ADOBE DIGITAL INDEX | Best of the best benchmark

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Without context, marketers are left wondering if their results are any good. The Best of the Best Benchmark report presents the average and top performing benchmarks across five industries — Retail, Media & Entertainment, Travel & Hospitality, Financial Services, and High Tech. See how your online presence measures up.

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ADOBE DIGITAL INDEX | Best of the best benchmark

  1. 1. Best of the Best Benchmark (US) ADOBE DIGITAL INDEX | 2014
  2. 2. ADOBE DIGITAL INDEX | Best of the Best Benchmark (US) - 2014 Without context, marketers are left wondering if their results are any good. The Best of the Best Benchmark report presents the average and top performing benchmarks across five industries — Retail, Media & Entertainment, Travel & Hospitality, Financial Services, and High Tech. See how your online presence measures up. Best of the Best Benchmark (US) ADOBE DIGITAL INDEX 01 Share of smartphone visits 02 Share of tablet visits 03 Stick rate 04 Pages per visit 05 Minutes per visit 06 Conversion rate 07 Methodology 08 Appendix Table of contents
  3. 3. ADOBE DIGITAL INDEX | Best of the Best Benchmark (US) - 2014 RETAIL HIGH TECH FINANCIAL SERVICES MEDIA AND ENTERTAINMENT TRAVEL AND HOSPITALITY 15.9% BEST OF THE BEST 9.0% AVERAGE 6.9% DIFFERENCE 26.5% BEST OF THE BEST 17.1% AVERAGE 9.4% DIFFERENCE 22.6% BEST OF THE BEST 14.3% AVERAGE 8.3% DIFFERENCE 17.0% BEST OF THE BEST 10.0% AVERAGE 7.0% DIFFERENCE 22.9% BEST OF THE BEST 15.0% AVERAGE 7.9% DIFFERENCE The best of the best continue to outperform the masses when it comes to optimizing for mobile browsing. The best-of-the-best in Media & Entertainment continue to see strong usage of smartphones and outperform the masses by 9.4%. Make smart sites. Smartphone users love email, search, and social media and are more likely to explore new sites. Creating a relevant and navigable smartphone experience is vital to gain and retain customers. Smartphone users: • Search more than other visitors • Are more likely to open email links • Do more down-time browsing Share of smartphone visits ADOBE DIGITAL INDEX 01
  4. 4. ADOBE DIGITAL INDEX | Best of the Best Benchmark (US) - 2014 RETAIL HIGH TECH FINANCIAL SERVICES MEDIA AND ENTERTAINMENT TRAVEL AND HOSPITALITY 9.6% BEST OF THE BEST 5.7% AVERAGE 3.9% DIFFERENCE 8.0% BEST OF THE BEST 6.0% AVERAGE 2.0% DIFFERENCE 12.1% BEST OF THE BEST 8.9% AVERAGE 3.2% DIFFERENCE 15.3% BEST OF THE BEST 12.0% AVERAGE 3.3% DIFFERENCE 11.3% BEST OF THE BEST 7.3% AVERAGE 4.0% DIFFERENCE The gap between the best-of-the- best and the masses is widening for Travel & Hospitality and Retail. Share of tablet visits ADOBE DIGITAL INDEX 02 Share of tablet traffic has remained relatively flat year- over-year, with Travel & Hospitality and Media & Entertainment seeing the most growth. The best-of-the- best Retail sites achieve nearly 55% more tablet visits than the average. Considering tablet users love gadgets, High Tech sites are likely missing opportunities. Put it on their tab. Tablet users are more affluent and among the most gadget-oriented consumers. They tend to use their tablets at home, often instead of their computers. Tablet users: • Enjoy rich media experiences and videos • Spend more money on retail and travel sites • Are easily frustrated by technologies that don’t work on tabs
