Citibank Doubles Conversions with Conductor
- New York, NY
- Company Size
- Financial Services
Citibank is the consumer division of financial services multinational Citigroup. Citibank was founded in 1812 as the City Bank of New York and later became the First National City Bank of New York.
Like many teams trying to expand their organic search presence, Citi’s marketing team faced several challenges in building their organic marketing efforts. Specifically, they struggled with high-level issues like breaking down information silos across multiple international teams and consolidating their essential data and metrics in one place, as well as the day-to-day management of such a large digital presence.
They also faced more tactical challenges like knowing which keywords, topics, and personas to target; a familiar blocker for anyone with SEO experience. However, thanks to their partnership with Conductor, these challenges weren’t built to last.
How Conductor Helped
One of the first things the team at Citi did was integrate their web analytics with Conductor Conductor. This gave a complete view of their digital marketing presence, in one place. The ties Adobe’s page-level metrics, like traffic and acquisitions, to data around different personas and how those personas find and interact with Citi’s content.
Together, these insights gave Citi’s team a nuanced understanding of what search terms they should use for each product to attract specific customer personas.
Centralized information is crucial to staying agile in digital marketing. The Conductor + Adobe Analytics integration is a big step toward breaking down the information silos that block teams. When considering the size of Citibank’s team and how globalized they are, the need for centralized information became even more critical. With further integration opportunities within Conductor to task management tools like Jira and Asana, the Citi team found they could seamlessly share even more information and improve cross-departmental collaboration.
Conductor further empowered the Citi marketing team with key content creation guidance. Conductor enabled the team to actively focus on the online buyer’s journey and target specific keywords and customer personas with their content to drive clicks, engagement, and conversions.
Citi used Conductor to help launch their . The goal was to create a single source of truth that would answer all of their customers’ questions about credit. Conductor insights streamlined the whole process, showing them which personas to speak to, the right words to use, and what questions to answer.
Since partnering with Conductor, Citi’s marketing experts have increasingly found that the most qualified prospects tend to engage through organic search, with customers who find Citi through organic search being 15% more likely to convert than any other online channel. In fact, organic search has significantly impacted acquisition and revenue.
Check out a few more of Citibank’s digital accomplishments:
Boosted credit card applications: With the creation of their Citi Credit Knowledge Center powered by Conductor insights, credit card applications doubled year-over-year.
Increased traffic to product pages: Citi saw a significant boost in traffic to key product pages year-over-year since investing in Conductor.