Abn Amro

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Economy & Finance

Published on November 21, 2008

Author: dpereira

Source: slideshare.net

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 g g Targeting

Multivariate g Testing

Which one?

28% conversio n

Some More Examples E amples

OLD NEW +34%


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


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