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 and autonomy 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.  

The A/B test demonstrated that the personalized landing page on Xperience by Kentico significantly improved conversion rates:

• Boosted the click-through rate (CTR) from 12% to 25.4%, an impressive increase of 13 percentage points (more than double)
• A surge in new account openings that underscored 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.