  5. 5. ADOBE DIGITAL INDEX | Best of the Best Benchmark (US) - 2014 RETAIL HIGH TECH FINANCIAL SERVICES MEDIA AND ENTERTAINMENT TRAVEL AND HOSPITALITY 57% BEST OF THE BEST 40% AVERAGE 17% DIFFERENCE 78% BEST OF THE BEST 53% AVERAGE 25% DIFFERENCE 59% BEST OF THE BEST 41% AVERAGE 18% DIFFERENCE 66% BEST OF THE BEST 55% AVERAGE 11% DIFFERENCE56% BEST OF THE BEST 37% AVERAGE 19% DIFFERENCE The best-of-the-best Retail sites are able to improve their stick rate over the average by 51%. Stick rate ADOBE DIGITAL INDEX 03 Stick rate is the percentage of visits that last more than one page. The masses saw a slight decrease in stick rate year-over-year. The best-of-the-best, however, saw a slight increase year-over-year, indicating a more engaging marketing strategy. Be relevant and engaging. Stick rate is a leading indicator of two very important elements of website success — marketing acquisition activities as well as homepage relevance and engagement. Stick rates help: • Indicate if your marketing is targeting the right audience • Fine tune targeting and eliminate wasteful spending • Identify design improvement opportunities
  6. 6. ADOBE DIGITAL INDEX | Best of the Best Benchmark (US) - 2014 RETAIL HIGH TECH FINANCIAL SERVICES MEDIA AND ENTERTAINMENT TRAVEL AND HOSPITALITY 4.84BEST OF THE BEST 3.19 AVERAGE 1.65 DIFFERENCE 6.43BEST OF THE BEST 4.13 AVERAGE 2.30 DIFFERENCE 5.22BEST OF THE BEST 3.65 AVERAGE 1.57 DIFFERENCE 5.43BEST OF THE BEST 4.16 AVERAGE 1.27 DIFFERENCE 5.45BEST OF THE BEST 3.56 AVERAGE 1.89 DIFFERENCE The best-of-the-best Financial Services sites get over 55 higher pages per visit on average. Pages per visit ADOBE DIGITAL INDEX 04 Visit depth can be tricky, but for industries like Retail, Travel & Hospitality, and Media & Entertainment, higher pages per visit almost certainly lead to greater website success. The best-of-the-best in Retail outperformed the masses by 53% in pages per visit. When more is better. Sites with conversion objectives who are performing at the upper end of average should cross check their pages-per-visit metric against average conversion rates to ensure that greater pages equals better conversions.
  7. 7. ADOBE DIGITAL INDEX | Best of the Best Benchmark (US) - 2014 RETAIL HIGH TECH FINANCIAL SERVICES MEDIA AND ENTERTAINMENT TRAVEL AND HOSPITALITY 9.43MINUTES BEST OF THE BEST 7.17 AVERAGE 2.26 DIFFERENCE 8.45MINUTES BEST OF THE BEST 6.17 AVERAGE 2.28% DIFFERENCE 8.97MINUTES BEST OF THE BEST 6.63 AVERAGE 2.34 DIFFERENCE 7.15MINUTES BEST OF THE BEST 5.58 AVERAGE 1.57 DIFFERENCE 7.05MINUTES BEST OF THE BEST 5.28 AVERAGE 1.77 DIFFERENCE Surprisingly, High Tech sites saw greater time spent than Media & Entertainment. Minutes per visit ADOBE DIGITAL INDEX 05 Time spent on websites is generally higher this year, indicating that consumers are finding sites more engaging and the information more relevant. Financial Services sites have the biggest gap between the best-of-the-best and the masses, at 37% more minutes per visit. Click and stay a while. Time spent is the best metric for determining site engagement. While pages per visit help identify if time spent is due to confusion or complex traffic patterns, time spent transcends content type. Engagement equals success for every type of site and for Media & Entertainment, directly relates to advertising revenue.
