Adobe Digital Index: Europe's Best Of The Best

Best of the Best Benchmark Adobe Digital Index | Europe | 2014

ADOBE DIGITAL INDEX | Europe Best of the Best

ADOBE DIGITAL INDEX

Best of the Best Benchmark (Europe)

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 and 6 geographies. Best of the Best refers to the companies using the Adobe 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. See how your online presence measures up.

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TABLE OF CONTENTS 1. Share of smartphone visits

2. Share of tablet visits

3. Stick rate

4. Click through rate

5. Minutes per visit

6. Consumption

7. Conversion

8. Glossary

9. Methodology

10. Tables


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How to read this report

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ADOBE DIGITAL INDEX

Share of smartphone visits

Smartphone visits surged in 2014 across all countries.

Best-of-the-best pulling away

For the second year in a row the gap between top performers and average has grown wider. UK, in particular has had the largest shift to mobile with the top sites already seeing more than 50% of the traffic coming from smartphones.

Optimizing for mobile is critical. Mobile visitors… • Search more than other visitors • Are more likely to open email links • Do more down-time browsing

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ADOBE DIGITAL INDEX

Share of smartphone visits

• The best-of-the-best in Media & Entertainment continue to see strong usage of smartphones and outperform the masses by 17%.

• Compared to the US, Financial Services in Europe are attracting more smartphone visitors but retail, travel and technology are attracting fewer.

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ADOBE DIGITAL INDEX

Share of tablet visits

Tablet visits also grew in 2014 but are starting to slow in some markets.

Tablet visits more important in Europe

All countries in Europe are seeing greater share of tablet visits than US sites overall. As with smartphones, tablet visit share is widening between the best-of-the-best and the masses.

Tablet visitors tend to • Purchase larger baskets in travel and online retail • Consume more digital video • Browse in more “fixed” mobile locations where WiFi is

available

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ADOBE DIGITAL INDEX

Share of tablet visits

• Retail is more impacted by increases to tablet visits in Europe while Media & Entertainment is more impacted in the US.

• Compared to the US, top industries in Europe have still not caught up to US site traffic

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ADOBE DIGITAL INDEX

Stickiness

Stickiness is a key measurement of acquisition and landing page performance and overall, the countries in Europe are performing better than the US.

Mixed bag versus last year

UK, Germany and Benelux have improved average stickiness rates versus 2013 but France and Nordics have seen stickiness rates fall. Top performers are widening the gap in this metric as well and in every country.

Increase Stickiness • Through improved mobile browsing experiences • With better audience targeting • By optimizing programmatic advertising buying

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ADOBE DIGITAL INDEX

Stickiness

• The best-of-the-best in Media & Entertainment continue to see strong usage of smartphones and outperform the masses by 17%.

• Compared to the US, Financial Services in Europe are attracting more smartphone visitors but retail, travel and technology are attracting fewer.

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ADOBE DIGITAL INDEX

Click-through-rate

Click-through-rate is an indicator of acquisition optimization

Programmatic buying improves results across the board

Every industry saw improvement in click-through rate last year as the gap between the best and the masses grew wider. Media & Entertainment, in particular, had the widest gap with the best receiving double the click-through-rate of the masses.

Improve CTR • Increase visits • Reduce acquisition expense • Improve site performance and conversion

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ADOBE DIGITAL INDEX

Visit rate (visits per visitor per month)

Higher visit rates reduce acquisition expense and improve ROI.

Visit Rates Generally Improve

All countries saw increase in visit rate versus 2013 and in keeping with the common theme, the best sites grew at an even faster pace. Performance in UK and Nordics leads all other regions in average and top performance. US laggs behind all but France.

Loyal visitors • Spend more on travel and retail • Consume more content • Convert at a higher rate

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ADOBE DIGITAL INDEX

Visit rate

• Telecom, Financial Services and Media sites are seeing the most return visitors.

• All industries in Europe are doing a better job of attracting return visitors with Financial Services standing out as an industry to emulate when establishing a loyal following is a key objective

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ADOBE DIGITAL INDEX

Consumption (in minutes)

Increasing time on site generally leads to greater ROI but could also indicate confusing or difficult navigation.

Most countries experiencing similar trends

Marketers looking to increase time spent engagement should look to Germany’s best for examples on how to build up the minutes. UK sites are receiving the shortest visits amongst all countries measured.

