HSBC Commercial Banking
A data-driven optimisation programme that generated a 12:1 return on investment.
Analogiq partnered with HSBC Commercial Banking across six Asian markets to commercialise their investment in marketing technology — running 24 experiments, doubling conversion rates and delivering $2.6M in client lifetime value from a $210k programme spend.
Experiments executed across 6 markets
Programme ROI over 12 months
Conversion rate improvement on best-performing experiments
Client lifetime value generated from $210k spend
CLIENT
About the engagement
Analogiq has worked with HSBC since 2016 across personalisation, CRO programme management, design, UX and development — one of our longest and most wide-ranging client relationships.
This engagement focused on HSBC Commercial Banking's ambition to double their SME customer base by 2025, becoming the international SME bank of choice. The programme was deployed across India, China, Singapore, Malaysia, Indonesia and Hong Kong.
CASE STUDY VIDEO
How HSBC took a data-driven approach to optimise the banking experience
THE CHALLENGE
Ambitious growth targets. Underutilised technology.
HSBC Commercial Banking set an ambitious goal: to double their SME customer base by 2025. Years of investment in marketing technology — Sitecore, Adobe Analytics, Adobe Target, Tealium Audience Stream and Eloqua — held significant untapped potential. The challenge was commercialising that investment.
Journey analysis across six markets revealed a consistent set of problems: customers were confused about the account opening process, mobile experiences required an overhaul, and calls to action lacked clarity. Visitors were dropping out of the marketing funnel at multiple stages — not because the product was wrong, but because the digital experience wasn't doing enough to guide them through it.
Account opening confusion
Prospects couldn't clearly identify how to begin the account opening process across market websites.
Poor mobile experience
Mobile journeys were underperforming across most markets, creating friction at the point of highest intent.
Weak calls to action
CTAs and the copy around them lacked the clarity needed to convert interested visitors into leads.
THE APPROACH
Journey Orchestration across six markets.
Our strategy was built on a single principle: use the data HSBC was already capturing to understand and systematically improve the journey of prospective customers. We called this approach Journey Orchestration — a unified framework of data-driven experimentation, customer-first personalisation and cross-market learning.
Data-driven experimentation
For each market, we conducted an in-depth analysis of the marketing funnel and built a backlog of experience improvements to A/B test at every stage — from landing pages to account opening entry points.
Customer-first personalisation
We tailored site experiences based on each user's interaction with paid media and their previous on-site activity, ensuring every visitor received a journey tuned to their context and intent.
Scaling learnings globally
Successful experiments from Asia Pacific were shared with teams in Argentina, Mexico and the USA — extending the ROI of every test beyond its originating market.
HSBC Commercial Banking — Hong Kong market website
THE OUTCOME
Results that demonstrated the power of data-driven optimisation at scale.
24 experiments across six markets. Conversion rate improvements of up to 2.5× on individual tests. $2.6M in client lifetime value generated from a programme spend of $210k. A 15.5% increase in new banking enquiries. And a 12:1 ROI over 12 months.
Programme ROI
$2.6M in client lifetime value generated from a $210k programme spend — with learnings extended to markets in Argentina, Mexico and the USA.
Conversion rate uplift
The best-performing experiments more than doubled conversion rates on key account opening journeys.
Increase in new banking enquiries
Across six Asian markets, with a 1,180% return on the lifetime value of acquired customers.
SINGLE GREATEST IMPACT
Reimagining how prospects find the account opening journey.
The single most pivotal outcome was the transformation of the account opening journey. Through targeted testing across six touchpoints on multiple market websites, we identified the optimal ways to prominently signpost the account opening process — turning what had been a point of confusion into a clear, guided pathway.
It was more than optimisation. It was a reimagining of how we guide visitors to take one of the most critical actions in their banking journey. The results built a robust foundation for sustained growth in HSBC Business Banking — and demonstrated what becomes possible when marketing technology investment is properly commercialised.
"By highlighting the pathway to opening an account, we not only met our immediate objectives but also built a robust foundation for sustained growth in HSBC Business Banking."
DISCIPLINES
What the engagement covered
A long-term programme combining analytics, experimentation, personalisation and cross-market knowledge transfer — built on HSBC's existing martech stack and designed to scale.
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