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* Name: * Email: * Job Title: * Company:

What kind of merchant are you?

Online Only Multichannel Retailer Branded Manufacturer CPG

What product vertical do you most align with?

Apparel & Fashion Houseware, Furnishing or Electronics Specialty, Sporting Goods, Toys & Pets Mass Merchant Other

What is your annual revenue?

Less than $20MM $20MM to $100MM $100MM to $1B $1B or more

In what range does your site conversion rate typically fall?

Below 0.75% 0.75% to 1.75% 1.75% to 3.00% 3.00% or higher

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We have a strong understanding of our competitors and the competitive landscape

0/10

We are unsure who are our competitors are, and/or do not understand our competitive landscape Our company is aware of our competitive landscape and we actively monitor our closest competitors Our company is aware of our competitive landscape and we assess - either internally or through a 3rd party - what our competition is doing from a marketing and channel perspective

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We have a strong understanding of who our customers are

1/10

We are not sure who our core customers are We have identified different customers with varying psychographics and demographics We market to specific targets and have done research to closely define customer personas We market to multiple personas which have been defined by interviews and research

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We have a cohesive strategy around customer messaging across business channels

2/10

We currently do not actively message our customers Our business channels are siloed and each business is responsible for their own customer messaging Our business channels are siloed but we have an overarching marketing department that dictates brand standards and messaging to our customers Our business channels work with Corporate Marketing and/or Corporate Branding to create cohesive messaging strategies to engage with our customers

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We have a strategic roadmap

3/10

We have no strategic roadmap We have multiple roadmaps for each of our business channels We have a single roadmap that incorporates merchandising, marketing, and technology. This roadmap is updated annually We have a single roadmap that incorporates merchandising, marketing, and technology. This roadmap is updated multiple times a year based on business changes

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Our organization makes data-driven decisions

4/10

While our organization has customer data, this data is not a major input in business decisions Our business sometimes leverages analytics reports and optimization techniques to achieve our goals Our business has a strong optimization culture: we're consistently evaluating our KPIs, expanding tracking, reviewing campaign performance, creating segments, and conducting tests

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We have a yearly budgeting process

5/10

Our company currently does not have an annual budget Our company is on a fiscal and/or yearly budget Our company is on a fiscal and/or yearly budget that is re-forecasted and/or updated seasonally based on business

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We budget marketing expenses as a percentage of overall revenue

6/10

We do not have specific dollars allocated to marketing in our budget We budget marketing dollars as a percentage of total revenue We budget marketing dollars as a percentage of total revenue by business channel We budget marketing dollars as a percentage of total revenue and take analytics into consideration

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Our organizational structure prioritizes the overall customer experience through all business channels

7/10

Our organization is siloed based on business channel Our organization is siloed based on business channels, but those silos are bridged with marketing and technology Our organization is cross-functional throughout marketing, creative and technology and we have in-house and or external experts executing marketing and merchandising competencies

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We have a customer data repository

8/10

We keep client information in multiple places (repositories) We capture client data and customer purchase data in multiple places, and all of this data feeds back to a single customer repository for segmentation and analysis We capture client data and customer purchase data that feeds into a single customer repository, and we have the ability to send that information back out to our marketing platforms

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We create a bottom-up inventory forecast for each business channel

9/10

We do not have an inventory plan We do an allocation of inventory by channel and or allocate a portion of inventory for a separate business channel We plan our inventory goals per channel based on prior year sell-through combined with current revenue goals We have an open-to-buy per channel based on prior year sell-through, revenue goals, and new marketing and merchandising initiatives

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We tailor our content to various audiences and segments

0/16

Our content is static and is the same for all users We tailor content based on personas and basic web analytics We personalize content based on keyword research, geography, and/or point-of-origin We personalize content based on profile preferences, shopping behaviors, order history, etc. We personalize content based on 'rated & liked items', items in virtual cart, etc.