Longer visits • Lead to increased opportunities for advertising revenue • Should be tracked carefully and matched against drop-off

rates to identify confusing or difficult navigation

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ADOBE DIGITAL INDEX

Consumption

• The best in Telecom and Media and Entertainment is leading the pack with an average of over 10 minutes per visit.

• All industries in Europe are doing a better job of increasing visit length with Retail standing out as an industry to emulate when longer visits result in larger baskets and increased conversion rates.

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ADOBE DIGITAL INDEX

Conversion

For most sites, conversion events tie directly to revenue but are traditionally very low.

A tough year for conversion

Likely as a result of massive increases in smartphone traffic, conversion rates are down versus 2013 in every country. Only Germany, France and Nordics have seen the gap between the best and the masses grow. Still, best performers can achieve nearly double the conversion rate of the masses.

Getting to conversion • Requires vastly streamlined experiences for mobile visitors • Improved acquisition and engagement • More emphasis on loyal and return visitors

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ADOBE DIGITAL INDEX

Conversion

• The best in Retail are pulling away from the masses while Travel sites are losing ground.

• European retail sites are losing less ground due to mobile visitor impact than US retailers.

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ADOBE DIGITAL INDEX

Methodology This data is based on 100 billion visits during the 2013 and 2014 calendar year and is comprised of the aggregated and anonymous data from 3,000-plus websites in Europe (UK, Germany, France, Netherlands, Belgium, Luxemburg, Sweden, Norway, Finland).

