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2022 eCommerce Executive Key Initiatives Report2022 eCommerce Executive Key Initiatives Report 2eCommInsightsMethodologyThe 2022 eCommerce Executive Key Initiatives Report examines online retail trends based on feedback from some of the biggest brands in the industry.It contains data from questions answered by 128 executives from leading eCommerce brands across a wide range of vertical markets.Although this year the majority of respondents were from brands generating greater than$200M in online revenue annually,over 40%of respondents represent smaller market brands.In terms of demographics,over 85%of respondents hold the title of Vice President or Global Director.Data was collected online and via telephone during February of 2022.Respondent Demographics ONLINE REVENUE0 0%$25M-$50M$50M-$200M$200M-$700MOver$700M 88ommerce/Digital 7%IT 3%Marketing 2%Other0 0%RETAIL SEGMENTSApparel SpecialtyHealth/BeautyFootwearSports/LeisureHome ImprovementJewelry/AccessoriesElectronicsFurniture/HousewaresFood/BeverageDepartment StoreAutomotiveBusiness SuppliesTITLESAn increase in site speed will help brands achieve revenue goals.The jury is out on the impact of web core vitals.The eCommerce heavy hitters are spending money to make money in 2022.The focus is on investing in digital experience and maximizing online ROI.72%of large revenue brands will increase their investment in eCommerce initiatives by 25%or more in 2022.The 2022 eCommerce eCommerce Executive Key Initiatives Report:Summary of Findings Brands are investing more in customer acquisition than ever before.Top investment areas for 2022 include data security,increasing site speed,and site analytics.More than half of survey respondents said their brands experienced online revenue growth of between 26%and 50%in 2021.87%of brands are targeting conversion rates of 5%to 15%in 2022.1eCommerce Growth is Trending4Large Revenue BrandsSEE RESULTS HERE SEE RESULTS HERE SEE RESULTS HERE SEE RESULTS HERE 32022 eCommerce Executive Key Initiatives ReporteCommInsights3Site Speed is Critical for Growth2Where are Online Retailers Investing?2022 eCommerce Executive Key Initiatives Report 4eCommInsightsMajor Year-Over-Year FindingsThis is the 5th Anniversary Edition of the 2022 eCommerce Executive Key Initiatives Report.In previous years,this report was delivered as the eCommerce Leaders Survey.This year weve re-branded to offer even more information about industry findings and trends.Given that weve got several years of data to compare,lets look at where the industry has been to get a better feel for where things are going.2019202020212022Average Number of 3rd Parties Added Annually(Projected)In order to make their sites more experiential,brands are adding more 3rd parties to their sites this year than in previous years.By the end of 2022,the average brand will have added sixteen 3rd parties since 2019.And those are just the ones they know about.The average eCommerce site now has between 40-60 3rd party technologies with larger brands having hundreds of 3rd parties.Far and away,growth is the major theme for both eCommerce brands and this years report.Brands are looking for big increases in conversion rates and revenue in 2022.Brands are investing heavily in eCommerce initiatives this year.52%of brands are planning to spend between 26%and 50%more oneCommerce initiatives than they have in prior years.52%The main areas are:INCREASING SITE SPEEDSECURITY/DATA PRIVACY ANALYTICSBrands targeting a year-over-year increase of over 5%for eCommerce conversion rates.Brands targeting a year-over-year increase of over 10%for eCommerce conversion rates.92se532022 eCommerce Executive Key Initiatives Report 5eCommInsights51%of survey respondents said their brands experienced online revenue growth of between 26%and 50%in 2021.1eCommerce Growth is the Top Priority in 202250%of brands are targeting year-over-year online revenue growth of 10%to 15%.87%of brands are looking for year-over-year increases in conversion rates of between 5%and 15%.50%The big topic in this years eCommerce Executive Key Initiatives Report is eCommerce growth and how to achieve it.Although 2021 brought challenges such as a lower traffic growth rate and rising customer acquisition costs,the brands we surveyed still experienced significant growth.According to survey respondents,2021 online revenue increases sparked by the pandemic continued,as did major investments in eCommerce initiatives.Brands are looking to build upon this momentum in 2022.Some brands navigated these issues very well.Others should be trying to mimic this growth.Even with the return of in-person shopping,brands continue the trend of driving more eCommerce revenue since it is their biggest opportunity for growth.95%of Brands have grown since the pandemic and nearly of those brands saw exponential growth.Retailers invested an average of 53%more in eCommerce initiatives in 2021 than they did in 2020.20212020 53P%0 22 eCommerce Executive Key Initiatives Report 6eCommInsightsSECTION2Where are Online Retailers Investing in 2022?Supporting the main theme of this report,a majority of respondents plan to invest more in eCommerce in 2022 than in the past,and they agree that digital experience will spur eCommerce growth as the year unfolds.In addition to spending a significant amount of money on customer acquisition,brands will also invest in critical features such as data security,site speed,and analytics.Maximizing and retaining their current site traffic is key to making the most of what they spend.More than 79%of brands are investing 25%to 50%more in customer acquisition than in previous years.Thats an increase of$125,000 per month for the average brand.Respondents are planning to spend between$300K and$450K per month on customer acquisition.Customer Acquisitionof brands will invest 26%to 50%more in eCommerce than they have in prior years.of brands will spend between$100k and$500k to increase revenue and improve digital experience in 2022.of brands consider digital experience to be an important focus area.75%SITE SPEEDDATA SECURITY/PRIVACY SITE ANALYTICSTop 3 Investment AreasBrands responded that the top 3 eCommerce investments to increase revenue and improve digital experience are the following:Brands are wise to recognize these important investment areas.Data breaches are becoming more common and more costly(both in terms of revenue and brand reputation)as online shopping increases,and brands cant risk that kind of damage.Almost 60%of online shoppers say they wont do business with a brand that has experienced a data breach in the past 12 months.Site speed is another top area that brands must pay attention to as it is the gateway to digital experience.When sites take longer than 3 seconds to load,50%of shoppers will leave,resulting in lower conversions.With customer acquisition being more expensive and more necessary than ever before,brands need to make sure they make the most of all their site traffic and not risk bounces due to slow page load times.86R 22 eCommerce Executive Key Initiatives Report 7eCommInsightsA 3rd party performance anomaly is a sustained spike in slow site performance thats outside normal expected variation for that page.21%of brands have no idea when this happens.Does yours?3rd Parties3rd party technologies deliver great digital experiences for customers and provide efficiencies for brands.This is what our respondents had to say about all things 3rd party for 2020.72%of brands are spending between$100k and$2 million on 3rd parties in 2022.Even with so much budget and resources being put into the deployment of 3rd party technologies,the majority of brands report they dont have every technology they want on their site,and at times even have to remove some due to slow page loads.See the data below.Does IT restrict 3rd parties or rich content on your site because theyre too heavy?Optimization to the RescueOptimization is the solution to this problem.When 3rd parties are optimized,brands reap the experiential benefits these technologies offer without sacrificing site performance.Its a simple answer that maximizes ROI by increasing site speed and conversion rates while decreasing bounce rates.Nearly a quarter of the brands surveyed reported they currently have no visibility nor do they receive alerts when a 3rd party performance anomaly occurs.Optimizing 3rd party technologies can have a major impact when it comes to speeding up your site.The graph to the right shows the increase in revenue from optimizing your site for performance.Respondents shared that their main eCommerce initiatives for 2022 are maximizing their return on technical investments,optimizing their customers digital experiences,and decreasing page load times.Maximizing return on technical investmentsOptimizing digital experienceSpeeding up site page load times56HG%YES79NO4972%Revenue Lift:$39.5MAnnual Average per SiteRevenue