Is your website successfully attracting, informing, and retaining prospects and customers? Did you know that Adobe provides a tool—Edge Delivery Services—that helps your website realize all three of these goals? While I’ve discussed Edge Delivery Services from a technical perspective before, in this article I will concentrate on the revenue-producing benefits of this important Adobe Experience Cloud component.
What is Edge Delivery Services?
Edge Delivery Services can be accessed by developers via two Adobe Experience Cloud components: Adobe Commerce, previously known as Magento Commerce, and Adobe Experience Manager. In brief, Adobe Edge Delivery Services is a tool that improves delivery of web-based storefronts.
From the Adobe Commerce perspective:
Edge Delivery Services has landed in Adobe Commerce to create lightning-fast storefronts. Edge Delivery Services as a Commerce storefront combines market-leading CMS (content management system) capabilities such as document-based authoring with Adobe Commerce, SaaS services, and our new dropin components to empower business authors to create content quickly and easily — removing the need for complex developer skills while giving commerce managers unparalleled business agility.
Alternatively, you can view Edge Delivery Services from the perspective of Adobe Experience Manager Sites.
The new Adobe Experience Manager Sites now include Edge Delivery Services, a new set of composable services focused on maximizing the performance of your digital properties, at the point of customer interaction, and new content authoring and editing capabilities that enable any marketer to build, edit, and publish pages within familiar tools.
Regardless of how you approach it within the Adobe Experience Cloud ecosystem, Edge Delivery Services delivers tangible revenue-producing benefits that I will address later in this article.
Why Edge Delivery Services is Revenue-Producing
My previous post, “How to Implement Adobe Edge Delivery Services,” primarily focused on the technical aspects of an Edge Delivery Services implementation.
- AEM authoring vs. document-based authoring.
- Use of GitHub, the Java Content Repository (JCR), other technologies, and general Microsoft and Google business applications (Microsoft Word, Microsoft Excel, Google Docs, and Google Sheets).
In this article, I will focus more on WHY you should implement Edge Delivery Services, based on its capabilities for attracting, informing, and retaining prospects and the revenue-producing benefits your business receives from using it.
Attract, Inform, and Retain Prospects
The three main revenue-producing benefits from using Edge Delivery Services as your storefront are its ability to attract prospects and customers to your storefront, inform them with the correct information, and retain them and keep them from going to your competitors’ websites.
Let’s see how Edge Delivery Services helps in attracting, informing, and retaining prospects and customers.
Attract Prospects
Creating a storefront is not enough; if you build it, they may NOT come. You need to attract the right prospects to your website by ensuring that they know about it.
The “fast and snappy” shopping experiences delivered by using Edge Delivery Services serve to improve SEO rankings. While relevance is always the most important factor in how Google ranks pages, a page with fast load times could rank higher than an equally relevant page with a slower load time.
Inform Prospects
When your prospects make it to your website, you want to make sure that the site has correct, updated information.
Edge Delivery Services’ support of updating content via well-known tools such as Microsoft Word allows marketers to update sites quickly and ensure that visitors have the correct information. The content authors don’t have to learn technical functionality to publish their content, and web page designers can incorporate the content more quickly.
Retain Prospects
Finally, once your prospects arrive at your website, you want to keep them there. You don’t want them to abandon their online “shopping carts” and flee to a competitor’s website because of problems with your website.
As noted above, “fast and snappy” shopping experiences can keep your online storefront customers happy. But if your web page takes 6 seconds to load, one in two visitors may abandon you.
Edge Delivery Services delivers those fast shopping experiences that retain your customers, achieving near perfect Google Lighthouse scores when measuring site performance.
And you can continuously measure your site performance from the visitor perspective with Real User Monitoring (Sites RUM).
Revenue-Producing Benefits
As your Edge Delivery Services-powered website attracts, informs, and retains prospects, your revenue increases because of the increased performance. This was especially true when Maidenform, part of HanesBrands, implemented Edge Delivery Services and consistently achieved Google Lighthouse scores of between 95 and 100.
One executive was curious how quickly he could move through the site, and he found he could visit the home page, click on a product page, select a product, add it to a cart, and get to checkout — all before the cookie consent banner appeared.
Learning More About Edge Delivery Services
If you would like to learn more about Edge Delivery Services, there are two ways to do so.
Learning Opportunities in March
At the upcoming Adobe Summit, Shaun McCran is scheduled to host a session entitled “Boost Storefront Performance with Edge Delivery as a Progressive Migration [S305].” McCran will highlight the story of a customer’s progressive migration, starting with the home page and progressively migrating other pages on the website. This risk-mitigating migration yielded quantifiable benefits to the customer, including “improved page load time, SEO ranking uplift, and amazing content agility.”
Be sure to register for the Adobe Summit on March 17-20, 2025 in Las Vegas, Nevada to learn about these and other Adobe Experience Manager and Adobe Experience Cloud topics.
Realize Revenue-Producing Benefits Now
But perhaps you don’t want to wait two months to improve your site performance and your revenue. Perhaps you’re ready to move today and improve performance as soon as possible. If you’re ready to move forward, KBWEB Consult is ready to move with you to make your Adobe Experience Manager implementation a revenue-producing machine. Schedule a free consultation with me today.