{"componentChunkName":"component---src-templates-blog-tsx","path":"/blog","result":{"pageContext":{"blogs":[{"title":"Migrating to Shopify Plus: The 2023 Definitive Guide","slug":"migrating-to-shopify-plus","description":"The Shopify Plus platform offering has seen unprecedented growth in recent times, with thousands of brands and retailers in the mid-market and enterprise segment moving over to the SaaS platform from either legacy platforms or more bespoke setups (alongside well-backed DTC brands launching on the platform or growing through other Shopify versions). ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"With so many brands needing to scale quickly due to increased demand and the need to simplify operations and reduce focus on unnecessary technical overheads, the Plus proposition has become the de-facto for DTC brands in particular looking to grow revenue and their bottom line. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In this guide, we're aiming to cover all of the key areas of consideration for migrating to Shopify Plus, allowing for larger and more complex implementations.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Why do companies migrate to Shopify Plus?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are so many reasons for brands and retailers assessing and moving to the Shopify Plus platform, but the most common ones, in my opinion, are:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Agility","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The biggest reason people move to Shopify Plus, in my experience, is being able to get more feature development and optimisation efforts delivered within their budget. This is a real game changer for brands and comes as a result of the following.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Technology partner and developer eco-system","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The ","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/"},"content":[{"data":{},"marks":[],"value":"Shopify App Store","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" is what really separates it apart in this area, with so many feature-rich and constantly improving technology partners making it far quicker and easier to achieve new functionality. The apps and technology partners are also typically open for further customisation (via APIs and integrations with other third parties). And the SaaS infrastructure also means they’re always improving. This approach allows brands to achieve a high percentage of their requirements at a low monthly cost, rather than investing time and budget into building something bespoke that then won’t be progressive.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This approach really helps brands to innovate within budget and remain agile around new features. Examples of these features could be quizzes, marketplace functionality, different levels of personalisation, trade-in and so much more.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another major benefit is the number of highly capable agencies in the Shopify Plus space. They are capable of building very strong themes and handling other key aspects of a project and on-going program of work. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A lot of the agencies have come from a design and front-end background, so they’re a bit more focused on this area, which is a real benefit for the average merchant looking to migrate over to Shopify Plus. The volume of good agencies makes things a lot easier for merchants and you then also have a lot of more specialist developers focused on other key areas (such as app development or specific types of integrations) that can support where needed. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Overall, there’s a real shift towards value here compared to some of the other platforms where there’s a lot of expense around maintenance and other professional services required to deliver projects. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The focus on configuration vs. development","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"One key difference with Shopify compared to other platforms is their commitment to building more functionality into configuration and reducing the need for development, beyond the front-end and particularly complex functionality. Areas such as payments, adding additional currencies, and checkout options are managed via admin configuration, saving a lot of money and time and allowing teams to be more agile with testing things like international features. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Underlying simplistic architecture","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The reduced need for back-end developers and technical inputs generally, restricted access to the platform via APIs, and unrivaled documentation make new feature development far more efficient in terms of time and cost. The overall experience for the client is also then so much cleaner, as a result of fewer bugs and reduced scope for issues. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Re-focusing internal resources ","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"As already touched on, the core areas of focus with Shopify Plus are quite different to other platforms and there’s less need for management of maintenance and major technical projects (such as upgrades). One of the biggest benefits for a growing brand, in my opinion, is being able to focus teams on the end-to-end customer experience, brand development, retention activity, and new customer acquisition. Again, for our average brand moving to Shopify Plus from one of the monolithic, more legacy platforms, this is both a driver and a key benefit. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Scalability","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopify Plus is proven to scale in a number of different ways, such as with short-term and long-term increases in demand, concurrent users, and transactions. This scalability is also evident as more complexity is introduced into the business and as the remit of the business is broadened (e.g. new markets or channels). Other platforms can also scale, but with a lot more inputs and investment, as well as internal capacity. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Reduced OPEX costs (and distribution of budget)","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"I’ll dig into this more in the total cost of ownership section of this guide, but overall, the OPEX (operational expenses) costs around Shopify Plus are typically lower (in many cases, much lower) than the obvious and most common competitors. I’ll go into specific line items and how you’d actually compare different models later on. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In addition to this, the percentage of development budget focused on new features and areas designed to drive incremental revenue is much higher, with very low spend on maintenance and support elements.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Features, innovation and newness","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another area that can often drive people to start reviewing Shopify Plus or even triggering the move is the cadence of new feature releases and then also the amount of innovative or unique features and offerings they’re releasing. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In 2022, there was a huge amount of new features and functionality within Plus, with obvious examples including the introduction of Hydrogen and Oxygen, Shopify Audiences, improvements to Markets, the introduction of marketplace kit, Shopify Functions, the new B2B offering and various others.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Recent examples of innovative or new-to-market features introduced have included various aspects of social selling (such as Pinterest, YouTube and TikTok), ShopifyQL, the acquisition and integration of Dovetale, various levels of web3 integration (NFT morning, tokengating, crypto payments) and lots more. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ease of use","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another element that has always helped Shopify and Shopify Plus is the intuitiveness of the admin UI—with constant testing and improvements to usability and positioning of features and functionality. This may seem small, but admin users are always citing this and I frequently hear senior stakeholders talk about how much cleaner the Shopify and Shopify Plus admin looks following platform demos. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Building the business case for Shopify Plus","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Most commonly, internal teams will need to build a business case to get a CAPEX spend signed off. The points mentioned above are some of the most common things to reference, along with a breakdown of costs. The points following this section will help with building a budget, but often you’ll want to include some of the following when building a business case for replatforming:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Cost comparison over three years (new tech stack vs existing tech stack)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Contributions to growth of the business (new channels, key bottom line drivers etc)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Additional justification of any sunk costs (detailed out ideally)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Time savings and any other savings for the wider business","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Any potential security or compliance benefits","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Any other forms of de-risking the business","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Any other net benefits (better integrations, CX improvements, internationalization wins etc)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Approach to project (counter any arguments around resource constraints, detail project team etc)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Case studies from other brands (ideally ones that the business respects and looks up to)\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is high-level, but the above and the detail below should help to put together a compelling argument and also help for planning and countering any key arguments. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Assessing the total cost of ownership (TCO) of ecommerce migration","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Doing a TCO (total cost of ownership) assessment with different platforms is always tricky, with variables around cost models and different areas that require differing levels of investment. Shopify Plus is often cited as being quite hard to assess, as there are a few areas that aren’t the same or comparable with other platforms. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The core costs are pretty simple, with the license being either the flat $2k per month or the GMV, varying by month depending on volume. The build costs are then typically pretty straightforward, with either a fixed cost or variable estimate defined following a discovery phase. There are, however, some costs that are a bit harder to compare and review. The main areas that fall into this category include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"App costs (plus per store)","nodeType":"text"},{"data":{},"marks":[],"value":" - third party app providers will typically charge on a monthly basis, which can really start to add up as you use more and more expensive providers. This isn’t hugely different to a lot of other platforms, but is often commented on by platforms where modules are typically charged for on a one-off basis or where customisation is typically handled in a bespoke manner by developers. I personally love how the apps side of Shopify Plus’s eco-system works, due to the progressive nature of the solution (constantly adding new features and integrations). The only other variable is most apps charge per store / instance, but this is also often negotiable if you broach pre-signing with the vendor or contact them directly. This can be negotiated usually.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Payments","nodeType":"text"},{"data":{},"marks":[],"value":" - this is definitely the biggest variable here, with Shopify Payments being the primary route for most and then merchants paying an additional 0.15% processing fee should a compatible third party provider be used. Generally, Shopify Payments is fairly competitive around costs, but the simple nature of the costing can cause a lot of confusion when comparing against other providers, who split out areas like interchange fees and also merchant services fees and authorisation fees etc. I regularly have conversations with finance teams who have wrongfully decided Shopify Payments is very expensive, due to this nuance in how fees are represented. Markets Pro is another new variable here.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Licensing variables (multi brand) ","nodeType":"text"},{"data":{},"marks":[],"value":"- this isn’t applicable to all, but we regularly find we need to factor in costs around multi-brand agreements, as different brands will typically trigger a new agreement. This is always worth a conversation with Shopify, but often there will be additional charges here. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Support and maintenance ","nodeType":"text"},{"data":{},"marks":[],"value":"- often, when comparing platforms, there’ll be line items against one platform for things like hosting, version upgrades, support / maintenance hours, and so on, whereas this isn’t needed with Shopify Plus as it’s handled at a platform level and provided as a SaaS. Although the majority of Shopify Plus users will have a development retainer, most will use those hours primarily for new feature development, and optimisation efforts.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"To summarise, the main costs that need to be allowed for when approaching a Shopify Plus migration project are:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Theme design and build (agency) ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Data migration costs (usually agency)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Any custom app work (agency or separate third party)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Any consulting or interim needs (optional - e.g. PM, solutions architect, BA)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Integrations (often separated out to a specialist)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Testing (optional)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Analytics (optional - but many agencies won’t be specialists, so you’ll want an independent analyst)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"SEO direction & support (optional - but you’ll likely want a specialist)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Third party and app costs","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Any change in payments rates (including FX fees","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Contingency budget for any change requests and other expenses","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"You probably want to map out the above and build a three year model with a comparison against your current approach and tech stack. Sometimes you’ll have more complex variables like a reduction in headcount or split budgets. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Recommended steps for de-risking a Shopify Plus migration","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"A replatforming or migration project is always high-risk, no matter what people tell you. This said, there are a lot of steps that can be taken to reduce risk in different areas, with the following being some of the big ones. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Build out your initial requirements","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"When you’re approaching potential development partners (and even third parties in some ways), it’s important that you’re providing enough detail for them to give you an accurate time and cost estimate. I often see projects go into discovery with one cost estimate or timeline and come out with something very different - leading to frustration, a loss of time (in moving to another provider) or the project not being deemed a success (due to late delivery or budget overages). This is often the client’s fault though, or at least they didn’t provide clarity in places and left assumptions that led to an inaccurate estimate. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We always suggest providing enough detail for a team to be able to accurately estimate the project, leaving as little as possible unknown. The ideal scenario is that if items are left fairly open to T&M  or post discovery estimates, they’re the smaller areas that are not going to add significant time based on variance. This won’t always be the best approach, but it usually helps to de-risk. You can always vary the scope in discovery and you should definitely remain open and flexible. But the goal is ensure that you’re able to deliver a scope you’re happy with within budget. If your budget is tight or fixed, this is even more important. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Here are some key tips for building an initial set of requirements to approach agencies with:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Make the role you want them to play clear (e.g. role in integrations or data migration)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Quantify any data you want them to migrate or own (e.g. number of orders or customers)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Detail all complex areas of the project (this is key - anything non-standard and unique to your business)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Detail any integrations requirements (but make their involvement clear - e.g. advisory services)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Detail how areas like international or customer accounts work currently and how they need to work (number of stores or scope of account is often a variable)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Try and provide any info on items you know you’re looking to improve (e.g. filtering or gift cards)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Provide details around any known third parties and enough detail for them to have a view on new ones.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Potentially involve a specialist to help get to this point (to ensure the brief and scope is sufficient and meaningful)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Make your team clear (so they can suggest additional bits where needed)\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"The overall goal here is to get an accurate response. This doesn’t mean the fastest or cheapest, but does require clarity around cost and timeframe. Also, this upfront detail isn’t the be all and end all, particularly if you have a relatively open budget or you’re happy to be flexible. But, it can massively de-risk against on-time delivery and on-budget delivery. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Think about internal deliverables and capacity","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of the biggest routes to de-risking is ensuring that you have the right team and skill sets to deliver the replatforming project to the highest possible standard. Most of the projects we work on will have a team made up of internal and external resources, with us often filling some or all of the external inputs. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Really, a replatforming project requires the following, with some variables depending on size and complexity:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Designer(s)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Developers(s) with varying skills requirements","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Project manager or owner from each external team (e.g. agency, integrations provider, SEO agency, etc.)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Overarching project lead, project manager(s), product owner(s), and/or program manager— this person or people will own the combined scope, delivery, and budget of the project","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Execution resources (usually internal) focused on areas like configuration and different levels of data importing","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Internal or external testing resources (or combined)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"SEO input (usually external)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Analytics input (usually external)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Solutions input (usually external but not always needed) to govern key technical areas and collaborate around approach to key aspects","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Business analyst (very rarely needed beyond agency or internal resource, but very useful)\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"This team will massively vary depending on the size of the project and the skills you have via your internal team or external agency.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Building out the internal deliverables as early as possible is key to having a successful project plan and being able to commit to an overall timeline. Most of the projects that we’ve seen delayed have been because of the internal team, rather than external. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some of the key internal deliverables include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Front-end testing and user-acceptance testing (UAT)","nodeType":"text"},{"data":{},"marks":[],"value":" - it requires a lot of time to do this properly. You’ll want as many people as possible to help and you’ll need to build out test scripts, source physical devices (dictated by those most important to you). You can outsource higher proportions of this, but you always want to do some level of testing internally. I’d usually recommend getting test scripts built fairly early based on the initial documentation and design. I’d then start sourcing people that could help internally and then you’d want to divide and conquer. You’ll always find bugs even with the best agency in the world, plus it gives you a higher level of assurance around the site. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Integration testing","nodeType":"text"},{"data":{},"marks":[],"value":" - same as above, but you’ll need more specific stakeholders to help. It’s key to get the test scripts built out based on the initial documentation, which will require key inputs from your finance team (e.g. discount reporting, handling of gift cards, loyalty points. etc.) and IT operations. The systems involved here will vary, but it’s important to get this separated out and done properly, end-to-end. As with some of the other areas, the quicker you get this done, the less risk and the more time you have to perfect other areas. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Analytics and tracking testing","nodeType":"text"},{"data":{},"marks":[],"value":" - you’ll likely outsource the execution work here, but you’ll need to test all of the tracking and analytics for your new site. You’ll likely have minor bits that may require tweaks post launch, but the core should be tested to ensure proper tracking and that you’re able to assess the success of the launch.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Data migration testing ","nodeType":"text"},{"data":{},"marks":[],"value":"- ensure you have time to test data that’s been migrated, with a focus on any balances, customer properties, and orders. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Management of projects ","nodeType":"text"},{"data":{},"marks":[],"value":"- This is the big one. Depending on the complexity and scope, you may want to outsource this to a specialist again. If not, you’ll just want to ensure you’re documenting as you go and you have a really strong project plan built out for all of the different third parties as there’ll be lots of dependencies. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Configuration of Shopify ","nodeType":"text"},{"data":{},"marks":[],"value":"- although mostly straightforward, it’s important to plan the configuration tasks with things like the payments application, tax rules, shipping rules and various other tasks that sometimes have dependencies. This can also become bigger when you have multiple stores and business entities.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Redirects (possibly) ","nodeType":"text"},{"data":{},"marks":[],"value":"- this is one of the most important tasks when replatforming, but it doesn’t always sit with the internal team. This is a big task when done properly, so it’s important to build into your project plan with ample time for testing. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Catalog build ","nodeType":"text"},{"data":{},"marks":[],"value":"- there’s lots more detail around this in this guide, but this is probably the biggest one, when done properly (architected to keep things efficient and for long-term effectiveness). There’s a lot of work to be done here and setting up collections properly also takes time. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Launch planning (inputs)","nodeType":"text"},{"data":{},"marks":[],"value":" - depending on your team, you’ll have varying inputs around things like DNS management and setting up of domains, both of which need to be planned. You then also have things like sending reactivation emails for customer accounts, ensuring all tracking is working. I wrote this guide a while ago which is useful for ","nodeType":"text"},{"data":{"uri":"https://paulnrogers.com/shopify-launch-checklist/"},"content":[{"data":{},"marks":[],"value":"planning a Shopify launch","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Planning any reporting bits","nodeType":"text"},{"data":{},"marks":[],"value":" - another area that can be overlooked is business reporting, with people not realizing that they need to re-connect certain reports or Shopify doesn’t natively support certain reports (e.g. a discount report). This is something that, again, needs to be planned ahead of a launch and assigned to internal team members. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Think about who is best to deliver key parts","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"As already touched on, for larger or more complex projects, the days of just selecting an agency and moving forward have arguably gone, with the ideal project team comprising a number of key, specialist inputs. Depending on the brand and the scope, we will sometimes suggest a separate creative influence (if the scope is broader or the agency isn’t best placed—definitely not always needed), an integrations partner (to ensure that this is delivered in the best way and is future proofed), an SEO specialist, an analytics specialist and then potentially some level of testing support. Another area that I mentioned above is doing key areas of the product and catalog migration internally to assure quality and ensure the data is built how you want and not how it has been in the past. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The more you de-couple key areas and bring in experienced specialists, the less risk there is in that area, and also in the delivery of the overall project. The only one comment I’d add is often you’ll need to allow for a buffer. You’ll need to get the communications right in places, which can end up increasing the timeline, but it’s typically worth it and reduces risk.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The biggest one mentioned above is integrations, where a business can really benefit from handing over to a specialist platform or company. Using an integration platform means that there’s usually some level of pre-built feature-set and integration available and they’re also only focused on integrating systems in the most progressive way possible. Although it’ll often cost more, I’ve found that these companies are a lot better at scoping this area, testing, and they tend to push best practice and be more proactive around improvements. Moving data around is so important and having a service that can own this, unify that data, add in logic (e.g. stock syncing between two stores that use the same stock file or some level of queueing) can be really beneficial. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Get your data in early","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Probably the best bit of advice I can give anyone working on a project looking to de-risk is to get the data in early. The most important bit here is the product catalog, as that’ll usually use a lot of internal resources and also have a lot of dependencies (e.g. building out of collections, testing and configuring third parties, VMing of collections, various levels of testing etc). If you’re able to get your catalog built early, it’ll allow your team to focus on other areas and also just get ahead. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The same principle does apply with customers and orders, but there’s slightly less benefit in getting all of it in straight away, as chances are you’ll be doing a delta import later on anyway and there aren’t the same level of depencies. The same applies to the likes of gift cards, discount codes, reviews etc.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As a general rule of thumb across, getting data in and finished off early reduces stress and fraction towards the end of the project when there will be other priorities. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Allow time for getting your catalog right","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Getting your product catalog built well is a key part of a replatforming project, but there are nuances with Shopify Plus that don’t necessarily exist with other platforms. Some of the key steps to getting this right that I’d recommend include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Ensure you’re at least having big inputs on this internally ","nodeType":"text"},{"data":{},"marks":[],"value":"- it’s very rare for an agency to be best placed or right to take ownership of your catalog—as it’s never a like for like and lots of other areas can impact how data is structured in Shopify. Lots of agencies can write scripts to help with the import, but getting this right in Shopify takes more thought (if you want to perfect things like smart collections, improve filtering, and get the most out of third parties). This isn’t just a Shopify thing. A migration represents the perfect opportunity to perfect and improve your catalog. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Build your master doc","nodeType":"text"},{"data":{},"marks":[],"value":" - initially, we suggest mapping out all of the required tags and metafields in order to build out content for all templates, build your smart collection logic (to populate the collections based on rules), allow for theme logic requirements, populate data feeds, allow for all apps and third parties and then anything else needed (e.g. reporting or segmentation). From here, you can have a level of documentation (for other team members) and then you can start to populate the fields in a spreadsheet.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Manually map and build the data","nodeType":"text"},{"data":{},"marks":[],"value":" - we often suggest doing the next piece internally, to ensure that everything is perfect (it’s also good for your team’s education). We’d map data from the source file into columns in a spreadsheet and then delegate out responsibility for any new fields (e.g. a metafield for a new content slot on your PDP). If you have a huge catalog, you’ll probably want to do a bit of a hybrid approach to programatically map some fields and then go from there. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Import ","nodeType":"text"},{"data":{},"marks":[],"value":"- From there, we’d then change the headings of the metafields, concatenate the tag values and then import into Shopify (we use Matrixify, which we’d recommend). Another step for de-risking is to do one perfect product first, to ensure everyone is happy and also all the data is working as expected. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"This may sound cumbersome or unnecessary, but the catalog is very important and there’s a layer of business reviewing that needs to be factored in. The value of re-thinking the data and having a very clean tagging taxonomy for example is also often not considered. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ensure there’s sufficient focus on SEO ","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Although often overlooked or considered secondary, SEO is one of the most common causes of a failed project. With so much risk associated with migrations anyway, and so many key considerations that need to be factored in, SEO can easily be overlooked to your company’s detriment. Although Shopify has got loads better with the technical SEO side, there are so many tasks and deliverables that need to be planned and accounted for in order to minimise the impact of a migration on visibility and organic revenue. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Key areas that need to be considered here include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Data migration","nodeType":"text"},{"data":{},"marks":[],"value":" - it’s key to migrate core data in the same way to avoid change, such as the long description, supplementary content and then of course metadata. Although the front-end will likely change, the actual content across the site will ideally remain the same to avoid Google and other search engines seeing large amounts of change. This is a key area that needs focus from multiple stakeholders and it should also be factored into the testing plan.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Use of JavaScript ","nodeType":"text"},{"data":{},"marks":[],"value":"- it’s still best practice to allow core content to render without JS. I regularly see themes built that are rapid but most content is loading in via JS, which many search engines still struggle with and can still cause issues with Google. The most common JS-related issue I see though is the product grid, with some solutions offering things like personalisation as a result of loading in the grid via JS in the browser. It’s important to make sure that you’re optimizing as much as possible here. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Hreflang ","nodeType":"text"},{"data":{},"marks":[],"value":"- hreflang with Shopify can be very complex, because you’re usually working with multiple stores, which can have nuances with catalogs. If you have multiple DCs or warehouses, chances are a blanket logic won’t work. You should be ensuring handles are the same across all stores for the main base logic and looking to build in the ability to overwrite hreflang references where needed (if collections or products aren’t on all stores, for example). This can get more complex if you’re using a combination of markets and expansion stores. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Changes to templates and navigation","nodeType":"text"},{"data":{},"marks":[],"value":" - it’s fine to make changes here, you just need to understand the risk from an SEO perspective. If you quantify the risk and are happy with it, you can do what you want around changes here. But, if your primary goal is to reduce impact on organic visibility (if you’re heavily reliant on non-brand organic traffic), then you’ll want to be careful. Major changes to content and internal linking can have an impact on short-term and long-term visibility.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Performance ","nodeType":"text"},{"data":{},"marks":[],"value":"- The other obvious one is performance and ensuring the site is optimized for core web vitals. This needs to be governed through the project and, again, core web vitals should be part of the testing and UAT phase. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Overall, I’d say it’s good to quantify the level of risk associated with SEO during migration, and just balance out the cost–benefit when you’re making significant changes. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Keep key stakeholders involved and informed","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are so many important stakeholders in a replatforming project. I could write a guide on the management and communications required alone. But there are certain stakeholders that you’re going to need to be on-hand at key points to assure the project. The ones we typically need key inputs from are:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Finance","nodeType":"text"},{"data":{},"marks":[],"value":" - key inputs around payments, reporting and integrations.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"IT","nodeType":"text"},{"data":{},"marks":[],"value":" - key inputs around integrations and technology in general (as well as things like domains and DNS for launch).","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Marketing ","nodeType":"text"},{"data":{},"marks":[],"value":"- key inputs around reporting and tracking.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Creative","nodeType":"text"},{"data":{},"marks":[],"value":" - Key inputs around, design, comments and the front-end CX in general.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Merchandising","nodeType":"text"},{"data":{},"marks":[],"value":" - Key inputs around inventory, reporting and product.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Operations and logistics","nodeType":"text"},{"data":{},"marks":[],"value":" - Key inputs around integrations and CX. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"This will vary by project and business, but the above usually makes sense and is fairly consistent. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"I’ve kept the next section—selecting an agency—isolated, but it’s also a massive part of de-risking a project. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Selecting an agency","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you’re outsourcing the build or even just parts of it, selecting an agency is going to be one of the key influences on the success of your project. There are lots of things to consider here and everyone tends to have different views on what makes a good partner. Here are some things to look at and some bits of due diligence we recommend from our experience.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Look at their work organically","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s always good to judge agencies based on the quality of their work, be that the front-end of their sites or complex features that have been delivered. You can then delve more on specifics as you talk to them. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Assess project team","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The project team is often the most important part. The goal is to have a very capable project lead, PO or PM, a designer (if applicable) that resonates with the brand and business, and developers that are able to deliver key aspects of the build. You won’t always have full visibility here, but the main project manager and account manager roles are usually key, as they’ll be your main point of contact. The other one would be the people leading the discovery, which is key, and something else to focus on during your assessment.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Where do you sit?","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another important area is where you sit in their client roster. Again, this doesn’t always matter, but you often see brands end up getting a lesser service as a result of being the smallest client. Equally you may not want to be someone’s biggest client if you want to benefit from ideas from other similar sized businesses. Again, this can depend on what you actually need from the agency, with some wanting them to deliver development tasks and others wanting a true partner for growth.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Beyond launch","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another thing to always consider and do due-diligence on is how things work and costs beyond launch. This will help ensure that you’re clear and aligned with expectations, budgets, preferred ways of working, and availability for assistance.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Take up references (direct and indirect)","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"I always like to take up references that are given and then also get independent feedback from anyone else that has worked closely with the agency or previous clients. This level of due-diligence is always important, and usually gives you tips for how to get the most out of the agency.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Gauge capacity","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Because of the popularity of Shopify and Shopify Plus at the moment, one of the biggest variables around the quality of work and on time delivery of a project is capacity, with many agencies struggling to resource projects or allow for any changes to scope. This is always hard to read and fully understand, but it’s always worth asking about and just getting a bit of verbal reassurance. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Governing discovery and further de-risking","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Again, there are always variables here based on how the agency prefers to work, how fixed your budget is, and the timeline for the project. My advice going into discovery is the following.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Avoid major unknowns","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Assuming there’s been a CAPEX budget signed off, I always say that you should look to give an agency enough detail to provide a considered quote, but you should then remain open going into discovery. My preferred approach is to get a fixed quote (or close to one) for a scope, but that scope should then be open based on collaboration with the agency’s team. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So, as an example, you may have a $100k budget and you’ve outlined in detail what you need to achieve and base level functional requirements for key areas. But you may be able to go and ask for more budget if there’s rationale or you choose to extend the scope. The key is having protection against what you need to deliver within the allocated budget, but you then may be open or choose to invest more based on the discussions with the agency.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The goal is to avoid too much time on high-level estimates, as this can lead to exceeding budgets and then also giving the agency enough context and detail to accurately quote. Both sides can lose out here and the relationship can be put under strain as a result of a lack of detail.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Think about administrability","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"When you’re going into detail through the discovery - you should have one eye on administrability, as some third parties or approaches to functionality may cost your internal team significant amounts of time. The goal should be to give your team freedom to trade the site and represent the brand as well as possible, whilst also being able to import / export where possible, avoiding duplication of data across tags and metafields. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This may sound strange, but pushing something into a private app or a third party can make things a lot harder to manage. Choosing third parties that don’t support multiple stores (e.g. a search and / or merchandising solution) can also cost a lot of time.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Architecting for multi-store ","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is one of the biggest variables for large Shopify builds, with the number of stores having a big impact on overall cost and complexity, but also overheads for internal team members. This is, again, something you’re better off having a view on before going into discovery, just to avoid shocks through the process.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The biggest things that lead to additional stores today (as many of the issues have now been resolved) are inventory sources / DCs (as you cannot currently assign locations to different markets) and pay-outs (being able to pay into separate bank accounts), with some other considerations around catalog and local trading. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The other consideration here is now Markets Pro, which can also help with some of this, but there’s a bigger discussion around where that fits and the additional costs. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Final thoughts","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Migrating across any platform can be a complex process, but with the right planning, de-risking, support and expertise, a replatforming project can be a success - and can be a rewarding exercise for any brand.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you need any support in your ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/ecommerce-replatforming-consultancy/"},"content":[{"data":{},"marks":[],"value":"replatforming management","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and want to explore how we can help, then 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Here’s a guide on how to succeed as a premium fashion brand in an increasingly digital world, and how to use ecommerce and performance marketing to your advantage.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"A changing landscape","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In the past, many premium brands were resistant to adapting to the evolving digital world, feeling that ecommerce and digital marketing went against their consumers’ desire for exclusivity. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"But the pandemic has caused a significant shift in the way people shop, with consumers moving online as physical stores shut. In 2023, 81% of shoppers are now choosing to research online before purchasing in-store and luxury shoppers are spending more time online than ever before. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Not only this, but digital presence is also crucial for capturing the premium shoppers of tomorrow - Gen Z, the digital generation. Although this cohort is only at the entry stage of luxury consumption, they will soon gain purchasing power as they start to enter the workforce. By 2035, it is predicted that Gen Z will make up 40% of the global luxury market.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Appealing to the premium consumer","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ecommerce and performance marketing can unlock huge revenue potential for premium brands. The key is making sure that you speak to the core values of the premium consumer:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Exclusivity","nodeType":"text"},{"data":{},"marks":[],"value":" - premium consumers are prepared to spend more because they feel that they’re buying something unique that the average shopper wouldn’t have access to.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Quality","nodeType":"text"},{"data":{},"marks":[],"value":" - premium consumers are looking for high-quality items, and therefore the quality of your products needs to be highlighted in the digital space in order for your brand to position itself as premium.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Immersive experiences","nodeType":"text"},{"data":{},"marks":[],"value":" - in-store, the premium consumer enjoys getting a true feel for the product, and you should aim to mirror this feeling online in order to get consumers excited about the shopping experience.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Personalisation","nodeType":"text"},{"data":{},"marks":[],"value":" - premium consumers are used to receiving personalised recommendations from attentive staff in-store, and digital experiences should build in layers of personalisation to build an emotional connection and boost brand loyalty.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"ordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Tips for performance marketing creative","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In order to appeal to the premium consumer, your performance marketing creative needs to connect with the core values mentioned above. Performance marketing creative in the premium fashion space should:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Be highly visual","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is how you’ll show-off the quality of your products.Channels such as Instagram and Pinterest cater to highly visual content and offer a huge opportunity for premium brands to drive brand awareness and advocacy. The prevalence of premium consumers across these visual channels became clear in 2019, when Chanel became one of the most ‘pinned’ brands on Pinterest. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"To position yourself as premium, make sure your imagery and video content is professional and provides audiences with a clear view of the products to draw them in. Leveraging video content will allow you to really bring products to life, as this format gives consumers a more three-dimensional perspective and feels more immersive.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Content should be aspirational to appeal to a premium consumer’s desire for status, so make the most of lifestyle shots, textures, hues, and models that align with your branding. All of your performance marketing creative should form a cohesive relationship with your offline branding. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Use influencers","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Working with influencers is a great way to show off your products and create aspirational content, by associating your brand with a well-regarded advocate. These partnerships also allow you to widen your customer base through access to the influencer’s followers. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s important to choose influencers who are relevant to your brand - don’t just go after those with the biggest following. Think about demographics, their location, and whether their aesthetic and values align with your brand. Once these partnerships are in place, influencer content can be harnessed in performance marketing activity to drive results off-the-back of social proof.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you want to take your influencer partnerships to the next level, consider ","nodeType":"text"},{"data":{"uri":"https://www.lumanu.com/blog/how-to-guide-influencer-whitelisting"},"content":[{"data":{},"marks":[],"value":"running influencer whitelisting campaigns","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". Whitelisting allows brands to run ads using the influencer’s handle, adding to the authenticity of the social proof. It’s mutually beneficial, with brands benefiting from gaining more control over copy, captions, targeting and the shelf-life of the content, and influencers gaining more followers through access to a wider audience. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There’s also the option of dark posting, which means your brand can test different ad variants without cluttering up the influencer’s feed. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Avoid budget-conscious messaging","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s not relevant, so keep budget-conscious vocabulary out of your ad copy. Although price-point messaging might be used by other tiers of fashion brands, your premium consumer isn’t concerned with big savings available to the masses. They care more about exclusivity and quality so focus instead on creating aspirational content.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"That’s not to say that direct-response messaging should be ruled out altogether. Time-sensitive online offers through retargeting ads can be an effective way of re-engaging past purchasers or top social followers. This could be access to unique products or special rewards. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The key to positioning this as premium is by appealing to the desire for exclusivity - making it clear to the consumer that this is a privilege being offered to a select number of individuals. By rewarding your customers, you are more likely to create loyal brand advocates, drive word-of-mouth recommendations and benefit from social proof.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"4) Appeal to Gen Z","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As discussed, Gen Z are the luxury consumers of tomorrow, so crafting performance marketing creative that resonates with them will allow you to harness an important growth lever.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Overlapping with the needs of the premium consumer, Gen Z are interested in immersive experiences. Unboxing videos that use enhanced sounds to create stimulation can be highly effective - taking consumers through the process of opening the parcel, feeling the materials, fastening buttons and pulling up zips. This type of creative is highly immersive.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Although some of your higher price-point products might be out of reach for most of the Gen Z cohort, you can rotate more accessible, entry-level products into your creative mix to allow these younger consumers a gateway into your brand. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Promotional creative is another way of connecting with Gen Z, for example by offering mystery boxes to new customers, something which has become increasingly popular amongst this group in recent years. Again, it’s crucial to maintain your positioning as premium by emphasising exclusivity through time-sensitive windows, unique stock, and number of products available.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Tips for ecommerce best practices","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"When it comes to ecommerce sites for premium brands, the principles applied to performance marketing creative should also be applied here. Particularly important is the highly visual aspect, and you should aim to use content with professional-style photography to immerse potential consumers in your products.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s also important to have a website that is highly functional, as this helps to create a seamless user experience which feels more immersive. In addition to functional navigation, you can achieve this through your content by building in additional functionalities such as 3-dimensional imagery which can be rotated to show all angles of the product, zoom capabilities to offer close up views of the materials, and video content for aspirational viewing, which will help to bring your products to life. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"All of this brings consumers closer to the in-person shopping experience which allows them to connect intimately with products and get a true feel for them before purchasing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In addition to this, your site should:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Offer personalisation","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ecommerce sites give you the opportunity to appeal to the premium consumer’s desire for personalisation. You can do this through building dynamic landing pages tailored to their product preferences or previous behaviour. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Or you can take this further by building in style consultation functionalities. This can be an automated functionality which guides consumers through a series of questions, helping to personalise products to them whilst they’re on the site, or it could be a link to a live chat with a real assistant. Both instances are effective in mimicking the in-store experience of speaking to an assistant or consultant. Here is an example from ","nodeType":"text"},{"data":{"uri":"https://www.bremont.com/"},"content":[{"data":{},"marks":[],"value":"Bremont","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", who have built in a Live Chat functionality. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7vCeEbk6bwcHw0ibN0ARFP","type":"Asset","createdAt":"2023-05-17T09:54:43.043Z","updatedAt":"2023-05-17T09:54:43.043Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"bremont","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/7vCeEbk6bwcHw0ibN0ARFP/c292961e262f36a63f5cb85876a99793/bremont.png","details":{"size":373554,"image":{"width":1600,"height":696}},"fileName":"bremont.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Tell your brand story","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"In-keeping with performance marketing messaging, avoid budget-conscious call-outs which are not of interest to the premium consumer. 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Here is an example from ","nodeType":"text"},{"data":{"uri":"https://www.fairfaxandfavor.com/"},"content":[{"data":{},"marks":[],"value":"Fairfax & Favor","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", who position themselves through blog posts as thought-leaders in Rural Vogue.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6PEatmy5L0IutzGaz4GM1D","type":"Asset","createdAt":"2023-05-17T09:55:46.325Z","updatedAt":"2023-05-17T09:55:46.325Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"fairfax","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6PEatmy5L0IutzGaz4GM1D/dda45dd359d70bbbf9bfcee18aeeeab2/fairfax.png","details":{"size":621525,"image":{"width":1600,"height":658}},"fileName":"fairfax.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Collect first-party data","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"First party data can be harnessed for email remarketing campaigns, unlocking a huge opportunity for building loyal brand advocates. It’s crucial to keep engaging with your customer base, whether this be through sharing newsletters, access to exclusive products, or catalogues to keep them up to date with new collections that might be of interest. You can also use this as an opportunity to let them know about upcoming events or draw their attention to other interesting content.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Don’t bombard them with emails, but just ensure that you are making regular contact. Emails should be minimalist and visual rather than text-heavy, to provide an experience in keeping with your website and performance marketing. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The emails should also feel personal, recommending products and events that would be of interest to the customer based on their shopping behaviour. 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","content":{"nodeType":"document","data":{},"content":[{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"The Respondents","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The split of respondents was ","marks":[],"data":{}},{"nodeType":"text","value":"64% fashion","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" and then a ","marks":[],"data":{}},{"nodeType":"text","value":"36% mix of food and drink, homewares, health and beauty, or other","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":". The responders all hold senior roles, with ","marks":[],"data":{}},{"nodeType":"text","value":"70% in core senior eCommerce roles","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" and then the rest i​​n more general management, tech or marketing positions. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"We benchmark the overall performance of clients monthly and we’ve seen that fashion brands are currently performing better than the other verticals we measure - with the fashion brands typically averaging 20-35% YoY growth and then non-fashion being closer to flat (main two other categories we have enough data on are ‘home & garden’ and ‘food & drink’).","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Optimism","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Overall, the brands averaged a ","marks":[],"data":{}},{"nodeType":"text","value":"7.4 out of 10 for optimism","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":", looking ahead at trade this year, and then ","marks":[],"data":{}},{"nodeType":"text","value":"7.3 out of 10 when rating how successful trade was in 2022","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":". ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"These are obviously very close (almost too close…), but it’s positive to see this so high, given all of the negativity in the media, particularly in Q3 last year. The most common answer for both was 7, with a few 9s and 10s (mostly premium fashion 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top priorities for the brands we surveyed for this year were:","marks":[],"data":{}}]},{"nodeType":"ordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"New customer acquisition","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" (a clear leader, which is good to see given the scrutiny around this area over the last 6-12 months) (70%)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Optimising conversion rate and other on-site metrics","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" (40%)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Entering new markets","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" (we’ll cover this more later) 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(21%)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Technology ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"(19%)","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This was multiple choice, so there’s likely a bit of cross-over between the answers. Again, new customer acquisition was the biggest focus by quite a long way - which, again, is good to see given the contrasting views you see online.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":" Overall, there’s nothing really surprising here - I see the technology one referring more to new third party additions (e.g. personalisation or CRO tooling) to a tech stack and the odd replatforming project (which I mostly see with a goal of reducing OPEX spend these days).","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The data and insights one is also good - I do see people talking about investing more in BI or other measurement focused tooling and also potentially hiring more people in this area, but it’s slowed down a bit with the market’s volatility.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The next question was focused on where the respondents are looking ","marks":[],"data":{}},{"nodeType":"text","value":"to invest less budget ","marks":[{"type":"italic"}],"data":{}},{"nodeType":"text","value":"in or reduce expenditure, which is always interesting. The top five were:","marks":[],"data":{}}]},{"nodeType":"ordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"TV advertising","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" (39%)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Out of home advertising ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"(33%)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Tech stack ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"(31%)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Paid search and social ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"(22%)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"SEO ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"(15%)","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"We’ve probably seen a similar trend overall, with many reducing spend on ATL or brand marketing activity that’s harder to measure (widely predicted) and the paid and organic search piece being an obvious one to review for many (although this was much lower than the top 3 answers). This being said, we’ve seen budgets moved from the ATL (Above the Line) area into brand / top of funnel activity via Meta and Google. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"I would say many of the brands we work with and speak with are still investing in technology and relevant services, but are maybe looking to reduce spend (or rather, wastage) on unnecessary or over-priced third parties (very common and an easy area to address) and then also replatform away from overpriced tech stacks to the more agile SaaS platforms (with Shopify obviously leading the way at the moment). ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"One of the biggest trends I’ve seen, as alluded to here, is people moving away from the likes of Salesforce Commerce Cloud, Adobe or SAP and moving towards Shopify and BigCommerce. I’ve also seen a shift away from some of the more composable stacks towards the SaaS platforms in places. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Growth Markets","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The next question was focused on target growth markets and where attention is being focused - the top 5 here are:","marks":[],"data":{}}]},{"nodeType":"ordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"USA and Canada","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" (not surprising, big trend currently) (81%)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Europe","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" (67%)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Middle East ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"(16%)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Asia (non-China) ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"(13%)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Australia ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"(10%)\n","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This is interesting, but again not too surprising. Our average client is very focused on scaling or growing in the US market at the moment (obviously having one eye on their fairly promising economic performance) and then we’re seeing a lot of focus on the Middle East and Asian markets such as Japan and Korea as well. China is commonly a big focus, but we have less exposure to it with many using a third party partner or having a licensed partner running that activity. ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Team & People","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The next question is focused on hiring and team building and ","marks":[],"data":{}},{"nodeType":"text","value":"66% of respondents said they’re looking to hire for a new role in their team this year","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":". I’d say this is promising as many of our clients have reduced focus on expanding the team and increasing in-house capabilities and have maybe more focused on working with partners. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"We do have some clients still investing in people though and the biggest net new areas we’ve seen people look at include Product and Data. I’d say we’ve seen a reverse of the trend around in-housing performance channels and also development, which has been up and down for the last couple of years. ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Key Takeaways and Recommendations","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"It’s really positive how much optimism is across our respondents. This is also supported by positive results we are already seeing across the agency; Q1 YoY revenue is up 19% globally. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Naturally we are seeing a massive increase vs pre-Covid but we are driving 6x more revenue YoY across all clients globally which is very positive. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Customer acquisition is a key focus and with considerable noise around increasing customer acquisition costs, it’s positive to see that competitiveness certainly seems to have declined in Q1 23. We are seeing minimal YoY increases in CPMs across Facebook and CPCs across Google which is positive; a large number of publications are suggesting PE firms are reducing the DTC budgets being applied to performance marketing and as our survey also suggested, efficiency and profitability is a key focus for brands. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"We’d expect to see competitiveness remain quite flat YoY following the trends from 22. However, we’ve never not seen BFCM drive less YoY growth than the average annual increase in ad costs and therefore we expect this trend to continue with the minimal YoY increase in costs, increasing closer to 20% over peak. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"We expect to see a number of brands looking to grow profitably and a great option here is internationalisation, especially where access costs and the ability to localise sites and currencies is so much easier now. Many brands are focusing on the US and we are seeing much stronger YoY growth within the US, up 55% for our clients Vs 17.5% in the UK, which is mirrored in US consumer confidence. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"You can see the ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://vervaunt.com/pulse-ecommerce-survey"},"content":[{"nodeType":"text","value":"full results of the Pulse Ecommerce Survey #1","marks":[],"data":{}}]},{"nodeType":"text","value":", and if you want to discuss the results of this survey in more detail, then do ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://vervaunt.com/contact/"},"content":[{"nodeType":"text","value":"get in touch","marks":[],"data":{}}]},{"nodeType":"text","value":". ","marks":[],"data":{}}]}]},"postType":["Ecommerce","Paid Media"],"publishedOn":"2023-05-15T11:33:18.854Z","mainImage":{"name":"blog post 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How has branding activity evolved and why should brands now really consider performance branding to further drive success?","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What is ‘performance branding’?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Put simply, performance branding is brand marketing plus performance marketing. Although businesses will be familiar with brand marketing and performance marketing, these disciplines have typically sat with completely separate teams and their priorities are considerably different. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Brand marketing has traditionally been about storytelling, building brand awareness and forming emotional connections with audiences for long-term brand recall and growth over time. Brand marketers are focused on the brand’s mission, values, personality, voice and design, to connect with customers and strengthen loyalty.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Performance marketing on the other hand has tended to focus more on immediate goals by leveraging concrete data to drive conversions quickly in the short-term. It’s usually more concerned with bottom-of-funnel metrics and focus on shoppers in the consideration and ready-to-purchase phases. Performance-based campaigns are usually related to ecommerce projects, and paid search and social activations.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Performance branding takes both brand marketing and performance marketing and merges them so that one brings out the best in the other and vice versa. The result is that the creativity of the branding side becomes more rooted in data and measurable KPIs and the performance marketing side is charged by brand narratives and brand awareness. Brand marketing becomes more data-focused and performance marketing becomes more values-oriented.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This allows businesses to get the best of both worlds through a more cohesive blended strategy that opens up the potential for growth opportunities, greater long-term brand recall, enhanced LTV and increased conversions and revenue in both the short and long term. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Why is it important to adopt this strategy now?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Performance branding emerged as a strategy in the last few years and is now gaining prominence as a result of several key factors:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The growth of digital and marketing analytics","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Historically, brand marketing was viewed as being harder to track and was therefore less tied to concrete data and analytics. However, the growth of technology and digital marketing has unlocked measurement capabilities related to brand strength. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Advanced technology allows businesses to use data to better understand the impact of their branding: this data can be traffic to the website, brand search demand through keyword tracking, growth and engagement metrics across social media platforms, or information from digital surveys. These insights mean that brand marketing can also be data-driven, moving from brand marketing into performance branding.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/performance-branding-and-how-it-is-reinventing-marketing-roi"},"content":[{"data":{},"marks":[],"value":"A McKinsey report","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" explained that “With a clearer understanding of consumer preferences and behaviour at the early stages of their buying journey, companies report marketing efficiency gains of up to 30% and incremental top-line growth of up to 10% without increasing the marketing budget.” Beyond this, recent restrictions around the use of third-party tracking makes this first-party data even more valuable and presents the need for brand marketing to become more data-driven to benefit the business as a whole. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Consumers are craving authenticity","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The marketing landscape has changed significantly over time and the greater number of brand touchpoints has increased the likelihood of inconsistency of messaging across channels. Consumers are choosing brands that feel authentic, and the rise in popularity of user-generated-content (UGC) is testament to this. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Consumers are buying into the values and benefits offered by brands and marketers therefore need to be focusing their messaging on how their products bring value to a consumer. In order to deliver true authenticity, branding and performance marketing disciplines need to work together to create cohesion in messaging and communicate the right values to consumers. This authenticity feeds into a stronger relationship being built with audiences, which in turn activates growth loops and means that people who believe in the brand’s story and values keep returning - increasing a LTV. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Beyond this, continuous growth comes from these consumers recommending the brand to others and feeding further into the growth loop. The importance of authenticity and cohesion between branding and performance marketing messaging can therefore not be ignored.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shoppers aren’t as quick to buy as they once were","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Consumers are scrutinising brands before they buy, with consumer reviews, according to ","nodeType":"text"},{"data":{"uri":"https://www.bazaarvoice.com/resources/shopper-experience-index-2022/"},"content":[{"data":{},"marks":[],"value":"Bazaar Voice’s 2022 Shopper Experience Index","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", sitting at number three in the list of factors influencing buying decisions. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Consumers in the discovery phase are picky and brands need to stand out in an oversaturated market. This means that optimising marketing efforts in the discovery phase is crucial for influencing future buyers and resultantly unlocking true revenue potential and long-term growth. Harnessing a data-driven approach allows for this optimisation and avoids a waste of creative resources and branding strategy being reliant solely on instinct. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Branding decisions backed up by concrete data increase the chances of communicating with customers in the right way, so that when they are in-market, your brand is the one they consider choosing. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Process for implementing ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"When launching a performance branding strategy, we would recommend following the below steps:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"#1 - Outline your core brand values","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"What promise do you want to make to potential customers and what is the audience need that you are delivering on? Once this has been established, make sure to share it with all marketing teams including agency partners. Performance marketing teams need to have an understanding of your brand’s core values and brand narrative in order to align communications with these in campaign activations.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"#2 - Create the design system","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Outline a design strategy - incorporating elements such as colour schemes, visuals, and typography. This should be led by audience insights and competitive analysis in order to build a design system that is most likely to resonate with your desired audience. Once established, share this design strategy with all marketing teams including agency partners to ensure cohesion across the funnel.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"#3 - Set goals","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Make sure these follow the SMART framework: they should be specific, measurable, achievable, relevant and time-bound. You should also think about which metrics you want to focus on tracking, and work with the various marketing teams on this to make sure everyone is aligned.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"#4 - Choose tools for measurement","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Identify tools to help you to measure performance. These could be brand uplift surveys (via your website, email, phone, social media, or in person); website analytics (like Google Analytics to measure web traffic and interactions); SEO and keyword research tools (like Ahrefs and Google Trends to track brand search volume); social media analytic tools built into the platforms; or social media tools for monitoring brand mentions across social.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We also recommend brand lift and search lift studies. Brand lift studies are an excellent way to measure the uplift of brand awareness from upper funnel activity, whilst search lift measures the impact on branded search intent. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"#5 - Launch experiments","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"This part is key. Set up micro and macro experimentations in order to draw learnings about your brand strategy, and use these to further refine it and boost performance in the long-term. Macro experiments focus on iterations in messaging, channels, and customer types, whereas micro experiments focus on changes to the design elements and copy.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"#6 - Repeat","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Take the data and learnings from phase five in order to create a system of continuous refinement for optimised branding and long-term growth.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Tips for success","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In order to get the most out of a performance branding strategy,we would recommend the following:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Be agile","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Remember, performance branding is all about testing and learning. Launch an experiment, analyse the data and then take action to create a system of rigorous testing to truly optimise your strategy.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Make data centralised and accessible","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s crucial to create a single source of truth that everyone can trust. This will often exist in the form of a customer-data platform (CDP), which is built to pull data from internal sources, third parties, and external partners. The data then needs to be made available through dashboards that marketing teams and stakeholders can access easily. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Invest in performance branding content","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"As Bill Gates once said, content is king. Whether this is content on your website or social media assets, investing in content is crucial, and having a performance branding approach will drive performance growth.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Personalised content is the epitome of performance branding content, as it leverages audience data in order to tailor content to specific consumer needs and preferences. This could involve building tailored landing pages or targeted social media assets across the funnel, or using AI for product recommendation based on product page views for example.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Brand quizzes are another effective type of performance branding content. They allow you to be creative, informative and entertaining (branding) whilst gathering information about your customers and providing relevant product recommendations (data-driven performance).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shoppable content is another great content opportunity, which allows businesses to showcase the brand’s voice and message whilst also unlocking the path to purchase. Visual UGC is a great way to execute this, as it presents consumers with a realistic view of the product in use and offers an endorsement from a real customer.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s crucial that a strong brand identity is built into all content. ","nodeType":"text"},{"data":{"uri":"https://www.facebook.com/business/news/insights/the-value-of-performance-branding"},"content":[{"data":{},"marks":[],"value":"A Facebook study in 2021","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" showed that following campaign activations, 57% of the brands saw brand awareness uplifts not just for themselves but for their competitors as well. This was the result of a lack of branding, which created a halo effect and saw the entire product category lift. Make sure all content is built with the brand in mind.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Work with performance branding and digital marketing experts","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"At Vervaunt, our paid media and ecommerce teams work closely with clients to produce highly effective performance branding content, which harnesses the brand’s values, voice, and style whilst incorporating data-driven aspects (such as those mentioned above). This is all activated under a performance framework of rigorous testing. Working with a team of performance branding and digital marketing experts is a great way to get the most out of your performance branding strategy.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Final thoughts","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Although brand marketing and performance marketing have historically operated under separate teams, it’s time to merge the two disciplines in order to drive the best performance possible. Businesses will benefit enormously from branding decisions becoming more rooted in data, and performance marketing approaches becoming more aligned with brand equity. Combining brand marketing and performance marketing and evolving these into a performance branding strategy is what will enable businesses to hit the sweet spot.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have any questions about Vervaunt’s ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/ecommerce-paid-media/"},"content":[{"data":{},"marks":[],"value":"performance branding services","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and want to discuss with our team, feel free to ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/contact/"},"content":[{"data":{},"marks":[],"value":"get in touch","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"publishedOn":"2023-05-10T10:23:21.142Z","mainImage":{"name":"blog post 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Some may not care about this lack of visibility (after all, ignorance is bliss if it’s working well for you), however, we have challenged the simplified setup of Performance Max and believe it can be pushed further to improve profitability.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In recent months, Google has rolled out new tools to support the management and optimisation of Performance Max, including but not limited to: account level negatives, campaign level brand exclusions and content suitability. Whilst these tools are a step forward in understanding the intricacies of how the campaign operates, we have identified one crucial element that Performance Max is missing; ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"business data","nodeType":"text"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What Is Business Data and What Should I Use?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Business data is a collection of information that relates to a brand and its products. It can include a broad range of information, varying from source to content, and be qualitative or quantitative. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some examples of business data that we have used at Vervaunt include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Margin data","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Return Rates","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Customer lifetime value","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Stock","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"CRM and first party data\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Margin and customer lifetime value are two sources of data that can be most beneficial in improving the profitability of your Performance Max campaigns, so we often recommend starting with these where possible. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If the margin across your products is similar or if you have limited visibility of your customer lifetime value, return rates and stock are other great options for providing Performance Max with more context. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Lastly, CRM data is a strong source for providing business context and it has been identified by leading marketers as being crucial for long-term growth due to providing a greater understanding of the customer and their behaviour.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Why Is It Important to Apply Business Data?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The world of paid media is becoming increasingly automated. It was recently announced that Google’s DSAs will be eligible for an upgrade to Performance Max, which suggests a future of accounts that run solely off AI-lead campaigns. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As machine learning takes the lead, it's imperative that marketers collaborate with Performance Max to improve its effectiveness. Business data can provide additional context and information signals that the platform wouldn’t otherwise consider in its learning. For instance, we have experienced Performance Max pushing low margin but high sales volume products, causing high margin products to lack visibility. Incidences like this indicate the limitations of Performance Max and how it is heavily reliant on platform data - ignoring business data.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst Google have introduced Conversion Value Rules to support this, it’s a simplified approach to applying business data to the campaign. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Alongside financial data, business data also includes customer insights and this can be beneficial in supporting the AI to generate relevant ads. In a soon-to-be cookieless world, first party data will be more valuable than ever. This data can be used to categorise new vs returning customers on the platform and support the campaign in optimising towards new customer acquisition.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you’re not applying business data to your Performance Max campaigns, you run the risk of optimising towards platform goals as opposed to business goals.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How Can I Incorporate Business Data into Performance Max?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Start with analysing your shopping listings and see where the missed opportunities are. How are the visibility of your highest margin products? Is Google pushing products that have a high sales volume but also a high return rate? Are your asset groups tailored to the relevant audience?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you have gathered your business data and identified what is most insightful for Google, you can incorporate it into your Performance Max campaigns.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Audience signals","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Audience signals are the quickest and easiest way to incorporate first party data. Here you can upload customer lists of subscribers, active customers, lapsed customers and product category purchasers. Not only does this notify Google of who your existing customers are, it informs them of their behaviour. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Conversion value rules","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"A relatively new innovation from Google, this feature allows you to apply business data directly into your campaign settings and have it adjust the reported conversion value based upon the parameters you set. For example, if you know mobile users are 2x more likely to have a higher basket value, you can apply a multiplier of 2 to the conversion value of mobile users. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Structure refinement and custom labels","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Outside of campaign settings, a great way to influence Performance Max is through custom labels and refining the structure of the campaign. For instance, tagging margin brackets to your feed through custom labels will set you up to create campaigns that contain only high, medium or low margin products. The benefit of this is that you can then push and pull budgets and targets based upon margin - allowing for a lower ROAS on high margin products for instance. Alternatively, if you wanted to push excess stock, low return rate products or even gateway products for example, custom labels are a great way to achieve this and support your business goals that extend beyond platform performance.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Benefits of Applying Business Data","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The USP of Performance Max is its ability to dynamically produce ads that resonate with the user at that moment in time, and the more information your campaign has, the better it is at predicting the right experience for each customer. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Improved profitability","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"As mentioned above, one of the greatest benefits to utilising business data is pushing Performance Max to grow its profitability. Adjusting the structure of your campaign opens up the opportunity to push products that support business profitability and not just platform ROAS. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Optimised customer communication & acquisition","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Incorporating first party data notifies Google of who your existing customers are, which allows the AI to optimise differently towards new vs existing customers. This is an excellent way to prioritise new customer acquisition and to provide Google with more context around who you want to reach.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Going beyond this, we can take it a step further by segmenting existing customers between active and lapsed. Separate audience signals could be used on asset groups to tailor the messaging that is delivered to users at different stages of their customer journey. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In both of these approaches, individualised targeting is at the forefront. Despite platforms pushing for broad targeting, understanding your audience is becoming important again and personalised content is proven to maximise ROI. Therefore, the more information we can share with the platform from CRM, the more relevant the ads that are generated, thus the higher the effectiveness of the campaign.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Increased control ","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Losing control with the rise of automated campaigns can be scary but it opens the opportunity to think more strategically and to consider performance beyond the platform.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Incorporating business data into Performance Max strategies provides a new level of control where you can manipulate the AI, feed it new information and encourage it to optimise its efforts in the most efficient areas to improve overall effectiveness. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Summary","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Performance Max alone does a wonderful job in utilising AI to hit platform goals. It’s easy to set up, requires minimal effort to manage, and is effective in its optimisation. However, it’s still early days for the advanced campaign type and we’re not the only ones who have experienced teething problems with it. Many advertisers have flagged the ‘black box’ characteristic of the campaign to be a challenge and we’ve seen Google respond to this with the roll out of tools to improve its analysis and optimisation. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst incorporating business data isn’t a new concept, nor one that is exclusively used by Vervaunt, we encourage brands to incorporate it and test its impact on performance. Across the agency we have seen strong improvements in performance, and we have been able to support our clients on broader business goals that aren’t directly ROAS driven. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you need any help taking advantage of Performance Max for your ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/ecommerce-paid-media/"},"content":[{"data":{},"marks":[],"value":"paid search strategy","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/contact/"},"content":[{"data":{},"marks":[],"value":"get in touch","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"publishedOn":"2023-05-03T11:04:57.359Z","mainImage":{"name":"blog post 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We detail the five key areas where we’ve seen the most improvements.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Pricing, Currencies and Paid Feeds","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Currency and value is now stored on the Shopify side - rather than being dynamically sourced from Global-e. This means that currency and price is correct within page markup (be it collections or products), subsequently meaning Google and other search engines can correctly identify pricing. This now puts an end to the risk of price mismatches. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One thing to bear in mind with this point is that in your paid media feeds, you will still require a currency / region parameter to point Google (as an example) to the correct landing page currency (e.g. appending ?currency=IDR for Indonesian rupiah, or by leveraging the subfolder functionality e.g. site.com/en-jp/producthandle). 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For instance, if you go to kith.com (if you’re in the US go to eu.kith.com) you’ll be greeted with a store or country selector pop-up where you choose your shipping location. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you land on a PDP and are subsequently redirected from the pop-up, you’ll land back on the homepage as a blanket redirect. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"With the newer integration, having more control of this pop-up and functionality means page level redirects can be applied which is conducive toward a better customer experience. See ","nodeType":"text"},{"data":{"uri":"https://shop-us.mercedesamgf1.com/"},"content":[{"data":{},"marks":[],"value":"Mercedes AMG F1’s web-store","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" as a good example. This means Global-e no longer powers the pop-up and provides added flex for merchants to use an overlay powered by either markets or a bespoke GeoIP-based solution.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7aYZhEYlSd9cR5ngbB1nFV","type":"Asset","createdAt":"2023-04-19T15:11:42.879Z","updatedAt":"2023-04-19T15:11:42.879Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"international popup","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/7aYZhEYlSd9cR5ngbB1nFV/90a09342856bda4588ac26147ed87689/international_popup.png","details":{"size":349747,"image":{"width":1512,"height":815}},"fileName":"international_popup.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Discounts","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"With the Global-e checkout now leveraging Shopify’s functionality (without the need to defer offsite to Global-e’s platform), this means the checkout can utilise Shopify’s discount and promotion engine. This enables merchants to keep any active or scheduled promotions under one roof. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"4) Checkout Styling","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Creating a consistent end-to-end experience on-site is key for any online merchant. Now that Global-e has been integrated within the Shopify checkout, this means any existing theme checkout styling can be displayed within the checkout - this means if you have any checkout integrations then this will carry over. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1YRLB3dOCV2oCSZW5Z8Cls","type":"Asset","createdAt":"2023-04-19T15:12:11.847Z","updatedAt":"2023-04-19T15:12:11.847Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"checkout","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1YRLB3dOCV2oCSZW5Z8Cls/5663b4f97bc6d65a7ca57f663c632486/checkoutstyling.png","details":{"size":107316,"image":{"width":1600,"height":759}},"fileName":"checkoutstyling.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"5) Tracking & Reporting","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"A final point I’d like to touch on is that with Global-e’s integrated Shopify checkout, the single checkout is being leveraged directly from Shopify. This means any tracking will be coming from the same single source, meaning less development time spent around setting up tracking within the checkout. Having a singular DataLayer means order data can be housed in one place - rather than requiring a separate integration for Global-e (thus, areas no custom Global-e currency configurations are required).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In Summary","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Since the updated checkout, there have been many updates to key areas of the ecommerce setup, allowing easier management for merchants and improved experiences for customers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The key takeaways from the updated integrated checkout are:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Updated pricing, currencies and paid feeds","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Improved functionality for international handling and pop-ups","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Discounts accessible under one roof","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Consistent checkout styling","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Easier tracking and reporting\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"In recent months, we have shared Global-e content to provide more insight and coverage into what Global-e is and what benefits it serves within the realms of Shopify (in particular) as well as online international commerce. 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Product prices are now stored within Shopify and would work exactly the same as using Shopify Markets.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you’re currently using the old Global-e integration it’s quite likely that you’ll be migrating to the updated version soon (if you haven’t already). With this in mind, please feel free to ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/cs-jones/"},"content":[{"data":{},"marks":[],"value":"reach out via LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/contact/"},"content":[{"data":{},"marks":[],"value":"get in touch","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"publishedOn":"2023-04-19T15:14:49.010Z","mainImage":{"name":"globale 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"sys":{"type":"Link","linkType":"Entry","id":"5w44aC9m31t7Boznp0ZAov"}},"companyEmailAddress":"hi@vervaunt.com"}}}}],"author":{"name":"Conor Jones","image":{"name":"Conor Jones 2021","url":"//images.ctfassets.net/rsv5jnhanwkh/2Is3pExVObWqDuQT4zFwXu/dec3215ae73c4f6830edcef89ce4a2f9/1-16_Conor_Jones-min.png"},"bio":"Conor joined Vervaunt in February 2021, having previously worked in-house for two retailers. Conor studied Computer Science at university and brings with him a wealth of merchandising and digital marketing experience. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"MER Measurement - Is It Replacing ROAS as the Gold Standard within Paid Media?","slug":"mer-measurement","description":"Measurement has always been a vital aspect of digital marketing - it allows businesses to track the effectiveness of their marketing efforts. By measuring key metrics such as traffic, conversions, and customer lifetime value, brands can get a better understanding of how their marketing efforts are performing. This can help them identify which tactics are working well and which ones may need to be adjusted or abandoned.","content":{"nodeType":"document","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"ROAS (return on ad spend) has historically been the gold standard in terms of ensuring spend into advertising is profitable, however is there a better metric we could be using?","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Is ROAS too granular?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Historically, ROAS was the go to metric to optimise for. This is great for measuring performance within each individual paid marketing channel, providing a barometer on how activity changes are impacting your performance. If a test of a DR focused campaign results in higher ROAS or a lower CPA (cost per acquisition), you can safely say that the change is an improvement. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"ROAS ultimately gives us a measure for single channel optimisations, yet when looking at our marketing efforts on a whole, we shouldn’t add up the metrics from all the platforms and call it a day. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Paid platforms tend to over-attribute sales to themselves, particularly when you change the conversion attribution model to take into account contributions to the user journey. When every channel gives themselves credit for a touchpoint, you can see how double counting would come into effect when trying to add these together.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"The issue with a 'Last Click' model","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"GA (Google Analytics) can provide a consolidated overview of how each channel is contributing to your overall revenue, without double counting revenue. Yet here we face issues too - GA can misrepresent the real value attributed to each channel. Nowadays, the consumer journey involves more than 500+ touch points with a brand before conversion - and GA attributes on a Last Click model. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Last Click attribution assumes that the last channel interaction before purchase was the most crucial. However, this is not always the case:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Perhaps a new user is a perfect fit for your brand, but hasn’t discovered it yet. Arguably the first touchpoint would be more important here given that the new user would not have ever converted without becoming aware of you. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For a more sceptical prospective customer, the middle of the journey may be more important - wherein the brand is nurturing and convincing the consumer of the benefits and USP of the product. ","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Each user journey is different and complex in its own way, and Last Click models can be inaccurate in judging single channel performance contributions to the bottom line.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Furthermore - brand awareness style activity may contribute to a purchase without the user even clicking an ad. Facebook is a great example where you can see within the data that ~50% of purchases are tracked back to an ad impression and not a click. Therefore GA would essentially miss all of these users. ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Cross Channel Attribution in GA","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In addition to the consumer journey becoming more complex, there are inherent difficulties when it comes to Last Click single channel attribution.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Google Analytics usually severely underreports Facebook channel sales compared to what is seen in the Facebook interface (Google Analytics tends to report between 2% - 10% of sales reported by Facebook) due to a number of factors: ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Cross Device User Journey: ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Users are required to log into Facebook, which makes it easy for the platform to attribute actions and track performance across different browsers and devices. Google Analytics, on the other hand, installs a single-location cookie to track a user’s activity on a single device. Therefore Google tends to lose visibility on sales made from a Facebook ad if they didn't convert right away, attributing it to a different channel.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Cookies:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" if a user doesn't accept cookies, GA can't track their touchpoints as it uses first party cookies to capture data about web visitors, whereas Facebook doesn't require cookies to track clicks on an ad (however, they do for sales and conversion reporting).","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Conversion Tracking: ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"If a user clicks your Facebook ad and views your site, leaves your site, then returns the next day and makes a purchase, Facebook attributes that conversion to Facebook. Google does not. Google Analytics tracks only direct Last Click conversions — when a user clicks your Facebook ad, views your site, and converts right then and there without leaving.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Brand Marketing:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" We also have to take into consideration that not all activity is short sighted revenue growth - you want to also be building the brand name to create a growth bed for future sales. This type of activity would show dividends down the line rather than immediately, and doesn’t necessarily mean the channel where the brand advertising is being hosted will see that revenue increase. ","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Therefore running social media ads tends to result in an overall uplift in sales seen in GA, but GA will tend to attribute sales that were driven by social to other channels.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Introducing MER","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Given that it’s harder to determine single channel contribution to overall revenue growth, we need to look at things from a more holistic perspective. This is where Marketing Efficiency Ratio (MER) comes into play. This is ","marks":[],"data":{}},{"nodeType":"text","value":"total sales revenue divided by total marketing spend. ","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Here we have a metric that encompasses the multi-touch point user journey and looks at how all marketing spend is influencing total site revenue. There are, however, some considerations for MER:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Time period: ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Make sure you’re calculating the revenue and spend across the same time period to ensure the integrity of the KPI.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"International: ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Focus on calculating by region as you want to ensure you’re tracking the effect of marketing spend in areas.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Additional Costs: ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"This KPI can also help you track the profitability of running your ecommerce site if you include the cost of running the online store (along with other costs) alongside the paid spend.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In Action:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" We recommend graphing out this metric over time, with a second spend and revenue graph for context. ","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"MER in context of new customer acquisition","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"You want to ensure that you find the sweet spot between pushing customer acquisition and your MER ratio:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A common MER ratio would be 5:1, or 20% CoS for brands looking to scale using performance marketing.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Typically a CoS below 5% will render an insignificant result to your bottom line and it will be difficult to fully measure the value of activity.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In contrast, we’ve seen that going up to 30-40% CoS can result in a 0.9 correlation between marketing spend and brand demand!","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Pushing new customer acquisition too hard can lead to a deterioration in MER. The main benefit behind MER is the ability to increase marketing investment and measure the overall impact to top-line revenue. If you have periods of consistent spend and revenue, it should be quite simple to measure the effectiveness of additional ad spend. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"You can then build out diminishing returns models and assess your incremental (or marginal) MER. So for every extra £1 spent, how much extra will the website make? You can also do this for new customers e.g. we know our customer acquisition cost is XX, to drive 20% more new customers, the cost for those new customers would be XX. You can do this analysis quite simply through regression.  ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"In summary","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"When optimising and running tests within each channel, ROAS is a useful measurement tool. Nevertheless, it has shortcomings when assessing the overall impact of paid activity on your bottom line.","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Typically, Google Analytics is used to view the paid journey from a holistic viewpoint. It ensures we’re not double counting revenue across channels when consolidating data. Yet again, here we’re faced with a short-sighted analysis tool, as sales are attributed to channels on a Last Click basis - not taking into account the full customer journey. 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More luxury brands are letting go of the outdated associations to the word ‘affiliate’ and exploring what the channel has to offer. From helping to get in front of wholesalers, to increasing coverage with editorials - here’s a guide to help start out, or build on existing affiliate programmes. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Basics of an Affiliate Program","nodeType":"text"}],"nodeType":"heading-1"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are three basics needed to get right when building the foundations of an affiliate programme; the reward offered to affiliates, how the sales will be tracked and the publisher mix.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Commission","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The starting point of any affiliate programme should be deciding the baseline CPA offered. 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Utilising different publisher types over different retail periods (e.g. investing more in Comparison Shopping Services through sale), means brands will get the most out of their programmes. A well-rounded affiliate programme should include: ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Incentive publishers to drive volume and remain competitive","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Loyalty publishers and CUG to reward customers","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Shopping publishers to drive new customers with high intent","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Influencers, editorials and content publishers to build brand awareness and target new audiences","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Tech publishers to increase on site metrics ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Nurturing a Luxury Affiliate Program","nodeType":"text"}],"nodeType":"heading-1"},{"data":{},"content":[{"data":{},"marks":[],"value":"Nurturing partnerships is the most important, yet time consuming part of an Affiliate Marketer’s job. 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Events","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Inviting affiliates to PR days is a great way for them to become more familiar with the brand and to meet the faces behind the email threads. Networking events like ","nodeType":"text"},{"data":{"uri":"https://brightonseo.com/fringe/affiliate-huddle-04-2023"},"content":[{"data":{},"marks":[],"value":"Affiliate Huddle","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and ","nodeType":"text"},{"data":{"uri":"https://performancein.live/"},"content":[{"data":{},"marks":[],"value":"PI Live","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" are also great to meet networks, affiliates and agencies. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Gifting and Samples","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Keep in mind that there are publisher types that need products or samples to be able to promote brands, particularly to influencers and some content publishers. Sending a gift to high performing publishers is also a great way to acknowledge the affiliates efforts. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Working Alongside Luxury PR","nodeType":"text"}],"nodeType":"heading-1"},{"data":{},"content":[{"data":{},"marks":[],"value":"A common question when proposing affiliate content or influencer opportunities to brands is how this all fits with their PR efforts. As more editorials and influencers increase the ways they monetise their content (particularly with the likes of ","nodeType":"text"},{"data":{"uri":"https://skimlinks.com/"},"content":[{"data":{},"marks":[],"value":"Skimlinks","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and ","nodeType":"text"},{"data":{"uri":"https://www.shopltk.com/"},"content":[{"data":{},"marks":[],"value":"LTK","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"), it’s important to view the affiliate channel as more of a ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"support","nodeType":"text"},{"data":{},"marks":[],"value":" to PR efforts. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s important to ensure the PR team has visibility of the brand’s affiliate programme, as it can offer valuable insights past the vanity metrics. 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Managing Incentives for Affiliates","nodeType":"text"}],"nodeType":"heading-1"},{"data":{},"content":[{"data":{},"marks":[],"value":"Gone are the days where luxury and premium brands say no to incentive publishers. Utilising these partners and ensuring luxury brands only partner with two to three leading sites per market, creates a controlled environment for them to leverage during sale periods, reducing excess inventory and offer codes as a workaround of offering blanket discounts on site. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Introducing incentive publishers and an incentive strategy can also help with competition of wholesalers. Just being present on code and cashback sites that the customer may shop around on before making payment may reduce basket abandonment and the loss of that customer to a reseller. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Maximising a Test & Learn Strategy","nodeType":"text"}],"nodeType":"heading-1"},{"data":{},"content":[{"data":{},"marks":[],"value":"Finally, a robust test and learn approach is key to affiliate programmes success, even for mature programmes. Test and learn strategies can be done through ensuring there is a budget for non-CPA activities like fixed fee and CPC. Test and learn commission increases in return for exposure or increasing the reward to the publisher, and finally, test and learn with different publishers per publisher type to see which is more valuable to the brand.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Summary","nodeType":"text"}],"nodeType":"heading-1"},{"data":{},"content":[{"data":{},"marks":[],"value":"To round up, below are four key takeaways to ensure luxury brands reap the benefits of their affiliate channel:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Laying the foundations and building a base of diverse and aligned publishers sets the affiliate programmes up for success","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Investing time and developing a nurturing strategy means brands will get the most out of partners","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"A test and learn approach with budget and publishers is key","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"View the channel as a support to PR; filling the gaps, measuring campaigns and sharing insights.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you need any help with building or growing 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"sys":{"type":"Link","linkType":"Entry","id":"5w44aC9m31t7Boznp0ZAov"}},"companyEmailAddress":"hi@vervaunt.com"}}}}],"author":{"name":"Bethan Callely","image":{"name":"Bethan Callely","url":"//images.ctfassets.net/rsv5jnhanwkh/1tt5kvMUhzHlrrNHYtTpk6/cbd6bd6a34d2dbe6ff4a8a2ac44c212e/Bethan_Callely.png"},"bio":"Bethan has worked in affiliate marketing and partnerships experience since 2017, specialising in growing affiliate programmes globally for premium and luxury brands in the retail sector."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920621335","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920621335","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Performance Marketing Conferences: The Value of Attending Conferences & Events to Watch","slug":"performance-marketing-conferences","description":"Over the last 12 months, we’ve attended a range of large and small conferences, and seen many talented people talk passionately about some fascinating topics. Where is the main value in attending conferences and how should you be prioritising your time? What are the most interesting conferences you should be attending? ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Why should you attend performance marketing conferences?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Meet other industry professionals","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The value and opportunity to network with other professionals in the industry is a huge benefit to attending conferences. There will always be a range of people you can meet at events, including:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Brainstorming, problem-solving and skill sharing with people who are in the same industry but may have a different outlook than you. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Meeting ‘competitor’ agencies and brands and understanding your shared problems, goals and war stories.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Meeting tech providers in-person to maximise any relationships, but also to see any hands-on demos.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"These events bring together professionals from all over the world, providing attendees with the chance to connect with other marketers, share ideas, and even form partnerships or collaborations. This fosters an opportunity to learn about new technologies, tools and trends that are shaping the industry.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Learn about adjacent topics","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Listening to people in the industries adjacent to you can be highly valuable when you want to expand your skill set and offer added value to any teams you work with. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"While managing a CRM strategy may not be a part of our paid media team’s day-to-day, it can't be understated how important it is to know what the CRM industry is doing. As an example, this tells us what data we have access to, along with bigger changes that may affect our campaigns. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Similarly, an SEO update can have an impact on the paid industry if brands lose valuable organic traffic. This may mean they are forced to push budgets into paid, which can increase competition on some keywords or products. Therefore, understanding the wider SEO industry is vital for our paid media team’s success. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Hear from inspirational speakers","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another key benefit is to hear from inspirational speakers, especially when covering softer skills such as management, planning, team building, inclusivity etc. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst subject matter is important, getting the speakers and panellists right at a conference can be the difference between a good event and a great event. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Walking away with not only a list of actionable recommendations, but an inspiration to transform processes, teams and strategies can be game changing for any company.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What were the best events in 2022?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"PPC Live UK","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.ppcliveuk.com/"},"content":[{"data":{},"marks":[],"value":"ppcliveuk.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7KMdpeoyvwnvLWsKQGIoMT","type":"Asset","createdAt":"2023-03-15T09:27:14.697Z","updatedAt":"2023-03-15T09:27:14.697Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"ppclive","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/7KMdpeoyvwnvLWsKQGIoMT/b8f8005a15af8ff00e0d75974d80c203/ppclive.png","details":{"size":1806993,"image":{"width":1600,"height":1066}},"fileName":"ppclive.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"PPC Live UK is a regular event hosted in London with a fantastic range of speakers and regular events. Hosted by the amazing Anu Adegbola, there’s a wide range of topics covered alongside a very relaxed atmosphere.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Hero Conf","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.ppchero.com/hero-conf-london/"},"content":[{"data":{},"marks":[],"value":"www.ppchero.com/hero-conf-london","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7hJZXy4Mo1CVJwZkfHeRyh","type":"Asset","createdAt":"2023-03-15T09:28:15.024Z","updatedAt":"2023-03-15T09:28:15.024Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"heroconf","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/7hJZXy4Mo1CVJwZkfHeRyh/6a03c4654af0b0bb7a7274fcccf4e84e/heroconf.png","details":{"size":2636861,"image":{"width":1600,"height":1200}},"fileName":"heroconf.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of the bigger PPC events hosted in London and Austin last year was Hero Conf. The absolute standout speaker for me was Arianne Donoghue on ‘Unlocking the Potential of Neurodiversity in Your Business’. Sadly, they are not running any events in 2023 but we hope to see them return in 2024!","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Pulse Ecommerce Summit","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://pulse.vervaunt.com/"},"content":[{"data":{},"marks":[],"value":"pulse.vervaunt.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6maPiapyaGm8KdyDOHVPPc","type":"Asset","createdAt":"2023-03-15T09:23:45.147Z","updatedAt":"2023-03-15T09:23:45.147Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"pulse-ecommerce-summit","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6maPiapyaGm8KdyDOHVPPc/dade9d2bcee4e99149a56b78ebd056d6/pulse-ecommerce-summit.JPG","details":{"size":1535225,"image":{"width":5616,"height":3744}},"fileName":"pulse-ecommerce-summit.JPG","contentType":"image/jpeg"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Our very own Pulse Ecommerce Summit ‘22 was a highly rated event from last year (and is returning for 2023). Attendees rated the event 9/10, and 90% said they would return next year. Covering a range of topics from new customer acquisition, internationalisation and Web 3.0, panels also featured speakers from Google and Meta to cover some of the latest trends in paid media. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What events are we looking at in 2023?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"While not all lineups are out at the moment, here are some of the events we are looking at this year to help expand our network and catch the brightest talkers discussing some of the most challenging and interesting subjects in performance marketing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Brighton SEO","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://brightonseo.com/"},"content":[{"data":{},"marks":[],"value":"brightonseo.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of the most well known events in the marketing industry, Brighton SEO offers a wide range of talks on topics relevant to all marketing roles including performance media and ecommerce. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ecommerce Expo","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.ecommerceexpo.co.uk/"},"content":[{"data":{},"marks":[],"value":"ecommerceexpo.co.uk","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"While speakers are not as prominent here and the event acts as an exhibition too, there are still some strong speakers and subject matter experts speaking on very interesting topics.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Affiliate World Conference","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://affiliateworldconferences.com/"},"content":[{"data":{},"marks":[],"value":"affiliateworldconferences.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Affiliate World Conference is the biggest conference focusing exclusively on influencer marketing and has over 10,000 visitors a year across three different conferences. Each one offers slightly different talks but with speakers from places like Shopify, TikTok and Amazon, it’s a great place to see what the industry is doing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Friends of Search","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://friendsofsearch.com/nl/"},"content":[{"data":{},"marks":[],"value":"friendsofsearch.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Friends of Search is the biggest search engine marketing conference since PPC Hero Conf. Whilst they have not announced any 2023 dates, they typically cover a good mix of paid media and SEO and provide good insights into what both industries are doing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Digital Marketing World Forum","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.digitalmarketing-conference.com/"},"content":[{"data":{},"marks":[],"value":"digitalmarketing-conference.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"DMWF Is a vendor based show focusing on all areas of digital marketing, where you can connect with existing tech partners and explore new solutions on the market. There is also a large suite of speakers speaking on a vast variety of digital marketing topics.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In Summary","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In conclusion, it is worth making sure that people at every level of experience get to go to conferences throughout the year, as listening to industry leaders talking about various subjects can spark ideas and help promote growth at all levels.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s also worth attending events outside of your specific field, to see how the rest of the industry is dealing with problems that you may also be encountering. How the SEO industry is dealing with ChatGPT and BingAI are going to be big talks this year I suspect, while the PPC industry is pushing for GA4. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you want to discuss any upcoming events I’ve mentioned or have any ideas for extra events to feature here, don’t hesitate to ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/zak-macklin/"},"content":[{"data":{},"marks":[],"value":"contact me on LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". 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Increased investment in data collection resulted in a shift in thinking that is increasingly relevant today, with the growth of digital marketing. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It is a high-level, holistic evaluation that takes into account all marketing channels, including traditional and digital platforms (billboard and TV advertising plus paid search and paid social), as well as non-marketing sources including external factors (like seasonality and the economic climate) and internal variables (such as mark-downs), to determine the extent to which each input is impacting overall sales. This then gives an indication of efficiency by channel and where the budget should be allocated going forward in order to maximise sales volume.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Through this holistic analysis, which incorporates the entire media portfolio, data can be leveraged for forecasting to make predictions about expected sales growth based on the changes applied to media spend across different forms of activity. MMM analysis relies on data that has been aggregated over a longer period of time, usually a multi-year historical period (three years of data is recommended), to allow for a fair representation of trends and patterns.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How does Media Mix Modeling compare to Data-Driven Attribution (DDA) models?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"DDA is an effective analysis technique when considering person-level data and customisation, which Media Mix Modeling, as a holistic channel-focused strategy, is unable to support.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In summary, DDA uses real-time data instead of years of historical data, looks at user-level information including customer experience, and is therefore more agile and better suited to day-to-day optimisations. This is why digital marketers (in particular, paid search and paid social specialists), usually harness this model for campaign management.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, unlike MMM, which provides a birds-eye view of the entire ecosystem, DDA models are digital-focused and limited when it comes to measuring offline conversions. DDA models aren’t able to provide a view of the whole ecosystem so MMM is used to inform high-level budgeting decisions and for wider sales forecasting. