Innovation and Optimization @Innovation and Optimization @ABNAMRO.NLABNAMRO.NL

21 november 200821 november 2008

Joris KokMartijn van Keulen

ABN AMRO Netherlands

Name: Joris KokName: Joris KokJob title: Project Manager ABNAMRO.TV

ABN AMRONetherlandsABN AMRO Netherlands

Name: Martijn van KeulenName: Martijn van KeulenJob title: Manager Content & Design

ABN AMRONetherlandsABN AMRO Netherlands

Ch llChallengesg

1.FatigueFatigue

2. Featuritis

“ [Innovation] comes from saying“ [Innovation] comes from sayingno to 1,000 things tomake sure we, gdon’t get on thewrong track or try

d h “to do toomuch. “

Steve Jobs

3. The take over

Th PlThe Plan

1. Focus!

2 Multidisciplinary2. Multidisciplinaryoptimization teams

“ We have a 'strategic' plan.g pIt's called doing things. “

Herb Kelleher (Southwest Airlines)Herb Kelleher (Southwest Airlines)

3. Measure

HaveD hb dDashboards

DoW b A l tiWeb Analytics

MeasureMeasure

AnalyzeAnalyzeyy

DoUsability testing

“ To design an easy-to-useinterface pay attention towhatinterface, pay attention towhatusers do,not what they say. “Jakob Nielsen

3. Optimizationsoftwaresoftware

BehavioralTargetingg g

MultivariateTestingg

Whichone?

28%28%conversioconversion

Some MoreSome MoreE amplesExamples

OLD NEWOLD NEW

+34%+34%

+120

In SummaryIn SummaryBuilding a website is easy.Managing it is hard work.Managing it is hard work.

Get all the necessary people involvedGet all the necessary people involved

Knowwere you want to go and track progress

There is no substitute for human optimization…but some tooling helpsg p

THANK YOUTHANK YOU