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2014 2013 Change YOY

Average 30.7% 22.2% 8.4%

Best of the Best 52.0% 31.2% 20.9%

Difference 21.4% 8.9% 12.5% Gap

Percent Difference 69.7% 40.1% Wider Gap Change

Phone % Visits

United Kingdom


Average 21.9% 14.6% 7.3%

Best of the Best 33.5% 17.0% 16.4%



Germany


Average 21.3% 15.7% 5.6%

Best of the Best 31.7% 17.1% 14.6%



France


Average 24.8% 16.0% 8.7%

Best of the Best 36.8% 20.8% 16.0%



Nordics


Average 20.7% 13.9% 6.8%

Best of the Best 28.0% 17.6% 10.4%



Benelux


Average 23.6% 17.6% 5.9%

Best of the Best 37.9% 26.1% 11.8%



United States

ADOBE DIGITAL INDEX | Europe Best of the Best 18


Average 16.4% 13.1% 3.3%

Best of the Best 23.2% 17.5% 5.7%



Tablet % Visits

United Kingdom


Average 10.1% 6.8% 3.4%

Best of the Best 15.1% 10.1% 5.0%



Germany


Average 11.1% 8.4% 2.7%

Best of the Best 16.4% 12.5% 3.8%



France


Average 12.0% 9.1% 2.9%

Best of the Best 17.9% 13.7% 4.2%



Nordics


Average 14.2% 11.6% 2.6%

Best of the Best 21.2% 17.8% 3.4%



Benelux


Average 8.9% 7.6% 1.3%

Best of the Best 13.9% 11.6% 2.2%



United States



Average 48.0% 46.5% 1.4%

Best of the Best 71.8% 66.5% 5.3%



Stickiness

United Kingdom


Average 48.2% 48.0% 0.3%

Best of the Best 68.7% 64.7% 4.0%



Germany


Average 48.6% 48.6% -0.0%

Best of the Best 69.1% 67.6% 1.4%



France


Average 48.8% 48.9% -0.0%

Best of the Best 65.7% 64.1% 1.6%



Nordics


Average 52.6% 51.5% 1.1%

Best of the Best 71.4% 65.2% 6.2%



Benelux


Average 41.6% 42.0% -0.4%

Best of the Best 61.8% 59.4% 2.4%



United States



Average 2.19 1.90 0.30

Best of the Best 2.73 2.39 0.35

Difference 0.54 0.49 0.05 Gap


Visit Rate

United Kingdom


Average 1.67 1.50 0.17




Germany


Average 1.56 1.51 0.05




France


Average 2.07 1.62 0.45




Nordics


Average 1.74 1.52 0.22




Benelux


Average 1.62 1.53 0.09




United States



Average 6.07 5.89 0.17


Difference 1.89 1.91 -0.02 Gap

Percent Difference 31.2% 32.5% Narrower Gap

Change

Consumption

United Kingdom


Average 6.40 6.26 0.14



Percent Difference 40.5% 39.8 Wider Gap Change

Germany


Average 6.42 6.36 0.06

Best of the Best 8.29 8.48 -0.19



Change

France


Average 6.20 6.13 0.07



Percent Difference 31.4% 33.1 Narrower Gap

Change

Nordics


Average 6.53 6.12 0.41




Benelux


Average 6.13 5.69 0.45




United States



Average 1.6% 2.6% -0.98%

Best of the Best 3.3% 5.3% -2.05%

Difference 1.7% 2.8% -1.07% Gap


Change

Conversion

United Kingdom


Average 2.5% 2.6% -0.14%

Best of the Best 5.4% 5.3% 0.12%



Germany


Average 3.2% 3.8% -0.63%

Best of the Best 5.5% 5.7% -0.14%



France


Average 3.5% 4.3% -0.80%

Best of the Best 6.6% 6.6% -0.05%



Nordics


Average 2.1% 3.5% -1.45%

Best of the Best 3.6% 5.9% -2.34%



Change

Benelux


Average 1.8% 2.6% -0.73%

Best of the Best 3.5% 6.1% -2.55%



Change

United States



Average 24.4% 17.0% 7.4%

Best of the Best 34.6% 22.2% 12.4%



Industry Phone % Visits

Retail


Average 23.1% 16.6% 6.5%

Best of the Best 32.5% 23.9% 8.6%



Travel & Hospitality


Average 29.1% 22.1% 7.0%

Best of the Best 46.1% 30.9% 15.2%



Media & Entertainment


Average 19.8% 13.5% 6.3%

Best of the Best 26.0% 13.6% 12.4%



Financial Services


Average 15.2% 9.0% 6.2%

Best of the Best 26.5% 12.3% 14.2%



Technology


Average 35.0% 34.1% 0.9%

Best of the Best 88.6% 90.3% -1.7%



Change

Telecommunications



Average 13.6% 10.6% 3.0%

Best of the Best 21.2% 16.7% 4.5%



Industry Tablet % Visits

Retail


Average 13.2% 11.4% 1.8%

Best of the Best 19.4% 17.0% 2.4%





Average 13.2% 11.7% 1.5%

Best of the Best 19.7% 16.0% 3.7%





Average 8.2% 6.3% 1.9%

Best of the Best 13.1% 10.1% 3.0%



Financial Services


Average 6.6% 4.7% 1.9%




Technology


Average 7.3% 5.3% 2.0%