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Does Media Mix Modeling have anything to do with the Marketing 4Ps?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"By looking at how different factors contribute to a business’ marketing objective, Media Mix Modeling is closely intertwined with the marketing 4Ps: Product, Price, Place, and Promotion.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As mentioned, MMM takes into consideration all forms of marketing (Promotion) as well as other variables like mark-downs (Price). Paid search and paid social activity play an important role in the promotion side, and the MMM should include all paid channel segments to provide a complete view of the impact of each activity under promotion.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As MMM is a holistic view which considers all inputs, factors related to Product and Place will also be built into the model to provide a complete picture which helps to determine the impact that pulling a particular lever has on the sales output.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What are the key aspects of a strong Media Mix Model?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In order for Media Mix Modeling to provide a business with meaningful insights, it is crucial that:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Data is of a high quality","nodeType":"text"},{"data":{},"marks":[],"value":", which means companies need to dedicate resource to aggregating and cleansing data from all sources","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"There is enough data","nodeType":"text"},{"data":{},"marks":[],"value":", to allow for analysis covering a multi-year historical period (three years is recommended)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Analysis is conducted at the right level of frequency","nodeType":"text"},{"data":{},"marks":[],"value":" (annually or bi-annually is the recommended frequency)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"The right tools are leveraged","nodeType":"text"},{"data":{},"marks":[],"value":" to pull big data into a unified platform for measurement","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"What is the 4 stage process?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Nielsen summarises the Media Mix Modeling process as incorporating 4 key stages: Collect, Model, Analyse and Optimise.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Collect ","nodeType":"text"},{"data":{},"marks":[],"value":"- gathering all of the relevant data, including all marketing inputs, external factors, and internal variables: price, promotion, online media, offline media, distribution, competitive data.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Model","nodeType":"text"},{"data":{},"marks":[],"value":" - using advanced statistical models to connect marketing and other activities to performance.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Analyse ","nodeType":"text"},{"data":{},"marks":[],"value":"- crunch the numbers to assess the impact of all activities on business performance.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Optimise ","nodeType":"text"},{"data":{},"marks":[],"value":"- adjust marketing spend through simulations to test the impact on results.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"ordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"What’s important in the data collection phase?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Preparation is key. Google recommends following 4 steps in order to effectively launch media mix modelling:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Establish your goals","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is crucial for making sure that the right data is collected from across the business. It will save a lot of time and effort if goals are clearly laid out ahead of requesting information from the different data gatekeepers. You’ll be more likely to benefit from streamlined communications and it will prevent unnecessary back and forth.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Focus on one particular metric to avoid confusion and inaccurate data collection. Get this right at the beginning to ensure the right information is being tracked.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Align your organisation for data processing","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"In order to ensure a smooth process for collecting this large amount of data, it is important to assign the responsibility of data sharing to one key gatekeeper per data set.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Provide these representatives with an induction into the MMM including a breakdown of their responsibilities, a demonstration on the format in which this data should be shared, and a timeline which should be followed for data processing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Make sure to engage all of the relevant people to ensure all data is encompassed in the model. This will most likely include setting up communication with CMOs, TV and media agency partners, marketing agency partners including paid search and social teams, CRM managers, and marketing executives.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Identify relevant data","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Data needs to include all channels, be mutually exclusive to avoid unfair attribution, and provide a granular channel view in order to inform budgeting decisions.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"4)  Understand your access to data, including any limitations","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Create a detailed visualisation for the data ecosystem, highlighting any blockers (for example payments and subscriptions needed for data access from third parties, or time delays related to offline data access). ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Which platforms should you leverage?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Media mix modeling uses regression analysis (multi-linear regression), a statistical analysis technique that tests the impact that independent variables have on a dependent variable. The MMM ratio is made up of three core elements:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The inputs being applied","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The spend on each input","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Results per input","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Large organisations dealing with a large number of inputs should look at leveraging MMM AI-powered and automated solutions to set up MMM. These platforms avoid manual analysis and data cleaning work and instead provide a solution that enables businesses to use AI and advanced analytics to identify the true impact of different variables and allows for advanced forecasting capabilities. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a host of different platforms available but businesses should choose a tool that can collect data from diverse sources, weigh up long and short term growth, and take into consideration external factors. 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This article from Towards Data Science guides you through the ","nodeType":"text"},{"data":{"uri":"https://towardsdatascience.com/an-complete-guide-to-building-a-marketing-mix-model-in-2021-fb53975be754"},"content":[{"data":{},"marks":[],"value":"steps of building the model from scratch in Python","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Although MMM is designed to be used by businesses for a holistic view of the organisation’s entire ecosystem, MMM principles can be adopted into a scaled-down version by specialist teams, as a way of analysing the impact of different channels.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For example, paid media agencies can build their own MMM - pulling in data from all channels and variables, in order to make forecasting simulations and inform decisions about budget allocation within their own department.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How can paid media agencies apply Media Mix Modelling?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you’re a paid media agency building your own Media Mix Modelling microcosm, all of the same principles discussed in this article apply with regards to collecting data and the stages of the MMM process. Remember, MMM relies on a multi-year historical period so make sure the inputs have been live for around three years.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For paid media teams, the inputs of your model can be taken to a more granular level to identify the impact of different activity - segmenting into channel and format. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"An example of a data input structure could be:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Search","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Google text ads","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Google Shopping","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Bing text ads","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Bing Shopping","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"+ “X” search engine + format","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Social","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Facebook/Instagram image ads","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Facebook/Instagram video ads","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Facebook/Instagram carousel ads","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Facebook/Instagram collection ads","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"+ “X” social platform + format\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"In the same way as a traditional MMM, this can help to create simulations and forecasting and inform important budgeting decisions across channels and formats.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Final thoughts","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In its true form, media mix modelling enables stakeholders to assess the impact of different inputs across the organisation’s entire ecosystem. It is crucial that the data collected is of a high quality and that data covers a multi-year historical period to allow for a representation of trends. When dealing with a large volume of data, AI-powered and automated solutions are worth investigating as these platforms harness advanced analytics for simulations and forecasting to help inform important budgeting decisions. It’s important to pull all channels and variables into the model to allow for a true picture of the ecosystem.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Our paid media team are experts in data reporting and are ready to integrate our channels into your media mix model. 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","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Since the pandemic, the demand for Global-e has increased considerably with more and more retailers looking to expand the reach of their business. However, those retailers didn’t have the capacity in-house to deal with the increased cross-border admin complexities.  These complexities have been exacerbated as a result of Brexit with international sales becoming more time consuming and difficult to handle.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As such, retailers will often choose Global-e to help facilitate their internationalisation by handling the tax and duties for overseas orders, operating as the merchant of record and generally providing a faster route to selling in what would otherwise have been complicated, time-consuming markets.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"From a platform perspective, Global-e as a platform has historically been reasonably difficult to work with and the checkout functionality and aesthetics were not great. Shopify merchants too had these issues with Global-e but now there is now a much cleaner implementation route with more flexible commercials. However, there are a number of considerations when it comes to implementing such a tool.  This post explores the pros and cons of the platforms and based on our own experience, some of the pitfalls to avoid.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What are the pros of Global-e?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Increase customer base and sales","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Global-e certainly does make it easier to sell internationally with more than 200 countries supported worldwide, which in-turn, opens the global audience up to retailers.  In a current global market where many customers are cutting back on spending, increasing the reach of brands is becoming more and more important.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) International services","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Cross-border trade can be very complex which many businesses simply don’t have the time or resources to allocate to.  Global-e provides a number of tools which can help with these complexities including:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Currency conversion","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Customs clearance","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Local compliance","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"These tools allow businesses to save many hours of time and ensure they can focus on generating more sales internationally.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Display local currencies ","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Everyone prefers to browse ecommerce sites that display the local currency to the user. However, implementing this is easier said than done and can often cause more headaches than solutions. Global-e supports over 100 currencies which allows shoppers to both browse in their favoured currency and also purchase (plus handling any currency fluctuations).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"4) Local payment methods","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Many customers will simply expect to see Visa and Mastercard options at checkout, but for many others these will not be an option. A huge number of sales are lost by retailers who ship internationally but do not provide the customer with a suitable payment option for them right at the point of purchase. Global-e goes a long way to solving this problem by supporting more than 150 payment methods.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"5) Localised multilingual checkout","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"An obvious barrier to purchase is when the customer is displayed a checkout that is not in their native language.  Global-e supports 26 languages at present which helps to overcome this particular hurdle.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"6) Tax and duty calculations","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The world is getting more complex when it comes to tax and duty within ecommerce.  Customers are often finding when their package is delivered, they are then liable for further payments that weren’t calculated at the point of purchase.  Global-e goes a long way to solving this problem by calculating and allowing shoppers to pay duties and taxes within the checkout","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"7) Multiple shipping options","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"A big reason for shoppers to leave the purchase funnel and look at competitors is the lack of appealing shipping options for their purchase.  For a retailer to solve this problem themselves would take a large number of hours to research and then implement these into their checkout.  Fortunately, Global-e is able to provide a solution to this by offering a multiple, local shipping options ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"8) Merchant of record","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Global-e effectively replaces your current checkout with their own and becomes the shipment owner, thus becoming the merchant of record.  This can alleviate a lot of legwork from the retailer when it comes to the general admin of overseas trade.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"9) Ecommerce platform support","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"All of the major ecommerce platforms you would expect to see (Shopify, Bigcommerce, Magento, Vtex, Salesforce Commerce Cloud etc.) are all supported.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\nBut what about the inevitable cons, challenges and considerations of choosing a platform like Global-e?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What are the considerations for Global-e?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Cost","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Global-e platform comes in two flavours - Pro and Enterprise.  The pro version is designed for the up and coming retailers and offers a pay-as-you-go payment model.  This can quickly get quite expensive and is often a reason for retailers looking for alternative options such as Shopify Markets.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Branding control","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whereas there are some brand elements you can control with Global-e, a lot of it is outside of the control of the retailer which means the customer experience and branding is often deemed to be sub-optimal.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Paid media feed issues","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Global-e can cause one major headache for paid media teams when it comes to feed management. Javascript is used by the platform to insert the pricing into PDPs which can cause Google Shopping to believe there is a price mismatch and therefore may disapprove these products.  There are ways round this but these solutions can cost time and incur costs.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"4) Checkout issues","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Global-e checkout experience could certainly do with some improvements and is a source of frustration for both retailers and customers alike. The platform now has a native integration with Shopify which is welcome news but for other platforms, the problem persists.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"5) Platform issues","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"There aren’t many retailers that love the experience of dealing with the Global-e backend technology and this is definitely an area that should be improved.  Things are improving however and with a lot of money being invested in recent times which will hopefully be spent on improvements in this area.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Summary","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In summary, Global-e clearly does solve a current ecommerce problem and is trusted by a large number of household names to handle cross-border trade. The platform can certainly be a struggle to work with but this is an area that has been improving over the past few years.  If they continue to invest in the platform functionality and usability, Global-e will continue to be a valued, commercially beneficial tool for retailers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you need any help or advice with your platform selection, please do ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/contact/"},"content":[{"data":{},"marks":[],"value":"contact 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"6 Examples of Build-Your-Own Ecommerce Product Configurators","slug":"examples-build-your-own-ecommerce-product-configurators","description":"Having a configurator on-site to showcase your products in 3D (potentially with AR) is an avenue many online brands are actively exploring, with many solutions making this easier and more accessible than ever. This blog post details some of our favourite examples that we have encountered in recent months with a particular focus on what makes these great; be it personalising your product, being able to try on with AR or simply having the freedom to view your product of choice at all angles and up close in high definition. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Featuring a product configurator on site can be a strong proposition that bridges the gap between having a brick-and-mortar retail offering vs. an online presence. But, why?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Configurable products typically have a lead time (by nature, being built to specification) and thus offering this configurable service online offers a rich experience. Being able to create something that is truly yours, in your own time and comfort is an experience that is perhaps restricted when shopping in-store.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As a precursor, the configurators we’ll be looking at feature across various ecommerce platforms, ranging from Shopify to Magento or a headless build. Generally speaking a lot of the solutions for product configurators are typically platform agnostic and would sit on top of your frontend via an embed or iFrame. This is the optimal integration in order to mitigate any performance woes with added page weight from the configurator resources.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"3O2QALer0KoiYTv1ysJxlf","type":"Asset","createdAt":"2023-03-01T10:23:18.401Z","updatedAt":"2023-03-01T10:23:18.401Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"montec","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/3O2QALer0KoiYTv1ysJxlf/57b3a6cfbd581364883d45852499b442/montec.png","details":{"size":485627,"image":{"width":1600,"height":762}},"fileName":"montec.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Montec Wear","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.montecwear.com/uk/stylecreator/guys/snow/?p=370464,371309,371609,372001,372435"},"content":[{"data":{},"marks":[],"value":"montecwear.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Montec Wear is one of our favourite configurator examples. Though slightly different to the other examples that will follow on in this blog post, this is an interactive outfit builder which allows customers to build their entire ‘winter fit’ - containing jackets, pants, beanies, facemasks, goggles and gloves - allowing the customer to quickly visualise what their full outfit would look like. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What’s great about this is how performant this configurator is. The images are snappy to load, pricing is abundantly clear throughout the journey, previews of products are easy to access via the ‘view’ CTA on the product cards, and completing the journey leading to purchase is made simple. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another feature here that we really like is the ability to save and share your creations. This creates a shareable link that you can easily go back to for future viewing. This also makes the prospect of sharing a link for gifting significantly easier.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For reference, this configurator is a bespoke solution but definitely possible to recreate with various solutions on the market.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5IKu3y20A3tdWLaXYkuxFy","type":"Asset","createdAt":"2023-03-01T10:23:36.758Z","updatedAt":"2023-03-01T10:23:36.758Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"gauvain","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5IKu3y20A3tdWLaXYkuxFy/a4a1592ce547864ba83f0b036423c996/gauvain.png","details":{"size":1700293,"image":{"width":1600,"height":752}},"fileName":"gauvain.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"GAUVAIN","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.gauvain.xyz/product/modul-4-jacket/?lc=br&ls=or&rc=br&rs=or"},"content":[{"data":{},"marks":[],"value":"gauvain.xyz","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of the most engaging configurators we have encountered is from GAUVAIN. Their clothes have a cyberpunk-like aesthetic and don't fail to innovate in product and technology. Offering shareable links and an embedded size-guide, this makes purchasing and finding the best outfit for you incredibly simple. Not only is the entire configurable product 3D, the backdrop is also interchangeable - this allows the customer to preview their outfit in a variety of terrains and visualise how this will look out in the wild. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One final element worth touching upon with this product builder is the three icon tabs in the header. The first option is the 3D configurator view. The second allows you to view product options from a more modular level where you can see all options visually before applying. The final icon is where pre-built configurations exist, providing the customer with inspiration curated by the Gauvain team.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5rX29dbugVifR2jfInGRN8","type":"Asset","createdAt":"2023-03-01T10:23:52.196Z","updatedAt":"2023-03-01T10:23:52.196Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"oui","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5rX29dbugVifR2jfInGRN8/a2708ba5eb0e9cc4b67bdeb407d78cef/oui.png","details":{"size":150966,"image":{"width":1600,"height":641}},"fileName":"oui.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Oui, by Jean Dousset","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://oui.jeandousset.com/collection/engagement-rings/lab-grown-solitaire-diamond-engagement-rings/eloise-oval-solitaire"},"content":[{"data":{},"marks":[],"value":"oui.jeandousset.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Oui, by Jean Dousset has one of our favourite examples for 3D interactivity. Whether it’s adjusting the carat weight, stone type, stone shape, metal type, ring size or engraving, this configurator is exhaustive and offers an experience that brands in the same vertical do not.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One thing to highlight with this configurator is the toggle to ‘hand view’. Enabling the customer to envisage their ring of choice on the closest skin-tone match provides great value. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One criticism is that the left-side portion where the product is displayed is not sticky, which would substantially improve the UX of this builder.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"ZFFvyIV3CcO48ywy3v1SH","type":"Asset","createdAt":"2023-03-01T10:24:07.307Z","updatedAt":"2023-03-01T10:24:07.307Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"boomwatches","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/ZFFvyIV3CcO48ywy3v1SH/b20672e0a87618c0b6bca62c0793444c/boomwatches.png","details":{"size":213797,"image":{"width":1600,"height":645}},"fileName":"boomwatches.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"BOOM Watches","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.boomwatches.com/apps/configurator/c/woman-watch-36mm"},"content":[{"data":{},"marks":[],"value":"boomwatches.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"BOOM Watches has one of our favourite examples, and this configurator is built with ","nodeType":"text"},{"data":{"uri":"https://zakeke.com/"},"content":[{"data":{},"marks":[],"value":"Zakeke","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", a 3D and AR customiser. The 3D configurator is responsive, allowing you to see your choices in real time, and being able to spin and zoom into your product at high quality is really great. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What makes this experience special is being able to share your configurable with a link. This is great because one could potentially leverage this link to abandon browser emails. As an example - you can see the watch we configured ","nodeType":"text"},{"data":{"uri":"https://www.boomwatches.com/apps/configurator/share/2022/05/27/a0eee59f-01ee-46a8-aaef-06d833b62a2c"},"content":[{"data":{},"marks":[],"value":"here","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". 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Offering an abundance of configurable options, with a clear and easy interface to operate, makes purchasing a ‘make it your own’ case incredibly seamless. Having the option to view your case in 360 degrees (as well as the interior and exterior works) particularly well. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another strong feature within this configurator is the ability to share a link to the configured case - this means you can either pick up where you left off or share the link with someone else. This is great for gifting.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6ymgpKVgJeIokZcSaDsqo0","type":"Asset","createdAt":"2023-03-01T10:24:43.457Z","updatedAt":"2023-03-01T10:24:43.457Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"aiaiai","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6ymgpKVgJeIokZcSaDsqo0/55c43d1b15c3000683585008b62ec2f0/aiaiai.png","details":{"size":226310,"image":{"width":1600,"height":674}},"fileName":"aiaiai.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"AIAIAI","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://aiaiai.audio/headphones/tma-2-build-your-own/s02h01e02c02"},"content":[{"data":{},"marks":[],"value":"aiaiai.audio","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"AIAIAI creates a robust yet encompassing configurator. What we really like here is how each time a module on the headphone changes, so does the treble, mids and bass in tandem. This lets you know the strength and quality of the product you’re building. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Psychologically, this is great because one would favour spending that little extra knowing you haven’t compromised on quality.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Summary","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product configurators is an area of ecommerce that is continuously growing and improving as technology continues to become more and more accessible. Each of the above are of slightly different styles and achievability, whether it’s the simplicity of layering PNGs that compromise of untold configurable options or a more advanced 3D configurator, each fulfils their given purpose in its own right. \n\nIf you want to discuss product configurators or any other area of ecommerce UX, feel free to ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/cs-jones/"},"content":[{"data":{},"marks":[],"value":"reach out to me on 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Headless Shopify - Hydrogen & Oxygen Pros & Cons + Alternative Routes","slug":"shopify-hydrogen-oxygen-pros-cons","description":"Revealed as one of the major announcements at Unite a year ago, Hydrogen and Oxygen combined are Shopify’s answer to a headless commerce stack. This came off the back of around 18 months of the headless trend gaining momentum, and a growing number of high profile brands strongly considering or taking action to move towards that architecture.","content":{"nodeType":"document","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"*Disclaimer: This article was written before the February release of Shopify Editions. While most of the predictions and hopes in here for Hydrogen updates still stand up, we will need to follow up after getting hands-on with the updates for a longer period of time to confirm if it meets our expectations.","marks":[{"type":"italic"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For this article, ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.linkedin.com/in/quinny233/"},"content":[{"nodeType":"text","value":"Liam Quinn","marks":[],"data":{}}]},{"nodeType":"text","value":" (Vervaunt) & ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.linkedin.com/in/michalwklim/"},"content":[{"nodeType":"text","value":"Michal Klim","marks":[],"data":{}}]},{"nodeType":"text","value":" (","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://commerce-ui.com/"},"content":[{"nodeType":"text","value":"Commerce-UI","marks":[],"data":{}}]},{"nodeType":"text","value":") have teamed up to give a broader insight into the current state of play with Shopify’s Hydrogen and Oxygen offering, the technical capabilities and limitations, and how they could progress in the near future. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Meeting at a conference last year, we’d discussed the topic at length. I’d been having discussions with some larger brands on moving to Shopify and potential solutions to their complex requirements. Michal ran me through a wealth of the research and practical examples of Hydrogen that he had been working on, and how its application stands up in the real world. We decided that between us we could deliver a broad but specific review of the technology, with practical takeaways.   ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Introduction","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For brands moving towards headless architecture, a cynical view of the Hydrogen and Oxygen announcements could be that this was a reflex response to the fact that some key brands that Shopify wanted to be aligned with were looking beyond the liquid theme structure that came natively with the platform. While other headless stacks were being integrated with Shopify as the checkout and underlying system, the likes of ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.chillys.com/uk"},"content":[{"nodeType":"text","value":"Chilly's","marks":[],"data":{}}]},{"nodeType":"text","value":" proved that it would be in a much less significant part of the architecture, and much more feasible to then switch out the ecommerce platform for the likes of Commerce Layer, CommerceTools, BigCommerce or others. Releasing their own way to achieve all of the benefits offered from a headless build, but in some form of unified architecture, would be an effective way of reducing this churn before it became more common. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"However (with less scepticism) it became evident when digging into the technology more, that this Shopify proposition and overall objective was a really optimistic and an ambitious one. The long term goals would mean brands would remain more closely embedded into the Shopify ecosystem, but it would eliminate a lot of the risks associated with headless builds. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Risks included potential technical debt, agency lock-in, and increased development effort in maintenance and common tasks - all of the aspects which initially put Shopify onto the trajectory they have been on.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Previously, the tech stack for a headless build might shape up something like:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A frontend JS framework for development such as React, Angular, Vue.js, Next.js.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"One of several API based content management systems, such as Contentful, Prismic, Sanity.io implemented into the above selection.  ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Deployment and hosting managed by automated platforms such as Netlify or Vercel.   \n","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"These might be mixed and matched (or replaced with other options) depending mostly on development agency preference. With the announcement of Hydrogen and Oxygen (aside from being a bit of a slow burn for both to be at a useable point) this could instead look like the following: ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hydrogen as the base JS framework.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Sanity.io or Contentful implemented via native integration. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Deployment and hosting managed via Oxygen.  \n","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"But with the release and ongoing work around this new infrastructure, we explored whether the deliverable from Shopify was as strong (or stronger) than the established big hitters that already have some traction.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Hydrogen in the current ecommerce tech stack landscape","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Merchants seeking ecommerce success prior to the introduction of Hydrogen and Oxygen had a choice: invest in Shopify's reliable native tech stack (Liquid / Online Store) or tap into customisation potential with a more versatile headless architecture. Both of those choices came with their benefits and drawbacks:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Online Store / Liquid","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" allows for fast and reliable development of an ecommerce site. Merchants could start development from multiple, well-maintained templates and adapt those to their needs. On top of that, most Shopify apps only support liquid-based sites. However, Online Store lacks when it comes to building custom ecommerce flows. Integrating with third-party solutions is generally limited to what is supported by Shopify apps. When it comes to editorial-heavy sites, going with Liquid essentially disqualifies the usage of any modern CMS.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Headless architecture","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" can be a versatile and future-proof approach. There is virtually no adaptation limit when it comes to custom business flows. It enables a composable approach when merchants can choose tools to fit their present needs best and swap them one by one when the time comes. However, the headless approach is much more demanding both in terms of raw development cost and the governance effort needed to maintain the site properly. Also, finding a proper technological partner could be much harder, being crucial to the project's success at the same time.","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"So, where does Hydrogen sit in this equation? Simply put, Hydrogen is a headless framework built on top of React. It competes with technologies such as Next.js, Nuxt, and Gatsby, just to mention a few. The above solutions are battle-tested and come with a vast ecosystem of libraries and established best practices for common problems. Hydrogen, a recent tool, may seem like an underdog compared to those widely recognised technologies. Up until now, Hydrogen hasn’t gained comparable traction and has lacked the maturity of the competition.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Yet, Hydrogen focuses solely on implementing Shopify APIs rather than being a general development framework. Being developed by Shopify's in-house team gives it a lot of bonus points when considering what technology is best suited for Shopify-based ecommerce.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"When we spoke to Shopify about their original intention and objectives, they shared with us:","marks":[],"data":{}}]},{"nodeType":"blockquote","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Building storefronts online is hard. Central aspects of a buyer's journey, like the add-to-cart flow or localization, are nuanced, complex, and costly to get wrong. The best development stack for headless commerce didn't exist. Shopify has supported “headless” builds for a long time, and we have our own opinions on the best way to build a headless storefront; so, we built Hydrogen & Oxygen.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The ultimate goal for Hydrogen is to provide a well-lit path for building performant and dynamic headless commerce sites that scale infinitely. It aims to accelerate the development by abstracting away the hard parts of building a storefront like cart, search, and internalization. Developers can leverage our tooling to reduce boilerplate overhead, and build a storefront in weeks, not months. Hydrogen & Oxygen become their first choice for building headless.","marks":[],"data":{}}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hydrogen promises to seamlessly blend the advantages of headless and liquid-based architectures, providing users with a fast and reliable way to build custom solutions tailored to their needs. ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"When does Hydrogen make sense?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Right now, the short answer is that the initial target market for a Hydrogen build is the same as those who would be considering any other headless build architecture. Without going too in depth on commonly written about ground, this would look something like:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Medium to large size established brands","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Design-driven brands with requirements around unique user experience","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Technical limitations in current setup, or specific requirements around SEO and Pagespeed.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Likely complex internationalisation requirements ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Potentially established omni-channel considerations: in-store experiences, apps etc.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Where a brand has the technical internal capabilities of building and maintaining themselves (or a really good and trusted agency). If the latter, our strong belief is that the success of the project depends on at least having an experienced and technical Product Owner, Ecommerce Director or CTO role that will have a good grasp on compromises and impact of key decisions to the outcome before they are made.","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As time goes on, the learning curve for developers and barrier to entry for medium sized and smaller brands will certainly come down - much like the growth of Shopify in the first place. I can see a time eventually where this is the technical route for any established brands (basically anyone on the Plus plan). Although this is likely some way off yet.  ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"There are some limitations with both Hydrogen and Oxygen (which are detailed more below) meaning they are probably not best fit immediately for really large and ambitious brands. These brands building at this point in time would likely compromise less and have less risk with a more conservative headless solution, as per some of the options outlined above. Having said that, compromise comes with any platform or vendor selection and there are already a selection of strong case studies to argue that despite any of these limitations, they may not be hard blockers.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Who’s using Hydrogen currently?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As with any ecommerce platform or new tech vendor, you’re only as good as the paying brands that are signed up and trusting your services. With Hydrogen and Oxygen being very unknown to Shopify agencies and brands already in the ecosystem (plus a bit of a gradual rollout after announcing), it felt like there was a lot of waiting to see how it would go across other case studies before brands took the plunge and committed themselves. For this reason it has been a slightly slow uptake. But as would be expected, Shopify did have a couple of hero brands in place to make sure some high profile case studies did exist, and there are also one or two other really interesting examples too.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"embedded-asset-block","data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"41UkUsolHj7iUHju0iYWVO","type":"Asset","createdAt":"2023-02-21T14:00:31.634Z","updatedAt":"2023-02-21T14:00:31.634Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"allbirds-hydrogen","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/41UkUsolHj7iUHju0iYWVO/465b475406dade96d725e869ca31aa59/allbirds-hydrogen.png","details":{"size":1925569,"image":{"width":1600,"height":810}},"fileName":"allbirds-hydrogen.png","contentType":"image/png"}}}},"content":[]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Allbirds","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.allbirds.com/"},"content":[{"nodeType":"text","value":"allbirds.com","marks":[],"data":{}}]},{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Allbirds have been one of the original high profile success stories for Shopify in this rise of the DTC brand era. So it wasn’t a huge surprise that they’d continue to be the poster child with a Hydrogen site rebuild. But given the size they are now, it is a big statement of confidence that they would go all-in with it.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"It might not be super noticeable at a glance that there is any difference to a standard Liquid build - standard URL structure still in place, and no significant difference in load speed to the user. There are small, nice touches such as the Allbirds logo on page load transition. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"But under the hood there are complex international considerations: localising onsite to serve 35 countries, and running 50 retail stores. A mobile app also integrates Shopify via storefront API taking orders. A real omni-channel architecture, maximising the tech stack.  ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"embedded-asset-block","data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2Jvd0YFv4h3Hb4AMHF2KIn","type":"Asset","createdAt":"2023-02-21T14:02:25.831Z","updatedAt":"2023-02-21T14:02:25.831Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"skims-hydrogen","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/2Jvd0YFv4h3Hb4AMHF2KIn/7f88b06d9575237d84dce8aab5b90644/skims-hydrogen.png","details":{"size":1418039,"image":{"width":1600,"height":801}},"fileName":"skims-hydrogen.png","contentType":"image/png"}}}},"content":[]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"SKIMS","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://skims.com/"},"content":[{"nodeType":"text","value":"skims.com","marks":[],"data":{}}]},{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Skims would similarly count as a Shopify poster child, and the second really high profile early adopter of Hydrogen and Oxygen.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Similarly, they’ve also scaled to a huge extent and are serving a large number of regions internationally with their setup. Being critical, the UX across site still has a lot of room for improvement and isn’t visually exceptional - again nothing would jump out as being really unique from how it would look with a Liquid theme. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"But one thing that does stand out, and really sets the site apart from a typical Liquid build on Shopify is the load speeds when browsing the site. It is rapid. I’m always keen to stress that a Headless build in general doesn’t equal a lightning fast site, but it creates the potential for it if built well. They’ve done a fantastic job with this, and it starts to show the potential performance benefits that can be achieved with Hydrogen.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"embedded-asset-block","data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"77pjtTQhz2UCfS4XDXzfVt","type":"Asset","createdAt":"2023-02-21T14:04:08.452Z","updatedAt":"2023-02-21T14:04:08.452Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"denimtears-hydrogen","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/77pjtTQhz2UCfS4XDXzfVt/97493394264d9656894fddbeb6d08926/denimtears-hydrogen.png","details":{"size":2072026,"image":{"width":1600,"height":809}},"fileName":"denimtears-hydrogen.png","contentType":"image/png"}}}},"content":[]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Denim Tears","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://denimtears.com/gb/"},"content":[{"nodeType":"text","value":"denimtears.com","marks":[],"data":{}}]},{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"There are a few other good case studies, and some on the Shopify site that are worth looking at. But Denim Tears stands out for me as the other one to showcase here. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"It’s not as high profile a brand, and looks like a much simpler setup for internationalisation. But it’s really distinctive and a lot of consideration has gone into creating a unique UX. It also isn’t restricted to Shopify’s native URL structure, which can be seen when browsing the product categories, or stories section. The full ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://hydrogen.shopify.dev/case-studies/kamp-grizzly?shpxid=87190b2b-011A-41D4-C611-04EE1584884D"},"content":[{"nodeType":"text","value":"case study write-up","marks":[],"data":{}}]},{"nodeType":"text","value":" on the Hydrogen website is definitely worth a look.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Considerations for development teams","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hydrogen is a Shopify-focused toolkit and a fully functional headless framework at the same time. When assessing its potential and capabilities for development teams, it's important to evaluate how well Hydrogen performs in key areas like functionality, performance optimisation strategies, third-party integration capabilities, and developer experience.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Server Management and Deployment Handling ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hydrogen was released with its counterpart Oxygen – a Shopify hosting platform responding to platforms such as Netlify and Vercel. However, Oxygen is limited compared to those platforms:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"It is only possible to host one Hydrogen build per store.","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" It severely constricts the ability to create several portals (a custom wholesale site, for example) with one common database of the products. Merchants are forced to fall back to a multi-store setup in this case.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Support for Hydrogen based projects only.","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" The imposed project structure is required.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Lack of ability to connect any log drain service.","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Logs are stored for 72 hours maximum.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Lack of support for mono repo architecture.","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" More advanced flows like building additional applications (Storybook, for example) and exposing them publicly are limited. If your application requires more advanced build flows, you must rely on different solutions (i.e., GitHub actions) and scatter your build pipeline configuration, which could generate additional costs.","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"At the same time, it got the essentials right:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Out of the box, ","marks":[],"data":{}},{"nodeType":"text","value":"support for multiple development environments and seamless integration","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" with popular development platforms such as GitHub. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Continuous deployment (CD)","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" - every time the development team pushes code changes, those are deployed to production or one of the testing environments. This includes preview deployments for any branch pushed to the repository.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Global CDN ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"- ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://shopify.engineering/how-we-built-oxygen"},"content":[{"nodeType":"text","value":"Oxygen collaborates with Cloudflare","marks":[],"data":{}}]},{"nodeType":"text","value":", which is the best solution when it comes to building global delivery networks. This means that the site is served to the client from the nearest location, drastically reducing loading times.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Developer experience (DX) ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"-","marks":[],"data":{}},{"nodeType":"text","value":" ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Setting it up requires minimal effort. Realistically setting up a project with a shareable URL address takes no time.","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hydrogen projects could also be deployed to Vercel and Netlify. However, you shouldn’t consider this a viable option. From the start, we lose the ease of setup and native Shopify support. Also, in the future, Shopify could lock in some of the Hydrogen features through its connection to Oxygen.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"SEO, internationalisation, and performance advantages ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hydrogen, being a headless framework, gives merchants control over more complex business flows. Consider the following example cases:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Regionalised content ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"- On top of translating the content, merchants can serve different content for any region.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Fine-tuning SEO","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" - Since Hydrogen is taking full control over how and what information is rendered on the site, it gives the ability to adjust every aspect of SEO presence. Think of dynamically generated open-graph images and custom templates for meta-titles and descriptions, for example. A big advantage could be a complete control URL structure rather than being limited to Shopify default structure (i.e. /collections or /products)","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Performance optimisation","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" - Hydrogen headless architecture allows fine-tuning of virtually every aspect of how a site loads. It raises the limit of what could be achieved in terms of performance compared to liquid-based builds. One of the most prominent areas of optimisation is full control over server-side rendering (static builds, caching, and the ability to control exactly how much data is sent over to the client). In contrast, native Shopify is limited and lacks granular control.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Customised marketing strategies","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" - The headless architecture enables greater personalisation abilities (serving different content for customer segments, for example).","marks":[],"data":{}}]}]}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"External CMS integration","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"One of the most common reasons for going with headless is the ability to choose a third-party CMS like ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.sanity.io/"},"content":[{"nodeType":"text","value":"Sanity","marks":[],"data":{}}]},{"nodeType":"text","value":" or ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.contentful.com/"},"content":[{"nodeType":"text","value":"Contentful","marks":[],"data":{}}]},{"nodeType":"text","value":" and expand the editorial capabilities of the site. Hydrogen can fully integrate with any third-party service that exposes API, much like any other headless solution on the market. Moreover, integrations as such could benefit from Hydrogen's ability to control caching strategy for each request.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Potential native support for Shopify functionalities ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"On the surface, Hydrogen uses the same way of communicating with Shopify (Storefront API) as any other framework. However, underneath, Hydrogen has a potential advantage, given it is served using Oxygen. Shopify can expose some internal mechanisms in a secure way much easier than through the public API.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"At this point, there are no major functionalities exposed strictly to Hydrogen. However, we are witnessing less obvious functionalities being handled only thanks to the Shopify team's internal knowledge. A good example would be support for reporting analytics data to the Shopify Reports tab. This functionality may be an obvious essential for merchants. However, it is not easily exposed to other third-party headless frameworks.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Shopify must carefully manage the delicate balance between delivering increased value with Hydrogen and upholding their relationship of trust amongst developers. Yet, users will likely gain an enhanced experience due to pre-existing abstractions of complex functionalities handled exclusively by Shopify's team.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Should I be using Hydrogen in upcoming projects?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hydrogen and Oxygen are both very ambitious projects capable of making an impact in an already crowded space. Shopify brought an exceptional development team and established relationships with industry leaders like React or Cloudflare. We can also see more brands adopting Hydrogen to their needs promptly.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hydrogen is still in the early phase, which must be considered when utilising it as the backbone of our application. An early-stage technology often suffers from rapid direction changes and a lack of established community and best practices around it. It isn’t necessarily a roadblock. However, merchants considering Hydrogen should understand that navigating through those early days of any technology requires a skilful development team.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"At this point in time, we also have to consider that a new major version of Hydrogen has been announced:","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Hydrogen 2 - Remix of the current approach","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://shopify.engineering/remix-joins-shopify"},"content":[{"nodeType":"text","value":"On Halloween 2022, Shopify stirred the pot with a novel investment in Remix","marks":[],"data":{}}]},{"nodeType":"text","value":" – an up-and-coming framework that had been catching developers' eyes for some time. This unexpected move sent questions and speculations soaring through the entire Shopify sphere regarding how it will impact Hydrogen's future prospects. We didn’t have to wait long for ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://hydrogen.shopify.dev/roadmap"},"content":[{"nodeType":"text","value":"more in-depth announcements in the form of a new Hydrogen roadmap","marks":[],"data":{}}]},{"nodeType":"text","value":". In a nutshell, it states that we should expect a complete overhaul version of Hydrogen (built on top of Remix) at the end of February 2023. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"After a year on the market, Hydrogen's decision to reconstruct its entire framework may seem controversial. But looking deeper reveals that it could be a thoughtful move for them, teeming with potential for real success. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hydrogen was very ambitious from the beginning. ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://shopify.engineering/how-we-built-hydrogen"},"content":[{"nodeType":"text","value":"The team behind it made a brave decision to bet on React Server Components (RSC)","marks":[],"data":{}}]},{"nodeType":"text","value":" (a technology that was not production ready at the time). Yet the decision wasn’t unfounded, RSC opens a whole new world of possibilities when it comes to performant site rendering.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The general adoption of RSC is one of the most anticipated shifts in the development space. However, one has to understand that technological shifts of this magnitude don’t happen overnight. Almost two years later, after the Hydrogen project has started, RSC is only starting to get traction, and other frameworks have just begun to catch up - ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://nextjs.org/blog/next-13"},"content":[{"nodeType":"text","value":"Next 13 latest announcement being one of the more notable examples. \n","marks":[],"data":{}}]},{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Developing a successful framework is no small feat, especially when leveraging cutting-edge technology. Crafting documentation, fostering community outreach and support, establishing proper release strategies, and devising effective promotion methods are just some of the many obstacles that stand in the way of true success - each potentially taking years to conquer.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To truly understand the Hydrogen transformation, we must look closer at the Remix itself. It is a comprehensive and versatile framework created by two renowned tech industry icons, Michael Jackson and Ryan Florence. The pair are well-known for creating the widely used react-router library and being experienced open-source software developers with an impressive portfolio of projects. Although much less popular than Next.js, Remix generally gathered positive feedback and a committed community around it.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Remix, similarly to Hydrogen, is also built on top of React. However, it stands out from other frameworks regarding its core assumption. It focuses on web standards and native web functionalities, which may also sound appealing to developers experienced in Shopify Liquid-based solutions. And it may be a huge deal.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Potentially, Shopify's acquisition of Remix has zoomed the success potential for Hydrogen. The technology is already proven and validated, with fewer obstacles to adoption. Either by headless developers or Shopify native ones. With the renowned open-source talent on board, new Hydrogen has a strong upper hand in building global recognition. The way all these pieces are coming together looks rather impressive.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Again, we spoke to Shopify about the next steps here for Remix and they shared:","marks":[],"data":{}}]},{"nodeType":"blockquote","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"We believe in Remix’s philosophy and have rebuilt Hydrogen from the ground up to compliment its approach to development and design patterns. Pivoting to Remix as the foundation of our stack, we can now narrow our set of responsibilities and make faster progress on storefront tooling. Leveraging Remix allows the Hydrogen team to be hyper-focused on supercharging important development workflows in commerce like working with the cart and internalization, helping developers combat the learning curve and delivering more value to merchants even faster.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Simply put, Hydrogen and Oxygen is Shopify’s commitment to a first class headless development experience, and represents the best in performance, productivity, and platform integration — letting brands and developers focus on what’s most important and unique to them.","marks":[],"data":{}}]}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"What if I’m using Hydrogen right now? ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hydrogen 2 is rebuilt from scratch. Meaning that key parts of any application, like data loading, routing, error handling, mutations, and state management, will have to be adapted to the new approach. Although ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://hydrogen.shopify.dev/roadmap/"},"content":[{"nodeType":"text","value":"the official roadmap states","marks":[],"data":{}}]},{"nodeType":"text","value":":  ","marks":[],"data":{}}]},{"nodeType":"blockquote","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"If you’re building on Hydrogen today and wondering what this means for you, we expect that more than 90% of your code will stay the same, with provided guides and tools to help with the rest. Below we’ll get into the core changes that are coming, the motivations behind them, and our planned designs.","marks":[],"data":{}}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Take this with a pinch of salt, given that all those parts are responsible for handling most application business logic. On a positive note, all of the code responsible strictly for presentation (styles, components) could rather be migrated as is. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"With no official developer preview currently available, experimenting via migration to Remix is a great way to assess true compatibility between versions before jumping into full implementation. Essentially Hydrogen 2 aims to be a thin Shopify wrapper around Remix.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Is Hydrogen going to be production ready for practical use once this is released?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Given all of the above, our overall feeling is that Hydrogen initially was aiming for a really high bar. While it really achieved a lot, it probably fell just short of being the production ready first choice for any Shopify (or other) brands to go headless in the most effective and scalable way. The RSC implementation outlined above really highlights how seriously Shopify were taking this project, and the engineering talent and resource behind it. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This new approach is a bit more conservative, building up from a framework which is already established in the market (Remix), and utilising that with its core team in place. This is enormous leverage, and the combination of what was achieved with Hydrogen, and what Remix can bring to help improve further, should be a major recipe for success. Nothing is certain of course, and such a major release like this will always take some time to iron out any kinks and become robust. But while we'd be hesitant suggesting Hydrogen for a major build right now, we feel optimistic that in six months time this will be a completely different story and it becomes a major consideration.   ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"What does the future look like for Hydrogen and Oxygen?","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Liam's Thoughts:","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"I’ve touched on it above, but my outlook for the imminent release and not so distant future of Hydrogen and Oxygen is a positive one. We will obviously know more in the next month or so if all remains on course, but if all goes well I think it could eventually be a game changer for established brands moving or remaining on Shopify. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"We have already seen the likes of ","marks":[],"data":{}},{"nodeType":"text","value":"Mattel","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" and ","marks":[],"data":{}},{"nodeType":"text","value":"Supreme","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" moving to Shopify, with specific nuances requiring the platform to be flexible to their needs. I think Hydrogen opens the door for this to be much more commonplace, and expect more high profile brands to follow suit. Some of my final thoughts for the future are:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The uptake of Hydrogen and Oxygen will increase and gain momentum as time goes on.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Growing number of high profile brands in the ilk of Allbirds and Skims will go in this direction. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"I think early adopters from a development partner agency point of view will do really well. More widespread agency adoption will increase over time, which in turn leads to Hydrogen being more commonly utilised for new projects. Risk of agency lock-in for merchants also reduces. ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Looking much longer term for a bolder prediction, Hydrogrogen could become the default choice for Plus merchants. Potentially with some sort of theme store equivalent for native integrations with common tech vendors like Yotpo review blocks, Klevu search bars etc. - which aligns somewhat with the commerce components announcement in the last fortnight. ","marks":[],"data":{}}]}]}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Michal's Thoughts","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"It’s not easy to assess the future of Hydrogen and Oxygen. We can only rely on information from official Shopify communications channels and development-related sources. And those are inclined more toward publicity.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"However, given what we know, I'm choosing to be optimistic. I believe that the decision to scrap the previous version and make a fresh start was an informed one and a change of focus from experimentation to building a viable solution for real-world problems. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Aside from Hydrogen and Oxygen, the overall Shopify movement toward more composable architecture is not without significance. The introduction of Commerce Components, stable and resilient Storefront API development, and numerous new APIs (Shopify Functions, Web Pixel API, Multipass, etc.) are significant improvements, clearly impacting especially headless stores.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"I'm looking ahead to two promising prospects that may come to a realisation soon:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Gradual path of adoption from the Online Store.","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" It means merchants already on an Online Store can migrate to Hydrogen site by site. Imagine prioritising migrating only the PDP site to increase conversions leaving the rest of the store as is for the time being. Suppose the Shopify team delivers on that promise? In that case, I see this as the biggest game changer for Hydrogen as well as the whole Shopify ecosystem and its shift toward headless and composable architecture.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"More and more Shopify apps acknowledge headless architecture","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" with the growing adoption of Hydrogen. At some point, assuming that Shopify will continue its current trend, app developers will be much more incentivised to invest time and effort into creating a headless compatible version of their apps. This, in turn, could start a chain reaction, accelerating Hydrogen adoption. ","marks":[],"data":{}}]}]}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Summary","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As outlined at the start, Shopify have just released their Winter ‘23 Editions and, amongst a lot of good content, is the confirmation on a schedule of the Remix’d release of Hydrogen. We’re excited to pick this up and start using in a practical way, and hopefully can update when we learn whether it now hits all of the requirements we’d hope for to be a robust and widely usable solution. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As ever, we would love to hear any questions or further insight - feel free to contact ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.linkedin.com/in/michalwklim/"},"content":[{"nodeType":"text","value":"Michal","marks":[],"data":{}}]},{"nodeType":"text","value":" and ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.linkedin.com/in/quinny233/"},"content":[{"nodeType":"text","value":"Liam","marks":[],"data":{}}]},{"nodeType":"text","value":" with anything you might have! 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","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"This post weighs up the pros and cons of in-housing paid media teams to help businesses come to an informed decision.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The key positives to in-housing","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Brand familiarity and industry expertise","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of the main benefits of in-housing paid media teams is brand familiarity. In-house, paid media teams are embedded in the organisation’s structure and are therefore able to invest more time into understanding the brand’s products, the existing customer base and the target audience as well as develop a deeper attachment to the brand’s vision and goals - essentially they benefit from having visibility of the brand’s “bigger picture”.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In-house, paid media teams gain an understanding of a single industry and are therefore facilitated in becoming experts in that particular industry. On the flip-side, working with agencies involves bringing them up to speed on your brand’s vision and goals and this relies on strong communication across teams.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Organic media channels are more likely to be taken in-house first, where teams want to ensure that posted content and community engagement is fully in-line with the brand. In-house paid media teams can often be a larger consideration, where it can be more technical.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Control","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"When you bring your paid media team in-house, you are inevitably increasing the amount of control you have over their activity. Where working with an agency means shared responsibility and allowing the agency some freedom to make strategic decisions, in-housing paid media activity allows your brand to independently dictate the marketing strategy as well as various other elements including the team’s workload, the treatment of sensitive information, and the execution of brand tone and image.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Working with an agency relies on a level of trust when it comes to these elements, although this partnership and a relinquishing of control brings new voices into the mix, which can prove to be extremely fruitful for your business.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Focus","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"With an in-house paid media team, their time is not divided across different organisations - this means that they are entirely focused on your brand and your brand alone. This is unlike agencies, which commonly work with multiple clients and therefore have to spread their time and attention across multiple brands instead of dedicating themselves to one company. In-house teams are essentially “all hands on deck” and this can sometimes allow for faster execution of marketing plans.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, it is worth taking into consideration the fact that this level of efficiency of course depends on whether the right people have been hired to carry out the work. In-house paid media teams are usually a lot smaller than an agency, meaning they are likely to tick fewer boxes when it comes to a wide range of digital skill sets.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"4) Location","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Location can be a big benefit when organisations decide to in-house their paid media teams. Unlike an agency, the team will be based in your office - meaning that team members are more readily accessible. This potentially allows for easier communication - instead of organising calls and communicating briefs via email, you simply need to walk over to the team to discuss marketing strategies and workload. Being based in the same location makes it easier to align schedules and also allows the paid media team direct access to all of the other departments for cross-channel knowledge sharing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Working with an agency has always relied upon strong remote communication. However, changes in culture caused by the pandemic and the resultant rise of remote working means that in-house teams have had to adapt to hybrid working. Location is more complex than it used to be; it's no longer guaranteed that all of your staff will be based in the office all of the time - there is potential for communication friction when working with both in-house and agency teams. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The downsides to in-house paid media teams","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Limited skill-sets","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"It is unrealistic to expect an in-house team to be able to match the skill-sets of agencies. In-house teams are smaller and rely upon a select few individuals, in contrast to agencies which have access to more team members with a wide range of skill-sets. When an organisation working with an agency wishes to scale a particular area of activity or expand into a new market, they simply need to communicate this with their agency, who will be able to pull in the most experienced individual to lead the project. Without an agency in this instance, an organisation relies upon an in-house team being trained up to develop the specialist skills required to carry out a new project, or otherwise need to hire more people with the relevant skills. In this respect, agencies are able to provide on-demand support to facilitate growth.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Due to the nature of working with multiple clients, agencies benefit from a wealth of experience and a broader understanding of trends across different industries and markets. As a business looking to work with an agency, you get to choose from the best, most experienced organisations in your particular industry - look at their case studies and opt for an agency with a proven record of success. An in-house team’s access to new technology and features can also be limited compared to that of an agency that benefits, for example, from Google Ads betas as well as a greater volume of client data which can be harnessed to inform marketing decisions.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Agencies also make it their mission to stay on top of best practices and foster a culture of shared learning to keep the whole team up to speed, which involves sharing industry updates, skills, and case studies to support each other's accounts. In-house teams have fewer case studies to learn from, and there is therefore less opportunity for knowledge sharing. Agency expertise is fostered by this environment, as well as the fact that they operate in a highly saturated and competitive market which means they need to stand-out by staying on top of their game. The result is greater drive and innovation - they bring a competitive edge which can really benefit your business.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Becoming too insular","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"A downside to in-housing paid media activity is the likely risk of becoming too insular. As mentioned, in-house teams are smaller and there is therefore less opportunity for a diverse range of voices to input into marketing strategies. Suggestions are limited and ideas might go unchallenged. Working with an agency, however, ensures that an exchange of ideas takes place which involves debate and the scrutinising of ideas to formulate the best marketing plans possible.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Agencies are unbiased and can therefore bring fresh ideas to your organisation. These fresh ideas also come about as a result of an agency’s fresh pair of eyes - this outside observation can help your brand to overcome stagnant thinking and creativity, the possible result of becoming too insular as an organisation.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Cost","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s a common misconception that paid media agencies cost businesses more. Yes, agencies come with a fee, but this is usually significantly lower than the expense of building and running an in-house paid media team. According to a 2021 marketing survey on budgets, trends, and inspiration for SMBs, ","nodeType":"text"},{"data":{"uri":"https://www.sortlist.com/datahub/reports/in-house-marketing-vs-marketing-agency/"},"content":[{"data":{},"marks":[],"value":"hiring a marketing agency is almost 50% more cost-efficient","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" than an in-house marketing team.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In-housing is expensive - it encompasses recruitment efforts and paying for HR time, buying equipment, investing in software, putting in place training programmes, and offering benefits to keep the team happy. Agencies look after their own people and working with agencies therefore means your organisation saves on these types of expenses. Agencies also usually come with their own toolset, so launching new activity won’t rely on your organisation purchasing new software. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Budget constraints can make it challenging for in-house teams to be reactive to scaling in peak periods, as it is more expensive to grow an in-house team to run this activity. A reliance on in-house teams can therefore lead to missed opportunities and stagnant growth.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"4) Recruitment burden","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"A significant downside to in-housing paid media is the recruitment burden. The hiring and screening process involves a significant amount of HR time for creating the job listing, advertising the role, interviewing, negotiating, and putting together contracts.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The amount of effort required for recruitment can therefore make retention a source of anxiety for businesses. Turnover can cause significant issues for teams - increasing pressure on the staff who remain, which can potentially lead to a drop in morale and negatively impacted performance. This in turn leads to a sense of urgency to rehire.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In contrast, working with a paid media agency means that if an account manager leaves, they’ll simply be replaced by another team member to take over the workload and keep the strategy running.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Final thoughts","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are some strong positives when it comes to in-house paid media teams. There’s the opportunity to develop a deeper level of brand familiarity, your organisation will have greater control over the team’s activity, they’ll be able to focus solely on your brand, and they’ll be more easily accessible in terms of location.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, working with a paid media agency allows your organisation to benefit from a wider range of skill sets, and avoids your brand from becoming too insular and introduces new voices and ideas to the mix. Working with an agency will also help to relieve the burdens related to expense and recruitment. The right agency will be invested in understanding your brand’s visions and goals and will establish a strong working relationship for effective communication on marketing plans. When searching for the agencies, we suggest you ask them some of the following questions to determine whether they are right for your business:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Has your team worked with other brands in our industry?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What accreditations and certifications does your team have?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What channels does your team have experience in?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What is your toolkit for managing accounts?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How does your team keep up to date with industry changes?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What is your fee and how many hours a week/month does this cover?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What does client communication look like? Will there be weekly, monthly calls or in-person meetings? What is your response time for emails (within 24 hours)?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What reporting services do you offer? Is this provided weekly, monthly, quarterly?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What is the onboarding process and will a brand discovery session be part of this?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"We hope this helps your brands to make an informed decision about whether to keep activity in-house or bring a paid media agency on-board. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Black Friday 2022: Key Creative Takeaways, Solutions for Rising Costs and Strong BFCM Campaigns to Be Inspired By","slug":"black-friday-2022","description":"Each year Black Friday approaches faster than the last, and the period synonymous with deals and Christmas gifting is by far still one of the biggest shopping periods of the year. And with the macroeconomic events of the last twelve months that affected consumer behaviour and spending, there was some level of uncertainty around which way it would go. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Here at Vervaunt, our client mix generally sits within the luxury, premium fashion space and in fact many of our clients had some of the strongest results to date, smashing targets and last year's performance. So now that our brands have had a few weeks to evaluate, we explore some of the key learnings and takeaways which made this year so successful.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Alongside my own thoughts, we have also asked other members of our team to contribute to this analysis, including ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/timwsearle/"},"content":[{"data":{},"marks":[],"value":"Tim Searle","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/tswwilson/"},"content":[{"data":{},"marks":[],"value":"Tom Wilson","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/cs-jones/"},"content":[{"data":{},"marks":[],"value":"Conor Jones","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The key creative takeaways","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Brands making the offer the hero","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of the big takeaways from Black Friday 2021 was that when it came to creative, keeping it simple and ensuring that the offer was the hero was the best way to leverage the best performance out of sale periods. This year, we continued to see that approach adopted by a huge number of advertisers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"While this led to some eye-catching and appealing ads when high percentage discounts were pushed, it did result in news feeds becoming devoid of products, and therefore context.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We saw dozens of brands pushing ads that had the offer as the hero (per our best practice), but sitting on a plain background. While this can look striking, if you’re doing this in a prospecting campaign where people are unfamiliar with your brand, you’re giving no context as to what you’re actually selling.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"While brands like Nike can safely assume that people know what they’re selling, not including products in the images and videos themselves risks lower CTRs, or uninformed clicks from disinterested people unlikely to purchase.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7dcMbIxQWR4WNKHMgda8FC","type":"Asset","createdAt":"2023-01-20T11:21:19.495Z","updatedAt":"2023-01-20T11:21:19.495Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"neomorganics 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something that could make browsers want to click.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2YAJyApdshLJ6j96opyKME","type":"Asset","createdAt":"2023-01-20T11:22:06.274Z","updatedAt":"2023-01-20T11:22:06.274Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"roddgunn offer","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/2YAJyApdshLJ6j96opyKME/d139ce33a36c11c986dbeca2f3ed3d06/roddgunn_offer.png","details":{"size":205050,"image":{"width":1072,"height":1600}},"fileName":"roddgunn_offer.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Rodd & Gunn","nodeType":"text"},{"data":{},"marks":[],"value":": Same styling as the previous ad, however the “four days only” and specific end date helps a feeling of urgency and FOMO which is nice in a year where some sales lasted for weeks on end.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"3XxDcpsJqfBeFqS4o1K5AQ","type":"Asset","createdAt":"2023-01-20T11:22:33.417Z","updatedAt":"2023-01-20T11:22:33.417Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"stanceeurope offer","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/3XxDcpsJqfBeFqS4o1K5AQ/3a6bb5d2668570c4e7c25ee8e6a495f7/stanceeurope_offer.png","details":{"size":580303,"image":{"width":1025,"height":1600}},"fileName":"stanceeurope_offer.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Stance Europe:","nodeType":"text"},{"data":{},"marks":[],"value":" Definitely eye catching, though using the term “sitewide” if there are exclusions can feel like a bait and switch if best sellers aren’t included.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Brands losing out with softer messaging ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some advertisers didn’t focus on the offer details, and so we saw plenty of ads that boasted sales and deals without any insights into how juicy they may be. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There was a fair amount of press this year regarding fake or disingenuous Black Friday deals, and specificity is your friend when trying to stand out as a brand with serious offers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1mwiyMxtmetU4X0kzdxx16","type":"Asset","createdAt":"2023-01-20T11:23:26.285Z","updatedAt":"2023-01-20T11:23:26.285Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"floatspa soft","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1mwiyMxtmetU4X0kzdxx16/4ca57f5866ce2cd554a089364102741a/floatspa_soft.png","details":{"size":960393,"image":{"width":1119,"height":1600}},"fileName":"floatspa_soft.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Float Spa: ","nodeType":"text"},{"data":{},"marks":[],"value":"Another ad with no products on show, but the lack of offer details could discourage customers from clicking through to save wasting time with a potentially poor discount.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"4fjlGlg0B1uQcLqvVPdHem","type":"Asset","createdAt":"2023-01-20T11:23:53.376Z","updatedAt":"2023-01-20T11:23:53.376Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"insinkerator soft","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/4fjlGlg0B1uQcLqvVPdHem/3fbda06c6e6c5c7dd1368f06c4c9286b/insinkerator_soft.png","details":{"size":208484,"image":{"width":1039,"height":1600}},"fileName":"insinkerator_soft.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"InSinkErator","nodeType":"text"},{"data":{},"marks":[],"value":": This ticks all the boxes mentioned so far - no products, basic or plain styling, lack of offer specificity. However, they do use specific dates to push FOMO.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6Taj23zVlOHsVaTpplanZa","type":"Asset","createdAt":"2023-01-20T11:24:17.296Z","updatedAt":"2023-01-20T11:24:17.296Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"onlyandsons soft","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6Taj23zVlOHsVaTpplanZa/98b75f32ea22d4510b6126f0c120c8bd/onlyandsons_soft.png","details":{"size":1341833,"image":{"width":989,"height":1600}},"fileName":"onlyandsons_soft.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Only and Sons: ","nodeType":"text"},{"data":{},"marks":[],"value":"Here we do see the offer mentioned in the headline beneath the images, however on a social media platform as visual as Instagram, if you want people to read something, it needs to be on the image as well.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2HZ4DWcAHPCZLnQ2iajvtV","type":"Asset","createdAt":"2023-01-20T11:24:40.654Z","updatedAt":"2023-01-20T11:24:40.654Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"johnlewis soft","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/2HZ4DWcAHPCZLnQ2iajvtV/461c040fd924190d1bc3e8822b5ba96b/johnlewis_soft.png","details":{"size":354089,"image":{"width":1021,"height":1600}},"fileName":"johnlewis_soft.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"John Lewis: ","nodeType":"text"},{"data":{},"marks":[],"value":"The collection ad allows context to be provided by the products (although it’s fair for John Lewis to safely assume people are familiar with their brand), though not showing the old price or percentage discounts in the product images was an opportunity not taken here.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1HdE2qlRhD8JcMIut2yjVK","type":"Asset","createdAt":"2023-01-20T11:25:03.834Z","updatedAt":"2023-01-20T11:25:03.834Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"ruggable soft","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1HdE2qlRhD8JcMIut2yjVK/88f66a58f4bdaeef6392c25a1f799741/ruggable_soft.png","details":{"size":756770,"image":{"width":1053,"height":1600}},"fileName":"ruggable_soft.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Ruggable: ","nodeType":"text"},{"data":{},"marks":[],"value":"Another case of a promo code requirement and offer details slightly hidden in the headline rather than the image. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Brands didn’t wait for Black Friday","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Much of the commentary from Meta in the lead up to Black Friday was that expectations were that ","nodeType":"text"},{"data":{"uri":"https://www.facebook.com/business/news/insights/how-did-black-friday-and-cyber-monday-unfold-on-facebook-and-instagram"},"content":[{"data":{},"marks":[],"value":"buyer behaviour and sales would start earlier","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".  Many advertisers took this to extremes, with Black Friday ads going live at the start of November (if not earlier in some cases). ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Clients who took this approach broadly reported shorter peaks, but an overall uplift across November in terms of year-on-year results. Shifting offers across an overall longer offer period can help prevent fatigue, especially for peak days. One common strategy is to stage offers on selected lines in the lead up to Black Friday, transitioning to site wide discounts from Black Friday to Cyber Monday.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some advertisers tried to get the best of both worlds, with “coming soon” ads being shown ahead of time in an attempt to plump up remarketing pools. The impact of this will be hard to isolate, and you should expect far weaker returns if direct response is what you base your main KPIs on.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"62g3h2zEqzHtJAmsrLcOlo","type":"Asset","createdAt":"2023-01-20T11:25:52.568Z","updatedAt":"2023-01-20T11:25:52.568Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"decathlon timing","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/62g3h2zEqzHtJAmsrLcOlo/7d4104dac2ab344b71903b621434f01f/decathlon_timing.png","details":{"size":394027,"image":{"width":1036,"height":1600}},"fileName":"decathlon_timing.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Decathlon: ","nodeType":"text"},{"data":{},"marks":[],"value":"This is a nice example of how to take advantage of the earlier kick offs we’re seeing to Black Friday - the offer is definitely the hero here. Some products (or even a collection ad) would be great here.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"s02vc9oNqim7qMewPNDC3","type":"Asset","createdAt":"2023-01-20T11:26:33.455Z","updatedAt":"2023-01-20T11:26:33.455Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"tedbaker timing","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/s02vc9oNqim7qMewPNDC3/3c8f5b3b54d8ad0b194d17de93af8689/tedbaker_timing.png","details":{"size":725594,"image":{"width":809,"height":1600}},"fileName":"tedbaker_timing.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Ted Baker: ","nodeType":"text"},{"data":{},"marks":[],"value":"The “coming soon” style ad is likely aiming to push spend ahead of the Black Friday period while CPMs are slightly lower, building remarketing audiences to be deployed when the offer starts, however without offering early access there isn’t too much incentivising a click through or sign up here.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Combatting the rising costs over Black Friday","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Across the Black Friday week, we saw the expected uplift in CPMs across Meta, with our clients seeing an average 93% increase year on year from £5.94 to £11.51. In order to drive any year on year improvements in this market, advertisers need to be really strategic with their spend through the channel. We saw a few different strategies really work for our clients over this year's retail peak which we will definitely be re-looking at next year.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of the key strategies we saw to help combat this increase was an exploration of different campaign objectives.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Lead Generation","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The vast majority of our clients ran lead generation campaigns at some point during the Black Friday period with strategies ranging from ‘Sign Up for Early Access’, ‘Sign Up to Save Your Basket’ and even ‘Sign Up to Shop’, requiring users to sign up in order to shop the sale page. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of our clients ran a sign up campaign throughout the duration of the Black Friday period. The incentive switched from ‘Sign up to be notified of sale starting’, to ‘Sign up for an extra 10% off sale’ throughout the Black Friday week of 21st to 28th. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2tlbU4Pfi3nP79i6IeBbk","type":"Asset","createdAt":"2023-01-20T11:27:32.393Z","updatedAt":"2023-01-20T11:27:32.393Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"graph1","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/2tlbU4Pfi3nP79i6IeBbk/cfd3b26d9149e2e24d88132277f94103/graph1.png","details":{"size":83721,"image":{"width":1256,"height":710}},"fileName":"graph1.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"The data from this campaign showed favourable CPMs vs. conversion-led activity. Initial CPMs were very strong, so our real learning for next year is to really double down on lead generation early on in the month where we can get the most efficient cost per lead.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Traffic Generation","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"For many of our brands, we always have some level of the budget allocated to campaigns with the traffic objective but this is an area where we really doubled down during the Black Friday period. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"3QOBW8mqqNEfOklNCp8ccq","type":"Asset","createdAt":"2023-01-20T11:28:18.534Z","updatedAt":"2023-01-20T11:28:18.534Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"graph2","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/3QOBW8mqqNEfOklNCp8ccq/7a5ea50b8ac71b72702fb07418e33fe9/graph2.png","details":{"size":82528,"image":{"width":1302,"height":668}},"fileName":"graph2.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"The CPMs for traffic campaigns were much more steady throughout the course of the month, with a small peak over the promotional weekend but very favourable in comparison to the conversion campaigns - helping to combat increasing CPMs and retain session numbers year on year.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Reach & Frequency Campaigns","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The last and potentially most powerful tactic to maintain efficient CPMs is to utilise reach and frequency campaigns. These campaigns are booked ahead of time, and secure a CPM from Facebook at the time of booking. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As these campaigns are a lot less conversion focused, it is important to be strategic with audiences in order to get the most value possible from ad spend. My consideration here would be which audiences do you want to achieve maximum visibility. For many of our clients, these would be remarketing and retention campaigns, along with the smaller but top performing prospecting audiences which have proven to convert throughout the year. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For accounts which ran reach and frequency, these pre-booked campaigns saw CPMs 75% lower than ad space bought in the auction over Black Friday week.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Strong Examples of Black Friday Campaigns","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Let’s look back at what we think worked well across wider Black Friday campaigns; be it on-site sales UX, stand-out campaigns, marketing messaging and more. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Arrivals","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of the highlights of what I saw over the week of sales was from New York based apparel brand ","nodeType":"text"},{"data":{"uri":"https://thearrivals.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"The Arrivals","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". Taking a different approach to the status-quo helped them stand out from the crowd with an innovative take on advertising with $0 growth hacking. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For context, The Arrivals launched a 24 hour long Instagram livestream: for those who don’t know, livestreams on Instagram have a persistent state, meaning you can go off the stream after viewing and it will still appear first and foremost in your list of stories - for their 125,000 followers, this is definitely a clever way to capture attention as soon as your target customer lands on the app. Within the stream you are instantly notified of the on-going sale and have the chance to browse their products by taking advantage of the Instagram product catalogue (see attached video). ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6uheSYA1wkl4oe4QnRo9l6","type":"Asset","createdAt":"2023-01-20T11:29:44.797Z","updatedAt":"2023-01-20T11:29:44.797Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"thearrivals gif","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6uheSYA1wkl4oe4QnRo9l6/8f6008a4fe90d47587e0de61c7f80f4c/thearrivals_gif.gif","details":{"size":1701631,"image":{"width":255,"height":520}},"fileName":"thearrivals_gif.gif","contentType":"image/gif"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"ButcherBox","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Next up was something we really liked from the brand ","nodeType":"text"},{"data":{"uri":"https://www.butcherbox.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"ButcherBox","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", a store offering meat delivery straight to your door. From Black Friday to Cyber Monday, they ran a sales campaign offering two free of charge ribeye steaks with every single order a customer places in the next 12 months. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In terms of retention strategy, this is as good as it gets for strengthening Black Friday offers so that their lifespan transcends beyond just a solitary week of the year in Q4. Bringing valued customers back and having skin in the game could not be more important at present time. The journey to purchase is incredibly streamlined with the chance to add additional items and flavours to your cart before hitting the checkout - ensuring maximal value is achieved.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2fnvp2sWpOCuPSRzhsA7rz","type":"Asset","createdAt":"2023-01-20T11:30:31.046Z","updatedAt":"2023-01-20T11:30:31.046Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"butcherbox bfcm","description":"","file":{"url":"//downloads.ctfassets.net/rsv5jnhanwkh/2fnvp2sWpOCuPSRzhsA7rz/749f85f21f324874bae649344b36dbe8/butcherbox_bfcm.gif","details":{"size":22540116,"image":{"width":1054,"height":606}},"fileName":"butcherbox_bfcm.gif","contentType":"image/gif"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Hero Cosmetics","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"One final example we’d like to highlight is from beauty and cosmetics brand, ","nodeType":"text"},{"data":{"uri":"https://www.herocosmetics.us/"},"content":[{"data":{},"marks":[],"value":"Hero Cosmetics","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". This example embodies not only understanding and utilising the tech stack available to a given brand but being able to leverage a solutions feature library to build a strong coherent journey for the customer. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Looking at the attached video, it’s clear to see that Hero vitally understands the tech stack available to them, being able to offer free gifts with purchase over X, rewards with point-spend well positioned in the push cart and finally an easy to grasp and familiar shopping experience which contrarily can often become convoluted.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7bxjBKb8qdCv4dsqxzWdZJ","type":"Asset","createdAt":"2023-01-20T11:31:30.417Z","updatedAt":"2023-01-20T11:31:30.417Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"herocosmetics 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In this article we’ll cover how that concept came about, the gap it was aiming to fill, who was involved in making it happen and how we did so. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Goal & Ideation Phase","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There had long been the outline of an idea discussed at Vervaunt, around the concept of a ‘Black Card’. Partly, this came down to it just being a cool idea that we enjoyed discussing the potential of. But mostly, with the boom of the NFT market (especially at that point in time) and the speed of innovations in the Web3 space, it felt like there was a good opportunity to at least explore something around a cross-brand membership scheme. An ecommerce version of Amex rewards.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"While this idea was very much in the background, in the foreground we were planning for Vervaunt’s inaugural conference - the ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/pulse-ecommerce-summit"},"content":[{"data":{},"marks":[],"value":"Pulse Ecommerce Summit ‘22","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". Web3 was on the agenda for the day, and so I was having conversations with a lot of new people that had experience and knowledge in the space. 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NFTs in particular offer a whole host of solutions for brands looking to engage new audiences, enhance their loyalty programmes, generate new streams of income and more. This Black Card project was a way to demonstrate those opportunities to merchants and agencies alike in an uncomplicated, user-friendly way.” - Gary Carruthers","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"blockquote"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Technical Approach & Architecture","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As with any project, we approached this with some defined must-have requirements, and then a set of considerations that were uncovered in the early planning stages. These would impact how we would deliver, and the concrete timeline and requirements would be at the heart of each of the decisions. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Our requirements agreed for this piece of work were: ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Tech comes second","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"While the primary purpose of this piece of work was to highlight an innovative new technology that maybe hasn’t been widely used, we couldn't rely on people just being interested in the tech. The success of this - as is true for the success of mainstream use of NFTs - is for the focus to be on the benefit to the user.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"No fees","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"There was absolutely no compromise on the fact this could not involve a fee to the user. More to come on this, in relation to crypto and gas fees but it was an important discussion which influenced the eventual outcome. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Digital wallet","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Likely to be a possible friction point, the digital wallet aspect had to be as flexible as possible. Ideally this would work for anyone already using a digital wallet, but to cover most bases of what people would have heard of and trust most, ","nodeType":"text"},{"data":{"uri":"https://metamask.io/"},"content":[{"data":{},"marks":[],"value":"Metamask","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and ","nodeType":"text"},{"data":{"uri":"https://www.coinbase.com/"},"content":[{"data":{},"marks":[],"value":"Coinbase","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" wallet were essential.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Minimise friction","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The target audience we were aiming for was a room full of ~300 people with an expertise in ecommerce. With a mix of (majority) merchants, tech vendors and agencies, there was a good chance that a large percentage of the audience had not even read about NFTs, let alone have hands-on experience. So regardless of the concept, this had to be easy to use.   ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ability to demo","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Building on the last requirement, being easy to use wasn’t enough to be confident of uptake on the day. Whatever the concept, the ability for an end-to-end demo being held during the conference was key. 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Minimised development effort","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"More of a consideration than a requirement, but with time and development resources at a premium (thanks again to RadicalEcom and UWP for keeping momentum up on that side), there was a risk of over-engineering this MVP. It had to be kept simple with a small idea executed really well.   ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Approach & Tech Stack","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"With these considerations and requirements set, a deliverable for v1.0 of the Vervaunt Black Card was agreed. The overall concept and tactics used to hit the goal were as follows:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The initial concept","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The ultimate vision for the concept discussed within Vervaunt never really changed, and there is still a roadmap in the longer term to deliver what we think could be really game-changing. But given the requirements and hard deadline, it was important to reach a realistic deliverable. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So the concept was to release an NFT based membership card, which would be limited to 25 available (first come first serve). Holders of this membership card could connect their digital wallet to our ecom store and unlock access to claim just one of the 25 rewards. The rewards were the hook, so it was important that they were the exciting part of the process rather than the shiny underlying tech. We also wanted rewards to vary in value and prominence to create some hype and urgency.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The ecommerce platform and why we used Shopify Plus","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Aside from briefly looking at Squarespace for a content site with gated content and simple buy functionality, utilising ","nodeType":"text"},{"data":{"uri":"https://www.shopify.com/uk/plus"},"content":[{"data":{},"marks":[],"value":"Shopify","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" made perfect sense. It would be quick to get something up and running using a theme from the store, and give all of the out-of-the-box product and order management functionality needed. This would be launched onto a subdomain of the Vervaunt site - and no-indexed at this point given it starts as a temporary MVP.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As part of this store, there would be one product for the Black Card with 25x inventory. Then 25 individual products with a single inventory to be claimed, which would display an obvious out of stock label on the frontend when it had been claimed. On the frontend, we considered making the whole merch collection token gated but we decided that allowing everyone to see the products would drive more demand to get involved and claim something. So instead, everything would be visible but add to cart CTAs would be disabled until connecting a wallet which contains one of the 25 Black Card tokens.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Blockchain network selection","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Similarly to ecommerce platforms, there are several different blockchain platforms which could be developed onto. More than several in fact, but some that are more well known would be Ethereum, Solano, polkadot - and the one we opted for, ","nodeType":"text"},{"data":{"uri":"https://polygon.technology/"},"content":[{"data":{},"marks":[],"value":"Polygon","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some of the differences between these, and the considerations before opting for Polygon, are things like: complexity to work with, transaction speed, transaction fees, digital wallet support, security etc.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"NFT management","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The final piece and the biggest learning curve, was the part around distributing and minting each of the NFTs. In an act of agile project management, the plan for this did change shortly after some development started. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This initial plan was for each of the 25 Cards being added as a product in Shopify, and would each be listed on a Collection page. This meant that customers could select a specific number (if that happened to be of interest), and in theory each of the Black Cards could have been different in appearance and tied to a specific one of the rewards. When claimed, the minting and transfer to digital wallet was going to be a custom piece of development. However, during this process we’d discovered a newly released app on Shopify App store called ","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/novel"},"content":[{"data":{},"marks":[],"value":"Novel","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" who had created a more robust and broadly tested way of handling the minting, distribution and tokengated content logic for the use of NFTs on Shopify. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The compromise was a change to a single product listing for the Black Card with a quantity of 25 - but this was certainly worth the change to avoid reinventing the wheel and focus our resources on testing and polishing as much as possible. The guys at Novel were great, and worked with us to test and take on some feedback we had to make changes themselves - so this is certainly an App to look out for in the space.   ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"“I’d been involved in a few interesting projects through the year pushing the boundaries of what NFTs could be used for. The more we discussed this, it seemed like a chance to put together a really slick and streamlined way of real customers utilising the technology and to gain some good learnings.” - Andy Doyle","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"blockquote"},{"data":{},"content":[{"data":{},"marks":[],"value":"The User Journey","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As per the requirements, ultimately we felt the success of this project was all going to come down to how simple we could make the process to use. The final outcome boiled down to the following five steps:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"1) ","nodeType":"text"},{"data":{},"marks":[],"value":"Simply visit blackcard.vervaunt.com to hit the newly created Shopify merch store. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"2) ","nodeType":"text"},{"data":{},"marks":[],"value":"Follow the clear CTAs to add a black card (if still available) to cart and checkout","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"3LYsQvxK4P8j7a5l5dY76G","type":"Asset","createdAt":"2022-12-21T12:00:22.365Z","updatedAt":"2022-12-21T12:00:22.365Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"blackcard howitworks","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/3LYsQvxK4P8j7a5l5dY76G/941e57d4abd5f6bd0a89cea74d9f120b/blackcard_howitworks.png","details":{"size":401381,"image":{"width":1080,"height":1080}},"fileName":"blackcard_howitworks.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"3) ","nodeType":"text"},{"data":{},"marks":[],"value":"Receive order confirmation email, including unique code from Novel App, follow the link and enter the code as prompted to mint the card and transfer to your chosen digital wallet including Metamask or Coinbase wallet. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"4lXcmuDCeUuY4HTv9iA7tM","type":"Asset","createdAt":"2022-12-21T12:01:42.192Z","updatedAt":"2022-12-21T12:01:42.192Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"blackcard product","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/4lXcmuDCeUuY4HTv9iA7tM/fe01e95494ad2a7f41619f327eb07198/blackcard_product.png","details":{"size":206899,"image":{"width":1080,"height":1080}},"fileName":"blackcard_product.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"4) ","nodeType":"text"},{"data":{},"marks":[],"value":"Navigate back to the black card store and browse the Pulse Ecommerce Summit ‘22 giveaway collection, which contains twenty five different items to be claimed by the card holders (first come first served). ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"5) ","nodeType":"text"},{"data":{},"marks":[],"value":"Now holding a Black Card in your digital wallet and having it connected to the store, the ‘add to cart’ functionality will display - proceed to checkout with the ability of ordering just the single product. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"4gmqU4AymIhlEbljSqynOX","type":"Asset","createdAt":"2022-12-21T12:03:55.793Z","updatedAt":"2022-12-21T12:03:55.793Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"blackcard gifts","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/4gmqU4AymIhlEbljSqynOX/f1bcf88163e4906a9d42de136e7d78f9/blackcard_gifts.png","details":{"size":677765,"image":{"width":1080,"height":1080}},"fileName":"blackcard_gifts.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"UAT & Testing the Process","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Because we’d kept the idea simple, there was (over)confidence in running through the testing plan without anything major coming to light. But there were a couple of points discovered in the days building up to the event though, that for a short time looked like potential showstoppers:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Validation codes by email","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"One area of this user journey that would ideally be improved upon next time, is that the whole process still ultimately relied on email. So after claiming a Black Card, an email with a verification code would be sent - which was used to validate and transfer the NFT to the user's digital wallet. During testing, we had a few issues where emails would not be sent, would go to junk or could take 5-10 minutes to come through. Any of these would possibly complicate and confuse the process for people on the day. Thankfully, we were able to work with the guys at Novel and improved this to be as efficient as possible. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Blockchain network issues ","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another one that we were coming up against in the few days running up to the conference, was error notifications when claiming the Black Card, that the Blockchain network was too busy and to try again later. At one point, this was causing a 5+ hour delay in the Black Card being a usable token in the digital wallet which would be a disaster. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Eventually (the evening before the summit), we worked out this message was because of a limit being hit on gas fees (transaction fees applied to each time an action is recorded on the blockchain). One of the reasons Novel App was used, referring back to our requirements, is because we needed the Black Card to be free to claim - and gas fees are the main risk to that. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Novel could be used to absorb these fees, so that none would be passed onto the end user. However, we were connected to the “Testnet” blockchain network instead of “Mainnet” which essentially was like going live on Staging server instead of Production server and could only handle a tiny amount of transactions for testing purposes. After switching this, we were away.   ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"End Results","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"We’d envisioned a stress free rollout which is always wishful thinking. But bearing in mind it was new tech, aimed at a reasonably large group of people to all try out at the same time - the delivery went pretty well overall. There was a lot of interest and people decided to try it out, and guests were doing this in groups to share knowledge if there was anyone struggling. It’s exactly as we hoped it might go, and as ever brought with it a couple of learnings that had not been considered.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The biggest issue on the day was the WiFi! The venue’s WiFi was scrappy to say the least, and did cause some issues with people getting through the process at the same time. It was frustrating, but wasn’t actually a hard blocker and made for a more competitive race for the best products! ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The second was around demand, and in hindsight a schoolboy mistake from me in handling the NFTs. The plan from the start was to keep it small and exclusive, a limited run of 25 Black Cards available - and hopefully the demand would be higher with urgency to get one. This was the case, and all 25 were claimed in absolutely no time. However this limit was set on the NFT side, and after testing I had forgotten to set a limit on the Shopify side - so it never showed when the Black Cards were all gone. Unfortunately this resulted in an additional 50+ orders from the Shopify store that were oversold. Quite a common issue in ecommerce - but one that I personally had not needed to handle before! We sent out a couple of Deliveroo vouchers to help with the disappointment, and those extra fifty are top of the waiting list for the next release!     ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Having said that, there was so much intrigue and positive feedback that as an experimental MVP it was certainly worth the effort. Hopefully it led to people being hands on with technology which they wouldn’t have used before, the first time for many holding an NFT in a digital wallet. My main learning from a usage point of view is that the digital wallet piece is the main friction point preventing this technology being more mainstream. Everyone has now widely adopted the Apple Wallet, but unless that is extended to hold and use NFTs, there is always scepticism on why other wallets are needed, differences between them, and which can be trusted over others. But this is an area which will certainly continue to develop over coming months and years. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Real world applications","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"I’d previously written a bit of a prediction of which areas of ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/nfts-impact-on-ecommerce"},"content":[{"data":{},"marks":[],"value":"ecommerce may be impacted with the mainstream adoption of NFTs","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and most of these still ring true. Reviewing how the usage of this Black Card went, it is clear the potential for some similar innovations to offer value in real world applications include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Membership and VIP programs ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Priority customer service","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Multi-brand discounts ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"High demand live product launches","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"High value product ownership and authenticity ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"What’s next for the Black Card?","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"On the back of this launch, there will be more to come from the Black Card. The plan is to continue to use as VIP access to any promotions and events etc. But the longer term vision is to extend the functionality to become a cross-brand membership program, with usable gated content or offers across a range of brands based on being a holder of this one single token.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have any questions about our Black Card or how we used NFTs, then do ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/quinny233/"},"content":[{"data":{},"marks":[],"value":"contact me on LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". 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V 2020 Logo","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6s4xFi28KVaEJy9klXGCLM/bb1f8bb11d05c80bc665cb04606be83c/icon_vervaunt_2020_white_green.svg","details":{"size":1899,"image":{"width":229,"height":311}},"fileName":"icon_vervaunt_2020_white_green.svg","contentType":"image/svg+xml"}}},"twitterLink":"https://twitter.com/vervaunt","instagramLink":"https://instagram.com/vervaunt","linkedinLink":"https://www.linkedin.com/company/crimson-fox","copyrightText":"© 2021 Vervaunt. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"15 of the Best Blogs from Ecommerce Brands","slug":"ecommerce-brands-with-blogs","description":"Blogs and content creation can be a challenging marketing channel for any ecommerce brand - with varying viewpoints on the value of a blog, who owns the blog, what the purpose of a blog is, and how essential a blog is. This article will guide you through some of the reasons brands choose to have blogs and what the arguments are against having a blog. It will also share some outstanding blog examples from a breadth of brands in the ecommerce industry. \n","content":{"nodeType":"document","data":{},"content":[{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Why do ecommerce brands have blogs?","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"1) Brand building","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Many brands use a blog to build their brand identity and reinforce their core values. A blog allows the brand to immerse themselves in the space in which they operate and create content for wider topics that aren’t confined to what they sell. For example, many brands are choosing to use their blogs to open up conversation around environmental and societal issues in a way that they could not do via more traditional marketing communications. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"By having a clear purpose for the blog that is linked to the core values and personality of the brand it reinforces the brands identity and position in the market. ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"2) Increase customer retention","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Similar to brand building, a blog can be used to create loyal users and repeat customers. An impactful, educational or entertaining blog can be consumed by a user like a standalone editorial or news site would be. Creating loyalty and a reason to return to the blog space can reinforce the brand with a customer and become a regular touchpoint for them. This in turn brings the brand front of mind and can result in repeat custom and brand loyalty. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"3) Creating relevant content for SEO purposes","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A well thought out blog can bring great results from search. A blog allows the creation of a wealth of brand and product related content that is useful for brand discovery and building website traffic. Creating rich content packed with relevant keywords and phrases whilst being useful to the user gives brands the ability to target high volume search queries that they couldn’t do with their website alone. ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"What are the arguments against having a blog?","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"1) Blogs need resource to maintain","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Creating and maintaining a successful blog can be a full time job. Planning, researching, creating, posting, outreach, community management are all part of running a blog. And that’s without taking into account incorporating a brand identity or carving out the blog’s own sub brand identity. It’s a lot of effort and shouldn’t be taken on without careful consideration.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"2) Blogs need a clear and defined strategy","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"There’s little point in starting a blog without a clear long term strategy. The purpose should be clear and there should be defined KPIs that can be monitored closely to ensure that the purpose doesn’t veer off track. The purpose might be to grow brand awareness which could be monitored by tracking new users and subsequent referral to the main brand website.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Another purpose could be to keep users engaged, and this could be monitored by looking at levels of returning users, time on site, pages per visit and more. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"3) A blog can distract from the core brand ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A great blog can sometimes become a destination website within its own right. There is a fine balance between this being great and this being a distraction from the core purpose of a business. Similarly a blog can also become distracting when it provides too much content that could and should be part of a core website. It’s often difficult to draw a line between what belongs on a blog and what doesn’t and if a user gets too involved in a blog it can mean they get so distracted that they don’t come back to their intended journey which may have resulted in sales. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"4) Blogs aren’t right for every brand ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Blogs aren’t the right move for every brand. It’s not easy to get a blog right and for that reason many brands never start. Another reason is that a blog is often not considered premium and therefore many luxury brands choose not to operate a blog - although in our experience, this is a missed opportunity as there are many luxury brands with outstanding  blog content. Understanding your target audience is key, if your target audience is not part of a demographic that will engage in a blog or may perceive it negatively, then it’s not for you. ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"15 great ecommerce blog examples","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"If a blog is the right choice for your brand, how do you make it great? The following blogs from ecommerce brands show how a blog can be a core channel and reinforce the brand image, proposition and values. Some use blogs in quite a traditional sense whilst others take it to the next level with sub brand microsite blogs that have an identity in their own right. 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The blog content includes blog, podcast, playlists, interviews and help resources. Many of the interviews are with mental health and wellness experts and well known public figures. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Mad Happy refers to The Local Optimist as ‘an accessible resource for people who are looking to explore and learn more about their own mental health’ and it really delivers on this. The blog is genuinely useful and contributes whole heartedly to this mission without selling back to the brand in an obvious way. The Mad Happy brand and Local Optimist blog are so aligned in their mission that this really works for them. They create genuine impact on their users’ lives which in turn creates loyalty with the brand. 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Popping out to the local DIY store won’t cut it when you could have the premium experience of browsing the Lick website for thousands of paint colours, styles and finishes. The brand has a really clear identity and has honed in on a millennial audience. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The Lick blog is cleverly referred to as ‘Magazine’ in the website's main navigation which reinforces the aspirational editorial vibe that the brand is creating. The blog is packed with editorial style articles with many ‘How to . . .’, ‘The Best . . .’, ‘Top 5 . . .’ which curate content around all things home decor. The content is well thought out, useful and inspirational and really hits the mark for Lick’s target audience.  The volume and breadth of home-focused content on the Lick blog is applaudable, they’re carving out a very defined and visible brand in a crowded space. 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Their mission is to ‘inspire movement and improve customers’ lives through fitness’. The brand is focussed on curating products, creating content and building a community around this core purpose. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://thesportsedit.com/pages/the-editorial"},"content":[{"nodeType":"text","value":"The Editorial blog","marks":[],"data":{}}]},{"nodeType":"text","value":" is packed with content on health and wellness, nutrition and sustainability. This blog is a good example of an ecommerce brand with search at the core of its blog, targeting demand via search volume. The content is strategic in terms of search benefit but is well thought out, well executed and stays true to the brand identity and purpose. 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Their mission is focussed around creating a happy and healthy life through moving your body and having fun with friends. People and planet and the centre of what they do. The blog reflects this focussing on a number of personal, social, recreational and environmental topics and has a laid back editorial feel. 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","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Remarketing campaigns are far less intrusive than other ad types, as customers are familiar with your brand. You are likely to see impressive ROAS and CPA metrics when taking full advantage of remarketing ad types.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What types of remarketing ads can you run? How do you identify who to target and who to exclude in your remarketing campaigns?","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Remarketing Events","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The key part of any remarketing campaign is to determine which events you’ll be targeting, and how long you want each event to stay in the campaign for.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The core events to look at for ecommerce remarketing are:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Web visits","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" - simply put, this event fires any time someone visits the website.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"View content ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"- this is set to fire when an important page is visited - usually a product page view. The ratio of web visits to view content can be surprisingly low.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Adds to cart ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"- does what it says on the tin.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Purchases","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" - as above.","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"One common concern when looking at these audiences is that they seem far smaller than what you see on Google Analytics. This is usually due to a combination of Facebook audiences showing ","marks":[],"data":{}},{"nodeType":"text","value":"users","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" rather than total events (e.g. number of people who have added to cart, not total add to cart events), and also due to the challenge of matching each session to a Facebook account - if someone isn’t logged in, they can’t be matched. The iOS 14 update also complicates this. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"There are many other events you can look to target, such as adding payment details, beginning checkout or use of the site search function - but the main thing to consider is intent vs volume.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Retention Lengths","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"When building Facebook audiences you’re asked to specify an event and the retention length (how long after the event someone will be included in that audience). ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As mentioned above, the key consideration here is intent vs volume. A low intent event (such as a web visit) isn’t one that you should utilise with a long retention length, as there’s not much point assigning budget to hound someone with an ad if they haven’t expressed anything more than a passing interest in your brand.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For the example events above, we’d suggest a starting point could be 7 days for web visits, 14 days for view content and 30 days for add to cart. This should give the system a nice mix of a longer retention length for those who have already found a product they like enough to add to their basket, while also providing an opportunity to nudge those who have recently shown a lower level of interest in the right direction.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"However, it’s worthwhile to trial different audience structures. On websites with high enough traffic volumes, you may be able to utilise 3-day, or even 1-day add to cart audiences. Frequency (how many times a user sees the same ad) will be a thing to watch for here, as although those potential customers who added to basket in the past day are among your most likely to convert, showing them too many ads may be off putting.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"One important thing to remember is to exclude any remarketing lists you’re using for any prospecting activity. This ensures that people aren’t shown multiple campaigns at once (which results in inefficiencies), as well as giving you peace of mind that prospecting budgets are actually being spent on brand introduction rather than those who have recently interacted with your business.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Types of Remarketing Campaigns","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"There are many campaign types that you can use to retarget those who have visited your website, but the most important are usually ","marks":[],"data":{}},{"nodeType":"text","value":"DPA campaigns","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" (Dynamic Product Ads), and ‘","marks":[],"data":{}},{"nodeType":"text","value":"Conversion","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"’ campaigns optimising towards sales, that we’ll refer to simply as ","marks":[],"data":{}},{"nodeType":"text","value":"RMKT campaigns","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":". Both run alongside each other in most accounts, with budget allocation dictated by performance, but as DPA campaigns require a bit more data to target people, they can often have slightly lower spend ceilings.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"DPA Campaigns","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"DPA campaigns are dynamic because they monitor on site behaviour, and serve an ad that’s composed of a product carousel, with the first tile populated by a product the user has visited, and the subsequent tiles populated by similar products. To do this, Facebook links activity tracked by the pixel with the product feed (stored in catalogue manager), using machine learning to test the best products to show a user to tempt them back to the website. DPA campaigns usually have a great CTR and ROAS, as they’re able to show the specific product that a user was considering buying, and have far fewer creative inputs as so much is dynamic.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"RMKT Campaigns","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"RMKT campaigns serve standard ad types, primarily consisting of single images, carousels and videos. The creative used should be more product centric rather than top of funnel/prospecting content, as you can assume the user has more knowledge of the brand given that they’ve visited your page. Users can sit within a RMKT campaign for a number of weeks depending on how you have your audience structure set, so ensure you have 3-5 ads in rotation, and regularly prune and refresh these assets.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Remarketing Messaging","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As with everything, testing is key when determining the best messaging to show your audience but, in general, messaging at the lower stages of the funnel should be focussed on chipping away at any reasons not to buy. These include:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Highlighting free shipping","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Highlighting returns policies","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Showcasing social proof, such as reviews","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Product centric creative with more info","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Example: P448","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://uk.p448.com/"},"content":[{"nodeType":"text","value":"https://uk.p448.com/","marks":[],"data":{}}]},{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"embedded-asset-block","data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"64CTMVrievJ2K7pujmp1DE","type":"Asset","createdAt":"2022-10-04T11:14:21.718Z","updatedAt":"2022-10-04T11:14:21.718Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"p448","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/64CTMVrievJ2K7pujmp1DE/4b84047edff876273efc95cb48416e5f/p448.gif","details":{"size":5495805,"image":{"width":600,"height":847}},"fileName":"p448.gif","contentType":"image/gif"}}}},"content":[]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Retention / Existing Customer Campaigns","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"One thing we’ve not yet covered is where existing customers fit into remarketing strategy. Some businesses decide that they’re happy with their existing customers being included in the BAU campaign structure without exclusions, but best practice is to at least exclude those who have purchased recently enough that a second purchase is unlikely. This timeframe will vary for each client - large, luxury purchases are likely to be less frequent, whereas FMCG may only need exclusions for a week or two. Your CRM data will help paint a picture of what the repeat purchasing timelines look like.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"If you decide to isolate your retention audience, it can be a well positioned way to inform your existing customers of new products, as well as giving you the option of targeting those who have stopped engaging with your CRM campaigns.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Performance targets are usually a bit higher for existing customer campaigns however, as although they can produce strong ROAS numbers, they don’t come with the benefit of adding to your customer base or introducing new people to your brand. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Simply where new customer acquisition is such a focus for our clients and within performance marketing generally; we would run social activity in the below tiers:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"New customer acquisition would encompass pure prospecting audiences. Exclusions are in place for anyone who has visited the site or is present in the CRM database.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The second group here is remarketing to first time customers. This be your normal remarketing activity targeting those who have visited your page, but excluding previous buyers. 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With the ecommerce industry now all over the future of TikTok, the main focus is now what can advertisers do to monetise this platform and use it to their advantage?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How Is TikTok Used by Consumers and Brands?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Unlike other social media channels, like Instagram or Facebook, TikTok content isn’t about a perfectly curated feed, nor is it best for brands to portray their own unique look, but rather to fit to the trends and what's popular on TikTok at the time. Authenticity on social media has grown in importance, and the content that does well is not super edited and polished. Rather, it is genuine and organic.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"4 Tips for Successful Ecommerce Campaigns on TikTok","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"TikTok advertising offers multiple types of ads, from hashtag challenges to spark ads. Several brands have utilised techniques like TikTok challenges and contests to get users to generate brand-related content. Brands are also leveraging hashtags, in similar ways to other social media platforms to gain brand recognition and promote their marketing campaigns. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What are the steps to a good marketing campaign on TikTok? ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Leverage the Algorithm","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"As a brand, it is critical to figure out how to get as many people as possible to see your ad. TikTok will push your video to a niche target audience, and depending on how that audience reacts to your video (in terms of views, likes and shares), TikTok will expand your reach to other users, and continue to do so the more you post.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Create a Community","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst ecommerce brands’ goals are often focused on customer acquisition and new purchases, this is not necessarily easy (or quick) to do on TikTok. To do so, it’s crucial to build a base of followers that are engaged with the content and are part of the online community.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Use Hashtags","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Similar to other platforms, hashtags are essential for getting your content out to the correct niche, and expanding your reach massively. Branded hashtag challenges are one of the most popular in generating engagement. A three to six day campaign can be built and reinforced with user-generated content on the hashtag challenge page, if the correct hashtags are used. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"4) Jump on Trends Quickly","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Trends on TikTok are constantly changing, and it's critical to jump on the trends as quickly as possible. For brands, organic and fresh content is what will get you to the top of the ‘for you’ page with trends. Unlike content campaigns on other platforms that require a lot of planning, shooting and prepping for post, by the time this is all done for TikTok, the trend would be over.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Which Brands Are Successful on TikTok?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Which brands have used TikTok to leverage their brand presence and image? ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Hollister","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.tiktok.com/@hollisterco"},"content":[{"data":{},"marks":[],"value":"https://www.tiktok.com/@hollisterco","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A well thought-out campaign was designed by fashion brand Hollister as part of their ‘","nodeType":"text"},{"data":{"uri":"https://www.tiktok.com/@charlidamelio/video/6850115908678077702"},"content":[{"data":{},"marks":[],"value":"Back to School","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"’ activity. Their use of two of the biggest content creators on the app, Charlie and Dixie D’Amelio, gained them 2.5 billion views in 6 days.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Their involvement in the ‘Back To School’ jeans campaign started out with the sister creators trying on the different jeans while dancing to a popular song which quickly became a viral dance trend - this skyrocketed the brand's engagement. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Taking advantage of fellow app users getting involved with the dance trend, they turned it into a hashtag challenge, using the hashtags #MoreHappyDenimDance and #HCoContest. Using this would give creators the chance to meet the sisters in person. The contest went on to drive a massive 2.5 billion views for #MoreHappyDenimDance hashtag and 53.2 million for #HCoContest, both within six days.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Mastercard","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.tiktok.com/@mastercard"},"content":[{"data":{},"marks":[],"value":"https://www.tiktok.com/@mastercard","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another example of a brand using TikTok well includes the brand MasterCard, that leveraged the hashtag ","nodeType":"text"},{"data":{"uri":"https://www.tiktok.com/@harrietfreestyle/video/6857891956945718534"},"content":[{"data":{},"marks":[],"value":"#PricelessWave","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". They launched this to celebrate the return of the UEFA Champions League and European football after the end of the pandemic. Users on the app were encouraged to create content showing off their football skills, raising their arms in the biggest wave ever and using effects to add celebrations graphics. The campaign generated over 2.1 billion views. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Chipotle","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.tiktok.com/@chipotle"},"content":[{"data":{},"marks":[],"value":"https://www.tiktok.com/@chipotle","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"TikTok was also used by Chipotle burritos to showcase its food production, products and customers. They used the platform to announce the launch of a new product - their quesadillas. With the use of audio and ","nodeType":"text"},{"data":{"uri":"https://www.tiktok.com/@chipotle/video/6938464754033790213"},"content":[{"data":{},"marks":[],"value":"#ChipotleRoyalty","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" content with influencer David Dobrik, who promoted the products on the app as well as YouTube with his following of over 12 million. Winners had their orders featured and won $10,000. The brands following grew by 1.5 million and has 28.2 million likes.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ecommerce Integrations for TikTok","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Affiliate Links","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"In 2020, TikTok announced that three new ecommerce integrations were in development. One of these integrations were ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"affiliate links","nodeType":"text"},{"data":{},"marks":[],"value":" - when a purchase is made using the link, the creator gets a commission of the sale. These are most popular with content creators that have a high following. For example, the brand Gymshark has ‘Gymshark athletes’ that use an individual link to purchase on the website. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product Catalogues","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Secondly, now that TikTok is focusing towards monetising the platform, brands are able to ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"showcase product catalogues","nodeType":"text"},{"data":{},"marks":[],"value":" via a Shopify integration. Launching the integrations in Autumn 2021, allowing merchants to widen their presence on paid social media and reach TikTok’s 1 billion monthly users. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This also allows more than a million merchants to run promotions on TikTok without leaving the Shopify dashboard. After a test which started in the USA, Shopify has now expanded their TikTok partnership to 14 different countries. Now, UK based Shopify merchants of all sizes can access the core ad functions of TikTok. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Live Shopping","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Lastly, ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"live steam shopping videos","nodeType":"text"},{"data":{},"marks":[],"value":" with TikTok content creators has had a huge impact on monetising the app. The set up works similarly to a TV shopping channel, however this time it's created for Gen-Z. With a live streaming video ecommerce feature, viewers can purchase products promoted in videos in just a few taps.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In Summary","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As the app continues to grow and invest in new tools and integrations, video is becoming more prominent in the way ecommerce brands focus their advertising on, if TikTok remains at the top of all social networking platforms. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We may see a huge shift in content types and the way this content is presented to users. Ecommerce integrations are a key focus for TikTok, so brands and retailers (and Shopify merchants especially) should begin strategising on how to build a presence on the platform. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you need any help or advice on how to use paid social for your ecommerce brand, either ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/holly-walmesley-9a2100125/"},"content":[{"data":{},"marks":[],"value":"connect with me on LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/contact"},"content":[{"data":{},"marks":[],"value":"get in touch","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"publishedOn":"2022-08-10T08:30:57.697Z","mainImage":{"name":"tiktok-ecommerce","url":"//images.ctfassets.net/rsv5jnhanwkh/5M8kE0d3aO0poKO8B58Rqa/ebc85109ce3004d4c1eb287215e5a9e3/tiktok-ecommerce.png"},"categories":[{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"3p9cYpJ5fFu4os0W0Qrf9r","type":"Entry","createdAt":"2022-09-27T11:46:42.093Z","updatedAt":"2022-09-27T11:46:42.093Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"blogCategory"}},"locale":"en-US"},"fields":{"name":"Paid Social","title":"Paid 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Since May 24th, Video Action and App campaigns have been automatically scaling to YouTube Shorts, enabling advertisers to expand their reach to the short-form video space.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Although in the early days of testing, it’s crucial that online retailers start optimising their YouTube video content to boost their chances of ads appearing here and to ensure these ads are built to engage users in this space. Google has ambitious plans for Shorts and it’s expected to keep growing: Google announcing that, towards the end of the year, these ads are going to become more shoppable - with advertisers able to connect product feeds to these campaigns.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Background of YouTube Shorts","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"YouTube launched Shorts back in 2020, a move designed to compete with TikTok, the platform which landed its billionth user last year and is renowned as a powerhouse in the short-form video space. TikTok’s incredibly fast growth has proved a real threat to digital giants Facebook and Google, with the platform landing its billionth user in half the time taken by Facebook, YouTube or Instagram.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"TikTok’s rise has highlighted the potential of short-form video content and Google is investing in this space in order to compete. YouTube Shorts has been growing over the last few years, but brands have had little opportunity to advertise here, with Google only starting to experiment with ads in October and only now opening up the platform reach across Video Action and App campaigns.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Growth of YouTube Shorts","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"According to YouTube, Shorts now gets 30 billion views per day, which is four times more than last year. Its popularity has increased significantly since launch, so what’s facilitated this growth?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In 2021, YouTube announced its $100 million YouTube Shorts Fund, a scheme set up to reward original creator content. Depending on video viewership and engagement, every month creators are able to claim a payment from the fund, with minimum payment set to $100. In order to qualify, content has to be completely original which means creators aren’t able to simply re-upload videos they’ve created on TikTok. And YouTube is insistent on these particular guidelines - using a combination of automation and human reviewers to thoroughly monitor and make sure content is completely original.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"By incentivising content creation, and insisting on original content, YouTube has been able to quickly scale creator activity and in turn scale the platform as a competitor to TikTok.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As it introduces ads to the platform, YouTube has a significant advantage over TikTok: able to benefit from its historical suite of marketing tools which it can harness for automation, performance, and insights. Shorts is a force to be reckoned with and an exciting opportunity for online retailers as the platform continues to grow.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How Should Brands Use Video? ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There’s no doubt that, over the last few years, video has become crucial to the majority of online retailers when it comes to ecommerce and digital marketing strategies. Brands should take into consideration core trends in order to keep up in this space.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Firstly, the world is now","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":" mobile-first","nodeType":"text"},{"data":{},"marks":[],"value":" and mobile optimisation is therefore key. Websites and content need to be mobile-friendly in order to ensure a slick user-experience and keep audiences engaged. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Secondly, ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"short videos","nodeType":"text"},{"data":{},"marks":[],"value":" have taken over - entering the mainstream through Vine in 2012 and growing exponentially since TikTok’s entrance in 2016, with other platforms jumping on the trend (Instagram Reels, Pinterest Watch tab, Snapchat Spotlight, YouTube Shorts).","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Thirdly, an appetite for ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"live streaming","nodeType":"text"},{"data":{},"marks":[],"value":" has come out of the pandemic, with a desire to connect leading to an emergence of immersive experiences designed to engage with people in real-time where physical distance kept people apart.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"YouTube Shorts taps into all of these emerging trends and is a great opportunity for advertisers wanting to engage a new audience and acquire new customers. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How Advertisers Can Start Using YouTube Shorts","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you’re an advertiser interested in YouTube Shorts, you can start showing your content on the platform now. In order to do this, you’ll need to create a Video Action or App Campaign within Google Ads as these are now automatically upgrading to YouTube Shorts.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are few things to bear in mind when it comes to content creation:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Length ","nodeType":"text"},{"data":{},"marks":[],"value":"- make sure your video is between 10-60 seconds long - this differs from TikTok where videos can be as long as three minutes.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Size","nodeType":"text"},{"data":{},"marks":[],"value":" - create your videos with an aspect ratio of 9:16 to ensure a vertical sizing for mobile devices. You might get away with creating a square video but opt for vertical if you want to avoid the unattractive bars at the top and bottom of the frame. Anything wider than a square won’t show on Shorts.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Special Features","nodeType":"text"},{"data":{},"marks":[],"value":" - take advantage of YouTube’s editing features to make your content more engaging. These include: speed manipulation (slowing down/speeding up), effects (filters, lighting, green screen), captions, sounds (browse trending songs, genres, or use the search bar). ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"User Generated Content ","nodeType":"text"},{"data":{},"marks":[],"value":"- as ads are new to Shorts, try to make your content as UGC-styled as possible so that it blends in with the platform","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"In Conclusion","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"So what are the key takeaways when considering YouTube Shorts?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"It’s time advertisers engaged in short-form content. TikTok’s rise has highlighted the success of this type of content.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"YouTube Shorts is getting big and advertisers should start taking advantage of this space - the platform now receives 30 billion views per day, which is four times more than last year.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Successful ads need to be crafted with UGC in mind, in order to blend in with the platform and keep users engaged.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you need any help with your YouTube campaigns and want to discuss your strategy with our team, feel free to get in touch at 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With this in mind we’ve been working with these clients to apply a fix, which is detailed below. Although we’re largely focusing on Shopify or Shopify Plus, most of the same principles should apply to other core platforms. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The solution we’ll cover is a two-pronged fix, the first being the data feed tool in use, which has to be Global-e compatible, as well as the frontend and how Google will be reading the data on your product detail pages - especially with regards to pricing. You can also pull pricing out of Global-e’s API, but it’s much easier if you’re using a feed solution that’s pre-integrated. It’s imperative that the price figure in your feed matches what Google is seeing on the front-end. If not, the product will likely be disapproved due to a ‘mismatch’. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Feed Solutions","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) FeedOptimise (","nodeType":"text"},{"data":{"uri":"https://www.feedoptimise.com/"},"content":[{"data":{},"marks":[],"value":"feedoptimise.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":")","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is our preferred tool to solve any Global-e related issues. FeedOptimise allows you to connect your Global-e account to your feeds directly from the UI. You can generate as many feeds as you require, e.g. a feed per country / region / currency. You can then choose your preferred currency and append to the feed you’re running paid activity on.\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Multiple Google Shopping feeds (","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/multiple-google-shopping-feeds"},"content":[{"data":{},"marks":[],"value":"Shopify App","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":")","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is another solution that has functionality to support Global-e pricing, similarly to FeedOptimise, it simply requires you to input your Global-e API keys and subsequently you will be able to pull those prices into your feed. This isn’t a solution we have used on any particular client but worth keeping in mind for a slightly cheaper but less advanced fix. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Shoptimised (","nodeType":"text"},{"data":{"uri":"https://www.shoptimised.com/"},"content":[{"data":{},"marks":[],"value":"shoptimised.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":")","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"We use Shoptimised a lot in our agency, so we need to mention this option. Although they don’t have the native Global-e integration (Global-e has only relatively recently built out the pricing API), you can download a spreadsheet and then simply pull the pricing information from there. The only issue is the real-time updating with this route, which would require a more complex solution (potentially SFTP - although this would only be needed if the prices are changing regularly).\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6dYyoltjytht5WGCh0cuAE","type":"Asset","createdAt":"2022-06-29T08:57:58.772Z","updatedAt":"2022-07-04T09:54:57.105Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":2,"locale":"en-US"},"fields":{"title":"image (1)","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6dYyoltjytht5WGCh0cuAE/902acc170df303a84b29ec0c30d600f3/stussy_multicurrency.png","details":{"size":29555,"image":{"width":728,"height":461}},"fileName":"stussy_multicurrency.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Front-end Parameters","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Irrespective of the above two tools, once you have pricing pulled into your existing feed it is critical that you also update the links within the feed so that currency and country parameters are appended to page URLs, so that Google can correctly read and index the currency and price you expect to be displayed per region. To do this, simply append the following to your URLs: ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"?glCurrency=USD&glCountry=US ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The currency portion of your URL needs to be aligned with the country - it is mandatory that you have both currency and country as parameters. A ","nodeType":"text"},{"data":{"uri":"https://www.iban.com/currency-codes"},"content":[{"data":{},"marks":[],"value":"full list of ISO codes can be found here","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Your URLs for a PDP should look like the following (despite the base currency being GBP): ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"https://www.sophieallport.com/products/sheep-pot-grab?glCurrency=EUR&glCountry=FR","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"https://www.sophieallport.com/products/sheep-pot-grab?glCurrency=USD&glCountry=US","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you have applied this rule, you can simply validate by clicking on a link to a product and the currency/price displayed should reflect what you would see if you were either in that destination country or had a VPN on. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The reason you need the parameter is because it pushes the pricing into the page, whereas otherwise it’s simply overlaid via JS based on your IP address. This is needed for Google and other search engines to see the pricing on the page as a fixed value within the schema. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The above is based on Shopify and Shopify Plus, but other platforms will likely follow the same principle.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2xTjC0uqCgTBAvUROcmExt","type":"Asset","createdAt":"2022-06-29T08:58:39.999Z","updatedAt":"2022-06-29T08:58:39.999Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"image (2)","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/2xTjC0uqCgTBAvUROcmExt/56e21f7d24096a64531cf6662c97d095/image__2_.png","details":{"size":64003,"image":{"width":973,"height":638}},"fileName":"image (2).png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"In Conclusion","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"We hope this has helped with any issues that you might be experiencing using Global-e and trying to run paid activity. It’s definitely worth doing some additional research on other feed tools as there are certainly others out there that can facilitate handling Global-e multicurrency. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have any more specific questions with other platforms or technologies, please feel free to reach out to us. If you have any questions, do not hesitate to ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/cs-jones/"},"content":[{"data":{},"marks":[],"value":"connect with me on LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/contact"},"content":[{"data":{},"marks":[],"value":"get in touch","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"publishedOn":"2022-06-29T08:18:13.096Z","mainImage":{"name":"blog post 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Considerations for Ecommerce Product Photography - Format, Style & Best Practice","slug":"ecommerce-product-photography-considerations","description":"It can be frustrating as a customer to see a brand with great promise displaying their products with poor photography and lack of communication of their product’s look and feel. No matter how great the product is, bad imagery can immediately break trust and discourage you as a customer. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"We’ll take a look at the key elements to focus on and what to look out for to create powerful imagery that can help a brand showcase their products effectively. We also asked some experts in eCommerce to share their insight into the importance that product photography plays on the performance of a brand. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Carry Out Your Own Research","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s important to do your research - whether you’re outsourcing your product photography or keeping it in-house. Finding examples of product shots that stand out to you can be used as guidance for your own photography. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/joetrippett/"},"content":[{"data":{},"marks":[],"value":"Joe Trippet","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", Creative Director at ","nodeType":"text"},{"data":{"uri":"https://byassociationonly.com/"},"content":[{"data":{},"marks":[],"value":"By Association Only","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", offered the following advice to consider when assessing the product shots that you gravitate toward.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"“Try to deconstruct them by asking yourself the following simple questions:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How is the product / model positioned?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What angle is the shot taken from?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Where is the light coming from?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Is the light natural or not?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Are the shadows soft or hard edged?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Does the shot have a seamless background or defined walls and floor?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How is the image cropped and positioned in frame?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Understanding how a shot was achieved can help you recognise what you\nwant from your imagery, and aid you in trying to recreate or deliver a brief for it. If you’re outsourcing, providing these images as reference points will give strong guidance.”","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You don’t always need to revolutionise your online store by trying something new - conducting effective research and taking inspiration from others can be key for any new photography campaigns. Product photography can be a lengthy process without a clear plan in place, so researching brands and making sure you’re prepared will help to execute your vision in a much more efficient way. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Communicate Your Brand USPs","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/olioconnor/"},"content":[{"data":{},"marks":[],"value":"Oli O’Connor","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", Co-founder at ","nodeType":"text"},{"data":{"uri":"https://madebyfield.co.uk/"},"content":[{"data":{},"marks":[],"value":"Made By Field","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", shares: “It doesn't matter how great your website is, if the product imagery is poor and doesn't communicate the quality, details and USPs of your product, you are selling yourself short.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Using a variety of product shots from different angles with cropped-in shots to articulate product detail or functionality can give customers the insight they need. An example of this can be seen with photography for clothing and footwear that pay attention to the small details like stitching, buttons and material.”","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"XqnlhGIsMasu5kb34LQHY","type":"Asset","createdAt":"2022-05-31T11:05:30.296Z","updatedAt":"2022-05-31T11:05:30.296Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"antler-product-photography","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/XqnlhGIsMasu5kb34LQHY/b9192c731f7b9175d568c1634e1bafcd/antler-product-photography.png","details":{"size":1938005,"image":{"width":2866,"height":1812}},"fileName":"antler-product-photography.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product photography needs to be treated as if it is the only way your customer may learn about your brand and your proposition. Every image needs to inform your customer and leave them feeling like they understand what is being offered to them better than before. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Multi-Sensory Photography","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The drive for immersive experiences is greater than ever, so understanding how to integrate a multi-sensory experience into your customer journey is crucial. Where possible, you should consider the way photography caters to the senses. You want to leave an impression of how your product might feel, move, weigh etc. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Brands are expected to be multi dimensional and this translates to their visual output. Customers want more from a brand than just to sell to them. They want to be told a story and to feel something from their engagement with a brand. Evoking the senses is a key way to increase brand loyalty as it forces customers to form sensory associations. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Lifestyle photography can be an excellent way to create a multi-sensory experience with added layers that spark a reaction from customers. One of the most important elements of lifestyle shots that pique interest are additional items within the shot. For example, complementary items in someone’s outfit. This can be seen in things like ‘shop the look’ which gives inspiration. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Giving customers the view of how an item would work in real life is crucial to provide the visualisation of how it would fit into their life. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"4) Variety of Images","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Images are essentially the shop window of your ecommerce brand, so ensuring that there are enough visuals to entice a customer to invest their time and money is vital. Offering a variety of images provides customers with a better grasp of the products available and the authenticity of them. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/kerrinmeek/"},"content":[{"data":{},"marks":[],"value":"Kerrin Meek","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", Head of Design at ","nodeType":"text"},{"data":{"uri":"https://wemakewebsites.com/"},"content":[{"data":{},"marks":[],"value":"We Make Websites","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", shares “most users tend to explore images first on a product page before reading additional information for a more comprehensive look. This highlights the importance of product photography and a variety of images helps to tell customers what your product is.”","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There is a sense of reliability that comes with seeing a variety of images especially when they show a product in different formats - for example, if a top is shown as a flatlay, on a model and up close detail. “It is recommended to show between 5-15 images on a product page. These can include model shots, lifestyle, cut-outs and can feature callouts”, says Kerrin. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"5) Consistency Is King","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"It is evident when a site has been considered carefully when you experience consistency across all elements. Product photography can often be overlooked and product pages are an area that can often see a lack of consistency. Ordering images in a set format can help maximise the perception by following a formula (e.g. image 1 = face on, image 2 = side view, image 3 = lifestyle). ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1GXnwPiffdWjsAY9fSQjOy","type":"Asset","createdAt":"2022-05-31T09:59:21.462Z","updatedAt":"2022-05-31T09:59:21.462Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"selfportrait-product-photography","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1GXnwPiffdWjsAY9fSQjOy/366040a8e16392b3ebf17809ace4556f/selfportrait-product-photography.png","details":{"size":1972789,"image":{"width":2866,"height":1812}},"fileName":"selfportrait-product-photography.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"No matter how premium the brand, rows of mis-matched colour images with poorly placed products and odd crops is not a good look! ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Photographic inconsistencies detract from a site’s overall visual impact. It’s worth keeping in mind that you are likely to have photography from different shoots sat next to one another - this is where a consistent style comes into play. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"6) Be Minimal","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Oli O’Connor, Co-founder at Made By Field, also suggests, “exploring a grey or off-white background can often lead to a more polished look on both the PLP and PDP as images have a natural ‘frame’, aiding alignment with other page elements. This is more of a design consideration but more often than not will yield better visual results.”","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6DuBNWKgTWxgrqI9UVyGOm","type":"Asset","createdAt":"2022-05-31T09:39:41.669Z","updatedAt":"2022-05-31T10:00:46.762Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":2,"locale":"en-US"},"fields":{"title":"pangaia product photography","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6DuBNWKgTWxgrqI9UVyGOm/2d117fb40fdf108cb2634d6ae8ca0f51/pangaia-product-photography.png","details":{"size":813358,"image":{"width":2866,"height":1812}},"fileName":"pangaia-product-photography.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s also worth noting that you should refrain from adding any text and annotation to your images - this can ruin your site’s accessibility and can often make your images look cheap and off-brand. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"7) Upload the Right Formats","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ensure that all images are uploaded in the correct quality and compressions, balancing between good image detail and file size to minimise the impact on page load speed. You want to create an easy user experience and maintaining site speed allows for this. \nOnly upload the hi-res images used for product zoom when they are required, to be mindful of page load speed. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Importance of Quality Photography","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Overall, it is vital to understand the importance of product photography and the role that it plays as a marketing tool. Ensuring that time has been dedicated to creating strong imagery that communicates the benefits and the experience of the product is essential. Getting your photography right can mean the difference between an abandoned cart and a conversion.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Key Takeaways","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Take the time to understand what you are trying to achieve and how you are going to achieve it, before shooting.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Keep the customer in mind with every shot - think about how the image will make them feel and what it will tell them.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Ensure that the customer journey is considered when you upload images to your site, creating ease through consistency and simplicity. 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","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"For this reason, utilising post-purchase surveys can be a key tactic in an ecommerce strategy but is commonly an underused tool. Done well, they can offer valuable insight from customers that we know have brand affinity. These customers are far more likely to leave  considered feedback and are ultimately more likely to care about improvements being actioned.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Here I run through some of the areas of insight we usually target with post-purchase survey questions - what we ask and the insights we’d expect to see off the back of it. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Finding Bugs","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Having worked through a large number of replatforming or rebuild projects, delivering a granular UAT process pre-launch is hugely important. But even when investing solid days and weeks of effort thoroughly testing a new site, someone somewhere will run into an issue at some point after site launch.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For this reason, one of my favourite use cases for post-purchase surveys (and potentially the best ROI you will make) is using the first 2-6 weeks of a launch to ask questions around bugs or friction in the buying journey that the customer may have encountered. You can always rely on people to find something obscure that would otherwise have gone unnoticed - or if you’ve a theory of why there might be an issue, it’s a great opportunity to validate. A couple of good examples would be:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Were there any barriers or obstacles during your experience that prevented you from purchasing everything that you wanted/needed today?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"We have recently re-launched this website, did you experience any bugs or issues when shopping with us?  ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customer Satisfaction","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Getting a snapshot of customer satisfaction every time someone places an order is fairly simple and probably the most obvious use case. But there is a huge benefit in capturing this data day-to-day and reviewing on a weekly and monthly basis. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product reviews are commonplace across ecommerce sites. Reviews are great trust signals to customers, but are often submitted on the back of an extreme emotion - whether positive or negative. They serve a great purpose as a testimonial, however for a brand looking to gain objective insight which they can use for incremental improvement, the right post-purchase survey is the right tool. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This can be a really broad strategy, because on top of initial satisfaction we can dig quite deep into the experience that the customer had onsite and across their buying journey. You can tailor questions based on where they landed, the path to purchase, time spent onsite, products ordered etc.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A couple of ways we would usually position this is:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"On a scale of 1 to 10, how would you rate your online shopping experience today?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"On a scale of 1-10, how easy was it to navigate our website and find the right product?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Was there any additional product information you would have liked to see in order to help inform your purchase decision?   ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"On a scale of 1-10, how easy was it for you to complete your purchase?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Were you able to complete your purchase using your preferred payment method? If not, which payment method would have been more preferable for you?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Was there anything you particularly liked/disliked about your shopping experience today?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Attribution","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Attribution and acquisition feedback is the one on the list which we’ve found most interesting. Acquisition data is never completely accurate, and the method of determining attribution needs to be agreed so that there is at least a consistent set of figures to benchmark against. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"DaZDLXhdoXriIe3nqSqu0","type":"Asset","createdAt":"2022-05-20T11:15:22.216Z","updatedAt":"2022-05-20T11:15:22.216Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"attribution","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/DaZDLXhdoXriIe3nqSqu0/1c707409ac6044bd04af09bf3fe4248c/attribution.png","details":{"size":36659,"image":{"width":1538,"height":326}},"fileName":"attribution.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Each different marketing channel, and different pixel, aim to claim as much of the attribution as possible. Asking the customer in a clean and simple way after they’ve placed an order, even at a ~50% completion rate can be extrapolated to give a clear impression of where they were obtained. This snapshot can also give an indication of which channels are leading to the highest AOV and ultimately which customers are the most valuable to you.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"First Party Data","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The quest to gather quality first party data is the holy grail for most brands, needed in order to improve the intelligence behind CRM and remarketing strategies. The use of a post-purchase survey can be another good tactic to gain really interesting and actionable data here. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some examples of how we have seen this used in interesting ways would be:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Dynamic questions triggered only if the order was flagged as being a gift or gift wrapped - “Who are you purchasing this gift for today” , “What occasion are you purchasing for today?”.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If the order had come via a configurator - “Were you satisfied with the extent to which you could personalise X product today?”","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"For brands that sell in retail or wholesale, we could start learning “Have you purchased the brand from other sellers previously?” and potentially giving multi select options to understand the specifics.    ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some Final Learnings","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"I’ve covered a lot of the common use cases for the post purchase surveys above, but while helping deploy successfully for a number of brands these are the key learnings in how to execute most effectively:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Considered questions","nodeType":"text"},{"data":{},"marks":[],"value":" - For maximum engagement without drop off, aim for 2-4 really considered questions to best capture all the information you are aiming for.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Try multiple question types","nodeType":"text"},{"data":{},"marks":[],"value":" - Either aim for broader open-ended questions for detail, or be really specific with the question and use set options for the possible answers. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Dynamic, personalised questions","nodeType":"text"},{"data":{},"marks":[],"value":" - Use dynamic questions to tailor the survey to the person or order they have placed based on what they’ve purchased, what device they’ve used, their loyalty to the brand, their payment methods etc.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Offer incentives","nodeType":"text"},{"data":{},"marks":[],"value":" - To increase the completion rates, consider offering an incentive.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Action any feedback","nodeType":"text"},{"data":{},"marks":[],"value":" - Make sure you have a process for reviewing and actioning the feedback!","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"To summarise, I'm a big fan of using post-purchase surveys and think it’s as close to a no-brainer as you can get across any store. Hopefully the above is a good set of actionable takeaways which can be used and built upon to good effect. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We’re always keen to hear any other good use cases that we’ve not covered, and for anyone using Shopify, we have launched ","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/vervaunt-labs-surveys"},"content":[{"data":{},"marks":[],"value":"Census","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" - our own post-purchase survey app which we think is the best way to implement surveys after checkout.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Feel free to drop me any questions at ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"liam@vervaunt.com","nodeType":"text"},{"data":{},"marks":[],"value":" about getting up and running most effectively with our app, or if you have any questions about acquiring more customer 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This blog post has a specific focus on China with a more in-depth analysis and guidelines for offering Asian payment methods on a Shopify store.\n","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"As of 2020, it’s estimated that ","nodeType":"text"},{"data":{"uri":"https://www.paymentscardsandmobile.com/unionpay-accounts-for-45-of-global-cards-spending-visa-still-on-top/"},"content":[{"data":{},"marks":[],"value":"UnionPay accounts for 45% of global card spending","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" (second to Visa), whilst Tencent’s WeChat Pay has ","nodeType":"text"},{"data":{"uri":"https://www.bcg.com/publications/2020/southeast-asian-consumers-digital-payment-revolutions"},"content":[{"data":{},"marks":[],"value":"an estimated 900 million monthly users","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" with AliPay sitting at approximately ","nodeType":"text"},{"data":{"uri":"https://www.bcg.com/publications/2020/southeast-asian-consumers-digital-payment-revolutions"},"content":[{"data":{},"marks":[],"value":"600 million monthly users","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". For online merchants, not being able to offer a payment method such as these could certainly be make or break  for your conversion rate and could lead to your store missing out on international customers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Transacting via AliPay and WeChat Pay is as easy as using your Apple or Google Wallet when purchasing a product, so it can easily transform your online checkout experience.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"'The Chinese Firewall'","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As a growing number of merchants look to China for expansion, you may be aware of the recent partnership between Shopify and JD.com (one of China’s leading online marketplaces) - making it easier to sell directly to China via a Shopify sales channel. Whilst this is now an accessible means of going DTC in China, it’s still possible to sell direct via Shopify - despite China firewall restrictions. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"rt6Hue69QP0HYjl7sXXLd","type":"Asset","createdAt":"2022-05-03T12:26:54.082Z","updatedAt":"2022-05-03T12:26:54.082Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"china-payments","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/rt6Hue69QP0HYjl7sXXLd/945835e8f172b73ba1895f70610de88a/china-payments.png","details":{"size":104274,"image":{"width":1226,"height":1256}},"fileName":"china-payments.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Typically, the Chinese firewall results in increased loading times on sites (due to Shopify CDN locations) meaning performance can take a hit, especially if your tech stack contains blocked technologies incompatible with China (for example, a cookie policy). This is where optimising for China is of increasing importance and offering localised payment methods is a great way to get started.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopify Integrations","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"A direct integration with Shopify for China-based payment methods is possible, though this entirely depends on the origin of your Shopify store and banking entity location. More information for ","nodeType":"text"},{"data":{"uri":"https://www.shopify.co.uk/payment-gateways"},"content":[{"data":{},"marks":[],"value":"your region can be found here via Shopify","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For example, a Japan based Shopify store can offer AliPay though this requires an AliPay merchant account. If you aren’t eligible for the above, this is where a third party payment gateway is the most viable option.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are several options available with regards to offering this, some of which require an application to each payment vendor directly (although bear in mind that this takes time and may require a native speaker to assist with getting set up). Alternatively, there are also simplified options which require one application to offer the above - though at a slightly greater cost in terms of a higher transaction fee.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"NihaoPay","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.nihaopay.com/"},"content":[{"data":{},"marks":[],"value":"NihaoPay","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" is a third-party Shopify payment gateway. This allows customers to transact in Asian-based payment options including: UnionPay, WeChat Pay, AliPay, Kakao Pay and more. NihaoPay is both easy to use and integrate - requiring a single application in order to offer a multitude of payment methods.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The base fee for NihaoPay is 2.6% per transaction with a smaller fee on withdrawals via bank transfer for all sales. The main benefit of using NihaoPay is that you are not required to register as a merchant for each gateway. What we really like about NihaoPay is that refunds can be handled through the Shopify admin, typical of how refunds and cancellations are handled are any order. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"reMRh22rxh4eRe9TZ8ctm","type":"Asset","createdAt":"2022-05-03T12:27:17.812Z","updatedAt":"2022-05-03T12:27:17.812Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"self-portrait","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/reMRh22rxh4eRe9TZ8ctm/c4c73f8d22b751ea9fe111faf8bd62bd/self-portrait.png","details":{"size":115419,"image":{"width":1600,"height":735}},"fileName":"self-portrait.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you wish to view a store currently offering NihaoPay, we recommend having a look at ","nodeType":"text"},{"data":{"uri":"http://self-portrait.com/"},"content":[{"data":{},"marks":[],"value":"self-portrait’s new Shopify store","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"China Payments","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Like NihaoPay, ","nodeType":"text"},{"data":{"uri":"https://www.china-payments.com/"},"content":[{"data":{},"marks":[],"value":"China Payments","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" offers access to AliPay, WeChat Pay and Union Pay at a monthly cost of $79 per month, per payment method. Whilst China Payments charge no fee directly, you’ll be liable for paying transaction fees based on each gateway (typically around 2%). ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Unlike NihaoPay, deploying the aforementioned on your store requires a merchant application for each respective gateway. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Citcon","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://citcon.com/"},"content":[{"data":{},"marks":[],"value":"Citcon","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" is a ","nodeType":"text"},{"data":{"uri":"https://www.shopify.com/payment-gateways/united-kingdom/shopify-payments"},"content":[{"data":{},"marks":[],"value":"recognised Shopify payment gateway","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" enabling merchants to offer a vast array of payment methods (including all of the above, plus popular Korean payment method Kakao and Dana in Indonesia) both online and in-store and therefore, it's favourable for multichannel retailers. One of the key separators and advantages of using Citcon is compatibility with several platforms including Magento, Shopify, Salesforce, WooCommerce and more.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Simply create a merchant account at Citcon, and configure the gateway in your Shopify dashboard with a purchased plan to get started.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Wallee ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://en.wallee.com/"},"content":[{"data":{},"marks":[],"value":"Wallee","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" generally has many parallels with Citcon’s offering, permitting merchants to apply Asian payment methods (plus more) to online and offline retail. The main thing to bear in mind for Wallee is that it’s required to have a business entity in one of the following: Austria, Belgium, Germany, Liechtenstein, Luxembourg, Netherlands and Switzerland. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Stripe ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As a general note, third parties aside, it is worth noting that China Union Pay can be accepted by Stripe, depending on your region and agreement with these providers. If you currently have either it is definitely worth exploring your options here.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Eximbay","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst this example is not particularly relevant for Western based merchants, ","nodeType":"text"},{"data":{"uri":"http://eximbay.com"},"content":[{"data":{},"marks":[],"value":"Eximbay ","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"enables merchants with a Korean business entity to reach global markets with an abundance of payment methods, including all of the above that have been mentioned plus more. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Summary","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you’re a merchant with stable traffic from China (particularly if you’re seeing a low conversion rate), we would recommend considering one of the above solutions to broaden your existing payment offering. Whilst they’re all relatively similar in terms of offering, it’s definitely worth considering financially what’s the best in the long run, especially when evaluating upfront fee vs a % rate per transaction. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you need any help with getting started using China payments and want to discuss further with our team, feel free to ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/cs-jones/"},"content":[{"data":{},"marks":[],"value":"contact me directly on LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or get in touch at hi@vervaunt.com ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"publishedOn":"2022-05-03T12:13:46.522Z","mainImage":{"name":"blog post 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Why we like the site","nodeType":"text"}],"nodeType":"heading-5"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ouai is another Shopify store that has a unique and fresh site design whilst remaining highly functional from a UX perspective. Less traditional features such as the left-aligned meganav, search and customer log-in placement on desktop, as well as the flipped sticky header that appears on the bottom of the screen on mobile are executed well. Similarly, the push-cart also appears on the left side of the screen for desktop and mobile; an approach not often taken but that works well here.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"PDPs are particularly strong in terms of content, interactive elements and animations as the user progresses down the page. 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another great feature is the ","nodeType":"text"},{"data":{"uri":"https://uk.theinkeylist.com/?utm_source=google&utm_medium=cpc&utm_campaign=evergreen_uk&gclid=CjwKCAjwo8-SBhAlEiwAopc9WwUfzngsnoGGuQ0nMV8WHY9i6aLc6MDU1F2axkh_Yia1K0bRB7IErRoCkLAQAvD_BwE"},"content":[{"data":{},"marks":[],"value":"‘Recipe Builder’","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" for both skin and hair care products - a 5 step quiz that initially creates a ‘Starter Recipe’ bundle with dedicated products to start your journey. Users who create an online profile then have access to their own skin coach, skincare tracking and personalised recommendations via the ‘My INKEY’ dashboard. 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This is a great way to encourage repeat purchase and build a loyal customer community. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\nTrinny London","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://trinnylondon.com/uk/"},"content":[{"data":{},"marks":[],"value":"https://trinnylondon.com/uk/","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5HYXpXOEtVXax6etkG8b0L","type":"Asset","createdAt":"2022-04-25T14:23:38.766Z","updatedAt":"2022-04-25T14:23:38.766Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"trinny-london","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5HYXpXOEtVXax6etkG8b0L/08d3a54e277dea79ba5ace8300ddc134/trinny-london.png","details":{"size":622230,"image":{"width":1600,"height":892}},"fileName":"trinny-london.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"The brand","nodeType":"text"}],"nodeType":"heading-5"},{"data":{},"content":[{"data":{},"marks":[],"value":"Founded in 2017, Trinny London is one of the highest growth direct to consumer start-ups in Europe. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Why we like the site","nodeType":"text"}],"nodeType":"heading-5"},{"data":{},"content":[{"data":{},"marks":[],"value":"The brand proposition is clear throughout the site - simplified skincare and make-up that focuses on quality ingredients for skin of all ages, with “Rethink your routine” being the core message. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We particularly like how bundling is handled on the ","nodeType":"text"},{"data":{"uri":"https://trinnylondon.com/ca/stacks-sets"},"content":[{"data":{},"marks":[],"value":"‘Stacks & sets’","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" PLP and PDPs, from messaging around pricing to the shade selector for makeup items. Overall, PLPs such as ‘Skincare’ are well structured and visually engaging. 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An important and noteworthy part of the site is the ‘Trinny Tribe’ - a huge community of brand advocates that has access to exclusive content such as live events, discussion forums and advice from founder Trinny Woodall. There are currently over 70 thousand members across the world, accessed via a private Facebook page for each region. 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Why we like the site","nodeType":"text"}],"nodeType":"heading-5"},{"data":{},"content":[{"data":{},"marks":[],"value":"The brand identity and values are super clear from the onset, communicated  through tone of voice, imagery and colour palette. This is true for the women’s, men’s and kids collections which can be easily toggled in the site header. We like how the roll-over imagery on PLPs showcases a mixture of product texture, reviews or GIFs, whilst PDPs are highly engaging and informative with a mixture of iconography, video content and imagery to highlight product benefits, ingredients and ‘how-to-guides’. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Launching Paid Media In New Territories - Considerations, Common Issues & Top Tips","slug":"launching-paid-media-in-new-territories","description":"With the acceleration of DTC eCommerce during and after the pandemic, retailers have seen huge growth in online revenues from core markets - with many seeing major opportunities in looking across borders and growing into international markets. Entering new markets is never easy, however. \n","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What should you prepare? What are the quick wins? What are the common issues faced when expanding overseas?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Pre-Launch Checklist - Are Your Sites and Operations Ready for Internationalisation?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Before driving international traffic, it is important to ensure that your site is ready to service users in the targeted regions and gives international users a positive customer experience. The key factors that should be considered are explored below and once these have been considered, you can certainly begin to acquire paid traffic. \n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Site Localisation and Merchandising","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Content for international users should be carefully considered to ensure that it is as relevant as possible. Depending on the countries you are looking to expand to, this could range from linguistic differences to different seasonal trends, promotions and bestsellers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For example, Singles Day and Thanksgiving are not promotions you would want to run across all regions, but it would significantly impact performance if competitors engage in these promotions and you don’t.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another example would be merchandising best sellers or seasonal products. For fashion brands, it is important to take into consideration seasonality of products and how this varies around the globe. In Australia, AW and SS collections will likely need to be timed differently throughout the year. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Specific promotional calendars for different regions are also important to consider, with local sites needing to be merchandised towards regional dates in the calendar.  Examples include Three Kings Day in Spain, Ramadan in MENA, and Click Frenzy in Australia.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Payments","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Preferred payment methods can vary from country to country, making it very important to ensure that users can pay the way they want to. Resources such as ","nodeType":"text"},{"data":{"uri":"https://epayments.developer-ingenico.com/payment-methods/view-by-country/"},"content":[{"data":{},"marks":[],"value":"ePayments","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" can help research which payment methods are important to offer for the new countries you are looking to target. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You should also consider how important it is to offer the primary payment methods, for example, not offering cash on delivery in the UAE is a much bigger barrier than not offering iDEAL in the Netherlands where users are still relatively happy to checkout with a debit or credit card. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some common examples of international payment nuances include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"% of cash on delivery in Middle East markets","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Rakuten pay in Japan","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Klarna in Scandinavia","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Afterpay in Australia","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Delivery, Duties and Pricebooks","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Clear communication for delivery and duties costs, as well as timing, is vital for a good international user experience. Ideally avoid lengthy delivery times and surprise duties on delivery, and build these duties into the pricing of the products. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are many great examples of how this can be communicated clearly to an international user with all the pre-purchase information for duties and shipping costs clear before the checkout. ","nodeType":"text"},{"data":{"uri":"https://www.woolrich.com/gb/en/arctic-parka-with-high-collar-and-double-hood-CFWWOU0547FRUT0001_DAG.html"},"content":[{"data":{},"marks":[],"value":"Woolrich","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", ","nodeType":"text"},{"data":{"uri":"https://www.ln-cc.com/en/men/shoes/boots/alexander-mcqueen-tread-slick-boots-in-black-amq0143017blk.html?cgid=men-shoes-boots"},"content":[{"data":{},"marks":[],"value":"LN-CC","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", and ","nodeType":"text"},{"data":{"uri":"https://www.tagheuer.com/gb/en/timepieces/collections/tag-heuer-carrera/41-mm-calibre-5-automatic/WBN2013.BA0640.html"},"content":[{"data":{},"marks":[],"value":"Tag Heuer","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" all have clear information for delivery and returns on product pages, and make it clear that duties and taxes are included. Post purchase communication is also key, keeping users up to date with the location of their package and any delays should they occur. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Currencies","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Similarly to payment methods, it’s important to consider which currencies users will be happy to transact with. Some currencies such as USD and EUR open up a wide range of countries to target, whereas DKK only opens up Denmark. Looking at brand search volumes by country and session data in GA can help to prioritise which countries offer the biggest opportunities and grouping these countries by currency can show which should be a priority to add to your site. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Building a Paid Media Roadmap for New Markets","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you’ve established that your site is ready for international markets, it’s time to build a strategy for paid media and performance marketing. When building a case for international expansion through paid, there are indicators which can help guide you.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Using the Geo view on Google Analytics is extremely helpful for this. Looking back with a month-on-month, quarterly or even year-on-year view will bring opportunities to light. This can help inform which regions, countries or cities are best placed to venture first. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you have discovered this, it is worth investigating if there are any market nuances. This could come in the form of a dominant market language or countries which have multiple languages. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some territories also have unique platforms (Yandex in Russia, for example) and dominant platforms (France is the largest user of Snapchat in the EU).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"After these considerations have been evaluated, then there’s consideration about which platforms to use. At Vervaunt, we’d recommend using, as standard, Facebook and Instagram alongside Google Search and Shopping. This is typically where you’d expect to capture a large base of a new country. As mentioned above, also consider other relevant platforms such as Snapchat, Tik Tok and Pinterest.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Paid Social","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The typical social channels of Facebook and Instagram can be a fantastic way to maximise traffic and users to your site within a new market. Traffic focused campaigns often hold a far lower CPC or CPM than paid search. In some cases, like that of Snapchat and Tik Tok, CPM’s are even lower than Facebook and Instagram, and so is certainly an area to consider.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some of our recommendations for a standard paid social strategy for new markets include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"DABA (Dynamic Ads for Broad Audiences)","nodeType":"text"},{"data":{},"marks":[],"value":" - In line with Facebook’s best practice, DABA has become increasingly effective for Vervaunt. Using the Facebook catalogue, it shows an ad to a user based on similar brands they have engaged with. It typically uses a variety of products but you can also create product sets for certain colours, best sellers or sale items. This is typically a prospecting strategy and can be great for acquiring new customers in new markets.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Localised Interests","nodeType":"text"},{"data":{},"marks":[],"value":" - Although Facebook is moving towards broad delivery (no specific targeting), using interests can be helpful in new territories for being efficient with spend. Furthermore, doing your research and ensuring you are being relevant with your interests is also key. For example, in the UK, we could use John Lewis but this wouldn’t apply in the US. We can therefore ask ourselves, what’s the US equivalent?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"City Level Targeting","nodeType":"text"},{"data":{},"marks":[],"value":" - Similar to localised interests, city level targeting is another tool to be more efficient. This works particularly well in the US. Due to the size and complexity, using city level targeting helps concentrate spend to busier, metropolitan areas.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Lookalikes from Core Markets","nodeType":"text"},{"data":{},"marks":[],"value":" - By the time you come to internationalise further, your core markets will probably have solid first party data, along with web visit and engagement audience lists. Using lookalikes of core markets audiences will allow Facebook to find similar (lookalike) customers in new territories.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Dynamic Product Targeting","nodeType":"text"},{"data":{},"marks":[],"value":" - These ad types work in the opposite way to DABA. Instead of serving relevant products to new users, it serves products to those who have already viewed one on site or within the store pages. This makes sure you are maximising efficiency of spend in new markets and not losing customers who have engaged but not purchased.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Lead Generation","nodeType":"text"},{"data":{},"marks":[],"value":" - We are all seeing the impacts of iOS changes across the entire digital space and because of this, the collection of first party data is crucial. A fantastic way to achieve high lead volume, particularly in new territories, is to run competitions. The proposition can be simple, “win a free…” “sign up for a chance..”, but the results can be dramatic. We’ve found that the cost per lead can typically be below 30p and the volume of leads can reach over 1,000. This will also help feed remarketing pools.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Paid Search","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Paid search, usually across Google, is a standard strategy for presenting your products to those in a new market who are actively searching for your brand or product. Some of our recommendations for a typical search strategy include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Brand Demand and Awareness","nodeType":"text"},{"data":{},"marks":[],"value":" - Branded keywords are a nice way to initially plan and forecast your spend. Furthermore, as the impact of paid social traffic increases, there’s usually a correlation between an uplift in branded searches. Over time, it provides an indicator of scale.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Start In English ","nodeType":"text"},{"data":{},"marks":[],"value":"- Not every client has a translated site or has access to a local language speaker or translator. Running ads in English initially is a good place to start. The only area to be aware of is to ensure that language targeting settings are set to English. This means it will only target those with Google set to English.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Dynamic Search Ads","nodeType":"text"},{"data":{},"marks":[],"value":" - This format uses the URLs from a website to create specific ad copy on Google. By doing this, it creates highly tailored and product specific ads. As a result, you pick up longer tail generic search terms. This will help capture further traffic.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Value Based Bidding","nodeType":"text"},{"data":{},"marks":[],"value":" - Google’s algorithm is becoming increasingly intelligent. It has far more scope of market indicators, user intent and journey than we can possibly see in a full working day. Let Google do the heavy lifting by utilising target CPA, max conversions, impression share, target ROAS - to name a few.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopping","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Supporting your search campaigns with a shopping offering is an area which we champion, not only in new markets, but across all strategies. Supporting a search ad with the shopping carousel helps solidify a brand in the top-of-page placement. It also helps to keep competitors out of the space, creating a fuller customer experience. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you have coverage, there are a number of strategic wins you can deploy:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Best Sellers Feed ","nodeType":"text"},{"data":{},"marks":[],"value":"- Using Google analytics, you can identify the top selling products in your core markets. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Overlaying Data of Products Bought by First Time Users","nodeType":"text"},{"data":{},"marks":[],"value":" - Presenting this in your shopping feed will theoretically help convert prospects.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Use Smart Shopping ","nodeType":"text"},{"data":{},"marks":[],"value":"- Smart Shopping uses value based bidding (Google’s automation), auction level bids and customer signals to determine when to push a product to a user. It also factors in first party data (such as emails lists) to help provide a strong remarketing offering. It allows us to focus on longer term strategy and allows Google to carry out the day-to-day optimisations.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Common Issues with Paid Media Internationalisation","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Issues with Paid Social Strategies","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Underinvestment in Traffic and Brand Awareness","nodeType":"text"},{"data":{},"marks":[],"value":" - The KPIs associated with awareness and traffic can often be met with a restricted budget due to the return on investment they provide (typically minimal). In line with marketing trends, telling a brand story and investing in the top-of-funnel piece is going to be crucial, even for the core markets.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Not Localising Interests ","nodeType":"text"},{"data":{},"marks":[],"value":"- We touched upon this earlier, but time and research needs to be invested in to identify market interests, brands and demographic behaviours. It should not be a case of copy and pasting an existing country campaign into another.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Incorrect Pixel Tracking ","nodeType":"text"},{"data":{},"marks":[],"value":"- A Facebook pixel allows events (purchases, product views, add to cart) to be tracked within the Facebook Ads manager. It gives us the opportunity to optimise our social campaigns toward different objectives. However, a pixel can only be applied per domain. Often, there are issues with international domains whereby the pixel is not implemented properly or the UK pixel, for example, is being used internationally. This leads to either a lag in tracking or incorrect tracking of results.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Issues with Shopping Strategies","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Scraping Issues","nodeType":"text"},{"data":{},"marks":[],"value":" - Google can be very inconsistent from where it scrapes your site from. One instance might be India, the other could be the US. This can sometimes impact the approval of products as it sees the wrong products due to the IP it is looking from.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Mismatched Currencies","nodeType":"text"},{"data":{},"marks":[],"value":" - With new currencies come a different range of values for your products. It’s easy to duplicate a shopping campaign across and change the country targeting. However, the GBP pricing wouldn’t match an EUR store and would therefore be disapproved.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Out of Stock Products ","nodeType":"text"},{"data":{},"marks":[],"value":"- Similar to price, mapping the availability for a specific country store incorrectly can also lead to mass disapproval in the merchant centre.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Issues with Paid Search Strategies","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Overestimating Brand Awareness","nodeType":"text"},{"data":{},"marks":[],"value":" - One tricky area which many paid media specialists run into is overestimating the brand and brand awareness. When it comes to forecasting, it can be easy to assume a similar level of brand performance as your core markets. However, there needs to be considerable investment into awareness to fuel brand efficiency.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Linking to Incorrect Subdomains","nodeType":"text"},{"data":{},"marks":[],"value":" - If your site is structured across different sub-domains, ensuring that all of the keyword/ad URLs are all directed to the correct one is crucial from a user journey perspective. Sometimes this can be overlooked.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Inconsistencies with Languages ","nodeType":"text"},{"data":{},"marks":[],"value":"- Not having consistency between the language settings for your campaigns and the ad copy can lead to a negative customer journey and weaker CTR. Make sure you are targeting English ads to English user settings and local languages for localised ads.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Tips & Tricks for International Paid Media Strategies","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"What can you prioritise to make sure your new paid media markets are efficient? What are the quick wins, and tips and tricks?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Currency URL Parameter","nodeType":"text"},{"data":{},"marks":[],"value":" - depending on how your site is structured, you can force the currency by appending the URL of your shopping feed etc with ‘?currency=EUR’. This will help solve the issue of Google scraping the wrong price.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Google Partner Translations","nodeType":"text"},{"data":{},"marks":[],"value":" - This is a free service which is given to Google partners. They will translate any given English campaign to a chosen language. This can then be uploaded into Ads Editor. However, although this is free, if possible, we’d recommend using an outsourced translation service as they can be more accurate.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"UTM Targeting on Facebook ","nodeType":"text"},{"data":{},"marks":[],"value":"- The measurement of revenue for platforms such as TikTok can be difficult. However, if you correctly set your UTM tagging in place, you can use this to create a specific audience for FB. For example, the audience could be made of users who visited any web page containing ‘tiktok_cpc’. Not only will this help grow your remarketing pool, but it helps quantify (to an extent) the revenue generated from those users.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Automation (Google) ","nodeType":"text"},{"data":{},"marks":[],"value":"- This has been highlighted on a few occasions, but let Google do the heavy lifting. Although the algorithm is a bit of a black box, using the target CPA, ROAS, and Impression Share goals helps you focus on the strategy rather than manual bid adjustments.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Test and Learn ","nodeType":"text"},{"data":{},"marks":[],"value":"- Finding what works and what doesn’t across the entire user journey is fantastic for informing strategic direction. 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You shouldn’t overestimate the amount of work needed to build out a paid media strategy for a new international market, and you need to make sure your site is ready for any traffic driven by paid media.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you need any help with your internationalisation and want to discuss your strategy with our team, feel free to connect with me on LinkedIn and have a chat or get in touch at hi@vervaunt.com.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"publishedOn":"2022-03-01T12:17:58.312Z","mainImage":{"name":"blog post 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The general consensus seems to be that after reading so much about Apes and Punks, the whole thing is a bit pointless. Or worse, that the hype caused people to dabble and end up losing money. Even the most tech-savvy haven’t seemed convinced that NFTs aren’t just this year's fad that will imminently disappear. But I don’t think it is a fad, here’s why. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What Is an NFT?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In every single article around NFTs you will read that it stands for ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"Non-Fungible Tokens","nodeType":"text"},{"data":{},"marks":[],"value":". It isn’t vital to remember those words, the key part is Token. It’s a way of tokenizing a product, so that it’s got a digital logbook of ownership. Non-Fungible means it refers to a specific entity of that product. Unlike a receipt we would get with a jumper, which logs the purchase of what could be any version of that jumper ever made.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Starting with the absolute basics, NFTs can often be bundled in and confused with the likes of Bitcoin, or other cryptocurrency. This is not the case. NFTs aren’t a currency, the only similarity is that they’re both utilising blockchain technologies - but more to come on that. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"To go straight in with a football analogy - Bitcoin is the equivalent to a £, where NFTs are each of the footballers that exist in the league. The blockchain technology beneath it all is the paperwork system that each team maintains and submits to the league officials every time a player is transferred. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The NFTs or footballers, each belong to specific owners bound by a unique contract to them. All have a value, which can fluctuate based on demand, previous owners, reputation, market conditions, similar transactions etc. They can be sold at any time for a value that the buyer and seller both accept, or could be traded without any currency being involved if the conditions suit both buyer and seller. Lastly, they could just be held under contract by the owner. Importantly these contracts could potentially include any sort of clause, which may benefit the player, owner or a previous owner. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Underlying Technology","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As touched on, the hype around NFTs is because they are built on blockchains. The specific underlying technology can vary - most commonly Ethereum is used but can also be one of the less established platforms such as Solana or Polkadot. The blockchain that the NFT exists on can impact the value, and also impacts things like effort and fees to buy and sell. So much like beginning any development project, selecting the technology underpinning it is a key consideration. This process is commonly referred to as Minting.   ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"When the NFT exists, it can then be bought, sold and transferred on a range of different platforms - including ","nodeType":"text"},{"data":{"uri":"https://www.shopify.com/nft"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"being sold on Shopify stores now","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". To some extent this minting process can also be handled directly on Shopify. Although you do need a Shopify Plus subscription in order to use any of this functionality.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Why the Excitement around NFTs & Smart Contracts?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There is a lot of excitement that has built around the usage and potential of NFTs. But it's very much still a technology in its infancy, and we have seen other concepts have a lot of hype without yet becoming revolutionary (such as QR or anything requiring a headset). So why such excitement, these are some of the key points:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Each product being tokenised and unique opens up the potential for a lot of new things. It allows for an official digital ownership. A full service history is absolutely critical when buying a car, and the blockchain technology could allow that idea of a logbook to become commonplace digitally for any product.  ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Official transfer of ownership each time a product exchanges hands will update that logbook, so we can see how many owners, who has owned, and what has the value historically been.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Each token may have a Smart Contract tethered with it. This means the creator can insert clauses into the ownership, which could range from perks and rewards for the owner - to transaction fees or commission from each sale when ownership is transferred. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"These points combined can lead to the ultimate trust signals to both customer and merchant when it comes to commerce. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Examples Already Impacting eCommerce","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Until recent weeks and months, you would likely have only seen discussion around NFTs on Twitter, Reddit or Discord and all of that discussion would have been around things like CryptoPunks, Bored Apes or CoolCats. Or a lot of noise around Gary Vaynerchuk’s VeeFriends. These would have been discovered and transacted on Opensea, the most commonly used NFT marketplace. Point being, until very recently (and still remains, just to a lesser extent) NFTs have been niche and haven’t offered any real world value to their existence. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However this has now started to creep into more mainstream channels, and the technology is starting to be positioned in a way that can offer real benefits to more of a mass audience. Here’s some of the examples I’ve noticed or been most interested in:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Chicago Bulls Limited Edition Rings ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"URL: ","nodeType":"text"},{"data":{"uri":"https://www.nba.com/bulls/nft "},"content":[{"data":{},"marks":[],"value":"https://www.nba.com/bulls/nft ","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"29x2HHHWf6WrRs2mR4YN05","type":"Asset","createdAt":"2021-12-22T16:25:13.295Z","updatedAt":"2021-12-22T16:25:13.295Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"chicago-bulls-nft","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/29x2HHHWf6WrRs2mR4YN05/7741a4595090fad54994ed4b73b8e270/chicago-bulls-nft.png","details":{"size":1147756,"image":{"width":1341,"height":822}},"fileName":"chicago-bulls-nft.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This was the first project that caught my attention which combined NFTs and Shopify, and so was instantly interesting. Our friends at By Association Only collaborated with Mint to deliver the functionality for the Chicago Bulls NBA team to sell their set of NFTs directly through their Shopify store.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The famous six championship rings, well known to anyone that watched The Last Dance, were digitised and released at a quantity of the year they were won. A competition was then created for whoever held all six rings. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"BALR Loyalty Strategy","nodeType":"text"}],"nodeType":"heading-2"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7ge7RDbpkaSptf39WBrZSc","type":"Asset","createdAt":"2021-12-22T16:24:58.551Z","updatedAt":"2021-12-22T16:24:58.551Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"balr-nft","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/7ge7RDbpkaSptf39WBrZSc/d7d889782a27af5d5d7930d843552aba/balr-nft.png","details":{"size":437040,"image":{"width":1138,"height":1446}},"fileName":"balr-nft.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This example again was quite an early adoption by an established brand, which I spotted on the BALR Instsgram feed early November. While they didn’t deviate far from the theme of other NFTs at this point with their ‘Cosmic Monkey’ range, I thought the early use of the technology embedded into their loyalty strategy was good and something new. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Adidas & Nike","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"URLs: ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.adidas.co.uk/metaverse"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"https://www.adidas.co.uk/metaverse","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://news.nike.com/news/nike-acquires-rtfkt"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"https://news.nike.com/news/nike-acquires-rtfkt","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Within the space of a couple of days, both Adidas and Nike entered the NFT space in different but equally impactful ways. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Adidas released their ‘Into the Metaverse’ range, in collaboration with Bored Ape Yacht Club - who are potentially the most well known and rarest collection in the space. As well as owning the official Adidas x BAYC piece of art, there was a range of branded hoodies and tracksuits for the owners. Hoodie can be seen below, emblazoned with the unique blockchain code. This would have been seen as a big success overall, with Adidas selling over $22m in this release, which sold out in about two minutes. Needless to say I didn’t get one, but am on the lookout. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"zPQwlifztzO7dWQNxMejN","type":"Asset","createdAt":"2021-12-22T16:27:53.240Z","updatedAt":"2021-12-22T16:27:53.240Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"nft1","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/zPQwlifztzO7dWQNxMejN/f18cdab35be16585fef3d554c357e1cc/nft1.jpeg","details":{"size":63575,"image":{"width":828,"height":1318}},"fileName":"nft1.jpeg","contentType":"image/jpeg"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1Fa0yIZaKeDZjRgp8FTZ1M","type":"Asset","createdAt":"2021-12-22T16:26:26.277Z","updatedAt":"2021-12-22T16:26:26.277Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"nft-2","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1Fa0yIZaKeDZjRgp8FTZ1M/cb33fd89f63950d46b0fbc9d85958a23/nft-2.png","details":{"size":416363,"image":{"width":739,"height":1600}},"fileName":"nft-2.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Without wanting to be outdone, Nike acquired RTFKT studios who specialise in NFTs and virtual footwear. So I expect to see a lot more brand positioning across digital channels, and it likely won’t be long before seeing someone officially in the new Air Jordans shooting at you in Fortnite. Either way, these two moves will ensure a lot more brands take notice and start moving into the space. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Super Plastic","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"URL: ","nodeType":"text"},{"data":{"uri":"https://superplastic.co/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"https://superplastic.co/","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The last example of usage around eCommerce is Super Plastic, the creator of vinyl toys and collectibles. They have created collections of NFTs that fit with their range of physical products - harnessing Shopify for transactions of both. This demonstrates how physical and digital products could begin to be tied together as a combined offering. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7c7K8zosdFEy4jpcLkLq5Y","type":"Asset","createdAt":"2021-12-22T16:27:21.262Z","updatedAt":"2021-12-22T16:27:21.262Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"super-plastic-nft-1","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/7c7K8zosdFEy4jpcLkLq5Y/307f22bfdda021cb64ff09036f10ab7d/super-plastic-nft-1.png","details":{"size":373017,"image":{"width":1600,"height":755}},"fileName":"super-plastic-nft-1.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6MzzIH3UqrBKbnQBWdaJeT","type":"Asset","createdAt":"2021-12-22T16:27:45.638Z","updatedAt":"2021-12-22T16:27:45.638Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"super-plastic-nft-2","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6MzzIH3UqrBKbnQBWdaJeT/a4b6d90decffd5d88d65401e18d12b7e/super-plastic-nft-2.png","details":{"size":582437,"image":{"width":1600,"height":1014}},"fileName":"super-plastic-nft-2.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"5 Areas Where NFTs Could Impact eCommerce","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The above examples are early adopters that already touch on a few of the following bullet points, but there are a range of areas in which NFTs and the underlying technology could impact eCommerce. Some of these include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Digital Products","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Let's start the list with the obvious one. There is going to be a continued surge in selling digital based products. Games like Fortnite alone have proven that there’s a multi-million/billion pound market for people buying outfits or accessories to express themselves (or to flaunt) via their in-game or online avatar. That’s before the impending topic of Metaverse, in the coming year or two. The likes of Adidas, Nike, Burberry, BooHoo have all started dabbling in the release of digital fashion products - and no doubt there will be a wave of other big brands planning to do the same soon (it will be a missed opportunity if not).\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Gift Cards","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"eCommerce gift card experiences have pretty much been the same for as long as I can remember. While there’s been good solutions to allow physical gift cards to be used online, in a smoother omnichannel way, there’s not been anything revolutionary on the topic. Shopify still can’t natively send gift cards to a different recipient to the purchaser, and apps to add this functionality offer little else. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Using NFTs and blockchain technology, it shouldn’t be long before email isn’t involved in this process whatsoever - gift cards will be purchased and delivered straight into someone’s digital wallet, for seamless use without having to scratch the back of a card with a two pence piece or type in 32 digit codes from an email.  \n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Loyalty","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"In a similar vein to the above, loyalty strategies could be completely transformed using NFTs. And as per the BALR example earlier in this article, we’re starting to see the early signs of that. The ability for a brand to release a set of loyalty NFTs of a fixed amount, and give discounts, perks and rewards to the holders of those NFTs is going to become increasingly common. With it will come much cleaner ways to redeem loyalty, straight from the digital wallet. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"An element that I find most interesting, is the potential in the smart contracts attributed to these NFTs. There is the ability to reward customers that hold the NFT longest (similar to offering dividends when holding stocks), but also the potential to allow customers to transfer and sell these to other customers, with a cut of the transaction going back to the brand.  \n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Limited Edition / Collectibles","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is a massive topic, because of the way NFTs naturally lend themselves to collectibles. Owning collectible digital art has been the early use case for NFTs, which will likely continue as more renowned artists create digital work. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, the Chicago Bulls example of the limited edition rings is a good illustration of the direction things could head. Infact, the Adidas example of NFT that is linked with a physical product, each emblazoned with the unique blockchain digits of that token, is also a good case study. Luxury and limited edition products, such as collectible vinyls, watches and guitars could link each specific unit of physical product with an NFT which acts as the proof of ownership throughout its existence. Once again the use of smart contracts attached will only develop here, to insert clauses which benefit both the holder and the brand. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Marketplaces / Recommerce","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"These are two topics that I think have been really trending in eCommerce across the past couple of years, but could be transformed further with some of the elements throughout this article. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For marketplaces, as can be seen when using OpenSea or Dematerialised to browse NFT artwork, the full documented history of transactions and owners is very powerful. It’s possibly the ultimate trust signal to a buyer having full confidence in a product and the value of it - especially again when it comes to limited edition or pre owned pieces, or official / signed merchandise. Similarly for recommerce (and returned goods in general) it can give that confidence to the merchant of value and expectations of a product. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Summary","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There is a lot of hype and attention on the subject right now. But my opinion is that NFTs and smart contracts - in some form - will continue to grow, eventually to be a revolution to eCommerce and the wider internet. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The form that they exist in right now, jpegs (probably followed by music) being sold to the interested communities, is easy to dismiss as a fad. But as knowledge increases, and as more big brands start and continue to dabble in the space, it will undoubtedly grow and become more mainstream focused. This is when we’ll start to see the true impact on eCommerce. I’m really excited to see how the technology can eventually be applied more deeply into eCommerce around customer accounts, loyalty, gifting, luxury, limited edition, marketplaces and plenty more.    ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As always, I would love to hear your thoughts on any of the above - feel free to ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/quinny233/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"connect with me on LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" for a chat, or email ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"liam@vervaunt.com","nodeType":"text"},{"data":{},"marks":[],"value":". You can also see more of our ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/ecommerce-consulting/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"ecommerce consultancy work here","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"publishedOn":"2021-12-22T16:28:42.728Z","mainImage":{"name":"super-plastic-nft-2","url":"//images.ctfassets.net/rsv5jnhanwkh/6MzzIH3UqrBKbnQBWdaJeT/a4b6d90decffd5d88d65401e18d12b7e/super-plastic-nft-2.png"},"author":{"name":"Liam Quinn","image":{"name":"Liam Quinn","url":"//images.ctfassets.net/rsv5jnhanwkh/7LbNB1LeSf1hxEwD4OMvFf/ebf2e7ae8a72f2a48503d380d4ca2d11/Liam_Quinn.png"},"bio":"Liam joined Vervaunt as a Solution Architect in March 2020, bringing with him a wealth of Shopify Plus and general technical knowledge and experience. Liam has been working in eCommerce for over 8 years and previously managed the development team at a leading Shopify Plus partner agency. Liam is focused on architecting technical solutions and also has a background of being a full-stack developer."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920626322","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920626322","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920626322","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920626322","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920626322","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Creating a Performance Culture in eCommerce Businesses - Avoiding a Site Speed Blame Game","slug":"creating-a-performance-culture-ecommerce","description":"I’ve been meaning to write this article for a number of years, having seen different brands and retailers struggle with performance due to operating in certain ways (but still blaming developers). Contrastly, I’ve also seen the opposite, with brands and retailers building strong processes and layers of governance to retain quality and keep site speeds optimal. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"In my experience, with the brands we’re working with, the development agency (or occasionally the internal team) is usually blamed for a slow site. However, very often, this agency is not actually to blame - or at least, only in part.  Although the developers are writing the code and managing integrations, the client team is making lots of decisions that will impact site speed.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In addition to blaming developers, I regularly see eCommerce teams getting frustrated with having to invest large amounts of budget into investigation and optimising performance - so we’ve tried to explain where this often comes from too.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This article is focused on eCommerce site speed and is written as a collaboration between me (representing the business stakeholder) and Liam Quinn (giving a technical view / opinion).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Why Is Performance Important in eCommerce","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Performance and site speed has been a high priority for eCommerce teams for a long time now - with the shift towards mobile devices in eCommerce being a big catalyst to change and investment in this area. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ultimately, the speed of a site has a significant impact on the customer experience generally, having an impact on conversion rates and now organic search visibility. There are various reports and studies that quantify this impact, but I also think the continued improvement in both new DTC brands and larger brands now means it’s something that can’t be ignored - particularly with the growth of PWAs and headless sites being introduced (not that this is a silver bullet).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The ","nodeType":"text"},{"data":{"uri":"https://developers.google.com/search/blog/2020/11/timing-for-page-experience"},"content":[{"data":{},"marks":[],"value":"Core Web Vitals update","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" has further drawn awareness around the importance of both performance and the rendering experience - with their impact on organic search rankings only set to increase.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What Client Decisions & Actions Will Impact Site Speed","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Client teams often make prioritised decisions based on other needs outside of site performance; with the implementation of third party technologies, design changes, the introduction of rich content etc. all being examples of items that can impact performance.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Examples of things that clients typically ask for that they may not realise can impact performance:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Introduction of new Javascript-heavy third parties ","nodeType":"text"},{"data":{},"marks":[],"value":"- e.g. search solution, product recommendations / personalisation engine, product reviews, live chat etc.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Other third party Javascript tags added to the site ","nodeType":"text"},{"data":{},"marks":[],"value":"- e.g. A/B testing solutions, additional pixels, tracking solutions (most will use a tag management solution - but equally these should be optimised and sequenced to reduce performance impact).","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Introduction of unoptimised rich media assets","nodeType":"text"},{"data":{},"marks":[],"value":" - e.g. hi-res imagery, interactive content, video content etc. and this is particularly an issue in fashion eCommerce. Even changing fonts without consideration can have a noticeable effect on performance.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Variable-led themes ","nodeType":"text"},{"data":{},"marks":[],"value":"- the more variables and logic you have in your theme, the longer pages are going to take to load. Also, using solutions that deliver different content and functionality to different users based on variables (e.g. location) etc will also use more resources.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Rushed changes ","nodeType":"text"},{"data":{},"marks":[],"value":"- often pushing developers to do things quickly and not allow time to do proper performance testing can have a big impact over time - this will be covered in the processes section.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"General workarounds and quick fixes.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"What Is a Performance Culture and Why Is It Important?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ultimately, creating a performance culture is building a set of processes that need to be followed at different stages of requesting changes and new features and then deploying them. In most cases, this comes via a series of documentation, checklists and checks that are used at various points of the process, by various team members - both internally and externally.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Really, what you’re trying to do here is:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Ask questions on the performance impact of changes before you define them and add them to your backlog.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If there is an impact - is this the best way to deliver the functionality or is there an alternative approach that can reduce the impact?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If it’s a third party - is this the optimal option? Are there alternative routes for integration that could improve performance?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Equally, is the functionality critical and does it warrant an impact to page load speed?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"During pre-deployment (as part of UAT), performance should be tested and compared against previous versions.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"During post-deployment, there should be further testing.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"In addition to this, some other key changes include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Assigning responsibility to different stakeholders and making people accountable.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Building performance metrics into trade and business reporting.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Creating documentation to ensure new team members adopt the same processes and approaches.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Automating testing and scanning.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Assigning ongoing budget (this could be per project or a set % of retainer) to optimising the core theme and assets.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"The clients that I’ve seen create the best performance cultures have a person in a Product Owner role that really governs all of this - holding developers and other internal team members to account with regular reviews. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Balancing Functionality vs Speed: How Should Teams & Stakeholders Work Together to Govern Site Speed?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The key here is having the initial conversation around the performance impact and the approach - this may add more time or cost slightly more, however it’s important to get the two types of stakeholders working together to set parameters. Improving page speed often comes as a tradeoff for functionality, so it is very much a two way street. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A good example is if you’re looking to introduce a new search solution - there may be a very simple solution available or it could be that the native search functionality could be extended, but equally business teams need to ensure they are able to meet requirements - e.g. ability to merchandise results, optimised JS overlay, a certain level of automation etc. In this instance, you’ll likely end up going with a third party in order to create a good solution and the discussion is then how the JS can be optimised and which vendor is able to achieve the requirements without having a major impact on performance.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is one example where the functionality will require a third party in most instances, but often that’s not the case - with things like product recommendations or bundling for example. You also then have scenarios where you can implement solutions better - e.g. hiding a live chat widget behind a click so the JS isn’t loaded every time.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is all part of the balancing act and it’s why the two teams need to work together and accept joint responsibility. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Great Image Quality Debate - Quality vs Load Times","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In recent years the average page weight on an eCommerce site has increased hugely and, as well as video becoming far more common, this is primarily down to much more focus on large, high quality imagery. Naturally, any brand wants the best possible photography to showcase their products, but there are a few points that should be considered:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Always have a process in place to optimise images before they’re uploaded to the site. ","nodeType":"text"},{"data":{},"marks":[],"value":"There are great tools for this to be done quickly, and effectively resulting in lossless images. Options like ","nodeType":"text"},{"data":{"uri":"https://tinypng.com/"},"content":[{"data":{},"marks":[],"value":"TinyPNG","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or ","nodeType":"text"},{"data":{"uri":"https://kraken.io/"},"content":[{"data":{},"marks":[],"value":"Kraken.io","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" are my go tos. This should apply to every image uploaded, and will certainly cause developers to push back on performance issues if this isn’t done, due to being such an impactful point. There are one or two apps like ","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/crush-pics"},"content":[{"data":{},"marks":[],"value":"Crush.pics","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" that can help automate this, but they’re not perfect, and this shouldn’t be necessary as it only takes a few extra seconds before uploading to get right.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Consider how many large images are displayed per page. ","nodeType":"text"},{"data":{},"marks":[],"value":"There is no hard and fast rule, again it's a balancing act because the more images to load, the slower the page will be. Look at how people are browsing the page, are all images actually being seen? Are slides 2/3/4 in that carousel ever actually being viewed? ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"When the above has been streamlined as best as possible, one point does sit with the developers which is ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"loading the image into the page at the right size","nodeType":"text"},{"data":{},"marks":[],"value":". If an image is only ever being rendered within a 3 column grid then it shouldn’t be loaded in at 2000x2000px for example. This is a waste of resource.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Who Should Be Responsible for Site Speed?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In my view, you want to get to a point where there’s joint responsibility and people are working together, but I’ve still seen the best results from having an internal Product Owner as the real guardian of performance. Although they’re not responsible for writing or deploying the code, they hold people to account, push developers, and question new features. This is the ideal situation but it only really works if you have the right person in place that really understands the situation and is able to work with the developers. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This said, anyone involved in defining or delivering backlog items is also responsible. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How Should Teams Be Monitoring Site Speed?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"An important element to this is not precisely which ","nodeType":"text"},{"data":{},"marks":[{"type":"underline"}],"value":"metrics","nodeType":"text"},{"data":{},"marks":[],"value":" to measure, but doing so with the ","nodeType":"text"},{"data":{},"marks":[{"type":"underline"}],"value":"right approach","nodeType":"text"},{"data":{},"marks":[],"value":". By this, I mean it is important to avoid a scattergun approach of pointing at the lowest red numbers and having tunnel vision on effort before moving onto the next one. There are changes you could make aimed at improving one metric, which will have a domino effect and positively impact others. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, there are also tactics that get the numbers to look better, but don’t actually improve anything for the end user - these are tactics that simply trick Google into thinking performance has improved. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For these reasons, there needs to be a holistic view and a longer term strategy to getting to a place where page speed and technical performance is solid. The steps would look something like:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Select which monitoring tools to use for reporting.","nodeType":"text"},{"data":{},"marks":[],"value":" In terms of tools, there are a number that do very similar jobs. Some might give you slightly more favourable numbers because of the way they’re reporting, but you shouldn’t select a tool based on vanity. Unless you have specific needs which another tool offers, you can’t go far wrong with using the Google suite (","nodeType":"text"},{"data":{"uri":"https://developers.google.com/web/tools/lighthouse"},"content":[{"data":{},"marks":[],"value":"Lighthouse","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", ","nodeType":"text"},{"data":{"uri":"https://web.dev/measure/"},"content":[{"data":{},"marks":[],"value":"web.dev","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", and ","nodeType":"text"},{"data":{"uri":"https://search.google.com/search-console/about"},"content":[{"data":{},"marks":[],"value":"Search Console","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":") to audit individual pages and give a high level view on the status of your URLs as a whole. I also like ","nodeType":"text"},{"data":{"uri":"https://www.pingdom.com/"},"content":[{"data":{},"marks":[],"value":"Pingdom","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" for a quick check on things like resources and page weights. One point to bear in mind is that Google can take 28 days to take your improvements into account; Search Console won’t improve overnight. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"You’ll also need to decide which metrics are key for your reporting.","nodeType":"text"},{"data":{},"marks":[],"value":" Again, different goals and objectives can lead to focus on different metrics. But the Core Web Vitals (intentionally) cover a good broad perspective of site performance. I like to keep Time to Interactive (TTI) in the ongoing reporting as a good judge of impact on usability, while Time to First Bite (TTFB) can be vital on self-hosted platforms. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Once these previous two points are in place, ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"be consistent","nodeType":"text"},{"data":{},"marks":[],"value":". For accuracy it’s important to use the same tools, same metrics, run tests on the same URLS, same timeframes. Repeat.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Identify fires across the site","nodeType":"text"},{"data":{},"marks":[],"value":". Focus on critical drains on performance and leaks etc. Fix those first. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Next step is to stop and prioritise.","nodeType":"text"},{"data":{},"marks":[],"value":" Which elements affect critical pages and the customer buying journey. Which elements are global and affect a high percentage of pages? Look for apps that are particularly heavy, with inefficient coding causing problems on specific pages. A benefit to Shopify is you could split out a theme Section by Section, and run an audit on each Section to find problems.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"After exhausting these and getting down to very minor wins, there are some ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"technologies that can be introduced to help","nodeType":"text"},{"data":{},"marks":[],"value":". With Magento, we’ve helped achieve some really impressive results with ","nodeType":"text"},{"data":{"uri":"https://www.cloudflare.com/en-gb/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Cloudflare","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" & caching technologies. On Shopify projects - ","nodeType":"text"},{"data":{"uri":"https://www.yottaa.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Yottaa","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", ","nodeType":"text"},{"data":{"uri":"https://edgemesh.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Edgemesh","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and ","nodeType":"text"},{"data":{"uri":"https://www.renderbetter.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Render Better","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" have added another layer of performance increase. Due diligence is needed here, as alluded to at the start there are ‘black hat’ technologies that will look like they are having a big impact when in reality their sole purpose is to trick Google and other tools into giving higher scores - which benefits nobody in reality.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"For Developers: Balancing Push Back and Client Servicing ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"I think the key is making sure performance is part of discussions from the beginning. At this point, it isn’t just pushing back but rather making the client aware which design or development decisions will later impact performance. It becomes an education piece, rather than an awkward standoff where someone has to back down. We’ve sometimes seen initial sales pitches where a focus on technical performance is promised, but then nothing tangible is delivered on that side. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Clear ongoing communication from both sides means the technical performance becomes an inherent part of ongoing development, sets expectations and limits or removes the risk of blame game being played for slow site speeds.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In Conclusion","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Overall, I think any brand doing a good level of volume online should be looking to create ongoing processes and reporting to help keep their online store optimised from a performance perspective. You’ll definitely need to compromise in places, but this should just be a balance, and decisions should be made by different stakeholders with a good view on the overall impacts.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As I mentioned earlier, I do feel that having an individual governing performance internally is really valuable, particularly as you grow and start adding more functionality, doing more releases, having more people making decisions etc. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"publishedOn":"2021-12-13T12:05:36.480Z","mainImage":{"name":"blog post graphic2","url":"//images.ctfassets.net/rsv5jnhanwkh/7vGbcCDoSFtcLdTqlaijua/290462dfc9df5d64ab1b6dbd31abf01c/blog_post_graphic2.jpg"},"author":{"name":"Paul Rogers","image":{"name":"Paul Rogers 2021","url":"//images.ctfassets.net/rsv5jnhanwkh/6yocSl8ThYCEiRTYFxcPx9/dc1cf3f4bfcb918e3b698592da85919a/1-01_Paul_Rogers-min.png"},"bio":"Paul is an experienced eCommerce Consultant and Founder of Vervaunt. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Preparing for a UAT Period - The Importance of Prioritising UAT for a Replatforming Project?","slug":"what-is-uat-user-acceptance-testing","description":"UAT, also known as User Acceptance Testing, is a fundamental part of any project. A UAT phase could take an infinite amount of time, with endless testing possible - but, based on our experience, covering the aspects we will talk about in this guide will be thorough enough to make a decision on passing or failing line items. \n","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Key considerations for UAT","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"It is really important to discuss the UAT phase with your chosen agency partner as part of the initial commercial and timeline discussions - it’s vital to ensure there is adequate time allocated within the timeline for a full UAT phase. It’s worth noting that I’m focusing primarily on the front-end side of things, as back-end UAT would generally happen throughout the project.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5bviIpHrMFNNvUpNhNY4JQ","type":"Asset","createdAt":"2021-11-04T12:06:34.243Z","updatedAt":"2021-11-04T12:06:34.243Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"uat-process","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5bviIpHrMFNNvUpNhNY4JQ/aa37012576d1af301c2b5ba1786b5c82/uat-process.png","details":{"size":59974,"image":{"width":1286,"height":396}},"fileName":"uat-process.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"For a standard Shopify Plus build we would typically expect ~2 weeks allocation, depending on the complexities of the project, and with Magento we would generally expect a minimum of 2-3 weeks to allow for end to end testing, due to the nature of the platform. This period should typically include allocation for bug fixes.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The QA phase should generally be discussed with your development agency too - we would expect an agency to do a fairly comprehensive first pass test to validate that the requirement is as the scope determined (be this user acceptance criteria, user stories or any other documentation). For builds that are more complex, I would typically expect every section and feature of a build to be validated against ‘test cases’ by the agency, as a first round pass. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A development agency should always test based on your business data; using GA to extract the top devices, browsers and screen resolutions that your customers use and, where possible, using physical devices for testing. Where physical devices cannot be accessed, you can use simulators such as ","nodeType":"text"},{"data":{"uri":"https://www.browserstack.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"BrowserStack","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or ","nodeType":"text"},{"data":{"uri":"https://sizzy.co/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Sizzy","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" which tend to give you near-realistic results every time. Ideally you’d agree the devices and browsers with the agency pre signing the project off, but this is also a good topic to cover when vetting agencies.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We would also expect a code freeze before you enter a UAT phase - this will allow you to test a fully ready site, without moving parts.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Approach to UAT - what you should expect","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"What I will demonstrate here is a very simplified version of UAT handling. Some of you may be used to a more complex process with documentation from the enterprise world - however given our client and agency base and seeing what systems and resources there is access to, it makes sense to simplify where possible. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There is a difference between testing and full UAT. During the course of a project, I would encourage testing. However, during the build process there will (or there definitely should be) a point where there is a code freeze, to allow proper UAT to start. The reason behind this is that you need to be able to test as if it were a live site - with all aspects of the site fully configured, so you can simulate as close to a live user experience as possible. This is something that would likely need to be allowed for if you’re working with an agency that strictly follows agile principles, however we always try to insist on it.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Regarding timelines, as demonstrated above, the UAT phase is expected towards the end of the project - generally just a couple of weeks before a full site launch. There should be enough time to capture and log all bugs, followed by a period to be able to work through fixes, then review these before go-live. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do I prepare for the UAT phase internally?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"This may feel daunting but as soon as the design and functional aspects of a build have been pinned down, you will be able to produce a skeleton master testing document. You can manage this with many solutions but our clients have generally found working with Google Docs is extensive enough. Involve all stakeholders from internal to external teams, as this will impact almost everyone. It’s key to get the people with the most context involved - ring-fencing their time early on is very important.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Steps to take:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Build out test scripts for every area of the site, confirming key devices.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Organise the team responsible for supporting validation of each area and line item.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Firm up your approach to document findings from UAT, alongside your agency. When, where and how should bugs be raised?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Firm up priority status between the testing team so the team can allocate the severity of the ticket into an appropriate bucket.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Have your team prepared to be on-hand for validating fixes to bugs too.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Arrange to have physical devices where possible.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"ordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What do I need to validate and where do I start? ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In short, everything that touches the platform (anything feeding in or out) needs to be tested in a replatforming project, therefore test scripts should cover all aspects of a website; remember to include all apps, integrations (ERP, PIM etc) plus any customisation work which needs to be signed off. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Please remember to tackle this from a front end and back end (admin set up) perspective. I would see this as a working document - extract areas that need special attention due to complexities into separate tabs - for example, SEO, Google Analytics, orders and payments etc. Assign owners to areas where possible, so that relevant responsibility is shared. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Just to reiterate, it is extremely important that you test against your key devices as per your unique site data - you may choose to do this based on traffic or revenue but we would suggest to combine these two metrics. You could wish to drill down as far as screen resolution, but we would suggest device x browser as a minimum.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Every test script will be unique to a client. The expected outcome needs to reflect what has been discussed as a part of the build, so it’s important that the detail is captured here to allow any external testers to know what to expect. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1QJ1l2KLU6RASI3Xl4RH7A","type":"Asset","createdAt":"2021-11-04T12:07:24.795Z","updatedAt":"2021-11-04T12:07:24.795Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"what-to-validate","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1QJ1l2KLU6RASI3Xl4RH7A/34dd11276b80fdf6e500d8e4cc213600/what-to-validate.png","details":{"size":170236,"image":{"width":1318,"height":716}},"fileName":"what-to-validate.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"I would suggest creating a skeleton document during discovery, documenting all pages, features, apps etc., and actively updating this as functionality is confirmed throughout the process.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Examples of test scripts we use at Vervaunt can be sent directly to you upon request - please reach out to us. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ensure that everyone is set up with access ahead of time, with the correct permissions to test their area. Log something like the below and ensure your agency has visibility - to ensure they are aware of which individual needs access to specific areas. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"4R1qL1BntNLRbGSnyUWG5n","type":"Asset","createdAt":"2021-11-04T12:07:56.507Z","updatedAt":"2021-11-04T12:07:56.507Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"uat-permissions","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/4R1qL1BntNLRbGSnyUWG5n/02866139cd0516fac0303a3dc267eacc/uat-permissions.png","details":{"size":62693,"image":{"width":1268,"height":400}},"fileName":"uat-permissions.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"UAT across multiple stores","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Please remember if you are a multi-store site, you will need to capture store nuances as a part of your test scripts and ensure these areas are reviewed on the store, once these are available. This generally happens as a separate workflow, after finalising your ‘main’ production store, so please take time out for this in your timeline to allow for this additional testing and review, per store. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Languages","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Considerations need to be made for language sites too - this could impact timeline further depending on the team available to run the set up and UAT on this store. The main point to usually consider on a language site is text length - which can affect design and page templates. In addition, a localised language site may house additional apps, specific for the store which again, would need to have test scripts built out. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do I document bugs? ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"When raising bugs, you would typically be doing this within a project board on a ‘bug form’ to document the issue - this is usually decided by the agency. A bug form would have fields to populate - an example below. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6QHJlQvEtvnhePnMVgNdWX","type":"Asset","createdAt":"2021-11-04T12:08:33.941Z","updatedAt":"2021-11-04T12:08:33.941Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"bug-documentation","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6QHJlQvEtvnhePnMVgNdWX/7968a4c7ad084f1b487d7cf3e01d4840/bug-documentation.png","details":{"size":247810,"image":{"width":1288,"height":810}},"fileName":"bug-documentation.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"31HgIIeN1nW9qBmBmj3zV","type":"Asset","createdAt":"2021-11-04T12:09:02.711Z","updatedAt":"2021-11-04T12:09:02.711Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"bug-documentation-2","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/31HgIIeN1nW9qBmBmj3zV/b047637c55a9d5f0df02e9d1d9b51f5a/bug-documentation-2.png","details":{"size":107960,"image":{"width":1276,"height":774}},"fileName":"bug-documentation-2.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Please ensure there is one person owning the bug tracking system - to review and remove duplicate issues found or issues which conflict (and therefore need further discussion). This is an extremely important step, to avoid slowing down the process of back and forth discussion between bug fixes. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Bugs with a detailed explanation are great but you should incorporate a screenshot or video recording where possible to document the issue - this will give additional clarity to help pinpoint the issue in the first place. You will find free Google Chrome extensions to allow you to manage this or you can pay for services - internally, we use ","nodeType":"text"},{"data":{"uri":"https://droplr.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Droplr","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" which we would highly recommend.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are too many bugs logged and fixing these will impact my timeline - what options do I have?","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Always raise all issues, no matter how big or how small you think they are; don’t be worried to document everything as ‘minor’ as a design tweak. Personally I think the best way to manage these is via labels and tags, but again, please speak with your agency to ensure they incorporate anything you may want into their existing process. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"42JmeLz5o2sC4ocYYsftIg","type":"Asset","createdAt":"2021-11-04T12:09:37.031Z","updatedAt":"2021-11-04T12:09:37.031Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"bug-labels","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/42JmeLz5o2sC4ocYYsftIg/7cb13ee008b53b2ce8c2d4d49c01d4cc/bug-labels.png","details":{"size":52241,"image":{"width":1284,"height":370}},"fileName":"bug-labels.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Outsourcing UAT- is this a meaningful approach? ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Not all in-house teams are going to be able to resource a full replatforming project alone and we have seen some clients in the past using external agencies to support additional usability testing for example. This is great if you don’t have the means to do this internally as it will add a layer of testing beyond an agency doing some QA.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The only negative to this approach is that the teams will not be as close to the project and therefore can lack context and general build information; however it is still important to get a layer of general best practice nuances picked up, that someone close to the project could miss.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What does a successful UAT phase look like? ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"A successful UAT phase can be seen when all tickets have been cleared or at least organised into buckets for delivery, before launch. The key thing here is organisation - to allow visibility of the delivery plan for each ticket raised.  Any bugs remaining pre launch should have an agreed delivery date so they do not remain as ongoing concerns. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Conclusion","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Your UAT phase will be unique to your project and your company, but the fundamentals will always apply. If you have any questions about the details in this guide, you can ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/shamolimiah/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"connect with me on LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or get in touch at hi@vervaunt.com","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"publishedOn":"2021-11-04T12:10:30.994Z","mainImage":{"name":"blog post graphic1","url":"//images.ctfassets.net/rsv5jnhanwkh/2cNLxiWKmUlXct5oSeELYd/dac47909928cf2f3472ab74230bffa5c/blog_post_graphic1.jpg"},"author":{"name":"Shamoli Miah","image":{"name":"Shamoli Miah 2021","url":"//images.ctfassets.net/rsv5jnhanwkh/2T8YLBKUDCylpiDge06FJ1/fb238497752431537533382c022e964d/1-03_Shamoli_Miah-min.png"},"bio":"Has been working in eCommerce for over 8 years. Mostly worked for enterprise retailers, such as BHS, Arcadia and Urban Outfitters. Strong background in managing and delivering large projects."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920627028","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920627028","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920627028","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920627028","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920627028","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"How Borough Kitchen Tripled Ecommerce Growth in Lockdown","slug":"how-borough-kitchen-tripled-ecommerce-growth-in-lockdown","description":"Borough Kitchen is a London-based cookware retailer with an online shop and four brick and mortar locations, three of which include a cook school. The brand opened their original store in Borough Market in 2013 and they have seen tremendous growth online and instore over the last few years. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Borough Kitchen's online shop experienced tremendous growth during the coronavirus pandemic, as more people spent time at home cooking and started paying more attention to the quality of their kitchenware. In particular, products related to bread making and coffee saw an initial surge, and that extended to the rest of their product range as months passed.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Though environmental circumstances had a role to play in this growth, Borough Kitchen nurtured and sustained that momentum by investing in their online strategy to maximise revenue and brand awareness.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So how did a relatively small kitchenware company triple their online revenue in 2020, and how have they continued to see strong growth since?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What was the brand doing before lockdown?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Since Borough Kitchen began as community-oriented brick and mortar stores, their eCommerce operations initially sat as an accessory to the physical stores in 2016. They began to invest fully in online advertising in late 2017.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The company's original vision had been set in stone by then - to offer the very best tools for the kitchen and table that they themselves had tested and used. Their expert advice was always tailored to the customer, taking cooking habits and price range into consideration. Every team member was and continues to be trained in product knowledge so they can confidently field questions from customers. This is especially important because many of their products are expensive, and that number needs to be justified in terms of function, quality and durability rather than aesthetic. The goal of their online shop is to replicate this detail-heavy, tailored advice.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This strategy took time and effort to bring to fruition, as online shopping by default is not an interpersonal and social experience. This was especially challenging for high-ticket products like Japanese knives. In stores, for example, they provided customers with carrots that they could cut to see whether a knife was the right fit for them. That experience is not possible online. But by targeting their paid marketing towards customers who are already interested in cooking—and thus already have an awareness of the craftsmanship that warrants higher-priced goods—they were able to skip that question ('why is this expensive?') in order to communicate how a particular product can benefit a particular customer.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"#1 At Home Cooking Buying Trends","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"According to ","nodeType":"text"},{"data":{"uri":"https://www.thinkwithgoogle.com/intl/en-gb/marketing-resources/content-marketing/story-uk-lockdown-through-google-trends/"},"content":[{"data":{},"marks":[],"value":"Google","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", “the nation has collectively upskilled in the kitchen, as we've strived to recreate items from our favourite bakeries, cafes, and pubs. Searches for 'espresso martini', 'whipped coffee', and 'yorkshire pudding' all spiked”. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The time at home encouraged many to review their hobbies and look at skills they’ve wanted to learn or hone but have never had the time or energy to do so. Customers have turned to Borough Kitchen in this time to help them with their lives, in a time when they may not have done so previously. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In addition to taking advantage of the existing trends according to Google, Borough Kitchen particularly excelled at bringing their customers attention to things that they may not have given much thought to before, such as the difference between a chef’s knife and santoku, what makes a good pepper grinder, the benefits and shortfalls of non-stick pans, and more, all in an engaging and friendly tone that ‘demystified’ this knowledge for the average consumer. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"All of this updated communication was possible due to a significant website redesign that put content and communication front and center. So while trends may have brought people to Borough Kitchen, it was the user-friendly website and communication that facilitated trust with the brand and repeat purchases. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"#2 The Power of Google Shopping","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google Shopping developed into the strongest eCommerce channel for Borough Kitchen in 2020. Despite having an extensive catalogue of over 200 brands - a large fraction of sales and revenue came only from a handful of suppliers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Mauviel are a cookware brand that are world renowned for their high quality copper pans, and was the highest revenue generating brand across the site in 2020. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Previously, the high price point of these pans would have produced a typically low conversion rate across standard Google Shopping. However, as lockdown buyers were more inclined to invest into their homelife, this barrier to purchase became less important, especially as Borough Kitchen invested resources into explaining what made Mauviel pans superior, from graphic design to Instagram stories, as well as dedicating different collection pages on their website to different Mauviel ranges. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is apparent in the Borough Kitchen’s Google Shopping data. In the first six months of 2020 (compared to the last six months of 2019), the brand only saw a 16% increase in search impressions for Mauviel - however, sales increased by 146% during the same period. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5F4Ku5nWYeuzQyWbbiTBvk","type":"Asset","createdAt":"2021-11-01T10:15:12.791Z","updatedAt":"2021-11-01T10:15:12.791Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"borough-kitchen-paid-media","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5F4Ku5nWYeuzQyWbbiTBvk/9e3e368401fc01e33ae3b2b8ca3d0bf3/borough-kitchen-paid-media.png","details":{"size":62875,"image":{"width":553,"height":334}},"fileName":"borough-kitchen-paid-media.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Manual Bidding and Ultimate Control","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Before the widespread adoption of Smart Shopping, manual bidding was widely implemented across the industry. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Being reactive to changing buying habits was key to Borough Kitchen’s success across Google Shopping during the preliminary periods of UK lockdown and they were able to use manual bidding at the time to do so. Performance based optimisations, search term reporting and campaign segmentation were ongoing necessities across the account in order to keep up with increased demand.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Segmentation Based upon Supplier Relationships, AOV and Margin","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Due to the influx of demand and new customers to the site, Borough Kitchen experienced some distribution and supply issues. This was typical during the UK lockdown as often workforces were reduced. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google Shopping enabled us to de-prioritise products and brand coverage where supply chain issues were apparent. Being responsive to supplier relationships was critical to overall business functionality, Borough Kitchen initially struggled to maintain the volume of sales during peak periods, and this was especially the case where products were typically a lower average order value. Google Shopping allowed us to utilise campaign priority settings to strategically funnel the account to align with top line business goals. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The brand could push available products with high AOV, and could save low AOV products for times when these more profitable products were no longer in stock. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"#3 Luxury in Lockdown","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The final key factor into Borough Kitchen’s growth was the increase in high earners shopping for luxury products, at a time when disposable income was comparatively high for some customers. Where customers would usually spend a high proportion of their income on luxury dining, experiences and travel, they were instead making luxury purchases for their home.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, ‘luxury’ is a banned word at Borough Kitchen, as that makes their products sound inaccessible, non-beneficial, and purely ornamental. Their products are based on function over form, and with the use of precise language (and usage of SEO terms), especially when adding product descriptions, supplementary blog posts, and meta fields, explained the why behind luxury instead of letting customers take the products at face value.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst some luxury brands struggled in lockdown as some core customers experienced loss in earnings or had to balance money elsewhere, there were other luxury verticals (such as homewares) which flourished.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Key Takeaways","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"What are the key takeaways to learn from Borough Kitchen’s growth in 2020?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Not every business struggled during lockdown, some have thrived. 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"publishedOn":"2021-11-01T10:19:05.725Z","mainImage":{"name":"borough-kitchen","url":"//images.ctfassets.net/rsv5jnhanwkh/zs7JJvPdY8eFS69aIFomj/3b607789c09ede3902cf8ce557138bb5/borough-kitchen.png"},"author":{"name":"Robbie Wade-Gery","image":{"name":"Robbie Wade-Gery","url":"//images.ctfassets.net/rsv5jnhanwkh/6GuYj5ycQIi6d6onCnQF2M/32349462866d12af056828ab9591bc0f/1-12_Robbie_Wade-Gery-min.png"},"bio":"Previously worked in a number of digital marketing roles and internships, for both agencies and brands. Completed a degree in marketing. 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","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"However, when done right, maximising opportunities in the cart and checkout can be a great way to increase revenues, and it can also be an opportunity to infuse brand voice and showcase product ranges.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Through marginal improvements to the display of the cart, upsells can significantly improve conversion rate and average order values. 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If buying their signature toothpaste product, suggestions for other key items such as floss and mouthwash will be presented. Not only do they suggest other products, but the brand also offers a subscription model with potential savings. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is all cleanly displayed in a user friendly way that makes the customer feel informed and considered rather than hounded with sales and promotions. Ensuring that this transition is streamlined is essential in order to keep the customer engaged and reduce drop-offs. 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With more time now spent online, the opportunity to discover new brands and products online is huge. And it’s for these reasons why the need to adapt and upgrade your Google strategy is of utmost importance. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What have been some of the biggest trends from Google and paid search over the last twelve months?\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Growth in D2C & Brand Discovery","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In particular, ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"D2C has seen the most significant growth in the past 12 months","nodeType":"text"},{"data":{},"marks":[],"value":" as brands stopped relying on wholesale relationships, many of which closed down overnight. These brands shifted towards gaining control over the shopping experience, in order to utilise all the data at hand, to own the customer relationship, and to drive loyalty and repeat purchases. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google has ensured they capitalised upon this trend with more focus on brand discovery, which has allowed these D2C brands to stand out and become searchable in their own right.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Exact Match Is Losing Importance","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Historically it was the golden standard to ensure that at least 60% of your traffic was going through exact match terms. Generally, these terms saw lower CPCs and stronger CVR, and all in all more efficient performance. However, we’re at a point now where ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"users don’t search more but they search differently","nodeType":"text"},{"data":{},"marks":[],"value":" and continuing with the more structured and granular exact match set up means you are likely missing out on new and incremental searches.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As we all saw earlier in the year, ","nodeType":"text"},{"data":{"uri":"https://support.google.com/google-ads/answer/10286719?hl=en-GB"},"content":[{"data":{},"marks":[],"value":"Google sunsetted the use of BMMs","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" (broad match modifiers), now defaulting to phrase match, and I think this is indicative that at some point in the near future, match types will become redundant all together as Google will continue to move towards bidding at the query level above the keyword level. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Over the years, Google has improved the understanding of intent behind users’ queries and as Google puts it: ‘","nodeType":"text"},{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"broad match now looks at additional signals in your account to deliver more relevant searches","nodeType":"text"},{"data":{},"marks":[],"value":"’. Paired with automation and Smart Bidding, adopting broader keywords can now aid in driving more effective performance overall and can improve visibility for new and emerging brands to market.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As we’ve all seen, control we once had over match types has continued to change. I think it’s key to be an early adopter here rather than playing catch-up later down the line. Whilst monitoring fluctuations in traffic levels and key performance metrics will be critical (as these transitions roll out across broader match types), these changes will ensure you are capturing the evolution of the online experience and that your brand is at the forefront during both discovery, research and purchase. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Smart Bidding Is Reaching Maturity","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Vervaunt team has spent a lot of time testing manual approach vs ","nodeType":"text"},{"data":{"uri":"https://support.google.com/google-ads/answer/7065882?hl=en-GB"},"content":[{"data":{},"marks":[],"value":"Smart Bidding","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".  Previously we have always found through our testing that our manual approach generally outperformed Google's automation. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However in 2021, we have seen this shift. With improvements across the entire Google ecosystem, increasing our adoption of smart bidding is allowing many of our accounts to grow beyond levels we have seen previously, in addition to providing our team with more time and resources to contribute to client strategy at a broader business level.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The adoption of broad terms has helped to fuel the success of some of our Smart Bidding strategies, providing the algorithms with more data to learn faster. For example, across our search activity we are moving towards the Hagakure approach which sees a combination of DSA and broad keyword ad groups - all run on Smart Bidding strategies. This not only leads to a streamlined account structure for easier management but ad groups which are focused around driving higher impression volumes to feed into the Smart Bidding algorithms.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst there is still plenty of resistance against relying primarily on Smart Bidding, the bottom line is Google is able to factor in a wide and ever increasing range of signals which just isn’t possible from a manual side. As we head into seasonal peak, it’s also more important than ever to use the tools at your disposal. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The key recommendation here would be to test via drafts and experiments, keeping a 50% split where possible and ensure the targets you set for target ROAS or CPA align with your historical performance.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Evolution of Smart Shopping","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"","nodeType":"text"},{"data":{"uri":"https://support.google.com/google-ads/answer/7674739?hl=en-GB"},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Smart Shopping","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[{"type":"bold"}],"value":" has been one of the standout improvements","nodeType":"text"},{"data":{},"marks":[],"value":" we’ve seen in the past 12 months. This is a feature we had been resistant to fully adopt, and one that initially was tricky to test as it had the potential to cannibalise standard shopping campaigns. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, we initially started to see the uptick of this across our clients in the USA and with growing confidence, we began adopting this further across the UK. One client alone saw a 305% increase in revenue and a 615% improvement in ROAS. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"One of the main drawbacks we have here though is around the display element","nodeType":"text"},{"data":{},"marks":[],"value":", and many luxury brands believe these campaigns don’t tend to be in-keeping with the tone of voice they want to portray. That being said, this will primarily be towards a remarketing audience and there would be few instances where this is the first interaction a new customer has with a brand and the improvements in performance would likely outweigh the downside of this.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of the developments launched not so long ago is the ability to set CPA goals for new customers. This helps ensure that returning customers aren’t inflating the overall efficiency of the campaigns and you have the ability to ensure you are hitting KPIs at different parts of the funnel, which is important for brands focused on new customer acquisition. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We have also continued to apply our own level of intelligence across Smart Shopping strategies to ensure Google can optimise towards the products our clients value, as there is the risk that the algorithms could optimise towards a low valued product just by virtue of driving sales. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For example, with one client we created a ‘best seller’ and an ‘everything else’ campaign; best seller which would remain uncapped. We created a custom label which dynamically tagged products as a ‘best seller’ based on Google Analytics performance via an API, this ensured we were constantly pushing and prioritising site best sellers, which is data Google wouldn’t natively take into consideration.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"New Discovery Led Formats","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"","nodeType":"text"},{"data":{"uri":"https://support.google.com/google-ads/answer/9176876?hl=en-GB"},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Discovery ads","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[{"type":"bold"}],"value":" are one of Google's newest features","nodeType":"text"},{"data":{},"marks":[],"value":", and one that clearly opens up the opportunity to reach audiences further up the funnel. This format allows advertisers to show immersive ads to prospects during the time in which they are most open to finding new brands and products. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In addition to YouTube, Discovery ads are probably the key visual format for prospecting across Google, with a similar model to Facebook in which single images or swipeable carousels can be used. With ads in this format also being served across YouTube and Gmail (in addition to the Google discover feed), the opportunity for reach is broad. While you have no search intent behind these, they provide brands with the opportunity to to scale and drive awareness through a new format. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In addition to Discovery ads, YouTube is increasingly playing an important role for brands. Particularly over the pandemic, a user's active time online increased considerably on YouTube and with that brought more opportunities. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Newer formats such as 20-second non-skippable bumper ads, lead generation and maximise lift bidding are just a few examples of the way in which new formats are adapting to the growing complexity of the user purchase journey.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Consultant 2.0 and Driving Additional Value","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"With all these changes in play, we are heading towards an automated world and therefore it’s more important than ever to address the role of a paid media agency and the need for this role to adapt and diversify.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Gone are the days of time spent on manual bid adjustments, and optimisations. ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"Agencies need to step up","nodeType":"text"},{"data":{},"marks":[],"value":" and into this new era to prove the additional value they are bringing to their clients. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The pandemic has amplified brands' anxiety for growth, now more than ever, and they expect agencies to play a key role in delivering growth over the next few years. From Veraunt’s perspective we’re actively working towards developing our team and instilling further confidence, with some of the below being just a few of the key areas;","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Business strategy led","nodeType":"text"},{"data":{},"marks":[],"value":" - What are the clients key business objectives? How can we go above and beyond to feed into this? Agencies can no longer look at their channels and their channels only.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Upskilling across all key channels","nodeType":"text"},{"data":{},"marks":[],"value":" - What role do channels play and why? How do they interconnect? Pro-actively suggesting new channels to test when the opportunity presents itself. There is no longer a single channel that is going to act as your silver bullet for growth, it’s all about the incremental gains","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"eCommerce direction","nodeType":"text"},{"data":{},"marks":[],"value":" - Heightened expectations on eCommerce as a key growth avenue is clear. Factors such as internationalisation and multi-market strategies should be considered, and agencies should focus on developing this mindset with the necessary capabilities to deliver customer first strategies across multiple markets.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Be forward thinking","nodeType":"text"},{"data":{},"marks":[],"value":" - Ensuring we are at the forefront of trends and the ever changing digital landscape. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What's Next?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Automation is the clear direction in which many paid media channels are heading, and brands and their agencies need to maximise this or be left behind by the algorithms. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you found any of these trends interesting and want to discuss, feel free to ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/bethan-rainford-67222b4b/"},"content":[{"data":{},"marks":[],"value":"connect with me on LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and have a chat or get in touch at hi@vervaunt.com. \n\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"publishedOn":"2021-09-30T09:06:58.708Z","mainImage":{"name":"blog post graphic2","url":"//images.ctfassets.net/rsv5jnhanwkh/7vGbcCDoSFtcLdTqlaijua/290462dfc9df5d64ab1b6dbd31abf01c/blog_post_graphic2.jpg"},"author":{"name":"Bethan Rainford","image":{"name":"Bethan Rainford 2021","url":"//images.ctfassets.net/rsv5jnhanwkh/2BsygLTuzQy0BHKEm0WC3O/90f90c4ec3fb8783deca4c241793607c/1-04_Bethan_Rainford-min.png"},"bio":"Bethan Rainford runs the day-to-day operations of the paid media team and heads up the paid media offering. Bethan has spoken at a host of ecommerce events and has been working in paid media since 2015, previously managing accounts for the likes of BMW, Nintendo and MUJI. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"eCommerce Landing Pages for Paid Media - Examples & Best Practices","slug":"ecommerce-paid-media-landing-pages-examples-best-practices","description":"I’ve wanted to write this blog post for a long time, as I see landing pages as one of the most under-considered areas and missed opportunities in performance marketing - with one of the biggest opportunities being to drive more value from prospecting campaigns. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"I’ve focused primarily on paid media in this article, as I’m mostly talking about creating landing pages for new net users, with no prior experience or (assumed) knowledge of the brand. This said, the principles are similar for other forms of campaigns, the content and focuses would just be adapted.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Why Landing Pages Are Important in eCommerce","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ultimately, landing pages should ideally be built for specific campaigns - these should be measured, tested, adapted, etc. and the goal is to create something that allows for optimal campaign performance for new users (in the case of this article). Lots of paid traffic is directed to PDPs, PLPs or a brand’s homepage - however, generally, these pages aren’t purpose built to achieve the overall objectives for prospecting campaigns, which are:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Introduce the brand","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Instill trust / show popularity etc","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Expose key selling points","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Introduce the product catalog ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Channel users to correct area of site / PDP","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Capture data or push users to next stage of the site","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Obviously this differs for certain types of brands, who could be more CRM-led or may have a single CTA (which does change things), but this is how I see it for an average brand.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"With this in mind, it’s really important to empower your team with the right tools to build our best-in-class landing pages - with some examples of products that can help including:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Built-in Page Builder (Shopify’s ","nodeType":"text"},{"data":{"uri":"https://twitter.com/shopify/status/1409922304738484229"},"content":[{"data":{},"marks":[],"value":"new Sections Everywhere offering","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", ","nodeType":"text"},{"data":{"uri":"https://magento.com/products/magento-commerce/page-builder"},"content":[{"data":{},"marks":[],"value":"Magento’s Page Builder","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", ","nodeType":"text"},{"data":{"uri":"https://www.salesforce.com/video/3620472/"},"content":[{"data":{},"marks":[],"value":"SFCC Page Builder","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" etc.)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://getshogun.com/page-builder"},"content":[{"data":{},"marks":[],"value":"ShogunCMS","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" (strong offering for Shopify and BigCommerce Stores)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://pagefly.io/"},"content":[{"data":{},"marks":[],"value":"PageFly","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.creatorbyzmags.com/"},"content":[{"data":{},"marks":[],"value":"ZMags","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.vev.design/"},"content":[{"data":{},"marks":[],"value":"Vev.design","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://webflow.com/"},"content":[{"data":{},"marks":[],"value":"WebFlow","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Various others - including headless CMS, Wordpress, Unbounce etc.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Best Practices for eCommerce Landing Pages ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Introduction to the brand","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you’re targeting a new customer, you really need to create a succinct, aspirational introduction to the brand / your offering / your story. This doesn’t need to be detailed, but it needs to highlight your value proposition, even if it’s just a message like “the world’s most exclusive backpacks, since 1902”.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Brand / Social Proof","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Although the need for this will differ depending on the brand (and this is also getting a bit samey), quotes from high profile publishers or authorities are a good way of instilling trust or elevating the brand / product. GQ and Vogue quotes are examples you see a lot.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Curated Product / Considered Navigation","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"A lot of brands send users to an “all” or “new in” PLP or the homepage - but I’m very pro creating curated landing pages that break out the catalog and show key product from a number of categories or collections. These would then ideally be introduced with text highlighting some of the key selling points or features. In addition to curating product, it’s also good to provide a clear route to key categories / sections of the website - just so users can very easily navigate to other areas. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Building a Marketplace on Shopify - Pros & Cons + Overall Suitability","slug":"building-a-marketplace-on-shopify-pros-cons-overall-suitability","description":"Over the last few years, the number of online marketplaces has increased considerably, due to various market changes and a number of high profile success stories. We’ve worked with a number of marketplaces over the years and, although it’s a great business model when done well, it’s a very complex area of eCommerce. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Marketplace Technology","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The technology of running a marketplace is also a huge discussion point - with lots of platforms offering some level of solution (be it native or alongside third parties), but very few are really nailing the native feature-set required (in part due to the usual need for customisation etc).  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Magento has been a go-to historically, with merchants choosing to either customise core parts of the platform or use a third party (such as ","nodeType":"text"},{"data":{"uri":"https://unirgy.com/umarketplace"},"content":[{"data":{},"marks":[],"value":"Unirgy’s solution","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"). The market leader overall is arguably ","nodeType":"text"},{"data":{"uri":"https://www.mirakl.com/"},"content":[{"data":{},"marks":[],"value":"Mirakl","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" (which manages the core aspects of running a marketplace), and this would work alongside an eCommerce platform (commonly paired with Magento or SAP CX, for example), but it’s costly and a big part does depend on the flexibility of the platform. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This said, one of the biggest questions we get asked when we’re talking to marketplace businesses is, “can we build on top of Shopify / Shopify Plus?” This is natural as Shopify’s eco-system is very appealing and the TCO and general simplicity of the platform also has some big pros. However, the rigid, locked-down nature of a B2C / brand-focused SaaS platform does result in a lot of compromise that needs to be considered.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So, with these points in mind, we decided to put together a piece on how Shopify can fit into this and where the pros and cons are. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Marketplace has long been a topic of discussion around Shopify. This is set to continue with Shopify’s ","nodeType":"text"},{"data":{"uri":"https://shop.app/"},"content":[{"data":{},"marks":[],"value":"Shop App","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" likely to be positioned as a global marketplace of independent Shopify stores to rival the likes of Amazon (one day). There are also lots of rumours around how this offering will eventually be rolled out as a marketplace platform offering - all of this following their ","nodeType":"text"},{"data":{"uri":"https://techcrunch.com/2019/05/23/shopify-quietly-acquired-handshake-an-e-commerce-platform-for-b2b-wholesale-purchasing"},"content":[{"data":{},"marks":[],"value":"acquisition of Handshake in 2019","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"But beyond that, we’ve had several discussions around using Shopify as the platform for multi-brand marketplaces in two different ways:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Successful brands with well established Shopify stores","nodeType":"text"},{"data":{},"marks":[],"value":", looking to introduce functionality to position and sell a range of other brands alongside (or secondary to) their own. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"New project concepts to create a single multibrand store","nodeType":"text"},{"data":{},"marks":[],"value":", as a marketplace in a niche vertical (e.g. vintage handbags or luxury watches).","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"The difference between the two types of projects do come with some different complexities and considerations, but I've documented some of the key approaches when deciding if Shopify is the right platform for a project, and how a solution could be architected. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Common Requirements for Marketplaces","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Firstly, let’s map out what some of the most common marketplace requirements are for a marketplace business, in either of the above forms. We’ve focused on the core / major areas and have left out other aspects around things like reporting, updating of data, management of the catalog, merchandising, search etc.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Administration and management of ‘sellers’","nodeType":"text"},{"data":{},"marks":[],"value":" - various levels of management of a ‘seller’ and how they’re positioned on-site and any other associated nuances for processes (e.g. batching of orders or different order management flows).","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Ability for ‘sellers’ to send updates to catalog data, assets etc. ","nodeType":"text"},{"data":{},"marks":[],"value":"This would usually be handled via a feed or CSV files and ideally a lot of this would be managed outside of Shopify, and product data would then be updated in a unified manner. More on this later on.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Flexibility around order management.","nodeType":"text"},{"data":{},"marks":[],"value":" This could be anything from a need to communicate the shipment timing of items from multiple sellers to different shipping options (such as click-and-collect, concierge delivery etc). Often this needs to allow for dropshipping situations where items will be despatched from multiple locations and delivered separately.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Sellers should have the ability to view and manage orders in real time. ","nodeType":"text"},{"data":{},"marks":[],"value":"This could well be managed via a feed or integration into a third party, but it’s a requirement that needs to be considered nonetheless.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Regular inventory / availability updates from the ‘Seller’,","nodeType":"text"},{"data":{},"marks":[],"value":" be it via a real-time feed, manual updates or imports.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Returns process that allows for assignment to ‘sellers’","nodeType":"text"},{"data":{},"marks":[],"value":" - providing the ‘Seller’ with a unique reference to receipt and a return reason - and the ability for them to validate or reject the return. This would be processed seamlessly and show in the customer's account as expected. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Reporting around sales, returns, availability, discounts etc by seller","nodeType":"text"},{"data":{},"marks":[],"value":" - more robust reporting would be required around things like commissions, profit margin etc - however this would usually be managed externally.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Ability to create complex conditional discounts / promotions","nodeType":"text"},{"data":{},"marks":[],"value":" that apply to specific sellers only.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Some marketplaces will want to have ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"flexibility around the merchant of record","nodeType":"text"},{"data":{},"marks":[],"value":" when taking the order.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"ordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Key Risks & Considerations with Shopify / Shopify Plus","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"With those requirements in mind, some of the main areas of risk or areas in need of consideration include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopify API Rate Limits","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"A large proportion of the requirements would likely be happening outside of Shopify but then making changes via APIs. Core seller functionality would happen outside of Shopify (e.g. seller management, product management, order management etc) simply because of Shopify’s limited account permissions. A major risk to factor in before considering any further detail around requirements is the Shopify API rate limits. At scale, this level of API usage for product and order data moving in and out of Shopify will eventually hit a hard-blocker in the 4 requests per second rate limit. Queuing and a considered architecture should be factored in from the off.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Spaghetti Code and Legacy Data","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"A number of requirements are technically possible, but it will make things messy for Admins (e.g. multiple dependencies and uses of scripts) and potentially risk degrading the shopping experience. While individually there may be straightforward solutions to each, a number of these requirements in combination could quickly cause spaghetti code and legacy data filling the store.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Tax Complications","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Tax is not the most flexible area of functionality within Shopify. There is the ability to include and exclude on a per product basis whether tax will be added onto the cost at Checkout, but otherwise tax logic (rules per region and displaying breakdown at Checkout) applies sitewide. We can introduce 3rd party tech to handle tax more dynamically but this could potentially be expensive. Any workarounds with tax will likely impact reporting also.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shipping Complexity","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopify also doesn’t natively offer enough flexibility for shipping to meet marketplace requirements. Sellers could select per product which predefined shipping rules should apply to them, but it would begin to add major complexity to allow Sellers to create their own shipping rules to be pushed into the store. It would add processes when removing Sellers, to identify and remove related shipping rules - and potential conflicts when multiple marketplace items are on a single order. Messaging and clarity to customers through the buying journey may also suffer. There are Apps that could be utilised to allow more dynamic options though if necessary.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Returns Complexity","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Returns is another area of potential risk based on requirements. Again, a 3rd party returns portal could be introduced - which in its most basic form could handle the Marketplace products as per any other product, but an Admin would manually reconcile anything with the Sellers upon a return. Introduction of a validation layer per Seller, plus comms to Admin and Customer, with automated reconciliation into different accounts would be a major piece of development work and again add major complexity.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Messaging and Notifications","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Messaging and notifications between Admin and Sellers is the other broader requirement discussed which could completely transform the whole shape of a project if it’s a must have. Platforms that might be integrated for Sellers to manage their products and orders won’t have messaging to this level out of the box, and more of an issue is that Shopify won’t have the functionality to trigger messages being sent at some of the necessary points. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This one is likely a significant amount of development work to get some form of messaging built between platforms, especially factoring in Customer to Seller messaging. If that isn’t key, something more stripped back like email flows or Slack notification integrations would simplify. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Other Risks and Considerations","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Other areas that need deeper consideration include international architecture, handling promotions or customer experiences around mixed carts. This will all have an impact on your requirements. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Top Level Approaches to Marketplace","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) Completely Manual Approach","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"This first option would be to implement a stripped back solution, where the effort is essentially absorbed by the admin team. This would work something like an approach taken by one of our clients; ","nodeType":"text"},{"data":{"uri":"https://eu.thefrankieshop.com/"},"content":[{"data":{},"marks":[],"value":"The Frankie Shop","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Sellers would send across their product details via CSV, which would all be inputted and merchandised onto the Shopify store by Admin. Any ongoing updates would be sent through separately, or via some agreed process - and the product would behave like any other product on the store - any commercial aspects would then be handled manually and separately. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Any product recommendations or upsells requested by Sellers could be added in this way, but overall the idea would be for Sellers to adhere to the store setup for things like Shipping, Tax, Promotions etc. This would be the quickest and simplest way to start selling other brand products on-site and could be fully searched, filtered and merchandised, but compromises on a large amount of the requirements beside that core functionality.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Pros:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Shortest lead time to get products selling in the store.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Little time and effort to prove the concept.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Can start with the ideal configuration from the Shopify point of view, and build out product and order management for Sellers from there.  ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Cons:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"All the effort is on store Admin, Sellers just provide data.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Lots of manual work ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"MVP and minimal flexibility for all parties","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Harder to scale as more sellers, channels or on-site complexities introduced","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Native Shopify App","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a few native Shopify Apps that can be considered, that provide full marketplace functionality. ","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/multi-vendor-marketplace"},"content":[{"data":{},"marks":[],"value":"Multi Vendor Marketplace","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" is potentially the most complete option, although ","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/io-marketcube"},"content":[{"data":{},"marks":[],"value":"Marketplace In A Box","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and ","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/jetti"},"content":[{"data":{},"marks":[],"value":"Jetti","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" may also be worth keeping in mind.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Multi Vendor Marketplace is an integration from a Shopify store to an interface outside of Shopify for Sellers to manage their products and orders, similar to how the custom solution would be architected (but more generic to suit the needs of a wider audience). This is a quick and easy option but with limited flexibility or reliability at such scale. The downside to this, over just doing it manually, is that the fundamentals in tagging rules and logic are already dictated for us, which could be a limitation when trying to scale.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Pros:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Short lead time to be selling marketplace products onsite. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Some form of product management for the Sellers, reducing the admin effort on store admin vs the manual approach. Retailers can track orders, apply to sell, and see commission on orders.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Cons:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Restricted and inflexible. The frontend appearance and interface to Sellers is restricted to the appearance and setup. It is not a high-end experience for Sellers to login and use.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Risk in terms of reliability and scale, these apps have good reviews but have not been used on stores at large scale and it'd be unknown how reliable it would be. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"International limitations again, and you would need separate app instances per store instance.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Suite of 3rd Party Tech","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The natural evolution of a completely manual setup would be the introduction of a range of 3rd party technologies to best perform individual jobs. A major one would be introducing a PIM system such as ","nodeType":"text"},{"data":{"uri":"https://www.akeneo.com/"},"content":[{"data":{},"marks":[],"value":"Akeneo","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or ","nodeType":"text"},{"data":{"uri":"https://pimberly.com/"},"content":[{"data":{},"marks":[],"value":"Pimberly","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" as an interface for Sellers to log into, and perform their required product management without such reliance on Store Admin. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The platform would allow for products to be created, updated and deleted by the Sellers themselves. Stock levels could be added to or edited by Sellers here. There is also the potential of using a connector to link up to a Seller’s ERP system, and keep stock levels automatically updated from their master. Further to this, a platform like ","nodeType":"text"},{"data":{"uri":"https://www.linnworks.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Linnworks","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" could handle the above plus allowing order management to be handled by the Sellers, and potentially for validating return requests in combination with a returns platform such as ","nodeType":"text"},{"data":{"uri":"https://www.zigzag.global/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"ZigZag","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", ","nodeType":"text"},{"data":{"uri":"https://corp.narvar.com/uk/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Narvar","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and ","nodeType":"text"},{"data":{"uri":"https://www.loopreturns.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Loop","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Key decisions would be how best shipping and tax rules can be handled and if that should be integrated into the Seller’s interface here - whether they would have the flexibility to create their own desired rules (which could create complexity and issues within Shopify) or whether they select from predefined options. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"sys":{"type":"Link","linkType":"Entry","id":"5w44aC9m31t7Boznp0ZAov"}},"companyEmailAddress":"hi@vervaunt.com"}}}}],"author":{"name":"Liam Quinn","image":{"name":"Liam Quinn","url":"//images.ctfassets.net/rsv5jnhanwkh/7LbNB1LeSf1hxEwD4OMvFf/ebf2e7ae8a72f2a48503d380d4ca2d11/Liam_Quinn.png"},"bio":"Liam joined Vervaunt as a Solution Architect in March 2020, bringing with him a wealth of Shopify Plus and general technical knowledge and experience. Liam has been working in eCommerce for over 8 years and previously managed the development team at a leading Shopify Plus partner agency. Liam is focused on architecting technical solutions and also has a background of being a full-stack developer."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920628212","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920628212","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920628212","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920628212","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920628212","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Shopify Unite 2021 - Takeaways from the Virtual Conference","slug":"shopify-unite-2021-key-takeaways","description":"Shopify Unite was hosted a few weeks ago now, and we’ve had time to digest the announcements and understand what sort of effects they’re going to have on our agency and the brands we work with. This year was certainly more development focused than previous conferences, but we still got some insight into Shopify’s roadmap and future functionality.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"I’ve dissected the areas of main interest, and how each of these might also affect merchants, projects and the ecosystem as a whole.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"App Development","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"App Revenue Share","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopify has scrapped the 20% revenue share costs for Shopify Apps up to the first $1m generated per year. Also past that point, the percentage cost has dropped to 15%. This should lead to more resources for app developers to improve the quality of Shopify Apps - particularly at the lower to mid end of the market.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Developer Console","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopify introduced the new “developer console” for easier testing throughout app development. Developing and testing apps in isolation of a genuine store environment was previously a clunky experience, especially without the ability to quickly see changes in real time. This new console should hopefully provide a much more robust environment optimised for developers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Webhook Events with Google Cloud","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google Cloud middleware has been introduced as a more native way to manage incoming webhooks and queuing API calls. As with some of these announcements, it’s quite a specific one that won’t interest the masses - however it is an indication that Shopify is putting a lot more focus on being a serious platform for developers to do more.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"App Store Ad Spaces","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"There’s soon to be evolution of the paid ad spaces on the Shopify App store to improve the customer experience and exploration of apps. Whilst ‘conversion ads’ will still exist, personalised sets of ‘awareness ads’ tailored towards what Shopify’s algorithm decides a merchant needs to see at that point in time, are going to be gradually included. This is another opportunity for the smaller apps to potentially get noticed, and for merchants to explore and discover new apps.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Theme Development","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"CLI & Theme Development Tools, with Github Integration","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is unfairly combining three (or so) separate announcements, each of which are really interesting for developers - but all bundle quite nicely into one sentence of “a new suite of theme development tools is now available to make theme development cleaner, easier and more efficient”. Some of the benefits that come from these tools that would be of more interest is:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The development time per task should be quicker and updates should be deployed to a site with less risk of issues cropping up.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"This should also eliminate an issue with the development of multiple tasks at the same time, which can be reasonably common. Often merchants may want to deploy some of tasks that have been tested and signed off, but due to complicated version control we have previously had to wait for all the development to be complete and deployed at the same time.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"This should allow the merchant to carry out minor tasks that currently risk being overwritten by the next development deployment due to version control setup (for example, adding a new app or updating tracking codes that sit in the theme).","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Dawn Starter Theme","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"For a number of years now (in fact for about as long as I can remember) ","nodeType":"text"},{"data":{"uri":"https://themes.shopify.com/themes/debut/styles/default"},"content":[{"data":{},"marks":[],"value":"Debut","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" has been the base theme that comes with a fresh version of Shopify. In the early days, this was often extended by a development agency as the base to their own custom theme. However, Debut has generally been redundant in more recent times and has been replaced by a base that is set up for the new architecture and ready for ‘Sections Everywhere’ - and is apparently ~35% faster then other themes out of the box. All merchants and brands should expect ","nodeType":"text"},{"data":{"uri":"https://shopify.dev/themes/tools/dawn"},"content":[{"data":{},"marks":[],"value":"Dawn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" to become the new base for custom themes imminently.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6CfipBeqRl6EvDrjo3eyYH","type":"Asset","createdAt":"2021-08-31T08:48:17.845Z","updatedAt":"2021-08-31T08:48:17.845Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"shopify-unite-2021-announcements-dawn-min","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6CfipBeqRl6EvDrjo3eyYH/f4b1213190917af2da0e17dc34329b40/shopify-unite-2021-announcements-dawn-min.jpeg","details":{"size":29631,"image":{"width":779,"height":374}},"fileName":"shopify-unite-2021-announcements-dawn-min.jpeg","contentType":"image/jpeg"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Source: ","nodeType":"text"},{"data":{"uri":"https://www.shopify.co.uk/partners/blog/shopify-unite-announcements-2021"},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Shopify","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[{"type":"italic"}],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Storefront API Updates","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"We should also expect a range of improvements to the data that is accessible via the Storefront API. This is an area where Shopify has been weaker than other platforms, particularly when it comes to implementing a headless approach, so this is a good step in the right direction to fix that. Included in the additions here are new capabilities around cart, international pricing, delivery methods, subscriptions, metafields and more.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Checkout Updates","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopify’s checkout has long been a double edged sword - whilst it has been proven to be best in class around UX and reliability, the complete lockdown of ability to customise has been a major pain.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"These announcements mean that as well as ongoing improvements around performance and scalability, the checkout will now be opened for; new app integrations and extensions, more styling options, splitting functionality for different stages of the checkout, a range of new APIs.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The post-purchase experience - currently completing payment and being redirected to the generic thank you page - will now be customisable, which will have a range of benefits from customer experience to more detailed tracking setups. Lastly, Shopify Scripts have been rebuilt to be more efficient and allow Merchants to update without the need for touching any code.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Hydrogen & Oxygen","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"It sounds like very early days for this combination of new products on Shopify, so this is more of a teaser than anything to expect to use in production in the coming weeks - but interesting nonetheless. These are essentially the bricks & the mortar to put together custom storefronts using React JS components. This is again a step towards making Headless approaches more feasible on Shopify.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Store Setup","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Online Store 2.0","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The announcement of Online Store 2.0 was arguably the biggest and most exciting thing to come out of Unite. The restructuring and rearchitecting of how fundamentals of stores work, in combination with customisations and themes, is a major change.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"RRrBRQV7CfOeU0JrkaN9K","type":"Asset","createdAt":"2021-08-31T08:49:17.605Z","updatedAt":"2021-08-31T08:49:17.605Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"shopify-unite-2021-announcements-online-store-min","description":"","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/RRrBRQV7CfOeU0JrkaN9K/036f8eb5c1da7d5ba9d86b508b72066a/shopify-unite-2021-announcements-online-store-min.jpeg","details":{"size":65034,"image":{"width":1215,"height":510}},"fileName":"shopify-unite-2021-announcements-online-store-min.jpeg","contentType":"image/jpeg"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Source: ","nodeType":"text"},{"data":{"uri":"https://www.shopify.co.uk/partners/blog/shopify-unite-announcements-2021"},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Shopify","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[{"type":"italic"}],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Amongst the points listed below, this means the long awaited Sections Everywhere has now become available - to build out rich content across the site using Sections on any template. Unfortunately, this is not just a feature that can just be switched on and used within minutes as hoped. It will take some major development to existing stores in order to use - and so any projects in planning or very early build stages may want to pause and consider this now.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Metafields","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Metafields are being improved to be more flexible in the data and formats that they can hold. Images & PDFs can now be used here cleanly. Managing metafields natively through the Shopify admin is long overdue, but these changes are the first step towards this being the case.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Managing Files and Assets","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Changes in the way files and assets are managed from Settings means these will now all be accessible via the APIs which means Apps and complex custom functionality has the potential to do more, or be built more cleanly if they require connection to file(s).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"My Opinions","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do we think these announcements could potentially shape the future of Shopify users and the ecosystem:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"These new changes are definitely beneficial for merchants being less restricted in what they can do, and restricted by how their theme has been built. Adding apps, managing content, complex offers, upsells etc will all increasingly require no development effort.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Longer term, I think these changes could see a significant change in the agency market - particularly for development agencies doing smaller theme builds. Input from agencies may become less essential, and simpler in terms of complexity. Agencies may focus time on making visual tweaks to a commercial theme. I could certainly see a world where the “Theme Store” becomes a “Sections Store” and the trajectory continues to move towards a Squarespace style ‘no code page builder’ for new merchants and the lower end of the market.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Meanwhile, the higher end of the market will still be in custom theme development - possibly with a bigger focus on the creative side (and advantage for creatively strong agencies) to create much more unique experiences. This is ultimately gearing up for headless builds to become the norm, and for Shopify to be a better option for this market than BigCommerce or some of the other API first platforms.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have any questions about the announcements from Shopify Unite, feel free to ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/quinny233/"},"content":[{"data":{},"marks":[],"value":"connect with me on LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or email me at 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.facebook.com/business/help/531965364451139"},"content":[{"data":{},"marks":[],"value":"Facebook’s Audience Insights tool is being removed from the platform in July 2021","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", and as a result many advertisers will see their main source for targeting inspiration disappear. It will be harder to build new prospecting audiences and find new customers for your eCommerce brand. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst Facebook is recommending a switch to Facebook Business Suite Insights where advertisers will be able to review and analyse metrics, it is worth making a note of other strategies for building out your prospecting audiences.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This update will make the process of setting up new audience groups for targeting more difficult and abstract. Luckily, there are many alternative approaches you can take when building out new customer targeting to ensure your paid social ads are reaching the right users and ultimately converting and driving additional revenue.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"1) GA Affinity and In-Market Audiences","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google Analytics houses a whole host of data from your site traffic that you can utilise to help create your audience targeting. Outside of the obvious age and gender data, using the in-market / affinity audience data can help us to understand exactly what our new customers look like.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can review the top revenue driving in-market or affinity audiences, and use this to target the related brands and interests within Facebook. This should give a similar audience to what you would previously have generated from the Audience Insights tool. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2) Referral Data","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Your site’s referral data in Google Analytics can also tell us a lot about the interests of your site’s users, as we can see the other sites that your users also visit. These sites can be used as targets within Facebook as well to help us understand their general interests and find new similar customers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3) Insights from Google Search and Shopping","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Using data from other channels such as Google Ads can give further insight into how to best reach your target audience. Search terms from Google Shopping can be especially useful - these can be relatively broad but give a good idea of how your target audience is searching. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Audience Insights data from Google Search can also be a good source of information, with the brands you are competing with in these auctions likely to be relevant interests to target. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"4) First Party Data","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ultimately, with the changes coming around third party tracking, first party data is going to become more and more valuable. Segmenting first party data into lists of the most valuable customers, or customers who engage most with your brands content, will allow you to generate lookalike lists to target. The users in these lists (in Facebook’s eyes) will be the most similar to your most valuable customers. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Surveying current customers can also help develop an understanding of how to build and expand your Facebook targeting - questioning customers on other brands they like, how they found your brand, other brands they would consider buying from etc. These questions can inform interests to target within Facebook. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are other areas where this data could be useful too, such as understanding which aspects and USPs of your products to push in messaging, or new products to launch. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"5) Let Facebook's Algorithm Do the Work","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Although ","nodeType":"text"},{"data":{"uri":"https://en-gb.facebook.com/business/news/insights/boost-liquidity-and-work-smarter-with-machine-learning"},"content":[{"data":{},"marks":[],"value":"Facebook’s liquidity approach","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" means we no longer have to narrow down targeting by interests, demographics, locations etc. - this is likely what will have led to the removal of the Audience Insights tool. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"With our clients, we have seen some of our strongest paid social performance for new users coming from targeting extremely broad audiences, potentially entire countries or even continents, and letting the algorithm feed off the huge amounts of data it can gather very quickly. The algorithm can then serve the right ads to the right people.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Letting Facebook’s algorithm do the work sounds scary and counter intuitive, but with the right strategies and the right amount of control, you can balance its machine learning with your brand knowledge.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Test Everything!","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In order to deliver the most efficient performance from Facebook, testing will be key as there is no ‘one size fits all’ approach that will work for all brands. Testing the above approaches will give an understanding of if Facebook’s liquidity approach can deliver efficient performance vs. using alternative data sources to build out more specific targeting. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once top-performing targets have been identified, these should be combined to ensure Facebook’s algorithm can combine as much data as possible - only splitting if ever needed to run different messaging per group etc.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have any questions about how to maximise your performance with Facebook’s algorithm, you can ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/tswwilson/"},"content":[{"data":{},"marks":[],"value":"contact me on LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or email me at tom@vervaunt.com.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"publishedOn":"2021-08-31T08:45:31.353Z","mainImage":{"name":"blog post 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Factors in the Amazon buyer’s decision making process","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As an Amazon user myself (who isn’t these days), there are three important factors I rely on to make a purchase:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Star rating and reviews","nodeType":"text"},{"data":{},"marks":[],"value":" - what experience have other customers had with this product and brand?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Discoverability","nodeType":"text"},{"data":{},"marks":[],"value":" - how easy is it to find the product I’m looking for? 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Make sure your listing is correctly named ","nodeType":"text"},{"data":{},"marks":[],"value":"- your product name needs to be clear, concise and include any important information such as colour, size and quantity. You need to maintain a balance of including all valuable specifications whilst avoiding keyword stuffing. Amazon has ","nodeType":"text"},{"data":{"uri":"https://sellercentral.amazon.co.uk/gp/help/external/YTR6SYGFA5E3EQC"},"content":[{"data":{},"marks":[],"value":"clear guidelines in place for product titles","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" which always need to be followed. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Make sure your listing is correctly priced","nodeType":"text"},{"data":{},"marks":[],"value":" - you need to make sure that you have priced your product correctly and that you have matched the right prices to your quantities. This can be an easy mistake to make if you have little to no experience on the Amazon platform.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Make sure your listing has a product description","nodeType":"text"},{"data":{},"marks":[],"value":" - your product description should include an overview of your product and cover all major specifications (colour, size, weight etc.) but also cover the key benefits of your product. This is a good opportunity to add relevant keywords to optimise your organic listing. 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst using automatic campaigns, you should make sure to add mined keywords as negatives so entirely new terms are being generated. If you already have Amazon campaigns running, adding every keyword within the account as an exact negative can be useful.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Sponsored Display","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Sponsored Display campaigns are useful at driving brand awareness, which can be effective during a new product launch. If you already have a strong presence on Amazon, an easy way to generate volume through this channel would be to use any top sellers within your new products’ category. 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","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As with most paid media platforms, you can use both brand terms and product focused terms to drive traffic to your products. If you do have a strong brand name and presence, you can use exact match keywords for SPA and SB as a vessel to push a new product.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Remarketing","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Finally, once you’ve delivered a range of ads to drive traffic and buyers to your product listing, you can take advantage of remarketing ads. These ads can be highly effective at driving sales with high conversion rates at low cost. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can retarget product views of your new product for those who did not buy, giving them another opportunity to review the product and make a purchase. You can also use remarketing lists to capture existing customers who may need a second purchase, depending on your product and brand. \n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Selling on Amazon","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Amazon’s platform can be a huge opportunity for many brands, but knowing the ins and outs of the guidelines and targeting options can be challenging. You may need a ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/amazon-advertising"},"content":[{"data":{},"marks":[],"value":"paid media partner","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" to help you understand the platform and guide your strategy.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have any questions about selling on Amazon, you can ","nodeType":"text"},{"data":{"uri":"https://www.linkedin.com/in/freddie-ransom-242702168/"},"content":[{"data":{},"marks":[],"value":"contact me on LinkedIn","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" for a chat or send me an email at freddie@vervaunt.com. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"publishedOn":"2021-06-23T09:18:55.265Z","mainImage":{"name":"blog post graphic2","url":"//images.ctfassets.net/rsv5jnhanwkh/7vGbcCDoSFtcLdTqlaijua/290462dfc9df5d64ab1b6dbd31abf01c/blog_post_graphic2.jpg"},"author":{"name":"Freddie Ransom","image":{"name":"Freddie Ransom 2021","url":"//images.ctfassets.net/rsv5jnhanwkh/3CuSn3LYNIwUMwhtTLG2QC/39d3e933ec792b5731c56bf458204785/1-18_Freddie_Ransom-min.png"},"bio":"Freddie joined Vervaunt in December 2020. Previously worked for a large media agency on a number of large accounts. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Creating Combined Reports for Multiple Shopify Stores Using Google Data Studio","slug":"multiple-shopify-stores-reporting","description":"As some of you may or may not know, Google data studio is Google's free data visualisation platform. You can use a selection of prebuilt dashboards to help visualise data from places like Google Ads, Search Console and Google Sheets without any third party integrations, as well as creating more bespoke reports from a variety of data sources. Google Data Studio is brilliant for scenarios like this where we want to take multiple sources of data and report in a simple, digestible way.\n","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Today I’m going to be looking at how we can use ","nodeType":"text"},{"data":{"uri":"https://www.google.com/url?q=https://supermetrics.com/&sa=D&source=editors&ust=1620296703272000&usg=AOvVaw3RGMqc5x_9gFL0v4eiAZ-J"},"content":[{"data":{},"marks":[],"value":"Supermetrics","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" (a very simple, marketing-focused integration solution) to create a report for a client that has multiple Shopify Plus stores and has a need to create a combined dashboard to use internally.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of Shopify’s biggest known limitations is their lack of a multi-store architecture (instead using completely independent stores), presenting challenges around a number of key areas, including reporting. Although a lot of our clients would use BI tools or have their own dashboards built out of data warehouses or other business systems, there’s often a need from some clients to get a simple, digestible combined view of reports quickly and easily - which is where this solution comes in.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Although we’re focusing on sales data primarily here, in the actual report we’ve created we’ve actually used much broader metrics and dimensions, including data from Google Analytics and various reports around product performance. You can do a lot with Google Data Studio to help simplify reporting and reduce manual efforts - if you have any questions, feel free to just ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/contact"},"content":[{"data":{},"marks":[],"value":"reach out to us","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Working with two separate stores with independent currencies does present some challenges around reporting when it comes to relaying accurate sales revenue when converted to the localised currency. To create the currency conversion we are going to be using Google Sheets with a few formulas. If we are working with Euros and USD we want the USD to EUR conversion rate.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We can use a super helpful formula in Google Sheets called Google Finance and we then want to get the USD to euro conversion. In the example below I’ve added in a cell for today and I am then getting data from the start of 2021 up until today so that in Google Data Studio I've got the most recent conversion rate as well as historic conversion rate. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1ymTt4DApCIM8nW8RC63Jg","type":"Asset","createdAt":"2021-05-06T10:26:01.960Z","updatedAt":"2021-05-06T10:26:01.960Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Data Studio - Conversion Rate Formula","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1ymTt4DApCIM8nW8RC63Jg/111111956d06b24c390fbaadab528ae4/image1.png","details":{"size":14486,"image":{"width":748,"height":89}},"fileName":"image1.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Now I’ve got my conversion rate in a Google Sheet. I'm going to head into Google Data studio and set up my data sources. First I want to add in my conversion rate sheet.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7vGiUBAE16QNsGUMqys7TN","type":"Asset","createdAt":"2021-05-06T10:27:44.052Z","updatedAt":"2021-05-06T10:27:44.052Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Conversion Rate - Sheet","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/7vGiUBAE16QNsGUMqys7TN/7c8527202b5c821748d86427cc24508f/image2.png","details":{"size":23907,"image":{"width":1129,"height":254}},"fileName":"image2.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"272H9jymQ49gp8OVBBnFaF","type":"Asset","createdAt":"2021-05-06T10:29:44.121Z","updatedAt":"2021-05-06T10:29:44.121Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Conversion Rate - Sheet Data Sources","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/272H9jymQ49gp8OVBBnFaF/192bf04375ed3df1621d0bcbfc6703b5/image3.png","details":{"size":21242,"image":{"width":755,"height":451}},"fileName":"image3.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once we’ve added this in we need to into the data source and change the name of “close” to “USD vs EUR”.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2JejwHaoY29ghSixVZvrX0","type":"Asset","createdAt":"2021-05-06T10:30:43.703Z","updatedAt":"2021-05-06T10:30:43.703Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Dimensions for Data Studio Blending","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/2JejwHaoY29ghSixVZvrX0/b0cbbcb9a1e3d6213d32e0b488fbb4b2/image5.png","details":{"size":26820,"image":{"width":937,"height":295}},"fileName":"image5.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"This will help us in future when we are blending data sources.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"When it comes to Shopify and Supermetrics, the client we’re working on in this instance has one store in EMEA and one in the USA. I used the Supermetrics integration for Shopify to add in three different data sets, one with both stores data and then each stores data individually.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The reason I’ve done it this way is to allow me to use a drop down box on the main page of the report to give the client the ability to switch between overall store data and individual store data.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The individual store integrations are used to create the total revenue as well as summary pages on the dashboard for each store.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"To create a scorecard with an accurate revenue reading based in USD, create a blended data source that contains; revenue from the EU store, total sales from the EU store and the join key is the date. 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It may be sheer coincidence, or a change in the types of brands now making the move to Shopify - but there has been a noticeable growth towards a multi-platform strategy. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"The increasing demand for Shopify-powered native apps","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The use cases we have been involved with or have spoken with recently, vary quite significantly. Ranging from a completely new build native mobile application to creating a niche marketplace and looking to use Shopify as the underlying ecommerce engine - to an established brand on Shopify with a large inventory and loyal customer base, looking to extend their offering and drive a retention strategy through an app. And somewhere in between, a widely used health & fitness product looking to integrate Shopify into their existing mobile application, to grow subscription plan options and initial purchase & registration.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Despite these three examples being completely different on the face of it, there are commonalities which made all three viable for looking at mobile app functionality. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"The benefits of developing a mobile app","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The fundamental benefit that linked all three was increased engagement. Via ongoing interaction between merchant & customer, and/or building up an engaging community. If there is an established loyal community around the brand (or a good opportunity to create one) and the ability to grow attention beyond the point of simply looking to buy - then it could be a good opportunity. A good example of this would be something like [Discogs], where selling vinyl is almost secondary functionality alongside the community discussing & discovering new products. Another one being, if ongoing interaction between the brand and the customer is key such as the [Joe Wicks Bodycoach] style checking-in throughout the 90 days following the subscription, being part of the overall product.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"I have been involved in plenty of discussions over time that ultimately ended in strongly recommending against the app route. Simply recreating the webstore as an app with no additional purpose behind it will usually result in wasted budget, there needs to be an additional hook in order to get customers onto and using the app. The idea should be to extend their interaction with the brand, not simply replace the platform where their attention is. Elements like push notifications or native performance are big positives, but these alone are rarely enough for it to be a worthwhile investment. But the push in building communities around brands, combined with more options becoming available to get a mobile app presence to market, means it is a conversation that is increasingly worth having. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"How a native app would work with your Shopify Plus store","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The key to any successful solution of integrating your Shopify store into a mobile application is the API suite. Everything from account logins, displaying the product range, adding to cart etc would all be handled via a set of API connections to your store (or stores, multi-store architecture needs to be really considered here). This is very much not Shopify-specific, the same solutions could be achieved with integrations to other eCommerce platforms. However this seems to be much more common on Shopify stores because the ecosystem of apps and integrators are much better placed, the documentation is by far the most accessible and usable, and the available SDKs meaning some of the groundwork is already in place.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Different strategies / approaches to optimising mobile customer experience","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a few different approaches that could be considered, depending on requirements and budget. The following are some of the options we’ve used and would recommend looking into, and the scenarios in which it would be suitable: ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Shop App","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7c75ptNq7Wtk1MuhXPc8yv","type":"Asset","createdAt":"2021-04-11T15:08:37.142Z","updatedAt":"2021-04-11T15:08:37.142Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Shop App","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/7c75ptNq7Wtk1MuhXPc8yv/44dde80e4250552c411a816f8f28b71f/image7.png","details":{"size":683864,"image":{"width":1999,"height":1045}},"fileName":"image7.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"OK this one isn’t the most exciting for the first recommendation, but it is worth having a place in the conversation. Before any budget allocation goes into selling from mobiles natively, it is worth being clear on what your Shopify subscription entitles you to, out of the box. If the aim is simply to be selling products in more places, more conveniently - then this could be a good starting point and the role and value of Shop is likely to increase over time. It’s as straightforward as enabling the functionality from your Shopify admin and apparently has seen conversion rates increase by 18% for returning customers to a business.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"rHHg3QB6B1wZlh5cS6qjX","type":"Asset","createdAt":"2021-04-11T15:09:20.841Z","updatedAt":"2021-04-11T15:09:20.841Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Shops you follow","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/rHHg3QB6B1wZlh5cS6qjX/bbce52763f2e30349893bdb8b3407366/image2.png","details":{"size":1626587,"image":{"width":828,"height":1792}},"fileName":"image2.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"For next to no effort, your store will be listed on what is essentially a shoppable directory of brands - currently installed by > 16 million users. This will provide your customers a streamlined buying journey and accelerated checkout experience. It’s also potentially a great way to be discovered by people who aren’t your customers yet. The final thing to note is that this was only released May 2020, so is currently still in its infancy. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This was unveiled to great fanfare by Shopify, so will continue to add new features and functionality on what is very likely to be a roadmap to something much bigger than its current state. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Tapcart","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"27qMcoJBZA9Uho8lW5UFT6","type":"Asset","createdAt":"2021-04-11T15:10:16.007Z","updatedAt":"2021-04-11T15:10:16.007Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"TapCart - Home","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/27qMcoJBZA9Uho8lW5UFT6/ed27b2ad142197bf4be27ee3415ef9a7/image3.png","details":{"size":449078,"image":{"width":1999,"height":1041}},"fileName":"image3.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The next suggestion is a solution we’ve been working on with a client to implement, and to push it’s limits with the aim of achieving a best-in-class example of the product. Tapcart is a Shopify App that combines pagebuilder functionality with API’s into your store & third parties, to create a Native Mobile App for your brand. If your objective is increased brand recognition and visibility, then you’ll likely need the ability to be listed on the Apple & Google Play stores which is the major benefit here. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can also incorporate the brand moreso than your Shop App instance would, with the pagebuilder allowing for richer content throughout the browsing experience. Further to this, integrations into a lot of your shopify apps or third party services mean things like Shoppable Instagram Feeds, product reviews and live chat can be connected. Similarly important aspects like your merchandised search results, configured filtering, subscription or loyalty schemes can all connect via Integrations with: Yotpo, Nosto, Algolia, ReCharge, Klaviyo and others [","nodeType":"text"},{"data":{"uri":"https://tapcart.com/integrations"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"https://tapcart.com/integrations","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"].","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6nQUEKPfRKvec0fhaBcEMn","type":"Asset","createdAt":"2021-04-11T15:04:33.078Z","updatedAt":"2021-04-11T15:04:33.079Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"The Bottle Club - TapCart","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6nQUEKPfRKvec0fhaBcEMn/62f250f03dceefa621790ee6970c2cb4/image6.png","details":{"size":2181501,"image":{"width":828,"height":1792}},"fileName":"image6.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"The downside to Tapcart is that again it is relatively new, so not all of your web stores integrations will be available to use within the app. Without careful consideration you could end up being subscribed to multiple Shopify apps that are doing the same job, on different platforms. It’s also a bit rigid in the way it looks, in terms of navigation and collection browsing. However, there is a lot on the roadmap for Tapcart including an SDK later in the year opening up the API’s, which will bring with it a lot more flexibility. In the right context this is a very good option, and we’ve been seeing impressive results consistently.\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A couple of good examples are…","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.fashionnova.com"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"https://www.fashionnova.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.thebottleclub.com"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"https://www.thebottleclub.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"PWA","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"QFz3ZlMFOgeKvOSwPha1P","type":"Asset","createdAt":"2021-04-11T15:02:18.167Z","updatedAt":"2021-04-11T15:02:18.167Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Lancome - Mobile UX","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/QFz3ZlMFOgeKvOSwPha1P/afad1be06afc4341965244ac48d6003a/image1.jpg","details":{"size":76480,"image":{"width":828,"height":1649}},"fileName":"image1.jpg","contentType":"image/jpeg"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"In order of complexity, considering a PWA (Progressive Web App) would be the next option. Behind the scenes this is still a browser based website, however utilising the latest technologies and ongoing improvements in browsers it allows some of the best native mobile app functionality to be employed. \n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Given the above, that it is an advancement of browser based functionality rather than existing as a software application - a PWA will not be listed on the Apple / Google app stores. This can often be taken as a positive or a negative point, depending on the context of the project. There is less overhead of changing requirements or maintenance to be listed in the app stores, however it means your brand is not discoverable by users browsing there. Instead, website visitors would use a call to action to save the PWA to their mobile device - and it’ll be listed with an icon like any other app. Aside from that point, using a PWA you should be able to achieve a flexible user experience depending on the implementation, plus native load speeds, push notifications and offline usage. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A progressive web app project often goes hand-in-hand with a Headless site build (something I mentioned previously HERE https://vervaunt.com/pros-and-cons-of-headless-shopify-plus) - but this doesn’t have to be the case. With a standard Shopify build, there are still some good options to consider in order to achieve this. Again the best option will depend on the details and context of the project - and ultimately budget - but it is worth looking into the likes of [NACELLE][AMPIFY ME][litefy-pwa] in more depth.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can test the following examples by opening the site on Safari mobile and selecting “Add to Home Screen” from the bottom toolbar. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"3q6aNPSJKSl25EbbEY8hxz","type":"Asset","createdAt":"2021-04-11T15:06:48.182Z","updatedAt":"2021-04-11T15:06:48.182Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Lancome - Add to Home Screen","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/3q6aNPSJKSl25EbbEY8hxz/3f3b65b9a4a02e0efa293845e11d538f/image5.png","details":{"size":1151375,"image":{"width":828,"height":1792}},"fileName":"image5.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some examples will use popups or call to actions onsite when detecting a mobile device to push users to save to homescreen. A couple of good examples of effective PWA’s (not Shopify in these cases) are:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.lancome-usa.com"},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"https://www.lancome-usa.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[{"type":"bold"}],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://rootedobjects.com"},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"https://rootedobjects.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[{"type":"bold"}],"value":" ","nodeType":"text"},{"data":{},"marks":[],"value":"\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Build Custom Native App","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5ElaERweq3bx68gaL49Lgq","type":"Asset","createdAt":"2021-04-11T15:07:49.143Z","updatedAt":"2021-04-11T15:07:49.143Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Blue Fuel - App Store","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5ElaERweq3bx68gaL49Lgq/bcf8edf55dea86f8bb3a1bfbbd73abcc/image4.jpg","details":{"size":87271,"image":{"width":828,"height":1707}},"fileName":"image4.jpg","contentType":"image/jpeg"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"If all of these previous options contain too much compromise, then the final consideration would be to develop a bespoke native mobile app. As long as listing on the app stores is seen as a positive aspect for the project, this selection will take the best part of each of the above - being discoverable, flexible in exactly the experience that can be achieved, performant and with the full functionality set of being native. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopify has a Storefront API SDK for both iOS and Android, which is the core framework that may be used to build an app around - for API access to interact with your store and then checkout via Apple Pay, Google Pay or Credit Card. This route would undoubtedly require a bigger upfront cost than each of the others, and more time & resources to manage the bigger project. But it could achieve exactly your unique requirements, including any complexity or business logic that makes the store unsuitable for out of the box solutions. It would also mean you completely own the end product, a piece of IP that isn’t doesn’t vanish if a third-party shuts down. However, Shopify is by nature quite the opposite of this so having made that platform decision, this one may well be less critical too.  Examples:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.greats.com/"},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"underline"}],"value":"https://www.greats.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://www.bluefuel.com"},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"underline"}],"value":"https://www.bluefuel.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[{"type":"italic"}],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you’re considering the available options for taking your brand from Shopify to a native mobile experience, or looking at how best to improve your mobile offering, then feel free to email ","nodeType":"text"},{"data":{"uri":"mailto:Liam@vervaunt.com"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Liam@vervaunt.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" for any advice on the above. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"publishedOn":"2021-04-12T11:16:18.673Z","mainImage":{"name":"TapCart - 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V 2020 Logo","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6s4xFi28KVaEJy9klXGCLM/bb1f8bb11d05c80bc665cb04606be83c/icon_vervaunt_2020_white_green.svg","details":{"size":1899,"image":{"width":229,"height":311}},"fileName":"icon_vervaunt_2020_white_green.svg","contentType":"image/svg+xml"}}},"twitterLink":"https://twitter.com/vervaunt","instagramLink":"https://instagram.com/vervaunt","linkedinLink":"https://www.linkedin.com/company/crimson-fox","copyrightText":"© 2021 Vervaunt. 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Liam is focused on architecting technical solutions and also has a background of being a full-stack developer."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920629357","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920629357","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920629357","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920629357","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920629357","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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While industries across the board have adapted and innovated at different speeds to help tackle climate change, only in recent years have significant efforts been translated into ecommerce strategies. The last year’s COVID disruption has at the same time scaled up the dependence on ecommerce, while highlighting the impact that doing things differently can have on the environment. The underlying message from the last year has been confirmation that retail can’t and won’t go back to exactly how it has always been. On top of that, the importance of businesses pushing to be sustainable, and for their brand/products/customers to be a part of that change has certainly become more of a trend - and hopefully one which continues to grow. 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Nice example of that being used here. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Similarly to the above, builders/configurators that allow products to be customised to the buyers specific requirements are a great growing trend. The Tropic Palette Builder looks great and is super simple to use to fill with exactly the products you want.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Refillable trays (reusable element throughout) One of the sustainable themes for this brand is the reusability offered across products. 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I don’t go anywhere without mine, and it’s lasted ages, so I feel like I'm doing my bit everyday. Previously a Shopify Headless build, before switching to use CommerceLayer - there is a strong tech stack behind this store and it really shows. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What they do well","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The bottle customiser has long been one of if not my favourite example of a product builder. Really clear & easy to use, looks beautiful and works perfectly smoothly. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Brand positioning Chillys stood out and became everyone’s favourite water bottles because of the cool brand positioning and colour. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Creating Bundles & Product Builders with Shopify & Shopify Plus - The Definitive Guide","slug":"shopify-plus-bundles-definitive-guide","description":"In this definitive guide Technical Ecommerce Consultant, Liam Quinn, demonstrates how businesses can create product bundles within Shopify, whilst simultaneously highlighting the platform's limitations.","content":{"nodeType":"document","data":{},"content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"One feature within ecommerce that has always been pretty common, but which has been becoming an even bigger trend with more complex implementations is the topic of bundling. In recent years, discussions around bundling often evolve to also incorporate the idea of builders. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Shopify has many positives, but it does have weak areas and one of those is the native ability for bundling. This can be a huge source of frustration when trying to achieve objectives in the desired way, especially so when other platforms, such as Magento or BigCommerce, have really considered and flexible offerings straight out of the box. We have done a lot of work on a re-platforming project with a client recently who began the requirements gathering process as big fans of Shopify. But with bundling & product customisation such a major part of their business model, the amount of development effort and unknown to get the desired results on Shopify didn’t make sense - and so it was ruled out as a suitable platform for that project.","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Before digging into the specifics of what is achievable on Shopify and how, this is an overview of what the definitions of Bundles & Builders are through this guide:","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Bundles","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Grouping a fixed set of existing products, multiple SKUs but often sold together as one single product or order line, usually at a set discounted cost.","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Example:","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":" ","marks":[],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"https://www.boroughkitchen.com","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://www.boroughkitchen.com/"}},{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"embedded-asset-block","content":[],"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1KpLSZhVHlEeGwzXJ0v1Db","type":"Asset","createdAt":"2021-01-17T10:44:04.299Z","updatedAt":"2021-01-17T10:44:04.299Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Borough Kitchen Bundles","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1KpLSZhVHlEeGwzXJ0v1Db/5e0e7c0f890406de3ebe824505c6d0a9/Borough-kitchen-bundles.png","details":{"size":833153,"image":{"width":1600,"height":654}},"fileName":"Borough-kitchen-bundles.png","contentType":"image/png"}}}}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Builders","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"     ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Offering customer interaction to select and configure from a range of products or options, sold together as one SKU. This is perceived as (or genuinely is) unique to that customer. Pricing or Discounts are calculated based on the selections made by that customer.","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Examples: ","marks":[{"type":"italic"}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"https://niococktails.co.uk","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://niococktails.co.uk"}},{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"https://fentonand.co/collections","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://fentonand.co/collections"}},{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"embedded-asset-block","content":[],"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"56MP6d8ZYE0cuiHrWWf2oj","type":"Asset","createdAt":"2021-01-17T10:45:48.735Z","updatedAt":"2021-01-17T10:45:48.735Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Nio Cocktails","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/56MP6d8ZYE0cuiHrWWf2oj/cb1248183eff3d7a1ab3673837f0aaf6/Nio_Cocktails.png","details":{"size":37966,"image":{"width":512,"height":238}},"fileName":"Nio Cocktails.png","contentType":"image/png"}}}}},{"nodeType":"embedded-asset-block","content":[],"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5dC7nDfkkW7fNEjyXeCAnK","type":"Asset","createdAt":"2021-01-17T10:54:12.698Z","updatedAt":"2021-01-17T10:54:12.698Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Fenton Builders","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5dC7nDfkkW7fNEjyXeCAnK/2019550fefa946aebd0e8affae01b1fc/Fenton-builders.png","details":{"size":350589,"image":{"width":1600,"height":1035}},"fileName":"Fenton-builders.png","contentType":"image/png"}}}}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Arguably the most important factor to consider before getting to the frontend experience, is how the bundle/builder orders coming into Shopify need to be structured - particularly to reflect changing inventory levels. This is critical at a larger scale, for example when connected to an ERP or if there is a complex setup with a multistore approach that shares inventory sources. Some important backend considerations are:","marks":[],"data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Does each bundle have a ringfenced inventory of its component products (The products within it), so that it becomes a standard product in itself with a stock level? If these stock levels have been ringfenced - are the products within the bundle simple or do they have variant options? If the products within the bundle have variants, it’s likely this is not the right approach. However, it could still be configured successfully if the total number of variants stays within Shopify's maximum limitations of 100 variants and up to 3 options. ","marks":[],"data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Do component products need to maintain their stock levels (eg a single inventory number whether sold singularly or within the bundle)? ","marks":[],"data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":" If so, is there integration into ERP, and is this inventory level shared across any other channels too - such as eBay/Amazon being fulfilled from the same stock? ","marks":[],"data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"At what point are these values updated and is there any risk of sync issues within orders - for example does the stock level need to update within Shopify or within the ERP and then feeds back to Shopify.","marks":[],"data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"If the inventory is shared, then how should an OOS component products be handled? Is the whole bundle unavailable (if so, make sure to implement the ability for back in stock notification to the customer). Or can alternative products dynamically be slotted into this bundle to maintain its availability until that item is back in stock. The answer to this might be different depending on the context of the business and what is being sold. ","marks":[],"data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Based on all of these considerations, there should now be a decision of how these bundles are most suited to being setup in the backend of Shopify - either as a simple product, a product with variants for bundle options, or a group of individual products that are pulled into the frontend and configured as a single line item. With that confirmed, we can explore how best to render on the frontend. There are a few different routes to consider for this:","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Extra Functionality from existing 3rd Party tech","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Depending on the tech already powering the store(s), it could be a feasible option to extend some functionality from 3rd parties that are already in use. For example, if personalisation or product recommendations are already being delivered via Nosto or Rebuy, they can also power the bundling aspect. This could minimise the impact on performance compared to introducing new Apps, reducing the amount of new javascript & bloat being added to the codebase. On average they come in at a higher cost than some bundle only Shopify Apps, but if they are in budget - both of these examples deliver really strong implementations. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Example using Nosto:","marks":[{"type":"italic"}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"https://modli.co","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://modli.co"}},{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"embedded-asset-block","content":[],"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"54WjGLzavWTSFU7PB3ddd7","type":"Asset","createdAt":"2021-01-17T13:21:40.127Z","updatedAt":"2021-01-17T13:21:40.127Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Modii","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/54WjGLzavWTSFU7PB3ddd7/0ac849c93b6a927c6020f720e654c0df/Modii.png","details":{"size":162469,"image":{"width":461,"height":512}},"fileName":"Modii.png","contentType":"image/png"}}}}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The functional benefits of implementing this way are that they can be intelligently dynamic, utilising the same logic behind product recommendations. So handling Out Of Stock items within a bundle is not an issue, and can be dynamically replaced with a relevant alternative. There also would be no concern around whether the line items within a bundle were simple products or had variants.\n","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Extra Functionality from existing ERP","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"As already touched on, if an ERP system exists within the store architecture then this needs consideration when it comes to inventory management. However, there is opportunity (depending on the ERP) to utilise it for some of the complicated logic around inventory management. For example, ","marks":[],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"Brightpearl","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://www.brightpearl.com/"}},{"nodeType":"text","value":" has the concept of Bundles & Assemblies, and ","marks":[],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"Veeqo","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://www.veeqo.com/"}},{"nodeType":"text","value":" has a really simple piece of functionality across all pricing plans, which is called Product Kits. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Using this, you can create a single SKU which from a user journey perspective behaves exactly as a single product typically would - but could have content & imagery focused on all the component parts within it. It is sold as a single line item to the user; and then when this sale gets pushed into Veeqo it has stored all of the ‘component SKUs’ so deducts inventory from each of them individually before pushing these new stock levels back into Shopify. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"So as an example, a store selling kitchen utensils might have a range of 10 products - Chopping Board, Peeler, Grater, Ladle etc - which all have a set inventory level and are each sold onsite. An “Ultimate 10 utensil bundle” product could be created with its own SKU and list of 10 ‘component SKUs’ within Veeqo. This would be displayed onsite and added to cart as a single line item. When this SKU was pushed back into Veeqo as part of an order, it would subtract relevant quantity from each of the component parts, and those updated stock levels would all be pushed back into Shopify.     ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[],"data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Bundling Shopify Apps","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A search for the answer on the Shopify App store results in an overwhelming amount of potential options. Some of the key considerations to have in mind before installing an app for this solution are as follows:","marks":[],"data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"They will generally be the cheapest way of finding a solution to this issue, in some cases a lot cheaper than the alternative approaches of custom development. There are some pricing models in there to be wary of, based around your Shopify plan or volume of orders which are likely to change over time. Also bear in mind these costs tend to be per store, if you are on a multistore setup. But the cost saving against custom development could be substantial. ","marks":[],"data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"As always with installing apps directly from the app store, there will be an impact on performance which won’t become clear until after it has been configured and in use. Even on a development store it may go unnoticed because of a lack of traffic.","marks":[],"data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Bundle can be quite a blanket term, and a significant number of the results were essentially just upsells on a PDP - eg when buying a football shirt, you could upsell in a single click to also get the shorts & socks for a discounted price.","marks":[],"data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"For this reason, the initial step of defining exactly how the bundling functionality needs to go through to the backend of Shopify is crucial. It is easy to get lost down the rabbithole of Apps, trying to make your requirements fit what an app can deliver rather than having a clear scope and finding the right solution to achieve it. How they handle Out Of Stock, if they’re working with simple products/variants or if they are added to cart as a single SKU or set of SKUs are unlikely to be configurable so ensure they tick all boxes. ","marks":[],"data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Depending on which app ticks those boxes, it will be 50/50 how flexible the design & layout will be from a frontend point of view - it may be the case that the look & feel is completely restricted to how the app provides.    ","marks":[],"data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The end result is that there are some good options, if they function in the way you require. There is unlikely to be flexibility in functionality so research and due diligence is important here. Ensure the key criteria are technically achievable and look for working examples of the app in use on other sites. If these boxes are ticked for your requirements, this will be the most cost effective solution available. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In terms of recommendations here, it really depends on what’s required but ","marks":[],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"Bundles","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://apps.shopify.com/bundles"}},{"nodeType":"text","value":" or ","marks":[],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"Bundle Products & Discounts","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://apps.shopify.com/bundle-products-by-thimatic"}},{"nodeType":"text","value":" are a good place to start - but Bold Apps have a couple of options that can be used individually or in combination ","marks":[],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"Product Bundles","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://apps.shopify.com/product-bundles"}},{"nodeType":"text","value":" and ","marks":[],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"Product Options","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://apps.shopify.com/product-options"}},{"nodeType":"text","value":", and have a really good CS and tech support team that can help make sure implementation goes as planned. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Example: ","marks":[{"type":"italic"}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"https://www.werchristmas.co.uk","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://www.werchristmas.co.uk"}},{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"embedded-asset-block","content":[],"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5i3XqsjFPg4IgCEo7XPvcb","type":"Asset","createdAt":"2021-01-17T13:40:43.879Z","updatedAt":"2021-01-17T13:40:43.879Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Werchristmas","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5i3XqsjFPg4IgCEo7XPvcb/7ec5a1aa0dd1e7c6e56c342e48e1ab68/Werchristmas.png","details":{"size":47899,"image":{"width":512,"height":216}},"fileName":"Werchristmas.png","contentType":"image/png"}}}}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Custom Development - Bundles","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"If none of the options outlined so far meet your requirements, then developing into the theme bespoke to your project may be the best way to go - so that the functionality and user experience are both tailored specifically to what's needed. Depending on the technical spec, this isn’t always a huge effort (although for clarity it certainly can be) and the end result should be that the implementation is flexible enough to be reused across the site for different bundles.","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Technical Approach","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"When your bundle is acting as a single product - has its own ringfenced stock level and single SKU - this won’t be a major effort. The focus is completely on user experience and how it’s presented on the frontend. An alternate PDP template could be created (eg ‘product_bundle.liquid’) and applied to the relevant Product within Shopify, which might have less prominence on just a single image - and more real estate given to the description or Tags that contain the key USPs of the bundle. Using Tags it could be added as a snippet to relevant product pages and displayed as an upsell. Price savings can be displayed to the user pretty flexibly because it will just be using the standard price/was-price fields rather than anything being dynamically calculated.","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"When your bundle is required to track inventory across component products, there will be more effort involved in the functional logic. To display the bundle on the frontend, Liquid code within the template will need to pull in each of the products individually (usually via Tagging desired product ID/handle). These products can then be presented as a group with a single add to cart button, or with individual clicks to add each to cart - whichever fits best in context. Discount/pricing would be communicated within that block, and Shopify Scripts used to adjust the pricing to include discounts within the Cart. Finally, within the cart template these bundes could trigger a slightly different behaviour to group them as one line item, as the native behaviour would be to simply list each component product as a separate line item as if they were added to the cart individually - although again in some scenarios this might be preferred. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In both of the methods above, Tagging is essential for specifying the products within the bundles. If the desired functionality is to be more dynamic or scalable rather than Tagging up product IDs - this could instead pull products from a preset Collection. ","marks":[],"data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"\nCustom Development - Builders","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Custom development to produce a product builder rather than a bundle solution will no doubt be more effort and require further consideration. This route would be taken when there is more unique and specific logic involved, a common reason being options that are dictated by previous selections (for example a step-by-step scooter builder, where a decision on the deck restricts which wheels can then be added in the following step.)","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Example:","marks":[{"type":"italic"}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"https://www.skatehut.co.uk/","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://www.skatehut.co.uk/"}},{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"embedded-asset-block","content":[],"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6HhX8OwjkevMm5DPFBMgcG","type":"Asset","createdAt":"2021-01-17T13:42:47.665Z","updatedAt":"2021-01-17T13:42:47.665Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Skatehut","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6HhX8OwjkevMm5DPFBMgcG/803ae9db81b134d452604df0195a1b70/Skatehut.png","details":{"size":405448,"image":{"width":1600,"height":758}},"fileName":"Skatehut.png","contentType":"image/png"}}}}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The desired outcome of this is for the user to end up with a product that is really bespoke and tailored to them. These step-by-step decisions would map to the relevant base variant, and then start to add line item properties to the order - such as colours, patterns, personalised lettering etc. This would all be stored on the order and visible in the backend of Shopify, plus on order emails etc.","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"And the desired outcome is for the user to make selections from groups of products or options, and ending up with a product or set of products that is tailored to them. This often includes stages to make the selection genuinely unique to that user, such as colour & pattern decisions or personalised lettering. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Example:","marks":[{"type":"italic"}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","value":"https://www.anyahindmarch.com","marks":[{"type":"bold"}],"data":{}}],"data":{"uri":"https://www.anyahindmarch.com"}},{"nodeType":"text","value":"","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"embedded-asset-block","content":[],"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2cm2VDYDP6lD4O4AhBAecV","type":"Asset","createdAt":"2021-01-17T13:43:59.661Z","updatedAt":"2021-01-17T13:43:59.661Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Anya Hindmarch","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/2cm2VDYDP6lD4O4AhBAecV/c70ea7d8e2fdfd8d261ca715541081cd/Anyahindmarch.png","details":{"size":689333,"image":{"width":1600,"height":813}},"fileName":"Anyahindmarch.png","contentType":"image/png"}}}}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"A final complexity is that the pricing/discounting rules might vary depending on decisions which have been made throughout the users journey. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"Technical Approach","marks":[{"type":"bold"}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The builder can start as a base product and be integrated into that product's PDP template - but when the scope is complex it will often be most suited to using a content landing page as the starting point, which will then pull in a range of products that are being used. This also means additional flexibility to manage any of the logic with the use of Shopify Sections, and obviously they can also be utilised to make the whole builder page a much richer experience using supporting content. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"The approach here would be to use Shopify API to pull all of the relevant data from the whole product set being used. This should be structured into a format which can efficiently be accessed to power all of the required logic, harnessing a technology such as VueJS or React to manage that dynamically as a single component. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"All of the functional logic for the user interactions such as selections, validation, and progressing forwards/backwards through a step-by-step process is then completely custom and javascript based. These step-by-step decisions would identify the required base variant, and then for more unique attributes would add line item properties to the order - such as colours, patterns, personalised lettering etc. This would all be stored on the order and visible in the backend of Shopify, plus on order emails etc.","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"To complete the journey, the final product(s) will be pushed into the cart. Depending on context, this could require the Shopify API again to create a new SKU directly into Shopify. From this point, the user can be redirected to cart or checkout (or continue shopping) and are back into the standard Shopify user flow. ","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"","marks":[],"data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","value":"Key Takeaways","marks":[],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","value":"In summary, achieving a bundling or product builder solution within Shopify isn’t as clean as it should be - particularly in comparison to other platforms. But there are a few different methods to accomplish your requirements. The key consideration is to understand exactly how it needs to work from a data structure & order processing perspective - desired URL, sku & quantity management, discounting methods, data captured on the order. This will guide the overall architecture of the solution, with UX and the frontend considerations taking place following that point.  ","marks":[],"data":{}}],"data":{}}]},"publishedOn":"2021-01-17T20:15:42.705Z","mainImage":{"name":"Fenton 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}}},{"title":"Most engaging & Best-Designed DTC eCommerce brand websites","slug":"best-designed-dtc-ecommerce-websites","description":"In this article, we look at the DTC eCommerce sites that are leading the way in design and innovation.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Direct-to-consumer eCommerce websites are on the rise. Whether adopting a multi-channel strategy or completely bypassing third party retailers and marketplaces, there has been a recent shift to find digital solutions due to global events. This is likely to continue to increase, with more well-backed, digital-savvy start-ups entering the space.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The benefits of a direct-to-consumer approach are numerous but crucially, they include a deeper understanding of your customers and their buying behaviour, greater control over product lifecycle and marketing, and most importantly the opportunity to create an experience that reflects your brand ethos, allowing brands to foster long-term relationships with their customers. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"With many eCommerce platforms to choose from, infinite apps available, and the continuous advancement of technologies, brands have the opportunity to create an agile and innovative approach to their DTC website.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Below we have provided examples of engaging and well-designed eCommerce sites that have caught our attention.\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Recess","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"ordered-list"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7a9rVR0rPsvSUq0Tao1kt3","type":"Asset","createdAt":"2020-12-30T15:30:56.499Z","updatedAt":"2020-12-30T15:30:56.499Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Recess Wesite","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/7a9rVR0rPsvSUq0Tao1kt3/c3b68c21db362799ba5fd95be3ca0e8f/Recess.png","details":{"size":590419,"image":{"width":1440,"height":528}},"fileName":"Recess.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://takearecess.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"https://takearecess.com/","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Platform:","nodeType":"text"},{"data":{},"marks":[],"value":" Shopify","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Why we love it:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Recess claims their beverages ‘","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"help people feel calm, focused, and creative despite the world around them","nodeType":"text"},{"data":{},"marks":[],"value":"’, and their website has clearly been built to reflect this. With tranquil colours, large eye-catching product shots and hypnotising movement throughout all areas of the site, this website is a true reflection of the brand.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Their unique product carousel on the homepage features cutout imagery and a background colour change upon rollover. 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More simplistic in structure, the site allows for the brands’ stunning product photography to shine, with the homepage category cards, a great example of the imagery and subtle movement included.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The collection landing pages have a full-width layout, using every bit of space to create a cohesive look with minimal disruption to the product. Content blocks are utilised within product grids to add definition to their collections, and the ability to select a colourway upon rollover adds another useful effect, especially as the product card image updates accordingly. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The extensive monogram shop is a great upsell opportunity, with a clear and simple 4 stage personalisation process. 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Their innovative approach is present throughout the customer journey, providing clear informative content and available selections, to assist buyers in creating customised shelving for their homes.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Clean, structured landing pages use video-enabled content blocks to showcase product features. Clear product card designs also feature in the level 2 navigation on collection pages, which remain static as the product grid loads upon selection. Careful curation of the UGC throughout the site, from social posts to customer reviews, enhances the brand experience. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Innovative product pages feature a panel for product customisation, simplifying a complex process in just one PDP. To add to the experience, the images will update according to custom variations. 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The navigation is simple and clean, yet still allows for customers to shop by size, colour and even ‘science’. The implementation of the content imagery is made especially effective by changing as a user hovers over different navigation options. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"On the collection pages, the product grid features a full width, clean, minimalistic approach, with additional detail appearing upon hover, including a stock indicator, to minimise buyer frustration prior to landing on the product page. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The product pages are where this site truly shines, with a clearly designed hierarchy, including a sticky call to action bar, and an intriguing scroll through image experience on desktop. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Shopify Multi-Currency Feed Issues - Forcing Currency & Preventing Shopping Feed Disapprovals ","slug":"preventing-multi-currency-feed-issues","description":"This article is designed to help people overcome issues with different Shopify currencies causing issues with shopping feeds.\n","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"One of the most common reasons for feeds being disapproved for brands and retailers is price and currency mismatch, with Google, in particular, struggling with sites that dynamically update currency with IP address and advertisers not forcing currency (via URL, as we’ll cover in this article) per feed.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What is Shopify’s Multi-Currency and how does it work?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopify’s native multi-currency was introduced in 2019, allowing Shopify and Shopify Plus users to introduce additional currencies, currently based on an exchange rate with rounding. The price lists offering is currently in beta, but that’s not relevant to this article.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Why does multi-currency cause issues with my feeds getting disapproved?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Natively, the currencies are changed based on the user’s IP address, meaning that Google will commonly look at your feed and then see a mismatch on the product page itself, seeing USD as a result of the US IP address of the crawler.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In order to fix this, you can simply append the currency code onto the URL, with the currency parameter, as per the examples below.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://thepangaia.com/products/flwrdwn-oversized-short-puffer-jacket-hibiscus-red?currency=usd"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"https://thepangaia.com/products/flwrdwn-oversized-short-puffer-jacket-hibiscus-red?currency=usd","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://thepangaia.com/products/flwrdwn-oversized-short-puffer-jacket-hibiscus-red?currency=gbp"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"https://thepangaia.com/products/flwrdwn-oversized-short-puffer-jacket-hibiscus-red?currency=gbp","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://thepangaia.com/products/flwrdwn-oversized-short-puffer-jacket-hibiscus-red?currency=eur"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"https://thepangaia.com/products/flwrdwn-oversized-short-puffer-jacket-hibiscus-red?currency=eur","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can see the end result of forcing the currency by clicking on the links above.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"How do I force the currency-specified URLs in the feeds? ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"By adding the parameter to each URL, you’ll be able to force the currency for each feed - this is our suggested approach and we’ve done it successfully with lots of clients.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We generally use Shoptimised or an equivalent for managing feed data (adding a layer on top of the catalog data being pulled out of Shopify) and this is where we’d append the URLs, although you could also do this in Google merchant centre. Please find instructions blow.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Go to “Products > Feeds” and then select the product feed you want to edit. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Once in your feed, select “Feed Rules” in the navigation","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Then select “Create Rule” (the blue + button)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Search and select the “Link” option","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5IYiYfNtwCU9FubYABq7lI","type":"Asset","createdAt":"2020-12-31T10:28:55.376Z","updatedAt":"2020-12-31T10:28:55.376Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Shopify feed - image 1","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5IYiYfNtwCU9FubYABq7lI/f99f760bb97abae5c0e6d02a87ccff67/image_1__.png","details":{"size":250690,"image":{"width":2538,"height":1184}},"fileName":"image 1  .png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Select the link option from your latest data source","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"You can add a condition as well if the rule should only be applied to specific SKUs","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Then select ‘Use Latest’ as you want to use the existing URLs, simply to amend them. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Recommerce; Deconstructing the Reselling Phenomenon in eCommerce","slug":"recommerce-deconstructing-the-reselling-phenomenon","description":"In this article we look at how fashion brands are responding to the ever-growing trend towards sustainable and eco-conscious living, with recommerce.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Recommerce, or Reverse Commerce, is the growing practise of selling previously owned items.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Although traditional thrifting and donation/secondhand stores are not a new concept, online resale is predicted to overtake the traditional thrift and donation segment by 2024, with the secondhand market set to hit $64B in the next 5 years.*","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are different variations of ‘Recommerce’, from the traditionally financial/sales based transaction, to the more ‘Solidarity Recommerce’ solutions where the residual value is donated to charity or ‘Ecological Recommerce’ where the end goal is recycling or proper disposal of products with a high polluting capacity. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In all aspects the principle is the same- there is an environmental impact to everything we buy yet in most cases there is a residual value that isn’t always explored before products end up as landfill.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Businesses like eBay, Craiglist & Gumtree have been working on this principle for years, facilitating and providing a ‘controlled’ route for consumers to resell second hand goods online.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Traditionally technology based companies have focussed on recycling/repair, largely in part due to stricter WEEE regulations, in both 2014 and a widening of the restrictions in 2019.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, in the last few years there has been a real focus in the fashion industry, on new Recommerce solutions, likely stemming from a surge of negative press regarding its considerable environmental impact.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Why is it growing?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The popularity of Recommerce is largely due to the changing consumer consciousness regarding ethical and environmental responsibility.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Eco conscious consumers, particularly Gen Z’s and Millenials, not only have and know their purchasing power, but they proactively want to reduce their environmental footprint. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It has largely been reported that the natural resources consumed during the manufacturer and first transport of a product is at its highest in the whole product lifecycle, and major brands have seen a real focus on their wastefulness being scrutinized in the media.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This focus on the circular process, and the sustainability of products, is not the only driver though. With restrictions in 2020 meaning people are spending more time in their homes, ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"the growth of ‘home organiser’ influencers has spawned the space saving ‘quarantine clean outs’. Whether through an increased financial incentive to sell, or a desire for saving money on a purchase 88% of consumers adopted a new thrifty hobby during Covid that they plan to continue*","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In tandem with this, the ease of the facilitation for Recommerce through mobile apps, personal shipping solutions and the plethora of prebuilt marketplaces continues to grow.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"And it’s not just ‘buying and selling second hand products that has seen an increase online, as consumers value experiences over ownership, renting services such as ‘Rent The Runway’, that allows you to ‘hire’ the designer goods you want to use,rather than owning them, have also thrived. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s not just the reselling platforms that are thriving. Other industries are pivoting to accommodate the desire to maximise the resale value of an item. Specialist repair and restoration services are now a key part of the journey, from at home solutions such as Sneaker ER’s Midsole Marker Pens, to the chain of ‘Handbag clinics’ spread across the UK solely focussed on restoring designer bags.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The growth of Recommerce services, also facilitates the growth of ‘professional resellers’, or ‘plugs’ in the sneaker world, who use the solutions to make a living by sourcing rare products and reselling them for a premium. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"So why","nodeType":"text"},{"data":{},"marks":[],"value":" ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"should brands encourage Recommerce? ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Recommerce can add an invaluable retention strategy to the traditional customer lifecycle. When managed and facilitated by the brand and marketed to their own audiences, campaigns such as buybacks, part exchanges and recycle incentives can significantly contribute to overall profitability while enhancing the core brand values.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are also some really clear laws and regulations regarding waste that must be adhered to by brands and these campaigns can support this. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For many high end fashion brands, Recommerce can offer a unique way for high end products to go to get in the hands of a wider audience, but for some brands this can bring its own concerns.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Traditionally small, limited run products are often sold for multiple times the original sale value on resellers sites. This can be great for building ‘hype’ around a brand but means the brands themselves often don’t see the highest possible profits from the item. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Often Recommerce can facilitate a broader global spread than the brand themselves can facilitate with their own shipping methods, but it can mean in certain instances, the initial sales predominantly go to Professional Resellers/Plugs. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Brands need to consider how they too can ‘own this’ sale. Whether partnering with Recommerce solutions, or ‘individual influencers’ such as ‘Bootleggers’ who add value to their brand by repurposing products.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What if we want to start our own Recommerce solution?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a number of nuances that come with managing ‘Recommerce’ yourselves as a brand or retailer in addition to traditional eCommerce considerations...for example...","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Logistics- how are the products going to be shipped-do they get picked up from the customers home or are they expected to facilitate the return or resale themselves? For more technical products, is their a requirement to only ship in the original packaging? ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How sustainable is your packaging, would it survive being shipped multiple times?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Categories/Descriptions- If I’m going to start selling secondhand versions of my products online how do I differentiate them from the new products. Do I make a duplicate product page to the new product or do I need multiple product pages as each item is unique in it’s state.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Do I add another category to my website to just show Pre-Loved items?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Systems & IT - can my system handle multiple product codes based on the same original SKU","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Do I need to introduce new barcodes for 2nd hand products so my warehouse can distribute them correctly- are they unique barcodes per refurbished product?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Do I have the facility to store a credit value, or issue a gift voucher for a returned product at a customer level on my system?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customer Relations - how will our call centre operatives know if there is a scratch on the refurbished record player when it was sent out or if the damage has been created by the new customer? ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How does a customer know there is a button missing on the top right pocket of the coat they are buying second hand? Can we include a sticker that explains that the packaging has been repurposed for sustainability and won’t necessarily reflect what is in the box? ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Pricing - how do we appraise the price of a secondhand item? Do we need to introduce grades- if so will they work across all categories of products we sell? Is the value we offer for a buyback reflective of what the consumer could receive elsewhere selling the product directly? Can we offer an increased buy back value if we offer gift vouchers instead of cash?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Treatment of Products- Will a  product need a repair before it can be resold? What warranties can realistically be offered on preloved products? Who can repair the products- do we need to employ repairers locally to facilitate this?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Omnichannel- do our stores offer Recommerce/buy back solutions? Do we resell through the stores? How are products appraised in store? Are the staff skilled enough to appraise correctly in the branches? ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"Examples We Love","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Patagonia x Worn Wear ","nodeType":"text"},{"data":{"uri":"https://wornwear.patagonia.com/"},"content":[{"data":{},"marks":[{"type":"underline"},{"type":"bold"}],"value":"","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[{"type":"bold"}],"value":"","nodeType":"text"},{"data":{"uri":"https://wornwear.patagonia.com/"},"content":[{"data":{},"marks":[{"type":"underline"},{"type":"bold"}],"value":"","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[{"type":"bold"}],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"","nodeType":"text"},{"data":{"uri":"https://wornwear.patagonia.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"https://wornwear.patagonia.com/","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"4VbrNEazS89iUG78w1Q0Oy","type":"Asset","createdAt":"2020-12-21T17:02:26.608Z","updatedAt":"2020-12-21T17:02:26.608Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Patagonia x Wornwear","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/4VbrNEazS89iUG78w1Q0Oy/646964b476ea956b6c0a364497cdd9c4/Patagonia-Wornwear.png","details":{"size":101277,"image":{"width":512,"height":241}},"fileName":"Patagonia-Wornwear.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"A real focus of the Patagonia brand is about sustainability and environmental responsibility.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Patagonia’s Worn Wear site not only offers secondhand clothes for sale, it sells seconds, and clothes recrafted from other clothes alongside offering video tutorials for repairing and looking after your gear.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It encourages a free return of the brands items in exchange for store credit.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Adidas","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Infinite Play - Scheme now ended","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"YzpdHuhPkqubrFoR0vmF4","type":"Asset","createdAt":"2020-12-21T17:04:40.041Z","updatedAt":"2020-12-21T17:04:40.041Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Adidas","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/YzpdHuhPkqubrFoR0vmF4/62a9f62e5eb697468f0d87a16257ce5b/Adidas.png","details":{"size":221845,"image":{"width":613,"height":408}},"fileName":"Adidas.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Alongside producing shoes from 100% recycled ocean waste, Adidas have a real focus on sustainability and environmental concern.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In 2019, they teamed up with London based start up Stuffstr to focus on sustainability and recommerce by launching a  bring-back scheme, called ‘Infinite Play’ which translated into buy-back vouchers to UK consumers through Stuffsr’s logistic program. Stuffstr picked-up or provide pre-paid postage for items and will managed the reselling of clothing, further feeding into the sustainable cause.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It has not been reported why this scheme has now been discontinued.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"The RealReal x 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Should I go headless on Shopify / Shopify Plus? Pros & Cons of Headless","slug":"pros-and-cons-of-headless-shopify-plus","description":"In this article Technical eCommerce Consultant, Liam Quinn, discusses the pros and cons of choosing a Headless approach to Shopify.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Headless is no longer the ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"new","nodeType":"text"},{"data":{},"marks":[],"value":" buzzword in eCommerce (and Shopify). It has been trending upwards for at least the past couple of years and isn’t going away. By this point you will no doubt have read dozens of very similar articles around what it is, and opinions on why it is good or bad, worthwhile or pointless on Shopify - and have seen the word ‘decoupling’ more times than ever before. But a buzzword is still what Headless is. The reason being, it’s not a technical innovation. It’s a well-established software architecture principle called ‘separation of concerns’ - but with a more glamorous spin.  \n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What is Headless","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopify itself is built using Ruby on Rails, which is an Model-View-Controller (MVC) framework - meaning it separates the layers for ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Database management, business logic, and frontend rendering","nodeType":"text"},{"data":{},"marks":[],"value":". A Headless architecture is essentially applying this pattern into the way the frontend is structured - so that the ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"data handling, business logic, rendering","nodeType":"text"},{"data":{},"marks":[],"value":" that usually occur within the theming template files are all working in isolation, and connected via APIs. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Data: ","nodeType":"text"},{"data":{},"marks":[],"value":"All of the content being output onto the page. This includes rich content landing pages, blogs articles, product images & descriptions, metafields etc.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Business Logic: ","nodeType":"text"},{"data":{},"marks":[],"value":"The functional behaviour on a page, driven by the Liquid coding within the template. An example of this would be displaying product recommendations, and using Liquid to check any Tags or user interactions before showing the appropriate product selection based on those rules. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Rendering: ","nodeType":"text"},{"data":{},"marks":[],"value":"The visual front-end development work - styling and layout. Everything you see at a wireframe / design / styleguide stage of planning.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The reasons for this change in architecture are the shared reasons any software design concepts are applied - efficiency and scalability. Future-proofing the codebase for what may (or may not) lie ahead on the roadmap & within the team, and minimising the chances of bugs/issues being introduced over time. That can be demonstrated by the following benefits:\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Modularity: ","nodeType":"text"},{"data":{},"marks":[],"value":"By splitting those front-end concerns apart, you are left with a more modular approach and one which those parts are then interchangeable. For example, switching the layout for a different design inline with a marketing campaign (see the SkullCandy layout completely changed for a new release or campaign), or delivering a different experience to people using devices in-store, to an app or to an optimized storefront for China for example.   ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Distributed Workloads: ","nodeType":"text"},{"data":{},"marks":[],"value":"Multiple people can now be working on that same homepage at the same time without any issues. The content editors can be updating what they need to update, while the layout is being changed.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Organisation: ","nodeType":"text"},{"data":{},"marks":[],"value":"Separating these aspects leads to a leaner, more organised codebase. From a long term perspective this means time is saved on staff onboarding into the codebase, due to the easier learning curve; and bringing in additional development resources won’t incur overheads due to building specific project knowledge. It also means that there is a reduced risk of bugs being introduced into a snippet of code or ripple effects into future development tasks, because each snippet should have a single purpose.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Independent Releases: ","nodeType":"text"},{"data":{},"marks":[],"value":"It was already touched on that multiple stakeholders can work on a page at the same time - eg content editor & developer working on the homepage. Building on this, multiple developers can be working on completely unrelated tasks with the knowledge that there will be no conflicts in the code they are introducing. Moreover, they can independently test & release features (even within the same page) without impacting each other. No more waiting for that one big release to see a specific new feature in action.   \n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Debunking some common arguments","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Headless is a step forward in terms of the overall architecture of your digital business. Especially in the midst of this multichannel boom. There should be no argument for if being good or bad - just whether it is best fit for your business at a specific point in time. However, it is vital to understand the term itself doesn’t guarantee any sort of end result. By ‘being Headless’ it’s not a guarantee that your online store will be any more effective than it would have been, it just unlocks the potential for that to happen. It’s planning permission, and the execution as always is the critical part.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a list of common factors which are generally used in the argument for/against going down the Headless route. But when applying context, most of these points can be countered so aren’t always relevant. For this reason, it’s important to have confirmed your project’s functional requirements before weighing up whether it is a good fit - rather than working backwards from the solution to make it fit. The common points you will have seen, should be considered as follows:\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"FOR HEADLESS","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"URL Structures","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"To start with the critical one, this one is absolutely black & white. As things stand, Shopify natively has a fixed URL structure. While that structure is pretty strong in terms of SEO, being completely restricted to it may have a huge impact for you ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"if you are migrating a site that is heavily reliant on existing organic ranking","nodeType":"text"},{"data":{},"marks":[],"value":". If this is absolutely the case, then Headless is the only way to avoid that potential upheaval.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Amazing Performance","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is typically a strong argument for Headless - and rightly so. By harnessing some of the latest technologies such as Gatsby.js to generate static pages and leveraging caching you can achieve page speeds of fractions of seconds, and that all green Lighthouse score. Although there are a few strong native Shopify examples that come close [Such as BluBlot one] (by being aggressively limited in 3rd party code), Shopify even straight out of the box can’t come close - as things stand. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"On the other hand, Headless alone doesn’t guarantee an incredible performance; it still needs the right SI, using the right tools in the right way - and I’ve seen Headless builds that are about as strong from a performance standpoint as they could have been natively. On top of this, Shopify is really pushing the native performance of it’s stores and is improving all the time. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Unrestricted UX","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This point is often raised as a reason to go Headless, but without too much foundation about exactly what restrictions are faced working natively. The URL structure being fixed, does have a knock-on effect here. But while flexibility to introduce any sort of UX is made easier, that isn’t to say a specific UX isn’t achievable within Shopify themes. Integrating an App or javascript technology like VueJS/React into the theme provides the ability to achieve whatever experience is desired without committing to being fully Headless. It may well prove to be more effort, and less flexible to future change - but not impossible. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Content Management","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"I think separating content management completely from theme management is a very good thing, plus the ability to streamline the workflow for adding/editing content across multiple storefronts can only be positive. So overall, it is a strong reason for a Headless approach. However, this point is often presented as Headless being the only way to implement additional rich content across a store.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shopify Sections are very flexible to meet different requirements, and with the imminent (hopefully) release of Sections Everywhere - allowing them to be used sitewide & managed more efficiently - they will become a much more viable solution to the need for large amounts of rich content. The use of Sections, plus apps like Shogun and Syncio means that with a considered strategy around content management up-front, it doesn’t have to be such a major headache, and at the very least, shouldn’t be quickly ruled out as being a viable option.   ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"PWA","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Introduction of a PWA does come much more hand-in-hand with Headless solutions, but is by no means ruled out by having a standard Shopify build. Again it may be more effort in terms of development time, but there are some apps & platforms that are very much worth looking at to help achieve this if required, such as [Nacelle] or even [Tapcart] as an alternative. However, if this began as an important requirement within the scoping of the project, it may well be a cleaner approach as part of a Headless build.","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"AGAINST HEADLESS","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"SI lock-in","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For many, one of the major selling points of Shopify is that as a hosted platform there isn’t as much of a concept of being locked in with an agency - you have full control and access to the theme and if the worst happens it can be picked up and worked on by someone else. Going Headless is certainly moving away from this concept. Your storefront(s) and CMS will be away from Shopify, and different agencies will have different preferences when it comes to their development stack and what hosting/content management solutions they would put in place together within the architecture. But again this isn’t a black & white argument, that situation can be avoided with the following:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Due Diligence. Initial SI selection is important, understanding the track record of Headless builds they have delivered and their development process. Do your due diligence on the platforms they propose to use and the reasons for them, ensure these are widely used and regarded options should you need other people to work on them in the future. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Own your architecture. There is a good chance these solutions may include services like AWS, Netlify, DigitalOcean, Contentful, Prismic etc. Ensure these accounts are created with your details, paid for directly through your account, with the main admin account tied to your email. This won’t cause any issues with work being done but will keep you in control of everything should any issues ever arise.  \n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"ordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"The other element to this, is that by implementing this architecture (rather than it being a SI lock-in issue), it will result in you not having the ability to log into Shopify and dabble within the theme code yourself. Again, this goes back to where you are at as a company. If you are already working with an established SI, the likelihood is that the codebase is version controlled and you can’t/shouldn’t be doing that anyway. This same principle will of course apply - except you would actually lose the ability to reach the production code (without being an agreed part of the development process). Having restricted access to production code should be seen as a positive, it just requires trust in the SI.   ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Loss of App Functionality & Shopify Updates","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It is true that taking the Headless route means you lose the functionality to go into the app store and install anything. Not every app will be out of use, many of the more well established apps such as Klevu/Nosto will require development work via API to integrate. The majority will not have APIs though.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Again this comes down to where your business is. Shopify have the large base of startups & entrepreneurs who depend on the ability to do this. Doing some research on apps, installing and extending functionality without the need of developers is key. But at a certain point this is not the best approach for scaling while maintaining efficiency and consistency of the codebase - it is better for these to be installed through the SI’s version-controlled process. So at the point of Headless being a consideration, this loss shouldn’t have a major impact.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In terms of Shopify updates, checkout updates would still apply which is crucial. Backend Admin updates would still apply too. Shopify constantly work on improving the server-side performance, which get rolled out frequently to benefit the load speeds of all stores. This would no longer benefit, but the idea is this would be irrelevant because performance ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"should","nodeType":"text"},{"data":{},"marks":[],"value":" already be much greater.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Complexity","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are more moving parts, and there are more touch-points to understand the job of - that part can’t be denied. However, those moving parts are responsible for the same amount of actual complexity - the complexity lies in the nature of the project itself. In context a project could be a standard Shopify build and be hugely complex, or a really clean and straightforward Headless build. As an analogy, it’s the difference between building a new house and having a plumber, electrician and gas engineer each doing their relevant job - or a (very talented) individual doing them all. There are more moving parts at the same time, but it does not make the job any more complex. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Agility","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Agility is an interesting point, because it is one of the key arguments for selecting Shopify as a platform in the first place over Magento for example. This new architecture will lead to more planning and coordination being done before developing new functionality on the store, and this also covers the issue of any given app no longer being simply dropped in at any point. Small changes are likely to take a bit longer. So all of this combined does mean there is a loss of agility to a point.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The ability to review and make quick decisions within sprints is not lost. And because of the architecture decisions, bigger pieces of development should be quicker to get in place & test - and that more development can take place at the same time. Over time, and given the modular approach, more and more elements will be available to reuse. Agility on a larger scale should therefore be better. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"TCO","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Total Cost of Ownership is a point raised to avoid Headless in many articles I’ve seen. Often arbitrary ballpark figures are used as a minimum turnover before considering the switch, which have no context or relevance. There is no single figure that makes the approach become a viable return on investment because so much depends on context, although if cheapest initial build is the key criteria then it’s probably fair to say a Shopify Theme would be better fit.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Total","nodeType":"text"},{"data":{},"marks":[],"value":" is the critical part of the point. The cost of the initial development of a new store will (likely) be higher with a Headless architecture. But 3-5 years of consistent retained development could easily result in the ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Total","nodeType":"text"},{"data":{},"marks":[],"value":" cost being much less for a Headless build - because of the savings in efficiency, code reuse and reduced risk of code degradation.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Alternative options","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The longer time goes on, and the more popular the Headless approach becomes to Shopify projects - more options do become available to help bridge that gap between a standard theme build and committing to a fully Headless architecture. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"First, and as touched on in some of the above, there are very good examples of a bit of a hybrid approach to a build. This means the store would still be running from a theme, along with the benefits that come along with that - but utilises a technology such as VueJS or React within the theme, to access the Shopify APIs and extend functionality. This requires a different development skill-set to general Shopify template development, so the risk is introducing a technology that not everyone will be well versed in. But in a lot of cases, especially to build out something like a custom Product Builder, changing the whole architecture isn’t necessary to product complex functionality.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"On top of this, there are some really strong third party technologies that are focused on making this Headless approach more accessible to the wider Shopify merchant community. Two technologies in particular that are achieving this, having approached it from different angles are Nacelle & Shogun. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Shogun is a well known and well established content management platform, that is used alongside Shopify as a pagebuilder - to build up rich content pages and blogs. Particularly useful before Shopify Sections were around, Shogun have recently pivoted slightly with ShogunFrontend to be much more than a page builder - and become a platform to build out the pages in a Headless way. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Nacelle has been around the Shopify ecosystem for several years, initially focused on being an easy way to introduce PWA technology into the storefront of their own clients who were struggling with poor site performance & mobile experience. This has evolved over time, to the point of being established as the best method of achieving these results away from a major custom development project. \n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"These are both very strong options that are worth putting time into exploring further when considering the benefits of Headless & PWA. They may not be the ultimate answer, certainly not for every project, but could well be cost-effective & low effort ways to achieve a desired outcome. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Key Takeaways","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In summary, there is a lot to consider around this topic and especially in how best to implement it into a given project. These are my key points to takeaway:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Headless approach is a positive long term step if it’s feasible in your context. It is essentially a well-established software design pattern, and a positive thing if in a position of delivering a custom build. It will likely mean extra cost up front for the immediate build, to be more streamlined & flexible and reduce cost into the future.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The only absolute reason to go Headless with Shopify is the freedom of URL structure, this is a hard block if required. But everything else ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"could","nodeType":"text"},{"data":{},"marks":[],"value":" be achieved in different ways. Strong project execution is more important than simply executing a Headless project. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"It is not a black/white decision that ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"needs","nodeType":"text"},{"data":{},"marks":[],"value":" to be made upfront, unlike making the initial platform selection. If there are doubts or compromises, moving to a Headless architecture can be brought in as a later phase or gradually implemented.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have any experience or opinions on this topic, I’d love to hear them - feel free to email ","nodeType":"text"},{"data":{"uri":"mailto:Liam@vervaunt.com"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Liam@vervaunt.com","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" to discuss anything further.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"publishedOn":"2020-11-13T13:16:04.206Z","mainImage":{"name":"blog post graphic9","url":"//images.ctfassets.net/rsv5jnhanwkh/3M6RD6I0kNREdR8v6AcmaS/4868b961ca56b2e503834a067476e62f/blog_post_graphic9.jpg"},"author":{"name":"Liam Quinn","image":{"name":"Liam Quinn","url":"//images.ctfassets.net/rsv5jnhanwkh/7LbNB1LeSf1hxEwD4OMvFf/ebf2e7ae8a72f2a48503d380d4ca2d11/Liam_Quinn.png"},"bio":"Liam joined Vervaunt as a Solution Architect in March 2020, bringing with him a wealth of Shopify Plus and general technical knowledge and experience. Liam has been working in eCommerce for over 8 years and previously managed the development team at a leading Shopify Plus partner agency. Liam is focused on architecting technical solutions and also has a background of being a full-stack developer."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920630748","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920630748","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920630748","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920630748","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920630748","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Preparing for Peak: Actionable Paid Search, Shopping & Social Optimisations to Drive More Holiday Sales","slug":"actionable-paid-media-optimisations-to-drive-holiday-sales","description":"The peak shopping period leading up to christmas provides significant revenue opportunities for all retailers. In this guide Josh demonstrates actionable tips to optimise campaigns in order for retailers to reach target consumers amongst the heavy competition.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"In this guide, we’ve tried to provide super actionable tips for getting the most out of the pre-Christmas peak, including BFCM - relevant to brands and retailers of all sizes. Topics covered include optimising around inventory, remarketing to previous sale customers, building out effective segments for prospecting, optimising data feeds and shopping activity and maximising search performance etc. Because we’re writing this guide for Klaviyo, we’ve also honed in on some of the paid media <> CRM tactics we use to get the most out of client budgets. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The peak season provides a significant revenue opportunity for almost all retailers - according to Google, traffic typically starts increasing in early September and peaks late November, aligning with Black Friday before returning to normal in January. The holiday season, however, not only drives a higher level of traffic and revenue but also incurs higher advertising costs due to increased competition. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So how should advertisers prepare for peak? And how can advertisers stand out from other brands and retailers targeting the same consumers? Here we discuss 4 key areas, focused on how you can optimise your paid activity to be more efficient and targeted to ultimately drive more holiday sales.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Search and Shopping optimisations to help capitalise on increased search demand ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Prepare your accounts by answering a number of the following questions.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How will search behaviour change? What search terms will users be searching for and how do we need to adapt search keywords and product feed data. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Do we have visibility of stock? How can we adapt activity based on the availability of key items, size variants, colour variants etc?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Are we running promotions and how are they being managed in the ecom platform (e.g. promo code, sale price etc)? How are we promoting these (merchant centre promotions, search ad copy etc), are the offers competitive? ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How are we marketing the promotion on-site? Is the messaging strong enough? Do we want to try and serve different content to paid advertising channels to enhance messaging?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Do certain product SKUs sell better over these periods? ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Do we have CRM data for customers who purchased during peak or key sale periods previously? ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Are consumers going to be more price-sensitive?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How does Black Friday perform Vs Pre-Christmas and Post-Christmas?   ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Answering these questions will allow you to pre-empt the requirements of your shopping and search campaigns. You can pull data from your analytics platform, BI platform and Google Ads campaigns to understand the patterns which occurred in the previous year. You can use this data to build out the structure of your campaigns. For example, if you are The Body Shop, you may have a selection of Product SKUs which you will be pushing across Black Friday, whilst keeping a heavy focus on promoting Gift Sets and Advent Calendars for the holiday period. What were the best sellers in 2019? Are there new products this year you will be promoting?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Applying these learnings alongside best practises to your search and shopping campaigns allow you to effectively take advantage of the increase in search demand. Here are some effective strategies, we recommend rolling out and testing over peak.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Segment your campaigns by brand (for resellers) or product category ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This applies to both search and shopping allowing greater control of bids and budget management. For shopping campaigns, having separate ad groups by sub-categories via product data and then ID allows for much greater control. You want to make sure your top traffic SKUs and SKUs you expect to perform well are broken into their own product groups. This allows you to apply a specific bid for this product based on performance (rather than a grouped bid for a collection of products which perform differently). Another benefit of splitting by product IDs, is if a product is almost out of stock, you can either bid lower or exclude altogether (if you expect it to be sold organically). With a clear segmentation, you can also use cross-match negatives; it might be that you add sale as a negative to SKUs which are not on sale and even more specifically ensuring the right SKUs serve to the most relevant queries. A good example here would be negativing the phrase ‘running’ from your Adidas Stan Smith ad group and not from your Adidas Ultraboost ad group. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Brand Vs Generics","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another level would be taking your high volume shopping campaigns and separating these by brand and generic queries. The campaigns themselves will be a duplicate of one another, however, your generics will include the brand terms as phrase match negatives, and your brand campaign will need to hold a list of all generic exact match terms (to be continuously updated either manually or by a script). Using Adidas as an example again, your generic keyword would have the Adidas branded terms as phrase match negatives e.g. ‘adidas’, ‘ultraboost’, ‘stan smith’ etc. Your branded campaign would exclude all generic searches which have triggered your ads to show historically (you can also get more from KW planner) e.g. ‘trainers’, ‘running shoes’, ‘white sneakers’ etc. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We have a script which automatically updates the generic negatives into your branded campaign to help automate this process. For the campaigns themselves, you will then have a higher bid for brand Vs generics and be able to optimise these separately over time. You will need to set your brand campaign priority as low, your non-brand campaign to medium and your brand campaign should also have a higher bid than your generics. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The idea is Google will initially prioritise the non-brand (higher priority) campaign first, but if the search term includes the brand term which is of higher value to you, it will then switch to serving ads from the low priority campaign which has the higher bid. More than likely - conversion rate and user intent will be much higher when a user searches for the brand and you would want to increase your bids here. You can also reduce spend on generics and bid higher only on past visitors for example. If you want to control spends, this is an effective way to reduce spend on the more generic queries and only serve if a user meets certain criteria e.g. visited the site before, shopping during peak hours, using a specific device or lives in a certain group of postcodes. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Ad Messaging ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Messaging across your search campaigns should reflect ‘Black Friday’ or ‘Gifting’ in the copy. You can also apply countdown messaging where applicable for Black Friday and Cyber Monday sale periods. Emphasise delivery dates for gifts when users may be purchasing last-minute presents. For more advanced advertisers you can also pull in the product price into ad copy via ad customisers. You can create business data based on your product feed (updating every four hours) and this will allow you to serve live and up to date prices if these will be changing. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Ad extensions","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ad extensions can be utilised to message price drops or shopping ideas. For example, a user may search for ‘gifts for women’, and the sitelinks may be tailored to this campaign and message ‘gifts under £15’, ‘gifts for teenagers’, ‘Fragrance gifts’ etc. This will encourage click through to site and convert.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"A/B testing to understand the best user LP","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You should test your homepage vs sale page on branded terms. We often use branded keywords to build significant test results around which page works best for conversions. Over BFCM, retailers will often update their HP to include sale messaging and also have a page dedicated to sale items and messaging. You will want to identify which page converts stronger to adjust other paid activity over the weekend. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Have separate campaigns for promotional and gift SKUs","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This will allow you to better manage budgets and understand performance between different categories. For the best products on sale, you will want to add these into specific campaigns in shopping using the high priority settings to ensure these serve most often.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Optimising your product data and shopping feeds for peak","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Technology and custom labels","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Across your shopping campaigns, you can use custom labels in your product feed to subdivide products based on variables i.e. best sellers, sales items etc. You can then use these labels for monitoring, reporting, and bidding. We use a feed solution which automatically populates top sellers (with higher than average ROIs) with a custom label. We then have a high priority campaign which targets all SKUs with that custom label. Top sellers are then pushed in the campaign with this higher bid and then if the ROI drops the label is removed and the SKU begins serving in its original campaign. This is a great tactic to ensure best-sellers are serving aggressively over the weekend, whilst also ensuring they are pulled back if efficiency drops. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Monitoring site best sellers vs shopping traffic","nodeType":"text"},{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Similarly, we use our Google analytics and / or Shopify API to automatically monitor SKU coverage on top sellers. If top sellers on-site are driving only minimal traffic via shopping - we will get an alert to review. We can then ensure best sellers on site have good coverage across Google. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Managing Sale product SKUs and stock","nodeType":"text"},{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":" - ","nodeType":"text"},{"data":{},"marks":[],"value":"Taking custom labels one step further, you can use these labels to identify black Friday sale product SKUs, Christmas product SKUs and have separate campaigns to manage these products. This will allow you to up-weight budgets and bids accordingly. You can also use alerts to flag stock i.e. pull back if stock volume is low and inform if new products need to be pushed. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We use more specific logic also; for one retailer we pulled Shopify data to understand sizing behaviour. 80% of purchases were made in sizes XS, S and M. We often found that when these sizes sold out, the larger sizes would still serve for specific queries. Users would not see the size in the title (where this can truncate) and when users would land on the site they would quickly bounce since the most popular sizes are OOS. We, therefore, built logic to send us alerts when the most popular sizes were out of stock and the M, L and XL within the same product group ID began spending too much. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is one specific example of what is possible, but the importance of stock is considerable and you want to make sure you understand how this impacts your business and how you can capitalise on it. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Optimise your feeds","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"By adding extra detail into the description or prepending ‘Black Friday’, ‘Cyber Monday’ or ‘Christmas gifts’ in the titles will help you rank for these queries. This is quite an advanced tactic; but if you are splitting your shopping campaigns for brand and generic search terms, you can also look to optimise your product data separately towards each type of search. Creating a duplicate product in the feed with a different ID (e.g. append with _generic), you can load generic search terms nearer the front of the title and descriptions to allow you to appear more strongly for generic terms, without having a negative impact on your brand presence. We previously wrote this pretty comprehensive guide for shopping feeds and optimising product data ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/magento-google-shopping"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"here","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Price Drop messaging","nodeType":"text"},{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This can be used","nodeType":"text"},{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":" ","nodeType":"text"},{"data":{},"marks":[],"value":"in your feed title e.g. ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"15% Off - Title","nodeType":"text"},{"data":{},"marks":[],"value":", you can use promotion extensions for shopping or you can use the price drop attribute in the feed which shows the strikethrough in the SERP. \n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Reviewing your reliance on automation over peak","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The industry is moving more and more towards automation. However, there are still a few drawbacks with automation (especially over peak) which are worth considering. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The main considerations are stock, price changes, margin, competition, and budgets. The benefits of automation are endless and include time savings, better performance, eliminating wasted spend and ultimately driving a higher ROI. However, neither Facebook nor Google offer strong automation and tactics to understand the products going on sale and predicting how performance will change based on the level of price drops. One basic example is the extent to which products are on promotion. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It is likely that performance will differ based on the level of promotion. For products with the largest price drops or promotion relative to the market, it is important to make sure these are prioritised (which will unlikely be the case if solely relying on automation). Here are some key tips to help with this:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If you are using smart shopping, add all sale SKUs to a BFCM campaign to ensure these are monitored and managed separately. You may also want to set a less aggressive bidding goal to give the products a push. My colleague Bethan ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/pros-cons-of-google-smart-shopping"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"wrote this more detailed piece on the pros and cons of smart shopping","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", that’s also worth reading on this topic.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Use manual bid overrides on 3rd party platforms","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Test high priority manual campaigns with much more control over bids, audience bids, priority settings and search terms. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"For dynamic product ads (dynamic remarketing on Facebook) you should create a new product set (group of SKUs within your catalogue) for the products on sale. You can then increase the budget on products which users have viewed which are now on promotion. You can also tailor the ad messaging knowing that all SKUs within the carousel will be on sale. You might also want to build out more specific product sets in general; you should segment products by at least gender to ensure users do not see products sold to the opposite sex. With bigger catalogues you may also want to build product sets based on brands, price or product category.  ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Serving sequential messaging through Paid Social to new and returning customers over peak","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The below section looks at a number of tactics to serve more relevant and engaging content to consumers. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Paid social opens up many opportunities which search does not. Search is reliant on user intent, whereas paid social gives retailers the opportunity to push their messaging to users before they are in the purchase phase. Search is a great channel for picking up the intent, whilst social gives you the opportunity to reach consumers with interesting, compelling ads when they may not yet be in the mindset to be searching. If users are familiar with the brand, this could give you the advantage of securing a user purchase before they search in what will likely be a crowded search results page.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For new and returning users you can serve sequential messaging. A few weeks prior to Black Friday or Cyber Monday you will want to start promoting your brand message, whether this is through video or link click campaigns, you can start building familiarity, not to mention remarketing pools. You may want to serve interesting content for consumers to read and engage with, which can help position yourself as an authority in the space. If for example, you are a sports reseller, consider advertising content on the best running shoes and introductory guides to yoga and running 5k etc. Users then engage with the brand in a positive way, where you can remarket to these users with acquisition led messaging during those key sales periods.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You may also want to reach out to past customers before sale / peak to introduce or reinforce your brand and values. Many advertisers will be competing for your past customer’s interest over peak and it is important to communicate with existing customers before they are hit with lot’s of promotions and sell messaging. You want to reinforce the brand and why they purchased with you the first time e.g. premium quality, sustainable, ethical, wide selection, loyalty etc. Advertisers will be competing for your customer’s attention over peak and it is fundamental you remind them of your brand and get them engaged before the peak periods. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For new customers, it is a similar story. You may want to rely solely on sale, price reduction and acquisition led messaging over peak which makes sense if you are a retailer simply looking to acquire new customers during sale. However, there will be many retailers who are looking to drive customer lifetime value and consumers who will purchase outside of sale too. For these customers, it is fundamental you introduce the brand before your sale and acquisition led messaging. You will want to consider your ad formats here and ensure you are serving video, lifestyle and campaign imagery rather than just product shots. You will also want to run higher impact formats which drive more engagement e.g. collection ads, Insta stories and instant experience ads. We previously wrote this article on ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/paid-social-strategy-structuring-campaigns"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Paid Social Strategy and Structuring Campaigns","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" which gives more insight into how to target consumers separately and build out effective campaign structures. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Utilising CRM lists i.e. past customer data, you can target users who have purchased over the last year or those who purchased in the last Christmas and BFCM periods. This will enable you to target users who are more likely to purchase, you can also use these audiences as a source for look-a-like audiences i.e. you can find more users who share similar interests to those who have converted previously. Below is an example of segments built in Klaviyo which can be used to improve your targeting and relevancy through paid social. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"AvFG2EwipdJS6V8yjatFZ","type":"Asset","createdAt":"2020-11-02T14:25:22.006Z","updatedAt":"2020-11-02T14:25:22.006Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Klaviyo segments","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/AvFG2EwipdJS6V8yjatFZ/e2887b7f29b24114c9f9c8cb6ba92771/Klaviyo-lists-segments.png","details":{"size":46891,"image":{"width":512,"height":333}},"fileName":"Klaviyo-lists-segments.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Most importantly, consider your messaging. You will need to adapt your messaging between branded and acquisition focused ads. An effective way to manage this split is by building out a sequential messaging flow. This can be built out by two methods; building audiences for how they have interacted with ads and building audiences based on how they visited the site (via the UTM string). In the first approach; you can build audiences based on the ads they have previously been served. Please note, this only works for lead gen ads, collection ads and instant experiences which may restrict your approach. If you do however want to run sequential messaging and serve stronger branded and engagement led ads before next serving the more acquisition, call to action, price-led messaging next, this is a great method (as it does not rely on the user clicking through to site for the URL targeting). To run the sequential messaging this way, simply serve your target audience with one of the aforementioned ad formats and then build out remarketing pools based on the users who saw / engaged with these ads. The next option is to simply build audiences based on the UTM within the URL. Here you can build sequential messaging based on the campaign name within the UTM i.e. building an audience for URL contains campaign_PreSaleEngagement. In addition to the branding led messaging in the first phase followed by sale led messaging, another example of sequential messaging may be to build demand and interest, promoting the sale and promotion start date, before remarketing to these users on the day of launch to remind them to visit and shop. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Final Thoughts and Concluding Recommendations","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Plan ahead. ","nodeType":"text"},{"data":{},"marks":[],"value":"Look at historical trends and broader industry insights to understand how demand and competition will change over peak periods.  Consider what product SKUs you will be promoting to which audiences over these periods. How does this differ between Black Friday, Cyber Monday, and Christmas? How much budget is needed? ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Use Past data to inform strategies. ","nodeType":"text"},{"data":{},"marks":[],"value":"Data is key. Whilst we can take learnings from industry publications and Google trends, every business is different. Data from your own holiday period will be able to provide you with much more insight. You also want to look at which products performed well last year, how the level of promotion impacts performance and also how you can leverage CRM data in your marketing. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Apply best practises – ","nodeType":"text"},{"data":{},"marks":[],"value":"Once you know what products you will be promoting and when, ensure your campaigns reflect that plan whilst applying best practices. This includes campaign structure, messaging, and automation. These best practices will give you the best opportunity to maximise the higher search demand whilst achieving a strong ROI.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Messaging is key –  ","nodeType":"text"},{"data":{},"marks":[],"value":"Messaging will differ depending on the holiday/ sale i.e. Black Friday, Cyber Monday, pre-Christmas, and post-Christmas. Which messaging is most likely to encourage click-through to site and conversion? How does user behaviour change over those periods? ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"--","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Josh Duggan - Co-Founder, Vervaunt","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Josh Duggan is the Co-Founder of ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Vervaunt","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", a London-based eCommerce consultancy and paid media agency. Josh has been working in the paid media space for around 10 years and overlooks Vervaunt’s search, shopping and social offerings. Vervaunt work with a range of premium brands and well-known retailers, such as MUJI, LUSH, Self-Portrait, Lulu Guinness, Joseph Joseph, Antler, O’Neills, PMT Music and lots more.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"blog post graphic2","url":"//images.ctfassets.net/rsv5jnhanwkh/7vGbcCDoSFtcLdTqlaijua/290462dfc9df5d64ab1b6dbd31abf01c/blog_post_graphic2.jpg"},"publishedOn":"2020-11-06T09:40:26.258Z","mainImage":{"name":"blog post 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Planning Paid Advertising For Black Friday And Cyber Monday","slug":"Paid-advertising-black-Friday-cyber-Monday","description":"It’s never too early to start planning your Black Friday Activities. It’s one of the few times of the year that you can make trading decisions in real time as you make adjustments to pricing and media spend in response to performance, competitor activity and product availability. However, to do this effectively you need to have a solid plan that everyone can work off and we hope the below can help guide you with this.\n","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Every Black Friday is different from before, but you should have access to enough internal and external to set out a decent forecast for spend and return.\r\n\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Strategy","nodeType":"text"},{"data":{},"marks":[],"value":"\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Before jumping in to creating a media and promotional plan, it’s worth considering the strategy that you’re going to pursue. A common mistake is just to look at the couple of weeks of high promotional activity and create a plan about that. But the context is much different; it’s one time of the year where you are fighting for share of wallet and share of voice not just with competitors in your market, but with any company that sells to your customer segment. In other words, a customer may be deciding to spend on a new phone, or a chair, or a holiday all within the same two to four week period. \r\n\r\nHowever, the normal rules of brand awareness and consideration still apply. If anything, in an environment where customers are being bombarded with advertising and promotions from all sides, brands that have strong recognition and desirability are much more likely to attract attention, clicks and sales - simply put, it’s much easier for them to stand out from the crowd.\r\n\r\nThis being the case, it’s worth including a ramp up phase in your plan. Any type of brand promotion advertising has a window of effectiveness, whether it’s paid social, YouTube, display, TV or out of home. This effect is known as adstock, and for most brands, this is between two and six weeks, which helps to define the period during which you should have this as a focus before you transition into more promotional based marketing. The precise value of this for your brand isn’t that important for the purposes of planning - Q4 is typically a valuable period for any brand and in terms of strategy, the general effect is what matters.\r\n\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Creating a Black Friday Plan\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"1. What are you going to promote","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Generally, businesses that coordinate well across departments are more efficient and more successful. This is especially true during periods like Black Friday and Christmas, where your promotions are generally product based. This may not be universally true - companies like REI have been successful in positioning themselves as an alternative to an intensely commercial period, which resonates well with their audience. However, for our purposes here we’ll assume that your brand will be running a series of discounts and similar promotions.\r\n\r\nThis is where working hand in hand with the commercial team pays off. Generally, there are two types of product promotions that they will enable - discounts on slow moving lines (in the same way as a normal sale), and buying into certain lines for the specific purpose of being able to offer attractive discounts to your customers. As an e-commerce function, you have a lot of data to share that can be useful in both parts - on site searches, price elasticity, Google Shopping and search volumes, plus any competitor activity that you are gathering. \r\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"2. Creating a promotional plan\r\n\r\n","nodeType":"text"},{"data":{},"marks":[],"value":"Once you have the details of the product promotions you have available, you can turn these into more coherent merchandisable groups - ‘for example, 20% off all tops’, as well as identifying what the hero products are - the products that have the greatest appeal and will be most attractive to customers. In this grouping, you don’t need to just confine yourself to categories or similar products - you may want to present selections of products that have the deepest discounts, or low availability; this is where all the customer testing that you do during the year pays off. \r\n\r\nThis should also allow you to make decisions on how long to run your Black Friday campaign. There are various options open to you - some brands will run Black Friday promotions for the whole month of November - but the most important thing is that you have the volume of offers to cover the full length of time. If you are attracting customers to your website early on in your campaign and they are underwhelmed with what you have to offer, they are less likely to open your emails, click on your ads and return to your website.\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"3. Creative and Merchandising","nodeType":"text"},{"data":{},"marks":[],"value":"\r\n\r\nThis is where you nail down how you are going to present offers to your customers. Whether you do this in house or you outsource to a creative agency, it’s important that you provide them with a brief that covers your full range of promotional channels as well as what you need for your website. As with any large scale campaign, you want a coherent effect across all of your customer touch points, including email, paid social and any third party partnerships that you may want to engage in.\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\r\n","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"4. Media Planning","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\r\nAs mentioned above, your media plan should fall into two parts. This first part is fairly straightforward - you can set this out like a standard media plan using awareness and consideration as your KPIs. If you don’t have a specific campaign planned for the second half of Q3 / first half of Q4, then it will be just as effective to fall back to your normal brand positioning and use that for your messaging.\r\n\r\nThe second part of your media plan should cover your core promotional period. A helpful approach can be to list out the different promotions and then detail the execution by channel, whether that’s email, social or whichever other. This is your best opportunity to sell the product you have bought in and are discounting, so you won’t benefit from holding back on promotional activity.\r\n\r\nOnce you have your activations set out, you can start to set out proposed media spend. There are two parts of this - expected audience size and search traffic, and commercial performance. The size of the audience you can reach gives you an upper limit on what your spend could be, and the commercial performance allows you to set out your most likely spend.\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\r\n","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"So how do you go about estimating these things?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\r\nBlack Friday has existed in the e-commerce space for over ten years now, and while each individual market will always react differently in the context of whether it’s growing, what competitors are doing and so on, we still have plenty of data to look at. The first step is to look at how your performance compares to the rest of the year - in other words, asking the question, how do our key metrics (traffic, media costs, sales, margin, etc) normally compare to the preceding three months (or longer, depending on when you are making the calculations). This should allow you to make estimates and assumptions, for example that sales are likely to be 80% over Q2 while margin improves by 5% (you might think that margin per order goes down as you discount more heavily, but increased customer spending can often lead to greater basket size - as always, your mileage may vary).\r\n\r\nThis then allows you to create a working model based on your desired profitability - how much you expect to spend and how that translates down into traffic, conversion rate, revenue and margin.\r\n\r\nAs your plan comes together, it’s key to share the details with the rest of the firm - there’s likely to be an impact on customer service and operations and they’ll need to weigh in on the practicalities of delivering for your customers.\r\n\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Execution\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Any plan you make should be a guide to how you expect business to go. As you trade, you should react to your website performance. This means having a process in place to quickly analyse and make decisions; under normal campaign trading this may be once a week, but you may well want to make these meetings more frequent. During the Black Friday - Cyber Monday weekend, you may want to have several check ins in place. Decision making is made much easier by being able to compare performance with your initial plan; you may want to change spend up or down or create more offers to counter competitor activity. Make sure that you include all relevant decision making parties in these meetings.\r\n\r\nIn summary, these high activity periods present a massive opportunity each year; to take full advantage you need to be able to react quickly, which means planning well and reviewing frequently.\r\n\r\n\r\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"customer lifetime value","url":"//images.ctfassets.net/rsv5jnhanwkh/4zTpYcEj60FRJaT2AA2QKj/37958d1df4ccfac58d53d077baa3c6fd/lifetimevalue.png"},"publishedOn":"2020-10-21T16:39:38.894Z","mainImage":{"name":"Black 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","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"With the increasing push for internationalising and expanding into new territories - we’ve recently been seeing a growing number of clients wanting to achieve specific location-based messaging onsite, be it for highlighting key local selling points (e.g. accepting Sofort in DACH countries) or based on eligibility. This request has been occurring when multiple territories are served from a single store instance - for example having an EU store serving the whole of Europe, or a Rest of World store as a fallback for visitors where local stores don't exist. The use cases can be down to very light touch scenarios such as free shipping messaging across the site for specific territories only, or notifying that duties will occur from certain countries.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a few ways to tackle this, and the best fit solution will differ based on whether certain 3rd party technologies are already on the site and can be utilised further, or whether there is a development resource.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The first potential method for achieving this is if a personalization platform such as Nosto or Monetate are already being used. These platforms offer in-depth personalization including geo-targeting for content (with additional value-adding features such as customer segmentation etc), so should be an easy addition with a bit of configuration. However, if these aren’t already being used, then they’re probably overkill and too big an investment to be considered for just solving this task.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Next, there are a small selection of Apps available on the Shopify App Store that contain this functionality. ","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/geo-targeting"},"content":[{"data":{},"marks":[],"value":"Geo-Targeting","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" & ","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/quick-announcement-bar-always-keep-your-customers-informed"},"content":[{"data":{},"marks":[],"value":"Quick Announcement Bar","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" are two of the better contenders here. The benefits to installing one of these is that little to no development would be required in order to achieve what you need. The compromise to these options though, are restrictions in how the messaging could be displayed on the frontend - e.g. you may be limited to only delivering this messaging as a popup or a notification bar at the top of the site. Another downside to consider, is that these apps will have a negative impact on performance that you won’t be able to do anything about.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If development resources are not a limiting factor, then I’d recommend not going for a standard Shopify App here. There are stand-alone 3rd party services such as ","nodeType":"text"},{"data":{"uri":"https://ipstack.com"},"content":[{"data":{},"marks":[],"value":"ipstack","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or ","nodeType":"text"},{"data":{"uri":"https://www.maxmind.com/en/geoip2-services-and-databases"},"content":[{"data":{},"marks":[],"value":"maxmind","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" that can be used more effectively to efficiently lookup & store location data of a user based on IP address, which would have less of a performance impact and then offer a greater flexibility on the data you can use and how you can use it. For example, this data could include City / Postcode for localising within a country, or latitude & longitude for plotting into some map functionality. Displaying messaging within a quick cart or checkout is a good example of when complete freedom is required from a frontend point of view - and wouldn’t be achievable without some development effort.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Implementation using one of those third parties for lookup is a very robust and flexible solution, but does come with an ongoing monthly/annual cost for the service - which varies depending on the amount of traffic hitting the site. This could end up being a sticking point, or again may well be overkill for what is needed. If you don’t require that extra data, and only need to give messaging by country, there is a way to do almost the same thing natively within ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/shopify-plus-consultancy/"},"content":[{"data":{},"marks":[],"value":"Shopify","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As part of making steps to improve Internationalization, Shopify released their ","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/geolocation"},"content":[{"data":{},"marks":[],"value":"Geolocation App","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" for merchants. This is essentially to use Geolocation to recommend the Language & Currency that should be rendered to a user. But with this came some API endpoints, which aren’t clearly documented, but can be utilised here. For example, here I’ve used the ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"‘browsing_context_suggestions.json’","nodeType":"text"},{"data":{},"marks":[],"value":" endpoint - which returns the name of the country I’m browsing from. I can then pass this data into my theme, and use it to check if that country is where I want to target my messaging. If so, I see this:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6YCAztrmQJq9GYy6KlFzJr","type":"Asset","createdAt":"2020-10-09T14:12:54.224Z","updatedAt":"2020-10-09T14:12:54.224Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Screenshot 2020-10-09 at 09.47.22","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6YCAztrmQJq9GYy6KlFzJr/a8d404355f25831050a061b19aeff38b/Screenshot_2020-10-09_at_09.47.22.png","details":{"size":111883,"image":{"width":2726,"height":612}},"fileName":"Screenshot 2020-10-09 at 09.47.22.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"But when I open ","nodeType":"text"},{"data":{"uri":"https://www.tunnelbear.com"},"content":[{"data":{},"marks":[],"value":"TunnelBear","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and use it to set my browsing location to be USA, then I no longer see that messaging:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1EFxkxzTwWMsi5W5KgPOhM","type":"Asset","createdAt":"2020-10-09T14:13:40.135Z","updatedAt":"2020-10-09T14:13:40.135Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Screenshot 2020-10-09 at 09.49.30","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1EFxkxzTwWMsi5W5KgPOhM/14294124ccf741f3940757183de1ca1a/Screenshot_2020-10-09_at_09.49.30.png","details":{"size":76713,"image":{"width":2722,"height":468}},"fileName":"Screenshot 2020-10-09 at 09.49.30.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"This can then be applied across the whole theme, to add that content into the cart or checkout - or to start displaying different content for different locations. While this demo took a total of ~10 lines of code, this can be extended further - and integrated into theme settings to make the messaging completely manageable through the Admin interface.    ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"These cover the different methods that can be used to achieve personalised content by geolocation. As always, there will be other apps & services available that offer similar functionality - and I’d be keen to add more good options to the list, so do let me know your experiences on this topic!   ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"backgroundImage":{"name":"milky-way-background","url":"//images.ctfassets.net/rsv5jnhanwkh/3LV6FgquxGjZbIMj9P6LkK/1e6761ff00810e59cc64ccd55105234c/milky-way-background.jpg"},"publishedOn":"2020-10-09T14:14:18.848Z","mainImage":{"name":"Screenshot 2020-10-09 at 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V 2020 Logo","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6s4xFi28KVaEJy9klXGCLM/bb1f8bb11d05c80bc665cb04606be83c/icon_vervaunt_2020_white_green.svg","details":{"size":1899,"image":{"width":229,"height":311}},"fileName":"icon_vervaunt_2020_white_green.svg","contentType":"image/svg+xml"}}},"twitterLink":"https://twitter.com/vervaunt","instagramLink":"https://instagram.com/vervaunt","linkedinLink":"https://www.linkedin.com/company/crimson-fox","copyrightText":"© 2021 Vervaunt. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Magento Google Shopping Best Practices - The Definitive Guide","slug":"magento-google-shopping","description":"This guide was written by Josh, to help Magento users understand best practices for creating and optimising shopping feeds, the pros and cons of different feed tools, optimal account setup and much more.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"About Vervaunt","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://vervaunt.com"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Vervaunt","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" is a London-based Paid Media and eCommerce Consultancy who work exclusively with retail brands to support and drive growth. The company specialises in managing paid media accounts (with a focus on Google Shopping) and supporting replatforming projects (from scoping & requirements gathering through to project support). Vervaunt’s paid media offering spans across all paid channels (search, social, shopping, display, Amazon etc) and is geared around being more hands-on and much more technical than your average team. Some of Vervaunt’s clients include MUJI, Sunspel, The Conran Shop, Antler, PMT Music, Lulu Guinness, Pet Supermarket, Self Portrait and David Austin Roses.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"About the Author (Josh Duggan)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Josh Duggan is the Co-Founder of Vervaunt and runs the paid media offering and team. With more than 8 years experience, Josh has predominantly worked in the eCommerce space across all main RTB channels incl. search, shopping, social, video and programmatic display. At Vervaunt Josh leads the management / optimisation capability and the development of all Vervaunt proprietary technology. Josh has spoken at multiple global conferences.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"An introduction to Google Shopping","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"\nGoogle Shopping is a form of paid advertising specifically for online retailers, that allows users to search for products across the web and compare prices between different vendors.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google Shopping displays rich product listings within standard results pages, allowing consumers to compare pricing and click directly through to the product detail page on the given website, as can be seen below. These listings  also serve within the shopping results page, which allows users the option to browse products and filter results. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Over the last few years the visibility of Google Shopping listings has increased considerably, with shopping ads now driving 80% of Google Ads traffic across non-branded, retail queries. In terms of the benefits for merchants, Google Shopping typically delivers lower CPCs and a higher conversion rate than standard text ads, and is generally one of the quickest and most efficient ways to promote products.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google Shopping delivers ads by indexing product data within the shopping feed to match a user’s search query. The initial overhead around shopping is often lower (dependent on product data, which will be covered  later in this guide) than for search ads, as they do not require the granular build of thousands of keywords. For retailers new to paid media, launching Google Shopping is one of the most efficient ways to build out your activity; you can run a search term report to identify high-performing queries which convert to sales, gradually building out product level text ad campaigns based on these searches. As your customer base and audience knowledge grows, you can begin targeting broader generic keywords, overlaying audience data to ensure these are only served when conversions are most likely. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The number of shopping products served in the SERP has steadily increased from 5 to 30 with a range of new ad formats being rolled out. In addition to this, an increase in mobile traffic (where shopping ads are more prominent) has also contributed to the massive increase in Google Shopping traffic.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"An introduction to the Merchant Centre and building a shopping feed","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In order to set up Google Shopping, retailers need to initially set up a Google Merchant Centre account, which houses the product feed and product data. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Here merchants can upload product data in various forms or, depending on the ecommerce platform, connect a catalog via API. If you’re using a data feed (most common), this must be saved in one of the below formats:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":".xml: XML (not supported for local product inventory feeds)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":".txt: TSV","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":".gz: Gnu zip, compressed TSV (recommended) or XML.zip: Zip, compressed TSV or XML.bz2: Bzip2, compressed TSV or XML","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product data can also be sent via an API as mentioned above, however it is recommended to use a fetch of the product data in the above formats so that it can be easily downloaded to debug and check for issues. This also provides an opportunity to optimise the data - you will likely want different data serving to what is simply promoted on site. Depending on requirements, the Google shopping feed can be used for other purposes, such as Facebook, Amazon and Bing advertising. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Building a shopping feed via Magento extensions or third party solutions","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Magento's API solution for Google Shopping","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s worth mentioning Google Shopping ads Channel which was disabled on April 28, 2020. Although this was a good option for smaller retailers, due to its quick and easy set-up, it did have a few drawbacks. It required advertisers to create a new merchant centre which would unlink any existing merchant centre accounts. New merchant centres can take up to 7 days to be approved and for many businesses, 7 days without Google Shopping would have a negative impact. It was also very limited in terms of optimisations and managing product data, as it would simply input data from Magento directly to the merchant centre. If the Magento API does return, it is worth reviewing these points before deciding on this option.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Magento shopping feed extensions","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In general, it’s much better to use a third party extension to create and generate a shopping feed, in comparison to relying on a direct API. We’ll use Wyomind’s Data Feed Manager extension as an example in this section, however other suitable extensions include those developed by RocketWeb, Amasty, Data Feed Watch and Mirasvit. These solutions all have relatively similar offerings and allow for multiple data feeds to be created based on attribute values and hard-coded values.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"They are cost effective (normally with a one-off fee), allow the management and optimisation of the feed within Magento, and are easy to install and set up. Please refer to the next section ‘Installing a module and configuring the feed’ for examples on how to set up and optimise a product feed via an extension. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Third party shopping feed solutions","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Operating as a separate platform which will import  data from Magento, third party feed solutions are the most sophisticated of all the options. They give the most control over the feed optimisation and the ability to create additional custom fields. For example, you could import data from multiple live sources to refine and adjust your feed which is harder when managing the feed purely in Magento. As a further example, dynamic cost price can be pulled from an external source, allowing the third party solution to update the current profit margin into the feed, which then helps to optimise activity accordingly. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a number of third party feed solutions, Feedonomics, Intelligent Reach, GoDataFeed, Channel Pilot, Shoptimised and Feed Optimise being a few we have worked with. Within these solutions, we typically recommend the smaller more specific feed management solutions, for example Shoptimised and Feed Optimise. These have low ongoing costs and almost everything  mentioned in this guide is possible with these options. The enterprise level solutions (Feedonomics and Intelligent Reach) are slightly more sophisticated but are only really needed by larger merchants. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For simple feed management it should be a relatively low ongoing cost. If you are using the solution for broader purposes, for example managing Amazon inventory and passing back orders into Magento, it’s worth speaking to a number of solutions to understand their costs and offering. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Installing a module and configuring the feed","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are two ways to install an extension in Magento 2, similar to Magento 1: either by using the Extension Manager (which is the Magento 2 equivalent of the Magento Connect feature) or via a manual install. The former is very straightforward; all that’s needed is an admin account and the Magento installation access keys (to connect to Magento Marketplace where most extensions reside). Once authenticated, available extensions can be browsed and simply installed.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you choose to install the selected extension manually you will have a further two options: download the files and place them in the app folder (following a similar approach used by Magento 1), or use Composer (a package manager for PHP) which is the preferred method.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Not every third party extension allows installation via Composer although more and more vendors take advantage of this method as they get more accustomed to it. Installing extensions via Composer requires technical skills and you should always ask a developer to perform the installation.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The main benefit of using Composer is that with each further deployment to the website, it will automatically receive the latest version of each third party extension, therefore keeping up-to-date for security reasons, as well as having the latest features without having to manually check for each new version (especially beneficial to sites that take advantage of many extensions).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are further technicalities to consider when choosing the Composer approach to install extensions, which will depend on your development and deployment strategies - you can always consult the Magento devdocs to learn more.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once the module is installed, you will need to configure it and build out the feed data. This will likely require new attributes to be created if you’ve not done any form of paid media in the past. Once you have the feed created, you can then upload this to the Merchant Centre and wait for initial feedback. There may be a number of issues with the feed and these can be resolved by adjusting the configuration of the feed in Magento. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In Magento you will essentially map your Magento product attributes to the most relevant fields within the shopping feed. Please see an example below where we map the Magento “google_feed_title” attribute to the Title attribute in the feed. You may also want to map other Magento attributes such as “quantity” (which would represent stock availability) to a custom label allowing you to upweight products with more stock, for example. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The key benefit of creating a second product attribute for things like optimised titles and long descriptions, is that you don’t need to edit the live title or description on the website, in order to have the data optimised within your shopping feed. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The above screenshot shows how product attributes are used as variables within the XML markup. These can then be changed into new attributes and created and populated with optimised data.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Optimising the product feed","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Summary of product attributes","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A list of all the required and additional product attributes can be found here: ","nodeType":"text"},{"data":{"uri":"https://support.google.com/merchants/answer/7052112?hl=en-GB"},"content":[{"data":{},"marks":[],"value":"https://support.google.com/merchants/answer/7052112?hl=en-GB","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Include as many product attributes as possible to allow for filtering (within the shopping results page) and to rank for more specific queries. Please see a top-line summary of the key attributes below (Shopping feed attributes and optimisation), as well as recommendations for optimising these to increase coverage.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Shopping feed attributes and the GTIN (Global Trade Item Number)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"GTINs are a common issue for many advertisers when creating a Google Shopping feed. Either this data has not been added to the product data in Magento, or it can be time-consuming to source. It is best practice to include the GTIN, however there are two workarounds when this is not possible. Here is a simple workflow to follow:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Add GTIN when possible (this would be added as a product attribute in Magento and the values would most likely be imported if they are not already available in Magento).","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If no GTIN is available, ensure your Brand and MPN (Manufacturer Part Number) values are pulled into the feed. These should still be included even if the GTIN is available.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If no GTIN or Brand and MPN – Add [identifier_exists] and a value of ‘no’ into the feed. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"If using bundled products or grouped products, use the GTIN of the most significant product. If a bundle consisted of 'buy a pair of shoes and get two free pairs of socks’, it would be the GTIN of the pair of shoes that would be most significant, for example. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Optimising the Product Title","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product titles have the largest impact on product relevance and how often your ads appear against searches. One initial thing to remember is that the title for Google Shopping doesn’t necessarily need to be the main title of the product, it could be a separate attribute in Magento. You could, for example, add in a new product attribute called ‘google_title’ and then configure the feed to pull in this value, rather than the existing title.You will most likely want to drive as much volume through Google Shopping as possible. If so, you should use the keyword planner to identify the search terms with the highest volume which match your product. Titles can then be amended to increase how often they appear for these terms. For example, the following title: ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"High Waisted and Skinny Fit Ripped Jeans - ","nodeType":"text"},{"data":{},"marks":[],"value":"the keyword planner can be used to identify which terms would be best suited at the start of your product title. Within this example, ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Ripped Jeans","nodeType":"text"},{"data":{},"marks":[],"value":" has the highest search volume and should be at the beginning. The product title ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Women’s Ripped Jeans - Skinny Fit High Waisted Jeans ","nodeType":"text"},{"data":{},"marks":[],"value":"can then be created. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google has outlined industry recommendations and you will want to include gender for clothing products, for example. The key thing here is to test different product titles and see how your impression share and volume is impacted. It might also be that users search more often for a synonym version of your product. For example, ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Sandals","nodeType":"text"},{"data":{},"marks":[],"value":" is searched 83% more often than ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Flip Flops; ","nodeType":"text"},{"data":{},"marks":[],"value":"therefore, product titles should be amended based on search behaviour. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For clothing & accessories, Google recommends the below format for titles:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Brand, Gender, Product Type, Attribute","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"As per the above, include brand where there is high search volume. For example, a Levis title should be: ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Levis Women’s Ripped Jeans - (Colour) Skinny Fit High Waisted Jeans","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are many feed tools and optimisers which will essentially add attributes such as gender and product type to the beginning of your title. This guide is designed to provide you with the insight to optimise your product feed internally. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"“We recommend optimising your 10% top sellers manually using the recommendations in this guide. You can then automatically optimise all other products by appending the most relevant attributes. It might be that you want to append Gender and Product type to your title so you can quickly optimise hundreds of products at once. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"For example, using ‘Women’s Jeans - High Waisted and Skinny Fit Ripped Jeans’ would help you rank more often for the core term ‘Women’s Jeans’, now at the beginning of the title. With bulk changes, be sure you sense check the logic, for example do not end up using gender twice within the title” - Josh Duggan, Vervaunt","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Optimising the Product Description","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As much detail should be added to product descriptions and other attributes as possible. Google suggests including more detailed descriptions and extra attributes, such as material and colour, can lead to 10%-20% more impressions. In general, product descriptions should be at least 500 characters and ideally  1,000 - 3,000 characters. You should also use the key terms from your product titles  multiple numbers of times within the product description. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"“To easily expand your product descriptions, we recommend writing at least 1,000 character descriptions per product category. You can then simply append your existing product descriptions with the relevant category descriptions you have built out. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"You should cover synonyms which users may be searching for, and also all high volume queries you pull out from the keyword planner, for example ‘Smart Casual Shoes’, ‘Work Shoes’ etc. Once appended to your products, you will have a fully enriched description for each item. You could again build out specific descriptions for your top 10% of products. Make sure you include the search terms which are driving sales for your products to ensure  maximise visibility on terms you know convert” - Josh Duggan, Vervaunt","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Matching the Google_product_category","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is another key attribute and it’s imperative to ensure products are categorised into the most specific and relevant groups possible. You can find the list of all categories here: https://www.google.co.uk/basepages/producttype/taxonomy.en-GB.txt. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you sell guitars for example, the category should be: Arts & Entertainment > Hobbies & Creative Arts > Musical Instruments > String Instruments > Guitars. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Setting the Product_type","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Although an optional attribute within the feed, the product type allows more descriptive terms to be added to your product category in comparison to the Google product categories, and will also help search rankings. Product type is often overlooked, however, Google recommends: “When you submit a product_type, we can better understand what you’re selling, and when we understand what you’re selling, we can help connect users with your products.” It is also a key factor in your Google Shopping set-up within Google Ads.  Using product types will allow the creation of a more granular campaign structure and also ensures that new products will filter into the correct campaigns. Below shows an example of a product type and how this can be used to build a campaign.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For Books > Non-Fiction > Sports > Baseball, you could use this structure:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Campaign – Books","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Ad Group – Non-Fiction","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Product Group level 1 – Sports","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"> Product Group level 2 – Baseball","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"> Product Group level 3 – Item IDs","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"One tactic we have recently begun testing, is to add in competitor terms to the final levels of the product category. This will help you appear against competitor terms (if relevant) without impacting anything the consumer sees, for example title and description. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Optimising Images","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product images need to be high quality. At a minimum, use high-res images that fill an 800 x 800 pixel space. You can test varying camera angles of images to make products stand out and look different to competitors. Don’t use watermarked or edited product images though as these can be disapproved. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The maximum image and file size is 64 megapixels and 16MB. Make sure the image is clear and it is typically recommended that it take up no less than 75% of the background. Below is  an example of a common product image style. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Sale prices & promotions ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Sale prices","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"When changing prices during a sale, ensure the feed is updated correctly to display the promotion. Please see Google’s example below: ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"By simply changing the price in Magento, the Google Shopping price will automatically update as well; however it will not show the price drop and highlight the sale. You should use the sale price attribute in Magento so that the cost saving is pulled into the ad (as shown above). To show the price drop, simply update the sale price attribute with the new price. You may need to update your feed app for the sale price to update. Example below:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Alternatively you can manually add this attribute and schedule the sale price using the  ‘sale_price_effective_date’ attribute. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google does sometimes recognise if your feed price drops over a 90 day period and will highlight this. However, it is automatic and not guaranteed and the best option is to use the sale price attribute within the feed. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Promotions","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"\nPromotions are added within the Merchant Centre; you can either discount by a set amount or percentage, or offer a free gift or free delivery. The above promotions are either applied to all products or a selection. Example below:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"To apply this to all products, simply select ‘Choose all products’. To apply the promotion to specific products, the Promotion ID (seen above) needs to reflect the promotion_id within your product feed. The Promotion ID needs to be applied to only the relevant products via the shopping feed. This option allows multiple promotions to run across separate product groups (promotions can also be scheduled in the Merchant Centre). You can now also filter products when adding, the promotion so you may add a 10% promotion to products where brand = Nike, for example. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Feed diagnostics & common issues","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a number of alerts within the Merchant Centre to watch out for. These are categorised as Errors (red - which will likely lead to disapproved products), Warnings (yellow - which will negatively impact your ads), and Notifications (blue - which are suggested optimisations).You will need to fix all Warnings immediately. These will generally be issues with the required attributes within the feed. Most of the errors should be relatively self-explanatory and easy to amend.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Missing microdata is a common Error notification. You can easily add the required markup (this is the same as structured data commonly associated with SEO) to the templates based on your attribute values, or by using an extension like MageWorx SEO. The missing microdata will most often be “condition”, “price” or “availability” - MageWorx SEO allows the chosen markup to be added directly onto the product detail pages.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One extremely important aspect to note, is the possible issues that may occur during replatforming. The Google Merchant Centre houses your historical product performance data within the SKU ID. This means that should you ever change product IDs (if moving platform or for any other reason) that you need to ensure the IDs remain the same in your feed. You can do this by simply updating your feed export with the previous product IDs, rather than their new, different IDs. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"How to build your shopping campaigns in Google Ads","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Account structure will be fully dependent on the advertiser, however there are overall principles that can be followed when creating campaigns. Campaigns should be segmented by Product Type, for example using the navigation bar of a website to separate out ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Cycles, Trainers, Clothing, Football, ","nodeType":"text"},{"data":{},"marks":[],"value":"etc. You may wish to split this down further if specific products are driving a significant number of conversions and therefore warrant their own campaign and budget, for example, Nike trainers. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As above, campaign structure may follow the navigation bar on a website. A sports retailer for example may have a campaign for ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Shoes, Tees and Shorts","nodeType":"text"},{"data":{},"marks":[],"value":". Ad groups will need creating based on the second Product Type layer, for example ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Shoes split by Running Trainers and Tennis Shoes","nodeType":"text"},{"data":{},"marks":[],"value":". They could alternatively be split by brand: ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Shoes (campaign) > Adidas (ad group),","nodeType":"text"},{"data":{},"marks":[],"value":" for example. It may be more relevant however to build campaigns by brand, segmenting ad groups by Product Type, for example. ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Adidas (campaign) > Jumpers (ad group)","nodeType":"text"},{"data":{},"marks":[],"value":". Many retailers segment campaigns by brand, working towards different KPIs based on the respective profit margins and stock, etc.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"At the campaign level, it’s possible to optimise by specific locations, devices, time of day and also easily manage negative keywords (through the shared library) - these should be taken into account when building campaigns. Product categories for example, will see different performances across different devices. A basic example is that high value products often convert less on mobile devices. In this scenario, you would want to break out campaigns factoring in the product price. Device bids can then be measured and optimised separately. Within  ad groups, product groups are the final layer which contain either a group of products or individual products. Bids are applied at the product group level, and you would therefore generally want to break out specific products into their own product groups. When products are driving a lot of volume and/or you want to push or de-prioritise products, then you will need to ensure the products are in their own product group with their own bid. In general, we recommend breaking out product groups as granularly as possible and only group products together if they are very similar and low value, for example packs of golf tees. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s possible to have multiple product groups within each ad group and these should be further segments of your ad group category. If your ad group is Shoes for example, you can break that out into product types ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":">  Sprinting Shoes, Running Shoes, Track Shoes and Road Shoes,","nodeType":"text"},{"data":{},"marks":[],"value":" etc. Five levels of product groups are possible. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In this example you would break out another product group within ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Sprinting Shoes - ","nodeType":"text"},{"data":{},"marks":[],"value":"the Item ID to allow SKU specific bids. Please see an example below which has broken out Yamaha (Brand), Bass (Product Type 1), Bass Guitars (Product Type 2), Electric Bass Guitars (Product Type 3) and then the Item IDs (2006 and 642). ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you do break out Item IDs (individual products) within product groups, all other SKUs will pull through within an ‘Everything Else’ product group. It is important to monitor this closely to ensure that products are split out and optimised where needed. If an individual product within an ‘Everything Else’ group is proving expensive and not converting, this will need to be broken out into its own Item ID product group within Google Ads. You can then apply a reduced bid, or even exclude it. Conversely, top sellers should also be separated and upweighted. You should also be aware that new products will be assigned into the ‘Everything Else’ category. If you were to add new ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Sprinting Shoes ","nodeType":"text"},{"data":{},"marks":[],"value":"to the feed for example, you would need to break these out immediately to optimise the bid.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"How to optimise your campaigns in Google Ads","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The search term report is one of the most important aspects of Google Shopping. Unlike search campaigns where you decide the keywords, Google Shopping serves ads when a user’s search matches your product feed data. This however can lead to ads showing for a number of irrelevant and under-performing keywords. It is therefore imperative to review your search term report, filtering by impressions and spend, to make sure the worst performers are excluded. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Bids are placed at the product level rather than at keyword level, which can cause issues. For example, it is likely that someone searching for ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Buy","nodeType":"text"},{"data":{},"marks":[],"value":" ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Nike Air Max","nodeType":"text"},{"data":{},"marks":[],"value":" is more likely to purchase than a user searching for ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Trainers","nodeType":"text"},{"data":{},"marks":[],"value":". However, with bids placed at the product level, you assign the same bid for both queries.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"“One common tactic to optimise keywords within Shopping is to segment campaigns by branded and generic terms. This will allow you to maximise coverage and impression share when users are searching for your brand and then optimise more specific bids to the generic terms. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Simply create 2 variations of your campaign: Brand and Non Brand. The branded campaign should be Low priority, and the non branded, Medium. Run an SQR (Search Query Report) over the last 6 months and add all searches which don’t include your brand as a Negative Exact Match keyword within the Brand campaign. Then add your brand name, including misspells, as Phrase Match Negatives to your Non Brand campaign. This should filter brand and generic queries into their respective campaigns, allowing you to apply more relevant bids. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"A custom script can also be used to add in the generic terms as negatives to your branded campaign. This will ensure you maximise coverage on brand on not waste your higher bids on the generic terms” - Josh Duggan, Vervaunt","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This also works well in the case of product specific names and model numbers. For a sunglasses retailer, a user searching for ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Ray Ban Rb3025","nodeType":"text"},{"data":{},"marks":[],"value":" will likely be more valuable than a user searching for just ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"sunglasses","nodeType":"text"},{"data":{},"marks":[],"value":". You can create a low priority model name/ number campaign which negative exact matches all generic searches that do not include the model number terms, e.g. ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Sunglasses","nodeType":"text"},{"data":{},"marks":[],"value":". The generic campaign would then be medium priority and would exclude all model number terms (such as ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"rb3025","nodeType":"text"},{"data":{},"marks":[],"value":") as phrase match negatives. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"“For more advanced advertisers, there are multiple scripts available which will move your campaigns towards being keyword specific. You essentially add in all terms you wish to appear for, e.g. ‘buy bed for bad back’ and all other terms which trigger your ads are then automatically added as negative keywords (via the script). After a month or so of the script running, you have a campaign where the majority of traffic goes through your selected terms delivering a higher return, e.g. model number queries (RB3025 for Ray ban Aviators). You can then increase your bid here, and keep your previous campaign live, with a lower bid, adding in those terms you wish to appear for in the script campaign as negatives. This would be the generic campaign, not including top-performing terms, where you would again apply lower bids”  - Josh Duggan, Vervaunt","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another important aspect of Google Shopping is cross match negatives. Google serves products with the highest ad rank (relevance and bid), which may not be the best product to be serving to the user. Therefore it’s important to make sure campaigns are built in a fashion that allows you to apply cross match negatives to ensure the most relevant product is shown. A simple example of this would be a music retailer, who should have one ad group for ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Drum Products","nodeType":"text"},{"data":{},"marks":[],"value":", and another for ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Electric Drums","nodeType":"text"},{"data":{},"marks":[],"value":". ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Electric","nodeType":"text"},{"data":{},"marks":[],"value":" could then be added as a phrase negative to drum campaigns/ad groups, ensuring searches including ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Electric","nodeType":"text"},{"data":{},"marks":[],"value":" trigger the electronic drum set products. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"“It is also worth creating a high priority campaign for top-selling products. This will ensure these products are shown most often for relevant queries and also allows you to monitor performance and spend separately”  - Josh Duggan, Vervaunt","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"At Vervaunt we use a feed solution which automatically populates top sellers (with higher than average ROIs) with a custom label, and use a high priority campaign which targets all SKUs with that custom label. Top sellers are then pushed into this campaign with a higher bid and priority setting to increase coverage. If the ROI drops the label is removed and the SKU begins serving in its original campaign. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Similarly, we use our Google Analytics API to automatically monitor SKU coverage on top sellers in GA. If top sellers on the site are driving only minimal traffic, an alert will be provided to review this. We can then ensure best sellers on site have good coverage across Google, where relevant. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Additionally, a number of scripts can be used to automatically monitor and apply negative keywords; we have seen many examples where new SKUs can appear for broad, irrelevant terms. Although this should be monitored regularly - the scripts flag under-performing search terms so they can be quickly identified and reviewed. Likewise, a SKU level script flags when a product spends over a certain amount and does not convert. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As mentioned above, it’s important to ensure products are broken out from Everything Else groups, and this should be an ongoing process. Within the below example, products 522 and 658 have been broken out allowing the optimisation of the bids. By first breaking down by category, and then by brand, table football table, and then toulet, you can see there are Everything Else groups which will house the products not broken out. You want to first segment by product category,brand, etc, so that your bids can be optimised for similar products. In this example, set a bit for everything else in toulet, which should then be different to the Everything Else bid for ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"rs barcelona","nodeType":"text"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s important to avoid pulling too much volume through Everything Else groups where one bid is being applied to multiple products where performance can vary. It’s best to make sure that the top spending and converting products are being regularly separated, allowing you to apply more specific bids based on their performance. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Campaign level optimisations should also be regularly applied which include device bids, geographic bids, ad schedules, and remarketing bid adjustments, for example upweighting users who have recently abandoned cart. At the time of writing,demographic and in-market audience bids aren’t currently available in Google Shopping, however, audience signals are becoming increasingly important in search and there will likely be developments with what’s possible in the future.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A good use of technology and data within Google Shopping is where we have applied logic, based on the stock available. There are hundreds of possibilities allowing more sophistication with APIs and data sources in Google Shopping. For example, optimising  profit margin, weather, competition, site data, etc, but one example that works particularly  effectively is stock. At Vervaunt we offer sizing analysis for clients looking at purchase rate by size, but also at returns rate (to help support sizing information on PDPs). For one client we set up a script which alerts when the higher performing small sizes go out of stock, and spend increases on the larger, under-performing SKUs. We also implemented this strategy on shoes, and have seen considerable improvements to ROI by reducing spend when popular sizes are OOS. As product size cannot always fit into a product title, it’s important not to not waste ad spend where users could land on the site via an unpopular size, only to realise the most common size is out of stock before bouncing. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Pros and Cons of Smart Shopping","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"We will first cover the difference between Google Shopping campaigns and Smart Shopping campaigns. In May 2018, Google released its new solution for Google Shopping, this is what we have come to know as Smart Shopping. What is Smart shopping? Google takes your product feed, campaign objective, budget and country settings and uses its machines learning capabilities to do the rest. Google's algorithm decides where and when to serve your ads, how much to bid, and which audiences to target. It essentially takes all management and optimisation away from the retailer, which is great for smaller brands, but limits all of the pre-mentioned tactics above. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Pros for smart shopping","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Simplified campaign management – by leaving the optimisation to Google, this reduces the resource required to fully manage the campaign yourself, and Google’s machine learning capabilities allow for large amounts of data and optimisations to be processed quickly.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Smart Shopping combines search with display which allows advertisers to expand their reach, which includes both dynamic remarketing and dynamic prospecting.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Smart Shopping uses machine learning to serve the most relevant combinations of your visual and textual assets to deliver the highest return.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Cons for smart shopping","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Reporting is limited - placement, search query and audience data is not available. This lack of visibility means you have no knowledge of what may and may not be working. These could also be learnings you could have applied to other campaigns.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Lack of search query reporting is significant as you won’t be able to see which products are serving to which queries. Some brands would naturally want to avoid appearing against certain terms and Smart Shopping does not allow you to add negatives, i.e. irrelevant or low intent search terms. You cannot identify top performing terms to add into search campaigns either. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"No control over your products - Google recommends advertisers target all available products in one campaign which Google then manages. However this means all products will be treated the same, i.e. Google won’t factor into bidding the following: products on sale which an advertiser may want to push more aggressively, products with higher margins, high value products which you want more exposure on, or products with few sizes left in stock which you may want to pull back on, etc. It also wouldn’t know when products are on sale. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"We often find that Smart Shopping spends more budget and drives higher CPCs on under-performing products. When visiting Reports > Pre-Defined Reports (Dimensions) > Shopping > Item ID, make sure that the top spending SKUs are the products driving the best return. We often find that higher ROI SKUs and the GA top selling products are not being aggressively pushed by Google. They will often find a number of SKUs which achieve around the ROAS target and then simply allocate the spend here, whereas there is much more opportunity to push products driving multiple sales at a strong ROI but only have a low impression share.  ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Best Practice for eCommerce PPC","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a number of ways to manage search text ad campaigns and although these normally follow the same principles as mentioned earlier in this document, best practice differs between businesses and agencies. In general, you should be looking to drive as much traffic as possible through exact match keywords. These exact match keywords (although the same principle applies for all match types) should be in highly relevant ad groups, where the ad copy and landing page closely reflects the keyword.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For higher value and high volume terms, advertisers often use a single keyword per ad group (SKAG) to ensure this is exactly included in the headline, description and display URL.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ad Extensions have become much more significant over recent years, especially since these became a factor in quality score. These essentially expand your ad with additional information, which gives people more reasons to select your ad.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Below is an example of sitelink extensions used for Nike, which gives users the opportunity to click straight through to specific landing pages. In this case, Men’s or Women’s running shoes.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Nike have also used a structured snippet (Types: running shoes, shorts, tights, tops), a location extension and seller ratings in this ad. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can apply extensions at the account level, meaning the same messages are presented across all categories. However, it is much more effective to build out category level extensions ensuring users are served the most relevant messages. For example, sitelinks for an advertiser’s Dress category could be Party Dresses, Maxi Dresses, Midi Dresses, Day Dresses, etc. For specific campaigns e.g. Day Dresses, you could apply Summer Day Dresses, Occasion Day Dresses and Casual Day Dresses sitelinks etc. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Pulling product level performance to optimise your products shown in Google Shopping","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Data should be used from both Magento and Google Analytics for analysis and optimisation. Magento, along with GA, provide the overall product level performance across the site, rather than purely PPC results. Magento Business Intelligence (BI) also includes the added data of Time to Purchase and average Customer Lifetime Value (CLV). This data can then be fed into Google Ads, ensuring bids are increased on the keywords delivering the most value based on where the traffic is being driven. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Summary","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google Shopping has become more and more important for retailers, now accounting for 80% of paid ad traffic, across non branded retail queries. For text ads, optimising within ad groups, targeting more specific and lower funnel keywords, and testing different ad messaging tailored to those search queries, is recommended. This article presents the most effective way to improve your Google Shopping performance via both feed optimisation and tactics within Google Ads.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Within your Shopping feed, the most important aspects to optimise are the product titles and descriptions. Google indexes product feed data to serve the most relevant product to a user’s query. Your product title and description are most important in serving your ads to either more queries or more specific queries. For product titles use higher volume terms (or the terms you wish to appear on) at the beginning. There are also specific Google best practices per industry that should be followed. Many clients pull in titles from their website which may limit coverage. A title such as ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Aeroplane Jumper","nodeType":"text"},{"data":{},"marks":[],"value":" for example, will rank a lot less often than ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Boys Cotton Jumper - Aeroplane Jumper for kids","nodeType":"text"},{"data":{},"marks":[],"value":" since more users search for boys jumper than aeroplane jumper. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product descriptions need building out as much as possible. Add in synonyms as well as general terms with high volume; for example ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Work Shoes, Smart Casual Shoes","nodeType":"text"},{"data":{},"marks":[],"value":" would not be in the title but would work well in the description, which customers wouldn't see. We advise using at least 1,000 characters per description to ensure you’re including as many relevant terms as possible. If you’re selling womens ripped jeans then you could include the below terms in the description:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Womens ripped jeans, womens jeans with rips, girls ripped jeans, womens blue ripped jeans, womens ripped jeans.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Your Google Ads structure can really impact performance. Split product types by ad group so that you can apply cross-match negative keywords. For example, adding ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Electric as a negative phrase match keyword","nodeType":"text"},{"data":{},"marks":[],"value":" to the ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Non-electric ","nodeType":"text"},{"data":{},"marks":[],"value":"guitar ad group. You can control budgets, audience, location and device bids at campaign level and it typically makes sense to segment campaigns by the top-level product categories. A structure which allows you to filter more valuable searches (lower funnel/brand) into a campaign with a higher bid is the ultimate goal. You can then restrict spend on the campaigns appearing for more generic searches. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You may also want to create a high- value campaign which is set as high priority. This will ensure that top sellers, products with the highest profit margin or new seasons, etc, are prioritised across your products. In terms of optimisation, product group bids and negative keywords will be the most significant changes to focus on. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"publishedOn":"2020-10-08T14:21:54.197Z","mainImage":{"name":"blog post graphic2","url":"//images.ctfassets.net/rsv5jnhanwkh/7vGbcCDoSFtcLdTqlaijua/290462dfc9df5d64ab1b6dbd31abf01c/blog_post_graphic2.jpg"},"categories":[{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5LxiTX7r06g3Lxrn2es64A","type":"Entry","createdAt":"2022-09-27T11:44:46.909Z","updatedAt":"2022-09-27T11:44:46.909Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"blogCategory"}},"locale":"en-US"},"fields":{"name":"Paid Shopping","title":"Paid 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You have large brands and retailers with a lot of money to spend, you have smaller, challenger brands who are trying to carve a niche in the market and you have a group of brands for whom a website is less of a priority, a portal for retailers to get in touch and to begin the sales process.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In this guide, we’re going to look at which brands are doing it well, and to draw out some of the highlights. It’s always useful looking for inspiration cross-industry, so even if you are not working in sports itself, you should find something of use in here. This is mostly the mid-sized challenger brands who seem to be able to operate their website and content in a more agile way, but also cannot rely on the sheer weight of advertising and multi-channel distribution of say, an Adidas. It may be obvious, but if people arrive on your website and they are already determined to buy a product, there’s much less to do in terms of selling and persuasion - you need to make the journey as simple and as pain-free as possible. So if the Adidas website looks fairly utilitarian, that’s probably for good reason.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For brands and retailers, there are a number of challenges that you face when building your website. In both cases, it comes down to being able to balance brand identity with a customer journey that ends in a transaction. Aside from maybe ten of the biggest brands and retailers, these companies don’t do a great deal in the way of mass media advertising, so people’s view of these brands is largely formed by the interactions with them - with the website and with the products and services. Using brand assets in a sales context highlights the contradiction between the two processes - brand assets seek to draw the visitors attention and make them stop and absorb a message, whereas the slickest sales channels are frictionless buying experiences that connect people with products and then to a checkout. Amazon, of course, is at an extreme end of this.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"These examples highlight some brands and retailers who seem to have got the balance right, as well as some of the features they use to create a great shopping experience.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Tracksmith (","nodeType":"text"},{"data":{"uri":"https://www.tracksmith.com/"},"content":[{"data":{},"marks":[],"value":"https://www.tracksmith.com/","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":")","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"If this feels familiar, you’re right - this New England run brand shares a co-founder with cycling brand Rapha, who used to be the gold standard for this sort of premium sportswear.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"3pUQAIB0eStoTPyn2c0dpD","type":"Asset","createdAt":"2020-09-03T16:00:02.958Z","updatedAt":"2020-09-03T16:00:02.959Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Tracksmith","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/3pUQAIB0eStoTPyn2c0dpD/3abd7c3a2ac907d0d9905857ccddfff3/tracksmith1.png","details":{"size":222005,"image":{"width":353,"height":710}},"fileName":"tracksmith1.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is a great example of the slow sell - each part of the website is thematically consistent around an effort to capture the feeling and quality of running, rather than a collection of pricing and sales banners. In terms of range and product pages, there is particular focus paid to fitting and features - vital if you are charging at the top end of the market.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s also worth highlighting their accessibility menu, launched by a small button on desktop:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2ePPgRLtqei9UECbcRhebJ","type":"Asset","createdAt":"2020-09-03T16:01:16.350Z","updatedAt":"2020-09-03T16:01:16.350Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Tracksmith Accessibility Options","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/2ePPgRLtqei9UECbcRhebJ/7ea26184adec67961327266c241bda78/tracksmith2.png","details":{"size":73312,"image":{"width":445,"height":512}},"fileName":"tracksmith2.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"None of the other websites I looked at had anything approaching this, and while it may not affect the majority of visitors, their commitment to this detail is very consistent with their overall brand\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What they do well\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Integrate brand assets naturally in on-site purchase funnel.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Clear sizing and fit information\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Each range launched with a campaign that is consistent on-site and in advertising, maximising investment in both\r.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"ordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Specialized (","nodeType":"text"},{"data":{"uri":"https://www.specialized.com/"},"content":[{"data":{},"marks":[],"value":"https://www.specialized.com/","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":")","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Specialized is one of the largest brands within the cycling industry, and as such its website serves a dual purpose - providing information and data on its bikes and funneling customers to its bricks and mortar retailer partners to try and buy, and a direct to consumer offering on parts, clothing and shoes.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"At the moment, they are pushing their electric assist offering, which is relatively unusual in having high-end performance options as well as the more common utility versions, which obviously inherit tech and range association from their more expensive cousins.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This comes through quite obviously on the homepage - again, there is only one sales-specific message around free delivery.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"tC7JEy573gOvrQ6rtMVEi","type":"Asset","createdAt":"2020-09-03T16:05:12.908Z","updatedAt":"2020-09-03T16:05:12.908Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Specialized","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/tC7JEy573gOvrQ6rtMVEi/32e81aca7a4ebb6369ac5a18f2924c26/specialized.png","details":{"size":165561,"image":{"width":267,"height":512}},"fileName":"specialized.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The stand out part of this site, though, is the product comparison execution - 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However, between 30 and 60% of site visitors will use the website search box rather than navigation (a number that is higher on mobile), and those that do use the on-site search show higher purchase intent and convert at a higher rate. Once you separate out visitors who access the site through Google Shopping and other lower funnel channels and just focus on entrances through the home page, you have a function that a lot of customers interact with and that creates a lot of value for your business.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So, if you don’t know the share of customers using search, the per visit value differential between search and non-search visits, then the good news is that these are all easily accessible through Google analytics. From there, optimisation follows a fairly conventional set of steps that you can use to improve your customers’ experience and increase the value you get from your website. If you don’t have tracking set up in Google Analytics, it’s straightforward and requires no extra development - just ","nodeType":"text"},{"data":{"uri":"https://support.google.com/analytics/answer/1012264?hl=en"},"content":[{"data":{},"marks":[],"value":"follow the instructions set out here","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". If you have predictive search enabled - a function that suggests products and categories as you type - then be sure to track this by implementing event tracking that captures both the search and the choice. Because this allows customers to make a choice about where they are going, this type of functionality does not require much in the way of optimisation, providing it’s been set up correctly (so remember to track performance and test it periodically to ensure proper function).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What metrics should I use for internal search?\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Internal search occupies a similar step in the ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/benchmarking-and-the-on-site-customer-journey"},"content":[{"data":{},"marks":[],"value":"website customer journey","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" to product listings pages - indeed, most e-commerce platforms will generate them in similar ways, using product data to create matches to user or fixed queries. As such, you can use a similar set of metrics.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Exit rates","nodeType":"text"},{"data":{},"marks":[],"value":"\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Just as with listings pages, the customer journey step is for customers to move to a product description page. The inverse of this is exit rate - customers view the search returns and leave the website. You need to look at this not just in the aggregate, but have a view of what the best and worst-performing searches are.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Null Returns\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A search that returns zero products is called a Null Return. This may or may not be important - if a search is completely irrelevant to what you sell, then it doesn’t really matter. However, this is a relatively unlikely occurrence - generally, customers search for something that they expect to find from you, so tracking and reducing these Null Returns is an important part of the optimisation process\r.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Search Depth\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Search depth tracks how many searches are made. As with any part of the customer journey, you want to enable customers to find what they want as quickly as possible. If customers have to refine or change their searches a number of times, this is an indication that the product listings you are returning are not relevant enough. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Per visit value for search users\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Providing you have enhanced e-commerce set up in Google Analytics, one of the metrics offered is per visit value. Tracking this value against those visitors who don’t use search gives you an idea of how effective your optimisation work is being.\r\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Site search - basic optimisation","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The tools that you have to optimise site search differ from platform to platform. However, the basics are pretty much shared and form some actions that will move your metrics in the right direction. In order to create a priority list for your actions, creating a list of search terms ordered by worst to last by your chosen metric allows you to categorise searches by issue type. This takes a little while and is quite labour-intensive, but will give you a really good insight into the issues that your customers are facing. Layer onto that the customer testing that you are doing and you should have a pretty good idea of what you need to tackle.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Hard redirects","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Most platforms will allow you to put in redirects from a search page to a category page. This can sometimes be useful when your categories have different names that customers use - you can only use one, the most common, but your website may not be able to deal with the nomenclature. In cases like this, you can quickly reduce exit rates.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Remerchandising and re-ordering","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As with listings pages, most websites will allow you to change the way that products are listed away from the default. It’s worth experimenting with this on high exit rate pages to see if you can find a presentation that is more effective for customers. Failing this, you can create entire new merchandising for high volume pages, in a similar way that you might create landing pages for PPC. This can be particularly useful for searches for brands that you do not carry; customers are searching for these brands because they want to find products that these brands create, and you have an opportunity to showcase alternatives that you do.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Introducing context into search returns\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Different searches can mean different things in different verticals of your website. For example, if you run a sports retail website, a customer searching for ‘trainers’ is trying to find shoes in the running section and turbo trainers in the cycling area. If your search function is context-aware, you can modify the results to provide better product listings to your customers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Site search - advanced optimisation\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As with listings pages, site search results are ideal for integrating personalisation and machine learning tools. Increasingly, e-commerce platforms are shipping with these already integrated, but there are some very good ones on the market such as Klevu, Instant Search and many others - your choice will depend on budget, platform and capability. In any case, this is something that you can draw a fairly direct line between investment and uplift, so making a ROI-based business case should be fairly straightforward.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"These tools take the points about context and ordering and apply live customer data to the returns that they generate. These tools are not just plug and play - you will still need to take time to seed data into the tool and to help it to optimise along the way, but used correctly, your chosen tool can drive value, and quickly. The key to either approach, however, is to have someone who is responsible for doing this, otherwise it can drift and be left as something that works just well enough not to be regarded as a noticeable pain point.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Site search - other uses for data\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The great thing about the data you collect from site search is that it is your customers telling you what they are looking for. This is hugely valuable, not just for you as leader of the e-commerce team, but for other parts of the business too.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Marketing\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The first tenet of marketing is to listen to what your customers are saying. Producing a weekly site search report gives useful data on what language customers use for the creative teams and those responsible for your search media spend. These search terms are a great resource for generating additional keywords for bidding or for organic optimisation.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Buying and Merchandising\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Knowing what customers are searching for - especially sizing, color and other variants - is tremendously useful for people who have to order and reorder products. Brands generally produce a limited amount of stock, so knowing where the demand lies gives your buying and merchandising team a competitive advantage over other companies that are not using search as business intelligence. This, of course, can be combined with data from Google, especially from Google Shopping and the range report that is now offered as part of the merchant center interface.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In conclusion - site search may not be sexy, but you will benefit tremendously by applying some focus and investment to it, all the more so because many of your competitors will not. It’s long been Amazon’s most underrated customer feature and the one that is more easily replicable, so take a look at your numbers today.\n\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"backgroundImage":{"name":"hero background","url":"//images.ctfassets.net/rsv5jnhanwkh/7sGzxAJ0S5nSKaU9yNtX7a/16574190b90bcd30b12f1b4027c12419/bluebg.jpg"},"publishedOn":"2020-09-03T14:29:58.288Z","mainImage":{"name":"Internal 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For example, as wireless internet connections have got quicker and data has got cheaper, it’s been possible to include bigger and higher definition images or video on mobile product pages. E-commerce sites in particular often have a wide range of different content types, for product pages, blogs, social, and so forth. For this reason, it’s good practice to undertake a periodic content audit and review your content plan and how it ties into your marketing and media plans.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What is a content audit? \r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"A content audit is an in-depth account of all of your content, listing it out in detail, and reviewing the purpose and performance of each type and piece of content. This can take a while, so it’s worth doing well so you only need to do it once a year or so. Because you, as a business, spend so much time creating content in all its various forms, it can be very beneficial to review what you’re doing, how you’re doing it, and how well it’s working. Because content creation is frequently an activity that crosses multiple departments, guidelines and best practices can become diluted over time, so it’s also a good opportunity to review these with the people who are actually doing the work on a day to day basis.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Why do I need to do a content audit?\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a number of benefits to doing a content audit.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Improve organic traffic\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As trends in SEO have come and gone, one thing has remained consistent - content is king. It’s the words and images on your pages that create search relevancy and drive search. A content audit should allow you to identify opportunities to improve, add or retire content that will increase the volume of organic traffic that you get, either by widening the breadth of searches you’re returned for or by improving the visibility of your website.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Improve conversion rate\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A close examination of performance can give you the opportunity to identify reasons why pages - in particular, product pages - might be underperforming. Because of the large amount of variations in product type, you can set up projects to improve information and data and improve page performance.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Improve customer experience and reduce contacts per order\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Good content doesn’t just get a customer over the line to make an order, it also reduces the chances that customers have made an incorrect purchase. As well as product pages, this includes supporting content such as buying guides, FAQ sections, and customer service pages. Reducing contacts per order will make your business more efficient and reduce pressure on the customer service team, allowing them to give better service and satisfy more customers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Identify content gaps\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A content audit doesn’t just deal with the performance of content that you do have; it also tries to identify gaps that are causing your website to underperform. For example, your internal search metrics and customer service enquiries may indicate that customers don’t understand a particular product range on your website, allowing you to fill the gap with relevant video or buying guide content.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Align all content creators\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Over the course of time, the people who actually create content may change. Particularly if different content types are created in different parts of the business, this can lead to inconsistencies in wording, style, and quality. A content audit that involves all of these parties is a good opportunity to reinforce these guidelines and to retrain where necessary. The teams that people belong to may well have different KPIs to marketing and as such less of a focus on the content they’re producing, so getting everyone together can produce a marked improvement in performance.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do I do a content audit?\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"A full, detailed content audit involves examining the performance of each page of your website. For businesses with large ranges of content, this can be a lot of pages, so it’s worth bringing in a few stakeholders to help you with it. Additionally, you are looking for outliers in performance to identify broader improvements, so you can put in filters that will help you reduce the amount of investigation to a more practical level. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"While each content audit will be different, there’s a process you can go through to make it easier for you.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"List out content types, purpose, KPIs and owners\r\n\nStart by dividing up your content, grouping by type. For example, product description, data, blog content, product guides, customer service content, social media content, graphics, video, etc etc. Then, note down who is responsible for the creation and performance of each content type. This may be a team or person. This step is really important - you are not going to be able to push through improvements unless a named individual is accountable.\r\n\nAlso detail the purpose and metrics used to assess the performance of each content type. This helps your assessment not to be too vague - you may feel that it’s fine that a blog post attracts a certain amount of traffic, but if the traffic does not flow into the website and eventually create value, then you will end up spending time without getting a return. It’s very helpful to map these ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/benchmarking-and-the-on-site-customer-journey"},"content":[{"data":{},"marks":[],"value":"content types to the customer journey","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" - this will make sure everything aligns to your priority.\r\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Download a list of pages and metrics from your analytics tool\r\n\r\nIf you’re using Google analytics, it’s pretty straightforward to download the relevant groups of pages from your website along with the appropriate interaction metrics, be it incoming organic traffic, add to cart rate, etc. From there, you can order by performance to identify the best and worst performing pieces of content. At this point, you can start to investigate similarities within these groups - do the worst performing product pages have incomplete data or a low number of reviews, for example? You can get the individual stakeholders to do this - they are closest to the content and will have the best insight into what is lacking and what is not. \r\n\r\nIf you have translated content, then you should deal with this separately, especially if translation is not happening in full at the same time (for example, product data may be prioritised first and then a longer description).\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Having identified gaps and the weakest content, you can create a plan to improve it. The stakeholders you identified will lead this for their own content type. It’s important to put dates and resources needed against each set of actions, as well as the types of improvement to be made and the metrics you expect to see when complete. This way, you can work your way through the set of content that will have the largest impact on website and customer performance metrics.\r\n\r\nThis will overlap a lot with your regular content and media distribution plans, both in production resources and distribution channels, so once the audit and plan are complete, it’s worth aligning them with the broader schedule to see what can overlap. For example, if you have a task to update the buying guides on a certain range or set of brands, then it makes sense to do this in line with any new season range and product launches that might be taking place, especially if you can use third parties to help generate more content.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"ordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"\nOverall, a content audit is a lengthy and involved process, but doing it right will create a lot of value for your business in the long run - it’s always obvious when you visit a website and the content is stale, out of date and irrelevant. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Fraud Prevention & Protection for Shopify & Shopify Plus","slug":"fraud-prevention-protection-shopify-shopify-plus","description":"Even the most high-profile of eCommerce stores can fall foul of online fraud, so it pays to put in place some protective measures. This guide explains what fraud protection and prevention tools are available within Shopify and Shopify Plus. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Fraud prevention is not the most glamorous topic for eCommerce teams and, for that reason, it often goes under the radar when discussing requirements and functionality when planning a migration to, or a build generally with, Shopify Plus. But for all the plans of how Shopify can help your business grow, this age-old problem could still be draining a lot of money or causing unnecessary operational overheads in the background, when it doesn’t need to.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"By fraud in this context, we are mainly talking about any orders resulting in you incurring chargebacks - which is based on a user’s bank reclaiming the value of an order after it has already been processed. This can include ‘true fraud’ in cases like stolen credit cards/details being used to place an order, and ‘friendly fraud’ where the legitimate card owner reports the transaction to their bank after the event in order to get reimbursed. If migrating from another platform, you might well be familiar with solutions like Third Man (a commonly used solution provided alongside Sagepay) or Kount (Braintree’s equivalent), but Shopify Payments doesn’t really (I’ll come onto this more later) have this. Shopify Payments does support 3D Secure (3DS), which is where, during the checkout journey, the customer will be redirected to their debit/credit card provider's page and asked for additional verification. This greatly reduces the risk of transaction fraud by putting additional verification in place for the user - using 3d secure also means that the transaction ","nodeType":"text"},{"data":{"uri":"https://securionpay.com/blog/benefits-3d-secure/"},"content":[{"data":{},"marks":[],"value":"risk / liability is passed to the card issuer","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":".","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"When looking to find a solution, the logical place to start is with what Shopify can offer natively. Shopify, by default, will do a risk analysis on each order which can be seen on an Order page within the admin down the right-hand side (as per the image below) - and is graded at:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"High risk\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Medium risk\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Low risk\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"dq6csD3VeF4NeK64R0qJk","type":"Asset","createdAt":"2020-08-28T13:11:52.764Z","updatedAt":"2020-08-28T13:51:19.371Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":2,"locale":"en-US"},"fields":{"title":"fraud analysis","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/dq6csD3VeF4NeK64R0qJk/ab79f6262c1a73162571232c11c87c64/fraudanalysis.png","details":{"size":24088,"image":{"width":310,"height":485}},"fileName":"fraudanalysis.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is a good starting point, although it is based on a relatively simple set of criteria. The main things considered are card details, billing and shipping address information, transaction value and previous history of this user across Shopify stores (which will eventually become much more powerful with Shopify's push for world domination). \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The problem with such a rudimentary traffic light grading system, is that a high-risk order could well be just someone purchasing whilst on holiday or traveling for work - which in some cases, could be an important segment of orders. So ideally, this analysis should help inform a decision on next steps, rather than make the decision. Shopify Flow can then be harnessed perfectly here. In theory, it can be set up to automatically cancel each High Risk order - but as above, this isn’t a great idea and it is best instead to automatically tag each instance of these orders as `Risk: High`. The workflow can be set up to look like this:\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6sZBmXxzZcvswQhkjMhn2Z","type":"Asset","createdAt":"2020-08-28T13:15:10.664Z","updatedAt":"2020-08-28T13:15:10.664Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Shopify Flow","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6sZBmXxzZcvswQhkjMhn2Z/8e8bfe1240e0739fa68505ba63814acb/riskflow.png","details":{"size":22609,"image":{"width":512,"height":340}},"fileName":"riskflow.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This will trigger an email to notify the relevant person of a high-risk order, and also tag the order within Shopify. A filter can then be applied within the Admin panel to view these quickly and make an informed decision before fulfilling. Another node may be added below the ‘No’ check, for a Medium risk order. Often this is overkill, but for a brand with particularly high-value orders or struggling with chargebacks, it’s worth considering.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Also worth a mention, is a piece of native functionality for US Merchants called Shopify Fraud Protect. This takes a small fee per order, but then covers the cost of each chargeback occurred.  \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"At completely the other end of the scale is the option of using a solution like Riskified or Signifyd. These SaaS platforms have been around for a while, and have proven track records of delivering to enterprise-level companies and span cross-platform. They use a range of technologies to combine web proxy detection, machine learning, behavioural analysis, and order linking (matching up in real-time against a huge history of orders across multiple platforms & services) - all meaning an end result of being able to guarantee 100% freedom from chargebacks. This guarantee costs ~$3,000 per month/1% of order totals, but if the maths works out, then it’s a very strong selection.  \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Finally, somewhere between these two bookends at either end of the scale, lies several options worth looking at. Directly from the Shopify App store, there are several apps listed, with ‘NoFraud’ and ‘Fraud Scanner’ having a good reputation and a decent offering. But in this mid-market space, it is NS8 that sits above the others. NS8 is not strictly bound to Shopify either, and also has Magento/BigCommerce integrations - however, (at the time of writing) it is the only one of the Shopify Apps that integrates directly into your Shopify Flow account to utilise automation - including flagging or cancelling orders based on a much deeper (and configurable) set of rules. It offers some of the functionality of the Riskified/Signifyd options in terms of behavioural analysis and order linking to a certain degree, and scores every user to the site from 0-1,000 based on a set of 70+ criteria. Priced much more the mid-market at ~£100-£300 per month, it is well worth consideration. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There is no single solution that fits the whole market, and these options should be reviewed alongside monitoring the specific number & cost of chargebacks to see which adds up as best fit. 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For the purpose of this blog, we will focus on Facebook & Instagram, but the same logic applies to both LinkedIn and Twitter too. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Across Facebook, when you set up your campaign you will find the below screen. Here you want to consider the following:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Naming convention \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Bidding type (Likely to be auction) unless you are running a brand campaign where you want to run a reach and frequency campaign. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Campaign Objective (once this is set, you are unable to go back and change this)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"A/B test - Here you can split test creative, placement, audience and delivery optimisation at an ad set level. This will ensure the traffic is split evenly between your chosen ad sets rather than letting the Facebook platform distribute as it sees fit. The latter is perfectly fine unless you want to run a specific test. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Finally ‘campaign optimisation’ - in our opinion, in most cases you will want this switched on. Here Facebook will distribute your budget across your ad sets based on performance.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"4EX2XYuFtU1Uw5nz249csZ","type":"Asset","createdAt":"2020-08-25T09:54:08.075Z","updatedAt":"2020-08-25T09:54:08.075Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Strategies","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/4EX2XYuFtU1Uw5nz249csZ/1ba811f5de8e925bfabb0bf540f7cc78/strategies1.png","details":{"size":53164,"image":{"width":512,"height":500}},"fileName":"strategies1.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Before you jump in and start building campaigns, consider the following;\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"You will want to separate your campaigns by low, medium and high funnel audiences as these will have different objectives.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"You can apply a campaign objective then at the ad set level, you can choose a specific conversion event i.e. purchase/ add to cart. Or, if you choose traffic as your campaign objective, you could choose ‘landing page views’ at the ad set level. \r\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6enjvY1NfnZRwo24g2Y7ee","type":"Asset","createdAt":"2020-08-25T09:59:34.927Z","updatedAt":"2020-08-25T09:59:34.927Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Diagram 2","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6enjvY1NfnZRwo24g2Y7ee/1b30e72ab3375934ce8ad6d48be01964/table1.png","details":{"size":36922,"image":{"width":555,"height":664}},"fileName":"table1.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For larger retailers looking to be more sophisticated with measurement and attribution, you can drill down remarketing much further. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One option is to segment retargeting by users who visited the site via a Facebook paid advert (prospecting ads) or by other channels. If you are UTM tagging your ads (to track in GA), you can overlay these URLs into one set of remarketing campaigns. The other set of campaigns would exclude the UTM which is from Facebook ads. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This then allows you to measure the remarketing performance for users who clicked on prospecting ads and later bought through remarketing. This is one method to bridge the gap where remarketing will often track more sales where cold users are less likely to buy with remarketing driving the purchases.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another tactic within remarketing is to create 2x the campaign variations (this can include the above breakdowns) and to have one group which targets remarketed users who have never bought and one group which retargets past customers. You may want to measure remarketing to site visitors and ad engagers who have never purchased differently to existing customers. This is still essentially new customer acquisition - you are simply reaching an audience who has engaged with the brand before.   \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You then have a group of remarketing campaigns which target existing customers. With these campaigns, you may choose to use a more aggressive attribution model e.g. 1 day click of GA reporting. Existing customers will likely be engaging with the brand through other channels, branded PPC, email, etc. and by reducing the window of conversion, it increases the likelihood your Facebook ad drove an incremental sale. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"This structure will then determine your campaign naming convention\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"New Season Sale - Prospecting - Upper Funnel\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"New Season Sale - Look-alikes - Middle Funnel\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"New Season Sale - Remarketing - Lower Funnel\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Then at the ad set level, you can start to build out a number of audiences, as per the example below. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"4iSF9yamzAdAuIip8zx5qD","type":"Asset","createdAt":"2020-08-25T10:03:17.172Z","updatedAt":"2020-08-25T10:03:17.172Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Diagram 3","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/4iSF9yamzAdAuIip8zx5qD/96e9e1ee704b9b2a234806e31d827165/diagram3.png","details":{"size":7442,"image":{"width":554,"height":117}},"fileName":"diagram3.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"You may also want to start building out ad sets based on platform, so you can have platform specific creatives, which is best practice. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"98rI15pE46DuiBDmItBbJ","type":"Asset","createdAt":"2020-08-25T10:05:17.632Z","updatedAt":"2020-08-25T10:05:17.632Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Diagram 4","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/98rI15pE46DuiBDmItBbJ/b398ec92f7e0148f0cac33d2c960c07b/Diagram4.png","details":{"size":13026,"image":{"width":559,"height":181}},"fileName":"Diagram4.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"At the ad set level you will also need to consider the following;\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Exclude current site visitors and purchases from prospecting and Look-a-likes campaigns, as returning visitors will be picked up in the remarketing campaigns. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"In most cases, you will want to set your desired location as ‘living in’ rather than ‘recently in’ or ‘travelling in’. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Set your languages. We would recommend for UK targeting, you choose English (All)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Choose your placements. This will partly be decided by your ad set structure, i.e. you may have an ad set for Instagram and one for Facebook. You will also want to factor in performance per placement and how your ads will be displayed by placement. The most common is news feed and stories in comparison to the right column, for example due to performance results. If you have a small budget, you may want to stick with news feed and stories, whereas if you have a larger budget and you are starting out on Facebook, you may want to gather data across all to understand what works for you. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Next, you will want to consider creatives, and we would recommend choosing formats which are best suited to the campaign strategy and the platform you will be advertising on. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Tactics and Strategies for Increasing Lifetime Value","slug":"tactics-strategies-increasing-lifetime-value","description":"Identifying customer lifetime value is one thing - but improving it over time is a challenge in itself. This guide provides advice and tips for long-term CLV improvements.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Previously, we looked at ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/lifetime-value"},"content":[{"data":{},"marks":[],"value":"how to calculate lifetime value","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", and how to increase the profitability of your business by identifying and targeting higher value cohorts within your customer database. Very simply, customer lifetime value (CLV) is the average amount you expect to earn from each customer in your database (or cohort) over the course of their lifetime as a customer. This time period can be shortened to get a view of the course of a year. Here, we are going to look at some of the strategies and tactics that you can use to increase value within these cohorts.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Increasing Customer Lifetime Value - Strategies\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are two main strategic initiatives that help to drive lifetime value:\r\n\r\n","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"Media Investment","nodeType":"text"},{"data":{},"marks":[],"value":"\r\n\r\nIn his seminal work ‘How Brands Grow’, Byron Sharp and his team describe the positive relationship between marketing spend and growth in market share. Essentially, as you spend in excess of your current market share, (‘Excess Share of Voice’), your market share increases proportionally. This comes about in two ways - firstly, you attract customers and secondly, the customers that you acquire spend a larger share of their wallets from you - the value of each customer is increased. In this way, your marketing media spend works for you twice, providing that you are reaching the whole of the market with your messaging.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Customer Satisfaction\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Outperforming your competitors in terms of customer satisfaction means that it is more likely that they will return to shop from you. Directly measuring the quality of customer experience can be difficult to do precisely, but measuring and benchmarking Net Promoter Score (NPS) gives you a measure of how you stack up against your competitors. Most tools that generate product reviews also have an option for an NPS question, along the line of\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"“On a scale of 0-10, with 10 being the highest, how likely would you be to recommend [brand / product / service] to a friend, colleague or family member?”\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customers then select their rating on the scale. Net promoter score is calculated by subtracting the percentage of Detractors (scores 0-6) from the Promoters (8-10). This gives you a number you can benchmark against past performance, and more importantly, against the market as a whole. You will need to take a view by trading territory - a ‘good’ Net Promoter Score can vary from country to country.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As with lifetime value, NPS can be segmented within your database. You will also need to conduct follow up research with customers in order to create hypotheses for improving experience. As you deploy website developments and make customer service improvements, you should see Net Promoter Score rise over time.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A long term focus on these two measures will keep CLV moving in the right direction.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Increasing Customer Lifetime Value - Tactics\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are also some more tactical approaches that can be used in increasing CLV. These fall into two buckets - increasing order frequency and increasing average order value. These can sometimes work in opposition to each other (increasing order value may mean customers buy less frequently), so it’s important to keep an eye on this as you make changes.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How to increase order frequency\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Product recommendations\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product recommendations are an ideal way of deploying personalisation. You can utilise the large volume of customer data that you have, both in terms of purchase history and on-site activity, in order to create predictions about what individual customers are likely to purchase next. This can then be messaged by email or by social media. Many platforms will have this type of recommendation engine built-in or it can be integrated as a service.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Subscription Models\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Adding the option of a subscription to your existing e-commerce platform is a relatively large investment in terms of development and operations. It’s also a big commitment - whether it works well or has minimal uptake, you will need to maintain the infrastructure needed to fulfill orders to customers that have opted in. Conducting some research into whether customers want a subscription model rather than just on-demand will go some way to reducing the risk. You also need to bear in mind that these customers may actually come to your site less frequently, as they have a recurring delivery periodically arriving. This may cause your reporting of website performance to look less healthy, so be sure to account for this as part of your project set up.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Not every product is suitable for a subscription model; ideally, you are looking for products that people buy frequently and that do not need a great deal of consideration - pet food is a great example of this.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Building demand for new product launches\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customers don’t only buy because the product they are using has stopped working - they also purchase because they believe that they can have a superior model. Using your social and email marketing channels to create anticipation and desire around new products and ranges can result in customers buying earlier in the product life cycle than they might have consciously intended, increasing their frequency. A clear example of this is with mobile phones, where Apple and its competitors will release new products on an annual cycle, marketing them both to existing and potential customers alike.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How to increase average order value\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Cross sell / upsell\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once a customer has decided to make a purchase, you have an opportunity to increase the amount that they spend. You can do this in two ways - if they add more products to their order (cross sell) or if they switch to buying a similar product of greater value (upsell). You can see cross sell a lot in FMCG businesses - most supermarkets have a ‘you purchased last time’ block, and companies like Amazon often have a ‘customers also purchased’ block on most pages. There are various creative ways of doing this that will work in different markets.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Upsell traditionally works through a merchandising approach of ‘Good’ - ‘Better’ - ‘Best’ that highlights the increased functionality or value of trading up to a more expensive option. This is seen clearly in car ranges. Having a clear understanding of where all your products fit in a range is key to being able to set up proper comparison and upsell functionality.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Increasing threshold for offers / free shipping\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Clever use of thresholds can persuade customers to add products to their basket so that their order exceeds a certain threshold to attain an offer such as a discount or free shipping. It’s worth doing analysis of your basket types to determine the best thresholds for this type of activity - your average order value may well be skewed away from your most common order value because of the presence of a small number of products at a much higher price point, for example, a sports retailer that sells some bikes. Looking at the distribution in buckets will give you an idea of where you need to set your thresholds in order to get people to increase their spend. Performing this same analysis after a campaign will tell you how successful you have been.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Bundles\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Most platforms will allow you to create product bundles that allow you to offer customers improved value for increased spend. This can either be for the same products in the form of buy one get one free, or three for two, etc, or by combining products to form larger packages such as dinner settings or a complete suit. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is a win-win situation - you are capturing a larger share of their spend and they are getting increased value.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As you go about trying to increase CLV, it’s important to balance these tactical and strategic initiatives - if the only actions you are taking are putting offers in front of customers, they will eventually become accustomed only to shopping when presented with a discount or voucher. This can be a trap that is difficult to escape from. You can monitor this by tracking the share of orders that involved a discount over time. By using broader strategic initiatives as well as the tactical ones, you can achieve short-term boosts in customer activity as well as longer-term growth.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"backgroundImage":{"name":"milky-way-background","url":"//images.ctfassets.net/rsv5jnhanwkh/3LV6FgquxGjZbIMj9P6LkK/1e6761ff00810e59cc64ccd55105234c/milky-way-background.jpg"},"publishedOn":"2020-08-18T11:00:35.627Z","mainImage":{"name":"CLV tactics","url":"//images.ctfassets.net/rsv5jnhanwkh/4xriwc7jUMHxyTttyn9Wnf/acdcfbdf85f3fbf77c2e7118756fefa3/clv-tactics.png"},"author":{"name":"Damian Koblintz","image":{"name":"Damian Koblintz","url":"//images.ctfassets.net/rsv5jnhanwkh/7sd2RW4SEo2UwdkYKLr42X/924134ee3ca6411a3b4c427af7fb5cbc/dk.jpg"}},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Lifetime Value","slug":"lifetime-value","description":"Lifetime value is an important KPI for any e-commerce business. This guide outlines how to calculate it, how to improve it, and how to predict future returns using it.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"In this piece, we’re going to look at the idea and uses of customer lifetime value (CLV or LTV). The power of looking at LTV is that at its core, it’s an inherently straightforward concept to grasp - everyone intuitively understands that customers themselves have a value to a business, rather than just an accounting of all the transactions in a given period.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"From this base, we can use LTV calculations to project future value, identify actions to increase profitability and a number of other actions. It also gives you a basis on which to invest in customer care and is an important metric for assessing the effectiveness of your CRM activities.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do I calculate Customer Lifetime Value?\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The good news is that a lot of platforms and CRM programs will do this for you. If you use Magento, for example, you will find this in the data management part of the platform.  Google Analytics has a version, but it’s cookie-based (and thus subject to normal cookie-based inaccuracies) and only takes 90 days of data, so it doesn’t really give you that much insight into the long term value of your customers.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Even if you are able to get a value straight from your e-commerce platform or CRM, it’s still worth knowing how the calculation works as there can be a few variations and you will need to know what is being included and what is not.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The standard way of calculating customer lifetime value is to use the following formula:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6UtPZmJMHabWAULc1RN86l","type":"Asset","createdAt":"2020-08-18T10:00:08.892Z","updatedAt":"2020-08-18T10:00:08.892Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"CLVequation","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6UtPZmJMHabWAULc1RN86l/55c9b9419a3fff67b98d55333bb35056/CLVequation.png","details":{"size":6009,"image":{"width":525,"height":60}},"fileName":"CLVequation.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"This might seem relatively complex on the surface, but once you have it set up in Excel or R, the numbers fall out easily. Some quick points on the terms of the equation:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Lifetime Margin","nodeType":"text"},{"data":{},"marks":[],"value":" is the average total gross margin generated per customer. It’s better to use margin rather than revenue here, as revenue can hide important information about profitability, including how much it costs to retain customers. If your platform or CRM tool is using revenue rather than margin, then you need to be conscious of this in later calculations, especially when looking at acquisition profitability.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Retention Rate","nodeType":"text"},{"data":{},"marks":[],"value":" is the share of customers that you retain per month\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Discount Rate","nodeType":"text"},{"data":{},"marks":[],"value":" is the average discount rate (using rate not total value is important here) that you are giving your customers. This ensures that your value calculations take this into account and you’re not just able to juice the lifetime value by offering increasingly large discounts.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This value represents the value at a given point in time - average customer margin, retention rate and discount rate will all vary over time.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you have the calculation set up, there are two simple things you can do right away - calculate this value by month going back over a reasonable time span (at least a couple of years, but as it’s fairly trivial to do, it makes sense to use all the data you have that’s easily accessible), and start to track this number going forward.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This immediately gives you a sense of where you are as a business and can provide a valuable warning if you are losing customers or their value is decreasing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What do I use Customer Lifetime Value for?\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Of course, it makes sense to use this data for more than just passive measurement - you can use it to help guide strategy and investment of time and resources.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Cohort Analysis\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Logically, it makes sense that there are two main levers to increasing customer lifetime value - increasing the frequency with which customers make a purchase and / or increasing the amount that they spend each time. Taken together, this captures a greater share of wallet and customers choosing to spend more money with you rather than your competitors, which is always a good thing.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As soon as we start talking about frequency and average spend, another type of analysis springs to mind - a recency, frequency, monetary analysis (RFM) of your customers. You will probably already be familiar with this - most CRM tools and some e-commerce platforms have this as part of their data packages.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Essentially, this allows you to break down your customers into cohorts, splitting out the most active and high value customer groups. You can calculate customer lifetime value for each of these cohorts as well. From this, you can start to identify common features within each cohort, whether that is initial purchase category, geography or demographic, time of year or any other signal that you are able to capture.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The same type of analysis can be done with any other type of segmentation - for instance, you may well have performed a behavioural segmentation of the broader market and be able to identify these groups within your customer database.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Identifying and understanding the lifetime value and trends within these various cohorts is very helpful when making strategic decisions such as:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Where to put your media spend","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Which products to push (and when)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Which audiences to use in your social and display advertising\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What to prioritise with your onsite personalisation\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"In all these cases, you are seeking to match investment to the groups and actions that will maximise lifetime value and as such, you should be able to set and track performance against targets as you go through the year.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Lifetime value for acquisition\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Being able to put a value to each customer acquired also gives you more scope when it comes to looking at cost per acquisition. Without a view of customer lifetime value, the upper bound of your cost per acquisition is equal to the margin that you make on the transaction - that is, if an activity results in a CPA that is greater than the average transaction margin, then it is unprofitable and is resulting in you losing money. Clearly, this creates a ceiling on all of your channels - they will all have a point at which you have to stop. For example, in paid search, this would limit your bid value.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, incorporating lifetime value gives you more scope for investment. This is relatively straightforward to explain to the financial control part of your business - you acquire customers at a loss, but you make money on them in the long term. This means that you can invest more and grow more quickly.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are some things to look out for, however.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"You may want to limit your payback window to a year (or two, or three years). This creates a balance between growth and profitability\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If you are using the full lifetime value, leave yourself a profit margin. If you spend up to the full lifetime value in acquisition, then you are either resigning yourself to creating zero profit on these customers or hoping that you can increase the lifetime value over what you are currently achieving.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Make sure to account for retention costs somewhere in your calculations. While it is cheaper to retain customers, it isn’t free. If you have performed the LTV calculation yourself, you may well have included this already, but if your number is coming from a platform then it’s likely that it’s not there. This can easily erode your profitability if you’re not careful.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"The cohort segmentation work that we talked about in the previous section is also useful for acquisition. If you are able to translate these cohorts into targetable segments, then you can use the variable lifetime value to increase or decrease your target CPA as appropriate. This can get quite complex so it’s worth testing by pulling out one or two key segments to start with. One way of doing this is with lookalike or similar audiences - both Facebook and AdWords allow you to upload customer lists and then market to groups of customers that are acting in similar ways. You should be able to track the results of these in your RFM and LTV analysis over time.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Overall, this type of analysis is fairly straightforward and uses data that is readily accessible, so there’s really no reason not to include it in your weekly and monthly reporting. As you track customer lifetime value over time, you will begin to see the trickle-down effects of business decisions as they are made, which is key in maintaining the health and growth of your company.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"backgroundImage":{"name":"Landing Page BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2KAsdP2zw0fA1H26GgH6nt/1b17d3056efc78afdfb679877a225729/lpbg.jpg"},"publishedOn":"2020-08-18T10:18:06.223Z","mainImage":{"name":"customer lifetime value","url":"//images.ctfassets.net/rsv5jnhanwkh/4zTpYcEj60FRJaT2AA2QKj/37958d1df4ccfac58d53d077baa3c6fd/lifetimevalue.png"},"author":{"name":"Damian Koblintz","image":{"name":"Damian Koblintz","url":"//images.ctfassets.net/rsv5jnhanwkh/7sd2RW4SEo2UwdkYKLr42X/924134ee3ca6411a3b4c427af7fb5cbc/dk.jpg"}},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Analysing Homepage Performance","slug":"analysing-homepage-performance","description":"First impressions really do count, which is why it's so important to understand how well your e-commerce homepage is working. This guide will show you how to measure homepage performance.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The home page is arguably the most important page on your website. It’s the one that most people see, it serves as the entry point for a lot of customers (especially returning ones) and it can even account for over half of your page views, depending on range size and market.  On the other hand, there are few (or no) products on there, it’s multiple steps away from the purchase funnel and can be used to achieve a number of different aims, sometimes simultaneously. For this reason, it can be easy to skate over home page performance in favour of more directly and consistently measurable page types such as listings or product pages.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, because of the sheer volume of interactions, there’s a great wealth of data and information available for you to use in analysing and optimising home page performance. Every brand and market combination is unique, so setting out a one size fits all template isn’t really that useful, but there is a process to break down your homepage that, hopefully, you will find useful.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Setting goals for the homepage","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Before you get to measurement and optimisation, you need to decide what you want to actually achieve on the home page. At the most basic level, as we saw when discussing ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/benchmarking-and-the-on-site-customer-journey"},"content":[{"data":{},"marks":[],"value":"the  website customer journey","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", you want visitors to your home page not to exit, but to move down the funnel through listings pages and towards product pages. However, if you want to introduce different types of interactions, you’ll need to give careful consideration to your goals.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Some typical examples of what you might want to achieve on your homepage are:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Highlight sales and promotions\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Almost all e-commerce websites will run sales and promotions at some point during the year. It’s highly likely that at any given point, there will be multiple promotions running and there will be competing demands from different verticals in the trading team. If your range is of sufficient size, you may end up treating generic category pages - ‘garden’, or ‘home’ for example - as secondary homepages so that you can feature certain promotions more prominently in a higher relevancy context.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"New products and ranges\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It is likely that there are times of the year where your focus will be on highlighting specific products and ranges. Apparel retailers, for example, generally have two seasonal ranges - one for spring / summer and one for autumn / winter. The period immediately after product launch is your best opportunity to maximise incoming margin - demand in the market is at its highest and you are able to feature products at recommended retail price and sell on features and benefits rather than discounts or offers.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Brand messaging\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The homepage - and websites in general - aren’t really that effective in creating brand awareness and recall. If this seems counter-intuitive, think about how many hundreds of websites you’ve visited in the past year and how few of them you visit again. Just because a domain is in your browser history doesn’t mean the brand is in your mind when you are thinking about where to buy a product. The best way a website can create awareness and future consideration is to convert visitors into customers!\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"That said, your homepage can be effective in reinforcing brand messaging that customers may well have interacted with as part of their off-site journey, mainly through advertising. As with all of these options, it’s important that all of your customer interactions align with your positioning and messaging - consistency is key in getting the results you desire. If your brand is positioned as, say, a home for great deals and prices, then the homepage becomes a natural marketplace for this. A less directly transactional positioning calls for different treatments, and maybe more focus on supporting content. High-end fashion brands generally exhibit this quite clearly.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"All of these options tie in with your trading calendar - the process that brings together the various operational channels of your business such as marketing, media and the buying team. Having an e-commerce presence in this is key to the smooth running of your business in general (in fact, some business will put organisational responsibility in the hands of the e-commerce team).\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Integrating personalisation gives you more scope - rather than having one set up, you can present variations of the homepage and messaging to different customer types, be that your marketing segments, new vs returning customers, or by mobile vs desktop device types. The simplest form of this is just re-arranging different page elements, but if you wish to do more, then remember to take into account the impact of greater demand for creative and page merchandising.\r\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Homepage performance measurement\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"When we reviewed the ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/benchmarking-and-the-on-site-customer-journey"},"content":[{"data":{},"marks":[],"value":"website customer journey","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", we discussed how to tag up a site for e-commerce. The main ","nodeType":"text"},{"data":{"uri":"https://developers.google.com/analytics/devguides/collection/analyticsjs/events"},"content":[{"data":{},"marks":[],"value":"technical aspects for Google Analytics are here","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". It’s worth paying extra attention to the detail on the homepage - the extra elements and more frequent changes demand more discipline in documenting what event types apply to which interactions. Keeping on top of things will save you a lot of time and frustration in data gathering and analysis. You need to be able to track interactions by element, position, content and audience, so it’s worth sitting down and scoping out how you’re going to do this before you start your integration.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Home page performance analysis\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you’ve got your measurement set up and working to your satisfaction, it’s fairly straightforward to create a weekly / monthly / quarterly reporting pack. The level to which you go will depend on the frequency at which you’re reporting - you don’t need to do a deep dive every week - but you will always need access to all the data in order to explain top line performance. As the volume of interactions is a zero sum game - people clicking on one element removes the opportunity to click on others - it’s important to consider performance in the context of overall page performance. One particular element taking up a greater proportion of interactions might look good in a vacuum, but if it leads to a lower overall revenue, then it’s not necessarily a good outcome. This is one example of where A/B and MVT testing procedures are highly valuable.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In your reporting pack, you will want to look at the various interaction rates week on week, year on year and vs KPIs. The time comparisons are obvious, but the KPIs part takes a little more consideration. Firstly, it’s always worth maintaining a view of your top line KPIs - keeping customers moving through the website and generating revenue. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Other KPIs should naturally flow from your trading campaign planning process. As we saw above, each goal type should naturally give rise to a campaign KPI or set of KPIs. For example, if your campaign is designed to promote a specific product or new product range, then bringing in data to analyse the flow of traffic and eventual sales of these products will give you a basis on which to assess performance and make optimisations as you go.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This process of setting KPIs as you go is very helpful when finalising the order of priority and position of the various page elements; because you have a sense of what the impact is going to be and how this aligns with business and marketing priorities, you’re better able to feature the most important merchandising elements in the most prominent positions, for example, first on the main slider or in a key information box.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As with any e-commerce activation, the process is simple - state what you intend to achieve, how to measure it, what your measures of success are, and then finally measure performance against it. 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In this guide, we’re focusing on the process and considerations around migrating your existing customer data into Shopify / Shopify Plus - which is a key part of these migrations. Regardless of which platform you’re migrating from, migrating customer data over is really important - with key reasons to do so including:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Allowing customers to retain their account - along with their addresses, order history, subscription data, marketing preferences etc\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Allowing eCommerce teams to retain key data for CRM\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Retaining order info against customers for segmentation and to add things like reporting, personalisation, etc\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"What is Customer Reactivation in Shopify?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"By customer reactivation, we are referring to the process of existing customers resetting their passwords, so that they can login to Shopify for the first time and access their historic orders etc. This process is required, because customer passwords cannot be imported into Shopify, without going down the highly complex route of doing something like single-sign-on etc. So while all the customer and related order data will hopefully be migrated across by your team or agency, the new password needs to be set for a user to get access to their account.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The assumption from the above is that customer and order data is going to be migrated as part of the replatforming project. Often extracting this data and reformatting it into the required structure is an overwhelming prospect, especially when the number of rows can run into the hundreds of thousands and higher. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It can also be a bit of a grey area in terms of responsibility through the project - however, with clarity around who and how it should be delivered, and approached early on in the project - there is no reason for this to be a hugely complex activity. The effort involved will be worth it, providing a better customer experience and more data to then drive automation, loyalty and personalisation pieces further down the line.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How best to approach","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"By this point, you have now got the customer and order data setup in Shopify ready for launch. These are the steps that should then be followed for the most successful reactivation strategy and importantly achieve the highest conversion rate of your existing customer base reactivating:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"1. \rLogin page template needs clear messaging, in line with your brand guidelines, to inform the user that they will need to reset their password because of the new site launch. This would usually stay active for the first couple of months after the site launch. You can also use a notification bar at the top of the site to guide users here too - this is more relevant if you have a lot of existing customers using their account functionality and you’d probably do it for the first few days whilst pushing reactivation.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2uyvHkDjccsKyt6U3mwo4N","type":"Asset","createdAt":"2020-08-17T16:09:42.378Z","updatedAt":"2020-08-17T16:09:42.378Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"David Austin","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/2uyvHkDjccsKyt6U3mwo4N/758591954eeaa559e783210097eea32a/davidaustinscreenshot.png","details":{"size":422650,"image":{"width":1600,"height":838}},"fileName":"davidaustinscreenshot.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"2. As you can see from that messaging above, it will contain a call to action for the user to start the reactivation. You should install the ","nodeType":"text"},{"data":{"uri":"https://apps.shopify.com/automatic-account-invites"},"content":[{"data":{},"marks":[],"value":"Wotio Account Invites Plus app","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" which will provide a snippet of JS to be added into the theme code - on the account login template. On the frontend, users clicking through to the account page would then be presented with a request for their email address (as below), which after being populated will then be sent the Shopify reactivation email.\n\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6ejpOZd01TRfFuMCpdbHBg","type":"Asset","createdAt":"2020-08-17T16:00:26.924Z","updatedAt":"2020-08-17T16:00:26.924Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"David Austin","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6ejpOZd01TRfFuMCpdbHBg/a6a464f119108b33d37f053d36bb527c/davidaustin2.png","details":{"size":101140,"image":{"width":512,"height":233}},"fileName":"davidaustin2.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"3. Those first two steps should lead to the capture of a good proportion of existing customers that have been active on the new site. But we want to communicate with them directly, without relying on them seeing the new store, in order to convert as highly as possible. For this, we want to send an email to each customer, informing them of the new site and exactly what they need to do - this will include a unique link for them to follow straight from the email. This email can be automated and sent directly through the app, but we’d suggest not doing that and making full use of your ESP to do this instead. The benefits of doing this are:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Complete flexibility over design, to make sure it looks as appealing and on-brand as possible and maximise chances of conversion.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"More comprehensive monitoring of open rates & engagement.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Following that, more flexibility in changing subject lines & content before re-sending to non-readers or unsuccessful opens. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Utilising segmentation techniques to make sure they’re optimised to the target senders, e.g. having focused send timings & content for different locations if reactivating on a multistore Shopify setup. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Finally, adding a good reason to complete the process - such as a discount code - will help increase the number of conversions. What we are looking to achieve is along the lines of this:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"3PtnRzL6xOE7AvOar7gKEz","type":"Asset","createdAt":"2020-08-17T16:03:07.755Z","updatedAt":"2020-08-17T16:03:07.755Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"this works","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/3PtnRzL6xOE7AvOar7gKEz/d19cdfb34968c2e6de17977eb0b98ae0/thisworks.png","details":{"size":200821,"image":{"width":495,"height":512}},"fileName":"thisworks.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"After putting together the email template, the next step is populating your ESP (Mailchimp/Klaviyo/Ometria) with your batch of inactive customers to send. This should be done using Excelify (","nodeType":"text"},{"data":{"uri":"https://excelify.io/"},"content":[{"data":{},"marks":[],"value":"https://excelify.io/","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":") - which may well already be installed as part of the import of all of the data initially. To avoid a couple of gotchas:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"This needs to be installed per store, if you are running across multiple stores for international. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"It’s a good idea to bump up to the enterprise price tier for this piece. You will be exporting a potentially large amount of customers which can take several hours, and if you hit the threshold, the export will simply stop with no warning. You can reduce the plan again, immediately after this reactivation process is complete. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Within Excelify, set up a new export of just customers and ensure that at least first name, last name, email address & activation url are all checked. Include any bits of additional data that will be used as dynamic content in the email. Set the export running.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"3CtSHVVPNRGt5QPKNYLMcs","type":"Asset","createdAt":"2020-08-17T16:06:07.691Z","updatedAt":"2020-08-17T16:06:07.691Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"excel export","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/3CtSHVVPNRGt5QPKNYLMcs/67337f920644950ac5ac6daa6982753f/excelexport.png","details":{"size":71169,"image":{"width":512,"height":298}},"fileName":"excelexport.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"This will result in a CSV of all target customers, which can then be uploaded as a new list/segment within your ESP. Using the template created above, and populated with the dynamic data - this can then be sent as soon as the site is live and you are confident the DNS has propagated and it’s bug free. A final point would be to plan a second email in this series the following week, and repeat the process with just the customer accounts that remain inactive. Tailor the content slightly, and increase the discount code to again maximise conversion. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If something does not go to plan, and these emails are not ready to go immediately after launch - don’t fear. Have a contingency plan to make the account messaging more focused around informing customers that the new site is live but historic data migration is in progress to avoid leaving loyal customers feeling like their data has been discarded.   \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Summary","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The whole data migration process is always an important part of replatforming, and more often than not is very overwhelming. Customer reactivation is often ignored as it’s not project critical, but with some thought upfront, it doesn’t have to be a hassle. Other than for specific scenarios, it is usually worth putting the effort in to migrate customers & all of their historic orders - and then encouraging as many as possible to become active on the new store.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can also read ","nodeType":"text"},{"data":{"uri":"https://paulnrogers.com/shopify-launch-checklist/"},"content":[{"data":{},"marks":[],"value":"Paul’s Shopify Plus launch checklist","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" for more information on this.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"backgroundImage":{"name":"Green Blog BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2ZErSdpZbfq9eujxZ2BDuv/0babf2251b9f07addc9be6144d342208/greenbg.png"},"publishedOn":"2020-08-17T16:37:26.869Z","mainImage":{"name":"Lightbulb 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V 2020 Logo","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6s4xFi28KVaEJy9klXGCLM/bb1f8bb11d05c80bc665cb04606be83c/icon_vervaunt_2020_white_green.svg","details":{"size":1899,"image":{"width":229,"height":311}},"fileName":"icon_vervaunt_2020_white_green.svg","contentType":"image/svg+xml"}}},"twitterLink":"https://twitter.com/vervaunt","instagramLink":"https://instagram.com/vervaunt","linkedinLink":"https://www.linkedin.com/company/crimson-fox","copyrightText":"© 2021 Vervaunt. All Rights Reserved.","backgroundColour":"#635E5B","form":{"sys":{"type":"Link","linkType":"Entry","id":"5w44aC9m31t7Boznp0ZAov"}},"companyEmailAddress":"hi@vervaunt.com"}}}}],"author":{"name":"Liam Quinn","image":{"name":"Liam Quinn","url":"//images.ctfassets.net/rsv5jnhanwkh/7LbNB1LeSf1hxEwD4OMvFf/ebf2e7ae8a72f2a48503d380d4ca2d11/Liam_Quinn.png"},"bio":"Liam joined Vervaunt as a Solution Architect in March 2020, bringing with him a wealth of Shopify Plus and general technical knowledge and experience. Liam has been working in eCommerce for over 8 years and previously managed the development team at a leading Shopify Plus partner agency. Liam is focused on architecting technical solutions and also has a background of being a full-stack developer."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920633805","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920633805","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920633805","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920633805","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920633805","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}}},{"title":"Budgeting for Digital Media ","slug":"budgeting-digital-media","description":"Digital media budgets can often be a source of tension and confusion, but there's no need for this to be the case. This guide will walk through the process of setting up and maintaining and accurate budget for your digital media projects.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If you have responsibility for digital media, you will almost certainly be asked to produce a budget on a regular basis. Spend on media makes up a large part of a marketing department’s budget and as such, a lot depends on your contribution to this being timely and accurate.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a variety of approaches to this, two of which we’ll discuss in more detail below. For the purposes of this, it is assumed you have a blank piece of paper in terms of spend and output - you have performance data and trends and access to profitability information, but you do not have an instruction along the lines of ‘don’t increase spend this year’ or ‘spend is capped at 7.5% of revenue’. Both of these types are reasonably common, but are really a subset of what’s set out below - rather than submitting a budget that maximises revenue or profitability in the whole of the market, you cap it to the constraints you’re given. I think it’s always worth showing the ‘what is possible’ case anyway so that the business leadership team can incorporate this into planning.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"When should I make a budget?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As discussed in the piece on ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/budgeting-for-ecommerce"},"content":[{"data":{},"marks":[],"value":"making a budget for e-commerce activities","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", budgeting as part of a marketing department can take a while and so it’s normally good to do this on a rolling review basis. However, the response time for digital marketing is much shorter (budget changes can be implemented immediately; a website development project might take a whole quarter) so it’s worth conducting a review and adjustment on a monthly basis in conjunction with the finance team responsible for planning. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"When you come to do your annual budget, you should have most of the framework in place, but it’s still a good opportunity to review your models and assumptions to make sure they all still apply. Generally, it’s worth giving yourself a good few weeks before the first budget deadline to get everything together. If your financial year runs from January, you may well find yourself doing budget planning in early Q4, which runs right up against execution of your plans for what may well be your busiest trading period of the year. Luckily, you have that planned out months in advance, but it’s still unlikely that you’ll be able to remove yourself from performance for a week to focus solely on analysis and planning.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What goes into a digital media budget?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Obviously, the media costs, but it’s important to cover all of the tools and collateral you might need during the year.  At this point, you’ll need to consider your plan for the coming year - it’s useful if you have the reviews of previous campaigns to hand as this will act as a useful reminder of what you might add in order to improve performance. A lot of campaigns that you run will be similar to past years - Christmas, sale periods, so adding budget for potential executions during this phase will give you the resource you need later.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Potential line items","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Media costs (search, social, display)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Agency resource (for media distribution, SEO, etc)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Creative resource (for YouTube, Social, Display, Email)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Tools (Bid management system, feed optimisation, CRM system)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Data analytics resources\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Budgeting for digital media - top down approach","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"\nThere are two main approaches to annual forecasting and budgeting. You and the business that you work for may have a preferred option. Both are valid and if you have the time it’s worth doing both. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The top down approach takes a macro view of media spend and revenue and then divides this by channel. This starts with the overall marketing strategy, which is normally given by a growth target based on a view of the market and the opportunities within it, a similar process to the ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/benchmarking-and-the-on-site-customer-journey"},"content":[{"data":{},"marks":[],"value":"breakdown of the website customer journey that we looked at previously","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". Generally, to grow your share in a market, you need to have a higher share of media voice. So, if your market share is 10%, if your share of voice is 15%, you will grow market share, if it is 8% you will lose market share and if it’s 10% you should remain about the same. These relationships are approximate and have a proportional relationship (a 1% excess share of voice does not give a 1% growth in market share). Your data from previous years and knowledge of market trends should give you an idea of how this relationship works, what you will need to spend and what revenue should accrue from it. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you have this number to work from, media spend can be assigned to channels based on current performance and audience insight into what channels and messaging will work best.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Budgeting for digital media - bottom up","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is the approach that you will probably be most familiar with. You have a number of inputs from previous years (broken down by website and territory as appropriate) ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"impressions \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"cost per click \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"sessions \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"conversion rate \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"average order value \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"email list subscribers\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"sends\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"click-through rate\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"profitability\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can use these to create year on year trends and from that, forecasts for the year ahead. You’ll probably have to do this for the remaining quarter of the current year as well.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"On top of this, you can layer projections from the ecommerce team for improvements that they expect in average order value and conversion rate. This is also the time to include the plans of the commercial team around changes, expansions or contractions in product ranges.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"At this point you can start to create initial projections for your free channels - direct, organic, referral traffic, and any improvements you expect on the organic side. You can return to the direct channel forecast later to account for changes in paid media.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Now you should have a model that has your projections for your non paid media channels and you can begin to create forecasts for paid media. You need to take into account a number of things - the relationship between ROI and profitability (i.e., where’s the performance limit at which you can still be profitable), changes in media costs and what headroom you have in terms of available clicks and impressions. This last point is a limiting factor on what you’re able to spend - there is an upper limit to how many people will search (and how many people will click on your ads) and to how many impressions are available on social media and display platforms. You will need to take into account the trade-off between buying a greater proportion of available media on existing channels - which tends to get more expensive as your share grows - vs setting up new advertising distribution channels, which has more variance in performance as you start out. You will also want to account for any efficiency gains in your plans. This may simply manifest as a slowing in the growth of media costs.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Finally, you can bring it all together. This is where it requires a bit of a sense check from you in terms of the growth of sessions and revenues of all of the channels. These are the numbers that you and your team potentially will be working towards as your KPIs, so it’s important to listen to what your instincts and experience are telling you.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Bringing it all together","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you have reached this point, you can bring both views of your budget together. Hopefully, they are not going to be far apart, but if they are, it probably means that you have used different assumptions at some point (documenting all of these choices as you go will help you a lot!). One of the most common differences comes from your calculated trendline growth in the bottom up model vs your view of the market change in the top down version. It’s worth having a wider discussion and consideration of how these choices and calculations come about - once you have a more aligned view, your numbers should then fall into place and the two models should be roughly similar. As you review your budgets on a quarterly basis, understanding what’s happening in the market is a key data point you need to use when assessing current performance.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A final sense check is a customer view - do your numbers align with a reasonable view of customer behaviour? You don’t want to have a projection that assumes large increases in retention / purchase frequency or acquisition without having specific plans in place that might cause these things to happen. \r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"Green Blog BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2ZErSdpZbfq9eujxZ2BDuv/0babf2251b9f07addc9be6144d342208/greenbg.png"},"publishedOn":"2020-08-17T15:48:27.026Z","mainImage":{"name":"digitalmedia","url":"//images.ctfassets.net/rsv5jnhanwkh/3L14J0sN0hjwxuDoWRe98V/a6841feb22c5ee8561c1b185ccd799e5/digitalmedia.png"},"author":{"name":"Damian Koblintz","image":{"name":"Damian Koblintz","url":"//images.ctfassets.net/rsv5jnhanwkh/7sd2RW4SEo2UwdkYKLr42X/924134ee3ca6411a3b4c427af7fb5cbc/dk.jpg"}},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 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It goes without saying you want to understand the return your paid search campaigns are generating, but what you also want to understand is the elements of your paid search campaigns which are performing well, and those which are not to help inform your optimization.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"Focus Your Reporting on Business Objectives\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This should be the basis of your reporting and you should ensure you map back to the objectives set when the campaigns started, Is it CPA, ROI for example. Whatever the goal, this should be your foundation. At a top level, is your account driving the goals you have set? Are you tracking against spend signed off and are you on track to hit the revenue within your ROI target as an example. If yes great, and how can we build on this? What are the opportunities to push this further? If not, why not? Are there any areas of the account which are working?  \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You will also want to consider seasonal trends, WoW/ MoM changes, is there promotional activity, for example, that is impacting on the numbers. Making note of your key optimisations such as audience or device bids and reviewing the change log will also help you identify whether changes in the account have had a positive/ negative impact and what your next steps could be.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"Follow the Data\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The best way to report and understand what is happening in the account is to follow the data. If performance is down, what area of the account is down? Can you pinpoint this to a particular ad group, keyword, product group? Is the change within normal fluctuations? Were any changes made that could impact this? Is a product out of stock? If you can view performance in GA it is also worth reviewing if other channels are down, how paid is performing relative to organic for example. If you aren’t able to identify a key area of change you also want to be considering changes in competition. The auction insight report would be ideal here, and you can view competitors' impression share on your key terms and products and how this has changed over the weeks. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Other areas that are worth considering:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Performance changes on a particular day/ hour/device\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The overview tab in Google ads can give you a snapshot of key changes i.e. device, search terms, by campaign, etc. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"You can add segments to your data i.e. day, device, network\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"By downloading a report you can add more than one segment \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If you have a data studio report you can use fields, add comparison dates, etc. which is a quick way of creating tables and charts to understand where the biggest changes have occurred.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"You may also have a Google report which has built-in formulas that already splits your data by various segments and date ranges. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"Use Business & Website Analytics Data To Supplement PPC Conversion Data\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A huge problem in many business areas is the disconnect and lack of communication between departments. Stock levels, activity outside of PPC, website changes can all have an impact on PPC performance. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Analytics data will also help understand whether the change in performance across PPC has occurred across other channels too as touched on above. This will help understand whether the change is due to external and/or website factors rather than specific changes and optimisations which have been made recently in the PPC account. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"Make Your Report Actionable\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you have managed to get to the bottom of the change in performance, whether performance is up due to a sale or new product line, or performance is down due to competition or site downtime, there will always be key actions which derive off the back of this. But what if performance is stable WoW, MoM - what's next?\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There will be optimisation tasks you won't be doing every day, and there will be reports/ analysis which will need to be conducted regularly which will form the basis of your optimisations. Here is a snapshot of our favourites\r:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Ad report (Understand which ad messaging is resonating and driving the best performance). What ads should we pause and what can we test next? What ads are the competitors running? You can understand your own ad performance from the Google ads platform, but for your competitor ads you can either run a few searches yourself, or use third party competitor tools such as SEMRush. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Review which devices perform well and why, is the difference due to consumer behaviour or due to the user journey on that device? Do you have appropriate bid modifiers in place relative to performance or are there any fixes required to the mobile journey for example to improve conversion\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Location reports enable you to understand if there are any specific locations i.e. towns/ cities which perform well for you? Where should you be biding up and down? Here, similar to devices, you can apply bid modifiers. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What day of week / hour of day performs well? Again you can apply bid modifiers to understand when conversion is highest, and therefore when you want to bid up to get that click. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What products generate the highest ROI? Can we put these products in a separate campaign to maximise exposure within the current budget and do these products align with GA top sellers as well\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How can we improve our landing pages? Can we run an A/B test to understand how the customer behaves when they land on the home page vs sale page\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"Attribution\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Finally,  Attribution. Attribution is a subject in itself which we will cover in a separate blog. Here we can understand whether PPC is under or over-valued. Here however it's important the business is using the same model across all channels. Check out our blog on attribution.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"Conclusions","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"With PPC being one of the most measurable marketing channels it’s important to utilise the data at your disposal to understand what is working and what is not, helping to drive further improvements in your account. There are multiple sources of data available to you to help inform your decisions as we’ve touched on above which will help you to ensure you are understanding the true impact that paid media has on your return on investment.\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"Landing Page BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2KAsdP2zw0fA1H26GgH6nt/1b17d3056efc78afdfb679877a225729/lpbg.jpg"},"publishedOn":"2020-08-13T13:49:49.137Z","mainImage":{"name":"Reporting on Paid 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"sys":{"type":"Link","linkType":"Entry","id":"5w44aC9m31t7Boznp0ZAov"}},"companyEmailAddress":"hi@vervaunt.com"}}}}],"author":{"name":"Bethan Rainford","image":{"name":"Bethan Rainford 2021","url":"//images.ctfassets.net/rsv5jnhanwkh/2BsygLTuzQy0BHKEm0WC3O/90f90c4ec3fb8783deca4c241793607c/1-04_Bethan_Rainford-min.png"},"bio":"Bethan Rainford runs the day-to-day operations of the paid media team and heads up the paid media offering. Bethan has spoken at a host of ecommerce events and has been working in paid media since 2015, previously managing accounts for the likes of BMW, Nintendo and MUJI. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Paid Search Forecasting","slug":"paid-search-forecasting","description":"In this blog post, we provide a guide to accurate forecasting for paid search campaigns, to ensure your project stays on track and achieves its goals.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"We are often asked by clients to forecast the return on paid search campaigns, and here are a few questions we are regularly asked:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"How many sales will I get from my signed-off budget\r?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"If I increase spend, what does ROI look like?\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"How much should I be spending to generate an X% uplift in sales?\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"How will seasonal fluctuations affect my performance\r?","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst these are all fair questions, predicting the future can be daunting. However, there are a few tools which can help you form a more accurate projection. In this blog post, we are going to show you:\r\n\n1.   \tHow to gather relevant data\r\n2.   \tHow to collate and extrapolate that data into a forecast","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Gather your data\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[{"type":"underline"},{"type":"bold"}],"value":"Past Performance\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Albert Einstein once said “If you want to know the future, look at the past”. This holds true for paid search accounts. If the advertiser has run activity in the past, this can provide the biggest indication of what to expect in future performance. The amount of information available will cover most queries thrown your way. You can view\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Monthly Spend\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Number of Conversions\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Conversion Rate\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Cost Per Acquisition\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Impression share\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Impression Share (Lost budget)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"And much more\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, there are a few things to consider before you can take this information at face value.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Has there been enough activity running and therefore enough data gathered to extrapolate? Avoid making bold predictions on minimal information.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Has the activity run all year-round? If the advertiser ran activity from October to December and you are asked to forecast June, seasonality plays a role here and past data may not be of use. More on seasonality later.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Has the business increased or decreased its capabilities? For example, a better website could drastically improve conversion rate, therefore using historical data prior to this could underestimate project figures. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Has the account been set up and optimised accurately? If somebody managed the campaigns prior to yourself, do not assume they are as proficient at managing paid search campaigns as you are. Is the tracking set up correctly? Do the ads have effective messaging? Have optimisations been made? If the essentials have not been done, then the data will not be representative of what the account could actually achieve when it is managed correctly, and you want to factor in how you feel improvements to the account could impact performance later down the line.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is the most powerful data point in your forecasting arsenal. However, use with caution. If you do not have historical data to go on, do not worry, there are other tools to help with forecasting.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\r\n","nodeType":"text"},{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"Keyword Planner\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"No Historical Data? No Dramas. The keyword planner tool in the google ads platform has a forecasting feature. By entering the keywords you are targeting, selecting the location and dates you require predictions for, google will give you estimates for the following","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Impressions\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Clicks\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Cost\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"CTR\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Avg. CPC\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"It also provides estimates for\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":" Conversions\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Avg. CPA\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, we recommend validating these numbers using your performance data from the website analytics.\r\n \r\nThere are some pitfalls to be aware of with this feature, if you are using low volume search terms, there can be some inaccuracies with the forecasts produced. Also worth considering is that whilst Google’s algorithms are very sophisticated, in some circumstances they need to be taken with a pinch of salt in the event of unforeseen circumstances. For example, during the coronavirus pandemic, any predictions made after this began are largely guesswork due to the drastic change in people’s demands and behaviours. As long as you take this into account, this will be a great tool and is available to anyone with a Google ads account.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"Google Trends\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We touched upon seasonality earlier and whilst this won’t impact all accounts, for some, the impact is huge. December and the Christmas holiday period are good examples of this. For example, an accountancy firm may experience a decrease in demand due to people spending their efforts searching and purchasing gifts and other things related to the holiday period rather than accountancy services. On the other hand, a craft beer company may experience a real uptake in purchases due to the product being a common gift. Whether seasonality is going to be to your company’s advantage or disadvantage, an accurate picture of the impact can be estimated through Google Trends. Google Trends is a tool that allows you to see how popular certain search terms are at various times of the year. Looking again at the 2 products mentioned above, Google Trends shows that the term “accountancy” is at its lowest search volume between 22nd-28th December, whilst Craft Beer is at its peak between 15th-21st December.