Gains From Site Performance Optimization*Assumes 10%conversion lift(for example,2%to 2.2%)for survey respondents$2.5M to$5M$5M to$20M$20M to$70M$70M 0 0%$25M-$50M$50M-$200M$200M-$700MOver$700M2022 eCommerce Executive Key Initiatives Report 8eCommInsightsTo Re-platform or Not to Re-platform?This year,the answer to this question favors not making a change.While 57%of brands are staying put,43%are planning to make a move.Where are they going?The top 5 choices are:Data Privacy and Security:A Big Concern for eCommerce Brands Half of our respondents say data privacy and site security are their most important 2022 investment areas when it comes to providing shoppers with a great digital experience.This is wise because as eCommerce grows,cybercriminals are seizing the opportunity to make a profit of their own.Virtually every type of cyberattack increased in 2021,and theres no reason to think the trend wont continue.Brands that dont take security seriously arent just risking their customers data,but their companys reputation and bottom line as well.On the right is a summary of the problems a data breach can cause:If brands take preemptive steps to protect their eCommerce sites before theres a problem,it will go a long way in making sure they can meet their growth goals and not end up in a PR nightmare with a revenue downturn.No security measure is guaranteed,but a multi-layered approach will offer excellent protection against cyberthreats.Implementing a web application firewall,a solid content security policy(CSP),and bot mitigation is a good start.SPAsLast year,SPAs were all the rage with 51%of brands strongly considering adopting this type of site architecture.However,this years data tells a different story.66%of brands interviewed are not using a SPA and dont seem eager to get one.Why is interest in SPAs waning?One reason could be the extra workload thats inherent to the architecture.Everything,even minor changes,must be coded.This drains IT and development resources.Another downside is that while brands move to SPAs to increase site speed,unoptimized 3rd parties will slow SPAs down the same way they slow page loading on traditional sites.Finally,implementing SPAs is very expensive and labor-intensive.As a result,many brands are likely to conclude that SPAs arent worth the budget and resources they require.2/3 of respondents have not adopted SPA architecture.32451Damage to reputation and loss of consumer trustOnline shoppers wont accept data breaches.60%of consumers say they wont buy from a website that has been breached in the prior 12 months.LawsuitsBrands are legally responsible for any data breach on their site.Shoppers can sue businesses if their data is compromised.FinesThe California Privacy Rights Act(CPRA),the California Consumer Privacy Act(CCPA)and Europes General Data Protection Regulation(GDPR)protect consumer privacy and data.If online businesses arent compliant,they are subject to fines.Improving site speed by just 1 second can increase conversion rates by 5.7%and reduce bounce rates by 12.2%.eCommInsightsIncreased site speed will help brands realize their lofty 2022 revenue and conversion growth goals.An increase of 10%is typically unattainable without a significant market shift.Given that worldwide shutdowns arent likely to happen again in 2022,brands need to figure out how to meet this goal.Reducing page load times by one second has been proven to result in nearly a 6%conversion lift.So shaving just 2 seconds off their page load times will allow them to exceed their increased revenue goals without doing anything else.What about Core Web Vitals?When it comes to SEO,Googles Core Web Vitals(CWV)remain difficult to measure.Although 76%of brands have technology in place to measure and improve CWVs,55%of them either arent seeing or dont know if theyre seeing any benefit from it.Google wont share data on this,and brands are split in their opinions about the overall impact.In what areas does slow site speed impact ROI the most?of brands are targeting a 10%online revenue increase in 202273%SECTION3Site Speed is Crucial to GrowthBRAND REPUTATION3RD PARTIESCHECKOUT PAGESDo you have any technology in place to both measure and improve your Core Web Vitals?YES97NO31Do you believe that the launch of Googles Core Web Vitals has a significant impact on your SEO?YES49NO49UNSURE30Have you increased your SEO profitability by improving your Core Web Vitals?YES57NO49UNSURE22Over 86%of respondents acknowledge that site speed is one of the most important factors in eCommerce success.This is a big change from 2021 when 53%of brands were unaware that over 50%of shoppers will leave a site that takes longer than 3 seconds to load.of brands agree that faster sites result in higher conversion rates.of brands agree that if a page takes more than 3 seconds to load that 50%of shoppers will bounce from the site.of brands agree that site speed is critical to digital experience.84u022 eCommerce Executive Key Initiatives Report 2022 eCommerce Executive Key Initiatives Report 10eCommInsights4Large Revenue BrandsBrands with annual revenue over$200 million can offer insight to smaller brands.Since brands of all sizes are focused on revenue growth this year,lets take a closer look at how our surveys heavy hitters are getting it done.Target Growth Rates In 2021,74%of large revenue brands experienced an online revenue increase of between 26%and 75%,and their goal is to keep that momentum going in 2022.88%of these same brands are targeting a year-over-year increase in online conversion rates of between 5%and 15%.How will they do it?Main eCommerce Initiatives of Large Revenue Brands in 2022:Optimizing Digital ExperienceMaximizing ROISpeeding up Page Load Times to Increase Conversions 48UIa%of large revenue brands that believe digital experience is paramount to their success and a heavy focus experienced over 50%online revenue growth in 2021.Conversely,only 18%of large revenue brands that dont place digital experience as a primary focus experienced over 50%online revenue growth in 2021.Providing a fast,high performing site can make or break a brand,but the data shows that some dont make this a priority.When we look at the big players in the industry,those brands that enjoy online revenue of$200 million or more,we see some interesting statistics:Customer Acquisition eCommerce transactions have skyrocketed over the past year.Much of this has to do with customer acquisition investment,focusing mostly on digital ad spend.79%of respondents from large brands plan to increase spending in this area by 25%to 50%.Investment is KeyThe large revenue brands arent afraid to invest in eCommerce because they know theyll reap a big return on their investment.The pandemic may have slowed,but eCommerce growth continues to trend upward.18aP%0y 22 eCommerce Executive Key Initiatives Report 11eCommInsightsAmazon:Has the King Been Dethroned?What a difference a year makes!In 2021,33%of respondents to this survey viewed Amazon as a competitor and 39%saw the eCommerce giant as both a competitor and a channel.Fast forward 12 months and this years data tells a different story.35%of brands surveyed dont view Amazon as either a competitor or a channel,and only 11%of brands view it as a competitor.Hype Sales:Not Just for Sneakers Any More Hype sales have become popular across all vertical eCommerce segments.74%of the brands we interviewed reveal they use hype sales as part of their marketing strategy.We expect this trend to continue in 2022 as brands look for innovative ways to connect with shoppers at different times of the year.For the brands that run hype sales,their biggest concerns on sale day are site performance issues and security.40%of brands worry about hype sales traffic causing site performance issues on sale day.25%of brands worry about security problems on sale day.We asked our respondents if they thought that recent innovation and investments in eCommerce sites and digital experience have levelled the playing field for brands to compete with Amazon.The majority said yes.What changed?In 2021,53%of eCommerce brands were targeting ad spend of between 5%and 20%of revenue.22%of brands planned to reinvest over 21%of revenue into online advertising.Other initiatives such as SEO,social,and paid search likely also helped brands compete.YES(57%)NO(43%)Do you consider Amazon to be a competitor or a channel?11%Competitor 30%Channel 24%Both 35%Neither12ConclusionData privacy and security Online shoppers are aware of cybercrime and wont do business with brands that dont take security seriously.Site speed Brands agree that fast page load times result in more conversions.Shoppers are 50%more likely to leave a site that takes longer than 3 seconds to load and decreasing page load times by just 1 second increases conversion rates by 5.7%.Personalization Modern shoppers expect their favorite brands to know what they like.The shoppers journey often takes place across