The Q1 2024 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 2024 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 2024 Winners LEaderboard
For a glance into just 6 of the metrics we evaluated these top 11 online learning providers 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.
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.
For Q1 2024, Faith In Nature reported 778 4xx errors, and OceanSaver saw 354 4xx errors. Both brands must fix any broken internal links, as these errors prevent search engine crawlers from indexing your site. Broken links can also discourage consumers from continuing on a site, and they’re more likely to visit a competitor.
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.
For Q1 2024, Faith In Nature reported 778 4xx errors, and OceanSaver saw 354 4xx errors. Both brands must fix any broken internal links, as these errors prevent search engine crawlers from indexing your site. Broken links can also discourage consumers from continuing on a site, and they’re more likely to visit a competitor.
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 rating for this quarter ranged between 61 and 16, with 5 of the 10 brands scoring below 40. Simple Living Eco sat at the bottom of the leaderboard and had the lowest number of backlinks of all brands (86), which it should look to adopt to expands its DA rating.
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.
Seven of the 10 brands had an increase in mobile traffic YoY, with Purdy & Figg reporting a 345% increase in traffic. On the other end, Reco noted a 37% loss in traffic, and it should look for ways to expand brand awareness to encourage more organic online searches.
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 scored the most overall appearances for Universal Searches, with most impressions coming from the ‘image’ category followed by ‘reviews’. On the other hand, Splosh had the least appearances and should look to increase its appearances for ‘reviews’.
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 reported the most appearances for longtail keywords in the top three search engines (488) and the most for the top 4–10 pages. This means that this brand has the best opportunity to hold the top spot in the top three searches.
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.
Below, we’ve included examples of Dri-Pak’s sponsored Facebook posts. This brand uses vertical videos to optimise for mobile users. It should include audio to improve the conversion rate.
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.
Most brands favour Facebook, and smol had the largest Facebook page with 177,200 Likes and the largest Instagram following of 145,300. Interestingly, neither of these brands saw the highest total engagement rate across social media, but that trophy goes to Purdy & Figg, which had a total of 13,566 engagements.
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.
In this audit, Splosh flagged 71 alerts, which, under closer inspection, is mainly due to redundant title text. This brand must address these alerts to enhance accessibility for all of its consumers, as those using a screen reader won’t experience the website’s maximum potential.
Get the full 70-page Q1 2024 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.
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