The Q2 2022 benchmarking report for UK high street fashion brands has just been published. Learn how the top 12 UK high street fashion brands perform across the digital space.
The latest Q2 2022 benchmarking report for UK High street fashion brands has just been published. It covers the largest 12 national high street fashion brands, including Monsoon, River Island, Superdry, Oasis, White Stuff, H&M, New Look, Matalan, Next, Zara, Fat Face and Joules - it highlights year-on-year digital performance, plus winner and loser comparisons in 20+ online performance metrics.
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 high street fashion brands to win brand exposure locally, online orders and in-store footfall. 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 Q2 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.
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 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.
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.
We noted that high street fashion brands generally are very strong when it comes to avoiding website errors, particularly when compared to other sectors we have reviewed. However, New Look’s significant 7,945 4xx errors when crawling their website makes them an unfortunate anomaly! New Look must ensure that users are not being directed to dead ends on their site, which could lead to them turning elsewhere out of frustration.
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 high street fashion brands, mobile page speed is especially important as users looking for stores near them will, most likely, be on a mobile device. In our research, we discovered that only two of the twelve high street fashion brands in our report achieved an ‘okay’ score of 50-89, indicating that most of these brands have some serious work to do on improving their mobile page speed. Matalan sped ahead of the other brands with a great score of 79 whilst White Stuff was the at the back of the pack with a score of 1.
Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gage of how effective your site is at achieving organic traffic, ie. ‘free’ traffic that isn’t gained through sponsored ads.
Domain authority is considered average between 40 and 50, good between 50 and 60, and excellent above 60. ‘Good’ DA score depends on the competition level of the industry. However, a ‘good’ DA really comes down to how your competitors are performing. In our research, UK high street fashion brands saw their domain authorities all range within the excellent score category, from an excellent score of 89 from H&M, to a score of 62 from White Stuff. Whilst all these twelve companies have excellent score, the ones at the lower end can still catch up to be more on par with their competitors, by focusing on building a stronger backlink profile to increase their domain authority.
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.
Continuous improvement and optimisation is also needed to secure traffic year on year. We found that only half of the UK high street fashion brands have achieved year on year growth in mobile traffic. Concerningly, Joules and Matalan have seen the biggest loss with -22% and -21% respectively.
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.
Image pack seem to be the most popular universal search result UK high street fashion brands are optimising for, with Next achieving 124,700 image pack results (the most of all brands). However, high street fashion brands generally appear to be underusing any universal search opportunities.
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.
Oasis are ranking for no long-tailed keywords in positions 1-3. Though Oasis are ranking for 58,757 long-tailed keywords overall, nearly all of these are ranking outside the top 20. Oasis should be looking at how to improve their rankings on existing long-tailed keywords, but also at how they can expand their strategy to include new specific search terms.
With the number of Facebook users in the United Kingdom (UK) forecast to hit over 42 million users by 2022, 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.
Below, we can see examples of H&M’s Facebook ads. They’ve used bold, strong, creative to capture the attention of users, and included call to actions in the center of the images to draw the customers eyes in. These are great techniques the other high street fashion brands can be looking at. Additionally adding any deals and prices on the images can also gain traction.
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.
With high street fashion brands stocking a range of products, there should be a wide variety of content opportunities for these brands to jump on. However, while many of these brands are showing a consistent content output, Monsoon and Superdry are both lagging behind when it comes to content production. This is a missed opportunity for these brands, who could be sharing more content, getting involved in the social media crazes, and sharing information about special offers.
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.
Compared to many sectors we have reviewed, high street fashion brands appear to have reasonably accessible sites with fewer errors than we typically see. However, brands which are still seeing errors, such as Joules’ 1,023 alerts, should still be reviewing and optimising their accessibility.
3.42 seconds are all it takes for a user to judge a site solely on its appearance. For sites with a low clarity score, this means users are getting a poor impression of your brand and aren’t seeing your vital cues to convert.
White Stuff achieved the best clarity score of 92. However, with River Island only slightly behind, on 90, White Stuff have plenty of opportunity to widen this gap and ensure their website becomes even clearer and easier to use.
Additionally, we use attention maps to judge user behaviour and assess how customers are interacting with a site. You can see from these examples just how wildly different site designs can impact user attention;
For a glance into just 6 of the metrics we evaluated these top 12 high street fashion brands on, check out our quick-look table below;
If you want to explore how you can improve your performance relative to your competitors, reduce media spend wastage and drive more performance from less, read the 10 Week Performance Accelerator Programme for CMO’s & Marketing Leaders.
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 Alexander Kovacs on Unsplash