Innovation and Optimization @
ABNAMRO.NL
21 november 2008
Joris Kok
Martijn van Keulen
ABN AMRO Netherlands

Name: Joris Kok
Job title: Project Manager ABNAMRO.TV
ABN AMRO Netherlands
Name: Martijn van Keulen
Job title: Manager Content & Design
ABN AMRO Netherlands

Challenges
Ch ll g

1.
Fatigue

2. Featuritis

“ [Innovation] comes from saying
no to 1,000 things to make sure we
, g
don’t get on the wrong track or try
to d too much. “
do h
Steve Jobs

3. The take over

The Pl
Th Plan

1. Focus!

2 Multidisciplinary
2.
optimization teams

“ We have a 'strategic' plan.
g p
It's called doing things. “
Herb Kelleher (Southwest Airlines)

3. Measure

Have
Dashboards
D hb d

Do
W b A l ti
Web Analytics
Measure
y
Analyze

Do
Usability testing

“ To design an easy-to-use
interface,
interface pay attention to what
users do,
not what they say. “
Jakob Nielsen

3. Optimization
software

Behavioral
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Targeting

Multivariate
g
Testing

Which
one?

28%
conversio
n

Some More
Examples
E amples

OLD NEW
+34%

+120

In Summary
Building a website is easy.
Managing it is hard work.
Get all the necessary people involved
Know were you want to go and track progress
There is no substitute for human optimization
…but some tooling helps
g p

THANK YOU