GTBank and UBA have emerged as top performers as Nigerian banks recorded a 15% increase in digital engagement, according to a new report by Conversion Tracker.
The report showed that total digital sessions across 15 leading banks reached 35.8 million in the third quarter of 2025, representing a 15% quarter-over-quarter growth.
The banks analysed include GTBank, UBA, Access Bank, Fidelity Bank, Stanbic IBTC, Standard Chartered, Citibank, Ecobank, First Bank of Nigeria, FCMB, Globus Bank, Keystone Bank, Polaris Bank, Sterling Bank and Union Bank.
Organic search accounted for 26% of total traffic, while direct traffic led with 43%.
Paid search and social media made up 15%, followed by email and referrer traffic (10%) and mainstream news sources (6%).
The report noted that younger customers are increasingly responsive to paid and social campaigns, with GTBank and UBA recording high engagement and conversion efficiency.
Organic referrers such as Google drove 5 million sessions with lower bounce rates, while paid social platforms, including Twitter, generated 4.6 million sessions with higher drop-offs averaging 44%.
Average conversion rates across banks stood at 2.8%, marking a 1.8% increase from the previous quarter. Bounce rates fell to 41%.
User sessions were mainly tied to logins and account openings (45%), followed by loans and applications (25%), investments and remittances (15%), cards and savings (10%) and insurance and wealth management (5%).
GTBank led with a 4.2% conversion rate and a 32% bounce rate, supported by strong organic search (54%) and social engagement (30%).
UBA followed with a 4.0% conversion rate and a 33% bounce rate.
Access Bank recorded a 3.8% conversion rate, driven by paid search and social traffic.
GTBank and Fidelity Bank led in organic search at 54% and 51%, respectively. Globus Bank (39%) and Keystone Bank (40%) recorded lower search performance.
Globus and Standard Chartered led in paid search investment at 19% and 18%, while GTBank (8%) and Stanbic IBTC (9%) relied more on organic reach.
Social traffic averaged in the mid-20% range, with GTBank (30%) and Ecobank (29%) leading in engagement. Globus recorded 21%.
Email campaigns were most effective for Globus (10%) and Standard Chartered (9%), while Union Bank and Keystone led in referrer traffic (13%).
The report highlighted the need for banks to balance organic and paid strategies, improve landing page performance, and strengthen social and email marketing.
It added that with rising mobile usage and stable economic conditions, Nigerian banks are positioned to expand digital adoption through data-driven engagement.
