Challenges
Transforming digital banking journeys through behavioural insight and experimentation
TSB had made a significant investment in Adobe to strengthen analytics, personalisation and experimentation across its digital estate.
However, unlocking the full value of this technology required more than implementation. TSB needed a structured experimentation programme capable of turning behavioural data into measurable improvements across key customer journeys.
“Turning behavioural insight into measurable digital growth”
The REO approach
REO Approach
REO established a continuous experimentation programme built on behavioural insight and rapid testing. The programme began with a deep analysis of user behaviour using Adobe Analytics to understand conversion paths and audience segmentation, combined with Contentsquare behavioural analysis including click heatmaps, engagement zones and session replay insight.
This approach enabled the team to understand not only where users dropped off in journeys, but also how they interacted with page elements and where engagement did not translate into progression.
Deliverables
Problem
While Adobe Analytics highlighted where users were dropping out of journeys, it was not always clear why those behaviours were occurring.
Change
REO used Contentsquare to analyse user interactions including click behaviour, engagement zones and scroll patterns across key product pages. This behavioural insight was combined with Adobe Analytics segmentation to identify where engagement failed to convert into application progression.
Result
Identification of high friction areas across product pages and discovery journeys, enabling the creation of a prioritised experimentation roadmap.
Why it mattered
Combining Adobe Analytics with Contentsquare allowed TSB to move beyond traditional reporting and develop deeper behavioural insight, enabling more targeted hypotheses and higher confidence experimentation.
Behavioural insight using Contentsquare
Credit card product discovery optimisation
Problem
Adobe Analytics showed that the credit card overview page received high traffic but also had a high exit rate. Behavioural data from Contentsquare revealed that users often engaged with products further down the page rather than the first card displayed.
Change
REO reordered the credit card products on the overview page to prioritise the most engaged card types and align the layout with observed user behaviour.
Result
Improved click through to credit card product pages and increased engagement with key credit card offerings.
Why it mattered
Presenting the most relevant products first reduced scanning friction and improved product discovery for customers comparing financial products.
Problem
Adobe Analytics data showed that the current accounts comparison page was the most visited product page, yet relatively few users progressed into the online application journey.
Change
REO increased the prominence of the Apply Now CTA while reducing the visibility of secondary navigation actions.
Result
Improved click through to the online account application journey.
Why it mattered
Aligning the page hierarchy with observed user behaviour helped guide visitors towards the primary conversion action.
Current account journey optimisation
The Outcome
By combining Adobe Analytics insight, Contentsquare behavioural data and continuous experimentation, REO helped TSB transform its digital optimisation capability and maximise the value of its technology investment.
The programme identified friction across key journeys and delivered targeted improvements that increased engagement, product discovery and application progression.
More importantly, the partnership helped establish a scalable experimentation framework where analytics, behavioural insight and testing work together to drive continuous improvement.
TSB now operates with a more mature optimisation capability, enabling faster learning, stronger data driven decision making and sustained digital performance improvement.