different channels and customers want this to be frictionless.If they want to buy a winter coat,they dont want to hear about new cruise wear.Customer acquisition and retention The competition for site traffic is stiff and price per click(PPC)is high.Online brands must focus on increasing conversion rates and retaining customers to be profitable.With proper planning and execution,eCommerce brands will meet their 2022 goals and raise the bar even higher in 2023.Optimize,Accelerate,and Secure Digital Experiences Optimizing your eCommerce site for performance will provide a consistent,fast shopping experience and minimize noncompliance with privacy laws,exposing customer data,and major performance anomalies due to increased site traffic or 3rd party failures.See and Control 3rd Parties The average eCommerce site hosts between 40 and 60 3rd party technologies.Brands should inventory,optimize,and control all of them.By combining application sequencing,actionable analytics,and image optimization,brands can speed up their sites in just hours.Secure Browser-based Services Online brands dont have control over the browser-based digital services on their sites such as Chrome extensions.This can result in lost revenue,data privacy risks,and slow site speed.Optimize Heavy Images Online retailers rely on large images and video to offer an entertaining shopping experience.Unfortunately,they can drag page load time down.Brands should optimize them using transcending code,image compression and resizing,lazy loading,and compression.Add Layers of Security Online retailers need constant visibility to detect and mitigate security threats on their sites.There is no silver bullet to protect against all cybercrime but adding layers of defense such as a WAF,a CSP,and bot mitigation will go a long way in preventing a data breach.Copyright 2022 YOTTAAThe challenge for brands is that the same technologies that provide shoppers with a great online experience also compromise security and drag site speed down.Below is a list of best practices that will help online retailers strike the right balance to keep shoppers coming back for more.The past two years have ushered in a new era of eCommerce.In 2022,all signs point to continued growth.Brands must keep up with customer demand,not just for products,but for great digital experiences.Some of the things online retailers should focus on in the coming year include:

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Paid Search Monitoringand Brand ComplianceSurvey Report 20222Contents01 Introduction.302 About this survey.403 Key findings.504 Investment in affiliate marketing.605 Improving client satisfaction.806 Implementing paid search and brand compliance solutions.1007 Leveraging the benefits of paid search.1208 Visibility and accountability.1609 Conclusion.17301$8.2bn2022 affiliate marketing spend in the US$136bn2022 paid search global market spend forecastIntroductionWere living in a golden age of digital marketing.As consumer behaviors shift,the pace of digital transformation has quickened across many sectors pushing marketers to invest more than ever before in various digital channels and affiliate programs as a way to generate growth.In 2022,affiliate marketing spend in the US alone is expected to reach a record high of$8.2bn.Meanwhile,paid search is being forecasted to hit a global market spend of$136bn by the end of this year.By investing in these growing markets,brands expect to generate new sales lease,bolster conversion levels and build meaningful business relationships.Yet as marketing strategies evolve and paid search and affiliate continue to dominate spend,its critical that brands understand the fundamentals of these cross-channel activities,the interplay between them and how it has the potential to affect brand safety and integrity.Affiliate non-compliance and the inevitable crossover this creates through paid search has the power to break even the strongest brands which in turn creates demand amongst brands for more effective brand safety tools and a need for cross-channel monitoring solutions.We wanted to better understand that evolving demand and the digital tools working to protect brands.For this reason,ClickZ has partnered with leading brand protection and compliance provider,BrandVerity,to conduct an extensive survey exploring marketing practitioners experiences with affiliate marketing and paid search,the key areas in which these mediums overlap and how threats to brand integrity could be overcome through dynamic cross-channel monitoring solutions moving forward.402About this surveyThe analysis in this report was compiled using responses to a ClickZ survey of senior marketing professionals conducted during Q4 2021.The survey was carried out by ClickZ in partnership with BrandVerity.The responses to the survey informed research into the effectiveness of affiliate marketing programs and paid search and brand monitoring solutions,as well as what determines a brands satisfaction with their affiliate providers.This analysis was further supplemented by the first-hand accounts and experiences of representatives from BrandVerity,Tripadvisor,Fiverr and CoursesOnline.503Key findings Digital marketing budgets are increasing,with 78.1 percent of respondents telling us they planned to boost their online spending in 2022.As budgets rise,nearly 40 percent of respondents indicate theyre planning to invest in paid search monitoring this year,despite only a third of brands who currently utilize paid search monitoring.Cost is the top barrier preventing organizations from investing in a paid search and brand compliance solution,followed closely by a lack of understanding concerning the benefits these solutions offer.Marketing professionals see minimizing cost per click(CPC)as the number one benefit of deploying paid search monitoring solutions,with maintaining brand safety and integrity follows as a close second.Organizations are clearly in desperate need for the visibility paid search and compliance solutions can provide to cross-channel marketing activities,with two-thirds admitting they have either low or average visibility over abuse within their existing affiliate programs.While just over half of organizations already have an affiliate program in place,less than a third of respondents say theyre“very satisfied”with their affiliate provider,with over 35 percent citing the need for built in brand protection indicating clear room for improvement.plan to increase online spending78%plan to invest in paid search monitoring405%cite the need for built in brand protection6Do you expect your digital marketing budget to increase for 2022?Over the past two years,theres been a colossal migration towards digital-led marketing models.Bearing that in mind,its hardly surprising our survey found an overwhelming number(78.1 percent)of brands are expecting their digital marketing budgets to increase in 2022.04Investment in affiliate marketing78.10%6.70.20%This dynamic clearly represents a shifting majority view that digital marketing is going to be a key component in driving overall business growth in the months and years ahead and one of the key opportunities that organizations are looking to explore in 2022 centers on the development of both new and existing affiliate programs.Affiliate marketing is a booming opportunity,especially considering the rise of freelancers and solopreneurs since COVID hit us almost two years ago,”explains Bar Salem,Affiliates Solutions Expert at digital freelance marketplace Fiverr.People are more open to the concept of working from home.Sharing information is second nature to Millennials and Post-Millennials who already understand the power of passive income.Eventually the numbers make sense your business will get massive exposure from your users and you will pay only when a valuable action is actually being placed(instead of CPC or CPM models).”Given the massive potential there,its little wonder many of our survey respondents reported their organizations already had an existing program in place.Increase Decrease Stay the same7Yet the market is incredibly varied in terms of how these existing programs are developed and maintained.For example,Fiverr opts to manage their program of hundreds of thousands of registered affiliates totally in-house.Our affiliate community is very active so its important that everything is managed internally to provide the most advanced service,marketing tools and reports,”explains Fiverrs Bar Salem.That internal team is tasked with ensuring affiliates always have up-to-date marketing tools,widgets and new earnings opportunities.By contrast,an increasingly large proportion of brands have started to favor a hybrid model in which portions of affiliate programs are handled internally,while other core functions are maintained by larger affiliate providers with extended global networks.Beyond our ability to help businesses build their