1

Workshop Angi StudioMobile redesign @ Triodos Bank

Marketing - Wout van den Dool

2

Google’s “Mobilegeddon” will shake up search results

Two weeks ago all over the internet

3

Growing monthly sessions mobile banking in Dutch branch

During the summer mobile banking will exceed xxxxxxxxx visits a month

4

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

Desktop Banking

Mobile Banking 60%

Internet banking session via the mobile app {

5

Growing number of smartphone visitors entering our sites

UK on average 15% smartphone visitors, during ISA campaign period higher

ES UK DE NL BE COM (all) COM (IM pages)

0%

5%

10%

15%

20%

25%

30%

5%

27%

7% 7%5%

10%

8%

2013 2014

2015

6

Growing number of visitors entering the site with a tablet also

So we have to find a solution for this growing number of visitors

ES UK DE NL BE COM (all) COM (IM pages)

0%

4%

8%

12%

16%

20%

13%

19%

7%

9%

6%

8%

6%

201320142015

Triodos Bank online ecosystem and the customer journey

Different channels support different phases in the customer journey

7

Mobile App

IB BankingRecommendationsSearch positions

NewsPR

Social media channels Social media channels

Colour of Money onlineColour of Money online

Online Annual Report Online Annual Report

Awareness(Knowing Triodos

Bank exists)

OrientationConsideration

PurchaseBuy product/ Lead

generation

RelationUsage & Service

ReconsiderHelp me remember why I like Triodos

Bank

Public sites Public sites

Some recent cases as an example of orienting traffic

One hour on national tv in Spain

8

Desktop; 75.74%

Tablet; 9.94%

Mobile; 14.32%

Average Sunday 21:00-22:00

Desktop; 30,64%

Tablet; 28,50%

Mobile; 40,86%

During TV Show about financial educa-tion

Awareness Orientation Purchase RelationReconsider

Example of orienting traffic past 5 weeks in Dutch branch

Bonus discussions resulted in a huge increase in –orienting- traffic

9

89%

6%5%

Normally

82%

10%

7%

During bonus

67%

18%

15%

Excl Customers

60%26%

14%

Overstappen page

Awareness Orientation Purchase RelationReconsider

Poor experience for smartphone visitors“Pinch & zoom” or “Bounce”

Smartphone visitors bounce higher, stay shorter , visit less pages and buy less

10

Spanish case (1 hour)

Desktop

Tablet

Mobile

Bounce

(that day)

12%

19%

30%

Time on page (that day)

1:12

0:50

0:54

Leads

(that hour)

16 (0,151%)

15 (0,153%)

19 (0,135%)

Dutch case (5 weeks)

Desktop

Tablet

Mobile

Bounce

26%

29 %

40%

Time on site

4:13

3:50

2:26

Sales

3,33%

1,69%

0,59%

We changed existing website to a scalable smartphone enabled version

No content changes, no back end development

11

12

Homepage, first impression for most orienting visitors

Brandbox function rebuild, function of blocks attempts visitors to continue

13

Collapse entire menu structure into an icon in the header that expands

On desktop the menu gives also an impression about Triodos Bank

14

Dare to hide: hide content and show when visitor asks for it

Generates accordeon from the tabs on product detailpages

15

Know where your money goes

Eliminated the map as a navigation item on mobile

16

Most challenging: Tables and their different layout on all kind of pages

Two solutions: Re-order & scroll as a solution

17

New* back to top buton

This button scrolls the page ‘to the top’

18

{Learnings

19

Learnings: Imagery and assets

Higher resolution needed (also improvement for Retina desktop visitors)

20

Current width: 290 px

iPhone 5 width: 640 px

Learnings: dealing with regulation

Mandatory or legal texts above the fault, or before “buying”?!

21

Next monday go live local branches

• Next Monday go live UK & ES • Monitor effectiveness of these changes• Improve based on monitoring

22

23