Telecommunications



Average 53.7% 53.6% 0.1%

Best of the Best 70.0% 67.9% 2.1%



Industry Stickiness

Retail


Average 55.7% 54.8% 1.0%

Best of the Best 72.1% 67.8% 4.3%





Average 46.9% 43.2% 3.7%

Best of the Best 73.8% 62.0% 11.8%





Average 48.0% 46.5% 1.6%

Best of the Best 71.6% 67.5% 4.0%



Financial Services


Average 36.5% 39.1% -2.6%

Best of the Best 51.6% 50.7% 0.9%



Technology


Average 52.2% 52.0% 0.2%

Best of the Best 79.8% 69.6% 10.1%



Telecommunications



Average 1.60 1.51 0.08




Industry Visit Rate

Retail


Average 1.41 1.39 0.02






Average 2.33 2.11 0.22






Average 2.20 1.92 0.28




Change

Financial Services


Average 1.78 1.52 0.25




Technology


Average 2.52 2.41 0.11




Change

Telecommunications



Average 6.95 6.76 0.20




Industry Consumption

Retail


Average 6.39 6.55 -0.16




Change



Average 7.07 6.78 0.29


Difference 3.26 318.5% 0.07 Gap




Average 5.95 5.55 0.40




Financial Services


Average 6.31 6.05 0.26




Technology


Average 7.23 6.65 0.58




Telecommunications


Industry Click Through Rate



Average 2.8% 2.6% 0.20%



Percent Difference 57% 58% Wider Gap Change

Retail


Average 3.2% 2.6% 0.60%






Average 2.9% 2.9% 0.00%






Average 2.2% 1.4% 0.80%




Financial Services


Average 1.3% 0.9% 0.80%




Technology


Average n/a n/a n/a

Best of the Best n/a n/a n/a

Difference n/a n/a n/a

Percent Difference n/a n/a n/a

Telecommunications

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Average 3.2% 3.5% -0.26%

Best of the Best 5.2% 5.5% -0.21%



Industry Conversion

Retail


Average 1.6% 2.2% -0.63%

Best of the Best 2.6% 4.2% -1.59%



Change



Average 1.4% 6.9% -5.52%

Best of the Best 3.7% 10.9% -7.19%



Change



Average 3.4% 4.2% -0.87%

Best of the Best 7.6% 9.8% -2.18%



Change

Financial Services


Average 1.1% 0.9% 0.15%

Best of the Best 1.6% 2.0% -0.46%



Change

Technology


Average 0.7% 0.5% 0.13%




Telecommunications



Average 26.6% 20.2% 6.4%

Best of the Best 40.1% 30.3% 9.8%



US Industry Phone % Visits

Retail


Average 31.1% 23.9% 7.2%

Best of the Best 40.7% 32.4% 8.3%





Average 35.5% 24.1% 11.4%

Best of the Best 50.9% 35.5% 15.5%





Average 13.8% 11.8% 2.0%

Best of the Best 20.5% 17.2% 3.2%



Financial Services


Average 19.0% 14.2% 4.8%

Best of the Best 32.7% 23.7% 9.0%



Technology


Average 25.6% 18.1% 7.6%

Best of the Best 37.1% 26.2% 10.9%



Telecommunications



Average 17.8% 12.4% 5.4%

Best of the Best 28.6% 19.9% 8.6%



US Industry Tablet % Visits

Retail


Average 17.4% 12.2% 5.2%

Best of the Best 26.3% 19.1% 7.2%





Average 26.1% 17.2% 8.9%

Best of the Best 39.5% 26.1% 13.4%





Average 8.7% 7.1% 1.6%

Best of the Best 13.7% 11.5% 2.2%



Financial Services


Average 12.3% 8.5% 3.7%

Best of the Best 21.8% 14.9% 6.8%



Technology


Average 17.7% 11.9% 5.8%

Best of the Best 26.1% 19.3% 6.8%



Telecommunications



Average 33.7% 38.1% -4.4%

Best of the Best 51.6% 55.3% -3.7%



US Industry Stickiness

Retail


Average 45.4% 50.4% -5.0%

Best of the Best 60.5% 62.4% -1.9%





Average 29.7% 33.4% -3.7%

Best of the Best 43.0% 46.3% -3.3%





Average 32.8% 37.3% -4.5%

Best of the Best 45.2% 47.2% -1.9%



Financial Services


Average 29.9% 32.8% -3.0%

Best of the Best 46.7% 49.9% -3.1%



Change

Technology


Average 36.1% 41.3% -5.1%

Best of the Best 60.2% 60.5% -0.3%



Telecommunications



Average 1.28 1.29 -0.01




Change

US Industry Visit Rate

Retail


Average 1.27 1.27 0.00




Change



Average 1.51 1.53 -0.01




Change



Average 1.26 1.29 -0.03




Change

Financial Services


Average 1.63 1.65 -0.02




Change

Technology


Average 1.62 1.67 -0.05




Change

Telecommunications



Average 4.89 5.33 -0.44




US Industry Consumption

Retail


Average 4.90 5.31 -0.41