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We apply consumer research and usability testing to optimize navigation

1/16

We do not apply consumer research and usability testing We optimize navigation labels for key search terms and heuristics We apply consumer first-click testing to optimize labels for comprehension We apply consumer tree-testing (multi-click testing) to optimize key paths We conduct qualitative research to reveal consumer insights

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We apply consumer research and usability testing to optimize key pages

2/16

We do not conduct customer research We optimize our research for shop flow pathing analysis We apply A/B testing and tactics such as unmoderated surveys, "Foresee", heatmaps, user tracking, etc. We moderate user testing annually We frequently apply user testing and field studies

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We present enhanced content and creative experiences

3/16

Our content is simple and basic We offer articles, videos, and superior product and brand images Our content is integrated into the shopping flow, including influencer content, product reviews, social media, and user-generated content We integrate content into the shopping flow at an advanced level, including rich category pages, product line pages, and lookbooks We strategically integrate our content to create sophisticated, guided selling solutions

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We leverage dynamic content

4/16

We do not have dynamic capabilities We have multiple variations that are used for basic segmentation We leverage predictive content

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We use loyalty segments to target content both on-site as well as through multiple marketing programs

5/16

We do not have a loyalty program We use our segments to target content, but at a minimal/rudimentary level We use our segments for advanced targeting tactics, such as customized buying journeys and landing pages

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We segment our loyalty customers based upon tiers of engagement

6/16

We do not have a loyalty program We segment our loyalty customers based on dollars spent We segment our loyalty customers based on dollars spent and various other points of interaction (e.g. shares on social media, user-generated content, etc.)

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We create and manage content such as product descriptions, blog posts, category descriptions, or ‘how to’ articles

7/16

We currently don't have any in-house or third-party content organization We occasionally have people create and optimize content, but it's inconsistent and usually ad hoc We have resources dedicated to producing high quality and relevant content for key strategic search terms and topics. The content is well optimized for a target audience and product/category set

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We optimize our customer experience for mobile users

8/16

We have no mobile experience Our site is responsive - or we otherwise have a mobile-specific website We apply mobile-first best practices for navigation, copy, and contemporary interaction features Our experience includes enhanced mobile-first features for fit guides, express checkout, store locators, etc. Our mobile experience includes a micro-moments strategy to optimize a variety of omnichannel use cases

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We apply a tiered optimization strategy for mobile page load

9/16

We do not optimize for mobile page load times We apply vector-based icons and open fonts wherever possible We focus on above-the-fold content rendering to enhance page load and time-to-interact metrics We employ dynamic media rendering to optimize and compress responsive images We disable dynamic capabilities, such as Automated Product Recommendations, to increase page load performance

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We leverage Endless Aisle/Mobile Point-of-Sale solutions

10/16

Store associates can see online products and inventory, but cannot place "save-the-sale" orders on behalf of in-store customers Store associates can "save the sale" and place "Ship to Home" online orders for in-store customers Store associates can "save the sale", by placing "Ship To Home" online orders or sending an order for pickup at another store Store associates "save the sale" and can add products to customer's shopping cart for later online checkout by that same in-store customer We do not have stores.

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We offer Buy Online, Pickup In Store (BOPIS) functionality to shoppers

11/16

Online customers cannot select "In-Store Pickup" during checkout Customers can select Store Pickup for any order, and all orders are shipped to store, but we do not offer same-day pickup Customers who select Store Pickup can have same-day pickup fulfilled from that store's inventory Customers who select Store Pickup can have their order fulfilled in 1 hour or less Customers can place a single Store Pickup order, pick up some items same-day, and have the rest of their order shipped to store for pickup We do not have stores

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Our customers can return online purchases to a retail store

12/16

Customers cannot return an online order to a retail store Customers can return online purchases to a retail store, but their refund is not issued until the eCommerce warehouse receives the returned merchandise Customers can return online purchases to a retail store, but their refund is for in-store credit only. Customers can return online purchases to a retail store for an immediate refund to their original payment method. Store associates can issue refunds through your eCommerce platform. Customers can return or exchange online purchases at a retail store with the same experience as returning/exchanging in-store purchases. We do not have stores

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We fulfill online Ship From Store orders

13/16

Retail stores are not fulfilling online Ship To Home orders Stores are fulfilling online Ship To Home orders, but we have limited control over order routing rules Stores are able to fulfill only the orders and products that cannot be fulfilled by eCommerce channels Orders are assigned to stores for fulfillment based on robust business rules across multiple criteria: cost, transit time, capacity, distressed inventory, etc. We do not have stores.

