Challenges

UniCredit’s existing CMS, a robust but complex platform, required extensive development work for specialized pages, leading to delays and a heavy reliance on the IT team. All campaign traffic was directed to standard product pages, which resulted in traffic loss and challenges in accurately tracking CTA clicks. 

The marketing team sought a more flexible technology solution that would enable them to act with greater agility when creating customized campaign pages. They wanted to conduct an A/B test to evaluate whether a specialized campaign page built in Xperience by Kentico would deliver better results compared to their existing standard product page.  

In addition to improving campaign outcomes, UniCredit Bank also wanted to assess Kentico’s capabilities as a potential alternative CMS without making a heavy upfront investment in licenses and development.  

Solutions

ACTUM managed the development of the test while Kentico provided a trial license to ensure seamless live testing. The project ran for two months, from April to May 2024. 

ACTUM created an optimized campaign page using Xperience by Kentico (Option B), aimed at driving traffic toward the "Open Account" CTA, which would be measured against the existing product page (Option A). 

While both pages adhered to UniCredit Bank’s global Corporate Guidelines, ACTUM was able to leverage its UX expertise to enhance content and CTA placement on the Xperience by Kentico landing page (Option B) due to its flexibility. In contrast, the existing page (Option A) was difficult to optimize because of its rigid structure and high development costs.  

Their strategy focused on effective CTA placement, streamlined content, and reducing distractions to improve user engagement. Click-through rates on the CTA were tracked as a key performance indicator (KPI) using the Hotjar tool. 

Results 

The A/B test demonstrated that the personalized landing page on Xperience by Kentico significantly improved conversion rates, boosting the click-through rate (CTR) from 12% to 25.4%—an impressive increase of 13 percentage points (more than double), leading to a surge in new account openings and underscoring the importance of CMS flexibility. 

Moreover, UniCredit was able to swiftly implement and test the Xperience by Kentico solution without lengthy development processes or substantial investments. The new platform not only improved business outcomes for UniCredit but also enhanced usability. The marketing team sought to be agile and self-sufficient, and Xperience by Kentico met that need, proving that with the right tools marketers can work independently, adapt to the latest trends, and achieve outstanding results. 

Testimonial