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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%
+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

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