Judging Criteria


Judges will read and pre-score all entry forms, considering any supporting materials submitted. Judges will be asked to give a score for each question within the entry form, as listed in the bullet points below.

These will be combined to give an overall score for each entry. All judges pre-scores will then be combined and the highest scoring entries will determine the shortlists.

Judges will meet to discuss the highest scoring entries and then agree on the winner for each category. The winners will be announced on Thursday 4 November during an awards ceremony in London.

The awards will be judged by some of the biggest names in digital and search marketing on our judging panel.

Entries should not exceed 1000 words in total and should relate to work undertaken between March 2020 – September 2021.

3 September

Early Bird Close

10 September

Entry Deadline

29 September

Judging Session

1 October

Shortlist Announcement

15 OCTOBER

Early Bird Ticket Close

4 November

Awards Ceremony

WEBSITE AWARDS

The judges will be rewarding exceptional website builds, relaunches and refreshes in the following verticals or platforms. The judges will be looking at the user experience, creativity, functionality, conversion and innovation of the website. Judges will consider both back end and front-end design and development.

Each entry must include information under the following headings:

• Website Overview & Strategy (1-10 points)
Provide the judges with a synopsis of what the website does and how it adds value to the end user. Please also provide details of the target audience and your overall strategy to reach them as well as the strategy to meet the overall objectives.

• Examples of implementation, innovation, conversion & creativity (1-10 points)
Give us a detailed explanation of how you implemented the website/app outlining the innovation you used to make this website/app stand out amongst the crowd. Please also detail the conversion stats for the website including any screenshots necessary to demonstrate this.

• Results & evaluation (1-10 points)
Relate these to the objectives and targets stated above. Provide actual numbers rather than percentages wherever possible.

• Why you should win this category (1-10 points)
What do you think sets your website apart from the other entries being judged? Judges will in particular be looking for the thing that makes this website unique.

Any entries that do not include information under all of these headings will be marked down. If appropriate you may include up to three pieces of supporting materials.

SOFTWARE / EXTENSION / INNOVATION AWARDS

The judges will be looking for a clear description of an outstanding innovation, software or extension, with indication of budget. Judges will be looking for new features/tools added in the last twelve months for these awards. They will also consider the structure, presentation and clarity of each entry.

Each entry must include information under the following headings:

• Overview of Innovation / Software / Extension
Provide a synopsis of what the tool does and how it adds value to the end user.

• Total budget
Detail costs associated with running the platform, technology or tool and how much you intend to or do sell the innovation/software/extension for.

• Existing problems & target audience (1-10 points)
Include details outlining the problems that this innovation, software or extension solves and how if at all these problems were previously dealt with. Detail who the target customers or users of this product are.

• USP & Features (1-10 points)
Outline what is the innovation/software/extension’s unique proposition. Highlight the major features that are unique to the innovation, software or extension which help solve a customer problem or benefit the customer positively.

• Key Metrics (1-10 points)
Detail what key metrics have you used to measure whether this innovation, software or extension is successful? I.e., does it save money, makes things faster, generate more revenue?

• Why should your Innovation, Software or Extension win? (1-10 points)
What single thing about your innovation, software or extension is not done by anyone else? What makes it stand out to be award worthy?

Any entries that do not include information under all of these headings will be marked down. If appropriate, you may include up to three pieces of supporting materials.

We also ask you to send a ‘UK eCommerce Awards’ log in to allow judges to be able to test and evaluate your product if they feel necessary.

Please note judging is based on the application form and the judges’ industry knowledge of the tools. They are a highly experienced judging panel with in-depth industry knowledge so the tool log ins requested are for any judges who feel that want to delve deeper into any claims / functionality detailed in the entry.

Please note if you’re unable to provide a login, please contact awards@dontpanicprojects.com.

CAMPAIGN / INITIATIVE / APP AWARDS

The judges will be looking for clear objectives, creative and effective implementation and tangible and demonstrable results in the campaign / initiative / app award categories. They will also consider the structure, presentation and clarity of each entry.

Each entry must include information under the following headings:

• Objectives & Budget (1-10 points)
Judges will be looking for what you were looking to achieve from the campaign / initiative / app and any targets that were set. We recommend showing targets as quantifiable metrics e.g., ‘Increase conversions from 150 to 300 a month’ rather than ‘Increase conversions by 10%’. Please include a breakdown of implementation costs, staffing costs, agency fees etc. All elements of the entry form are confidential and judges will not share this information. If you are unable to provide a detailed budget breakdown, please include the financial band your budget is within along with the percentage budget allocated for staffing costs, agency fees and media spend etc.

• Target audience & strategy (1-10 points)
Judges will be looking for details around the audience you were targeting and your overall strategy to reach them, as well as the strategy to meet the overall objectives.

• Implementation & creativity (1-10 points)
Provide a detailed explanation of your implementation for the campaign. Include screenshots to help visualise your entry. Provide information on the creativity of the campaign.

• Details of any challenges faced and how these were overcome (1-10 points)
Tell the judges what challenges were unique to you and how have you overcome them. What was the end result of overcoming these challenges?

• Results & evaluation (1-10 points)
Relate your results to the objectives and targets. Provide actual numbers rather than percentages wherever possible and show tangible results.

• Why should your campaign win? (1-10 points)
What do you think sets your entry apart from the other entries being judged? Judges will in particular be looking for the thing that makes this entries different to the others, what is unique?

Any entries that do not include information under all of these headings will be marked down. If appropriate you may include up to three pieces of supporting materials.

AGENCY / TEAM/ INDIVIDUAL AWARDS

Judges will be looking for agencies, teams or individuals that can demonstrate an ongoing and sustained commitment to delivering best practice while showing a creative and innovative approach. Judges will also consider the structure, presentation and clarity of each entry.

Each entry must include information under the following headings:

• Overview of the Agency / Team / Individual nominee
Provide an overview of the nominee. Include numbers, staff turnover, roles etc for agency and team nominations or current and previous job roles etc for individual nominations.

• Agency / Team / Individual objectives (1-10 points)
Tell the Judges what you were looking to achieve and any targets that have been set within the agency or team to help achieve your goals. What were your individual goals? We recommend showing targets as quantifiable metrics e.g., ‘Increase conversions from 150 to 300 a month’ rather than ‘Increase conversions by 10%’.

• Recent work example(s) (1-10 points)
Provide details of recent client or campaign work. How does your recent work display creativity and make your agency, team or individual stand out amongst others?

• Details of any recent achievements (1-10 points)
What makes your team or agency stand out? Please include details of any achievements you feel make your entry award worthy. What are you proud of?

• Details of any challenges faced and how these were overcome (1-10 points)
What challenges were unique to you and how have you overcome them. What was the end result of overcoming these challenges? Tell a story.

• Why should your Agency / Team / Individual win? (1-10 points)
Show the Judges what you feel makes you stand out amongst others and why you feel your entry is award winning. What makes you unique? What gives you the competitive edge?

Any entries that do not include information under all of these headings will be marked down. If appropriate you may include up to three pieces of supporting materials.