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We provide customers with full visibility into both online and in-store inventory

14/16

There is no cross-store or cross-channel insight into product availability Store associates and customer service representatives (CSRs) can view in-store and online inventory Customers can view product availability at nearby stores Customers can view product availability at nearby stores and see expected in-stock date for sold out products We do not have stores

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We offer standard pricing and promotions across stores and channels

15/16

Standard pricing differs between your online and in-store sales channels Standard pricing is the same online and in-store, but sale/clearance pricing can vary across stores and channels Standard and Sale/Clearance pricing is the same online and in-store, but offers are channel-specific Pricing and offers (e.g. BOGO) are the same online and in-store, but coupon codes are channel-specific Pricing and offers are the same across all channels, and promotional offers and coupon codes are redeemable both online and in-store We do not have stores

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We track the success of our SEO program

0/12

We don't track our SEO program, or we don't have an SEO program We look only at one or two key KPIs, such as keyword rankings or traffic We look at numerous KPIs across multiple pages, categories, and products. These page-based metrics include revenue, traffic, keyword rankings, impressions, and more, which go a long way to determining the success or failure of SEO initiatives

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When we do sample keyword searches in Google …

1/12

Our business is not visible for the most relevant keywords, and we are confused as to why we are not showing up Our business shows in the results, but feel like we could be ranking better for relevant keywords and driving more traffic and revenue Our business shows near the top of the search engine results page for most relevant keywords, and feel that we are gaining substantial amounts of revenue from the organic channel

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We feel comfortable and up-to-date on Google’s most recent algorithm changes and the impact they have on our website

2/12

We are not familiar with any changes or how Google views our business We are familiar with the algorithm in general, but we are not up to date on the latest changes and how they impact us specifically Our team or agency is informed of the latest changes, how they impact our business, and how we should react to the ever-changing environment

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We have an active paid media program

3/12

We do not currently invest in any paid media We are lightly investing in some programs, but paid media is not a prioritized channel for us. We have an active media program, and it is a key driver of traffic and revenue.

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Our paid media channels are meeting ROI goals

4/12

We do not look at ROI for our paid media channels Our paid media channels perform drive an acceptable return, but we feel that there are missed opportunities and our current efforts are not proactive enough We are very satisfied with our paid media channels; they perform within the target ROI range and they are driving the maximum amount of customers

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We are currently targeting new customers through display or non-brand search

5/12

We currently only target branded terms due to the cost associated with new customer acquisition We do target new customers through prospecting or non-brand search, but the cost is high and the returns are almost not worth the effort. We do efficiently target new customers through prospecting or non-brand search, and these channels have been optimized to be profitable for our business

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We are using an attribution model to properly credit all media channels

6/12

We currently do not use any attribution models We use an attribution model, but it's outdated and we have not completed a recent audit to see if the attribution amounts are correct We use an attribution model and evaluate the effectiveness of the attribution on a regular basis (at least once per quarter)

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We utilize remarketing tactics and tools, including CRM or email data, to target users through media channels

7/12

We don't use our existing customer lists in any of our media or retargeting channels We use our remarketing and CRM lists, but target all of our users with the same messaging We segment our remarketing and CRM lists and target users with tailored messaging such as dynamic ads

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We currently have an affiliate program

8/12

We do not have an affiliate program We have an affiliate program, but we don't regularly engage affiliates with offers or exclusive placements We have an affiliate program, and we regularly engage our affiliates through newsletters and 1:1 communication We have an affiliate program and we regularly engage our affiliates through newsletters and 1:1 communication. Additionally, we utilize the program to find brand advocates and influencers

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Our email platform is integrated into mulitple systems

9/12

We only are integrated directly with our eCommerce platform (new subscriptions are sent back) We have integrated our CRM, eCommerce platform, and Email provider We are integrated with our CRM, eCommerce platform, and Email provider, in addition to some third party behavioral analysis and modeling tools

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We email to defined segments

