Adobe Digital Index's "Best of the Best (U.S.)" report illustrates how much brands can learn from industries outside of marketing. For instance, the retail industry has plenty to teach about social media and Web site stickiness; the financial services industry is ahead of the pack for targeting optimization; and media and entertainment lead in mobile phone visits. “I think the main point here is that brands can learn from marketers outside their industry,” says ADI principal Tamara Gaffney said.

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2014 Best of the Best
(U.S.)
Adobe Digital Index

2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is the Best of the Best
2
Overall average
for sites in this
industry
Difference
between average
and top quintile
average
Gap between top quintile and
average from 2013 to 2014.
Narrower means the gap is
closing. Wider means it is getting
bigger
Direction of trend in overall
average from 2013 to 2014.
Down means the trend is
going down and up means
the trend is going up.
Overall average of
the top quintile
Best of the Best refers to the companies using the marketing cloud who achieve results in the top 20%
(top quintile) when compared against others in their industry. Adobe Marketing Cloud customers are
already ahead of the masses through their investment in excellence so overall averages are already
better than non-cloud users, hence, Best of the Best

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Glossary / Methodology
3
− Smart Phone Share of Visits – Share of visits from a smart
phone
− Tablet Share of Visits – Share of visits from a tablet
− Stickiness - Percent of traffic that stays and engages with a site
− Visit Rate – Average monthly visits per visitor
− Video Start per Visitor – Average monthly video start per
visitor
− Click Through Rate – Percent of ad impressions that are clicked
− Social Media Interaction Rate - Comments, likes, shares, and
other interactions with a Facebook post
− Consumption – Average minutes per visit
− Conversion – Average orders/bookings per visit
Aggregate and anonymous data from 200 billion visits to 10,000-plus US
websites during the 2014 calendar year.

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Table of Contents
4
1. Share of Smart Phone Visits
2. Share of Tablet Visits
3. Visit Rate
4. Consumption
5. Video Starts per Visit
6. Conversion
7. Stickiness
8. Click Through Rate
9. Social Interaction Rate
10. Data Tables

5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smart Phone Share of Visits
5
 In every industry smart phone visits
are up versus last year and the gap
between the best and the masses is
getting wider.
 Media and Entertainment top
performers get over 50% of their
visits from mobile phones.
 Optimizing for smart phone traffic has
never been more important as
iPhone 6/6+ users are more likely to
consume more content for a longer
period of time.

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Tablet Share of Visits
6
 In every industry tablet visits are up
versus last year and the gap between
the best and the masses is getting
wider.
 In Q4, however, tablet visits have
started to decline likely as a result of
larger screened smart phones
 Tablet visits are still important but are
expected to continue to decline in
most industries except media and
entertainment.

7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Visit Rate
7
 Technology companies receive the
highest overall number of visits per
visitor in a month and have the
widest difference at 40% between the
best and masses.
 Overall visits per visitor are on the
decline in 2014 which indicates
greater need to focus on loyalty and
retention programs in Retail and
Travel & Hospitality in particular.

8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumption (in minutes)
8
 On average the amount of time spent
on websites this year was less per
visit than last year. This is due to the
dramatic increase in smartphone
traffic.
 Media & Entertainment which is
receiving the most smartphone share
is also seeing a 37% difference
between the best and the masses.
 Retail is the only category who has
seen time spent go up in 2014 and
the gap between the best and the
average is getting wider

9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Video Starts per Visit
9
 There is a huge difference in video
starts for the top 20 percent (75%).
The average monthly rate of video
starts per visitor per month is over 3
per week for the best which enable
much greater pre-roll inventory and
revenue opportunities.

10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Conversion
10
 Top performers get nearly double the
conversion rate of average and this
gap as well as the conversion rates
are all about the same as 2013.
 Overall mobile conversion rates are
lower than desktop and increasing in
frequency.
 Retail & Travel sites should
implement Apple Pay to streamline
mobile commerce transactions and
increase conversion rates

11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Stickiness
11
 45% of all visits to a Travel site last
more than one page but the best can
achieve 33% better results.
 In Retail the difference between
average and best is even more stark
with the best in category achieving
53% more sticky visits.
 In most cases the best are pulling
away from the rest with better mobile
design, personalized landing pages,
and optimized acquisition strategies.

12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Click Through Rate
12
 Programmatic ad buying is getting
tuned in as click through rates are up
in all categories except technology
 The best financial services, in
particular, have achieved huge
success in optimized targeting with
64% better click through rates than
the masses.
 In most industries the best are pulling
away from the masses to achieve
greater efficiency from their
acquisition campaigns.

13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Media Interaction Rate
13
 Posts from Retailers are the most
likely to be interacted with, but in
Financial Services we see the largest
spread between the average and best
receiving 1.1% greater social
interactions per post, a 41%
difference.
 Media and Entertainment is
surprisingly low in social interactions
per post which could be due to the
larger number of posts overall.
 With new product ads being made
available by Facebook, retail may see
an additional boost in the coming
months.