as a KPI using the Hotjar tool.</p><p>The existing page (Option A) couldn't be easily fine-tuned due to its structure and development cost. In contrast, the Kentico landing page (Option B) provided a seamless user journey, increasing CTA interactions. Both pages adhered to the bank's global Corporate Guidelines, but we leveraged our UX expertise to optimize content and CTA placement within these guidelines. </p><p>Actum handled the development and Kentico provided a trial license, ensuring smooth live testing.</p>
Results
+13%pt.
CTR
Kentico requested
for upcoming campaigns
Services & Technologies Involved
Services:
Technologies:
Discover Technologies and Services
- Services
- Technologies