A data-driven optimisation programme across six Asian markets at 12:1 ROI

The problem

The client set out to double their SME customer base and become the international SME bank of choice, across India, China, Singapore, Malaysia, Indonesia and Hong Kong. Years of investment in Sitecore, Adobe Analytics, Adobe Target, Tealium and Eloqua held significant untapped potential; the challenge was commercialising it. Journey analysis across the six markets found a consistent set of problems: prospects were confused about how to open an account, mobile experiences needed an overhaul, and calls to action lacked clarity. Visitors were dropping out of the funnel at multiple stages, not because the product was wrong, but because the digital experience was not guiding them through it.

What we built

We built the programme on a single principle: use the data the bank was already capturing to understand and systematically improve the prospect journey. We called it Journey Orchestration, a unified framework of data-driven experimentation, customer-first personalisation and cross-market learning. For each market we analysed the funnel in depth and built a backlog of improvements to A/B test at every stage, from landing pages to account opening entry points. We tailored experiences to each visitor's paid media interaction and previous on-site activity, and shared successful experiments from Asia Pacific with teams in Argentina, Mexico and the USA, extending the return of every test beyond its originating market.

What came after

Twenty-four experiments ran across six markets. The best-performing tests more than doubled conversion on key account opening journeys, new banking enquiries rose 15.5%, and the programme delivered $2.6M in client lifetime value from a $210k spend: a 12:1 return over twelve months. The single most pivotal outcome was the account opening journey itself. Testing across six touchpoints identified the best ways to signpost the process, turning a point of confusion into a clear, guided pathway.