Best of the Best Benchmark (EUROPE) ADOBE DIGITAL INDEX 2014

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1 Best of the Best Benchmark (EUROPE) ADOBE DIGITAL INDEX 2014

2 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 compares the overall average versus websites in the top 20% on 6 key performance indicators across six regions United Kingdom, France, Germany, BeNeLux, Nordics and United States. See how your online presence measures up against other sites and how overall averages are trending year-over-year. Table of contents 01 Share of smartphone visits 02 Share of tablet visits 03 Stick rate 04 Visits per visitor 05 Minutes per visit 06 Conversion rate 07 Methodology 08 Appendix

3 Share of smartphone visits Websites optimized for smartphone visitors generally see 60% difference in share of smartphone traffic than an average site. In the past year, the gap between average and best in class has grown in every single country. Make smart sites. Smartphone users love , 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. The best of the best continue to outperform the masses when it comes to optimizing for mobile browsing. 10.6% 6.5% AVERAGE 4.1% DIFFERENCE 10.2% 6.6% AVERAGE 3.6% DIFFERENCE 22.6% 13.5% AVERAGE 9.1% DIFFERENCE 12.3% 7.4% AVERAGE 4.9% DIFFERENCE 17.2% 10.6% AVERAGE 6.6% DIFFERENCE Smartphone users: Search more than other visitors Are more likely to open links Do more opportunistic browsing 22.7% 13.9% AVERAGE 8.8% DIFFERENCE 01

4 Share of tablet visits and BeNeLux have seen the most overall growth in tablet share (6.2 and 5.7% respectively), but growth is starting to slow. The best-of-the-best sites achieve about 5% more tablet visits than the average. Tablet use in Germany is significantly behind the rest of Europe. 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 The gap between the best-of-thebest and the masses is widening in every country. 11.5% 7.2% AVERAGE 4.3% DIFFERENCE 10.9% 7.1% AVERAGE 3.8% DIFFERENCE 17.0% 11.8% AVERAGE 5.2% DIFFERENCE 9.8% 14.5% 6.3% AVERAGE 3.5% DIFFERENCE 9.3% AVERAGE 5.2% DIFFERENCE 16.2% 10.9% AVERAGE 5.3% DIFFERENCE 02

5 Stick rate Stick rate is the percentage of visits that last more than one page. With the exception of Nordics, the masses saw a slight decrease in stick rate yearover-year. The best-of-the-best, however see a difference in stick rate from 29 to 45% versus the average underscoring the value of a better targeted acquisition campaign and more engaging site. Be relevant and engaging. Stick rate is a leading indicator of two very important elements of website success optimized 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 The best of the best sites increase the percentage of visitors who stay on site more than one page by an average of 16%. 63% 58% 40% AVERAGE 18% DIFFERENCE 45% AVERAGE 18% DIFFERENCE 60% 44% AVERAGE 16% DIFFERENCE 50% AVERAGE 14% DIFFERENCE 63% 47% AVERAGE 16% DIFFERENCE 55% 64% 38% AVERAGE 17% DIFFERENCE 03

6 Visits per visitor Return visitors have become critical for website success. The difference in return visits for the best-of-the-best sites is highest in the United States at 21.7%. Loyal visitors are a key to success. Sites generally use search marketing to acquire traffic but could do more to remind former visitors to return through re-marketing and well targeted and social media campaigns. More return visits offers: Reduced acquisition expenses Improved conversion and larger basket sizes Greater opportunities for customized experiences The best-of-the-best sites increase the amount of return visiting by as much as 21% AVERAGE.28 DIFFERENCE 1.32 AVERAGE.20 DIFFERENCE AVERAGE.19 DIFFERENCE AVERAGE.30 DIFFERENCE AVERAGE.18 DIFFERENCE AVERAGE.29 DIFFERENCE 04

7 Time spent Time spent on websites is way lower in 2013 than 2012 in every country but Nordics perhaps due to the increasingly focused PC or distracted mobile browsing session. In 2012 the average session time was around 6 minutes and has declined to around 5.5 minutes. Click and stay a while. Time spent is the best metric for determining site engagement. Time spent transcends content type. Engagement equals success for every type of site and for Media & Entertainment, directly relates to advertising revenue. European sites have higher time spent than the with France leading the pack MINUTES 5.53 AVERAGE 1.70 DIFFERENCE 8.61 MINUTES 7.21 MINUTES 5.37 AVERAGE 1.84 DIFFERENCE 6.36 AVERAGE 2.25 DIFFERENCE 8.15MINUTES 5.94 AVERAGE 2.21 DIFFERENCE 8.15MINUTES 5.99 AVERAGE 2.16 DIFFERENCE 7.79MINUTES 5.88 AVERAGE 1.91 DIFFERENCE 05

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 and conversion rates were mostly flat yearover-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. The gap between the best-of-thebest and the masses is widening in, France and Nordics. 1.6% AVERAGE 5.0% 3.2% 1.6% DIFFERENCE 3.4% 1.7% AVERAGE 1.7% DIFFERENCE 3.0% AVERAGE 2.0% DIFFERENCE 4.3% 2.2% AVERAGE 2.1% DIFFERENCE 3.6% 2.0% AVERAGE 1.6% DIFFERENCE 4.8% 2.5% AVERAGE 2.3% DIFFERENCE 06

9 Methodology This data is based on 579 billion visits during the 2012 and 2013 calendar years and is comprised of the aggregated and anonymous data from 19,000+ websites. Share of Smartphone Visits = phone visits/total visits Share of Tablet Visits = tablet visits/total visits Stick Rate = 1 (single-page visits/total visits) Visits per visitor = total visits/unique visitors last 30 days Time Spent = total minutes/visits Conversion = orders/visits Visit our website: cmo.com/adobe-digital-index.html Follow Ask a question or make a suggestion: digindex@adobe.com 07