10/12

We currently blanket blast emails to our entire list We segment our list based on behavior or performance We have the ability to segment our list by past purchases and/or website behavior

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We clean and manage our customer records

11/12

We do not hygiene our customer records We hygiene our customer records occasionally We hygiene our customer records with triggers or predictive modeling

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We are utilizing the latest version of our eCommerce platform and its associated functionality

0/12

We are not utilizing the latest available platform features We are leveraging the latest key features of the platform to ensure a positive user experience We are leveraging the latest key features of the platform that improve the user experience and drive sales and revenue

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We currently have an eCommerce website post-launch support model

1/12

We only perform maintenance on our site when something is not working properly We outsource all of our application support work We perform co-development with a trusted partner We perform all of our day-to-day support with an in-house team of dedicated service engineers

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We use a management workflow tool to help streamline online business operations

2/12

We do not use workflow management tools We have a home-grown tool that is sufficient for our purposes We have a robust, fully integrated commercial third-party tool that exceeds our needs

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We manage site code with an agile and repeatable release management process

3/12

We do not currently have a release management process in place We have a release management process, but deploy things as they are ready We have a full-fledged Agile process for management of our releases to Production

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We perform quality assurance testing on all of our site code before we release it to Production

4/12

We do not perform any form of quality assurance testing on our site We rely on third parties and partners to test our code for us We have a full-service quality assurance department (or partner) that utilizes best practice testing techniques We utilize test case automation to maximize the efficiency of smoke and regression testing Quality Assurance processes utilize a test case management system to manage test case coverage, traceability to requirements, and status.

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Our site is ADA compliant

5/12

We have not had an ADA audit performed We have had an ADA audit performed, and carried out the identified remediation. We have completed ADA remediation, and we keep abreast of all ADA changes to maintain compliance.

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We have PCI-based security processes in place

6/12

We don't have any PCI-based security processes or practices in place We have a defined security policy, and we perform security awareness training on an annual basis. We have PCI-based standards in place around tokenization, offsite checkout, customer credit card information, and password management. We have Standards in place to verify the PCI compliance of 3rd-party service providers that will have access to our systems and/or contribute code to the system. We have a documented Security Incident Response Plan that is reviewed periodically with all stakeholders We Perform internal penetration testing and Application Security testing at least annually and after any significant infrastructure or application upgrade or modification (such as an operating system upgrade, a sub-network added to the environment, or a web server added to the environment). Additionally, we have Implemented a risk-assessment process that is performed at least annually and upon significant changes to the environment. We have full Payment Card Industry compliance measures in place which address handling sensitive data and have received a ROC/AOC from a PCI Qualified Security Assessor if required.

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We have a dedicated analytics platform with customized tracking specific to our online goals

7/12

We have basic site tracking (Google Analytics Free), but we're not confident in the data Our analytics platform is accurate, but with limited tracking beyond OOTB (out-of-the-box) reporting We have trustworthy data tracking that reports back on the many events, dimensions, and metrics specific to our brand

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Our analytics program is completely integrated with our customer and marketing data

8/12

We do not have a unified view of our customers across marketing channels, devices, or offline/online We have a somewhat integrated view of our customers across the three levels of attribution: marketing, device, and offline behavior. We have a complete - or mostly complete - view of our customers across the three levels of attribution

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Our optimization testing program enables us to trial and validate both simple and robust user experience changes

9/12

We do not have A/B testing capabilities We have basic A/B testing capabilities, but limited expertise or resources to support a program We employ A/B and multi-variate testing and use segmentation to optimize the online experience

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We test our site with browser/platform/device matrices tied to our user base

10/12

A testing matrix does not exist and we handle all of our testing ad hoc as needed with little direction A testing matrix is being utilized tailored to our current user base site access patterns

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We utilize a tag manager to deploy tags, and our team is comfortable deploying or editing these tags

11/12

We don't utilize a tag manager While we utilize a tag manager, some tags are hardcoded, and we need vendor support to add new tags Our tags are managed through a tag manager, we have access to experienced analytics infrastructure stakeholders who are familiar with our systems, and we have defined processes to govern changes.

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