Device targeting and student routing on a retail banking mobile page

• WHO: Digital, CRO & product teams  
• INDUSTRY: Retail Banking  
• IMPACTED PAGES: Mobile app page, Product page 

Experiment 1: Rules-based personalization to drive app downloads by device type

Hypothesis: If we apply rules-based personalization based on device type, then app downloads will increase, because customers see a contextual widget at the right moment.

Results:

• +82% Increase in app downloads 
• +$3.5M Incremental customer value 

Takeaways:

1. Personalized app prompts on mobile web pages led to an 82% uplift in app downloads.
2. The simplified, rules-based template made it easy to deploy personalization at scale.
3. The experiment generated $3.5M in incremental customer value, proving the commercial impact of device-based targeting. 

Experiment 2: Directing international students to the correct account journey

Hypothesis: If we signpost international students to the correct account journey, then app starts, and completions will increase, because fewer students will go down the wrong path and drop off. 

Results:

• +6.6% Uplift in app starts  
• +654 Application starts  
• +£280K Annual incremental revenue 

Takeaways:

1. Adding a banner to direct international students increased clarity in the journey, driving +6.6% uplift in app starts.
2. Correct routing reduced drop-offs in the UK student account flow, showing value in customer segmentation. 

Experiment 3: Highlighting the correct international application journey

Hypothesis: If we highlight the correct international application journey and reduce the prominence of the UK option, then more non-UK users will complete applications, because they are guided to the right path instead of being rejected or down-sold.

Results:

• +73% Increase in international applications  
• +128% Intl App Submits on mobile and Premier pages  
• +148% More application completes on mobile and Premier pages  
• -42% Decrease in UK applications (traffic rerouted correctly) 

Takeaways:

1. Updating the CTA to "Apply Now" and pointing directly to the international flow increased international app submissions by 73%.
2. Reducing UK prominence cut UK App Starts by 42%, confirming traffic was rerouted correctly.
3. Mobile and Premier pages saw the biggest uplifts, with up to 128% more international app submits and 148% more completes. 

Signposting international students to the right account can raise the number of applications

The Personalization Ideation Agent surfaces specific opportunities based on customer behavior, so routing decisions like these are built on data rather than a hunch.