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ADI 2015 Best Of The Best Report

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How does your brand stack up against the "Best Of The Best?" ADI defines “best of the best” as companies in the top quintile (20%) based on performance across website metrics such as visits, visit rate, consumption, video starts per visit, conversion, stickiness, and advertising metrics, including click-through rate and social interaction rate.

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ADI 2015 Best Of The Best Report

  1. 1. US BEST OF THE BEST 2015 ADOBE DIGITAL INDEX
  2. 2. Table of Contents ADOBE DIGITAL INDEX | US Best of the Best 2015 2 US Best of the Best 03 What is Best of the Best? 04 Smartphone Visits 05 Desktop Visits 06 Visit Rate 08 Consumption 09 Video Starts per Visitor 10 Conversion 11 Stickiness 13 Click Through Rate 14 Social Interaction Rate 15 Social Media Traffic Appendix 20 Methodology 21 Glossary 22 Tables US Top Social Performers 16 Top Performers Have Significant Social Presence 17 Retail and Media & Entertainment Have Largest Following Industries to Watch 18 Asia Pacific Leads in Smartphone Visits and Continues to Break Away 19 Europe Travel Shows Most Improvement in Conversion
  3. 3. What is the Best of the Best? The Best of the Best 2015 report refers to companies using the Adobe Marketing Cloud who rank in the top 20% of fellow Adobe clients in their industry on various key performance metrics. It is called the Best of the Best because Adobe Marketing Cloud customers are already ahead of the masses through their investment in excellence. ADOBE DIGITAL INDEX | US Best of the Best 2015 3 How to Read the Best of the Best: Industry being measured Overall average for sites in this industry Overall average for the Top 20% of sites in this industry Year-over-year change. Up arrow indicates increase, down arrow indicates decrease. Gap between Top 20% and average from 2014 to 2015. Narrower means the gap is closing. Wider means it’s increasing.
  4. 4. •  Consumers continue to rely more and more on smartphones to browse websites •  Every industry saw an increase in smartphone visits, and leaders widened the gap in every industry except Telecommunications •  The Top 20 in Retail, Travel & Hospitality, Media & Entertainment, and Automotive register more than 35% of total visits via smartphone ADOBE DIGITAL INDEX | US Best of the Best 2015 4 US BEST OF THE BEST Smartphone Traffic Grows, Especially for Leaders
  5. 5. •  All industries still have over half of their traffic originating from desktop devices •  Desktop visits remained particularly important for several industries, such as Financial Services, where reviewing or conducting transactions benefit from large screens ADOBE DIGITAL INDEX | US Best of the Best 2015 5 US BEST OF THE BEST Despite Mobile Growth, Desktop Traffic is Still Substantial
  6. 6. •  Consumers visited websites less frequently in 2015 in every industry •  Telecommunications had the highest average visit rate at 1.56 visits/month •  Retail, Travel & Hospitality, and Automotive had the lowest visit rates ADOBE DIGITAL INDEX | US Best of the Best 2015 6 US BEST OF THE BEST Visit Rate is Stagnant Across Industries
  7. 7. •  Average visit rate also dropped on Smartphone and Desktop devices in 2015 •  A dip in visit rate across devices could indicate one of two things: 1)  More efficient trips due to content optimization 2)  Less tolerance for poor website experiences ADOBE DIGITAL INDEX | US Best of the Best 2015 7 US BEST OF THE BEST Visit Rate is Stagnant Across Devices
  8. 8. •  Consumption, or time spent, declined for all industries, except Travel & Hospitality •  Consumption varies by device: visits on smartphones last half as long as desktop ADOBE DIGITAL INDEX | US Best of the Best 2015 8 US BEST OF THE BEST Mobile Optimization May Drive Shorter Consumption
