The Q1 2025 benchmarking report for UK cleaning delivery brands has just been published. Learn how the top 10 UK cleaning delivery brands perform across the digital space.
The Q1 2025 benchmarking report for UK cleaning delivery brands has just been published. It covers the largest 10 UK cleaning delivery brands, including Dri-Pak, smol, Faith In Nature, Splosh, Spruce, Miniml, Reco, OceanSaver, Purdy & Figg, and Simple Living Eco.
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 cleaning delivery brands to win brand exposure and drive online sales. 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 Q1 report, click here. To get a copy of the full report and the key take-aways, please complete the enquiry form or schedule a call.
Q1 2025 Winners LEaderboard
For a glance into just 6 of the metrics we evaluated these top 10 online cleaning product delivery suppliers on, check out our quick-look table below;
Continue reading for further detail on this quarter's top and poorest-performing online learning providers, or request a copy of the report for the full review.
What The Industry Research Report Covers
The 70+ pages of research benchmarks each brand 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.
Driving Optimal ROAS from Paid Media Channels
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 under-perform. 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.
Pay-Per-Click Marketing
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q1 2025, the average monthly budget wastage across these cleaning delivery products sector was £39.20 with some of the top players in the market spending on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average CPC amongst advertisers, with the average of this metric being £4.70 . This highlights how competitive the market is and how important it is to control your budgets effectively. In this quarter, Purdy & Figg has the highest monthly budget wastage at £236, and Dri-Pak has the lowest budget wastage at £27.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Dri-Pak has the lowest monthly cost-per-click (CPC) at £9, and Faith In Nature has the highest at £25.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance.
Technical Website Compliance
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. For cleaning products brands, they'll need to ensure the site is easily navigable to direct users to their products as quickly as possible. These brands will also need to assess their internal linking structure and redirect any broken links to other product pages, when applicable.
Faith In Nature reported the most 4xx errors (104). It’s important that this brand follows a plan to reduce these 4xx errors, as they can increase bounce rates and reduce conversion rates, as visitors are less inclined to remain on a website that isn’t technically compliant.
Site Speed & Conversion Rate Performance
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. For cleaning products brands, they'll need to ensure the site is easily navigable to direct users to their products as quickly as possible. These brands will also need to assess their internal linking structure and redirect any broken links to other product pages, when applicable.
The mobile site speed for this quarter ranged between 96 and 57, with Faith In Nature flagging the lowest speed. All brands should aim for a minimum of 50% for their mobile site speed, and all brands achieved above this in this quarter. However, Faith In Nature remains at the bottom of the leaderboard, and they should ensure they’re using a mobile-friendly website theme and assess their website’s compliance, such as updating broken links and reducing page weight.
Building Competitive Advantage with Domain Authority
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, ie. ‘free’ traffic that isn’t gained through sponsored ads. Cleaning products brands have the opportunity to win exceptionally high value links if they seek partnerships with retailers to expand their online reach.
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 score for this quarter ranged between 62 and 12, with Simple Living Eco reporting the lowest DA score. This brand can increase their DA score by ensuring that they’re uploading high-quality content to their website, in particular writing content that provides real value to their audience, addresses their pain points, and offers something that their competitors don’t.
Organic Performance – Mobile & Desktop
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. The cost-of-living crisis has encouraged many consumers to look for ways to save money on their everyday essentials, like cleaning products. Many have resorted to homemade creations or sticking to store brands, so we’d expect to see a fall in traffic due to reflect this consumer decision.
Four of the brands received a decrease in organic traffic on desktop, with smol reporting the biggest drop (-92%). Meanwhile, 6 of the brands saw a decrease on mobile, with Simple Living Eco receiving the biggest drop (-98%). This data shows that, on average, these brands received more traffic to desktop than mobile, and they should spend time checking that their website is mobile-friendly.
Universal Search Opportunity
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 brand can appear for universal search results without being strong in standard rankings. 'Reviews' and ‘people also ask’ will be excellent ways for cleaning products brands to build trust with consumers, directly from the SERP.
Faith In Nature secured the most Universal Search appearances (4,211), with the majority of these coming from ‘reviews’. Other brands can increase their appearances for ‘reviews’ by asking customers to leave reviews across multiple websites, such as Facebook, Amazon, eBay, etc.
The Longtail Keyword Opportunity
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. Cleaning products brands will want to ensure they’re appearing for terms that include high-intent phrases, such as 'eco-friendly cleaning products’, ‘plastic-free cleaning solution’, or ‘kitchen cleaner for stubborn stains’.
Faith In Nature secured the most longtail keyword appearances for position 3 (760) and positions 4–10 (765). Although positions 1 to 3 tend to get the majority of clicks, positions 4 to 10 still capture a significant share of the click-through rate (CTR), especially for longtail keywords.
Facebook Adverts
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. For any cleaning products brand, Facebook ads are an opportunity to drive traffic to specific products. If they haven’t already done so, they should be promoting new releases or looking to expand brand awareness for their least-performing cleaning essentials.
We’ve included examples of smol’s sponsored posts. This cleaning product brand included emojis and bullet points to help make their posts more readability at a glance as social media users are scrolling through their feed.
Top Social Shares & Content
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. Social media provides many opportunities for cleanings products brands to share links to new products or a brand’s most-recent blog post. Brands should look to build a social media presence that’s not just focused on selling but on forming a relationship with their followers to build trust and authority.
Smol reported the most Facebook Likes (184,400), while Purdy & Figg reported the most Instagram followers (192,300). All brands should focus on uploading quality content that’s beneficial to their audience to help increase their social media following.
Website Readability & Accessibility
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 aren’t designed to meet these needs, brands lose customer interest as they turn elsewhere. Websites that aren’t accessible can frustrate consumers, resulting in them losing trust in your brand.
Splosh reported 82 accessibility alerts — the highest of all brands. It’s important that all brands aim to report zero accessibility alerts, as these can often mean that individuals with visual, hearing, motor, or cognitive impairments cannot fully access or navigate their website.
Get the full 70-page Q1 2025 Report
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 Daniele Levi Pelusi on Unsplash
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