The Q4 2024 benchmarking report for UK garden room suppliers has just been published. Learn how the top 12 UK garden room suppliers perform across the digital space.
The latest Q4 2024 benchmarking report for UK garden room suppliers has just been published. It covers the largest 12 UK garden room suppliers, including Dunster House, Tuin, Forest Garden Group, Tiger Sheds, Quick Garden Ltd, Project Timber, Skinners Sheds & Log Cabins, Malvern Garden Buildings, Green Retreats, eDEN Garden Rooms Ltd, Crane Garden Buildings, and Crown Pavilions Ltd.
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 UK garden room suppliers to win brand exposure locally, online views, and discover new customers. The report highlights quick wins that will improve customer interest 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 Q4 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 12 garden room suppliers on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing brands, or request a copy of the report for the full review.
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.
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. UK garden room suppliers should minimise 4xx errors on their website, as broken pages can frustrate users and cause them to mistrust the brand.
Tiger Sheds reported the highest 4xx errors (114), and they should focus on checking these issues and amending them. Using SEO tools, conducting a site audit, and checking server logs allows brands to identify redirect issues, check for any current broken links, and provide insights into how redirects can highlight any suspicious errors.
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. UK garden room suppliers should take into consideration how a fast-loading website can attract and retain visitors. A fast-loading website also improves SEO performance, conversions, and a user’s engagement.
The mobile site speed for this quarter ranged between 70 and 2, with Vanguard reporting the lowest score. All companies should aim for at least a 50% score for mobile site speed to enhance a user’s attention. Improvements could include optimising images, disabling add-ons, minimising redirects, reducing page weight, and more.
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. UK garden room suppliers should focus on creating and uploading shareable content that other websites with a similar audience can backlink to.
A ‘good’ DA really comes down to how your competitors are performing however, it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA rating for this quarter ranged between 54 and 9, with eDEN Garden Rooms Ltd reporting the lowest DA score. This UK garden room supplier received backlinks from the fewest domains, and it can be harmful to a brand’s DA if they don’t receive backlinks from a variety of sources.
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. UK garden room suppliers should focus on increase their organic traffic across desktop and mobile, which requires following a successful keyword strategy and ensuring their website is easy to navigate across all devices.
Four of the suppliers received a decline in organic traffic on desktop, while five reported a loss on mobile. On the other hand, eDEN Garden Rooms Ltd secured the biggest increase on desktop (263%) and mobile (7,533%).
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. 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. UK garden room suppliers should be utilising all universal search features, especially ‘reviews’ and ‘images.
Tuin reported the highest Universal Search appearances (10,092), with the majority of these appearances coming from ‘reviews’. On the other hand, Malvern Garden Buildings received the fewest appearances (533) and should encourage past customers to leave an online review.
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. There are many longtail keyword options UK garden room suppliers could be using, such as ‘luxury garden rooms’ or ‘bespoke garden rooms’.
Tiger Sheds secured the most longtail keyword appearances for position 3 (739) and positions 4–10 (1,669). We can expect to see Dunster House creep up the scoreboard for position 3 given their results for positions 4–10 (1,231). Brands scoring appearances in these positions have a greater chance of ranking in SERPs.
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 UK garden room suppliers, Facebook ads are an opportunity to showcase their offerings to a new audience.
We’ve included an example of Tuin’s sponsored posts. This supplier should reduce text amount to make their ads easier to read at a glance as social media users are scrolling.
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. It's great for your engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Social media could be especially useful for promoting services and reaching a wider audience.
Dunster House has the largest Facebook page (106,700 Likes), while Forest Garden Group has the largest Instagram account (38,600 followers). However, Crane Garden Buildings received the highest total engagement rate (912) — which is an important metric that all suppliers should monitor.
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, even subconsciously, brands lose customer interest as they turn to other online appliance brands that can better meet their accessibility requirements.
Forest Garden Group received the highest accessibility alerts (322), while Skinners Sheds & Log Cabins reported the highest contrast errors (222). It’s important that suppliers focus on reducing alerts and contrast errors across their website to improve the web experience for those using a screen reader or for individuals with a colour vision deficiency.
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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