  9. 9. •  Consumers watch more online videos on desktops than on smartphones •  Smartphone video viewing growth year-over-year is outpacing desktop (18% vs. 10%, respectively) •  Smartphone video viewing growth outpaced desktop growth for the Top 20 (34% vs. 13%, respectively) •  The growth in smartphone could indicate better optimization on smartphones, or the general shift to using larger screen phones ADOBE DIGITAL INDEX | US Best of the Best 2015 9 US BEST OF THE BEST Top Media & Entertainment Sites Focus on Video Optimization for Smartphones
  10. 10. •  Retail desktop conversion decreased 7% YoY, while smartphone increased +13% YoY •  Travel & Hospitality smartphone conversion growth outpaced desktop by 50% •  In both industries, smartphone conversion still remains lower than desktop, indicating the need for further mobile optimization ADOBE DIGITAL INDEX | US Best of the Best 2015 10 US BEST OF THE BEST Mobile Conversion Shows Momentum
  11. 11. •  Stickiness has decreased for every industry in 2015 •  The Top 20 in each industry outperform their peers by 44% •  Those who invest in methods to attract and retain traffic are breaking away through the use of relevant and engaging website experiences ADOBE DIGITAL INDEX | US Best of the Best 2015 11 US BEST OF THE BEST Consumers are Less Likely to Stay on a Website After Arrival
  12. 12. •  Stickiness decreased on smartphones and desktops in 2015 •  Stickiness is also lower on smartphones when compared to desktops for both the average performers and Top 20 ADOBE DIGITAL INDEX | US Best of the Best 2015 12 US BEST OF THE BEST Devices Are Also Seeing Stickiness Declines
  13. 13. •  Search click through rates (CTRs) increased for all industries •  The Top 20 have pulled away from the average in all industries except Financial Services •  Smartphone and desktop CTRs both increased, with average smartphone CTR performing 29% higher than desktop ADOBE DIGITAL INDEX | US Best of the Best 2015 13 US BEST OF THE BEST Paid Search Click Through Rate Increased
  14. 14. •  Social Media Interaction Rates are down in every industry except Media & Entertainment •  Facebook promoted paid display ad interaction, which may have changed budget and behavior to paid ads instead of free social interaction ADOBE DIGITAL INDEX | US Best of the Best 2015 14 US BEST OF THE BEST Social Media Global Interaction Rate Shifts to Paid Placements
  15. 15. ADOBE DIGITAL INDEX | US Best of the Best 2015 15 •  Media & Entertainment is the clear standout for driving traffic from social media efforts, with an average of 15% compared to 1% or less in other industries US BEST OF THE BEST Media & Entertainment Capitalize on Social to Drive Traffic
  16. 16. •  Top performers within every industry are all present on Twitter, Facebook, and YouTube •  Periscope has not been embraced fully by any industry ADOBE DIGITAL INDEX | US Best of the Best 2015 16 US TOP SOCIAL PERFORMERS Top Performers Have Significant Social Presence
  17. 17. ADOBE DIGITAL INDEX | US Best of the Best 2015 17 US TOP SOCIAL PERFORMERS Retail and Media & Entertainment Have Largest Following •  Retail and Media & Entertainment outperform the average social following by over 2x (2.2x and 2.4x, respectively) •  On average, each industry authors around 2,000 social posts per month •  Telecommunications has engaged the most with its audience – averaging over 10,000 in its social lifetime
  18. 18. •  Japan and South Korea have the highest average smartphone visits at 37.9% and 31.6%, respectively, exceeding the “Best” in most US industries. •  Will Japan and South Korea stay ahead of the game, or will the continuous shift of consumers to mobile devices force others to catch up? ADOBE DIGITAL INDEX | US Best of the Best 2015 18 INDUSTRIES TO WATCH Asia Pacific Leads in Smartphone Visits and Continues to Break Away
