Smartphone optimisation will be a priority for brands throughout the Asia-Pacific region, according to the latest “Best of the Best” report from Adobe Digital Insights (ADI). The report also found that average smartphone conversion rates are lagging those of desktops, underlining the need for increased regional mobile optimisation.
ADI’s analysis is based on aggregated and anonymous data from 100 billion visits to more than 3,000 websites in Asia during the 2015 calendar year.
Leaders Of The Pack
Japan and India have excelled in smartphone conversion rates and are setting the standard for the region. Average performers in Japan and India tied for the highest smartphone conversion rate at 1.5%. The “Best of the Best” performers in Japan achieved a 3% smartphone conversion rate, with the gap between average and top 20 performers narrowing.
This indicates that Japanese marketers have a better understanding of website visitors.
“We’ve done similar reports for both the U.S. and Europe, and APAC has the highest mobile conversion rates,” said Becky Tasker, managing analyst at ADI. “Leaders in these countries are proving that high conversion rates on smartphones are achievable.”
In Japan, Green Means Go
Smartphone traffic in Japan has increased steadily year over year (YoY), with the average rate reaching 37.9% of all website traffic. Front-runners are performing well ahead of the average, with smartphone traffic rates near 60%.
Behind Japan, South Korea averaged 31.6%. Top Asia-Pacific performers spent 2015 optimising for mobile, as indicated by the closing gap between the average and the top 20 performers.
Despite being one of the leaders for smartphone visits, South Korea’s website traffic still skewed towards desktops, while other countries had large levels of tablet traffic.
Looking beyond the two top-performing countries, India has also experienced a YoY increase in smartphone traffic despite being lower on the chart.
“India is interesting because it is often viewed as having bandwidth issues when it comes to mobile services. Average smartphone visits are increasing, so consumers are shifting to the mobile device,” Tasker said.
The gaps in smartphone traffic between the leading companies in Japan and India and the average are also increasing.
“There are companies that have figured out how to get around the bandwidth and network issues and are capitalising on smartphone visits,” Tasker said. “These leaders have found a way to engage on a smartphone.”
Country Versus Industry
Just as smartphone traffic increased in every APAC country, the industries surveyed are experiencing similar YoY increases. Telecommunications and media and entertainment are the standouts for smartphone visits, with an average of 44.3% and 37%, respectively.
“Many of these companies are based in the region. Think of mobile phone providers or manufacturers,” Tasker explained. “They recognise their home-country audience and are optimising their products for a successful experience.”
Industries that didn’t perform as well included financial services and technology, which are acquiring only 22.4% and 16.5% of their traffic from smartphones, respectively.
“This is similar to the trend we found across Europe and the U.S. Those two verticals are performing at a lower rate, but they are also seeing some increases,” Tasker said. “It’s important to acknowledge the increasing trend in smartphone traffic and optimise the best customer experiences for that medium.”
Smartphone and desktop stickiness decreased across the board in 2015, indicating engagement metrics have suffered regardless of device type.
Marketers should lean on the ADI analysis as a guideline, but it ultimately comes down to individual companies digging into their data for real insights into their customer bases, Tasker noted. “What are they performing well at and why? This should be revealed within different engagement or conversion metrics,” she said.
It’s not just about examining the wins; analysing why certain companies are not performing well within the website funnel is invaluable. Marketers would be well-advised to be on the lookout for significant consumer attrition on a particular page.
“Identifying those gaps, using a strategic testing plan, and identifying KPIs based on the data should help marketers understand their audience as a whole so they can start optimising their customer experiences,” Tasker concluded.
View the full report, below, or click here to view it on SlideShare.
About Adobe Digital Insights
Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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