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So how can you use this data? In Google Trends, you have a few options to play with, namely\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Location\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Timeframe\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Platform – web search, news search, YouTube, etc\r.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Time periods are given a score of 0 -100 on a time series graph. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular and so on and so forth.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We would recommend using google trends to support the data you gain from either your own historical campaign data or keyword planner.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"What are competitors doing? – Auction Insights\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Auction Insights relies on past paid search activity, so if you have no historical data, stick with Keyword Planner and Google Trends. However, if you do have some, then the Auction Insights tool in Google ads can be unbelievably valuable. Before diving into this a bit more, it is important to establish definitions of the metrics available.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Impression Share – This is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. If you received 1000 impressions and 2000 impressions were available, the impression share is 50%. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Overlap Rate - This rate shows you how often your competitors ad appeared while your ad was displayed. If your ad had 100 impressions while your competitor’s ad had 30 Impressions on the same page as your ad, the system will show an overlap rate of 30%.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Position Above Rate - When your ad is displayed together with the competitors ad, this indicator will show you how many times your competitor ‘s ad was displayed in a better position than yours. When your ad is displayed 100 times on the fourth position and the competitor’s ad is displayed 20 times on a better position, then the position above rate is 20%.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Top of Page Rate - The top of page rate is the percentage of how many times your ad appeared above the organic search results.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"So, what can you do with this data? When you bring the Auction Insights page up, you will see your metrics compared to your competitors. You can choose this feature at campaign, ad group or keyword level. Focus solely on the largest competitors as it is their movements that will have the biggest impact on your forecast. Also focus on those who you have the biggest overlap rate with, these are the ones that are operating in the same space as you. The most effective way to use this data is segment it by a time period of your choice. This will allow you to monitor how your competitors have behaved over time. Have they increased activity recently? If so, this could increase your cost per click, reduce your impression share and therefore impressions and ultimately your conversions. It might show the opposite in which case you experience the reverse impacts. Maybe your competitors’ activity changes with the season. Whatever you find, be sure to sense check against your own activity as sometimes what appears to be their movements could actually be a result of yours. For instance, you might notice your competitor’s impression share and average position decreased at a certain point in time and whilst this may be due to their activity, it could be down to an increase in spend on your part.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"What are competitors doing? – Third party competitor research tools\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst the Google ads auction insights tool is valuable, what it can’t show is competitors behaviour on keywords you are not bidding on, the tool also does not give any indication in terms of what ad messaging your competitors are using.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Tools such as SEMrush, SE Ranking, and many more,  will allow you to input a competitor domains and review the keywords they are bidding on, estimated spend (Although take this as a pinch of salt), estimated CPC’s and volume. If you find your competitors gain a larger volume of traffic from a set of keywords, it is likely these keywords are their top performers which you may also want to bid on. The tool will also help you understand groups of keywords where there is less competition which you can capitalise on. You can really start to understand your competitor’s strategy including keyword portfolio, ad messaging and approach to seasonality.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"Ready to create your forecast?\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You are now in a position where you can formulate a prediction that will answer those questions we highlighted at the start of the blog. In most cases, the more information you use, the more accurate you will be. However, avoid making over complicated calculations.\r\nUnfortunately, there is not a cookie cutter method to formulating a forecast, here are a few scenarios based guides.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"How many sales will I get from my signed off budget?\r\n\n\n","nodeType":"text"},{"data":{},"marks":[],"value":"If you have a signed off budget and want to understand how many sales you are likely to generate in the next month we would suggest the following.\r\n\na.   \tWhere historical campaign data exists, if you have spent the same level of budget previously then use your campaign data, take the last 30 days CPC, conversion rate and CTR averages to forecast out your results. Check there have not been any significant changes in those metrics in the last 7 days which you may need to factor in and sensor check with Google’s keyword planner to check whether you should expect a dip in search volume in the upcoming month.\r\n\nb.   \tAgain, if historical campaign data exists but this time you haven't spent that level of budget before, I would suggest you use the same approach as above, but this time add an extra step. Use the impression share Lost to budget column in the interface to understand how much impressions you would deliver if you were to maximise your impression share. For example, right now you may be losing 30% impression share due to budget. If you can work out how many impressions 100% is you can work out a total impression volume, you can then estimate the volume of clicks based on your avg. CTR, and your estimated spend based on your average CPC. Finally apply your conversion rate to understand how many sales that would generate. You can then apply your AOV to understand the revenue value and then ROI.  If you still find your still below the signed off budget, then you will want to be following the steps in point C below. If you have no historical data, also start with point C below.\r\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"If I increase spend, what does ROI look like?\r\n","nodeType":"text"},{"data":{},"marks":[],"value":"\n\nIf an uplift in budget is available, you will want to start with steps A and B. If you find you're still below the signed off budget, then you will want to be following the steps below.\r\n\nc.      If you have a third-party tool available to you i.e. SEMrush you can start to build a keyword list (if it is a new account) by understanding the themes of keywords your competitors are bidding on. Here you can make some estimates in terms of Volume. You can then plug these terms into the Google ads keyword planner to understand volumes per month, estimated CPC’s, CTR etc. You can then make a judgement on conversion rate and AOV via your Google Analytics profile. If you have an existing account, you can carry out a keyword gap analysis via tools such as SEMrush to understand where you may have gaps in your current keyword portfolio. Again, whilst you can get impression volume, CPC’s and CTR estimates via Google Ads keyword planner, this time you will have your own campaign data to apply a conversion rate and AOV to forecast out. If you do have an existing account, you can also check out the opportunities tab in Google ads which will have suggestions on keywords, you can also check if you can identify any themes you may not already be bidding on based on your search query data.\r\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"How much should I be spending to generate an X% uplift in sales?\r\n","nodeType":"text"},{"data":{},"marks":[],"value":"\n\nFirst, what does X% more sales look like? Can this be achieved by following the steps in point B? If not, then try testing new keywords which were discussed in point C.\r\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"There is a bank holiday coming up, is that going to affect our performance?\r\n","nodeType":"text"},{"data":{},"marks":[],"value":"\n\nAs mentioned previously in the blog post, if you have historical data use that first. What happened over the last bank holiday? Although try and compare like for like i.e. Christmas will be different from Easter. You may find you pulled back the budget last year but analysis after suggested performance was strong and therefore this year you would increase spend significantly. You may find performance dropped two days prior to the bank holiday so you need to pull back slightly earlier this time around? What did your competitors do?\r\n\nIf you do not have any past data you can use either the planning tools in Google ads, Google trends or use third party competitor tools to understand how your competitors behave over these periods which will give you an indication of the opportunity or a sense of what direction you should take. It is also important to note that whilst you may or may not have PPC data specifically, behaviour of your organic site traffic will give you a clearer view of user behaviour as this traffic is not influenced by budget changes.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"underline"}],"value":"Conclusions","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst there are other scenarios which may come into play, we hope the above helps bring together some of the key ideas and data sources you can utilize when posed with the task of forecasting for clients and being able to form a strong foundation to base these off. As mentioned the key is not to overcomplicate things, whilst we are all aware there are a number of influencing factors on demand we can’t necessarily predict the future with complete accuracy, but the more data you have over time, the better your predictions will be.\r\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"Landing Page BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2KAsdP2zw0fA1H26GgH6nt/1b17d3056efc78afdfb679877a225729/lpbg.jpg"},"publishedOn":"2020-08-13T12:17:33.295Z","mainImage":{"name":"Paid Search 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Spoken at various eCommerce events around the world about paid media and Google Shopping."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920634736","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920634736","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920634736","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920634736","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920634736","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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The main questions will be: \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How much do I need to spend?\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How many more sales/ revenue will these campaigns generate?\r\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"First, there a few things to consider:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Too low a budget will hinder your ability to generate learnings and results\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The correct objectives need to be considered for each paid social strategy i.e. the objective of prospecting campaigns (Upper funnel) may be clicks to site/ add to cart whereas remarketing (High intent, Lower funnel) would be purchases.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Measurement - how will you report back on and measure performance. \r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Start with either a budget, so you can work backwards and calculate how many sales will be generated and therefore revenue, or alternatively, start with a sales/revenue goal and calculate how much spend you will need to reach an audience large enough to meet those objectives.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":" Most importantly though is the consideration between new and returning customers. You will want to consider whether the campaign is being served purely for new customer acquisition, or whether you want to target old and existing customers also. If the primary goal is sales - you will likely maximise your spend on returning customers (more efficient) and then scale up to broader audiences depending on budget. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Gather data on key performance metrics","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The basis of your forecast will rely on some key assumptions: audience size (impressions), CTR (click-through rate), CPM (Cost per thousand impressions), CVR (Conversion rate), AOV (Average order value) and CPC (Cost per click).\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have had similar campaigns running before, this is where you should start. However, make sure you are using data from a campaign that was using similar audience strategies to your new ones. For instance, your historical Paid social campaign which was targeting your remarketing audiences will have a higher CPM and conversion rate compared to your new prospecting campaign targeting users who may be interested in luxury fashion. Typically, impression and click costs are more expensive for smaller audience pools (in this instance remarketing). \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you do not have historical data, you can find benchmarks from similar clients or from online sources i.e. Ad Stage publishes engagement metrics regularly for Facebook, Twitter, LinkedIn, and YouTube. You can then overlay this with conversion rate data which you can find in Google Analytics. You can use your overall site average conversion rate but make sure you weight averages based on your campaign strategy i.e. prospecting vs remarketing.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Understand your audience sizes & estimate frequency\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":" \r\nFor remarketing audiences, you want to maximise your reach and, in most cases, prioritise this audience over prospecting (unless your objective is to drive new users to site, of course). It is important to understand your current audience size, and how often you want to show your ads. Over time, you will gather data which will enable you to understand when the frequency is too high for your campaign, i.e. when CTR starts falling and CPA starts creeping up. We have a proprietary Facebook app which will adjust remarketing budgets as the frequency gets too high or if the CPA starts to drop for example. As the budget is lowered, Facebook will reduce the spend and how often users see ads. If you are using CBO also, Facebook is pretty good at reducing spend first to the customers less likely to buy (improving ROI).\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Over a 2 week campaign, you may want to start off with 2-4 as a foundation for your forecast. 2 for prospecting and 4 for remarketing, for instance. This will vary massively depending on your industry and business. Retailers selling higher priced items will often see a longer purchase cycle and may need a higher frequency to drive the sale. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You will also want to factor in how your prospecting audiences will fuel the growth of your remarketing audience. As you prospect for new customers and drive them to the site, they will be pushed into your remarketing pool, increasing the size and spend there. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Start to build your forecast","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"So, now it is time to put this into action. Let us assume your objective is to drive growth in sales and revenue across Facebook over the course of August with a budget of £20K.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Start by mapping out the campaign strategies you are going to use, the specific audiences you are going to target, the campaign objective, audience size and frequency. You can use a similar template to the one below.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Campaign Strategy: Prospecting (Upper Funnel)\r","nodeType":"text"}],"nodeType":"heading-4"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Audience:","nodeType":"text"},{"data":{},"marks":[],"value":" Interests: Luxury Fashion\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Objective:","nodeType":"text"},{"data":{},"marks":[],"value":" Landing page views/ add to cart\r\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Audience Size\r: ","nodeType":"text"},{"data":{},"marks":[],"value":"X","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Frequency: ","nodeType":"text"},{"data":{},"marks":[],"value":"2\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\nCampaign Strategy: Look-a-Likes (Middle Funnel)","nodeType":"text"}],"nodeType":"heading-4"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Audience:","nodeType":"text"},{"data":{},"marks":[],"value":" Look-a-likes: High Value Frequent purchasers","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Objective:","nodeType":"text"},{"data":{},"marks":[],"value":" Add to cart/ Purchase","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Audience Size\r: ","nodeType":"text"},{"data":{},"marks":[],"value":"X","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Frequency: ","nodeType":"text"},{"data":{},"marks":[],"value":"2\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\nCampaign Strategy: Remarketing (Lower Funnel)","nodeType":"text"}],"nodeType":"heading-4"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Audience:","nodeType":"text"},{"data":{},"marks":[],"value":" Remarketing: Users who have visited site/ added to cart last 14 days","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Objective:","nodeType":"text"},{"data":{},"marks":[],"value":" Purchase","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Audience Size\r: ","nodeType":"text"},{"data":{},"marks":[],"value":"X","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Frequency:","nodeType":"text"},{"data":{},"marks":[],"value":" 4\r\n\nFor each campaign strategy, you are then going to start adding in the key benchmarks you established earlier.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"CPC:","nodeType":"text"},{"data":{},"marks":[],"value":" Benchmark Data","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"AOV:","nodeType":"text"},{"data":{},"marks":[],"value":" Benchmark Data","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Conversion Rate:","nodeType":"text"},{"data":{},"marks":[],"value":" Benchmark Data","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"CTR:","nodeType":"text"},{"data":{},"marks":[],"value":" Benchmark Data","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Now you can use your audience size and benchmarks to calculate the following metrics and complete your forecast, for each campaign strategy.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Clicks:","nodeType":"text"},{"data":{},"marks":[],"value":"  Impressions * CTR\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Impressions:","nodeType":"text"},{"data":{},"marks":[],"value":" Audience Size * Frequency\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Spend: ","nodeType":"text"},{"data":{},"marks":[],"value":" Clicks * CPC\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Sales: ","nodeType":"text"},{"data":{},"marks":[],"value":" Clicks * 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Brand Bidding - Should I Bid on My Brand in Google / PPC","slug":"ppc-brand-bidding","description":"A question that will always be asked of performance marketing teams is ‘should we be bidding on brand terms?’ In the below we'll address when you should and shouldn't consider brand bidding and how you can test if it's driving profitability for your business. \n","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"A question that will always be asked of performance marketing teams is ‘should we be bidding on brand terms?’ That is, when people search for your brand name in Google or Bing, is it worth having one of your paid ads show? It’s an easy - and good - question to ask but a harder one to answer. At its root, it stems from the reasonable desire not to pay for traffic that would have reached your website anyway. Most search channels will be set up so that brand bidding is on, and so the question is mostly framed in a way that wants to discover if you can increase profitability - in other words, is the money saved on clicks greater than the amount that might be lost on any downturn in sales (if there is one).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As we’ll examine later, it is quite a difficult test to run either in parallel or sequentially, which is why there is no consensus right answer (which there shouldn’t be; it will differ from band to brand). Before we get to that, however, let’s examine some cases where it is worth considering a test and when it’s better just to stick with what you are doing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"When should I bid on brand terms?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Testing turning off brand campaigns has an opportunity cost - it takes focus away from your performance marketing team at the expense of other optimisations, and to work well involves not running major sales, offers or similar merchandising efforts for up to a month. There are some scenarios, then, where it’s worth pushing back on the request in favour of activities that will drive growth in other ways. These include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Your brand is new / not well known","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have a relatively new brand, then bidding on your brand has a few beneficial effects:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"People may not yet spell your brand name consistently, and Google may not yet pick up on spelling mistakes, so bidding on variations helps stop any leakage","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If it’s the first time someone has searched for your brand, it provides them with the reassurance that they have found the right link. This is especially true if your URL isn’t just your brand name, but you’ve needed to add another term to secure the domain such as ‘-software.com’, or ‘-activewear.co.uk’. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Studies have shown that the act of spending on advertising provides reassurance to customers that the brand is legitimate, something that’s especially useful for new brands ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Brands with similar names already exist","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s very unfortunate - and unlikely! - that you have a similar brand name to a competitor in the same market as you. However, it’s very possible that there is crossover with a brand from a different market. For example, ‘Evans’ could refer to Evans Cycles and Evans Clothing - not in competition, but both being returned for the same search. In these circumstances it’s worth giving people a path at the top of the search return page to click through to the site they are actually looking for. It’s a very low risk strategy - people looking for the other brand will simply click on their ad instead and you pay nothing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"You’re not the first brand in the organic listings for your brand search","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There’s a number of reasons that this may happen - you may have recently migrated your website, you may be having issues with your website’s SEO or it may simply be a case that you are a small brand being carried by a large retailer and their pages are listed first. Similarly to the previous example, in this case it’s worth bidding on brand terms to ensure that potential customers have the opportunity to click through to your website","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Other businesses are bidding on your brand terms","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This may be totally legitimate (see the example above where a large retailer may carry a smaller brand) or more nefarious, but either way, the presence of other business bidding on your brand terms can cause confusion in your customers and lead to them ending up on a website other than yours. It’s worth considering the levels of this - if it’s a few random listings from broad match campaigns it’s probably not much of an issue, but if there are consistently ads popping up then you need to be conscious of this.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The final advantage that paid search listings give you for brand searches is brand extensions which are controllable in a way that they’re not for organic listings. If you are working for a company that has offers and / or specific customer messaging that you want to use, then there can be excess value created - this should be evident in any test that you run.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"11yea78QwlDe28rE030R4J","type":"Asset","createdAt":"2020-07-03T15:35:01.244Z","updatedAt":"2020-07-03T15:35:01.244Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Brand Bidding Medic","description":"Brand Bidding Medic","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/11yea78QwlDe28rE030R4J/89622ad6817f118622ecfb7f34119557/Brand_Bidding_-_Medic_Copy.GIF","details":{"size":22361,"image":{"width":602,"height":307}},"fileName":"Brand Bidding - Medic Copy.GIF","contentType":"image/gif"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"When should I consider not bidding on brand terms","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So given what we know, when does it make sense to consider a test?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"You already dominate search space","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If your brand is well established and the organic search listings are filled with your domain, extension and social listings, then you have an opportunity to try to test turning off your brand terms, especially if you rarely see other brands popping up on the paid side","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"You have a low AOV (or low ROI on brand terms)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have a high average order value, then it’s unlikely that the effects of stopping spend on brand terms (which are generally pretty cheap) will have much impact on the bottom line. However, if your ROI (and per order profitability) are lower, then the cost of media makes up a larger percentage of your marketing profit and loss. The larger the slice that you are trying to reduce is, the more important - and more effective - it is to try to reduce it.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Brand terms make up a large share of your search spend","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If a large share of your search spend is going on brand terms, the greater the opportunity you have to recycle some of that spend further up the funnel, whether that’s social or more generic search activities","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"There is a high proportion of existing customers clicking through paid search","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If someone has already bought from you, the considerations around brand awareness are much diminished - if they are clicking on paid search ads it’s likely that they are doing this because it’s the first thing they see. There is a strong argument for not bidding on brand terms for audiences of existing customers - remarketing lists for search ads (RLSA) is very helpful in this regard.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"How do I test turning off brand terms?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Broadly speaking, you need to run an A/B test. Assuming that you are currently spending, this involves turning it off and then turning it back on again at a later date. Even with RLSA, it’s very difficult to run a side by side test, especially as most of the value will be coming from new customers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s also important to run the test for long enough to build up enough data and for customers to go through a full purchase cycle - in a fast moving goods environment two weeks should cover both requirements. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is where it gets tricky - demand levels are not static, but change by week in the month and month in the year. Additionally, you need to pick a time to do this where the business is comfortable not changing on site promotions - if one test group sees a more attractive set of offers, this can easily skew your data without being an effect of the test itself. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"On top of this, not all organic traffic is tracked as organic by Google in Google Analytics - a significant proportion will register as direct, or no source / medium. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The best way to approach this, then, is to try to minimise the noise in the data and hope to see a signal that gives you an answer one way or the other. For a start, focus on the aggregate value generated by organic + direct + paid channels that enter through the home page. Then, assuming that average order value is fairly constant, you can normalise this against any changes in conversion rate from other channels and run this through your A/B testing calculator of choice.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Conclusions","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If all of this sounds like it comes with a lot of uncertainty, it does. It’s a difficult test to run without creating a full econometric model (which comes with other issues), and frequently you will find inconclusive results. For this reason, it helps to have a strong feeling beforehand - based on the reasons above - as to whether you think your brand bids are creating excess value or not.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n\n\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n\n\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"Brand Bidding Background","url":"//images.ctfassets.net/rsv5jnhanwkh/7wzFrKbH6m34SaLaSEne2k/ea5f276e523c3530f74d93cb0e7c28ae/london-londres-best-nightclubs-clubs-mejores-discotecas-xceed-top10-ranking-blog.png"},"publishedOn":"2020-07-03T15:41:57.411Z","mainImage":{"name":"blog post 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"sys":{"type":"Link","linkType":"Entry","id":"5w44aC9m31t7Boznp0ZAov"}},"companyEmailAddress":"hi@vervaunt.com"}}}}],"author":{"name":"Bethan Rainford","image":{"name":"Bethan Rainford 2021","url":"//images.ctfassets.net/rsv5jnhanwkh/2BsygLTuzQy0BHKEm0WC3O/90f90c4ec3fb8783deca4c241793607c/1-04_Bethan_Rainford-min.png"},"bio":"Bethan Rainford runs the day-to-day operations of the paid media team and heads up the paid media offering. Bethan has spoken at a host of ecommerce events and has been working in paid media since 2015, previously managing accounts for the likes of BMW, Nintendo and MUJI. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Bid Management Platforms - Choosing The Right Technology, When They’re Needed & How They Work","slug":"bid-management-platform","description":"\nBid Management platforms can be a powerful tool for paid media teams running performance marketing activity at scale. In this piece we will look at some of the considerations about when, how and why you should consider adding a bid management platform, as well as taking a very quick overview of three of the main options.\n","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Bid Management platforms can be a powerful tool for ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/ecommerce-paid-media"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"paid media","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" teams running performance marketing activity at scale. There are a number of options on the market, all of which offer different capabilities that you may or may not need. The decision to use one is not a small decision - they can take a significant amount of effort to set up and you will certainly notice the cost on your balance sheet. This is not in the same bracket as a feed optimisation tool we’re talking about here - the most expensive versions can cost as much as adding an agency to your marketing costs.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Below we will look at some of the considerations about when, how and why you should consider adding a bid management platform, as well as taking a very quick overview of three of the main options.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What is a Bid Management Platform?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Also known as a campaign management platform, a bid management platform allows you to manage all or some of your digital marketing channels in one platform. These channels can include Google AdWords (including Search Ads, Shopping, YouTube, GDN and Remarketing), Bing Ads, Facebook, Amazon, Baidu and so forth. Typically there is automation and reporting capability in order to help you manage day to day aspects of running performance marketing campaigns.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What does a Bid Management Platform do?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are typically three aspects of a bid management platform:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Campaign Automation and bulk management","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you are running performance marketing for a large FMCG or e-commerce company, you may well be faced with the challenge of daily changes in product range, availability and pricing. It can be very difficult for individuals to keep on top of this and next to impossible when you then layer in multiple countries, ad platforms and channels. Typically you will be able to create a feed (or use an existing one) that a bid management platform will then use to create or pause campaigns based on a set of rules that you have decided during the set up phase. This includes tracking settings and copying them across channels where necessary, including Google to Bing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, campaign creation is only part of channel management - you also need to be able to adjust bids. We’ll look at marginal bid adjustments below, but there are also times where you may want to grow your share of a whole category (for example, gardening products in Spring). If your account runs to thousands of campaigns and keywords, making these bid adjustments can be tricky, especially when you have to replicate multiple times. Bid management platforms will help with these bulk changes, and with other types of wide scale actions such as changing creative.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Bid Automation and Budget Management","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The proprietary technology at the heart of bid management is how it manages bid levels for you. If you are using Google AdWords, you already see this to some extent with the options on offer. For performance marketing, you will typically be optimising for impressions (share of voice), clicks or conversions (be that leads, downloads or monetary transactions). The basic level of bid automation is very similar to what AdWords does - you pick a metric, set a target and then the bids will automatically adjust to try to make each adgroup / product / campaign hit that target. It’s quite straightforward but can be effective when you want to move everything in the same direction quickly (for example, you may want to maximise your impression share over the Christmas shopping period).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, having large scale campaigns does give an advantage as well as just complexity - it gives you more data to work with. For this reason, bidding software offers an option known as portfolio bidding or portfolio optimisation. In this case, you group together large numbers of objects that function in a similar way. For instance, you may want to put all of your Google Shopping spend into one portfolio. You then set an objective for the portfolio - maximise conversions for a given spend or ROI, increase efficiency while retaining revenue, attract new customers - and the software will share data between all the objects in the portfolio in order to optimise output. This isn’t just bid optimisation - this also includes budget assignment, so if you want to spend more or less you can do it at a portfolio level and not worry about deciding which campaigns deserve more or less.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It also means that you can think more strategically about what you want to achieve - because bid management platforms allow you to import data that isn’t necessarily tracked through Google Analytics or website tracking code, you can do things like import product margin data and optimise to maximise profitability or import customer status and lifetime value and target new customer acquisition.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Reporting","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you are working at a scale that needs a bid management platform, then you will already know how difficult an exercise preparing performance reports is. Because all of your data is in one platform, and bid management platforms allow you to tag campaigns in numerous ways (eg, ‘Lawnmowers’, ‘Garden Equipment’, etc) you can quickly create both top line reports and more detailed views that allow you to get on with the more important part - analysing and explaining performance and making changes on the back of that.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Do I need to use a Bid Management Platform?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Not every company needs to use a Bid Management Platform. Given that they tend to be relatively expensive and require work up front in setting it up, it’s something that it’s better to err on the side of caution when making a decision. Typically, though, if you meet most of these criteria it is worth at least considering your options","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"operate in multiple territories and / or platforms","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The scale of each account is too great for one person to review and take action on in a day (eg, if the person responsible for US search is not able to manage all the changes needed on their Account in one day)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Your business changes product price / range / availability on a regular basis","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The profitability of your performance marketing is sufficient to cover an additional cost","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"How do I choose the right Bid Management Platform?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As with all major decisions like this, it’s worth setting up an internal request for proposal document so you have a basis on which to make a decision. While it’s unlikely that these large software companies will create bespoke packages and interfaces for you, it is very helpful to be able to state what is a requirement, what is a nice to have and how much you are looking to spend. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"They will often have different levels of subscription, eg, Search Only, or Search and Social, so you want to give their sales people the opportunity to demonstrate the parts that most closely match your requirements and to recommend the right package for you.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Examples of needs you have might be:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Covers the channels you use, not just Google or Facebook (eg, do you use Baidu in China?)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Shares audience performance data between different platforms","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Can take bespoke data and combine with first party measured data","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Can integrate third party data / audiences","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Can cope with multiple currencies","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Has options for e-commerce platforms like Amazon or eBay","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"They have good relationships with development teams at major platforms (this is important if you have a strategy of being early adopters of beta programs and you do not want this to be impeded by them not being integrated with the platform)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Strong development pipeline","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Ease of onboarding","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Type of account management (eg, contact centre, individual account managers, etc)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s also very important to talk to existing clients, both those recommended by the providers and those whom you might know through your network. Providers will often give a best case view of onboarding or how a platform performs, so it’s very important to get a real life view from teams actually using the tools. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"How much does a Bid Management Platform Cost?","nodeType":"text"},{"data":{},"marks":[],"value":"\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This, of course, will vary a lot given how much you spend, how many different packages you are buying into, the length of your contract and the level of your support. Most will have two cost schedules - a subscription cost, which is the minimum you will pay on a monthly basis, and then a payment based on a percentage of media spend, which typically kicks in once it becomes greater than the monthly minimum but declines in percentage cost the more spend you put through the system. Again, scale helps make this a cheaper proposition. Typically you will end up paying somewhere between 0.5% and 2.5% of media spend, though numbers higher or lower than this are not unusual. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"When making a decision on what you can afford, you should consider this cost versus what you expect to gain from it, either in terms of efficiency (cost per click or in terms of headcount), ability to scale or in advanced management capability. It’s tough to assess this accurately before you get it up and running, so it’s worth asking this sort of question when you talk to current clients during your consideration process.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What is the best Bid Management Platform?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There isn’t one exact answer to this - each platform has different capabilities and may match better or worse to what your requirements are, which is why it’s recommended to work out what you need first and then investigate the solutions second. However, there are some broad brush comments that we can make about the main three platform options:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Google Marketing Platform","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google’s own offering obviously integrates very well into their own marketing stack, including Analytics, Audiences, Merchants Centre and YouTube. The interface and terminology will be familiar to you and your team.  However, you may have reservations about putting all your spend through just one provider, and as it’s Google, you are at the mercy of their not-always-stellar account management team.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Marin Software","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Marin have good working relationships with Facebook, Amazon and Bing as well as Google, which allows them to integrate campaigns in a way that Google cannot. Using audiences across Google, Facebook, Amazon and Bing opens up a lot of possibilities for smart bidding strategies. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Additionally, because it’s not Google, you are not at the mercy of Google introducing a bad bidding tool - you can build a version of dynamic search ads using a product feed without losing control of what you are bidding on.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Kenshoo","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As well as enterprise level campaign management, Kenshoo also has local search options for smaller scale businesses, which is worth looking at if you want to leverage ads in Google Maps or your goal is primarily to drive footfall in an area or number of localities. Again, not being part of Google confers advantages and disadvantages.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Conclusion","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Bid Management platforms can be a powerful tool to help you manage and scale marketing activity, with the added benefits of such things as detailed and integrated reporting. These platforms do of course come with additional cost so it’s important to consider if you are ticking some of the key aspects outlined above in order to drive additional value and to ensure you are getting the best out of what these platforms have to offer.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n\n\n\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"Bid 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Two of the great benefits that channels like ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/paid-social-management"},"content":[{"data":{},"marks":[],"value":"Facebook","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/ecommerce-paid-media"},"content":[{"data":{},"marks":[],"value":"AdWords","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" offer is the range of ad types available and the range of audience types you can distribute to. However, this amount of freedom of choice can quickly lead to wasted budget without any useful learning. Indeed, this is why a lot of companies initially dismiss display and social advertising as non profitable - they try a bunch of different combinations of media types and audience without hitting on a combination that works. For this reason, it’s useful to have a structure around which you can build campaigns, creative and messaging. If you haven’t already, it’s worth reading the piece on attribution in social media - these two together are useful in creating value from your display and social investments.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"The Customer Journey and offsite funnel","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The simplest view of the Customer Journey looks like this:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5fWjkGjyY0iFEfRTnA1RxD","type":"Asset","createdAt":"2020-06-25T13:46:53.749Z","updatedAt":"2020-06-25T13:46:53.749Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Customer Journey","description":"Customer Journey - Customer Journey In Display campaigns","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5fWjkGjyY0iFEfRTnA1RxD/3e66319db0ba3a49e6e18793cb18e49e/customer_journey_flow.PNG","details":{"size":56526,"image":{"width":1047,"height":504}},"fileName":"customer journey flow.PNG","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"In the third row I’ve included examples of media types that typically fit in with the steps of the customer journey. Very briefly (jump ahead if you’re familiar with the Customer Journey), each step represents a change in customer action. A customer with no awareness of a brand cannot consider a purchase, a customer that isn’t considering buying from a brand won’t try to find a website, a customer who can’t find a website won’t interact with it, and so on. Each of these parts of the off site journey (the first three steps) form a funnel. Each step represents a different customer mindset - “I want to buy a new guitar, what brands do I know that sell shirts”, or “I have a mental list of places I can buy a guitar, which of them is presenting me with a link to their website when I search”.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is a simplified view, of course, but it does show the importance of availability - mental availability, visibility in search and availability of products on the website. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This view of customer interaction is useful for your marketing strategy. They are relatively straightforward to measure - you can reach audiences easily and without too much cost using ","nodeType":"text"},{"data":{"uri":"https://surveys.google.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Google Surveys","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The second row is a mention of the brand positioning and messaging. This generally comes from your marketing strategy work and in our case we can think about it in terms of what sort of messaging we might apply at each stage of the customer journey as customers move down the purchase funnel.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"The Display and Social Media Funnel","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Looking at the two main digital marketing platforms, Facebook and AdWords, there are four things that we need to make decisions on: ad type, creative (including messaging), audience and budget. Using the Customer Journey we can create a table for our media strategy so that execution matches your intended outcome. A table would look something like this:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"6kC5FCKyS0tJ8htwxvIWrw","type":"Asset","createdAt":"2020-06-25T13:51:05.815Z","updatedAt":"2020-06-25T13:51:05.815Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":" Using the Customer Journey we can create a table for our media strategy","description":" Using the Customer Journey we can create a table for our media strategy","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6kC5FCKyS0tJ8htwxvIWrw/e997d585b4f0f6b2edf943bbe944a269/budget_table.PNG","details":{"size":34512,"image":{"width":799,"height":469}},"fileName":"budget table.PNG","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"You will notice that the audiences for awareness and consideration are similar, and the two actions really only differ by creative and messaging. This is not a bad thing - messaging and creative can often improve both metrics. This doesn’t mean you should try to mix messages; this will often be less productive as customers find it harder to retain multiple pieces of information. However, it does make sense that an ad targeting consideration will reinforce awareness by mentioning the brand name, and an awareness brand ad that creates positive brand associations will boost consideration. For this reason, you don’t need to worry too much about distinguishing between these two audiences (something that’s relatively difficult to do anyway), but you may well wish to use remarketing audiences / existing customer lists to exclude customers further down the funnel. It won’t be harmful in any way for them to see these ads, but if your budget is limited you may want to limit media exposure to those who need it most.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In terms of budget, this again will be driven by your measurements of the customer journey and your marketing strategy, but generally a 50:50 - 60:40 split of upper funnel : lower funnel campaigns creates a good balance in terms of creating a customer pipeline and then activating these as sales. This makes sense when you consider that each stage has a drop out from one to the next, and although upper funnel impressions tend to be less expensive than search clicks, you need more of them to achieve your business goals.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Linking Interactions and Audiences","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"All of the above is fairly basic and you will doubtless have seen it before. However, where it  really becomes useful for display and social advertising is by leveraging audiences within each channel.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Both Facebook and AdWords allow you to create audiences based on interactions and serve further ads to them. The most common example of this is remarketing to an audience of website visitors, something that Google and Facebook have always pushed quite hard as an entry to display advertising, presumably as it provides the most easily measurable and identifiable revenue (if you are just running this type of remarketing by itself, it’s well worth doing an uplift test on it to see the true incremental value).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can do this with audiences of people as they interact with your advertising. For example, testing may have shown you that people need to have been exposed to a Facebook video 3+ times in order to create brand awareness - you can then create an audience out of this and show them more commercial focussed or product lead advertising. Because the audience is already primed (your brand and the positive associations you’ve created are front of mind), these lower funnel ads should be more efficient and more incremental.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This same technique can be used to build awareness and consideration by use of repetition with cheaper ads types. For example, a 30s Tru View YouTube ad can be relatively expensive (but very effective). Because of the cost you may well want to limit the frequency and thus maximise the reach of this ad type. By creating an audience of people who have been served your ad (or seen it all or part way through), you can then serve them more economic (and shorter) bumper or static display ads, or even use YouTube’s new Shopping integration. These ads tend to be less eye catching and memorable, but as a method to create repetition of an original message at a lower cost, this can be very effective.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Using this audience priming makes the whole process more efficient and creates a funnel of customers when they are most likely to buy, rather than waiting and trying to pick them off in search engines. You can still do this, of course, but by supplementing this search strategy with a primed audience you can use remarketing lists for search ads (RLSA) ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Measuring success of full funnel campaigns","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Now that you are combining different interactions in one campaign, it makes sense to measure the incremental uplift of the investment as a whole. This makes it much easier - you can combine all of the campaigns and use the hold back technique detailed in the social media attribution piece mentioned before. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"An Introduction to Social Media Advertising Attribution","slug":"social-media-attribution","description":"In this piece we’re going to address attribution models in social media. This will mostly be focussed on Facebook (and Instagram) as this is where the bulk of social advertising spend goes, but the principles are applicable to other networks like Twitter, YouTube or LinkedIn. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/paid-social-management"},"content":[{"data":{},"marks":[],"value":"Facebook in particular","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", with its range of advertising formats presents an interesting challenge when it comes to attribution. How do you compare performance for a lower funnel dynamic product ad to a longer video format?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Let’s start by setting out some principles of attribution models.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"1. Give insight into performance and allow you to optimise ongoing campaigns","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is fairly straightforward - if an attribution model doesn’t give you answers that you can use to make a campaign better, then it’s not particularly useful. This doesn’t mean that you have to use the shortest attribution window possible - far from it. For a simple remarketing campaign, this may mean using short, click only interactions, but for more brand driven campaigns you will likely need to capture a wider view. Indeed, if you are running a campaign that you believe has an extended window of value (captured in your attribution window) but the length of the campaign is shorter, it probably means you are not running the campaign for long enough to extract value out of it. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You do, however, want to be able to use your view of performance to be able to improve creative, messaging, targeting and so forth.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"2. Allow for comparison of one campaign to others","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The other part of media optimisation is ensuring that your media spend goes to the channels that are performing best. A large scale campaign will typically have multiple executions, with spend assigned in a way based on your judgement of what you expect to happen. As your customers interact with your execution and you acquire more real world data you will look to tweak this distribution or even make wholesale changes if necessary. To do this you need to be able to compare one channel to another. Being as consistent as possible in your measurement and attribution models from channel to channel is a big help in this. It’s not absolutely necessary - there are ways to create equivalencies, as we’ll see below, but it does remove a lot of unnecessary complication and removes one source of inaccuracy.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"3. Be comprehensible enough to answer questions about media performance rather than raise more","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The concept of attribution is pretty intuitive to most people who work in business - that the value of an interaction may take a period of time, that effectiveness may increase as more advertising is consumed and that it may decrease as time passes since the last impact. However, where you run into difficulties is when you start to make the explanation of the calculations of this too difficult. The idea of using longer attribution models than plain last click is to give a better, clearer view of the world - this is fundamentally undermined if this view is too complex and your ability to make decisions is hampered by a lack of trust. The most accurate measurement in the world is pointless if no-one believes it. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Social media advertising attribution - the basic options","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Attribution does two things - takes measurables and assigns the values based on calculations. For the more complex versions, like Google’s data-driven attribution, this involves statistical sampling methods to fit all possible interactions into a calculated model.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Most, however, will calculate value simply by extending or shrinking the period over which measurement can happen. Looking at Facebook, for example:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Interaction Measurements","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"For e-commerce, Facebook has two main interaction types - views and clicks (ignoring the minute likes). Views break down when we start to consider video, but mostly Facebook is trying to show you two things - what happens after people click on your ad and what happens after people have seen your ad. Because Facebook’s tracking is able to cover multiple devices as long as customers are logged in to one of their products, the coverage of this is very effective. This is in contrast to Google Analytics, which typically only covers click interactions. For this reason, Facebook’s view of value is generally a lot higher than what most teams around the business will be used to seeing.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Output Measurements","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Depending on how you have tagged up your website, Facebook can measure anything from site visits, product page views, product ads to cart down to transaction and revenue. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Exactly what outcome you want to measure will depend on the goal of your campaign, whether it’s sign ups, product sales or site visits. This applies equally to the interaction measurements. It’s generally better to err on the side of a longer view so as to capture a fuller view of value created, both for view through and click through. Facebook’s defaults are 28 days for click through and 1 day for view-through, which seems like a hedge on their part not to appear to be overstating value created by advertising.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Converting measurement into value","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Facebook being able to capture every conversion is very useful, but it does create a blindspot - the measurement has no awareness of other channels. As such, when you look at the outcomes in the Facebook ad interface, it will assign all possible value to interactions with a Facebook ad. Facebook, of course, is not alone in this - In fact, if you add up all of the value created using the internal attribution of all of your channels, you will get to a number much higher than your actual income.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"While using in platform reporting is fine for ongoing optimisation, You need to do some work in weighting these values for your own internal reporting. Some platforms or bid management software will do this for you, such as Oracle Analytics Cloud, or Marin, but these only really make sense financially if you are investing a lot in media. Fortunately, there are simpler tools you can use internally.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Attribution vs uplift","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"What we are really trying to measure is how much extra value each channel creates. Recently Facebook (and AdWords for YouTube and Display) has improved the access to a key tool in this regard - the holdout test. Previously you had to spend upwards of £250,000 in a month and have the ear of the right account manager to be able to use this, but now you can run one on campaigns that have as few as 100 conversion events (you get to choose three variations). ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This works by holding back your ads from a randomised proportion of your chosen audience and calculating the difference in value between those who did see the ad and those who didn’t. This gives you a conversion factor that allows you to scale the numbers that are shown in the interface to the actual value being created. So for example, if you have a campaign that is set to 28 day windows for view through and click through, which Facebook is showing generated £1000 in revenue, but previous tests have shown an uplift value that is 10% of this, then you can scale this down to £100 in revenue.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s worth remembering that both the holdback value and the value reported in the main interface will increase over time, so it’s worth running multiple tests to establish a ratio that you are comfortable using and then use this going forward. Using an active holdout method on live campaigns before they have finished will sometimes not give you an accurate view of performance, so it’s better to use historical data in this way.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Macro Modelling","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"This type of tactical modelling and measurement is key for all of the practical uses set out at the beginning, but it’s also important to perform periodic checks to ensure that what you are using is helping. One very simple way of doing this is to ask yourself whether what your models are telling you lines up with what you’re seeing from business trading as a whole. For instance, if everything is telling you that you are becoming more efficient / creating more value but revenue growth is static overall, then there is a gap somewhere that needs to be investigated - it may mean that your choices in what you are optimising towards are incorrect.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A more rigorous way is to use econometrics or marketing mix modelling - essentially, a set of tools that allows you to run a regression analysis on all of your channels to create a view of what your most effective channels and mix is. This can be expensive and time consuming and is only really worth doing if you are investing heavily in multiple channels.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Paid Social Attribution Fundamentals","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Be as consistent as possible in the methods you use across channels, but acknowledge the differences where they matter (eg, Facebook has a 28 day window but AdWords 30, which probably won’t make much of a material difference)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Using testing to create an internal working model that puts all channels on a level playing 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V 2020 Logo","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6s4xFi28KVaEJy9klXGCLM/bb1f8bb11d05c80bc665cb04606be83c/icon_vervaunt_2020_white_green.svg","details":{"size":1899,"image":{"width":229,"height":311}},"fileName":"icon_vervaunt_2020_white_green.svg","contentType":"image/svg+xml"}}},"twitterLink":"https://twitter.com/vervaunt","instagramLink":"https://instagram.com/vervaunt","linkedinLink":"https://www.linkedin.com/company/crimson-fox","copyrightText":"© 2021 Vervaunt. 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Spoken at various eCommerce events around the world about paid media and Google Shopping."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920635981","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920635981","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920635981","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920635981","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920635981","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Building an In-House Digital Marketing Team - Roles, Structure & Hiring","slug":"building-in-house-digital-marketing-team-roles-structure-hiring","description":"Bringing together an in-house digital marketing team is both complex and time-consuming. In this article, we look at how to ensure your team is built on the right foundations, and at how agencies can provide a long-term solution or short-term support whilst an in-house team grows. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Almost every business above a certain size will have some sort of in-house digital capability. Depending on the needs and particular model, this can range from one or two people controlling a swathe of agencies to large, multi-layered departments responsible for everything from data, strategy, design, execution and so forth. Businesses may go through several different versions of this over time as requirements and costs change. Similar businesses may even come to different solutions simply by being based in different locations, making it easier or harder to hire the right people.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In this piece, we’re going to look at the hows and whys of building an in-house team and elsewhere we will look at how to find the right digital agency. This will primarily be focused on building an online marketing team but you can follow the same sort of principles.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In-house vs agency\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The question that always gets asked is “what is better, creating an in-house team or hiring an agency?” The good news is that both versions can and do work. The bad news is that both versions can and do fail. The key with either model is to get hiring and recruitment right - a skill that is often undervalued by businesses. If you are reading this and considering what sort of path to go down, the very first thing to do is to list out all of the requirements your business has.  Do you want to grow quickly? Do you want to be more efficient? Do you need to operate in multiple territories and languages? What channels do you / are you going to use? Once you’ve done that, divide them up into Must Haves and Nice to Haves and you have the beginning of a set of priorities.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a few different advantages to in-house or agency models that may help you in deciding which direction you want to go in. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Agency Model\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Scales quickly: the timescale from search to execution is relatively short and it’s generally easy to add capacity as you need it.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Breadth of experience: because agencies and consultants work with a range of clients, it’s more likely that they will have applied the solutions you need before and so will be able to identify them more quickly.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Flexibility: generally, you are only locked in to paying a particular agency for the length of a contract, so if your strategy changes, it’s easier to move on from them than it is from a permanent member of the team.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Lower absolute cost: if you are adding a new channel, you may well not need 40 hours a week of focus on it. You can pay an agency only for the capacity you need, and while this might cost you more per hour than hiring an in-house person, the total outlay is generally less. This can be especially useful for one off or irregular events, like market research or content audits - you can bring in a specialist skillset for a finite period of time and minimise the disruption to your regular team.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Fewer geographical limitations: if your business is situated somewhere that makes hiring more difficult, you may be better off using an agency model than hiring people who may not have the skills or ability to really make an impact on your business.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"In-House Team","nodeType":"text"},{"data":{},"marks":[],"value":"\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Institutional knowledge: as people work for a business and gain experience of how the business trades, the whole process becomes more efficient and improves every time you do it. While long term relationships with agencies do offer some of this, it’s unlikely that they will have access to the same levels of insight that can be gained by interacting with all the different departmental focuses of a business.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Focus: the people working for your business only work for your business, which naturally means that all of their insight and instinct will be applied to finding solutions to the problems that you face. Because the whole team is in this position, it means that conversations between them will share this rapidly across channels.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Competitive advantage: an obvious point, maybe, but if you hire someone really good, it means they won’t go and work for a competitor. Ultimately, it’s people that create value for a company and the more talented people you have working solely for you, the more likely it is that you will produce the products and executions that give you the edge in winning market share.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Hire and develop how you want: building an in-house team means you have full control over the mix of skills, personalities and backgrounds of people that you hire. It also means that you can develop people how you want to do it, so that as people progress and become managers, in turn the culture of the company will be ingrained in how they work (hopefully you have a healthy company culture and this is a good thing!)\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whichever direction you chose to go in, or even if you decide a mix is a better option, you must have someone who understands the goals and executions and is accountable for the performance of whatever resources you have. In very small companies and startups, this means either hiring someone with this sort of experience or learning the basics yourself, in the same way that you need an understanding of operations or product development.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What positions do I need in an in-house team?\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"You have decided that you want to build an in-house online marketing team. So what jobs do you need to fill? This comes from the list of requirements that you have created - the tasks, the channels, the supporting collateral you will need to fulfil the overall marketing strategy.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is a list of positions that businesses generally have in in-house teams. Some of the roles may be blended into one, and frequently there will be multiple versions of the same role. There will be management layers, some businesses may not need all of the channel owners, and of course, some businesses may choose to put responsibility for tasks in other teams. This list is not intended to be definitive but should provide a guide to your thinking.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Paid search team\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of your biggest costs, especially in an e-commerce business, is likely to be your paid search budget (PPC and shopping). The skills needed for an in-house version of this team are largely the same as those at an agency - indeed, a lot of people cross back and forth - but you are looking for people who can understand how these channels work strategically within the business and who can be responsible for a long term plan, including tools, how spend levels influence profitability, and so forth. I’ve put this as a ‘team’ rather than a single role, as this can involve a number of people depending on how many brands, territories and languages you need to cover.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"SEO specialist\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The role of an in-house SEO specialist is quite different to an agency. Much of this person’s time will be spent project managing, working alongside the e-commerce and IT teams, training content teams and most of all, building the business cases that will get SEO work prioritised. This requires someone with strong interpersonal skills who can communicate effectively with tech teams one minute and brand marketers the next. Frequently, companies will hire someone to be the in-house representative for SEO and then outsource the technical analysis on a case by case basis.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Social / Display specialist\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"As with paid search, you will need someone who is responsible for social media and display marketing. This isn’t just a technical media trafficking role - you need someone to work with the brand and creative teams to execute the broader media and marketing strategy, so some awareness of how the brand side of marketing works is really important, as is the ability to explain metrics and results to less technical teams.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"CRM / Data Team\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Businesses will frequently put CRM and data analysis in the same team, which makes sense as there is a large overlap in the skills needed. Data analysts will frequently be called on to provide insight across a wide range of different functions in the business, so a strong understanding of what metrics are important for driving business growth is key, as is an ability to communicate key insights to less data literate people. The segmentation, testing and automation parts of CRM flows naturally from this, so all you need from there is coordination with the marketing planning function to ensure the right content goes into actual emails. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Leadership / planning\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Finally, you need a leadership team to bring it all together and to lead the planning part of the team’s function. This is a typical business management role, but one that needs insight into the capabilities and possibilities offered by each different channel or role. As your team grows, you should be able to promote people into this sort of position - a great outcome for your hiring and development.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do I hire an in-house team?\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The most important part of this is to have a roadmap. You do not need to hire everyone at once - it’s much better to prioritise the roles and add one or two people at a time and to ensure they are bedded in to the company before adding more people. Frequently, this can mean working alongside any agencies you have in place for a period of time. Even after you have established a team, you can repeat this as you want to add new channels or capabilities - use an agency that offers immediate impact, and as the new channel proves itself, you can bring in someone to manage it long term in-house. Having an agency who understands your business and who you can trust to execute well is extremely valuable if you want to do this.\r\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"Landing Page BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2KAsdP2zw0fA1H26GgH6nt/1b17d3056efc78afdfb679877a225729/lpbg.jpg"},"publishedOn":"2020-06-16T08:45:29.377Z","mainImage":{"name":"Digital Marketing","url":"//images.ctfassets.net/rsv5jnhanwkh/1BfspgkCyzbAU8esJwdvQv/a1d48d0b068eb4eb52b8cf6642ea813d/digitalmarketing.png"},"author":{"name":"Josh Duggan","image":{"name":"Josh Duggan","url":"//images.ctfassets.net/rsv5jnhanwkh/6EurG9r0gPMia50Y8A2mty/f2241a6bc1a5f7877de640f28edf9618/Josh_Duggan.png"},"bio":"Working in paid media for over 8 years. Specialises in Google Shopping and paid social. Spoken at various eCommerce events around the world about paid media and Google Shopping."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920636280","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920636280","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920636280","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920636280","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920636280","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Choosing a Performance Marketing / Paid Media Agency","slug":"choosing-performance-marketing-paid-media-agency","description":"Selecting a paid media or performance marketing agency is a complex process - get it right and the rewards speak for themselves, but get it wrong, and the result could be serious. This guide should help you to make all the right decisions along the way to choosing the right agency for your project. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"As a person with responsibility for digital marketing, one of the most important decisions you will find yourself making is which online marketing agency to hire. Typically, you will agree to an initial contract that can last up to a year. Additionally, vetting and integrating a new agency can be a disruptive piece of work, so it’s something you need to be good at and to get right. The problem is, it’s something you’ll only do a relatively small number of times throughout your career, so it’s something that’s hard to learn through repetition. Fortunately, there is a process that should give you the information you need to make the best decision possible.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The basic view of this is something that you will have seen before and hopefully one you already follow in bringing in any new resource, be it technology or human:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Gather requirements\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Prepare a brief\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Send out your requests for proposals\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Listen to and assess pitches\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Decide based on your requirement criteria\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Negotiate and sign\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Of course, there’s a lot of detail hidden in each of those steps, so let’s examine each one in turn.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What do I need an online marketing agency to do?\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"It goes without saying that not all agencies are the same. They have different skillsets, ways of billing and customer expertise. Simply going to a set of agencies and saying ‘I need help with online marketing’ will result in the agencies giving you advice based on what they do well, not necessarily what you need (good agencies will dig into it and ask you some questions). This process is about assessing who you think will best achieve your goals, so this is your starting point. Depending on your experience and what resources you have in house, you may be able to give a detailed view of what channels you need support with, what the KPIs are and even what it is that needs doing. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The good news is that if you don’t have this background, all is not lost. At the very least, you will be able to write down what you expect the results of your media activities to be - for example, market growth, customers acquired or return on investment. This more general approach may mean you need to go through a couple of different rounds of pitching as you work out what process will be best, but it does mean you’ll be able to access expertise from a wide range of different agencies. You should also have a think about what you require in the form of reporting, calls or agency visits to the office.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you have this, you need two separate budgets to complete your requirements - your media budget and your agency budget. You may or may not chose to to share the agency budget with prospective agencies, but you should have an idea of what you want to spend.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you have all of these you can ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/how-to-write-a-marketing-brief"},"content":[{"data":{},"marks":[],"value":"write up a basic brief","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", including a prioritised list of requirements.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Online marketing agency - request for proposal and pitch process\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Using your internal brief, you can then write up a ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/paid-media-rfp"},"content":[{"data":{},"marks":[],"value":"request for proposal","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". This is a short document that you send to agencies inviting them to pitch for your business. In this document you should make clear what it is you want to see from agencies during the process, and how you are going to make your decision. This process can be time consuming to get right, so you want to make it clear to agencies what you expect to see so you don’t need to follow up and ask more questions. Remember, you control the process, so the responsibility for communicating and getting quality proposals is yours. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Typically, you might ask an agency to come back with a proposal that includes\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Background and expertise of agency\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Details of clients and testimonials\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"A meeting with the people who you will actually working with, not just the sales team\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How often client managers change\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"What they expect to be able to achieve with the budget you’ve set out\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How long it will take to get up and running\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If you have already given then access to your accounts (if you’ve set them up already), a detailed audit of where you are and how they’d take it forward\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Any potential conflicts of interest\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The size and financial stability of the agency\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How many clients each manager has\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How much they charge, and how they charge (eg flat rate, daily rate, percentage of media spend\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Your timeframe\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"In compiling a list of potential agencies, it’s good to get recommendations from people in the industry - reputations are pretty well known and once you’ve asked a few different people you should begin to build up an idea of who is good. It’s also worth trying to create contrasts between agency type - channel specialists, general marketing agencies, large and small agencies. If you don’t have any connections, this might be a sign that you should bring on an independent consultant to run the process for you - it does add extra cost but the expertise and time saved outweighs the cost of hiring the wrong agency and getting poor performance.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s likely that a few of the agencies you contact will not be able to take part in the pitching process, either because of capacity, client conflict or not being able to work with the budgets you have set out. Once you have a long list, rather than getting every single one to come in and pitch, it’s worth doing short calls with them to try to narrow yourself down to a shortlist of three who will come in and present to your team. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In the pitches, whether it’s in person or over the internet, it’s important to have a few different people involved at your end, all of whom are aware of the decision making criteria. Especially key is the person who will actually be working with the agency on a day to day basis, whether this is you or another member of your team. Chemistry and trust are key parts of the long term relationship so don’t ignore red flags, even if all other boxes are checked.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s also worth paying attention to what questions they are asking you about your strategy and your business - you want an agency who will look to understand how your business runs, what the commercial dynamics are and how they can best feed back into this.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do I make the choice of which online agency to go with?\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Hopefully, you will have shortlisted well and you will have two or three good options. At this point, the set of requirements and priorities you set out at the beginning comes through - you should be able to give each agency a score on each of the five or six key criteria. Whether this is close or not, it’s very important to verify your decision by talking to some current or ex clients. Agencies will be able to put you in touch with them, and obviously they will recommend those with whom work has gone well, but it’s a big red flag if they do not. You can use this time to confirm some of the details they’ve given you in terms of impact, communication style and quality of work.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If your final decision comes down to two agencies who you think are good, then it’s worth negotiating with both of them but being open about what you are doing. You may well chose to work with one of the unsuccessful agencies down the road so you do not want them to be left with the impression you were using them to get a better price from the agency you actually want. It almost goes without saying that the cheapest option is not always the best option for your business - what you save in cost you may lose in terms of delivery or ability to scale in the long term. In the course of your negotiation, pay special attention to the terms of payment and length of the initial contract, including whether there are any break clauses and whether these are one way or two ways. You also want to make sure that things that are important to you such as time spent on site, or frequency of reporting, are written into the contract. A successful negotiation is a win for both sides - agencies need to make money to continue to operate, which means charging clients at a rate they see as reasonable to cover their costs and pay, retain and attract talent to their business, something that benefits you as a client in the long term.\r\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"Landing Page BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2KAsdP2zw0fA1H26GgH6nt/1b17d3056efc78afdfb679877a225729/lpbg.jpg"},"publishedOn":"2020-06-15T15:01:23.530Z","mainImage":{"name":"Lightbulb Image","url":"//images.ctfassets.net/rsv5jnhanwkh/6GL52L0WaUzIaERUEkjmZn/c1dca328e2a65dd4c6421638ff5dea2b/lightbulb.jpg"},"author":{"name":"Josh Duggan","image":{"name":"Josh Duggan","url":"//images.ctfassets.net/rsv5jnhanwkh/6EurG9r0gPMia50Y8A2mty/f2241a6bc1a5f7877de640f28edf9618/Josh_Duggan.png"},"bio":"Working in paid media for over 8 years. Specialises in Google Shopping and paid social. Spoken at various eCommerce events around the world about paid media and Google Shopping."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920636541","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920636541","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920636541","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920636541","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920636541","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Best Practices & Optimisations for eCommerce Product Listing Pages","slug":"ecommerce-listings-page-optimisation","description":"Not all ecommerce listings pages are created equal - in this guide, we look at various optimisations for listings pages, in order to offer the very best user experience and conversion rates.","content":{"data":{},"content":[{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1aU0kjOoTk57fv2mlYgHkz","type":"Asset","createdAt":"2020-06-02T09:14:40.135Z","updatedAt":"2020-06-02T09:14:40.135Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Burberry PLP","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1aU0kjOoTk57fv2mlYgHkz/bb3e9faa7bc6fa99b949a01e96f62aa2/burberry.png","details":{"size":232902,"image":{"width":1903,"height":920}},"fileName":"burberry.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have read our article on creating an ecommerce roadmap, you’ll recognise that listings pages are a key step in the customer journey on an ecommerce website. How important it is to you will depend on the volume of products you have and how many different ways there are of filtering them - in other words, how they are categorised. This piece will not cover how to optimally order products in categories (we will cover navigation and information hierarchy later in this series). Additionally, this piece assumes that you have gone through the process of analysing the steps within the customer journey and identified listings pages as an opportunity. We’re only going to talk about category and sub-category listings pages - internal search and how to improve that will be covered later.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do I measure performance on my listings pages?\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The purpose of a product listing page (PLP) is to show customers products related to the category they’ve navigated to, so that they can click through to product description pages (PDPs). This is called the listing page to product page rate, and is the core metric that you are trying to improve. When you examine this at a listing page by listing page rate, you will find that there is a distribution of performances - some categories will do better than others.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"WMXXq6TFfUJJID3isOz9w","type":"Asset","createdAt":"2020-06-02T09:24:38.354Z","updatedAt":"2020-06-02T09:24:38.354Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Everlane PLP","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/WMXXq6TFfUJJID3isOz9w/10d14720c2617ae40ac0e06255e14db2/everlane.png","details":{"size":121111,"image":{"width":1903,"height":920}},"fileName":"everlane.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"However, this doesn’t tell you much about which elements of the page are working and which are not. To do this, you need to have event tracking set up. This can be a fairly lengthy process, depending on how you choose to setup the events - you can also use ","nodeType":"text"},{"data":{"uri":"https://www.getelevar.com/event-builder/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"this very useful Chrome extension","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" from Elevar to create events simply by clicking on elements of the front-end of your site. So for example, you can obtain the click through rate by product listing position, or use of filters, navigation and so forth. Once you have done this for your listings page template, it should cover you for all listings pages, providing the nomenclature is set up so it takes values from the context of the page. ","nodeType":"text"},{"data":{"uri":"https://developers.google.com/analytics/devguides/collection/analyticsjs/events"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Google has a pretty good guide to setting this up","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" - it’s worth reading and implementing site-wide if you haven’t already done so. Some of the enhanced eCommerce reports also helps with this to a certain extent, but you can’t get the same level on insight into the specific products etc. You can also use a solution like Hotjar to monitor specific clicks on filters etc, which can be useful.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The events route gives you a way of accurately tracking which parts of the page are being interacted with, which means that you can see the effects of changes as you make them. Because listings pages are pretty complex in terms of possible interaction (as opposed to, say, a product page which has a more limited number of outcomes), it’s important to take a granular view of any tests that you run.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are also a number of tools that provide insights into what customers are doing on your page, such as ","nodeType":"text"},{"data":{"uri":"https://www.crazyegg.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Crazy Egg","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", ","nodeType":"text"},{"data":{"uri":"https://www.dugwood.com/clickheat/index.html"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Click Heat","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or ","nodeType":"text"},{"data":{"uri":"https://www.hotjar.com/"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"HotJar","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" (there are a lot out there so it’s worth doing some research to find the right one for your budget and requirements).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This kind of analysis can be supplemented by direct user testing. Once you have an idea of which aspects of a page are causing issues, you can observe panels of people as they try to complete certain tasks on a website. This can be ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"very ","nodeType":"text"},{"data":{},"marks":[],"value":"informative - because you and your team are so used to seeing and using your website, it’s likely that you are blind to the parts that hinder or prevent customers from doing what they need to do. It’s important to run these tests with a wide variety of people and make sure they use both mobile and desktop versions of your site.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do I improve performance of my listings pages?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"A typical user interface development cycle will go something like this:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Research ->\nHypothesis ->\nTesting ->\nAnalysis ->\nReject or Accept Changes","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We’ve looked at the measurement and research part above - so how do you go about making improvements?","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are generally two things  you can do on a page - change or remove an existing feature, or add a new one.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s harder to identify when to add a new feature, as you won’t have any interaction data on it. However, you can generate hypotheses from customer feedback (eg, “I wish I could see the best products first” might lead you to want to test the addition of product star ratings in the listings), or you can infer from behaviour (eg, customers clicking through to a product and then back when they see that you don’t have their size may lead you to want to test a size filter on the listings page).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You are also helped out by there being a limited number of features that are typically found on a listings page.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"55HQJqgF8s8VAkT60oWeGK","type":"Asset","createdAt":"2020-06-02T09:30:26.915Z","updatedAt":"2020-06-02T09:30:26.915Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"The Conran Shop","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/55HQJqgF8s8VAkT60oWeGK/0d7fa596efeab7da59ae9d5c72187534/conranshop.png","details":{"size":236045,"image":{"width":1903,"height":920}},"fileName":"conranshop.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Merchandising / featured product modules\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"These are generally found at the top and/or bottom of listings pages, and are an opportunity to highlight promotions, offers, new products, etc. You may choose to test the sizing and placement of these - they can certainly be effective, but there can be a cost in terms of pushing products down the page. If you do run tests on these modules, it’s well worth splitting out results on mobile and desktop - this may be an instance in which you have a feature on one device type but not on the other.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Suggested product modules, such as ‘customers also viewed’, are generally automated to a set of rules. This is a great opportunity for testing out the effects of personalisation on your website - most platforms will accept modules that highlight products based on customer information such as past purchases or website behaviour. Because these are algorithmically-based, you can test both the effectiveness of the module itself (i.e. how many people go on to purchase and how much they spend) and of the overall effect on page views.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product listings / cards\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The key part of a product listings page is, of course, the product listings. Within this, you can control the ordering of the products (and options to re-order) and how the products are presented on the page (image, price, number of columns).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"66xeCsp4GzgK6DW6dxVtiO","type":"Asset","createdAt":"2020-06-02T09:32:59.363Z","updatedAt":"2020-06-02T09:32:59.363Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Helly Hansen PLP","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/66xeCsp4GzgK6DW6dxVtiO/00474386a0614da4f7e7c3d3989e4f8e/hellyhansen.png","details":{"size":157525,"image":{"width":1903,"height":920}},"fileName":"hellyhansen.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Typically, a product listings page will present products in a default order and then give customers the option to sort them differently - e.g. by price (high or low), recency, discount (rate or absolute) or rating. This is useful for you too - the frequency and performance of these ordering types can give you an idea of how you want to weight your default ordering.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s helpful to assess more product metrics than just click through rate - this is an example of when it’s important to look at the monetary value of each interaction as well as just the volume. For example, if you only optimise for click through rate, you may find that more customers settle for cheaper products, leading to a lower AOV and a drop in profitability, even as you create more transactions. \r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Therefore, your weighting algorithm needs to include product margin and conversion rate as inputs alongside click through rate. This is sometimes referred to as ‘weighted click through rate’. This, again, is a great opportunity to integrate personalisation and machine learning. A platform like Episerver has a great interface to do this, but if your platform does not have this capability built in, a tool like Optimizely is very effective.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Within the product listings, you may also want to test image types (e.g. lifestyle vs product shot), stickers (eg, ‘sale’ or ‘low stock’) and how you present price.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Filters\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customers use filters to refine the view of products that you’ve presented. This is especially important if you present them with a long, multi-page list (for example, a large category such as ‘wine’ or ‘garden herbs’). However, you do not want to present the same set of filters for every category - some filters simply won’t make sense and others will be more important in certain categories. The list of filters also needs to be a manageable size for customers.  Therefore, each category needs to have a set of assigned filters. If you operate a large, multi-category e-commerce site, this can appear a daunting task, but it’s made easier if you group categories - for example, all shoe categories would have a shared set of filters.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"23tZhO0PumA2sC9sAO0gfw","type":"Asset","createdAt":"2020-06-02T09:35:30.698Z","updatedAt":"2020-06-02T09:35:30.698Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Oddbins PLP","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/23tZhO0PumA2sC9sAO0gfw/c93afb9e02a582cbc7be00022abfe370/oddbins.png","details":{"size":67482,"image":{"width":1903,"height":920}},"fileName":"oddbins.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Setting up and maintaining filters needs to be a cross-disciplinary effort - there is no chance that filters will work effectively if product data is inconsistent or absent altogether. If you have a small site selling your own products, this should be fairly straightforward, but if you have a wide range of third-party products, then your buying team needs to be on board with acquiring and uploading that data. It’s not the most glamourous of jobs, but a vital one for an effective listings (and search) function.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s also worth reviewing your filter input and interaction - some work better as check boxes, radio buttons or sliders, and will differ in utility between desktop and mobile. It’s also worth considering whether the page automatically applies the filters each time a new one is added or whether it’s better to wait for customers to complete their selection. Again, the answer to this will differ depending on complexity, so it’s one to pay attention to during the customer testing phase.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Once you have created hypotheses and tested them out, you’ll be left with the choice of accepting or rejecting the changes. If you accept the changes and integrate them fully into the website, it’s useful to leave a small holdback audience who still see the original design over a longer period of time - customer behaviour can change as they get used to new versions of a website, and that can influence your view of results both positively or negatively.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Good examples of eCommerce category pages / PLPs","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Burberry","nodeType":"text"}],"nodeType":"heading-4"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1aU0kjOoTk57fv2mlYgHkz","type":"Asset","createdAt":"2020-06-02T09:14:40.135Z","updatedAt":"2020-06-02T09:14:40.135Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Burberry PLP","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1aU0kjOoTk57fv2mlYgHkz/bb3e9faa7bc6fa99b949a01e96f62aa2/burberry.png","details":{"size":232902,"image":{"width":1903,"height":920}},"fileName":"burberry.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Great drop-down filters that are easy to see, alternative image rollovers and good sized product photos make Burberry's PLPs stand out. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The Conran Shop","nodeType":"text"}],"nodeType":"heading-4"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"55HQJqgF8s8VAkT60oWeGK","type":"Asset","createdAt":"2020-06-02T09:30:26.915Z","updatedAt":"2020-06-02T09:30:26.915Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"The Conran Shop","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/55HQJqgF8s8VAkT60oWeGK/0d7fa596efeab7da59ae9d5c72187534/conranshop.png","details":{"size":236045,"image":{"width":1903,"height":920}},"fileName":"conranshop.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Comprehensive filtering on meaningful attributes. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"The Pros and Cons of Smart Shopping Campaigns","slug":"pros-cons-of-google-smart-shopping","description":"In this guide, we explore the pros and cons of Google's smart shopping and look at some of the latest developments across the shopping channel. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"In a previous blog, we spoke about the complexities of ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/google-shopping-guide-for-fashion-brands"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Google shopping campaigns for the fashion industry","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":", its challenges, and best practices to maximise ROI. Here we revisit ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/google-shopping/"},"content":[{"data":{},"marks":[],"value":"Google shopping","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" with a focus on Smart shopping covering the pros, cons, and latest developments. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What is smart shopping?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Smart shopping was first announced by Google in May 2018 and separates itself from standard shopping campaigns by automatically optimising ad delivery to achieve an advertiser’s defined goal value i.e. ROI target. Google takes your product feed, campaign objective, budget and country settings and uses its machines learning to do the rest. Google’s algorithm decides where and when to serve your ads, how much to bid, and which audiences to target.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Pros of Smart Shopping:","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Smart shopping simplifies your campaign management by leaving the optimisation to Google, this reduces the resource required to fully manage the campaign yourself, and Google’s machine learning capabilities allow for large amounts of data and optimisations to be processed quickly which a human would struggle to compete with. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Smart shopping combines search with display which allows advertisers to expand their reach, this includes both dynamic remarketing and dynamic prospecting. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Smart Shopping uses machine learning to serve the most relevant combinations of your visual and textual assets to deliver the highest return.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Cons of Smart Shopping:","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Reporting is limited- Placement, search query and audience data is not available. Whilst this is likely due to Google making all optimisations, and therefore the campaign manager has no use for the data, the lack of visibility means you have no knowledge of what may and may not be working. These could also be learnings you could have otherwise applied to other campaigns. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Attribution becomes much more difficult as search/display/YouTube is bulked into one and there is no way to report on the performance of each separately. Naturally, each of these placements may drive quite different results and have a slightly different role in the conversion funnel. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"No ability to add negatives i.e. irrelevant or low intent search terms. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"No control over your products. Google recommends advertisers target all available products in one campaign which Google manages. However this means all products will be treated the same i.e. Google won’t factor into bidding the following; products on sale which an advertiser may want to push more aggressively, or products with different margins, or high-value products which you want more exposure on, or products with few sizes left in stock which you may want to pull back on. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Summary of Smart Shopping Pros & Cons","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Smart Shopping campaigns have been considered a way for Google to grow revenue across its shopping product, but also across Display and YouTube. Smart shopping, however, has most definitely made shopping more accessible to smaller advertisers, and in early testing, advertisers who used Smart Shopping campaigns drove over 20% more conversion value at a similar cost. There have been several success stories since which show a significant uplift in ROI, but of course, each advertiser is different and smart shopping campaigns may not work for everybody, either an uplift in ROI has not been seen, or due to the nature of the business or products sold, Smart campaigns are not feasible. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Like all things in digital, testing is key. If you are keen to try Smart Shopping campaigns and the cons mentioned above are not a concern, we would recommend A/B testing standard campaigns vs Smart with a specific product group initially rather than your whole catalog. Many of the same principles exist in terms of set up, however, for a refresher we have included a checklist below. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Google merchant and product feed set up ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Link Google merchant centre to Google ads ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Review the diagnostics tab in Merchant centre and fix any errors","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Add the analytics eCommerce tracking code to your site","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Enable remarketing in Google Analytics","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Import Google Analytics metrics into Google Ads ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Import Google Analytics remarketing audiences into Google ads ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"High-value products to be broken out into own Smart shopping campaigns ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Low-value products to be broken out into own Smart shopping campaigns ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Products in your Smart Shopping campaigns should be excluded from standard shopping and dynamic remarketing campaigns. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Segment products across several product groups","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If using Target ROAS, set different Target ROAS goals for each campaign based on margins","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"According to Google, it is best to leave smart campaigns running for at least 2-3 weeks before evaluating performance. Remember to compare like for like performance, especially as smart campaigns do not separate by placement. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What is new with Google Shopping?","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google recently announced for searches on the Google shopping tab, merchants will now be able to show products listings for free. Retailers will continue to be able to show their paid ads alongside these new free organic listings, however as on the main search page they will appear primarily towards the top and bottom of the pages, and non-paid (organic) listings will take the remaining real estate within that tab. This will be rolled out later this month, and initially in the US. Whilst this was already on Google’s road map, the impact Coronavirus has had on retailers has pushed this forward. This is not, however, the first time Google has offered these listings for free. Back in 2012, this ad space was free, before Google made this a paid ad space with Google shopping. The recent changes appear to have come to rival eCommerce giant Amazon. As the change does not affect the Google search results page, we do not expect to see a huge impact on current Google shopping advertisers. \t","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n\n\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"publishedOn":"2020-05-27T16:57:19.264Z","mainImage":{"name":"blog post graphic1","url":"//images.ctfassets.net/rsv5jnhanwkh/2cNLxiWKmUlXct5oSeELYd/dac47909928cf2f3472ab74230bffa5c/blog_post_graphic1.jpg"},"categories":[{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5LxiTX7r06g3Lxrn2es64A","type":"Entry","createdAt":"2022-09-27T11:44:46.909Z","updatedAt":"2022-09-27T11:44:46.909Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"blogCategory"}},"locale":"en-US"},"fields":{"name":"Paid 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"sys":{"type":"Link","linkType":"Entry","id":"5w44aC9m31t7Boznp0ZAov"}},"companyEmailAddress":"hi@vervaunt.com"}}}}],"author":{"name":"Bethan Rainford","image":{"name":"Bethan Rainford 2021","url":"//images.ctfassets.net/rsv5jnhanwkh/2BsygLTuzQy0BHKEm0WC3O/90f90c4ec3fb8783deca4c241793607c/1-04_Bethan_Rainford-min.png"},"bio":"Bethan Rainford runs the day-to-day operations of the paid media team and heads up the paid media offering. Bethan has spoken at a host of ecommerce events and has been working in paid media since 2015, previously managing accounts for the likes of BMW, Nintendo and MUJI. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Creating & Setting Budgets For eCommerce","slug":"budgeting-for-ecommerce","description":"For any eCommerce project to be successful, it needs a carefully considered budget, with accurate costs and regular reviews and updates. This post aims to guide you on how to prepare a realistic budget for any eCommerce project, and how to handle it when your allocated budget isn't what you'd planned for.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"If you have responsibility for e-commerce, it’s highly likely that sooner or later you will be asked to submit and justify a budget. E-commerce budgets are a little less straightforward than, say, performance marketing - not everything will pay back in-year, it’s likely there will be some site upkeep work that needs doing and other projects may create value simply by creating new trading capabilities, such as A/B testing or personalisation.\r\n\r\nIn the pieces on making an e-commerce roadmap and ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/benchmarking-and-the-on-site-customer-journey"},"content":[{"data":{},"marks":[],"value":"Benchmarking","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" we have already had a look at two of the important components - when you do submit a budget, you should be prepared to justify the projects you are proposing and to explain how they fit into the overall context of website trading. \r\n\r\nOne tactical point - it will bring you no benefits to try to squeeze your budget unnecessarily at this point. It’s likely that the CMO / CFO will reduce it some anyway, and even if not, you’ll still be able to come in under budget (don’t wildly inflate your numbers, though - this can only backfire!).\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"When should I make an e-commerce budget?\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"As mentioned above, your budget will probably take longer to explain than other channels. Additionally, you will align with your development resources about what they can commit to achieving. If your budget includes costs for these resources, this puts you in a more flexible situation. Because of this, it’s key that you are well prepared in advance of when your budget proposal actually needs to be delivered. \r\n\r\nIf you are using in house resources, it’s likely that these development teams will also be balancing other projects for operations, technology maintenance or data analytics, for example. While this process of prioritisation likely happens outside of annual budget creation, it’s important that you submit something that’s reasonable from this perspective too.\r\n\r\nYou will also need time to do some research into project and tool costs, which can involve getting quotations from outside resources and / or speaking to internal stakeholders.\r\n\r\nIf you have a roadmap, this is a pretty good start. As you complete projects, you can add projects in from the pipeline, so you always have at least a year’s work set out in front of you. It’s also worth reviewing this every three months to reflect changing priorities, and new opportunities.\r\n\r\nIf you are following this process, then in the quarterly review before your annual budget is due, you need to begin nailing down your priorities and costs for the next year. It’s highly likely that other channel owners will be looking to you for guidance on what to expect in terms of improvements to conversion rate and average order value, so the more tightly you can integrate your numbers into the overall projections, the more likely you are to get sign off for what you need.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do I make an e-commerce budget?\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"We’ve already discussed some of the basics above. There are three key parts that go into your budget - when you are going to do something, how it will pay back, and how much it will cost.\r\n\r\nThe when we’ve covered above and in previous posts. It’s important to retain a degree of flexibility in this and always have second and third options for projects if your first choice isn’t practical at a given time.\r\n\r\nIn terms of how projects pay back, in your pipeline it’s likely you have an approximate monetary number against each project which corresponds to value over a year. This is important for your prioritisation, but when feeding into an annual budget, it’s vital that you understand and communicate the length of time it can take for the value to come through. This could happen quickly (e.g. fixing issues with the checkout) or something that takes time (e.g. personalisation on suggested product modules). \r\n\r\nThe third part is how much each project is going to cost. Here are some things you need to consider:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Which department pays for development costs?\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"This varies from business to business. If you have responsibility for finding and directing external development resources, it’s much more likely that this cost will come from your budget than from an IT one. If your company has an internal development resource, then they will have their own budget. However, some companies will run internal markets so their services will be available almost like an internal agency and you will need to include this cross-billing as part of your proposed spend.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What training will be needed to activate new technology?\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you are adding new capability to your website, it’s likely that you’ll be using a new tool or changing existing business processes. Sometimes this can make things simpler for all concerned and sometimes it will require people, in your team or others, to do things that they may not have done before. If you want to deliver a budget that gets cross-functional support, it’s imperative not to forget the human aspect of what you are doing. More generally, your projects will not succeed if you do not properly support the people who have to use them.\r\n\r\nTherefore make sure to build in to your budget the cost of any training that will be required.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What tools do you need / are you already using?\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s not usual for big ticket items like e-commerce website platforms or PIM tools to be included with the e-commerce budget. However, optional tools such as those for search optimisation, personalisation or A/B testing should be. Make sure that you remember to include those you are currently using if there’s an ongoing subscription cost. At the same time, if you are paying to use a tool, be sure that it is actually creating incremental value that would be lost if you turned it off.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How much do you need to spend on research?\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Again, this depends to an extent on how much you are able to do internally. Some large organisations have testing rooms set up to conduct customer research, but most of us will need to outsource this. Understanding how and why customers interact with your website is absolutely critical to your success and so you should budget for it accordingly. As it is also your (and your team’s) responsibility to be up to date with modern eCommerce technology, set aside some budget for personal training, conferences and so forth.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What happens if your budget is less than you need?\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"You don’t always get everything you want. Business spending decisions - especially in marketing - are subject to all sorts of outside forces and trading conditions, which may reduce or reshape the budget in a way that reduces the resources you have at your disposal.\r\n\r\nSo what do you do next?\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Can any projects be broken up into smaller blocks?\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you can deliver large projects in smaller blocks, then you may still be able to get done much of what you want to achieve. It’s not ideal - what’s left over may well be of lower value and get pushed to the back of the queue, and because you potentially have to run two projects on the same part of the site, it means that it will ultimately cost more and have lower ROI. Still - it’s better to get something done than nothing at all, so if you can reduce scope without fatally compromising the outcomes, it’s a route that you should pursue.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Can you reduce the number of projects and deliver more slowly?\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Rather than reducing the scope of individual projects, you have the option of doing less by dropping one or more projects and delivering the rest more slowly, spreading the cost out more throughout the year. If you go down this route, it’s important to bring everyone else along with you, as anything depending on the delivery of these projects will be affected (for example, developing advanced merchandising tools like bundling or subscriptions).\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Can you use less expensive tools?\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You may be able to lower costs by using tools with reduced functionality or by restricting the number of users / instances that you are paying for. Obviously, this means that you will have less at your disposal, so it’s worth weighing this up as a trade off with everything else that you plan to deliver. In some instances, you may have the skills within your team to build free alternatives (for example an A/B testing tool using Google Tag Manager functionality).\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Potential line items for eCommerce budgets\r","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Research (agency and subjects)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Platform costs (including licensing and upgrades)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Platform extensions & third parties (PIM tool, personalisation, search, etc.)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Website development costs (OPEX and CAPEX)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"A/B testing tools (website and media tests)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Media costs\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Agency costs (media management, SEO,  website development, performance analysis)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"CRM platform\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Any paid media tools (display platform, feed management, bid management software, etc.)\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Reporting software\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Market analysis and price comparison software\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Training costs\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"backgroundImage":{"name":"Green Blog BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2ZErSdpZbfq9eujxZ2BDuv/0babf2251b9f07addc9be6144d342208/greenbg.png"},"publishedOn":"2020-05-26T16:57:47.601Z","mainImage":{"name":"Budgets","url":"//images.ctfassets.net/rsv5jnhanwkh/16fN52GTQ0EHLpR9Qct9zo/46c55ee41fb27fdf4dfe88c7bbc180ca/budgets.jpg"},"author":{"name":"Paul Rogers","image":{"name":"Paul Rogers 2021","url":"//images.ctfassets.net/rsv5jnhanwkh/6yocSl8ThYCEiRTYFxcPx9/dc1cf3f4bfcb918e3b698592da85919a/1-01_Paul_Rogers-min.png"},"bio":"Paul is an experienced eCommerce Consultant and Founder of Vervaunt. Paul's background is in eCommerce technology and customer acquisition strategy and he now runs the eCommerce services side of Vervaunt.","website":"https://paulnrogers.com/","twitter":"https://twitter.com/paulnrogers","linkedin":"https://www.linkedin.com/in/paulnrogers"},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920637314","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920637314","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920637314","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920637314","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"A Guide to eCommerce Internationalisation","slug":"ecommerce-internationalisation-guide","description":"This guide is designed to help retailers and brands understand some of the considerations around eCommerce internationalisation and the various opportunities in different areas.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Almost every business wants to create grow online revenue, acquire more customers and, ultimately, be more profitable (selling direct to consumers). There are a wide range of well-established ways of doing this - launching new product, take more market share in your existing markets or expand your operations to new markets altogether. Which of these to do is a question we won’t consider today; suffice it to say that it’s something that needs to be considered at all levels of the business and something that everyone needs to be aligned on.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This article is going to focus on the opportunities presented by internationalising a business, primarily from an e-commerce and digital marketing perspective. However, as these two streams impact so much on other business functions, we’ll also touch on operations and customer service, but not on the legal aspects of trading in overseas territories.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Internationalisation vs Localisation\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are actually two levels of internationalisation that should be considered - firstly, setting up your business so you can market and sell your products and services in an overseas territory, and then localising your activities so it better reflects the trading circumstances in the new market. As a concrete example, you might internationalise your business by accepting dollars and euros on your site; you might then proceed to localise it by setting up a website for a German specific audience, highlighting your returns capabilities and integrating payment methods like Klarna invoicing or SOFORT.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\rThe first step takes your business and makes it accessible to customers already wanting to shop from you - useful for meeting existing demand - and the second takes your business and makes it something that customers want to use - vital for creating new demand.\r\n\r\nBoth are important steps, especially because the financial and headcount investment necessary to properly localise is quite high and taking the more basic steps to internationalise is a good way of testing a market.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"When should I internationalise my business and what do I need to consider?\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"From an e-commerce perspective, there are a few signs to look out for\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Orders or attempted orders from markets you are not actively marketing in\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Customer service contacts from people asking when you are going to start selling in their country\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Increase in search volume for your brand or product names\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Social media discussion\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"These should be treated as leading indicators - but their absence doesn’t necessarily mean a market isn’t right for you. It’s worth going through a normal market investigation process before you make any decisions, considering the demand for the product you sell, the competition and their price points, and whether you will be able to compete in terms of service as well as in pure product turns.\r\n\r\nIt’s also worth evaluating whether your business will be able to cope with the extra stress on it - it’s long been said that businesses die by trying to swallow too much, not too little. You should consider the preparedness of:\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Your customer service team; not just in terms of new contacts in different languages but the increase in volume and potentially at times outside your normal operating hours.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Your fulfilment and return paths; these take a little time to set up but need to work from the start. A customer in a new market is the same as one that’s been with you for years - experience matters.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Your product supply chains; if you are going to be selling an increased amount of stock, you need to be able to meet that demand.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Your finance team; tax regulations and currency exchange introduce a lot of new complexity into a business and while it might not have too much impact at a small scale, it’s important to have a plan in case of success as well as failure.\r\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s worth working through the data and weighing up international expansion versus your other options. As many businesses have shown, it’s very possible to succeed, but you do need everyone to be working in the same direction to achieve it.