Adobe 2012 Digital Optimization Survey: Complete listing of survey results The Adobe 2012 Digital Optimization Survey received responses from over 1700 digital marketers. With expert contribution from ClickZ, this survey focused on four key areas of online marketing: social media, mobile, personalization, and the customer experience. Here is the complete listing of the charts and graphs from this survey. What is your business' primary marketplace? B2C, 4 B2B, 53% What is the primary focus of your online activities? Ad revenue - to create and sell advertising inventory, 4% Other, 5% Online Service - to provide online service or support, 12% Lead Generation - to generate leads that eventually become customers, Awareness/branding - to increase awareness for your company, 22% ecommerce - to sell products online, 24%
What is your business' primary industry? Travel & Leisure, 3% Financial Services, Other, High Tech, Manufacturing, Agency, Retail, 11% Business services, 13% Media, Publishing & Entertainment, 12% Where is your company located? APAC, 2% EMEA, 31% NA, 6 LATAM, 0% What is your average website conversion rate? 6-, 5% DID NOT ANSWER, 9+%, 1-2%, 2 0.6-0., 0-0.5%, 3-5%, 1 2
Which customer experience measurement and optimization strategies do you currently use? Other NONE Attribution modeling Automated recommendations 0. 1.5% 5.0% 9.5% Behavioral targeting 1 Mobile analytics Retargeting/remarketing Audience segmentation 22% 22% 23% Profile targeting (e.g., geography, segments, traffic source) On-site search Testing 32% 34% 34% Social sharing (e.g., social sharing icons on pages) 41% Social media analytics 4 Website analytics 8 0% 20% 30% 40% 50% 60% 70% 80% 90% 100% What percent of your marketing budget is allocated to optimization activities (including agency fees, professional services, and technology)? 51+% 3% DID NOT ANSWER 3% 26-50% 4% 16-25% 11-15% 13% 6-0-5% 4 0% 5% 15% 20% 25% 30% 35% 40% 45% 50% Select the top five optimization strategies you intend to employ within the next year? NONE Other 0% 0% Attribution modeling Automated recommendations 1 On-site search 22% Retargeting/remarketing Behavioral targeting Audience segmentation 2 2 2 Social sharing Testing Mobile analytics 31% 35% Profile targeting 40% Social media analytics 5 Website analytics 6 0% 20% 30% 40% 50% 60% 70% 80% 3
Who or what determines which promotion/marketing content is displayed on your site and in your marketing communications? Formal committee Periodic (e.g., time or calendar based) Agency/consultants 12% Metrics/performance-based Various departments lobbying for online space No process Informal group of stakeholders 1 Creative department 25% Head of online marketing 34% Marketing executives 5 0% 20% 30% 40% 50% 60% How would you describe your current targeting methodology? Offer affinity Abandon cart/lead form 1:1 Behavioral targeting Category affinity Offline customer/visitor information 1 Segment-based behavioral targeting 1 Order history 1 Very little/no targeting 32% Profile targeting 34% Manual 4 0% 20% 30% 40% 50% 60% Do you automate the personalization of content to site visitors based on their profile or behavior? Yes, 1 No, 83% 4
Are you currently retargeting site visitors based on previous on-site activity? Yes, 23% No, 7 What are your primary methods for retargeting? Targeted on-site offers, 3% Other (please specify), 1% Targeted emails, Display ads, 11% DID NOT ANSWER, 7 How do you optimize the relevance of your on-site search results? Behavioral activity 1 Use automated business rules 1 Visitor profile information 1 Manually tweak search results 2 No optimization 53% 0% 20% 30% 40% 50% 60% 5
100% How effectively does your on-site search display results based on the following: 90% 23.0% 80% 41.3% 46. 48. 70% 8.1% 58.2% 62. 60% Do not use 50% 40% 41.1% 13. 14.0% 14. Less effective Somewhat effective Very effective 16.5% 30% 30.4% 14.1% 27.0% 24. 20% 27. 18. 17.0% 14.5% 12.4% 12.3% 6.5% 6.0% 0% Keyword matching Top rated Targeted results Product or service Promotions Customizable content/products based on user availability business metrics profile (KPIs) Upon which criteria are your product or content recommendations based? Past behavior of individual visitor 1 Related product or content characteristics 1 Based on what other customers have viewed/purchased 20% Promotional products or company highlighted content 25% Newly available content Top selling products/most popular content No recommendation tool or process in place 3 0% 5% 15% 20% 25% 30% 35% 40% 45% Where on your site are you displaying product/content recommendations? Confirmation page Checkout page User profile page Shopping cart Search results page Category page 3 Homepage 45% Product/article page 4 0% 5% 15% 20% 25% 30% 35% 40% 45% 50% 6
What are your primary challenges when it comes to testing? Determining significance of test results Testing process is not scalable/manageable 1 Organizational support 2 No one to manage testing strategy and process 2 Knowing how to test effectively 2 Knowing what to test 3 Budget 42% Resource availability (e.g., creative, technical) 4 0% 5% 15% 20% 25% 30% 35% 40% 45% 50% How would you describe your organization's current approach to testing? My organization has adopted testing as a form of decision-making companywide My team has adopted testing as a form of decision-making 12% The marketing department has adopted testing as a form of decision-making 13% I have adopted testing as a form of decision-making Testing is not a priority in my company yet 52% 0% 20% 30% 40% 50% 60% In which areas are you conducting online tests? Shopping cart/forms Category pages 13% Display advertising Product pages 22% Paid search 2 Home page None 3 Landing pages 41% 0% 5% 15% 20% 25% 30% 35% 40% 45% 7
