The Q3 2024 benchmarking report for UK blinds and shutters brands has just been published. Learn how the top 11 UK blinds and shutters brands perform across the digital space.
The latest Q3 2024 benchmarking report for UK blinds and shutters suppliers has just been published. It covers the largest 11 national blinds and shutters brands, including Hillarys, Blinds 2Go, Blinds Direct, Just Shutters, 247 Blinds, Eclipse Blinds, Shuttercraft, Homefair Blinds & Shutters, Shutterly Fabulous, Perfect Shutters, and Plantation Shutters.
The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other blinds and shutters brands to win brand exposure locally, drive online views, and generate orders. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q3 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
For a glance into just 6 of the metrics we evaluated these top 11 blinds and shutters brands on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing UK blinds and shutters brands or request a copy of the report for the full review.
The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long term viability, competitive advantage, and sustainability.
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. Having a technically sound website will ensure potential customers can find the information and products they're looking for when it comes to browsing for new blinds and shutters.
247 Blinds flagged 811 4xx errors, and it’s important that this brands addresses these errors to avoid a negative effect on SEO. 247 Blinds should fix broken internal links so that search engine crawlers can accurately index its site.
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. While site speed might not seem the most pressing issue for brands within the home interiors sector, blinds and shutters brands will still benefit from having a fast site which instils a positive impression of the brand from first click.
In our previous audit, the mobile site speed ranged between 58 and 12. This quarter, the mobile site speed range was between 56 and 8, with 247 Blinds flagged the lowest score. Upon closer examination, this brand should reduce page weight (especially on the homepage) and adopt lazy loading to improve download speeds.
Domain authority is an essential metric for measuring the effectiveness of SEO performance and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Blinds and shutters brands have a wealth of opportunity to build backlinks and improve their domain authority, and can work with external publications and bloggers to build trust, visibility, and referral traffic.
A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA for this quarter ranged between 61 and 4.2, with Homefair Blinds & Shutters flagging the lowest score for this category. This brand also reported the fewest backlinks and backlinks from the fewest number of domains — which can affect a brand’s overall DA score.
A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Only two blinds and shutters brands in our report have gained organic traffic year on year, which is unsurprising due to the cost of living crisis and need for many consumers to cut back on luxuries and outgoings.
Six brands reported a decline in organic traffic on desktop, and 8 reported a decline in organic traffic on mobile. Alternatively, Perfect Shutters saw a 287% increase in organic traffic on mobile, which could be due to an URL change or an improvement in its keyword strategy.
Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a site can appear for universal search results without being strong in standard rankings. Brands within home improvement sectors, such as blinds and shutters, should look particularly to Image Pack results as an opportunity to display products from the SERP itself, and entice users to visit their site.
Hillarys remains at the top of the scoreboard with the most Universal Search appearances (11,131), with the majority of these coming from ‘reviews’ and ‘images’. It’s important that all brands regularly assess their Universal Search appearances, and optimising images (including alt information and a meta description) is an effective way to improve overall appearances.
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. Blinds and shutters brands should be looking at high-potential keywords which show a strong conversion intention, such as 'buy blinds with fitting' or 'window shutters next day installation'.
Blinds 2Go secured the most longtail keyword appearances in position 3 (1,561), while Blinds Direct secured the most longtail keyword appearances in positions 4–10 (2,732). It’s important that all brands regularly assess their keyword strategy to ensure they’re using terms that their target audience uses.
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Facebook ads are a great way for blinds and shutters brands to reach people who are specifically looking to make improvements to their homes.
We’ve included examples of Hillary’s sponsored posts. This blinds and shutters brands uses vertical images and videos to tailor to those using a mobile, which is a wise move given that most people access social media from their mobile.
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Blinds and shutters brands can use social media to join in with trending homeware images and content, such as sharing seasonal styling inspiration along with any offers or sales events they're holding.
Blinds 2Go has the largest Facebook page (139,700 Likes) and the most Instagram followers (308,200). Brands can compete to increase their social media followers by running online contests and uploading content that’s valuable to their followers.
20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. For blinds and shutters brands, while it may be tempting to favour visuals over function, care should be taken that their site remains accessible and easy to read.
In our last audit, 247 Blinds raised some concerns with 81 contrast errors. This quarter, it’s slightly decreases these errors to 77, though it should assess colour options for text on banners to improve readability for those with a colour vision deficiency. Blinds Direct is still the brand to watch with 196 accessibility alerts (a slight reduction from 197 in our previous report), though it should assess redundant links and redundant title text to greatly reduce these alerts.
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Mike Movassaghi.
Photo by Emily Park on Unsplash