brands with travelers or diners,Tripadvisor introduced,several years ago,a performance-based channel that allows us to work with a huge portfolio of content creators and sites that would be too small to work with on a 1:1 basis,”says Yuvdeep Parhar,affiliate marketing manager at Tripadvisor.The collective impact and reach that all of our publishing partners create is something that would be difficult to manage outside of an affiliate program.We manage the program internally;however,we do rely on our network partners to provide infrastructure and account support.”According to Sarah-Jane McQueen,general manager at CoursesOnline,this hybrid approach enables brands to get the best of both worlds:enhanced internal controls with the added benefit of a well-established and consolidated worldwide network of professional affiliates.In addition,we have an in-house affiliate manager who conducts active outreach to new affiliates who we feel would be relevant and provide good quality student leads to our training partners,”she says.Weve developed a suite of different tools and integration methods in-house for a bespoke solution.We want to be easy and flexible to work with and for new affiliates to find onboarding us quick and trouble free.”Do you have an existing affiliate program in place?YESNO52.90G.10%8Our survey found that in cases where brands have relied partly(or fully)on external support running these affiliate programs,satisfaction levels are staggeringly varied.05Improvingclient satisfactionHow satisfied are you with your existing affiliate provider?Very satisfied Somewhat satisfied Not satisfied 29.70F.50#.80%When asked about their experiences with providers,under a third of respondents said they were“very satisfied”.It goes without saying these findings suggest theres significant room for improvement on the side of providers,as well as the potential appetite for solutions that can ensure greater satisfaction with those providers.When asked about what determines their satisfaction with an affiliate provider,38 percent of respondents told us the diversity and quality of networks was an absolute must.For us its just traffic to the website or student leads,”says CoursesOnlines Sarah-Jane McQueen.The primary goal is high utility relevant traffic which converts well for our clients further down the funnel.”Technology and service and support solutions ranked even higher on our survey.But the top item on our surveys wish list was for providers to meet or exceed each clients organizational goals.9What factors determine your level of satisfaction with your affiliate provider?Its important to remember these factors are an issue for brands that manage their affiliate programs internally as well as those working with external partners.Running an affiliate program is like running a company inside a company,”says Fiverrs Bar Salem.It requires managing partners(which are not the core company users),taking care of all payments,customer service,fighting fraud and program abuse.This can be a lot for one team,but the biggest challenge,which is also our northern star,is to create a strong community,where affiliates can interact with each other.We want them to be able to learn and grow together.”Notably,35 percent of respondents cited their level of satisfaction with affiliate providers was dependent on their providers ability to offer built in brand protection solutions to ensure compliance of affiliates activity.Ability to meet or exceed my goalsService and support solutionsTechnology functionality and featuresDiversity and quality of affiliatesBuilt in brand protectionDiscovery of new affiliatesOther(please specify)59.80B.20W.80%9.805.304.308.20With more than a third of respondents highlighting brand protection as a key factor in their satisfaction with affiliate providers,its no surprise that brands are beginning to realize how critical it is to police and maintain affiliate compliance with brand standards within programs.06Implementing paid search and brand compliance solutionsUnfortunately,thats an incredibly formidable task for even the smallest programs.Prevention is the key here,so we vet our new partners thoroughly and set up blacklists,negative KW lists and core parameters for them to work within,”says Sarah-Jane McQueen of CoursesOnline.We regularly audit the activity and continuously ask for feedback on the lead quality from our partners.If we get any negative feedback on ad placement,ad copy or brand terms associated with our affiliate network we move quickly to investigate and remove that partner from the network if there has been an issue.”But for those brands or networks keen to automate what can be a labor-intensive activity,more and more organizations are finding a lifeline in paid search and brand compliance solutions.Has your organization implemented paid search and brand compliance solutions to stop affiliate non-compliance?Yes No,but we plan on doing so No35.609.40%.00At present,over a third of organizations have already implemented at least one paid search or brand compliance solution.But almost 40 percent of respondents said that although they havent yet invested,theyre planning on deploying such a solution in the future.At Fiverr,such solutions are a wonder in terms of shutting down fraudulent or non-compliant activity.We developed an in-house automation tool that spots affiliates that are involved in fraudulent activity,”says Affiliates Solutions Expert Bar Salem.This enables us to save money in commissions that shouldnt be paid.”In terms of whats delaying that investment,our survey found the number one barrier was cost.According to Van Chappell,General Manager of industry-leading brand monitoring and compliance provider BrandVerity,cost is undeniably a valid barrier for those organizations without the budget to invest in such a tool.In turn,responsibility rests with providers to meet smaller businesses halfway by providing solutions that are affordable.This is partly the reason that we launched a free version of our search monitoring last year,”he says.We believe that every brand should have the ability to monitor their affiliate activity in search results without fear of having to overspend.”Yet perhaps more interestingly,cost as a barrier was followed very closely by a lack of awareness about the benefits that paid search monitoring solutions can offer brands.If a brand doesnt inherently understand the benefits of employing a paid search compliance solution and the value it offers over the long term,it will be viewed purely as an additive expenditure,”says BrandVeritys Van Chappell.Brands and marketers need an education in brand safety and compliance in order to realize the cross-channel challenges and subsequent need for always on monitoring and protection.”What is preventing your organization from implementing a paid search monitoring solution?39.806.90.60%9.70%Cost Lack of awareness about the benefits Size of channel spend It will reduce my channel revenue and contribution /performance 12According to practitioners,monitoring creates an even playing field for affiliates because when brands dont monitor paid search,affiliates that are brand bidding have a leg up in acquiring traffic.07Leveraging the benefits of paid searchWhat are the benefits of selecting a paid search and brand compliance solution?That being said,our survey found minimizing cost per click(CPC)is seen as the number one benefit clients expect to gain by adopting a paid search monitoring solution.Item Overall Rank Rank Distribution Score No.RankingsMinimise cost per click(CPC)1 325 63Maintain brand safety 2 295 57and integrityProtecting affiliate channel 3 231 51from abuse by policingunauthorised adsEliminiation of wasted 4 227 54marketing spend due tochannel cannibalizationTransparency into affiliate ad 5 215 51messaging and placementAdherence to affiliate program 6 177 47terms and conditionsIdentifying and removing 7 174 48harmful ads on the SERPHighest RankLowest Rank13When affiliates infringe on a brands terms and conditions by bidding on their brand or trademark terms,they drive up CPCs for the brands own search campaigns,”explains BrandVeritys Van Chappell.And in some cases,where the affiliate earns the click and subsequently generates a conversion,they earn commission through the affiliate program.Then the brand needs to reckon with both increased CPCs on SERP and an affiliate commission,making the conversion more expensive.”Yet a large proportion of respondents also identified maintaining brand safety and integrity as a crucial benefit associated with paid search and brand compliance solutions.This is because when affiliates or competitors pose as another brand on SERPs,theres a lot of room for error in terms of how an organization is represented.With the help of constant monitoring,non-compliance can be addressed to ensure brand values and creatives are being used appropriately across all channels.According to our