Contextual offers and product emphasis on a retail banking homepage

• WHO: Digital, CRO & growth teams  
• INDUSTRY: Retail Banking  
• IMPACTED PAGES: Homepage 

Experiment 1: CMAB to serve tailored experiences to unknown users based on contextual signals

Hypothesis: If we use CMAB to serve tailored landing experiences based on contextual signals (time of day, device type, first visit), then engagement will increase because users receive more relevant offers.

Results:

• +18% Increase in homepage engagement 
• +7% Increase in conversion rate 

Takeaways:

1. Tested multiple homepage experiences (default, loans, credit cards) across different contexts, with CMAB dynamically shifting traffic toward the top-performing variants.
2. Contextual optimization is more effective than static targeting, as performance varies significantly by user context. 

Experiment 2: Personalizing the homepage to highlight account openings over lending products

Hypothesis: If we personalize the homepage to highlight account openings instead of lending products, then more non-customers will start their banking journey, because an account is the first step before accessing other products.

Results:

• +12% Prospects viewing bank account pages  
• +$450K Incremental annual revenue

Takeaways:

1. Switching homepage emphasis from lending to accounts made the entry point more relevant for non-customers.
2. Personalization increased engagement with bank account pages and boosted Kinetic app downloads.
3. The variant also lifted the likelihood of opening a Small Business Banking account, showing a downstream impact. 

Leading with accounts instead of loans can increase how many prospects view the account pages

The homepage decides what a non-customer sees first, and that decision compounds. The Personalization Ideation Agentanalyzes time of day, device, and visit context to surface which product should lead for which visitor, rather than leaving that decision to a single static hero banner.