The Q4 2024 benchmarking report for UK home blood and allergy testing kit suppliers has just been published. Learn how the top 12 UK home blood and allergy testing kit suppliers perform across the digital space.

The latest Q4 2024 benchmarking report for UK home blood and allergy testing kit suppliers has just been published. It covers the largest 12 UK home blood and allergy testing kit suppliers, including Everly Health, LetsGetChecked, Medichecks, Thriva, Forth, Lifelab Testing, YorkTest Laboratories, Check My Body Health, Randox Health, London Medical Laboratory, Allergy Test, and Test My Allergy.

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 home blood and allergy testing kit suppliers to win brand exposure, drive online views, and ultimately win purchases. 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 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.

Q4 2024 WINNERS LEADERBOARD

For a glance into just 6 of the metrics, we evaluated these top 12 UK home blood and allergy testing kit suppliers, check out our quick-look table below:

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each retailer 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 and 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.

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. All UK home blood and allergy testing kit suppliers should aim to reduce their 4xx errors to prevent search engines from believing the website isn’t maintained.

Everly Health is the supplier to watch for this category — reporting 152 4xx errors. This supplier should assess their website and update any broken links to prevent directing users to a dead end.

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 will see a significant improvement on your overall conversion rates. Brands should aim to make their website as fast loading as possible — ideally, a maximum of 3 seconds for a page load — to prevent users from becoming impatient.

The mobile site speed ranged between 78 and 26, with YorkTest Laboratories reporting the slowest speed. This supplier should aim to reduce page weight, as downloading more data means that the page takes longer to load.

Building Competitive Advantage with Domain Authority

Domain authority (DA) 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. All home blood and allergy testing kit suppliers will want to receive quality backlinks from a variety of domains to help improve their DA score.

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 73 and 28, with Test My Allergy at the bottom of the leaderboard. This supplier should adopt a PR strategy to develop relationships with authority websites with a similar target audience. They should also keep their blog page updated regularly and even consider refreshing previous content so it’s evergreen.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for core, 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. Suppliers can increase their organic traffic by following a keyword strategy and ensuring their website is user-friendly to encourage returning visitors.

Three of the suppliers saw a decline in organic traffic on both desktop and mobile. LetsGetChecked is the supplier to watch, as it saw the biggest loss on desktop (-31%) and mobile (-47%). All suppliers saw either the same or a bigger decline on mobile and should take steps to increase their mobile site speed and make sure their website is mobile-friendly.

Universal Search Opportunity

Google Universal Search Results are 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 retailer can appear for universal search results without being strong in standard rankings. 'Reviews' and 'images' are both great options for home blood and allergy testing kit suppliers, enabling them to give users a good perception of their service and products directly from the SERP.

Medichecks received the highest Universal Search appearances (4,929), with the majority of these coming from ‘reviews’ and ‘images’. On the other hand, Test My Allergy reported the fewest overall appearances (21). This supplier should use more ‘people also ask’ phrases across their website and encourage past customers to leave an online review.

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 new search terms as they enter Google’s index. Home blood and allergy testing kit suppliers will use longtail keyphrases, such as ‘home health test kit’ and ‘blood test and health check’ to actively work on increasing their organic traffic.

Medichecks received the highest longtail keyword appearances for position 3 (788), while Everly Health saw the most appearances for positions 4–10 (3,059). Positioning high up the leaderboard for positions 4–10 is an effective way to increase a website’s overall position in SERPs.

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. Facebook ads are an opportunity for home blood and allergy testing kit suppliers to expand their audience reach.

We’ve included examples of Medicheck’s sponsored posts. This supplier included the same image with a variation of text, suggesting that it’s testing engagement. This is a wise marketing strategy to allow brands to see what’s working and what isn’t.

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 a long period of time. It's great for your engagement, but great for Google, too, who will recognise content that achieves traffic over a long period.

Everly Health has the largest Facebook page (107,800 Likes) and the largest Instagram account (187,100 followers). All suppliers should closely follow a social media strategy and post content regularly to give their followers a reason to stay connected with them.

Website Readability & Accessibility

About 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. Home blood and allergy testing kit suppliers should aim to reduce accessibility alerts and contrast errors to improve readability for those using a screen reader and for anyone with a colour vision deficiency.

Lifelab Testing reported the highest acessibility alerts (169). They should refrain monitor their website to locate and monitor these alerts in order to reduce them. Check My Body Health is at a closer runner-up with 154 accessibility alerts, and they should also take steps to reduce these alerts.

GET THE FULL 70-PAGE Q4 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.

Photo by National Cancer Institute on Unsplash