10 Appendix Change Year-Over-Year France Germany BeNeLux Nordics France Germany BeNeLux Nordics France Germany BeNeLux Nordics SHARE OF SMARTPHONE VISITS Average 13.5% 6.5% 7.4% 6.6% 10.6% 13.9% Best of the Best (top 20%) 22.6% 10.6% 12.3% 10.2% 17.2% 22.7% Absolute Difference 9.1% 4.1% 4.9% 3.6% 6.6% 8.8% % Difference 67.3% 62.5% 66.6% 55.2% 62.2% 63.5% Average 8.5% 3.8% 3.7% 3.4% 8.5% 8.1% Best of the Best (top 20%) 14.9% 6.5% 6.2% 5.7% 14.9% 13.6% Absolute Difference 6.4% 2.8% 2.5% 2.3% 6.4% 5.5% % Difference 74.7% 74.0% 66.9% 67.1% 74.7% 68.4% Average 5.0% 2.8% 3.7% 3.2% 2.1% 5.8% Best of the Best (top 20%) 7.7% 4.1% 6.1% 4.5% 2.3% 9.1% Gap 2.7% 1.3% 2.4% 1.3% 0.2% 3.3% Change in Year-over-Year Wider Wider Wider Wider Wider Wider SHARE OF TABLET VISITS Average 11.8% 7.2% 6.3% 10.9% 9.3% 7.1% Best of the Best (top 20%) 17.0% 11.5% 9.8% 16.2% 14.5% 10.9% Absolute Difference 5.2% 4.3% 3.5% 5.4% 5.3% 3.8% % Difference 44.1% 60.0% 56.1% 49.1% 56.8% 53.2% Average 5.6% 2.9% 2.8% 5.2% 5.6% 4.1% Best of the Best (top 20%) 9.5% 5.0% 4.8% 8.6% 9.5% 7.2% Absolute Difference 3.9% 2.1% 2.0% 3.5% 3.9% 3.0% % Difference 70.7% 73.3% 71.0% 67.6% 70.7% 73.5% Average 6.2% 4.4% 3.5% 5.7% 3.7% 3.0% Best of the Best (top 20%) 7.5% 6.6% 5.0% 7.6% 5.0% 3.7% Gap 1.3% 2.2% 1.5% 1.9% 1.3% 0.7% Change in Year-over-Year Wider Wider Wider Wider Wider Wider STICK RATE Average 40% 45% 44% 50% 47% 38% Best of the Best (top 20%) 58% 63% 60% 64% 63% 55% Absolute Difference 18% 18% 16% 14% 16% 17% % Difference 45% 41% 37% 29% 34% 44% Average 41% 45% 45% 50% 41% 39% Best of the Best (top 20%) 57% 63% 62% 64% 57% 57% Absolute Difference 16% 18% 17% 14% 16% 17% % Difference 38% 40% 37% 29% 38% 43% Average -2% -1% -1% 0% 6% -1% Best of the Best (top 20%) 1% 0% -2% 0% 6% -2% Gap 2% 0% -1% 0% 0% 0% Change in Year-over-Year Wider Wider Narrower Narrower Wider Narrower VISITS/VISITOR Average Best of the Best (top 20%) Absolute Difference % Difference 20.0% 14.8% 14.2% 13.8% 20.8% 21.7% Average Best of the Best (top 20%) Absolute Difference % Difference 18.8% 12.4% 13.9% 18.9% 18.8% 23.8% Average 9.9% 6.5% 4.0% 5.3% 11.0% 5.9% Best of the Best (top 20%) 13.5% 10.5% 4.9% -0.6% 15.9% 4.5% Gap 3.6% 4.0% 0.9% -5.9% 4.9% -1.4% Change in Year-over-Year Wider Wider Wider Narrower Wider Narrower TIME SPENT Average Best of the Best (top 20%) Absolute Difference % Difference 30.8% 35.4% 37.3% 35.9% 32.4% 34.3% Average Best of the Best (top 20%) Absolute Difference % Difference 33.5% 34.8% 37.3% 33.8% 33.5% 34.3% Average -21.1% -28.1% -28.3% -35.8% 14.3% -36.3% Best of the Best (top 20%) -43.0% -34.3% -39.0% -35.3% 12.5% -48.7% Gap -21.9% -6.2% -10.7% 0.5% -1.8% -12.4% Change in Year-over-Year Narrower Narrower Narrower Wider Narrower Narrower CONVERSION Average 1.6% 3.0% 2.2% 2.0% 2.5% 1.7% Best of the Best (top 20%) 3.2% 5.0% 4.3% 3.6% 4.8% 3.4% Absolute Difference 1.7% 2.0% 2.0% 1.6% 2.4% 1.6% % Difference 104.5% 66.0% 91.2% 79.8% 95.9% 92.4% Average 1.4% 2.6% 2.1% 2.1% 1.4% 2.3% Best of the Best (top 20%) 2.9% 4.1% 4.2% 4.2% 2.9% 4.4% Absolute Difference 1.5% 1.5% 2.1% 2.1% 1.5% 2.1% % Difference 107.4% 58.4% 101.2% 101.5% 107.4% 93.4% Average 0.2% 0.4% 0.2% -0.1% 1.1% -0.5% Best of the Best (top 20%) 0.3% 0.9% 0.1% -0.6% 1.9% -1.0% Gap 0.1% 0.5% -0.1% -0.5% 0.9% -0.5% Change in Year-over-Year Wider Wider Narrower Narrower Wider Narrower Note: Absolute difference may not match due to rounding 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 and other countries. All other trademarks are the property of their respective owners.