survey,clients whose organizations have already invested in such a solution are generally happy with the service theyre receiving although there is some room for improvement.Almost three quarters of those surveyed told us their current paid search and brand compliance solution was“adequate”,while 16.7 percent said their solution was“effective”.Meanwhile,nine percent of respondents said their current solution wasnt very effective at all and labeling a solution“adequate”isnt necessarily a glowing review,either.However,nearly 65 percent of survey respondents cited they were not currently employing a paid search and brand compliance solution.Therefore,the adequacy of current paid search and brand compliance efforts is presumably related to brands own manual monitoring practices and less about the effectiveness of professional,automated monitoring and compliance tools.How effective is your current paid search and brand compliance solution?Effective Adequate Not very16.70t.30%9t.3%indicate their paid search and brand compliance solution is adequate14According to Chappell,the onus is on compliance solutions to meet ever-widening client expectations.This requires solutions providers to place more emphasis on comprehensive monitoring,functionality,actionability and support levels.There will always be situations where something about an ad doesnt make sense,”he says.In these cases,you need to be able to bring in subject matter experts to help you identify the infringing affiliate and the techniques they are employing to avoid being detected.”At any rate,its likely this expert support and wide functionality will continue to attract brands to pursue paid search monitoring solutions.When asked about the value these solutions bring to the table in terms of preventing affiliate non-compliance,48 percent of respondents agreed paid search monitoring is a critical tool.Do you consider paid search monitoring valuable in protecting your brand from affiliate non-compliance?Yes Somewhat No48.00D.10H%Consider paid search monitoring valuable7.80%Forty-four percent cited paid search was“somewhat”valuable.Yet bearing in mind that three-quarters of respondents said their existing solution was“adequate”,this suggests a minority of clients do indeed have some expectations that arent being fully met,perhaps because of their own manual monitoring inadequacies.On the flip side,this sense of value may also stem from a lack of understanding in terms of what paid search monitoring solutions are actually capable of.15Our survey asked professionals about whether they understand the benefits of paid monitoring,and only a slim majority(51.5 percent)felt confident in their expectations.51.5%Understand the benefits of paid search monitoringDo you understand the benefits of paid search monitoring in protecting your brand from affiliate non-compliance?Yes Somewhat No51.505.90.60%Meanwhile,more than a third admitted they were only“somewhat”aware of the benefits,while 12.6 percent said they didnt understand paid search monitoring solutions at all.Bearing that in mind,it seems a lack of awareness is a clear barrier to greater implementation indicating clients would likely be more satisfied with the added value of these solutions if they better understood what those solutions are capable of doing.Brand safety should be the cornerstone of every affiliate program,where marketers know there is a mechanism to ensure their brand is safe and represented appropriately,”says Chappell.Most of the organizations we speak with are manually monitoring.They are depending on their own google searches to see whats happening in the SERP.But they are doing those searches infrequently and from a single location so theyll never have comprehensive visibility until they adopt an automated monitoring solution.Once an organization is effectively monitoring,they have all of the tools they need to monitor and take action on abuse that is happening.”16Whether or not organizations are fully aware of the benefits that go hand-in-hand with paid search and brand compliance solutions,our survey found affiliate clients are in desperate need of the sort of compliance visibility these solutions provide.08Visibility andaccountabilityWhen asked how much visibility their organizations have over their respective affiliate programs and affiliate abuse within them,only a third said they had significant oversight.Meanwhile,more than 39 percent of those surveyed said they only had“adequate”visibility followed by a sizable 28.4 percent who reported not having much visibility at all.Its important to note that visibility grows as an issue alongside a network as it expands.For large affiliate communities like Tripadvisor,affiliate marketing manager Yuvdeep Parhar says that developing strong visibility over affiliates is absolutely critical to success and that visibility is supported by the amount of resource an organization is able to deploy.But at growing hybrid affiliate networks like CoursesOnline,visibility isnt as big of a concern because volumes are still manageable.Its an area that well always be growing and learning how we can improve,”says CoursesOnlines McQueen.But were dealing with a small number of well vetted affiliates so its much easier to oversee that.”How much visibility does your organization have over its affiliate program and its ability to stop abuse and improve accountability?32.409.20(.40%Significant visibility Adequate Very little visibility1709ConclusionAs digital marketing continues to evolve at break-neck speed,an increasing number of brands are finding new opportunities for growth through affiliate programs.With marketing budgets on the rise,and a majority of brands already having taken the plunge by investing in their own programs,its clear that organizations understand the power of affiliate.But understanding the power of affiliate is only part of the equation to succeeding in this space and theres clearly room for improvement where the services of existing affiliate providers and networks are concerned.Part of the reason clients are looking for more from providers is that they arent receiving enough support preventing and monitoring non-compliance.Thats where paid search and brand compliance solutions like BrandVerity come to play and while a large proportion of organizations have yet to adopt such a solution,the benefits are impossible to ignore.Paid search monitoring empowers brands with the ability to maintain brand integrity,slash non-compliance among affiliates and boost program visibility to supercharge already successful programs.

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Product Discovery Engine Buyers GuideProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 20233 Introduction4 Managing algorithms and business rules5 Testing and reporting6 International and SEO7 On-site search10 Online merchandising use cases14 Personalisation and product recommendation use cases16 Performance and integration18 Operational impact20 Your key takeawaysContentsAll rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publisher.An objective set of evaluation criteria,grouped into practical use-case models,and drawing from real-world experience to help you through this decision-making process.”Product Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 20233Product discovery is one of the most important elements of ecommerce customer experience(CX).It has the power to increase your conversion rates,improve your average order value(AOV)and build customer loyalty when you get it right.How shoppers find and select products on your ecommerce site varies,shaped by factors including purchase need and product category.When shoppers know what they want,they typically use on-site search.But for those looking for inspiration,browsing through the product catalogue and on-page content is the starting point for sorting and filtering products.When navigating large catalogues,choice can be overwhelming,adding cognitive effort and slowing shoppers down.To address this choice paralysis you can leverage smart merchandising strategies.The martech landscape is constantly evolving,with a wide range of niche products covering just one facet of product discovery,for example search.On the other hand,vendors such as Crownpeak offer a full-suite product discovery solution so you can manage your search,merchandising,product recommendations and personalisation in one place.How do you decide which platform is the best fit for your business?Our guide provides an objective set of evaluation criteria,grouped into practical use case models and drawing from real-world experience to help you through this decision-making process.Its not a one-size-fits-all approach;review the use case models,select those most relevant to your ecommerce store,and use them to evaluate vendors.When referring to the digital shelf,we mean any product listing grid,which includes search results pages,category pages