Change



Average 5.73 6.40 -0.67


Difference 2.10 230.6% -0.20 Gap


Change



Average 4.07 4.02 0.05




Change

Financial Services


Average 5.75 6.18 -0.43




Change

Technology


Average 6.28 6.76 -0.47




Change

Telecommunications



Average 2.3% 2.4% -0.1%

Best of the Best 4.4% 4.5% -0.1%



Change

US Industry Conversion

Retail


Average 2.2% 1.9% 0.3%






Average NA NA NA

Best of the Best NA NA NA

Difference NA NA NA

Percent Difference NA NA NA



Average NA NA NA


Difference NA NA NA


Financial Services


Average NA NA NA


Difference NA NA NA


Technology


Average 1.1% 1.8% -0.7%




Telecommunications



Average -2.3% -3.3% 1.0%

Best of the Best -5.5% -8.1% 2.6%

Difference -3.2% -4.9% 1.6% Gap

Percent Difference -8.6% -19.1% NA

EMEA vs US Industry Phone % Visits

Retail


Average -8.0% -7.2% -0.8%

Best of the Best -8.2% -8.4% 0.2%


Percent Difference 9.9% 8.4% NA



Average -6.4% -2.0% -4.3%

Best of the Best -4.8% -4.6% -0.2%

Difference 1.6% -2.5% 4.1% Gap

Percent Difference 14.9% -7.1% NA



Average 5.9% 1.6% 4.3%

Best of the Best 5.6% -3.6% 9.1%



Financial Services


Average -3.8% -5.2% 1.4%

Best of the Best -6.2% -11.4% 5.2%



Technology


Average 9.4% 16.1% -6.7%

Best of the Best 51.6% 64.1% -12.6%



Telecommunications



Average -4.2% -1.8% -2.4%

Best of the Best -7.4% -3.2% -4.2%

Difference -3.2% -1.4% -1.8% Gap


EMEA vs US Industry Tablet % Visits

Retail


Average -4.3% -0.8% -3.4%

Best of the Best -6.8% -2.1% -4.7%





Average -12.9% -5.6% -7.4%

Best of the Best -19.8% -10.1% -9.7%





Average -0.5% -0.8% 0.3%

Best of the Best -0.6% -1.4% 0.8%



Financial Services


Average -5.7% -3.9% -1.9%

Best of the Best -9.9% -6.8% -3.1%



Technology


Average -10.4% -6.6% -3.8%

Best of the Best -15.0% -10.9% -4.1%



Telecommunications



Average 19.9% 15.4% 4.5%

Best of the Best 18.4% 12.6% 5.8%



EMEA vs US Industry Stickiness

Retail


Average 10.4% 4.4% 6.0%






Average 17.2% 9.8% 7.4%

Best of the Best 30.8% 15.7% 15.1%





Average 15.3% 9.2% 6.1%

Best of the Best 26.3% 20.3% 6.0%



Financial Services


Average 6.7% 6.3% 0.4%




Technology


Average 16.1% 10.7% 5.4%

Best of the Best 19.6% 9.2% 10.4%

Difference 3.5% -1.6% 5.0% Gap


Telecommunications



Average 31.7% 22.3% 9.5%

Best of the Best 51.2% 32.6% 18.6%



EMEA vs US Industry Visit Rate

Retail


Average 14.2% 12.0% 2.2%

Best of the Best 26.4% 18.3% 8.1%





Average 81.8% 58.4% 23.5%

Best of the Best 112.7% 78.8% 33.9%





Average 94.1% 63.1% 31.0%

Best of the Best 157.3% 127.6% 29.7%



Financial Services


Average 14.6% -12.7% 27.3%

Best of the Best 39.8% -55.8% 95.6%

Difference 25.2% -43.1% 68.3% Gap


Technology


Average 89.9% 74.1% 15.7%

Best of the Best 171.4% 171.8% -0.4%

Difference 81.6% 97.7% -16.1% Gap


Telecommunications



Average 2.06 1.42 0.64



Percent Difference 2% 1% NA

EMEA vs US Industry Consumption

Retail


Average 1.49 1.24 0.25






Average 1.34 0.37 0.96






Average 1.88 1.53 0.35




Financial Services


Average 0.55 -0.13 0.69

Best of the Best 1.86 -0.15 2.02

Difference 1.31 -0.02 1.33 Gap


Technology


Average 0.94 -0.11 105.2

Best of the Best 2.21 -0.05 225.6



Telecommunications



Average 0.9% 1.1% -0.2%




EMEA vs US Industry Conversion

Retail


Average -0.7% 0.3% -1.0%

Best of the Best -1.0% 0.9% -2.0%

Difference -0.4% 0.6% -1.0% Gap




Average NA NA NA


Difference NA NA NA




Average NA NA NA


Difference NA NA NA


Financial Services


Average NA NA NA


Difference NA NA NA


Technology


Average -0.4% -1.3% 0.9%

Best of the Best -0.1% -1.0% 0.9%



Telecommunications


Adobe Digital Index: Europe's Best Of The Best

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Transcript of Adobe Digital Index: Europe's Best Of The Best