  8. 8. ADOBE DIGITAL INDEX | Best of the Best Benchmark (US) - 2014 HIGH TECH TRAVEL AND HOSPITALITY RETAIL 2.9% BEST OF THE BEST 1.5 AVERAGE 1.4 DIFFERENCE 3.6% BEST OF THE BEST 2.1 AVERAGE 1.5 DIFFERENCE 4.2% BEST OF THE BEST 2.2 AVERAGE 2.0 DIFFERENCE The gap between the best-of-the- best and the masses is widening for Travel & Hospitality sites. Conversion rate ADOBE DIGITAL INDEX 06 The best-of-the-best sites in industries that sell online nearly double the average conversion rate. While percentage rates may seem small and conversion rates were mostly flat year-over-year, improvements of just a tenth of a percent can result in millions of dollars. Convert for success. Conversion rate is probably the key metric to determine revenue success for websites that sell online. Improvement in conversion of just a tenth of a percent can result in millions of dollars in incremental revenue. Cross tabbing conversion rate with device type is important as some of the greatest incremental opportunity comes from optimizing conversion for tablet users.
  9. 9. ADOBE DIGITAL INDEX | Best of the Best Benchmark (US) - 2014 This data is based on 210 billion visits during the 2013 calendar year and is comprised of the aggregated and anonymous data from 11,000-plus websites. Visit our website: adobe.ly/digitalindex Read our blog: adobe.ly/digitalindex Follow us: @adobeindex Ask a question or make a suggestion: digindex@adobe.com Methodology ADOBE DIGITAL INDEX 07
  10. 10. ADOBE DIGITAL INDEX | Best of the Best Benchmark (US) - 2014 ©2014 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. Android is a trademark of Google Inc. Windows is either a registered trademark or a trademark of Microsoft Corporation in the United States and/or other countries. iOS and iPhone are trademarks of Apple Inc, registered in the US and other countries. All other trademarks are the property of their respective owners. PC Average 85.0% 84.0% 70.0% 73.0% 78.0% Best of the Best 74.0% 75.0% 60.0% 61.0% 66.0% Absolute Difference -11.0% -9.0% -10.0% -12.0% -12.0% % Difference -12.9% -10.7% -14.3% -16.4% -15.4% Average 87.0% 87.0% 78.0% 77.0% 80.0% Best of the Best 78.0% 79.0% 67.0% 68.0% 71.0% Absolute Difference -9.0% -8.0% -11.0% -9.0% -9.0% % Difference -10.3% -9.2% -14.1% -11.7% -11.3% Average -2.0% -3.0% -8.0% -4.0% -2.0% Best of the Best -4.0% -4% -7.0% -7.0% -5.0% Absolute Difference -2.0% -1.0% -1.0% -3.0% -3.0% Gap Spread Narrower Narrower Wider Narrower Narrower Results Masses Op Masses Op BoB Op Masses Op Masses Op Appendix ADOBE DIGITAL INDEX High Tech FSI M&E Travel Retail Average 9.0% 10.0% 17.1% 15.0% 14.3% Best of the Best 15.9% 17.0% 26.5% 22.9% 22.6% Absolute Difference 6.9% 7.0% 9.4% 7.9% 8.3% % Difference 76.7% 70.0% 55.0% 52.7% 58.0% High Tech FSI M&E Travel Retail Average 7.0% 8.0% 13.5% 11.1% 12.4% Best of the Best 22.0% 13.0% 20.9% 17.6% 20.5% Absolute Difference 15.0% 5.0% 7.4% 6.5% 8.1% % Difference 214.3% 62.5% 54.8% 58.6% 65.3% High Tech FSI M&E Travel Retail Average 2.0% 2.0% 3.6% 3.9% 1.9% Best of the Best -6.1% 4.0% 5.6% 