and store-in-store brand pages.You need a flexible solution that provides consistent tooling across your digital store,with the ability to tailor algorithms and ranking factors for single or multiple product grids.Weve suggested a priority level for each use case,based on our experience working with multiple ecommerce businesses.However,it does vary so make sure you assess the priority rating and adapt it as required.We have used the popular MoSCoW rating system:IntroductionMMUSThas to be satisfiedS SHOULDhighly desired but can go live without itCCOULDoptional but low priorityWWONTuse this when you need to de-prioritise a requirementProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 20234ItemUse casePriority1.1AI/ML engine that provides pre-trained algorithms to create default product sort order in the absence of business rulesS1.2Ability to add business rules that supersede the default algorithm e.g.always show own-brand in position#1M1.3Ability to upload historical sales and customer data to warm the algorithms based on your unique data profileM1.4Enablement of cold start strategies for businesses without historical dataS1.5Ability to apply more than one business rule to the same digital shelf to manage different merchandising strategiesM1.6Replicate business rules across multiple digital shelves to reduce manual effortM1.7Ability to set unique algorithms for different digital shelves e.g.prioritise role of product title and attributes for search resultsM1.8Ability to set a cocktail of rules and define the weighting for each rule e.g.sort 50%on margin,25%on sales velocity and 25%on stock levelM1.9Pre-set algorithms for popular recommendation approaches,including frequently bought together,bestsellers,other people also viewed,trending,related itemsM1.Managing algorithms and business rulesAn effective solution will provide a flexible set of algorithms,with the ability to create and apply specific business rules to influence product ranking decisions across the digital store,and vary your merchandising strategies to avoid a one-size-fits-all approach.Product Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 20235ItemUse casePriority2.1Integration with web analytics packages like GA4 to push event and user data for analysisM2.2Comprehensive reporting suite to enable analysis of performance for search,merchandising and recommendations,including:Filter usage on list pages Popular searches and product views List page CTR and conversion rate Search no results queries Low-converting products from list pages Average product position in list pages Conversion rate uplift for boosted productsM2.3Ability to run hold-out tests to compare default product performance vs.when product discovery rules are appliedM2.4Ability to A/B test ranking rules and provide reporting on the resultsM2.5Auto-selection of winning tests to reduce manual effort of updating ranking rulesS2.6View product listing reporting data in-line in the grid e.g.CTR,add-to-cart and conversion rateS2.7Get AI-generated business suggestions to improve product performanceS2.Testing and reportingIts critical you can validate and measure the true impact of adding a specialist product discovery engine.Make sure you understand the native reporting capabilities and the tooling to execute your testing program.Product Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 20236ItemUse casePriority3.1Ability to apply different algorithms to each country storefrontM3.2Apply different default sort orders to individual country sites and geographic regionsM3.3Execute different content strategies on the same digital shelf for each international storefront e.g.translated bannersM3.4Reduce manual effort by enabling parent content and business rules to be applied across one or more storefronts for quick replicationM3.5Product data provided by the discovery engine is rendered in readable format for spiders and bots*C3.6Product-related structured data is rendered using appropriate markup e.g.ratings&reviews*C3.7Business has control over which product shelf URLs,including filtered URLs,are indexable for searchM3.International and SEOYou need a solution that is flexible and enables localisation of trading strategies for individual markets,as well as providing simple automation to reduce manual effort by allowing you to replicate settings across multiple storefronts and digital shelves quickly and easily.*Please note its often not the responsibility of the discovery engine to do this,for example when you have server-side integration and the engine isnt directly injecting content into the front-end.However,its an important consideration to ensure that the implementation of a discovery engine doesnt adversely affect on-page content and page markup.Learn more Enterprise Search&Merchandising Solution BrochureDownloadProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 20237ItemUse casePriority4.1.1Control which product data fields are used in the search index e.g.dont include long descriptionsM4.1.2Support for multiple indices to include different content types in the search results e.g.products,videos,articlesM4.1.3Automatic updates to the index as the product catalogue data changes e.g.new SKUs added,attribute data changesM4.1.4Support for multiple languages to cover global storefronts,including special language charactersMItemUse casePriority4.2.1Ability to parse natural language queries and return relevant products e.g.“whats the best moisturiser for dry skin”M4.2.2Ability to differentiate between multiple attributes in the same query e.g.“loose fit adjustable floral maxi dress”M4.2.3Ability to understand product relations and compatibility for solution-based searches e.g.“soundbar for Samsung UE24N4300 tv”M4.2.4Recognition of commonly-used special characters and abbreviations e.g.32”means 32 inchM4.2.5Semantic search capability to handle complex queries by understanding word intent e.g.blue(attribute)dresses(category)size 8(variant)under 200(price)S4.2.6Ability to create and manage one or more dictionaries to improve search targeting e.g.synonymsM4.2.7AI-generated suggestions to append relevant synonyms to productsS4.2.8Ability to set redirects for search strings or specific exact match queries e.g.redirect query“X”to URL“Y”M4.2.9Automatic downweighting of out-of-stock items,with the ability to override this if the product is available for back-orderC4.2.10Speed up search experience by redirecting users direct to destination URL e.g.product detail page(PDP)when search for SKU is madeC4.On-site searchFor large catalogue retailers,search is used in up to 80%of all sessions,and conversion rate is 2-3 times higher than non-search sessions.Your ecommerce store needs to satisfy two key criteria for search results:accuracy and relevance.Unless you have a very small product portfolio,on-site search will play an important role in product discovery,so you need to maximise search efficiency.Weve grouped important use cases into search capabilities that help deliver this efficiency.4.1 Indexation4.2 Search results accuracy and business controlsProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 20238ItemUse casePriority4.3.1Control the text that appears within the search bar,and add animationM4.3.2Predictive type-ahead search suggestions including category,product and content matchesM4.3.3Ability to display product visual data such as image thumbnailsM4.3.4Set a default view in type ahead search for when the shopper hasnt started typingS4.3.5Ability to insert custom links into type ahead search and search results pages e.g.Customer Service informationSThe example from Feelunique shows popular searches in the type-ahead pane.4.3 Type ahead searchProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 20239ItemUse casePriority4.4.1Display popular searches and/or recent searches made by the userM4.4.2Ability to maintain URL control for search results pages to facilitate analytics trackingM4.4.3Ability to exclude or include search results page URLs from indexation for SEOM4.4.4Quick view and quick buy enabled on search results pagesM4.4.5Visual search enabling a user to upload an image and find relevant matchesC4.4.6Support for voice search to accurately convert voice queries into text stringsCItemUse casePriority4.5.1Default zero results page template is manageable within the CMS to enable content curation and updating without developer supportM4.5.2AI-generated product and content suggestions when no matching products are found for a search queryM4.5.3Ability to make personalised product suggestions on the zero results page based on the search query and user profileS4.5.4Semantic capability to parse search queries returning zero product matches and generate search suggestions e.g.Did you mean?,Other shoppers searched forSThe example from Superdry demonstrates sort and filter options clearly visible on the results page with quick buy enabled.4.4 Search features4.5 