Every­thing needs con­text. With­out con­text, mar­keters are left won­der­ing if their results are any good. For the first time in Asia, the Adobe Dig­i­tal Index team has released a much needed guide to the best in the region. Find­ing out where your orga­ni­za­tion falls within the tiers of the Bench­mark is cru­cial in help­ing to iden­tify strengths and weak­nesses and can help mar­keters pri­or­i­tize areas to focus on.

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 mobile and tablet traf­fic, stick rate*, visits-per-visitor, time spent and con­ver­sion rate.

The new research reveals that mar­keters across Asia Pacific who deliver best prac­tices are pulling fur­ther away from their com­peti­tors. The research also con­firmed that dig­i­tal excel­lence can be closely linked to rev­enue growth and other busi­ness suc­cess metrics.

Key find­ings in the Best of the Best Bench­mark for Asia Pacific include:

  • Web­sites opti­mized for smart­phone vis­i­tors in South Korea see nearly 90% dif­fer­ence in share of smart­phone traf­fic than an aver­age site; in the past year the gap between aver­age and best in class for mobile opti­miza­tion has grown in every coun­try. Mobile opti­miza­tion refers to web­sites which have been opti­mized for smart­phone visitors.



  • 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.


  • All coun­tries except South Korea saw an increase in stick rate year on year; India led all coun­tries with that nation’s ‘best of the best’ mar­keters improv­ing their stick rate by over 14% year on year.


  • The ‘best of the best’ web­sites increase the amount of return vis­its by as much as 25% com­pared to the aver­age across Asia Pacific.


  • Time spent on web­sites is higher in Aus­tralia and New Zealand, and South­east Asia, but has fallen year on year in all other countries.


There’s a major gap devel­op­ing between being aver­age and being in the top 20% of mar­keters across Asia Pacific. For con­ver­sion rates alone, the ‘best of the best’ web­sites in indus­tries that sell online deliver nearly dou­ble the aver­age con­ver­sion rate. 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.

It is evi­dent from the research that mak­ing a com­mit­ment to dig­i­tal excel­lence can results in a sig­nif­i­cant increase in rev­enue. It’s also encour­ag­ing to see that across Asia Pacific, those mar­keters deliv­er­ing best in class are on par with top mar­keters around the world, prov­ing we are a region to watch.

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.