5.3% 2.1% Absolute Difference -8.1% 2.0% 2.0% 1.4% 0.2% Gap Spread Narrower Wider Wider Wider Wider Results Masses W BoB Op BoB Op BoB Op BoB Op SMARTPHONE Average 5.7% 6.0% 8.9% 12.0% 7.3% Best of the Best 9.6% 8.0% 12.1% 15.3% 11.3% Absolute Difference 3.9% 2.0% 3.2% 3.3% 4.0% % Difference 68.4% 33.3% 36.0% 27.5% 54.8% Average 5.2% 5.0% 7.6% 11.4% 6.8% Best of the Best 13.0% 7.0% 10.7% 14.0% 10.3% Absolute Difference 7.8% 2.0% 3.1% 2.6% 3.5% % Difference 150.0% 40.0% 40.8% 22.8% 51.5% Average 0.5% 1.0% 1.3% 0.6% 0.5% Best of the Best -3.4% 1.0% 1.4% 1.3% 1.0% Absolute Difference -3.9% 0.0% 0.1% 0.7% 0.5% Gap Spread Narrower Neither Wider Wider Wider Results Masses W Neither BoB Op BoB Op BoB Op TABLET Average 40.0% 53.0% 41.0% 55.0% 37.0% Best of the Best 57.0% 78.0% 59.0% 66.0% 56.0% Absolute Difference 17.0% 25.0% 18.0% 11.0% 19.0% % Difference 42.5% 47.2% 43.9% 20.0% 51.4% Average 38.0% 56.0% 44.0% 56.0% 39.0% Best of the Best 54.0% 79.0% 58.0% 67.0% 56.0% Absolute Difference 16.0% 23.0% 14.0% 11.0% 17.0% % Difference 42.1% 41.1% 31.8% 19.6% 43.6% Average 2.0% -3.0% -3.0% -1.0% -2.0% Best of the Best 3.0% -1.0% 1.0% -1.0% 0.0% Absolute Difference 1.0% 2.0% 4.0% 0.0% 2.0% Gap Spread Wider Wider Wider Neither Wider Results BoB Op BoB Op BoB W Neither BoB Op STICK RATE Average 3.19 4.13 3.65 4.16 3.56 Best of the Best 4.84 6.43 5.22 5.43 5.45 Absolute Difference 1.65 2.30 1.57 1.27 1.89 % Difference 51.7% 55.7% 43.0% 30.5% 53.1% Average 3.18 3.88 3.56 4.03 3.61 Best of the Best 5.51 6.43 5.22 5.43 5.45 Absolute Difference 2.33 2.55 1.66 1.40 1.84 % Difference 73.3% 65.7% 46.6% 34.7% 51.0% Average 0.01 0.25 0.09 0.13 -0.05 Best of the Best -0.67 0.00 0.00 0.00 0.00 Absolute Difference -0.68 -0.25 -0.09 -0.13 0.05 Gap Spread Narrower Narrower Narrower Narrower Wider Results Masses W Masses Op Masses Op Masses Op BoB Op PAGES/VISIT Average 7.17 6.17 6.63 5.58 5.28 Best of the Best 9.43 8.45 8.97 7.15 7.05 Absolute Difference 2.26 2.28 2.34 1.57 1.77 % Difference 31.5% 37.0% 35.3% 28.1% 33.5% Average 6.03 6.02 6.83 5.12 5.25 Best of the Best 7.99 8.07 9.01 7.12 7.16 Absolute Difference 1.96 2.05 2.18 2.00 1.91 % Difference 32.5% 34.1% 31.9% 39.1% 36.4% Average 1.14 0.15 -0.20 0.46 0.03 Best of the Best 1.44 0.38 -0.04 0.03 -0.11 Absolute Difference 0.30 0.23 0.16 -0.43 -0.14 Gap Spread Wider Wider Wider Narrower Narrower Results BoB Op BoB Op BoB Op Masses Op Masses W MINS. SPENT Average 1.5% -- 0.9% 2.1% 2.2% Best of the Best 2.91% -- 1.79% 3.62% 4.21% Absolute Difference 1.4% -- 0.9% 1.5% 2.0% % Difference 95.3% -- 98.9% 73.2% 87.9% Average 1.3% -- 0.9% 1.9% 2.3% Best of the Best 2.5% -- 1.8% 3.3% 4.2% Absolute Difference 1.3% -- 0.8% 1.4% 1.9% % Difference 100.8% -- 90.2% 73.3% 84.2% Average 0.02% 0.00% 0.00% 0.02% 0.00% Best of the Best 0.04% 0.00% 0.00% 0.03% 0.00% Absolute Difference 0.02% 0.00% 0.01% 0.01% 0.00% Gap Spread Wider Neither Neither Wider Neither Results BoB Op Neither BoB W BoB Op BoB W CONVERSION 2013 2012 GAP 08 *W = Won Op = Outperformed

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