Handling zero resultsProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 202310ItemUse casePriority5.1.1Insert user-generated content(UGC)into the grid alongside product cardsM5.1.2Manually pin individual products to specific locations within the gridM5.1.3Preview new merchandising campaigns before theyre live in productionM5.1.4Create hero product layouts to elevate focus products in the gridM5.1.5Ability to merchandise specific grid sections according to a visual pattern e.g.each row contains a different colourwayM5.1.6Ability to group products by themes to simplify navigation e.g.by product sub-category or typeM5.1.7Ability to boost products that have the best stock availability(including variant stock)M5.1.8Ability to add category and product quick links above the grid M5.1.9Ability to generate Collection pages based on product attribute data that contain related products across multiple categories e.g.clothing and accessoriesM5.1.10Ability to inject related items into category pages to increase basket size e.g.belts for jeans,hats with scarvesS5.Online merchandising use casesEcommerce teams need smart tooling to control visual merchandising of product grids.For brands with small product catalogues(less than a thousand SKUs),browse is often more important than search in terms of session usage.Brands need to be able to control the visual real estate and use a mix of algorithmic and business logic controls to determine product sort order and merchandising campaigns.5.1 Visual merchandisingThis example from Nudie Jeans shows product category quick links being added above the product grid to fast-track shoppers to popular product types.Product Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 202311ItemUse casePriority5.2.1Display page sort options to enable shoppers to refine the default view e.g.sort by most trending bestsellersM5.2.2Display appropriate product attribute filters with attribute labels and the number of matching productsM5.2.3Control how many attribute filters are shown,and in what priority order,changing this for specific digital shelvesM5.2.4Enable attribute groupings to normalise data to simplify the front-end for shoppers e.g.“burgundy”,“claret”and“red”are all grouped into a filter by colour option“red”M5.2.5Ability to pin sort and filter controls so theyre persistent as the user scrollsS5.2.6Dynamically re-rank products based on sales performance and conversion propensityS5.2.Filtering and sortingThis screenshot from Le Col demonstrates the insertion of hero products into the grid to create a visual point of difference.Learn more Forever New Case StudyDownloadProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 202312ItemUse casePriority5.3.1Enable roll-over and interaction state changes on mobile and desktop e.g.change imageM5.3.2Enable shoppers to browse through each products image gallery direct within the product listing page(PLP)C5.3.3Display product variant options and stock availability,changing image and pricing based on which variant is selectedM5.3.4Enable quick view and quick-buyS5.3.5Add products to shopping lists from the grid e.g.wishlistMFashion retailer Asceno enabling image gallery browsing in the product grid.5.3 Product interactionsProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 202313ItemUse casePriority5.4.1Add custom tags to product records to enable smart categorisation for merchandising rulesM5.4.2Generate custom collections based on product tagsM5.4.3Automate product recommendations on PDPs based on product tag matchingMItemUse casePriority5.5.1Ability to insert marketing and promotional content above and below the product grid e.g.banner M5.5.2Ability to insert hero content into the product grid e.g.free shipping bannerM5.5.3Automatically display product badges(or labels)on specific SKUs in the grid based on data attributes e.g.new in,exclusiveM5.4 Product tagging5.5 Content marketing controlsProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 202314ItemUse casePriority6.1.1Tailor the products shown based on the shoppers prior and in-session browsing and purchasing behaviourM6.1.2Tailor the products shown based on the shoppers customer segmentS6.1.3Apply seasonal weighting to products based on when specific items are most popularC6.1.4Generate product associations on the PDP based on what other shoppers who viewed it also viewed and purchasedM6.1.5Make product recommendations based on the browsing behaviour of the shopper based on similar shoppers showing the same traits e.g.Customers like you rate.M6.1.6Ability to make product recommendations based on a customers profile data attribute S6.1.7Make content recommendations that relate to products and activities the shopper has clicked on or demonstrated interest in to aid discovery MItemUse casePriority6.2.1Ability to insert one or more recommendation blocks into all key page types,including homepage,landing pages,category page,PLP,PDP and shopping cartM6.2.2Automate product selection in recommendation blocks based on the shoppers profile and prior browsing/purchasingM6.2.3Ability to manually set which products display in the block e.g.select SKU numbersM6.2.4Ability to set business rules for which products appear in each block e.g.based on category,brand,sales velocity,marginM6.2.5Replicate a recommendation block to appear on more than one URL e.g.same block on all PDPs within a categoryM6.2.6Ability to push personalised product recommendations into digital marketing channels,such as email,via integration with existing technologyM6.Personalisation and product recommendation use casesThe key to product recommendations is the ability to insert recommendation blocks throughout the user journey,controlling the rules for what is shown at each step and fine-tuning product selection based on who your shoppers are,and where they are in their purchase decision.The following use cases should be considered.6.1 Personalisation6.2 Flexible recommendation blocksProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 202315ItemUse casePriority6.3.1Ability to auto-generate related item suggestions based on the product being viewed e.g.Get The LookM6.3.2AI image recognition to make product suggestions based on other items contained within the product imageC6.3.3Auto-generation of popular and trending product bundles based on transaction analysis of items frequently bought togetherS6.3 Product bundlesExample of Screwfix inserting bestsellers as product recommendations on a category landing page.Learn more All-In-One Product Discovery Solution BrochureDownloadProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 2023167.Performance and integrationWebsite performance has a measurable effect on conversion rates.Studies have shown that faster page speed improves conversion rate.When selecting a product discovery engine,do your technical due diligence and make sure you have understood,and can objectively measure,its impact on site speed and performance and the optimal integration path.Ask the following questions.What Is the historical uptime availability of the solution over the past three years?Are the support commitments in the SLA?Are the response times based on incident priority level?Provisions are made for local country support for global accounts?Does the vendor do to proactively monitor,measure and report on performance?Happens if the SLA is not met?Now consider your integration paths.There are two common approaches to integration:Server-side rendering(SSR)The server does the heavy lifting to render data before it reaches the browser,speeding up the browsers ability to show content,which leads to better Core Web Vital(CWV)scores.Lets consider a product grid for dresses.When the shopper clicks through to your digital shelf,the browser requests data from the server and the server returns the full page content,including the default sort order for dresses and any other content and features the page requires,for example product badges,attribute filters and quick-buy.Your product discovery engine is directly integrated with the ecommerce application rather than relying on client-side JavaScript.Browser requests HTML file from the serverServer fetches all the required data and renders the web application before transmissionWeb application is fully loaded and ready to useEvents,virtual DOMs(Document Object Model)etc.are addedPage content is directly available to the userSource:IonosProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 202317JavaScript in the gridIn addition to the known disruption to SEO indexing when pages need to run JavaScript to render content,client-side rendering can also adversely impact shoppers.The more code the browser has to execute to display your digital shelf,the longer it takes for the content to be visible and interactive.If youre considering technology that only works with JavaScript,carefully assess the overall UX,in addition to its impact on page speed.Validating