  19. 19. •  Conversion on Europe’s travel sites showed best conversion improvement YoY, growing 25% on smartphones and 15% on desktop •  Europe travel shows the strongest desktop and smartphone conversion rates when compared to US and Asia Pacific: •  Europe Desktop Avg: 4.2% •  Europe Smartphone Avg: 1.2% ADOBE DIGITAL INDEX | US Best of the Best 2015 19 INDUSTRIES TO WATCH Europe Travel Shows Most Improvement in Conversion
  20. 20. •  Consists of aggregated and anonymous data from 200 billion visits to 10,000+ U.S. websites, 100 billion visits to 3,000+ websites in Europe, and 100 billion visits to 3,000+ websites in Asia during the 2015 calendar year gathered via Adobe Analytics and Adobe Social. –  Country averages are based on the industries analyzed •  Social data is based on consumer data comprising of 500 million impressions in 2014 and 2015. Composed of aggregated and anonymous data from over 300 clients. •  Report based on 500 million engagements (mentions, likes, shares, “official” page likes and followers.) Blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube. Social engagements is publically available based on an aggregate total. Visit our website: adobe.ly/digitalindex Sign up for email alerts: http://www.cmo.com/adiregister.html Read our blog: adobe.ly/digitalindex Follow us: @adobeindex Ask a question or make a suggestion: digindex@adobe.com ADOBE DIGITAL INDEX | US Best of the Best 2015 20 ©2016 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. ADOBE DIGITAL INDEX Methodology
  21. 21. •  Share of Visits: Share of visits to a website by device •  Stickiness: Percent of traffic that stays and engages with a site •  Visit Rate: Average monthly website visits per visitor, overall and by device •  Video Start per Visitor: Average monthly video starts per visitor •  Click Through Rate: Percent of search ad impressions that are clicked •  Smartphone Traffic: Percent of visits to a website originating on a smartphone •  Social Media Traffic: Percent of website traffic driven by social media sites •  Social Media Interaction Rate: Global comments, likes, shares and other interactions with a Facebook post •  Social Presence: Official social accounts set up across Twitter, Facebook, Instagram, Pinterest, Youtube and Periscope •  Total Social Engagements: Interactions with a social account’s following, IE “Twitter Like,” “Pinterest Like” •  Social Authorship: Number of posts authored by an official Twitter handle •  Consumption: Average minutes per visit •  Conversion: Average orders or bookings per visit, overall and by device ADOBE DIGITAL INDEX Glossary 21ADOBE DIGITAL INDEX | US Best of the Best 2015
  22. 22. ADOBE DIGITAL INDEX Tables 22ADOBE DIGITAL INDEX | US Best of the Best 2015 M&E Travel Technology Finance Automotive Telecomm Retail Average 36.6% 26.1% 11.7% 14.5% 29.5% 16.8% 25.7% Best of the Best 52.9% 37.3% 19.5% 22.7% 36.0% 25.4% 39.6% Absolute Difference 16.3% 11.2% 7.8% 8.2% 8.3% 8.6% 13.9% % Difference 44.5% 42.9% 66.7% 56.6% 29.3% 51.2% 54.1% Average 54.6% 61.1% 84.0% 80.1% 57.4% 76.8% 63.3% Best of the Best 71.5% 73.7% 92.5% 89.2% 64.1% 89.8% 80.6% Absolute Difference 16.9% 12.6% 8.5% 9.1% 6.7% 13.0% 17.3% % Difference 31.0% 20.6% 10.1% 11.4% 11.7% 16.9% 27.4% Average 1.54 1.29 1.32 1.50 1.24 1.56 1.31 Best of the Best 1.85 1.40 1.50 1.99 1.31 1.87 1.51 Absolute Difference 0.31 0.11 0.18 0.49 0.07 0.31 0.20 % Difference 20.1% 8.5% 13.6% 32.7% 5.6% 19.9% 15.3% M&E Travel Technology Finance Automotive Telecomm Retail 30.3% 20.0% 9.0% 11.4% 22.0% 14.1% 20.3% 44.1% 29.7% 15.1% 18.0% 28.1% 24.1% 31.3% 13.8% 9.7% 6.1% 6.6% 6.1% 10.0% 11.0% 45.5% 48.5% 67.8% 57.9% 27.7% 70.9% 54.2% 60.3% 65.4% 86.3% 82.4% 64.1% 79.7% 67.0% 74.1% 74.7% 93.6% 90.1% 70.0% 92.5% 81.3% 13.8% 9.3% 7.3% 7.7% 5.9% 12.8% 14.4% 22.9% 14.2% 8.5% 9.3% 9.2% 16.1% 21.5% 1.56 