Corteva Agriscience
Corteva Agriscience is a Fortune 500 agriculture company with four major web properties and a marketing team that was stuck waiting months for their internal dev team to ship even basic banner updates. They had invested in Adobe Target but weren’t using it. DAP stepped in to build their entire A/B testing and personalization practice from scratch—and ended up becoming their go-to analytics partner for 3+ years across multiple SOWs.
Corteva Agriscience provides farmers with seeds, crop protection, and digital agriculture solutions in 140+ countries. Spun off from DowDuPont in 2019, they operate two flagship brands: Pioneer (seeds) and a crop protection portfolio anchored by the Enlist herbicide system.
Project Summary
Corteva Agriscience brought in Digital Authority Partners because their Adobe Experience Cloud investment wasn’t producing results—and their internal dev team couldn’t move fast enough. Over a 3+ year, multi-SOW engagement, DAP built Corteva’s A/B testing and personalization capabilities from zero, starting with one proof-of-concept experiment and growing it into an ongoing testing program across Corteva.us, Pioneer.com, Enlist.com, and their corporate site.
The work ranged from driving digital invoice adoption on Pioneer.com (19% opt-in rate) to building a custom popup and banner tool that let Corteva’s marketing team deploy new features in days instead of waiting months for internal development. DAP also ran seasonal promotional campaigns with countdown timers, product recommendation bars, and geo-targeted content for Corteva’s TruChoice prepay program.
The Challenge
Slow Feature Deployment Months-Long Development Cycles
Need a countdown banner for a seasonal promo? Get in line. Corteva's internal dev team ran on long backlogs with complex approval chains. A simple notification bar could take months to ship through AEM, which meant marketing consistently missed their seasonal windows.
Underutilized Analytics Stack Adobe Target Sitting Idle
Corteva had paid for the full Adobe Experience Cloud stack, but Adobe Target was collecting dust. Nobody on the team knew how to set up A/B tests, build personalized experiences, or use the platform for anything beyond the basics. It was an expensive tool producing zero value.
Multi-Brand Complexity 4 Web Properties, No Testing Framework
Corteva.us, Pioneer.com, Enlist.com, and a corporate site—each with different audiences (growers, retailers, corporate), different products, and different brand rules. But there was zero experimentation happening on any of them. No testing framework, no personalization strategy, no way to learn what worked.
Conversion Gaps Low Digital Invoice Adoption
Corteva was still mailing paper invoices to thousands of Pioneer farmers—expensive and slow. They wanted to push digital, but Pioneer.com's dashboard had no enrollment prompt, no nudge, nothing. And they had no data on what kind of messaging would actually get farmers to switch.
How we Helped Corteva Agriscience
Enterprise A/B Testing Program
We started with a free proof-of-concept: one A/B test on Corteva.us to show what Adobe Target could actually do. That single test earned enough trust to expand into an ongoing testing program across all four web properties.
- Ran the initial POC testing form conversion rates on Corteva.us using Adobe Target's visual editor
- Defined clear hypotheses, KPIs, and success criteria for every test before anything went live
- Designed multiple variant concepts backed by UX research, all matching each brand's visual guidelines
- Developed cookie-based state management so experiments persisted correctly across user sessions
- Delivered post-test analysis reports with specific, data-backed recommendations—not just charts
Digital Invoice Conversion Optimization
We built the entire digital invoicing enrollment experience on Pioneer.com from scratch—popup modals, persistent banners, and smart targeting that knew exactly when to ask and when to back off.
- Designed popup modals in two A/B tested color variants (black/orange vs. white/orange) for the Pioneer dashboard
- Added persistent enrollment banners for users who closed the popup, keeping the ask visible without being annoying
- Connected Eloqua forms and Adobe Analytics so every enrollment was tracked and triggered an automatic confirmation email
- Built cookie-based eligibility logic so already-enrolled users never saw the prompt again
- Hit a 19% conversion rate on V1 and 89% compliance once the persistent banner follow-up was in place
Custom Popup & Banner Builder Tool
Instead of building one-off popups forever, we built Corteva a tool that let their marketing team do it themselves. A low-code generator that spit out ready-to-deploy code for Adobe Target—no developers needed.
- Built a code generator supporting inline forms, popup modals, and notification bars with multiple pre-built templates
- Handled branding automatically across Corteva, Pioneer, and Enlist properties with brand-specific color schemes baked in
- Included configurable triggers, dismiss logic, analytics tracking, and recaptcha—all point-and-click
- Output was a copy-paste code block with step-by-step instructions anyone on the team could follow
- Cut deployment time from months (waiting on dev) to days (marketing does it themselves)
Personalization & Promotional Campaigns
Every year, Corteva runs a time-sensitive TruChoice prepay promotion where farmers can earn up to 10% off crop protection by funding their account before a deadline. We made sure they didn’t miss the window.
- Deployed countdown notification bars across both Corteva.us and Pioneer.com showing the exact time remaining to fund a TruChoice prepay account
- Built personalized product recommendation bars that served different crop protection products to 10-15 distinct farmer segments
- Added in-page search to the Enlist One and Enlist Duo product pages so growers could find what they needed faster
- Set up geo-based personalization showing region-specific crops—corn and soybeans for the Midwest, specialty crops for California
- A/B tested every promotional banner to find the configuration that actually moved the needle on conversions
What we Achieved
The very first version of our digital invoicing popup on Pioneer.com converted at 19%. That means roughly 1 in 5 farmers who saw the prompt switched from paper to digital statements—cutting Corteva’s mailing costs and speeding up their payment cycles.
We turned Adobe Target into a feature deployment engine. Instead of waiting months for the AEM dev pipeline, Corteva’s marketing team could get new banners, popups, and promotions live in days. When you’re running a prepay promotion with a hard deadline, the difference between “days” and “months” is the difference between hitting your number and missing it.
Our work wasn’t siloed to one site. We ran experiments, built personalized experiences, and optimized conversions across Corteva.us, Pioneer.com, Enlist.com, and the corporate site—each tailored to its specific audience of growers, retailers, or corporate stakeholders.
It started with a free proof-of-concept in 2019. Three years and multiple SOWs later, DAP was still the team Corteva called for anything involving Adobe Target, experimentation, or conversion optimization. Every SOW led to the next because the work kept producing measurable wins.
