Marketers who follow best practices are pulling further away from their competitors, according to the latest Adobe Digital Index (ADI) “Best of the Best Benchmark” report for the JAPAC region, which shows digital excellence closely linked to revenue growth and other business success metrics.
The best-of-the-best Web sites in industries that sell online prove that making a commitment to digital excellence can result in a significant increase in revenue. More specifically, delivering seamless experiences across devices and within social media is leading to superior business performance.
The tenets of this ethos can be applied to the use of smartphones by marketing departments. Retailers throughout JAPAC are getting it right—creating relevant, timely content to engage consumers via mobile.
ADI’s report found that JAPAC consumers are spending more time shopping through their phones, visiting sites more frequently, and staying longer at each location than in most other parts of the world.
The report clearly found that retailers in this region are strides ahead of the rest of world when it comes to connecting with customers, whether measured by mobile activity or closing sales.
Sourced during 2013 to 2014, the report is based on anonymous data from more than 100 billion Web site visits to more than 3,000-plus sites in Asia (Australia, New Zealand, China, Hong Kong, India, Japan, Southeast Asia, and South Korea). The region was also compared to the United States.
Once the data was analysed, it showed JAPAC retailers had become an unlikely beacon of smartphone marketing success, with consistent growth in traffic, as well as improvements in stickiness and various types of engagement.
Tablet Still Strong In ANZ
Australia and New Zealand led the way when it comes to tablet-based content delivery and engagement, thanks to the popularity of these devices in those countries. In other parts of the region, companies have had to pitch their campaigns to match the most popular interface.
“In Australia and New Zealand we're seeing the most tablet visits and the largest difference in terms of the best of the best and the rest,” said Tamara Gaffney, principal analyst at ADI. “There's something about Australia and New Zealand that the tablet is still holding strong and in other countries it's not.”
On the back of the data she has seen, Gaffney said if she had to choose a platform to develop for, the smartphone would be the “smartest” choice. “There is growth across the board—by industry and country. This is a definite change from last year, when tablets were all the rage,” she said.
Consumers Stick Around
Stickiness refers to when users go beyond the first page of a Web site, which is important, since it shows that the site is targeted and easy to navigate.
Countries throughout Asia seem to know how to design their sites well.
“For countries in Asia, stickiness, in general, is better than the United States on average, and the top performers are also better than the United States in every case,” according to Gaffney. “It means that Asia is really doing a good job of making sure that they either target the right people or have the right experience when people land.”
The reason stickiness is so important is that it leads to conversion. Businesses tend to be better at converting people who come back to their sites; the consumers are more loyal.
Loyal return visitors are critical for website success. Sites generally use search marketing to acquire traffic but could do more to remind former visitors to return through remarketing and well-targeted email and social media campaigns.
“Australia, New Zealand, and Hong Kong are at the top end at 2.2 visits per visitors per month. They are really a shining example of conversion for all marketers to look at. Australia and New Zealand amazingly are also achieving a high click-through rate relative to other countries,” Gaffney added.
The results clearly demonstrate the benefits that top marketers are reaping from digital. Those marketers in Australia and New Zealand delivering best in class are on par with top marketers around the world.
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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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