Synchrony, which manages private-label credit card programs for some of the largest retailers in the world, has been one of the first to actualize the power of personalization for financial services. Its targeted campaigns and iterative testing of different messaging, offers, designs, CTAs, colors, and more not only encourage spending from customers with co-branded cards, but also improve key behaviors such as adding authorized users and activating exclusive offers from retailers. Results from this work include a 136 point lift in app submissions, 150 incremental “add authorized user” button clicks, and $346K in annual cardholder purchase volume if a blue variation of an experience was rolled out to 100% of traffic.
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