Best of the Best Benchmark (US) Adobe Digital Index 2013
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1 Best of the Best Benchmark (US) Adobe Digital Index 2013
2 Table of contents 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. 01 Share of smartphone visits 02 Share of tablet visits 03 Stick rate 04 Pages per visit 05 Minutes per visit 06 Conversion rate
3 Share of smartphone visits Media & Entertainment sites see the highest proportion of visits from smartphones, but the best-of-the-best are able to attract 50% more smartphone visitors. Make smart sites. Smartphone users love , search, and social media and are more likely to explore new sites. Creating relevant and navigable smartphone experiences is vital to gain and retain customers. Smartphone users: Search more than other visitors Are more likely to open links Do more down-time browsing 4.2% 3.7% AVERAGE 0.5% DIFFERENCE 9.7% 17.4% 7.2% AVERAGE 2.5% DIFFERENCE 11.6% AVERAGE 5.8% DIFFERENCE 15.6% 10.9% AVERAGE 4.7% DIFFERENCE 16.1% 10.7% AVERAGE 5.4% DIFFERENCE 1
4 Share of tablet visits Travel & Hospitality and Retail sites receive the highest percentage of tablet visitors. The best-of-the-best Retail sites are able to achieve over 30% more tablet visits than the average. Considering tablet users love gadgets, the results expose a potentially large missed opportunity for High Tech sites. 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 2.8% 2.2% AVERAGE 0.6% DIFFERENCE 5.4% 4.5% AVERAGE 0.9% DIFFERENCE 9.1% 6.9% AVERAGE 2.2% DIFFERENCE 12.6% 11.2% AVERAGE 1.4% DIFFERENCE 13.3% 10.1% AVERAGE 3.2% DIFFERENCE 2
5 Stick rate Stick rate is the percentage of visits that last more than one page. The best-of-the-best Financial Services sites are able to improve their stick rate over the average by 20% to achieve a 72% stick rate. 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 51% 45% AVERAGE 6% DIFFERENCE 49% 39% AVERAGE 10% DIFFERENCE 72% 52% AVERAGE 20% DIFFERENCE 65% 55% AVERAGE 10% DIFFERENCE 68% 57% AVERAGE 11% DIFFERENCE 3
6 Pages per visit 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. 4.18PAGES 3.51 AVERAGE 0.67 DIFFERENCE 6.30PAGES 4.17 AVERAGE 2.13 DIFFERENCE When more is better. Sites with conversion objectives who are performing at the upper end of average should cross check their pagesper-visit metric against average conversion rates to ensure that greater pages equals better conversions. 5.19PAGES 4.18 AVERAGE 1.01 DIFFERENCE 5.99PAGES 5.03 AVERAGE 0.96 DIFFERENCE 8.53PAGES 6.68 AVERAGE 1.85 DIFFERENCE 4
7 Minutes per visit Not surprisingly, Media & Entertainment shines, not only in total time spent, but in overall improvement among top performers. As sites continue to add video and rich media, minutes per visit will increase. 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 MINUTES 7.15 AVERAGE 0.61 DIFFERENCE 6.77MINUTES 6.09 AVERAGE 0.68 DIFFERENCE 8.81MINUTES 7.51 AVERAGE 1.30 DIFFERENCE 11.84MINUTES 8.88 AVERAGE 2.96 DIFFERENCE 9.29MINUTES 7.70 AVERAGE 5.59 DIFFERENCE 5
8 Conversion rate The best-of-the-best sites in industries that sell online nearly double the average conversion rate. While percentage rates may seem small, improvements of just a tenth of a percent can result in millions of dollars. 1.6% 1.0% AVERAGE 0.6% DIFFERENCE 5.4% 3.4% AVERAGE 2.0% DIFFERENCE Convert for success. Conversion rate is probably the key metric to determine revenue success for websites that sell online. Cross tabbing conversion rate with device type is important as some of the greatest incremental opportunity comes from optimizing conversion for tablet users. 2.9% 2.1% AVERAGE 0.8% DIFFERENCE 6
9 Methodology This data is based on 15 billion visits in January 2013 and is comprised of the aggregated and anonymous data from 600+ websites. Visit our website: adobe.com/go/digital_index Read our blog: blogs.adobe.com/digitalmarketing/?s=digital+index Ask a question or make a suggestion: digindex@adobe.com
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