The personalisation payoff.
Axis Bank delivers custom lending, account and credit card offers to millions of customers through its website and mobile app channels.
12% to 18%
revenue uplift from tailored engagements
25%
increase in lead capture from A/B and multivariate testing
20% to 30%
of new product applications influenced by mobile app personalisation
Earning interest through digital engagement.
To become India’s most preferred financial services provider, Axis Bank knows that a digital-first strategy is essential. By delivering seamless, relevant interactions across its website and mobile app, the bank creates moments where customers feel understood — whether they’re exploring an auto loan or checking their account balance.
Axis Bank’s Martech team is at the heart of this transformation, orchestrating tailored digital journeys that highlight lending, accounts and credit card offerings. Whether it’s recommending a business account to one of its micro, small and medium enterprises or tailoring credit card offers based on the behaviour of its retail customers, the bank’s goal is to add value to customer relationships, according to the bank’s Martech team.
Adobe Target is key to Axis Bank’s customer engagement strategy. It empowers the team to create hyper-personalised customer journeys across both the website and mobile app — reaching customers where they are with offers that suit their needs.
Investing in testing and personalisation.
After assisting Axis Bank with its initial implementation of Target, Adobe Professional Services helped to integrate it across primary customer touchpoints, including the website homepage, product pages, mobile app onboarding screens and dashboards. Training sessions and enablement programs helped ensure the bank’s Martech team and partners could take full advantage of the solution’s capabilities.
From there, usage of Target increased rapidly. The team conducted over 1,000 A/B tests over four years to optimise UI elements, call-to-action buttons and layouts. A/B and multivariate testing led to a 25% increase in lead capture and a 15% reduction in bounce rates.
Axis Bank’s website receives 15 million monthly visits, and the bank has 10 million monthly active mobile app users. Testing helps its Martech team understand what resonates with customers on these properties and refine its approach to maximise impact.
Customers now experience tailored interactions at key moments. For example, a young professional exploring loans on Axis Bank’s app might see a banner highlighting competitive personal loan rates, while a retiree sees promotions for high-yield savings accounts. These banners dynamically adapt to device type, customer age and behavioural signals to help users quickly find what’s relevant.
This contextual engagement influences 20% to 30% of new product applications through the app, with loan banners alone driving more than 5% of monthly personal loan payouts.
Strategically placed banners that capture customers’ attention at just the right time are vital to driving conversions and achieving the bank’s business objectives. With Target, Axis Bank’s Martech team has seen a 15% to 25% conversion rate uplift and a 12% to 18% revenue uplift from these efforts.
Moving beyond the basics for greater return.
After its initial success executing A/B testing, multivariate testing and behavioural targeting, Axis Bank’s Martech team began leveraging more advanced machine learning capabilities in Target. Using the Auto Allocate and Auto Target features, the team dynamically serves the highest-performing offers to specific audiences.
For example, when testing mobile banners for personal loans, Auto Allocate funnelled traffic to the best-performing variant, resulting in a 3.2% higher click-through rate. Segmenting audiences with Auto Target further increased conversions on targeted banners by 12%.
These outcomes demonstrate the transformative impact of Axis Bank’s strategic initiatives. Target is integrated with 60% to 65% of the bank’s product landing pages and it is driving measurable business growth, according to its Martech team.
Recognising that customers engage differently with content, Axis Bank uses dynamic media formats. Someone exploring credit card benefits might prefer a detailed MP4 video, while another user checking their account balance responds to an animated GIF. The team also uses PDFs for detailed product brochures, and scalable vector graphics (SVGs) to help ensure high-quality graphics load quickly across devices.
AI and machine learning compound value.
Axis Bank continues to explore more sophisticated use cases for Target to reach both existing customers and prospects. They include using Target Recommendations for its website relaunch and using Automated Personalisation to engage new-to-bank audiences.
The bank has also started leveraging Target for conversion rate optimisation on multiple properties within its mobile app. As machine learning models learn from customer interactions, Axis Bank expects to deliver even more relevant experiences, leading to higher engagement and customer acquisition and — most importantly — helping customers achieve their financial goals faster.
Target enables the bank to scale personalisation with precision, aligning customer experiences with strategic business outcomes. It serves as a catalyst for driving growth and marketing ROI. Axis Bank’s goal is to show customers that it truly understands them and Target is integral to making this vision a reality.
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