1.30 1.35 2.00 1.25 1.67 1.32 1.88 1.40 1.55 1.50 1.32 1.85 1.50 0.32 0.10 0.20 -0.50 0.07 0.18 0.18 20.5% 7.7% 14.8% -25.0% 5.6% 10.8% 13.6% 2015 2014 SMARTPHONE SHARE OF VISITS DESKTOP SHARE OF VISITS VISIT RATE Average 27.1% 43.5% 28.8% 32.5% 50.7% 30.7% 41.8% Best of the Best 38.4% 60.0% 43.2% 51.7% 60.5% 44.2% 59.9% Absolute Difference 11.3% 16.5% 14.4% 19.2% 9.8% 13.5% 18.1% % Difference 41.7% 37.9% 50.0% 59.1% 19.3% 44.0% 43.3% 28.8% 46.6% 30.3% 35.4% 51.9% 34.1% 46.1% 40.2% 61.4% 45.2% 55.2% 60.8% 47.4% 61.6% 11.4% 14.8% 14.9% 19.8% 8.9% 13.3% 15.5% 39.6% 31.8% 49.2% 55.9% 17.1% 39.0% 33.6%STICKINESS
  23. 23. ADOBE DIGITAL INDEX Tables 23ADOBE DIGITAL INDEX | US Best of the Best 2015 CONSUMPTION (MINS SPENT) VIDEO STARTS/VISITOR SMARTPHONE M&E Travel Technology Finance Automotive Telecomm Retail Average 5.21 5.53 5.55 4.88 5.00 7.21 6.00 Best of the Best 7.05 7.29 7.24 6.61 5.93 8.07 7.94 Absolute Difference 1.84 1.76 1.69 1.73 0.93 0.86 1.94 % Difference 35.3% 31.8% 30.5% 35.5% 18.6% 11.9% 32.3% M&E Travel Technology Finance Automotive Telecomm Retail 5.52 5.52 5.62 4.93 5.01 7.30 6.01 7.43 7.25 7.35 6.76 5.91 8.31 7.95 1.91 1.73 1.73 1.83 0.90 1.01 1.94 34.6% 31.3% 30.8% 37.1% 18.0% 13.8% 32.3% 2015 2014 Average 0.55 n/a n/a n/a n/a n/a n/a Best of the Best 1.22 n/a n/a n/a n/a n/a n/a Absolute Difference 0.67 n/a n/a n/a n/a n/a n/a % Difference 121.8% n/a n/a n/a n/a n/a n/a Average n/a 0.7% n/a n/a n/a n/a 0.9% Best of the Best n/a 1.3% n/a n/a n/a n/a 1.6% Absolute Difference n/a 0.6% n/a n/a n/a n/a 0.7% % Difference n/a 85.7% n/a n/a n/a n/a 77.8% 0.46 n/a n/a n/a n/a n/a n/a 0.91 n/a n/a n/a n/a n/a n/a 0.45 n/a n/a n/a n/a n/a n/a 97.8% n/a n/a n/a n/a n/a n/a n/a 0.6% n/a n/a n/a n/a 0.8% n/a 1.0% n/a n/a n/a n/a 1.4% n/a 0.4% n/a n/a n/a n/a 0.6% n/a 66.7% n/a n/a n/a n/a 75.0% Average 0.79 n/a n/a n/a n/a n/a n/a Best of the Best 1.45 n/a n/a n/a n/a n/a n/a Absolute Difference 0.66 n/a n/a n/a n/a n/a n/a % Difference 83.5% n/a n/a n/a n/a n/a n/a 0.72 n/a n/a n/a n/a n/a n/a 1.28 n/a n/a n/a n/a n/a n/a 0.56 n/a n/a n/a n/a n/a n/a 77.8% n/a n/a n/a n/a n/a n/a CONVERSION SMARTPHONE VIDEO STARTS/VISITOR DESKTOP
  24. 24. ADOBE DIGITAL INDEX Tables 24ADOBE DIGITAL INDEX | US Best of the Best 2015 CONVERSION DESKTOP % OF SOCIAL TRAFFIC PAID SEARCH CTR SOCIAL MEDIA GLOBAL INTERACTION RATE M&E Travel Technology Finance Automotive Telecomm Retail Average n/a 2.4% n/a n/a n/a n/a 2.6% Best of the Best n/a 4.4% n/a n/a n/a n/a 4.6% Absolute Difference n/a 2.0% n/a n/a n/a n/a 2.0% % Difference n/a 83.3% n/a n/a n/a n/a 76.9% M&E Travel Technology Finance Automotive Telecomm Retail n/a 2.2% n/a n/a n/a n/a 2.8% n/a 3.7% n/a n/a n/a n/a 4.9% n/a 1.5% n/a n/a n/a n/a 2.1% n/a 68.2% n/a n/a n/a n/a 75.0% 2015 2014 Average 14.1% 0.9% 0.7% 0.5% 0.5% 0.5% 1.0% Best of the Best 29.1% 1.8% 1.4% 1.0% 0.9% 1.0% 2.0% Absolute Difference 15.0% 0.9% 0.7% 0.5% 0.4% 0.5% 1.0% % Difference 106.4% 100.0% 100.0% 100.0% 80.0% 1.0% 100.0% 7.0% 0.7% 0.7% 0.4% 0.3% 0.4% 0.8% 13.7% 1.3% 1.3% 0.8% 0.6% 0.7% 1.6% 6.7% 0.6% 0.6% 0.4% 0.3% 0.3% 0.8% 95.7% 85.7% 85.7% 100.0% 100.0% 75.0% 100.0% Average 4.0% 4.9% 5.1% 3.7% 1.5% n/a 3.2% Best of the Best 6.4% 7.7% 8.3% 5.1% 2.5% n/a 6.0% Absolute Difference 2.4% 2.8% 3.2% 1.4% 1.0% n/a 2.8% % Difference 60.0% 57.1% 62.7% 37.8% 66.7% n/a 87.5% 3.3% 3.5% 4.3% 3.4% 1.4% n/a 2.7% 5.3% 5.8% 7.3% 5.3% 2.2% n/a 4.3% 2.0% 2.3% 3.0% 1.9% 0.8% n/a 1.6% 60.6% 65.7% 69.8% 55.9% 57.1% n/a 59.3% Average 2.5% 2.4% 2.7% 1.2% 2.7% n/a 2.4% Best of the Best 3.5% 3.5% 3.4% 2.0% 3.4% n/a 3.6% Absolute Difference 1.0% 1.1% 0.7% 0.8% 0.7% n/a 1.2% % Difference 40.0% 45.8% 25.9% 66.7% 25.9% n/a 50.0% 2.3% 2.7% 2.9% 1.2% 2.8% n/a 2.6% 3.6% 4.1% 4.7% 2.0% 4.7% n/a 4.2% 1.3% 1.4% 1.8% 0.8% 1.9% n/a 1.6% 56.5% 51.9% 62.1% 66.7% 67.9% n/a 61.5%

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