How would you describe your testing process? Sophisticated process 5% Complex process involving multiple departments and approvals Automated program determines significance and winner Vendor managed process Marketing staff controls which creative is posted to website 15% No process/ do not test 3 Manual test implementation and analysis 45% 0% 5% 15% 20% 25% 30% 35% 40% 45% 50% Choose the top three test variables that you have found are most effective at increasing conversion rates. Third-party credibility indicators (e.g. security seals) 5% Form fields Social Sharing (e.g. social sharing icons on pages) Steps/pages in conversion process 12% CTA Navigation elements 1 Page copy 22% Offers/promotions 25% Photos/images 2 Page layouts 35% Don't know 35% 0% 5% 15% 20% 25% 30% 35% 40% What are the three most effective rich media features on your site for increasing conversion rates? 3D visualization Color swatching Zoom/360spin/Alternative Images Interactive design tools 1 Interactive publications (e.g., microsites, catalogues, brochures) 35% 3 Video 44% 0% 5% 15% 20% 25% 30% 35% 40% 45% 50% 8
What are the top three rich media features you will be focusing on this year? Color swatching 3D visualization Zoom/360spin/Alternative Images Interactive design tools 2 Interactive publications (e.g., microsites, catalogues, brochures) 45% Video 61% 0% 20% 30% 40% 50% 60% 70% What are the top three social media strategies and tactics that are most effective for increasing conversion? User-created collections for sharing and purchase Collaborative custom product design (items, sets, outfits, etc) Live chat/instant messaging 13% User-generated content (e.g., images, video, audio) 15% 20% User comments/reviews/rating Blogs and social commnity pages 52% Social Sharing (e.g., Facebook, Twitter icons on pages) 70% 0% 20% 30% 40% 50% 60% 70% 80% What are the top three social media strategies and tactics you will be focusing on this year? User-created collections for sharing and purchase Collaborative custom product design (items, sets, outfits, etc) 12% Live chat/instant messaging 1 User-generated content (e.g., images, video, audio) 20% User comments/reviews/rating Blogs and social commnity pages 60% Social Sharing (e.g., Facebook, Twitter icons on pages) 7 0% 20% 30% 40% 50% 60% 70% 80% 90% 9
What are the top three mobile strategies that are the most effective at increasing conversion? Interactive design tools 5% Catalogs optimized for mobile 5% Videos - progressive download Check-in rewards Rich Product visualization Videos - live streaming location-based marketing 15% Social Sharing (e.g. Facebook, Twitter icons on pages) Advertising promotions, bar-coded coupons, QR codes 25% Mobile App 2 30% Mobile optimized website 35% 0% 5% 15% 20% 25% 30% 35% 40% What are the top three mobile strategies and tactics you will be focusing on this year? Interactive design tools 5% Check-in rewards Rich Product visualization Catalogs optimized for mobile Videos - progressive download Videos - live streaming location-based marketing 1 Social Sharing (e.g. Facebook, Twitter icons on pages) 24% Advertising promotions, bar-coded coupons, QR codes 30% Mobile App 34% Mobile optimized website 42% 0% 5% 15% 20% 25% 30% 35% 40% 45% Summary Conversion optimization is a strategic tool that empowers today s digital marketers to monetize significant consumer engagement and marketing investment opportunities. By taking action on rich data and content with small yet concentrated efforts to enhance the customer experience throughout the funnel, businesses can make an impact to the top- and bottom-line revenues. Key takeaways The key takeaways for achieving optimum conversion are: Achieve double-digit lifts in conversion by prioritizing optimization across your organization as a strategic process. Follow a data-driven approach to engagement and conversion that includes optimized content findability, automated recommendations and cross-sells, testing, and personalization, balancing acquisition, and optimization efforts to capitalize on missed opportunities along the funnel. Provide visitors with relevant, professionally produced and UGC video to entertain, engage, and empower. Optimize all mobile channels especially tablets to generate a higher ROI by delivering deviceappropriate, relevant experiences and promotions. Give consumers a participatory voice on social networks, but use moderation and measurement tools to guide conversations toward a positive impact for your business. 10
About Adobe Whether it s a smartphone or tablet app, game, video, digital magazine, website, or online experience, chances are that it was influenced by Adobe technology. Adobe tools and services enable its customers to create groundbreaking digital content, deploy it across media and devices, and then continually measure and optimize it based on data. By providing complete solutions that combine digital media creation with datadriven marketing, Adobe helps businesses improve their communications, strengthen their brands, and ultimately achieve greater business success. Adobe content authoring solutions lead the industry, enabling businesses to more effectively produce, distribute, and monetize digital content. Adobe also delivers the most innovative solutions for optimizing marketing campaigns and maximizing return on every marketing dollar. For more information Solution details: www.adobe.com Adobe Systems Incorporated 345 Park Avenue San Jose, CA 95110-2704 USA www.adobe.com Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Java is a trademark or registered trademark of Oracle and/or its affiliates. All other trademarks are the property of their respective owners. 2012 Adobe Systems Incorporated. All rights reserved. Printed in the USA. 4/12