Abn Amro
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Innovation and Optimization @Innovation and Optimization @ABNAMRO.NLABNAMRO.NL
21 november 200821 november 2008
Joris KokMartijn van Keulen
ABN AMRO Netherlands
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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
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Ch llChallengesg
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1.FatigueFatigue
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2. Featuritis
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“ [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
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3. The take over
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Th PlThe Plan
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1. Focus!
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2 Multidisciplinary2. Multidisciplinaryoptimization teams
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“ We have a 'strategic' plan.g pIt's called doing things. “
Herb Kelleher (Southwest Airlines)Herb Kelleher (Southwest Airlines)
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3. Measure
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HaveD hb dDashboards
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DoW b A l tiWeb Analytics
MeasureMeasure
AnalyzeAnalyzeyy
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DoUsability testing
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“ To design an easy-to-useinterface pay attention towhatinterface, pay attention towhatusers do,not what they say. “Jakob Nielsen
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3. Optimizationsoftwaresoftware
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BehavioralTargetingg g
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MultivariateTestingg
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Whichone?
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28%28%conversioconversion
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Some MoreSome MoreE amplesExamples
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OLD NEWOLD NEW
+34%+34%
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+120
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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
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THANK YOUTHANK YOU