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do I internationalise my e-commerce activities?\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Going forward, we’ll assume that you have made a decision to internationalise and that the various business departments are working on their own solutions.\r\n\r\nThe first steps are the simple ones - making sure you can take money and information from your new customers and communicate expectations of delivery. If you are not choosing to take payment in new currencies at this point, this is primarily focused on the checkout funnel, ensuring that your form fields can take addresses and zip codes in different formats without triggering an error. You may also need to update how you calculate and display sales tax. Shipping costs are a bit of a balance that you may need to test - you want to avoid being uncompetitive with the established market, but additionally you do not want to undercut your profitability with every sale. Here you are trying to balance revenue and costs in order to maximise margin.\r\n\r\nIf you are using a platform such as ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/shopify-plus-consultancy/"},"content":[{"data":{},"marks":[],"value":"Shopify Plus","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" or ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/magento-consultancy/"},"content":[{"data":{},"marks":[],"value":"Magento","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" you may well find that you are able to do this fairly easily by configuration rather than requiring much in the way of development. Both platforms support multi-currency - which is easy to setup - and setting up local stores is also relatively straightforward (quicker with Shopify Plus, but more feature-rich with Magento).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\rFrom there, as you look to localise, it’s a case of working your way through the website. The most obvious step is adding local currencies and translations. If you are bringing on board resource to localise your marketing execution (see below) then you can task them to do these two things in parallel. With product pages, it makes sense to work through them in order of expected sales importance. If you have a catalogue that refreshes regularly, you can simply translate new products as they come online and let old products drop off when they go out of stock. Most businesses are a mix, so combining the two approaches is generally best.\r\n\r\nAt this point, you can start to localise more of the website features, such as personalisation, recommended products and merchandising. Product pages can be a bit trickier when it comes to local sizing conventions - Europe, UK and US all use different sizing metrics for clothing, shoes, volume, weight and a number of other things. Your PIM (Product Information Management) tool may or may not be able to handle this, but only if you are able to get the right data to input. If you are selling your own products this can be more straightforward, but your mileage may vary with third party suppliers. It is worth doing, however, and is a key part of preventing international returns from eating into your profit margin.\r\n\r\nThis is a large undertaking and can occupy a business for a number of years - it’s frequently worthwhile bringing in resource to manage the process so it doesn’t impact on day to day trading in your core markets.\r","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"How do I internationalise my marketing?\r","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As well as bringing your sales channel to a new territory, you need a way of attracting new customers. The ubiquity of Google Shopping has made this much easier; a translated feed can be generated off the back of your products as you localise them, and Google helps with currency conversion. If you are selling through eBay or Amazon Marketplace then you have a similar head start.\r\n\r\nHowever, you will need more than just the lower funnel media channels in order to create sustainable growth; sooner or later you will want to commit spend to awareness and consideration generation activities, potentially using digital channels such as Facebook, Instagram, YouTube or display networks. At this point, you have a decision to make on how you want your brand to be seen. Coke and Nike are Coke and Nike all around the world - they use simple, broad advertising that is easily recognisable wherever you go. You may well not have the budget to do this, so you may choose to go for an approach that is a simple translation of your current activities or potentially one that takes your brand and gives it local focus. \r\n\r\nIn all of these cases, if you have a Marketing or Bid Management Platform in place, you will be much better positioned to compare performance cross territory, to quickly increase budgets in desired categories and to automatically generate new campaigns. This again is a good time to bring in external resource in order to accelerate one-off marketing tasks like account set up and structure, initial bid levels and reporting decks.\r\n\r\nHowever you decide to go about it, it is worth taking time to consider a bespoke marketing strategy for each territory. What you are trying to achieve in a new territory is likely going to be very different to your goals in your core markets and so the tools and resources you use to achieve them will be correspondingly different. This will result in a localised marketing calendar that corresponds to the relevant marketing goals and local trading opportunities that may not exist in your core market; for example, Golden Week in Japan.\r\n\r\n\rWhere many businesses run into trouble with internationalisation is falling into it. Overall, it’s a fairly complex process, touching on all aspects of a business, but with proper co-ordination and planning you can make a great success of it and add business changing revenue streams.\r","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"backgroundImage":{"name":"Landing Page BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2KAsdP2zw0fA1H26GgH6nt/1b17d3056efc78afdfb679877a225729/lpbg.jpg"},"publishedOn":"2020-05-19T12:19:27.578Z","mainImage":{"name":"eCommerce 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V 2020 Logo","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6s4xFi28KVaEJy9klXGCLM/bb1f8bb11d05c80bc665cb04606be83c/icon_vervaunt_2020_white_green.svg","details":{"size":1899,"image":{"width":229,"height":311}},"fileName":"icon_vervaunt_2020_white_green.svg","contentType":"image/svg+xml"}}},"twitterLink":"https://twitter.com/vervaunt","instagramLink":"https://instagram.com/vervaunt","linkedinLink":"https://www.linkedin.com/company/crimson-fox","copyrightText":"© 2021 Vervaunt. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Magento Segmentation - 5 straightforward uses","slug":"magento-segmentation-5-straightforward-uses","description":"This post outlines five suggested use cases for customer segmentation within Magento. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Segmentation in Magento is a Commerce only tool that is powerful but rarely used by eCommerce managers using the platform.  Whilst segmentation can provide useful functionality to Magento admins, it is also slightly clunky/time-consuming to set up and this puts off a lot of eCommerce managers.  Instead, 3rd party modules are often used with a slicker, easier to use interface.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are a few simple uses for segmentation that can have a positive effect on website performance but do not take a great deal of time to set up or maintain.  Here are our top 5 to start off with.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Cart Page - Free delivery banner","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Many eCommerce retailers will have a free delivery threshold - e.g. spend £x and get free delivery.  Pushing up the average order value can easily be achieved by persuading consumers to add a little extra to their basket in order to qualify for free delivery.  Using segmentation, it is possible to create free delivery content that shows when a user is under the threshold and doesn’t show at all when it is reached.  The benefit of this is that only relevant content is shown and the effects of the banner can be measured to see whether this has helped push the average order value up.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customer Segment Attribute Required:  Cart","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Retargeting users with special offers","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customers who are interested in buying a product will often view it several times before making the decision to purchase or not.  Without any segmentation we would rely on that customer to either bookmark the product URL or return to the website to find the product via search or navigation.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Let’s say you have a special offer on a particular product but it is not significant enough to utilise valuable content space for all users on the homepage.  Instead, we can use segmentation to create a rule that says if a customer has viewed the product over a period of time, show content to them which informs them of the special offer.  This is an easy way of rekindling interest in products for potential customers, or at the very least, making it much easier to find the product for which they have previously shown intent.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customer Segment Attribute Required:  Products","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Making the most of wishlists","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Wishlists are another under-utilised piece of functionality provided by Magento, but many retailers still add these links to category/product pages so users can create a list of desired products.  It is worth looking to see if your customers are using the wishlist functionality - you may be surprised!  If there is a significant number of lists being created by users, these can be targeted through segmentation.  Creating a simple rule that matches products with customers' wishlists enables eCommerce managers to create content on the site to entice those customers to go a step further and make the purchase.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customer Segment Attribute Required:  Products","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Targeting Customer Groups","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As a retailer, you might have new products coming out that you only want your top customers to see initially.  This is generally achieved through email marketing bespoke lists and perhaps the use of private sale functionality within Magento, but segmentation can also be used here to enable custom content to be shown to specific groups.  Magento admins can create the content and match it to a segment rule that only shows when a user from a specific group is logged in.  It is worth noting that on a standard Magento website, most users will not bother logging in until they get to the cart/checkout. In this case, it is worth considering adding in the segmentation content to these areas to maximise effectiveness.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customer Segment Attribute Required:  Customer Information","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Products in shopping carts","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Many users who are interested in a product but are not yet at the purchase stage will still add the product to their cart to basically get as far down the purchase line without needing to add in any personal information.  eCommerce marketers often try to retarget these types of users through communication mediums such as email, but in this case the potential customer has not provided their email address so cannot be contacted. Segmentation can be used to create a rule that can look for specified products in users' basket and then show curated content to that user when they browse the site, with the goal of eventually turning that user into a customer.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customer Segment Attribute Required:  Products","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\nThese are just five uses of segmentation - there are many more that can be implemented site-wide, with varying degrees of complexity and effort required.  The time required of Magento admins to manage these can add up quickly and there is often front-end development required to ensure the segmentation content shows correctly across the site. However, creating a few straightforward rules and content can give you a good introduction to segmentation functionality and measuring its effectiveness can provide eCommerce managers with a view on whether more effort should be put into segmentation to grow the website.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"backgroundImage":{"name":"Landing Page BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2KAsdP2zw0fA1H26GgH6nt/1b17d3056efc78afdfb679877a225729/lpbg.jpg"},"publishedOn":"2020-05-19T12:19:02.747Z","mainImage":{"name":"Magento 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Benchmarking And The On Site Customer Journey","slug":"benchmarking-and-the-on-site-customer-journey","description":"This guide is designed to help with one of the key tools in creating and running an ecommerce function - the customer journey and setting benchmarks against it.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"In this piece, we’re going to look at one of the key tools in creating and running an eCommerce function - the customer journey and setting benchmarks against it. Every website has its own intricacies, issues, successes and failures and without a systematic way of breaking this down, working on a website can quickly become a recipe for doing a lot of work without being as effective as you might like.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Looking at a website through the lens of the customer journey gives us a structure with which to assess and prioritise work on content, page structure, the user interface (UI), information and product hierarchies and so forth. In short, it allows you to understand what’s going on at any point on your website without having to know the detail of ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"everything","nodeType":"text"},{"data":{},"marks":[],"value":" that happens on your website, and thus effectively make the changes that will have most impact on your KPIs.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What is the on site customer journey?","nodeType":"text"}],"nodeType":"heading-4"},{"data":{},"content":[{"data":{},"marks":[],"value":"The onsite customer journey simplifies the flow of customers through your website. A typical e-commerce on site customer journey might look something like;","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1IPBYpBTWspa2KI7fc8a3e","type":"Asset","createdAt":"2020-05-12T07:33:56.792Z","updatedAt":"2020-05-12T07:33:56.792Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"What is the on site customer journey?","description":"Image","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1IPBYpBTWspa2KI7fc8a3e/27608d9c765ae3d2f0c5f702426fd5d6/customer_journey.PNG","details":{"size":18786,"image":{"width":1023,"height":269}},"fileName":"customer journey.PNG","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Remember, the goal here is to create a simple, measurable view of what customers do on your website, something that represents an aggregate view. In reality, it’s likely that customers will visit multiple product pages, looping back and forth, saving products in their basket and doing any number of unusual things that you can’t predict. The import thing is - you don’t need to predict all of them, you just need to be able to identify the key actions you need people to take in order to check out, sign up, download or whatever your desired outcome is.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The journey for your website may be similar or it may be very different - it’s worth taking some time to consider, which may involve talking to and watching customers as they attempt to navigate your site.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Additionally, you may want to break the check out process down into multiple steps to track the various points of inputting address, shipping and payment details. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"What this then allows you to do is start to measure the flow of customers from one step to another. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In order to prioritise, you need to measure. And in order to measure, you need to understand the metric for each step. In prioritising steps along the journey, it’s helpful to look at it like a leaky bucket - at every point customers may leave or escape, and so you are trying to find out which hole in the bucket is leaking most water.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The metrics, then, are one of two things - either how many people move on to the next step (which you are seeking to maximise) or how many people exit from that step (which you are seeking to minimise). You will find it helpful to be consistent in your approach to this, so you (and people you are explaining this to) always know whether higher numbers are good or bad.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So, looking at the diagram above, this is the same journey with the addition of metrics:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"69pyo0QAGFIJAboiDhOZjF","type":"Asset","createdAt":"2020-05-12T07:40:06.990Z","updatedAt":"2020-05-12T07:40:06.990Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Homepage & Nav Banner image","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/69pyo0QAGFIJAboiDhOZjF/cbdd6ad3eefa1fb72145292a49094379/customer_journey_with_metrics.PNG","details":{"size":31337,"image":{"width":1027,"height":433}},"fileName":"customer journey with metrics.PNG","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"In each case, the metric is calculated by Number of Successes / Number of Opportunities, so for example, the add to cart rate for a product page would be Number of times the product is added to cart / Number of product page views (you may prefer the denominator to be unique visits, or unique visitors - the important thing is to be consistent with your measurement all the way through).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you prefer to look at it in terms of site leakage, you’d simply take the inverse of these metrics e.g. you would look at cart abandonment rate instead of cart to checkout rate.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The good news is that most website measurement tools will allow you to track and measure these. It’s likely that you use or have used Google Analytics - setting up enhanced e-commerce gives you a good visualisation of a lot of these metrics. I do recommend that you have a look at your event tracking so you can identify the different banner and navigational clicks around your website. It takes a bit of work to set up but once it's up and running it’s pretty straightforward and very beneficial.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One last point on these metrics before we move on to benchmarking - make sure you can measure and track these at least by desktop vs mobile and preferably by existing vs potential customer as well. When you are looking at your weekly reporting on these metrics, you will want to be able to explain the various shifts in performance. One of the most common non website drivers of this is changes in the mix in customer type or device usage, which can alter your metrics without being an actual change in customer behaviour or website performance.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Why do I need to set customer journey benchmarks?","nodeType":"text"}],"nodeType":"heading-4"},{"data":{},"content":[{"data":{},"marks":[],"value":"So why does the title of this include benchmarks and not just measuring the customer journey? It seems obvious to look at the customer journey and say, let’s focus on the point with the highest drop out rate. However, the highest drop out rate doesn’t always represent the biggest opportunity. Consider an extreme example - could there ever be a website with a 0% exit rate? It’s impossible to conceive of one that has a 100% visit to conversion rate. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Thinking about it like this, benchmarking each step gives us the chance to see where your website is under or over performing a typical website in your industry.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"To use an example, if you have a product description page (PDP) add to cart rate (ATC) of 15% and a checkout completion rate of 45%, it might be tempting to look at that and conclude that you should focus your attention on the product page. However, following some research you discover that an ATC rate of 10% is typical in your industry, whereas the checkout completion rate is closer to 60%. In this context, the product pages are actually outperforming what you might expect and the checkout is under performing. Having this knowledge allows you to invest time and effort into the point of the journey that will give you the best chance of a good return on investment.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The other thing that setting benchmarks does is allow you to give a value to your website development road map. If you set a benchmark or target for each step in the customer journey, you can assign a value to improving each metric to those levels. It’s much easier to get buy in, investment and resource when you can put a monetary value on what you could achieve if you hit your marks.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"How do I set benchmarks?","nodeType":"text"}],"nodeType":"heading-4"},{"data":{},"content":[{"data":{},"marks":[],"value":"The most important thing about setting benchmarks is to actually set them. Whatever you end up using will inevitably be a judgement call based on your experience, expertise and research. The worst thing that can happen is that you fall into indecision in a search for perfection.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Let’s examine this a bit more closely. If you are in the position of having the responsibility of making this type of decision, it’s likely you have some experience in the field. This is really important - don’t ignore your intuition if things don’t seem right. Secondly, rely on your network. Your fellow e-commerce professionals are a gold mine when it comes to finding the right bench marks and sense checking your decisions. This includes any agencies and tool providers you are working with - they see a lot of different sites and its likely that they will be able to provide some useful insight.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Finally, Google is your friend on this. Most major platforms have aggregate statistics, which are especially useful as they will provide versions of checkout performance that match your checkout structure. A few things to look out for - customers in different countries exhibit different behaviours, and metrics vary a ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":"lot","nodeType":"text"},{"data":{},"marks":[],"value":" from industry to industry, reflecting different price points and consideration lengths.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you are conscious of all this, however, you should be able to synthesise this data into something that makes sense. As I mentioned earlier, it’s definitely worth doing this for mobile and desktop.  Customer behaviour - and intention - varies a lot by device.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Translating benchmarks into action","nodeType":"text"}],"nodeType":"heading-4"},{"data":{},"content":[{"data":{},"marks":[],"value":"So you have your customer journey, your metrics and your benchmarks all set out. What comes next? This is the springboard for building web development, testing and content road maps. Looking at performance vs benchmarks gives you an idea of where you should be prioritising your investigations. This acts as a map for where to concentrate your search - it doesn’t tell you what is wrong or how it might be fixed. We’ll look at that in further articles on building an e-commerce road map.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"backgroundImage":{"name":"Opt dark","url":"//images.ctfassets.net/rsv5jnhanwkh/4X4hmKUTL0ijrxa1EYwQu3/1874d1f7802f9a771f88de7085c80856/Opt_dark.jpg"},"publishedOn":"2020-05-12T07:42:49.309Z","mainImage":{"name":"Benchmarking and the On Site Customer 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This document aims to bring everything that you need for a campaign together, and allows the various parties - creative, media, operations, customer service - to prepare and propose executions for you all to align.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What’s a marketing brief and why should I write one?","nodeType":"text"}],"nodeType":"heading-4"},{"data":{},"content":[{"data":{},"marks":[],"value":"As a marketing manager, one of the key responsibilities you have in running marketing campaigns is to make sure that everyone is on the same page. Campaigns that have greater levels of coherence across channels and creative execution perform better and are ultimately more profitable. Additionally, being able to track your goals and outcomes over time allows you to optimise and improve the work of all of your team and external resources.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A great tool for managing this is the marketing brief. This is a document that brings everything that you need for a campaign together and allows the various parties - creative, media, operations, customer service - to prepare and propose executions for you to align. A brief is very simple - it sets out the goals, KPIs, budget and scope of a project or campaign, as well as any relevant supporting data. It does not include guidance or suggestions on what the execution should be - the teams or people tasked with this will be able to deliver better solutions than the person tasked with overseeing it.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s also the document that should make up the basis of your campaign review and wrap up. By having clearly stated goals and KPIs you are easily able to assess success or failure. Too much time is taken up in wrap ups discussing whether or not a project has been a success - having the terms clearly set out beforehand eliminates this and allows you to focus on which particular elements caused performance, good or bad.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"Similar to setting up a request for proposal document,","nodeType":"text"},{"data":{},"marks":[],"value":" writing a good, concise brief is a really important skill for a marketing manager that will make your life easier and help you a lot. It may feel like an hour in which you can get on with doing more practical things, but as you get into the habit it’s a tool that you will use for all sorts of things, be it marketing campaigns, ecommerce prioritisation, A/B testing, even hiring.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What goes into a marketing brief?","nodeType":"text"}],"nodeType":"heading-4"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Campaign name","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Something memorable and descriptive so you know what you’re referring to","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Campaign Purpose","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A description of what the goals of the campaign are. These should be as specific as possible and kept to a minimum - campaigns that have multiple competing goals can become unfocussed and end up achieving none of them. Any goals you have should be aligned with the overall marketing goals of the company. Examples of goals might be:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Grow brand awareness in a given audience","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Acquire new customers","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Increase the number of brand searches","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Increase profit margin","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Launch a product or product range","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Reactivate lapsed customers","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Increase website visits","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Increase app downloads","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"And many more. What’s important is that there’s a shared understanding of what you are trying to achieve and that all available resources go into achieving it.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Campaign KPIs","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is a more prescriptive view of the campaign purpose. It describes what is being measured, how it’s being measured over what timescale. That timescale may differ from the timescale of the campaign; brand response campaigns, for example, may well continue to pay back over the course of many months after investment has ended.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You will find this par useful for a few reasons - firstly, and most importantly it gives everyone an expectation of the scale of the campaign. This is key for setting out media budgets and even more so for getting them signed off. No-one is going to agree to a campaign that you don’t feel will have a good chance of paying off,so this is a good sense check for yourself as to what you think is achievable before you put wheels in motion.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s also a good way of tracking the performance of yourself and the various responsibilities that you might have. Any marketer that has asked for a promotion or a pay rise knows how difficult it can sometimes to be separate out your performance from the direction of the business, so this is a great set of documents to have up your sleeve.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Time Period of Campaign","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This states the time over which you intend to run the campaign. You may, of course, decide to extend or curtail your campaign depending on performance. This again gives an idea of the scale of your campaign (and also an idea of how much it is going to cost)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Audience and audience insights","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You will have already named the audience in the campaign purpose and KPI part of the brief. This is where you provide some more detail and insight into the demographics and habits of your targeted audience(s). You may also be able to provide some context around their behaviour during the time period of the campaign; for example, during the Black Friday period even less price sensitive audiences are more likely to be shopping for offers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You may want to supply your audience definitions, data and and insights in a separate document to any third parties who are not familiar with it. This is such a key part of marketing that it may be worth spending time discussing it with them in follow on calls as well - if you not have a shared understanding of who your audience is, it can be really hard to get effective targeting, messaging and creative treatments.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This information will be used to form creative and messaging proposals, as well as how media is going to be targeted. In practice, you may well have some responsibility yourself for doing this, but it’s worth separating out the different parts of what you are doing so you don’t have to hold it in your head. Your media agency or team will also use the audience data to identify the Facebook, Google, TV audiences that correspond as well as the most effective distribution of spend.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Messaging","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s likely that you already have brand messaging you wish to use and this is where you can ensure that all channels and executions are using it consistently. However, if this is part of a major brand relaunch, you may chose to leave this as one of the sections that you are looking for a proposal on, in which case, you probably don’t want yet to be sending this document out to your media and creative teams - think of it as a process rather than a set of instructions carved into stone.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Campaign Execution description","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is the part that you want to be completed by your creative resources. While their full execution may run to many pages of powerpoint, I find it’s useful to ask them to describe the execution in a paragraph so you can capture their thinking for future reference and review.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"},{"type":"bold"}],"value":"Media Execution description","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Similar to the above, this is a top level description supplied by your media resource setting out what they propose to spend, how and when. Again, it’s likely that they will have a fuller supporting document for this.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Collateral required","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Your various resources set out what collateral is required for the campaign, such as images, video, product etc. It’s likely that the creative resource proposing the execution will also be the one fulfilling it, but it’s worth including here so that everyone is aligned","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Proposed project costs","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is where you add up how much you’re going to need to spend! Depending on the nature of your resource, you may or may not want to include agency costs. As a rule of thumb, if I’m using as agency as a one off I’ll include it but if I have the agency cost as part of my annual budget then I leave it out.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Sign offs required","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is key! List out everyone at the business end who needs to see and agree to creative, media and costs before the campaign goes ahead. Having done all this work, you do not want your campaign scuppered by the Finance Director being unaware of additional spend occurring during the period.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So there we have it. I normally create the document in two parts - one setting out all the sections that I need to communicate, and then when I have the proposal meeting(s) with your creative and media teams I summarise and complete their sections. It may take a couple of goes around to get it right if you are not satisfied with their proposals, but remember that ultimately the eventual outcomes are your responsibility so don’t be afraid to push back if you don’t feel that what you are seeing will be effective.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n\n\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"Landing Page BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2KAsdP2zw0fA1H26GgH6nt/1b17d3056efc78afdfb679877a225729/lpbg.jpg"},"publishedOn":"2020-05-11T16:58:04.037Z","mainImage":{"name":"How to write a marketing brief","url":"//images.ctfassets.net/rsv5jnhanwkh/4zlADvqxLAihSUjCU7vHAu/5a33256c3ccef484c586a3cb1ed922dd/marketingbrief.jpg"},"author":{"name":"Josh Duggan","image":{"name":"Josh Duggan","url":"//images.ctfassets.net/rsv5jnhanwkh/6EurG9r0gPMia50Y8A2mty/f2241a6bc1a5f7877de640f28edf9618/Josh_Duggan.png"},"bio":"Working in paid media for over 8 years. Specialises in Google Shopping and paid social. Spoken at various eCommerce events around the world about paid media and Google Shopping."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920638312","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920638312","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920638312","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920638312","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920638312","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Guide to Writing a Paid Media RFP","slug":"paid-media-rfp","description":"This guide is designed to help with writing a paid media RfP and was written in collaboration with one of our clients, Damian Koblintz. Damian is an experienced Head of eCommerce / Head of Digital and has run and participated in several RfPs.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Introduction","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The choice of ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/ecommerce-paid-media/"},"content":[{"data":{},"marks":[],"value":"paid media agency","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" with which to partner on a project is a key one for any business. As with any type of hire, you are committing funds based on evidence that they’ve offered, be it as a presentation, referrals or past work. Typically, you will sign a contract that covers a period of time, be it for the length of a given project or for ongoing work. During the selection process, most agencies put forward dedicated sales people who are skilled at creating relationships and ultimately making prospective clients feel good about signing on the dotted line. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"It’s at this point that actual work starts to happen and things can start to break down - expectations around deliverables, time, expertise and so forth can be different on both sides, or there may simply be a mismatch between skills required and that supplied. This is bad for both sides of the equation - no agency wants to fail to meet client needs, and no client want to invest money and time into not getting what they want.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Having run many selection processes client side over the years, the first thing that you have to accept is that the burden of responsibility is on you to get it right in the first place. Ultimately, no-one is forcing you to sign a contract, and if that contract turns out not to be what you wanted, or the agency not the right resource to deliver the project, then it comes down to you having chosen poorly. Your responsibility is good management of your resources, whether that’s spent on media, outsourcing, content or whatever.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"So, how do you ensure you have the best chance if getting what you want? There’s one thing that has worked for me over the years, and that’s creating an airtight Request For Proposal (RFP) document. Simply put, this sets out all the information that an agency needs so they can demonstrate their ability to meet all aspects of what you need. Calling around a few places and asking them to ‘pitch for PPC’, for example, is asking to get burned.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What is an RFP?","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"A Request for Proposal document is one that sets out all of the key aspects of a proposal - what you want the project to achieve, your timescales in selecting a partner and for the duration of the work, what you want to see in the proposal and a number of others. This is set out in more detail below. Ultimately, it’s a document you can send to any third party resource that you wish to consider.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"There’s another, less obvious benefit. Documenting your requirements forcing conversations to happen within your business about why you are doing something and what you expect to achieve. This takes things from an acknowledgement of resource needs to a description of benefits, costs and payback time. Having this input at this point in the process will clarify your thinking and bring vital business components - senior management, finance, IT - into the process. They may well have considerations that you had not thought of. If you are a marketing manager or head of department, your job can frequently entail justifying spend to your CMO, CEO and / CFO, so properly documenting and justifying need and return at an early stage can be hugely advantageous when it comes to getting a finalised contract over the line.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Should I create an RFP?","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"With very few exceptions, this is good practice. A big part of your job as a client side marketing manager is finding the best resources for your company, and it’s hard to do that without considering different supplier options. Given the volume of agencies today, this can be a daunting task - indeed, it would be impossible to consider every single one. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Creating a Request For Proposal as part of your selection process allows you to streamline this process and gives agencies a good idea as to whether they will be a good fit for you - you may find that certain agencies will remove themselves from the process if they don’t feel they have the capacity to fulfill your needs (this shouldn’t be seen as a bad thing - agencies will frequently specialise you would do well to keep those that remove themselves in this way in consideration for later projects. An agency that wants to deliver the best outcomes to its clients is the best type of agency).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"An RFP allows you to assess all candidates on an equal footing, and as such, this will lead to better selections and better results over the long term.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"How do you create an RFP?","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Before you even get to an RFP, I find it helpful to write down the justification for the project. This will help combat scope creep later on and ensures you don’t overpay or pay for services that you did not originally require. It also helps to have the project goals written down in front of you - you’ll need to share this later with agencies pitching to work with you. This can vary with the level of expertise you have in house - you may be looking for resource to extend existing work or add capacity to a team, in which case you can be very detailed about what you want to achieve (and how to go about it). ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"On the other hand, if you are using agency resource to add skills that you don’t already have in house, you may end up with a two step process, the first part of which being an audit to scope out work to be done. This is quite common for things like website development or large scale marketing campaigns. For these less frequent expenses, it does make sense for smaller companies to not pay to have this resource around full time. Some in house marketing professionals baulk at the idea of paying for an an depth audit / project scoping, but in my experience if you chose right they never fail to add value. It’s also a decent way of splitting a potentially commitment in two - if you really don’t believe in the project being scoped out then you can part ways and move on without a longer commitment.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"At this point it can also help to get input from experts in the field about what is possible / necessary / desirable. The goal in writing an RFP is that in the end you get what you want, so it’s worth taking some time to make sure that what you want is the right thing for the business.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The final thing that you need to do is set out what your selection criteria are going to be - examples of this might be the ability of agency to supply services, client referrals, price / payment terms, size of team, willingness to commit to work in your office, and so on. These should be demonstrable and you will need the prospective agencies to answer these points specifically - there’s no point in sitting through a long presentation if you then ask them to go away and come back with more information. That typically comes from poor briefing and is to be avoided.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"At this point, you can prepare an RFP. Some suggested fields are set out below: ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What should be on an RFP?","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Project Name and Contact Person","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You may well have multiple RFPs / briefs live at any given point, so make sure you name them clearly so you and your agencies don’t get confused. It’s also really important to give them one point of contact.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Company Background/Introduction","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This provides a brief overview of who you are and can include things like URLs, links etc. Where appropriate you may want to refer to attached documents (eg if you were including positioning / segmentation data). You want the agency to spend their time working on meeting the brief, not researching a potential client, so the more relevant information you can supply at this point then better results you are likely to get","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Project Goals / Scope of Services","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is where you clearly set out what you want to be achieved and what services you want to procure to do it. It is also an opportunity to explain what resources you will be dedicating to the project in terms of project management, media budget, access to creative and so forth. This will give agencies an idea of what they are working with, so they can put together an appropriate sized resource package.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Project goals should be clear within the text so they can be directly addressed by prospective agencies. Examples include;","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Optimise and manage existing media channels (as set out)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Scope and create blog (this is quite broad and asks agencies to supply expertise)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Create new ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/ecommerce-paid-media/"},"content":[{"data":{},"marks":[],"value":"PPC","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/google-shopping/"},"content":[{"data":{},"marks":[],"value":"Shopping","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" structures in line with website categorisation (this is more specific and uses agency resource to fulfil a specific task in line with in house standards)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have an order of importance of these then this is worth mentioning as well","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You should also set out project KPIs, as specifically as possible. You want these KPIs to make it into the final contract, so it’s worth taking time to get them right. Keep the amount of KPIs to 3-5. Any more than this creates difficulties when you are trying to work out if something is ultimately successful or not, so it’s worth only including the ones that really matter and not including secondary metrics. For example, a PPC agency might increase your ad click through rate, but this only matters if it turns into greater profitability. KPIs should be measurable and have a time frame over which they are assessed.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Example KPIs;","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Customers Acquired","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Return on investment for a given spend","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Conversion Rate","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Check out completion rate","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Cost per channel acquisition","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Selection Schedule","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This specifies when each part of the selection process will occur - this will typically include a call to answer any initial questions, then a presentation, then calls with agency clients, then an agency selection and finally contract negotiation and agreement. This gives all parties a level playing field and ensures that you’re not delaying a decision because different prospective agencies are working to different timetables.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Project Timeline","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Do you anticipate an ongoing relationship or will it be a one off delivery of services? This is your chance to specify any particular important dates that you need work complete by, eg, launch of a new website or marketing campaign.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Elements of Proposal","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"This is absolutely key - this is where you set out what you want an agency to demonstrate and how you want them to do it. This is very commonly done with a presentation and pitch, but you may need them to do it in your offices, or theirs, or through the internet. Being clear at this stage saves everyone time and makes it more likely that you’ll be able to make an informed and like to like comparison of the competing agencies.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Examples of what you may ask for:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"To meet the people working on your account (rather than just sales people)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"A review of account / website performance (in which case you will need to give them access, sign an NDA etc)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"A description of the agencies strengths / distinguishing skills and capabilities","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Examples or case studies of similar work","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"How they might address specific challenges you have, such as a multi lingual / multi currency / multi site catalogue","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Proposed cost schedule","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Customer references","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Other relevant factors","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Set out any other relevant factors that may impact work done / ability to meet KPIs. For example, you may also be looking to;","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Relaunch the brand","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Redesign the website","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Bring on / cut products","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"I don’t typically share with agencies what I’m looking for as an agency budget, though others may. Either way, you already should have a idea of your budget and how much it is likely to cost to have the work completed.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Having sent out your RFPs, I will typically have a quick follow up call with each agency so they are as prepared as they can be. Your goal is to find the agency that can create the best outcome, not who is best at pulling together a pitch on limited information / short notice and working to this process helps to ensure that that is the case.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"Landing Page BG","url":"//images.ctfassets.net/rsv5jnhanwkh/2KAsdP2zw0fA1H26GgH6nt/1b17d3056efc78afdfb679877a225729/lpbg.jpg"},"publishedOn":"2020-04-29T16:48:21.195Z","mainImage":{"name":"Paid Media RFP image ","url":"//images.ctfassets.net/rsv5jnhanwkh/2PKJq0XsgFxln7iEPGyTkg/f1b39ab9bccd0fb65fd4f1012f3ed042/rfp.jpg"},"author":{"name":"Bethan Rainford","image":{"name":"Bethan Rainford 2021","url":"//images.ctfassets.net/rsv5jnhanwkh/2BsygLTuzQy0BHKEm0WC3O/90f90c4ec3fb8783deca4c241793607c/1-04_Bethan_Rainford-min.png"},"bio":"Bethan Rainford runs the day-to-day operations of the paid media team and heads up the paid media offering. Bethan has spoken at a host of ecommerce events and has been working in paid media since 2015, previously managing accounts for the likes of BMW, Nintendo and MUJI. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"An overview on the impact of COVID-19 on eCommerce Paid Media","slug":"covid-19-ecommerce-paid-media","description":"This guide provides an overview on the trends we've seen from managing our clients' paid media campaigns, around search demand and the impact on overall performance.","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Introduction","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Retailers around the world will be experiencing varying challenges from COVID-19, whether that be across physical store closures, production, fulfilment etc. In addition to the broader business challenges, there has also been a substantial shift in online purchase behaviour as consumers adapt to changes to their daily routines.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We’ve seen a number of retailers shutting down online stores altogether, the likes of Net-a-Porter and Next, for example, all initially removed the ability to shop online. Despite these choices, however, demand is very much still there and in some sectors, we are seeing volumes greater than seasonal peaks such as Black Friday, and the way in which brands respond to the current climate may very well impact how they recover.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"IMRG data suggests sectors such as health and beauty and home and garden are in particular projected to see large yearly growth, however, the likes of clothing and footwear are looking to have the most detrimental impact. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Paid Search Data","nodeType":"text"},{"data":{},"marks":[],"value":" ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"The data below consolidates primarily mid-market retailers across ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/ecommerce-paid-media"},"content":[{"data":{},"marks":[],"value":"Google Search","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/google-shopping/"},"content":[{"data":{},"marks":[],"value":"Shopping","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" who we work with. Overall search volume itself has remained pretty consistent since COVID-19 started to evolve, with growth seen in the build-up to lockdown being announced and people generally stockpiling. When we view the UK, EU and USA in isolation there was a clear trend of search volume increasing up to 16th March, which gradually began to decline, with the exception of last week that saw a relatively sharp increase in all territories. This will vary massively depending on the retailer and industry though and these insights are simply for broader analysis and monitoring consumer online behaviour. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In addition to retailers pulling activity altogether, it looks like there has been the border decision to reduce media spend in general, we have seen this from our side with a large number of accounts benefiting from lower CPCs and generally less competition. In regards to budget, we would recommend this on a case by case basis. Overall ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/ecommerce-consulting"},"content":[{"data":{},"marks":[],"value":"eCommerce","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" is still performing well and there is a good opportunity for brands to be pushing interesting content (please see opportunities below). ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In-line with improved CPCs and less competition we’ve seen a natural increase in CTR as well, which will be contributing to the improved number of sales below;","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5jwhJqBiqTynsuHxK0Grhv","type":"Asset","createdAt":"2020-04-20T17:31:50.882Z","updatedAt":"2020-04-20T17:31:50.882Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Trend Data - Covid-19","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5jwhJqBiqTynsuHxK0Grhv/29803ee937e9bfd9e615ea8cbcd3c884/Trend_Data_-_Covid-19.GIF","details":{"size":12998,"image":{"width":906,"height":495}},"fileName":"Trend Data - Covid-19.GIF","contentType":"image/gif"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"The biggest considerable change is the improvement to conversion rate. As you can see from the below there was a sharp rise from the end of February / beginning of March peaking noticeably in the week commencing 16th March, just prior to lockdown in the UK being announced. This trend was again seen across UK, EU and USA. However, the UK markets have seen an average drop of 31% in conversion since the peak, with EU down to a lesser extent of 13% and the USA markets actually improving slightly. Although numbers have dropped since peak trading weeks, we are still seeing higher than average order numbers. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"5bVqsDvVpvQE6xIj2tzJKF","type":"Asset","createdAt":"2020-04-20T17:31:07.271Z","updatedAt":"2020-04-20T17:31:07.271Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Sales and Conversion Rate - Covid-19","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/5bVqsDvVpvQE6xIj2tzJKF/c56be91cee4fb7406d311e9f278d4391/Sales_and_Conversion_Rate_-_Covid-19.GIF","details":{"size":31484,"image":{"width":859,"height":525}},"fileName":"Sales and Conversion Rate - Covid-19.GIF","contentType":"image/gif"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"What are brands doing and what is the opportunity","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"In general, it is a pretty interesting time within the paid media space. As day-to-day consumers, we can see the massive shift from larger advertisers serving much more content around supporting communities and supporting the NHS. Whether promoting cooking together via video calls (Uncle Ben’s) or giving free data usage to NHS staff (EE), a number of brands are adding value where they can in our battle against COVID-19. ","nodeType":"text"},{"data":{},"marks":[{"type":"bold"}],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Consumers generally now have more time on their hands and there is a clear consumer trend for people purchasing. Our clients ","nodeType":"text"},{"data":{"uri":"https://www.pmtonline.co.uk/"},"content":[{"data":{},"marks":[],"value":"PMT Online","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" and ","nodeType":"text"},{"data":{"uri":"https://www.boroughkitchen.com/"},"content":[{"data":{},"marks":[],"value":"Borough Kitchen","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" sell musical instruments and cooking equipment respectively and both have seen considerable increases in sales. Google trends also show a clear increase in searches for terms including ‘learn to’ for example. It’s also a good opportunity for brands to be publishing buying guides and broader content which they would not normally be promoting. Our client ","nodeType":"text"},{"data":{"uri":"http://thesportsedit.com/"},"content":[{"data":{},"marks":[],"value":"The Sports Edit","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" has really capitalised on the increasing trend of working out from home. They have since published and promoted guides on ‘at home killer core moves’, ‘improve mental health and dealing with isolation anxiety’, ’running for beginners’, ‘how to structure your work from home day’ and much much more. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We also work with a pet food retailer and a key focus in the future for them will be how to engage with the increased number of new customers. With fulfilment issues across a range of industries - it is likely that brand loyalty has on occasion been pushed aside (for example supermarket shoppers, buying where delivery has been most readily available). If you are in this bracket, you want to ensure you have an effective CRM strategy in place. Whether that be promoting loyalty benefits, discounts or general USPs, it's a good opportunity to expand your returning customer base and CLV. For PMT Online, for example, you will want to be serving content relevant to the user’s purchase. A new customer buying a beginners guitar would likely benefit from ‘how to play the guitar’ guides and would likely be interested in supplementary equipment (amps, strings, picks etc). ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"--","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have any questions on the above, please feel free to contact us.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"Opt dark","url":"//images.ctfassets.net/rsv5jnhanwkh/4X4hmKUTL0ijrxa1EYwQu3/1874d1f7802f9a771f88de7085c80856/Opt_dark.jpg"},"publishedOn":"2020-04-20T17:32:13.668Z","mainImage":{"name":"Opt dark","url":"//images.ctfassets.net/rsv5jnhanwkh/4X4hmKUTL0ijrxa1EYwQu3/1874d1f7802f9a771f88de7085c80856/Opt_dark.jpg"},"author":{"name":"Bethan Rainford","image":{"name":"Bethan Rainford 2021","url":"//images.ctfassets.net/rsv5jnhanwkh/2BsygLTuzQy0BHKEm0WC3O/90f90c4ec3fb8783deca4c241793607c/1-04_Bethan_Rainford-min.png"},"bio":"Bethan Rainford runs the day-to-day operations of the paid media team and heads up the paid media offering. Bethan has spoken at a host of ecommerce events and has been working in paid media since 2015, previously managing accounts for the likes of BMW, Nintendo and MUJI. 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"A Guide to Google Shopping for Fashion Brands","slug":"google-shopping-guide-for-fashion-brands","description":"This guide is designed to help fashion brands and retailers understand how Google shopping campaigns should be set up and managed, as well as best practices for on-going optimisation. ","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"The fashion industry continues to both move online and grow in size, with competition  at every level and price point becoming more and more fierce and online acquisition channels becoming more competitive.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The fashion industry also has its challenges when it comes to ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/google-shopping/"},"content":[{"data":{},"marks":[],"value":"Google shopping","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". The landscape is deeply impacted by seasonal trends and fashion trends whilst retailers also need to consider and manage stock, profit margin, competitor activity and much, much more. With this in mind, we decided to pull together an article focused on how fashion brands can use advanced Google Shopping techniques to manage these factors and drive an improved ROI.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"An Introduction to Google Shopping","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Over the last few years, the visibility of Google Shopping listings has increased considerably, with shopping ads now driving 80% of Google Ads non-branded, retail query traffic. In terms of the benefits for merchants, Google Shopping typically delivers lower CPCs and a higher conversion rate than standard text ads and is generally one of the quickest and most efficient ways to promote products online.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google Shopping delivers ads by indexing product data within your shopping feed to match a users search query. It also uses historical and competitor data matching GTINs and MPNs to identify which products are best to serve. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The initial overhead around shopping is often lower (dependent on product data, which we’ll come onto later) than search ads, as you don’t need to build out ads and campaigns for thousands of keywords. For retailers new to paid media, launching Google Shopping is one of the most efficient ways to build out your activity. You can then run search term reports to identify queries which deliver sales and perform well, gradually building out product level text ad campaigns based on these keywords.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The number of products served in the SERP within shopping has steadily increased from 5 to 30, with a range of new ad formats being rolled out which take up more space on the page. In addition to this, an increase in mobile traffic (where shopping ads are more prominent) has also contributed to the massive increase in Google Shopping traffic.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Introduction to Smart Shopping and the Pros and Cons","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Firstly, to create some context, we should cover the difference between Standard Shopping campaigns and Smart Shopping campaigns. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"In May 2018 Google announced its new solution for Google Shopping, this is what we have come to know as Smart Shopping. So, what is Smart shopping? Google takes your product feed, campaign objective, budget and country settings and uses its machines learning to do the rest. Google's algorithm decides where and when to serve your ads, how much to bid, and which audiences to target.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Pros","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Simplified campaign management – by leaving the optimisation to Google, this reduces the resource required to fully manage the campaign yourself, and Google’s machine learning capabilities allow for large amounts of data and optimisations to be processed quickly which a human would struggle to compete with.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Smart shopping combines search with display which allows advertisers to expand their reach, this includes both dynamic remarketing and dynamic prospecting.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Smart Shopping uses machine learning to serve the most relevant combinations of your visual and textual assets to deliver the highest return.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Cons","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Reporting is limited - placement, search query and audience data is not available. Whilst this is likely due to Google making all optimisations, and therefore the campaign manager has no use for the data, the lack of visibility means you have no knowledge of what may and may not be working. These could also be learnings you could have applied to other campaigns","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Search query reporting is also significant as you want to see which products are serving to which queries. You would also want to add in the top performers as exact match keywords","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Attribution becomes more difficult","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"No ability to add negatives i.e. irrelevant or low intent search terms","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"No control over your products. Google recommends advertisers target all available products in one campaign which Google then manages. However this means all products will be treated the same i.e. Google won’t factor into bidding the following; products on sale which an advertiser may want to push more aggressively, products with higher margins, high value products which you want more exposure on, or products with few sizes left in stock which you may want to pull back on etc. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"We often find that Smart Shopping can spend more budget and drive higher CPCs on under-performing products. Go to Reports > Pre-Defined Reports (Dimensions) > Shopping > Item ID. You want to make sure that the top spending SKUs are driving the best return. We often find that higher ROI SKUs and the GA top selling products are not being aggressively pushed by Google. They will often find a number of SKUs which achieve around the ROAS target and then simply allocate the spend here whereas there is much more opportunity to push products driving multiple sales at a strong ROI but only have a low impression share.  ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"All of our more sophisticated strategies (below) are also not possible via smart shopping\t","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"In summary, whilst Smart Shopping could be ideal for smaller businesses with small budgets and less time, for more advanced advertisers we would recommend building standard shopping campaigns and taking advantage of the following techniques.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Campaign Structure Best Practice","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"It all begins with the campaign structure, see an example for a shoe retailer below.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Split your campaigns by brand or product category, followed by subcategories via product data and then ID, this allows for greater control of bids and management. This will also enable an advertiser to apply location, audience and device bids by category and most importantly cross match negatives. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another benefit of splitting by product IDs, is if a product goes out of stock or is almost out of stock, you can either bid lower or exclude altogether.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Campaign (By Brand)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ad group (Product Category)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Subcategories for bid management, and to exclude all other products.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Converse","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Women’s Trainers","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Leather","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":" (broken down by Product ID)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Fabric","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":" (Broken down by product ID)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Exclude all other products which fall under the category Women’s Trainers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":" --","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Women’s Sandals","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Heel","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":" (broken down by Product ID)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"},{"type":"italic"}],"value":"Flat ","nodeType":"text"},{"data":{},"marks":[{"type":"italic"}],"value":"(broken down by Product ID)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":"Exclude all other products which fall under the category Women’s Sandals.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of the other main benefits of a granular structure is cross match negative keywords. In this example, you would add in Converse as a phrase match negative to all other campaigns to ensure only Converse appears to Converse queries. This sounds basic but as you move down to the next category and excluding the ph","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"rase leather from non-leather ad groups, it will massively improve the SKUs you are serving to user queries. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Brand and Generic Shopping Campaigns ","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another level would be taking all your campaigns and separating these by brand (or manufacturer) and generic queries. The campaigns themselves will be a duplicate of one another, however your generics will include the brand terms as phrase match negatives, and your brand campaign will need to hold a list of all generic exact match terms (to be continuously updated either manually or by a script). We have a script which automatically updates the generics negatives into your branded campaign. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You will then set your brand campaign priority as low, and your non brand campaign to medium or high, your brand campaign will also have a higher bid than your generics. The idea is Google will initially prioritise the non-brand (high priority) campaign first, this campaign remember also has the lowest bid,  but if the search term includes the brand term which is of higher value to us, it will then switch to serving ads from the low priority campaign which has the highest bid.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"More than likely - conversion rate and user intent will be much higher when a user searches for the brand and you would want to increase your bids here. You can also reduce spend on generics and bid higher only on past visitors for example. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Technology and Custom Labels","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can use custom labels in your feed to subdivide products based on variables i.e. best sellers, sales items etc. You can then use these labels for monitoring, reporting and bidding.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We use a feed solution which automatically populates top sellers (with higher than average ROIs) with a custom label. We then have a high priority campaign which targets all SKUs with that custom label. Top sellers are then pushed and then if the ROI drops the label is removed and the SKU begins serving in its original campaign. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Similarly, we use our Google analytics API to automatically monitor SKU coverage on top sellers. If top sellers on site are driving only minimal traffic - we will get an alert to review. We can then ensure best sellers on site have good coverage across Google. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We use a number of scripts to automatically monitor and apply negative keywords as well, as we have seen many examples where new SKUs can appear for broad, irrelevant terms. Although we monitor this regularly - we have scripts which flag under-performing terms so we can quickly identify and exclude these. Likewise we have a SKU level script which flags when a product spends over a certain amount and does not convert. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another good use of technology within Google shopping is where we have applied logic based on the stock available. There are hundreds of possibilities to be more sophisticated with APIs and data sources to optimise your shopping e.g. profit margin, weather, competition, site data etc but one example we have seen work effectively is stock. We run sizing analyses for clients looking at both purchase rate by size but also returns rate (to help support sizing information on PDPs). For one retailer we have set up a script which flags when our main small sizes go out of stock and when the larger (under-performing SKUs) begin to increase in spend we get an alert. We also do this for shoe sizes as well and have seen considerable improvements to ROI by reducing spend when top sizes are OOS. Shopping titles do not always fit in the size and it’s important to not waste ad spend if users land on the site and then realise the most common size is out of stock before bouncing. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Audience-Level Bid Modifiers","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Here you can apply first party audience lists based on users you want to treat differently and bid higher or lower based on their likelihood to convert. You can create audiences from your customer lists or analytics audiences and segment by on-site behaviour and purchase history i.e. general site visitors, basket abandoners, recent converters and loyal customers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Geographic, Demographic and Device bid modifiers","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can bid higher or lower by Geo (City level recommended), Demo (Age and Gender) or Device. We would recommend initially targeting all and based on the data you gather optimise accordingly.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Negative Keyword Management","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Across Google shopping campaigns you are reliant on Google showing your products to users based on your product titles and descriptions. By applying negative keywords, you can avoid paying for unwanted clicks i.e. for irrelevant search terms, and can better reach your target audience. For instance, if you are a luxury fashion brand you may not want your ads to show for users when they use phrases such as ‘cheap’, or show ads when users search with the phrase ‘returns’ or ‘head office’. You can apply these negatives at an account, campaign or ad group level.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"italic"}],"value":" ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Feed optimisation","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Where Google uses your feed data to match products to a user’s query, you want to ensure your shopping feed is optimised. There is a huge amount of detail needed for optimising feeds, but at a top level you want to make sure that your product title includes the core terms users are searching before buying. You then want to massively build out descriptions to ensure they include all possible searches which are relevant to your product. Product type is an optional field which also factors into ranking and a tactic here is to add in competitor terms (at a lower layer to not jeopardise account structure). This will help you appear against similar and competitor brands. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Bid Management","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are various bid strategies an advertiser can take advantage of in the Google ads platform i.e. maximise clicks, maximise conversion value, target return on ad spend and ECPC. These strategies are great in driving as many clicks as possible for your brand (Maximise clicks), or setting bids to maximise your conversion value (Maximise Conversion Value) or ROAS (Target ROAS), or even adjusting your manual bids on the likelihood of that click resulting in a conversions (ECPC).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"We would initially recommend managing your campaigns with manual bidding, this will allow you to ensure bids are well optimised, and towards the top selling categories and SKUs as well as considering profit margin. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"sunspel-banner","url":"//images.ctfassets.net/rsv5jnhanwkh/2A7xFh6VZI1vR1tPG3A0GS/0cdb9aea020d053a209a4566ae0c506e/sunspel-banner.jpg"},"publishedOn":"2020-04-14T18:23:55.148Z","mainImage":{"name":"Sunspel 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With this in mind, we decided to put together an article focused on how luxury brands can prove the concept and also target key audience segments in a very considered way.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"3FaJA8v3E6QM8n61h7zRfU","type":"Asset","createdAt":"2020-03-31T07:16:12.545Z","updatedAt":"2020-04-14T18:43:55.789Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":2,"locale":"en-US"},"fields":{"title":"Self Portrait Store","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/3FaJA8v3E6QM8n61h7zRfU/6eae19572eff6b8922fe01db2dc62a30/sp.jpg","details":{"size":252078,"image":{"width":1500,"height":718}},"fileName":"sp.jpg","contentType":"image/jpeg"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"When we think about luxury brands, we think exclusive, niche, not for the masses. A luxury brand’s target audience can be easy to define but hard to reach, they require advertisers to understand their high-net-worth segment, and create customer profiles based on not only this, but also on other consumer demographics. So, in the world of online digital, how can we apply this to our online marketing campaigns? ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Online tools are getting better and better at helping brands connect with the right audience and over the last few years most large publishers and technologies have focused on improving their targeting capabilities Looking at media in general over the last 10 years - it was historically purchased with little audience data. Advertisers would buy media based on the content being served e.g. serving running trainers against running and health content. The marketing world has shifted to an audience led approach with almost all platforms and technologies building out their audience targeting capability. A clear example here is Google, which have shifted massively away from simply keyword targeting to ever increasing audience led targeting options. This ranges from demographic, household income (US), in-market interests, lookalike modelling and more sophisticated CRM strategies with email lists. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Here are just a few ways in which luxury brands can apply these to maximise their marketing efforts.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Audience targeting capabilities within key advertising channels","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Google ads","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Google has made huge strides in providing advertisers more and more access to consumer interests and developing their platform for better targeting. Here are some of our favourites. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Overlay Google’s in-market and affinity audiences ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Within the Google ad’s platform, you can overlay audiences based on a user’s passion, recent purchase intent, life events or detailed demographics. By overlaying audiences across your generic search campaigns, you can bid higher for a user who is a closer match to your customer profile.  For example a user may be searching for ‘leather boots’ but the user we are most interested in is somebody who is looking to buy leather boots, but is also a luxury shopper, a female, and between 25 and 35. We would therefore bid higher for this audience. We can also switch this around and apply a minus bid modifier for a user which is less of a match to our target audience. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another RLSA strategy (remarketing lists for search ads) would be to target only these audiences with your activity. This might mean bidding on the broader term boots, however only serving ads to females aged 25-35 who are luxury shoppers. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Create custom affinity and custom intent audiences (Display and video)","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Outside of Google’s defined audiences, you can combine keywords and URLs (Custom affinity audiences) to create an audience which is more tailored to your brand. For example, an advertiser may position itself in the market as a sustainable fashion brand, therefore may create a list of keywords around ‘sustainable fashion’, ‘sustainable products’, ‘Eco-Friendly Clothing’, ‘Sustainable Fabric’ in addition to urls of websites related to these categories i.e. https://www.sustainablefashionmatterz.com/. Custom intent audiences work in a similar way, however the focus is more on reaching users based on their recent purchase intent, rather than interest alone. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Build out negative lists which can easily be applied at an account level ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"At a very basic level you can build out a negative list at the very start of a campaign to exclude users based on the language they use in their searches. For example, a user searching for boots with the phrase ‘cheap’ ‘deal’ ‘voucher code’ or ‘discount’ are likely to be outside your target demographic. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Overlay your first party audiences","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"First party audiences are the most valuable any advertiser can have, and the most effective at reaching the right audience. Luxury brands can harness their first party data to reach users based on their past purchase and browser behaviour. The most obvious is Google analytics, by creating audiences based on products views, added to cart, purchase, AOV. This can be taken further by overlaying recency i.e. a user who added products to their cart a day a go may be more likely to go on and purchase rather than a user who did so a month ago. In Google ads you can overlay these audiences in your Google campaigns and apply bid modifiers to bid higher/ lower for these audiences when they search for your given keywords, or create remarketing campaigns to bring users back to site.  You can expand your 1st party data by also including YT data and users who have previously engaged with ads for example. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Upload your customer lists","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Customer lists take first party audiences a step further. Luxury brands have rich customer databases which can be segmented based on their most engaged and affluent customers. These lists can be uploaded into Google ads and are matched to signed in users on Google. You can then create Search, YouTube and Gmail campaigns to target these audiences with your specific messaging.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Similar audiences","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"You can also create similar audiences from your customer lists & analytics audiences. This way you can find new users who have similar interests to your current purchasers and website visitors. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Facebook & Instagram","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"One of the biggest question marks for luxury brands seems to be around advertising on Facebook and Instagram, with brands generally seeing these as key channels for engaging with audiences and there being a reluctance to output sponsored content alongside this. Over the last few years though this has changed and most luxury brands are able to justify these channels as an alternative to less measurable and less controlled channels (particularly vs offline marketing). Luxury brands such as Dior, and Burberry are examples of those really pushing campaigns via social.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Whilst Search is well-known for keyword-based targeting and has developed their platform to be able to apply audiences, Facebook has always been an audience led advertising platform. The multiple data points they have on their users mean it has a rich understanding of user demographics and interests which advertisers can take advantage of. Across both Facebook and Instagram, we would recommend testing a combination of the approaches below. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Customer lists","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Upload email lists of users based on their purchase history (as well as other variables around behaviour and any other data points) for re-engagement.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Look-a-like audiences","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Create audiences with a seed list, i.e. previous website visitors/ customer lists to find new users which share similar interests. ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Facebook audiences","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"With Facebook audiences you can create prospecting campaigns based on interest, demographics and behaviour. In the example of a luxury fashion brand you could target users who are women, between 25 and 35, who are interested in Fashion and style or shopping and fashion, but must also be interested in luxury goods or sustainable fashion. This allows us to qualify the users who fall into the audience pool to ensure they match our target audience.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Facebook audience Insights tool","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Using the Facebook Audience Insights Tool, you can gain a more granular level of understanding of your target audience such as age, gender, interests, location and even what device they are using and more. You can then create advert sets based on these factors to reach a new audience.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[{"type":"bold"}],"value":"Key Recommendations for targeting High-net-worth individuals through paid channels","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Ensure broad activity (generic keywords and broad interest targeting) are overlaid with targeting which refines targeting to higher value consumers. This may include overlaying postcode targeting (for more prosperous areas), over-laying job targeting, luxury interests and interests in other luxury lifestyle brands.  ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Including price and  messaging to qualify consumers to reduce wasted costs from irrelevant traffic ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Building out more sophisticated CRM lists to ensure you are reaching higher value customers, potentially excl. those who buy during sale for example","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"In addition to messaging - luxury brands should be building their brand through luxury content and creative. A lot of brands in both search / shopping and social will use product shot imagery with strong CTA messaging and discount / sale messaging.   ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Luxury brands should really be pushing content which is relevant and interesting to consumers. The creative as well should be much more attractive and engaging than simply product imagery in a carousel. Instagram stories are one of the easiest formats to build from a creative perspective and these offer a great opportunity for brands to really reinforce their luxury image. ","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Another nice example is the Canvas ad format ","nodeType":"text"},{"data":{"uri":"https://www.facebook.com/business/news/introducing-canvas"},"content":[{"data":{},"marks":[{"type":"underline"}],"value":"here","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":". This is a full screen ad experience which is an amazing way to build engagement with consumers.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have any questions on justifying ","nodeType":"text"},{"data":{"uri":"https://vervaunt.com/services/ecommerce-paid-media/"},"content":[{"data":{},"marks":[],"value":"paid media","nodeType":"text"}],"nodeType":"hyperlink"},{"data":{},"marks":[],"value":" for luxury brands or even just examples of campaigns, please feel free to get in touch. You can also find out more about our paid media services for luxury brands here.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"\n\n","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Paid Media"],"backgroundImage":{"name":"Landing Page 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V 2020 Logo","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/6s4xFi28KVaEJy9klXGCLM/bb1f8bb11d05c80bc665cb04606be83c/icon_vervaunt_2020_white_green.svg","details":{"size":1899,"image":{"width":229,"height":311}},"fileName":"icon_vervaunt_2020_white_green.svg","contentType":"image/svg+xml"}}},"twitterLink":"https://twitter.com/vervaunt","instagramLink":"https://instagram.com/vervaunt","linkedinLink":"https://www.linkedin.com/company/crimson-fox","copyrightText":"© 2021 Vervaunt. All Rights Reserved.","backgroundColour":"#635E5B","form":{"sys":{"type":"Link","linkType":"Entry","id":"5w44aC9m31t7Boznp0ZAov"}},"companyEmailAddress":"hi@vervaunt.com"}}}}],"author":{"name":"Josh Duggan","image":{"name":"Josh Duggan","url":"//images.ctfassets.net/rsv5jnhanwkh/6EurG9r0gPMia50Y8A2mty/f2241a6bc1a5f7877de640f28edf9618/Josh_Duggan.png"},"bio":"Working in paid media for over 8 years. Specialises in Google Shopping and paid social. Spoken at various eCommerce events around the world about paid media and Google Shopping."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920639223","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920639223","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920639223","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920639223","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920639223","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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This article will go through each product type and some examples of how they can be used in the real world.  ","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Simple Products","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As the name suggests, simple products are the most basic that Magento provides.  One simple physical product with it’s own SKU.  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You could list these products as simple products only but users who want to vary colours would need to go back and forth to product pages to purchase all the variants.  You could also put all the products into a configurable but users would have to keep choosing the one they want and adding to the basket each time.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"A better option would be to create a grouped product where each of the mugs could be shown alongside a quantity selector.  Once the customer has chosen the mugs they do and don’t want, plus the quantities of each, they can add them all to the basket with a click of a button.  The basket then shows these separate single product line items.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Bundle Products","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"There is often confusion about the difference between bundle and grouped products.  Bundle products are generally used for creating your own product by choosing from a range of options.  The bundle is its own product and has its own SKU within Magento (often causing headaches for ERP sales integrations!).","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Example","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"A high end bike manufacturer allows cyclists to build their own bespoke bike from the frames and peripherals the retailer sells such as brakes, gears and wheels.  All of these items can be purchased separately on the site so they are all set up as simple products with their own SKU and inventory.  The bundle product can be used as a ‘create your own’ functionality whereby these simple products can be added to the bundle for the customer to customise one by one, such as:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Step 1 - Choose frame material","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Step 2 - Choose frame size","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Step 3 - Choose wheel size","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Step 4 - Choose gears type","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Etc","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"Bundle products are a great way of selling more products in an individual transaction as well as an opportunity to up-sell items to a customer.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Virtual Products","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"As the name suggests, virtual products are not physical.  They are essentially the same as a simple product but do not have a weight and therefore will not show any shipping options at checkout if purchased without another product type.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Example ","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"An ecommerce store sells washing machines and they want to be able to offer an extended warranty after the purchase has been made.  Within Magento the admins can create a virtual product containing all the warranty information and the customer can choose to purchase.  If they do, the checkout experience will be simplified as there is no requirement for shipping on this purchase.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Other uses for virtual products include memberships and subscriptions.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Downloadable Products","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Again, a fairly self explanatory name, downloadable products are used when the item a customer purchases can be downloaded once paid for on the website.  The digital product can either be downloaded directly from the website server or provide a link to another website for download.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Example","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"An aspiring band wants to sell their music directly to customers on their website in a digital format.  Using downloadable functionality in Magento they can configure the product to ensure the following:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Customers can hear a sample of the song for free before they purchase","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Admins can ensure the customer has to log in in order to purchase (so they can download from their account area after purchase)","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"Admins can choose how many times the item can be downloaded","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"There are many uses for downloadable products with other examples including software, books and videos.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Gift Card","nodeType":"text"}],"nodeType":"heading-2"},{"data":{},"content":[{"data":{},"marks":[],"value":"Gift cards are available with 2 options in Magento - virtual and physical.  Virtual gift cards are generally emailed to customers with a code to use on the website whereas physical ones need to be shipped to the customer, therefore requiring a shipping address.  Customers can even choose to have a mix of both whereby their purchase is both emailed and shipped.  Retailers can choose whether gift cards are for a set amount or whether the customer can choose to set their own value.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Example","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"A retailer wants to be able to offer users to purchase gift cards but at present could only handle virtual cards until they can get in place the requirements for designing and producing physical cards.  The Magento admin can set up the virtual gift card and choose that the amounts can only be £5, £10 or £20.  Once, the retailer has made provisions for the physical card, this can be added as an option to the product and users who purchase this can provide their address at checkout to be sent the card.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"--","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"If you have any questions about product types in Magento, feel free to email us.","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"postType":["Ecommerce"],"backgroundImage":{"name":"bluebg","url":"//images.ctfassets.net/rsv5jnhanwkh/2UQwiqX3N7av80wcKNBvxT/c1140e711fe88cbbeb347bee5924532e/bluebg.jpg"},"publishedOn":"2020-03-29T09:35:12.823Z","mainImage":{"name":"Magento 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"9 examples of great eCommerce on-site search","slug":"9-examples-of-great-eCommerce-on-site-search","description":"In this list we look at examples of excellent on-site search\n","content":{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"In this list we highlight search usability essentials like autocomplete and mobile experience as well as other elements that create a stand-out search experience such error correction ie do you need to spell your query with 100% accuracy, the presence of layered navigation on search results pages and zero results optimisation and many others.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Yamaha MusicSoft","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Yamaha MusicSoft really enriches their search results pages by pulling in a variety of attributes and icons. This includes a “New!” label to merchandise SKUs that have just gone live, and also a handful of icons to visually differentiate the product thumbnails. The name of the musician is also pulled through as an attribute.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7yME3NGQDCOmqLLOFdx7Zj","type":"Asset","createdAt":"2019-12-03T19:50:55.480Z","updatedAt":"2019-12-03T19:50:55.480Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Yamaha-e1516493870566","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/7yME3NGQDCOmqLLOFdx7Zj/ebbbd00e4837e6104d028da04cd564c6/Yamaha-e1516493870566.png","details":{"size":552606,"image":{"width":1120,"height":844}},"fileName":"Yamaha-e1516493870566.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Not only are the search pages rich, but search is a central focus on the homepage. There’s also an in-field label and popular searches to give the user ideas on what to search for.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"22OEqqEd3hY4tbEZpuqYXZ","type":"Asset","createdAt":"2019-12-03T19:51:39.304Z","updatedAt":"2019-12-03T19:51:39.304Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Y3-e1516493977820","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/22OEqqEd3hY4tbEZpuqYXZ/7ddac3a3b284421f44b23a38a3ad8fdb/Y3-e1516493977820.png","details":{"size":654821,"image":{"width":1564,"height":544}},"fileName":"Y3-e1516493977820.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"The search box then re-appears on all other pages in the top right, where customers would expect to find 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is one of the few retailers to have implemented it on their mobile site.\nIt’s very clear how to use it and they give succinct instructions on how to ensure accurate 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there’s clearly work still to do on the accuracy of results, as a photo of a pair scissors surfaced shiny items but no scissors. Of the results that were surfaced however, there was a lot of information pushed through, including the different colours available as thumbnails, the name of the manufacturer, the old and new price to highlight saving, the average product review rating, how many reviews in total and even shipping details. There’s also a product label for Sale item and even the ability to favourite the item from the search results page.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"3 Ocado","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Ocado packs a lot of information into its search results pages.\nFirst off, we have a couple of featured items card, ensuring that the Smart Pass discount is prominent and star ratings pull through (without number of ratings). Moreover, the estimated life of the food item is pulled through, meaning the shopper doing their weekly shop doesn’t have to worry about use-by dates as it’s worked out for them.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"Next up, results are personalised to show relevant items that have been previously first.\nHere we can still see life span of the foodstuff, as well as a vegetarian friendly product label, the cost per kg and cleverly even when it was last purchased.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"The third segment is then shown, with offers being prioritised and clearly labelled with an Offer icon.\nAll three segments, Features, Favourites and standard results have a prominent ‘Add to trolley’ CTA button, meaning the shopper doesn’t need to click through to the product page to buy the item.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"JBZdNx32g7r1z4W1hqvAf","type":"Asset","createdAt":"2019-12-03T19:49:18.516Z","updatedAt":"2019-12-03T19:49:18.516Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"R3","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/JBZdNx32g7r1z4W1hqvAf/1d2f84d96c068438b02db90cafa28405/R3.png","details":{"size":255304,"image":{"width":750,"height":1334}},"fileName":"R3.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"66n4fAPjNneM9K90NogwjS","type":"Asset","createdAt":"2019-12-03T19:49:18.528Z","updatedAt":"2019-12-03T19:49:18.528Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"O2","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/66n4fAPjNneM9K90NogwjS/bd8f6ac06f47227f8de18aa4ab6d5cb7/O2.png","details":{"size":298050,"image":{"width":750,"height":1334}},"fileName":"O2.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"4 Rapha","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Rapha has sensible multi-option filters like weather and size displayed before the search listings, rather than on the left hand side. As on Wayfair, we can clearly see average product rating and total number of reviews, as well as additional colour ways available. Clicking on the colour swatch updates the thumbnail image accordingly. By selecting a size filter, the user can be sure that they will only see results for gloves that are in stock in the size they require, avoiding disappointment.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"Hzx4gEsEvZc2oy0qjesAa","type":"Asset","createdAt":"2019-12-03T19:49:18.429Z","updatedAt":"2019-12-03T19:49:18.429Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"R2","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/Hzx4gEsEvZc2oy0qjesAa/2a0dad5398baa2df58ca31777e48e79a/R2.png","details":{"size":233557,"image":{"width":750,"height":1334}},"fileName":"R2.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"cVFEdyEPZ57KQSbDfOXJM","type":"Asset","createdAt":"2019-12-03T19:49:18.642Z","updatedAt":"2019-12-03T19:49:18.642Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"R","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/cVFEdyEPZ57KQSbDfOXJM/c6eca69dfbf82d09401055852a1d780c/R.png","details":{"size":116670,"image":{"width":750,"height":1334}},"fileName":"R.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"5 Boozt","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Boozt, a stylish Nordic fashion site, is another shining example of great search implementation. It clearly signposts new products with a black roundel in the top right , and the percentage discount is prominently displayed in the top left corner in red too. It also uses horizontal attribute filtering, rather than left hand side, similarly to Rapha. The hover over reveals thumbnails for each available colourway, and the size availability cleverly adjusts accordingly.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"1retHSaLQQ78dYRXaM9lgb","type":"Asset","createdAt":"2019-12-03T20:07:49.825Z","updatedAt":"2019-12-03T20:07:49.825Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"S6-e1516494904677","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/1retHSaLQQ78dYRXaM9lgb/dc85da0a21b2c9117dfadf64f3512d60/S7-e1516494802810.png","details":{"size":225703,"image":{"width":1232,"height":780}},"fileName":"S7-e1516494802810.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"6 Yoox","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Yoox.com, Italian fashion site owned by Net-a-porter, is a beautifully slick site and its search functionality is no exception. Rather than a clunky drop down for sorting options, there are one-click links in a horizontal bar for the most popular sorting criteria: Latest arrivals, Highest price and Lowest price. Hovering over a thumbnail reveals a secondary close-up image of the toe of each shoe. This consistency is pleasing to the eye and means the searcher is more likely to be happy to use quick buy then have to click through to the full product page, as there’s so much information available to them already. Again available colour swatches and sizes are clearly displayed. Quick buy is a great piece of functionality on any product listing page and the search page is no exception, yet few sites implement it there.\nMulti-option filters are crucial on any search results page but it’s important that they’re options that a user would actually want to use to refine their results. Yoox has lots of thoughtful filtering options like heel height and toe shape, which seem to be genuinely useful filters for real-life shopping criteria when buying shoes.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"680Nohd2265FIwUnu1M6w5","type":"Asset","createdAt":"2019-12-03T20:09:41.575Z","updatedAt":"2019-12-03T20:09:41.575Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"S6-e1516494904677","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/680Nohd2265FIwUnu1M6w5/8ae7f2df5655cf32efe6c604e57c7a0c/S6-e1516494904677.png","details":{"size":271854,"image":{"width":1116,"height":760}},"fileName":"S6-e1516494904677.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"7 Size","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The shoe retailer’s search bar holds a prominent position on the site, sitting right next to the logo/home button in the navigation. When activated, the search screen dims the rest of page content and highlights currently ‘trending’ searches which is a great way of suggesting products based on popularity but also newness, inventory status (best seller, slow seller, low stock) or current marketing activity. Voice search is also an option if typing is not your bag.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2TqA0y1tDSVg1oMGa916sD","type":"Asset","createdAt":"2019-12-03T20:11:24.309Z","updatedAt":"2019-12-03T20:11:24.309Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"S5","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/2TqA0y1tDSVg1oMGa916sD/9fa9198179486e7f800d4758f030597a/S5.png","details":{"size":93358,"image":{"width":1600,"height":464}},"fileName":"S5.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"As you type your search query, top results start appearing in the search drop down – both text and thumbnail. Search results pages are accurate producing relevant results for broad queries like ‘red’ as well as as more specific product queries such as ‘nike air max 97’. Standard product listing page features are displayed including sort by options, grid size, layered navigation and quick buy on product thumbnails.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"CcUf4NYMqn0qiRqvMdhan","type":"Asset","createdAt":"2019-12-03T20:11:24.313Z","updatedAt":"2019-12-03T20:11:24.313Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"S3","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/CcUf4NYMqn0qiRqvMdhan/23e3ee5173d5eaf1b669e519ba8a86e9/S3.png","details":{"size":385163,"image":{"width":1000,"height":890}},"fileName":"S3.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Zero results page is a well laid out page prompting users to download Size’s product preview app, create an account and follow their product launch calendar.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"79tbvhzPyqWtRcQu9xSM65","type":"Asset","createdAt":"2019-12-03T19:49:18.298Z","updatedAt":"2019-12-03T19:49:18.298Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"S2","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/79tbvhzPyqWtRcQu9xSM65/5366c0b19315f6f1f81848c4bf143d6c/S2.png","details":{"size":257271,"image":{"width":880,"height":560}},"fileName":"S2.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"2W0ZKl8pqdk6n8rILXyelN","type":"Asset","createdAt":"2019-12-03T19:49:18.300Z","updatedAt":"2019-12-03T19:49:18.300Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"S1","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/2W0ZKl8pqdk6n8rILXyelN/d9524b36b2869c71eb20647fc31dc165/S1.png","details":{"size":304884,"image":{"width":775,"height":1108}},"fileName":"S1.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Other highlights include:","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"brand queries such as ‘Reebok ‘ redirect to brand landing pages which then link out to subcategories (Men’s, Women’s, Kids) helping you narrow your search further","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"},{"data":{},"content":[{"data":{},"content":[{"data":{},"marks":[],"value":"commonly misspelled queries are redirected to relevant pages, for example searching ‘Niek’ takes you to a results page for ‘Nike’","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"8 Lush","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"The eco cosmetics brand’s UK website has a bold yet minimalist navigation with search being one of only four shopping elements after ‘Products’, ‘Shops’ and ‘Exclusives’. When activated, the search bar takes over the entire navigation. Top suggestions display in a drop down stretching to the full width of the page. Each suggested item also displays a category label helping you further navigate your search.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"68QwJHIbH3AVCsjIJwJxAO","type":"Asset","createdAt":"2019-12-03T19:49:19.519Z","updatedAt":"2019-12-03T19:49:19.519Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"L6","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/68QwJHIbH3AVCsjIJwJxAO/d53f303d4dc5bbd3e19d55f5fbdd0c42/L6.png","details":{"size":65187,"image":{"width":1600,"height":544}},"fileName":"L6.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"The results page itself offers quick filtering options allowing you to focus on non-product results like ingredients, retail locations and content which is impressive.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"u3r63VA2KAdVuLN12ke8t","type":"Asset","createdAt":"2019-12-03T19:49:19.906Z","updatedAt":"2019-12-03T19:49:19.906Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"L5","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/u3r63VA2KAdVuLN12ke8t/1c58c3d1143a1ce68627b490f1be18de/L5.png","details":{"size":68078,"image":{"width":1600,"height":423}},"fileName":"L5.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Product result pages use standard filtering options as well as more niche, brand focused attributes such as ‘Scent’ and ‘Feel’ – this I imagine is aimed at first time customers / browsers.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"4piHBDqCswqLxaK7zcdjEx","type":"Asset","createdAt":"2019-12-03T19:49:20.483Z","updatedAt":"2019-12-03T19:49:20.483Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"L4","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/4piHBDqCswqLxaK7zcdjEx/ecdbad89353ad577052841bd1c02ae98/L4.png","details":{"size":80212,"image":{"width":1600,"height":488}},"fileName":"L4.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"The product results page features a really nice, visual grid with a hero product that displays the top customer review. Other, smaller thumbnails follow displaying product name, product category, a short description, user star rating, price, a product sticker highlighting certain features & benefits eg ‘Exclusive’, and packaging icons indicating the shape and type of packaging the product comes in.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"33jbHVFH8CJKensgFImR58","type":"Asset","createdAt":"2019-12-03T19:49:20.478Z","updatedAt":"2019-12-03T19:49:20.478Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"L3","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/33jbHVFH8CJKensgFImR58/507b9d6abd874a84eab46baf2ccd2fb5/L3.png","details":{"size":501918,"image":{"width":1600,"height":769}},"fileName":"L3.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Another highlight is that the search results pages load rapidly which is partly thanks to lazy loading. This makes for a winning experience on mobile devices.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{},"content":[{"data":{},"marks":[],"value":"9 Matches Fashion","nodeType":"text"}],"nodeType":"heading-3"},{"data":{},"content":[{"data":{},"marks":[],"value":"Although the search bar doesn’t particularly stand out on the page, the search experience makes up for it. Clicking into the search bar, a bigger, full width bar appears giving you the option to search Womens or Mens categories. The search prompt is ‘I’m looking for’ which is a nice detail. As you start typing, the search screen takes over the page offering a wealth of options such as designers, categories, most popular searches related to your search terms and a selection of relevant items from the New In category displayed in a thumbnail slideshow.","nodeType":"text"}],"nodeType":"paragraph"},{"data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"4goIAYkHPNBFNJdhprczlw","type":"Asset","createdAt":"2019-12-03T19:49:18.632Z","updatedAt":"2019-12-03T19:49:18.632Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"MF5","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/4goIAYkHPNBFNJdhprczlw/dacd2898d5d2aeae6d1963f380e6382d/MF5.png","details":{"size":254447,"image":{"width":1256,"height":847}},"fileName":"MF5.png","contentType":"image/png"}}}},"content":[],"nodeType":"embedded-asset-block"},{"data":{},"content":[{"data":{},"marks":[],"value":"Users can also search by item code\nOne of the highlights of the results page is the number of viewing options – three grid view layouts (5, 4, and 3 column layout) as well as product or outfit view. The viewing options are also optimised for mobile users offering double and single column grids and no outfit viewing 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All Rights Reserved.","backgroundColour":"#635E5B","form":{"formHtml":"<iframe src=\"https://vervaunt-forms.formstack.com/forms/newsletter\" title=\"Newsletter\" scrolling=\"no\" width=\"100%\" height=\"340px\"></iframe>"}},"pinnedPost":false,"freeDownload":false},{"title":"Defining & Reaching Your Target Audience Through Paid Media","slug":"defining-reaching-target-audience-paid-media","description":"This post will give a brief introduction into the recent developments of Paid media and also provide recommendations for building campaigns to target your target audience and also High Net Worth individuals. Programmatic buying has allowed smaller advertisers to compete with the larger advertisers to show ads on premium sites etc.","content":{"nodeType":"document","data":{},"content":[{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"How Paid Media is Moving Towards Audiences","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"I have worked in Paid media for over 7 years and in this time there has been substantial change within the industry; from both advertisers and publishers trying to meet the changing demand of consumers.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Advertising has shifted from a content approach to an audience first focus. Historically advertisers would use tools such as Hitwise and Comscore to identify upstream/ downstream traffic and to select sites where they should place their ads. They would also buy advertising slots on content complimentary to their products e.g. Nike advertising new trainers on the Yahoo sports page. More recently however, media has focused to an audience first approach. Targeting audiences allows you to go much more granular with your paid media budget and to reduce wastage.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"You can also tailor ads and dynamically change images/ messages based on a user’s gender or interests for example. In terms of targeting high net worth individuals – this strategy is key as targeting luxury content  may not necessarily mean you are serving ads to more prosperous individuals. By targeting audiences you could use Google data to reach people within the top 10% of Household income, Facebook data to reach users with income >£75,000 and then 3rd party data providers such as exelate allow you to overlay job, income data to your display activity.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"The opportunity for smaller advertisers / businesses","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As briefly mentioned above; programmatic developments have allowed an open playing field for advertisers of all sizes. Smaller advertisers would historically be out priced to show ads on Yahoo.com for example. They would also not have the budget to pay for a full day’s worth of inventory. With programmatic and auction based buys; advertisers can now enter the auction for individual ad spots impressions and compete only when a user profile matches their targeting.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For one of our luxury clients; we use a similar tactic and promote their ads across premium site in the UK. We spend minimal budget and there is little wastage where we only target users who match our targeting attributes. Please see the below Facebook indexing section whih provides an example of how to understand and find who your customers are.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Building audiences into your campaigns and indexing customer data ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"All advertisers should create a Facebook account and add the Facebook pixel onto their site. Not only is remarketing via Facebook a great way to re-engage customers who have abandoned cart for example. It also allows you to match your customer data against Facebook data. This will provide you actionable data which highlights who your customers are.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For one of the sports brand we work with – young males was typically our primary audience as these customers came into the store and most often purchased the clothing. Through Facebook however, we learned that customers most engaging with the brand and purchasing online were older females. When we drilled down further – we could see it was mother’s purchasing products for the family.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Another example which Google have presented in a case study is an automotive firm who also matched customer data to third party data. Here they were able to understand their SUV customers were 3x more likely to use android and typically were outdoorsy/ sports people. When changing their old ads to not promote iPhone capabilities and focused on a wintery setting for the backdrop – they dropped their CPA by 50%. Indexing customer data is a very effective way to understand your customer and adapt your marketing moving forward.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Please find a screenshot below – where you can see that this client’s customers over index as females aged below age 34.","marks":[],"data":{}}]},{"nodeType":"embedded-asset-block","data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"QZ7tKkIJkscGU60QghHQY","type":"Asset","createdAt":"2019-12-03T00:27:10.946Z","updatedAt":"2019-12-03T00:27:10.946Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Screen-Shot-2017-11-28-at-12.33.33","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/QZ7tKkIJkscGU60QghHQY/8e77e2d371eb9904bdf9c7c4d849bb21/Screen-Shot-2017-11-28-at-12.33.33.png","details":{"size":113249,"image":{"width":1336,"height":460}},"fileName":"Screen-Shot-2017-11-28-at-12.33.33.png","contentType":"image/png"}}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Audience targeting","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Paid media has moved significantly towards an audience and consumer centric approach. Advertisers will often look to using third party data to target users which share characteristics with their target base. For high net worth individuals for example, you can purchase Experian data and target users based on job, industry, income, qualifications and many others.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Facebook and the GDN however, offer cost effective ways to reach your target audience without the requirement of using a DSP. In AdWords, you can now overlay Household income data (please see the PPC section below) which would be a clear route to increase your ad relevance targeting HNW individuals. This targeting can be applied to PPC, YouTube and GDN. In-market segments are becoming increasingly popular and these are audiences who are actively browsing, researching and comparing the type of products you sell. You can use this feature to target customers in-market to purchase your product; alternatively to reach users buying complementary products e.g. promoting sunglasses to people in market for holidays.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Within Facebook – job, qualifications, income targeting are effective ways to reach your target audience and a high net worth audience too. Overlaying these with interest targeting is an effective way to reach your higher net worth customers who are also interested in your industry/ products etc. For example, targeting users on a high income interested in sports would be a good tactic for a luxury sportswear brand.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"One tactic which is under-valued is building your high net worth audiences through paid media and then retargeting this user base within your existing marketing activity. For example, you can build remarketing lists for users who watch your videos and click your GDN ads. If you are targeting users who are interested in luxury fashion; you can then upweight these users via RLSA within your PPC campaigns.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"How to approach content and ads","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Although digital has moved to an audience first and customer centric approach – contextual ads have also increased in importance. One example, is the responsive ad development within AdWords. These allow advertisers to adjust content/ images with a feed based on the content they are appearing against. For example, you may show a ‘shop now’ product ad on review pages etc, but then a more branding image on less specific celebrity fashion pages etc.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Content is still a very effective form of advertising. For our clients, we will often select luxury websites we want to appear on and then overlay our demographic our audience targeting. In more niche examples, you may target everyone on a website if it shares a similar audience to you. It also allows you to more easily manage your placements and the websites your ads appear on. One problem with programmatic buys can managing where your ads appear. Selecting specific sites allows you full control of where your ads appear and you can also review how ads appear on the site etc as well.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Utilising third party data","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Using a 3rd party data provider such as Experion – you can now overlay a substantial amount of data over your advertising. Unlike offline advertising buys, which would be content focused and a broad audience – 3rd party data allows you to target across the web but serving ads only to users based on their income, job, industry, age, interests, number of people in household and much much more.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In terms of reaching a high net worth audience – the opportunity is obvious with the possiblity of targeting people based on income, job, postcode etc. You can also overlay any age, gender or interest targeting as needed. For advertisers with less media experience – I would recommend using simply an ad network such as the GDN and the to test Facebook advertising as well. Using third party data requires a DSP (Demand Side Platform) which will be more time consuming to set up and manage.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Using audiences in paid search","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Over recent years – Google has focused on creating search more consumer centric. Demographics for search was rolled out allowing advertisers to adjust bidding and strategy based on a user’s age and gender. Ad customisers allow advertisers to dynamically change ad copy based on a range of external factors. This may include, the time of day, where the user is based or which device they are using. GA audiences were also integrated with AdWords, allowing advertisers to create lists based on a user’s interaction with the site. We work with a sports retailer and we are working on building out custom lists for users who buy jerseys for a specific team. We can then tailor our ad copy to these customers in future.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"All advertisers should now have an audience approach to their search activity – even if you are simply adjusting bids based on a user’s location. Google plan to roll out In-Market segments. This will allow you to even more audience based data on your search activity.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"One tactic here could be to target broader keywords when users match your target audience. For luxury brands – you can target the top 10% of household incomes in the UK. If you are a luxury bathroom retailer you may not wish to bid on ‘bathrooms’ as the term is too broad. Keyword lists would be much more specific such as ‘luxury marble bathrooms’, cast iron baths’. However, these have much less volume. Overlaying audience data for example household income or location – you can bid on broader terms such as ‘bathrooms’ however ensure you are only appearing to a relevant audience.","marks":[],"data":{}}]},{"nodeType":"embedded-asset-block","data":{"target":{"metadata":{"tags":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"rsv5jnhanwkh"}},"id":"7dUrJpi4z5KA0mHbUUyKqH","type":"Asset","createdAt":"2019-12-03T00:27:50.760Z","updatedAt":"2019-12-03T00:27:50.760Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"revision":1,"locale":"en-US"},"fields":{"title":"Screen-Shot-2017-11-28-at-12.34.09","file":{"url":"//images.ctfassets.net/rsv5jnhanwkh/7dUrJpi4z5KA0mHbUUyKqH/d04106cd183a02286ff29095c4fcd666/Screen-Shot-2017-11-28-at-12.34.09.png","details":{"size":449516,"image":{"width":1242,"height":584}},"fileName":"Screen-Shot-2017-11-28-at-12.34.09.png","contentType":"image/png"}}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Conclusion","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hopefully this guide provides a top level introduction to paid media. We have a lot of experience running paid media campaigns and work mostly with luxury brands. The above strategies reflect those used by the largest advertisers and are an effective way to reduce any wastage within your media spend. We definitely recommend all readers create a Facebook account to simply add the pixel onto your site and then begin collecting data within Facebook.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"You can then look at the characteristics of your customers and then begin planning media activity from there. This post has focused predominantly on Facebook, Paid Search and the GDN – simply as these can be set up at no cost and with minimal effort. The GDN for example, will build image ads from your site and you use these for your marketing. However, there are much more channels and advertising platforms that you should test and use.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Selecting your media platforms should be dependant on your objectives and audience. For example, younger users are engaged across Snapchat and this would be a good environment to share content. On YouTube, you can cost effectively share a video message to a targeted audience. However, your adverts here may not necessarily drive sales. Your ads and activity should be defined based on your objectives. Most advertisers will often want to drive sales and therefore Paid Search and Facebook Link ads are cost effective ways to achieve this.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Advertisers looking to share a message and build a brand will use the more engaging formats such as video and understand that they should measure other KPIs for example, engagement rates or bounce rate on site.","marks":[],"data":{}}]}]},"postType":["Paid Media"],"publishedOn":"2019-12-03T00:29:32.514Z","mainImage":{"name":"Screen-Shot-2017-11-28-at-12.13.51-700x394","url":"//images.ctfassets.net/rsv5jnhanwkh/66xiHruLFwl9o6yiHHFTeQ/4e95d3544718b66dd55ac9f873bbd0b9/Screen-Shot-2017-11-28-at-12.13.51-700x394.png"},"author":{"name":"Josh Duggan","image":{"name":"Josh Duggan","url":"//images.ctfassets.net/rsv5jnhanwkh/6EurG9r0gPMia50Y8A2mty/f2241a6bc1a5f7877de640f28edf9618/Josh_Duggan.png"},"bio":"Working in paid media for over 8 years. Specialises in Google Shopping and paid social. Spoken at various eCommerce events around the world about paid media and Google Shopping."},"additionalAuthor":null,"header":{"logo":{"name":"Vervaunt 2020 Logo","url":"//images.ctfassets.net/rsv5jnhanwkh/660DVCpnibHYpW6GmvohJF/d27b7c629c51677aecdda82cf19e6792/logo_vervaunt_2020_rgb_black_green.svg"},"navigation":[{"key":"PSWz3ae8RA2zXVrqCjVqa - 1684920640877","type":"Navigation Header","id":"PSWz3ae8RA2zXVrqCjVqa","titleLink":"/about/","title":"About","sections":[{"key":"5mwlfKUjRReW32b0Sy1aXS - 1684920640877","sectionTitle":null,"sectionLinks":[{"key":"yapj4WleyZnnfZzZAkZnG - 1684920640877","sectionLinkType":"Link","sectionLinkTitle":null,"sectionLinkSlug":"/about/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"pPoaiT8vZar3VLpumarBg - 1684920640877","sectionLinkType":"Link","sectionLinkTitle":"Careers","sectionLinkSlug":"/careers/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"2jVcGh8xbW7NBFSZP9s3Hq - 1684920640877","sectionLinkType":"Link","sectionLinkTitle":"Testimonials","sectionLinkSlug":"/testimonials/","sectionLinkCtaLinkText":null,"sectionLinkFeatureImage":null},{"key":"3meMwzMN41YjMVtEg0DHAo - 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