New research from Adobe has found that marketers in Australia and New Zealand who deliver best practices are pulling further away from their competitors.
The research also confirms that digital excellence can be closely linked to revenue growth and other business success metrics.
The Adobe Digital Index Best of the Best Benchmark for Asia Pacific compares the overall average versus websites in the top 20% on six key performance indicators across six regions: Australia and New Zealand, Southeast Asia, India, South Korea, Hong Kong, China and the United States. Key performance indicators are smartphone and tablet traffic, stick rate*, visits-per-visitor, time spent and conversion rate.
The research reveals insights into how the best digital marketing organisations are performing relative to the average. The research has previously been released in North America and Europe, the Middle East and Africa, and is now available in Asia Pacific for the first time.
“We are seeing a major gap developing between being average and being in the top 20% of marketers across Australia and New Zealand,” said Tamara Gaffney, Principal Analyst, Adobe Digital Index. “For conversion rates alone, the ‘best of the best’ websites in industries that sell online deliver nearly double the average conversion rate. They are proving that making a commitment to digital excellence can result in a significant increase in revenue.”
Key findings in the Best of the Best Benchmark for Australia and New Zealand (ANZ) include:
- Best websites optimised for smartphone visitors outperform average sites by 6.9%
- Australia and New Zealand, and Southeast Asia, have seen the most overall growth in tablet share; the best of the best sites achieve about 5% more tablet visits than the average
- Best websites are more engaging with high stick rates of 66% in comparison to average websites that stand at 46%
- Loyal return visitors for websites are key and difference in return visits for the best of the best websites was 34.9% higher than average websites
- Time spent on websites which is the best metric for site engagement for best of the best websites increased by 32.1% in 2013 compared to 2012 whilst it was a mere 1.2% increase for average websites
“There is no such thing as ‘offline’ any more. The data is telling us that delivering seamless experiences across devices and within social media is driving the best performance and leading to superior business performance,” Ms Gaffney said.
“Across Asia Pacific, those marketers delivering best in class are on par with top marketers around the world. For example, we can see that stick rate is higher across Asia Pacific than in the United States, the United Kingdom and Germany. This is a leading indicator of two important elements of website success – optimised marketing acquisition activities and homepage relevance and engagement.
“Finding out where your organisation falls within the tiers of the Benchmark will help identify strengths and weaknesses and can help marketers prioritise areas to focus on.”
To find out where your organization falls on within the Benchmark take Adobe’s Digital Marketing Maturity Assessment.
*Stick rate is the percentage of visits that last more than one page.
WhatsApp has reaffirmed its commitment to user privacy in a new global campaign, following controversial policy changes earlier this year. The Facebook-owned messaging platform revealed earlier this year it would be sharing certain data with Facebook as a condition of use, with the potential for this data to be used for targeted ads. The changes […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]
BIG W has joined forces with Verizon Media’s branded content division, RYOT Studio, to give Aussies a new way to shop Australia’s favourite annual toy sale, Toy Mania, using augmented reality (AR). In a first for BIG W, customers can scan a WebAR code to ‘place’ select outdoor toys from the Toy Mania sale virtually […]
Production of a reality TV show in the US has been halted indefinitely after an outbreak of “explosive diarrhoea” occurred on set. The new show is called Ultimate Slip ‘N Slide and is a competitive adult version based on the famous kid’s backyard summer sliding game. Filming had been taking place at a ranch in […]
The #SeeingRed campaign by Hey Girls UK uses discordance to its advantage, conveying the frustration and disempowerment of period poverty. Hey Girls UK are a period brand seeking to end period poverty in the UK, selling period underwear, cups, pads, and tampons. They run on a ‘Buy One, Give One’ scheme, where for every product […]
An upcoming film about the terrorist attack on a mosque in Christchurch, New Zealand, has been widely criticised for promoting a ‘white saviour’ narrative. Members of the Muslim community have also said it is “too soon” to fictionalise the shooting, which happened in 2019. White supremacist Brenton Tarrant murdered 51 worshippers at Al Noor Mosque, […]
Isentia has announced a takeover offer from Access Intelligence, which is subject to shareholder approval. Under the offer, Isentia shareholders will receive $0.175 per share in cash; this implies an Enterprise value of $67 million. Access Intelligence is a technology-led company delivering SaaS products that address the fundamental business needs of customers in the PR, […]
CHEP Tech, CHEP’s technology offering, has strengthened its Sydney team with new hires, including ex-Isobar engineering leaders, Tim Chapman and Kirill Frolov, alongside the promotion of Jacinta Karras to Head of Tech Programs and Charlotte Bruton’s role expansion from Head of Mixed Reality to Head of Innovation Strategy. Mark Gretton, chief technology officer of CHEP […]
After it was initially delayed, a Four Corners episode on QAnon, and a link between the conspiracy and PM Scott Morrison, aired last night. The ep – which had 722,000 viewers, as per OzTAM’s metro data – interviewed the family of Australian QAnon followed Tim Stewart. Stewart is a family friend of Morrison, who has publically […]
With the on-time deadline right around the corner, now is the time to submit your entry for B&T’s newest awards program, Best of the Best. On-time entries for Best of the Best will be accepted until 5pm (AEST) on Friday 25 June. And, while you can submit entries after this date for another week, it’s definitely best […]
New data, compiled by Deloitte and released by industry body Commercial Radio Australia, shows a rebound in radio advertising. According to the data, commercial radio advertising revenue for metropolitan stations jumped by 72.6 per cent in the month of May to reach $59.605 million from $34.534 million a year ago. The rise reflects a strong […]
Swedish bank Nordax has created a tool to urge people to buy less online – and to make smoothies instead. How we shop online is constantly evolving, with new ways to pay and get items delivered. Now, with a global pandemic keeping everyone bored at home, online shopping has reached new heights. Nordax Bank, a […]
It might still be June, but the deadline for entries into this year’s B&T awards is fast approaching (they’re due Monday 19 July at 5 PM, in case you were wondering). This year we’re helping you like never before with our new series, ‘How To Win A B&T Award’, where we speak with a host of judges, […]