impactA good vendor will be open to discussing a proof of concept(POC)phase,a paid trial period during which you can benchmark the results of running their product discovery engine against your current setup.Whilst this requires budget and technical resources from the team supporting your ecommerce store,it ensures an accurate measurement of the real impact.Be sure to measure the impact on site speed and on sales metrics like conversion rate,cart size and repeat purchase rate.Consider the following success criteria:SEO:how accurately can search engines like Google index the full page content?UX:how smooth is the content rendering to the user and how quickly can they use the page?Speed:what impact does adding new technology have on CWV metrics?Performance:what impact does this have on metrics like revenue per visitor(RPV)and conversion rate?Your happy path is a technology partner with an existing,proven integration with your ecommerce platform.For example,Crownpeak is fully integrated with BigCommerce,Commercetools,Shopify,Magento.Request a Crownpeak DemoProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 2023188.Operational impactMake sure you assess change management requirements for implementing new technology.Adoption is smoothest when end users are involved in the vendor evaluation because they buy into the new solution.Factor the following questions into your selection process:What security controls are there for you to manage user profiles and permissions across and within ecommerce storefronts?How detailed are use logs to track and trace what is being done and by whom?What tooling is provided,if any,for handling business workflows to control the publishing of search and merchandising strategies?How intuitive is the admin panel for end users to carry out daily tasks,such as creating new merchandising rules?What is the time impact on key processes i.e.where are tasks quicker vs.where will they take longer?How much of your teams daily workload will be self-serve through improved tooling vs.what requires support from developers or the vendor?Do you need to recruit new staff to make full use of the solution,or train up existing staff?How does the new solution impact your total cost of ownership(TCO)?Go beyond the licence fee,assess your resource costs for using it and ongoing maintenance fees.Dont underestimate the importance of these operational implications.Product discovery is part of your ecommerce ecosystem,so you need to be sure new technology fits with your overall technical and ecommerce product vision and provides tangible benefits,such as process efficiency and faster execution of merchandising campaigns.Product Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 2023199.Running scenario-based demosNow youve got a good handle on the criteria for evaluating product discovery engines,its time to plan how you approach and assess the vendors.Scenario-based demos make it easier to objectively compare vendors based on your specific business needs,rather than listening to generic product feature presentations.Heres an example of a scenario:Carla is the ecommerce merchandising manager.She has been tasked with setting up merchandising rules for a new collection launch and letting the business preview this before its published.Please demonstrate how your solution will enable Carla to:1.Create a new Collection listing page2.Auto-assign products to the collection based on data attributes e.g.brand,category3.Pin two specific products to the top two places4.Add a merchandising rule to prioritise products based on margin5.Visually merchandise the page by colourway6.Add a product recommendation block and show how wed manually set the products and create a rule to always show bestsellers in the collection7.Insert a hero product into the grid8.Insert a banner into the grid to promote free shippingWe recommend a four-step process for carrying out effective vendor demos:StepDescriptionSummary1Planning Agree stakeholder set,roles and responsibilities Agree business scenarios to be covered during demos Create a vendor brief including a detailed explanation of required demo scenarios Create an RFI sheet that lists all required use cases and the MoSCoW rating Create a weighted scorecard to enable objective evaluation Run internal briefing for all stakeholders2Vendor shortlisting Assess market for best-fit vendors(top two or three)Work with a consultant or agency if external expertise is required Create shortlist and approach vendors Submit briefs and book diaries3Vendor demos Run focused demos with clear agendas Record all sessions Appoint stakeholder to document actions and follow-ups Complete actions and follow-ups Request cost model from vendors4Vendor scoring Each key project team member completes the scorecard Create an aggregate score comparison Run internal workshop to review scores and agree preferred vendor Run follow-up calls with vendors if additional information is requiredProduct Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 20232010.Your key takeawaysMake the right decision for your business by deciding which selection criteria are most important.Agree the process you want to follow using our helpful checklist for guidance:DO DONTCheck your analytics:whats the relative importance of search vs.browse for your shoppers?Run a tick-box exercise with vendors;you have to understand how they satisfy each use case.Define realistic business scenarios and brief vendors on tackling these during the product demo.Accept what youre told;ask for evidence for claims like conversion rate uplift.Set clear vendor selection and success criteria;create a scorecard to objectively rate each vendor.Treat all use cases as equal;focus on what will drive value for your business and its customers.Ask vendors how each use case is satisfied and to provide evidence and case studies e.g.an ecommerce store already doing it.Rush the process;take your time and assess vendors in sufficient detail to make a confident decision.Reach out to your network to get independent reviews of vendors in addition to testimonials(testimonials are always positive!).Accept the first cost proposal youre given;negotiate with vendors to get a fair price for both parties.Ask for ROI evidence and run the numbers to measure what uplift you need to justify the investment.Implement new technology without properly measuring the impact on site performance and key metrics.Request a Crownpeak DemoRequest a Free Ecommerce Audit Product Discovery Engine Buyers G UK: 44(0)207 193 4600 US: 1 415-463-7044 London Research 2023About the authorJames is an ecommerce strategy and replatforming consultant with more than 16 years experience working with B2C and B2B brands including Pangaia,Victoria Beckham,Dr.Barbara Sturm,Mars,Samsung,The Wine Society,RSPB and RHS.He helps organisations deliver ecommerce growth based on realistic plans and budgets.James current focus is guiding organisations through the complexities of new platform builds or replatforming projects,as a technology/solution agnostic independent consultant.James launched the popular Re:platform podcast in November 2019,a weekly podcast that gives practical advice and guidance for ecommerce technology selection,replatforming projects,and running and managing an ecommerce store.The podcast is in Spotifys Top 10%Most Shared Podcasts globally.James GurdOwner and Director,Digital JugglerAbout usLondon Research,set up by former Econsultancy research director Linus Gregoriadis,is focused on producing research-based content for B2B audiences.We are based in London,but our approach and outlook are very much international.We work predominantly,but not exclusively,with marketing technology(martech)vendors and agencies seeking to tell a compelling story based on robust research and insightful data points.As part of Communitize Ltd,we work closely with our sister companies Digital Doughnut(a global community of more than 1.5 million marketers)and Demand Exchange(a lead generation platform),both to syndicate our research and generate high-quality leads.Crownpeak strives to enable customers to create tailored digital experiences,to expand their brand and grow their revenue.Clients around the world including Unilever,Bosch,Nintendo,Asos and La Redoute trust Crownpeaks cloud-native SaaS Digital Experience Platform(DXP)solutions to achieve their data-driven content goals and level up their digital experience initiatives.Founded in 2001,Crownpeak continues to expand their product suite,providing Content Management,Digital Accessibility&Quality and Product Discovery capabilities to empower customers to build their own customized and successful DXP.Headquartered in Denver,Colorado,Crownpeak has offices in countries across the globe,including London,Paris,Amsterdam,Mnster,Sofia and Dortmund,Germany.For more information,please visit .Learn moreLearn more

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