The Q4 2024 benchmarking report for UK kitchen retailers has just been published. Learn how the top 12 UK kitchen retailers perform across the digital space.
The latest Q4 2024 benchmarking report for UK kitchen retailers has just been published. It covers the largest 12 national kitchen retailers, including Magnet, Benchmarx Kitchens & Joinery, Harvey Jones Kitchens, Tom Howley, Wren Kitchens, deVOL Kitchens, Kutchenhaus, Kesseler, Howdens, Wickes, Moores Furniture Group, and Sigma 3 Kitchens.
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 kitchen retailers to win brand exposure, generate online views and drive in-store footfall, where relevant. 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.
For a glance into just 6 of the metrics we evaluated these top 12 kitchen retailers on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing UK kitchen retailers or request a copy of the report for the full review.
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.
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. Kitchen retailers will want to ensure that key pages, such as style/ colour options, pricing and payment information, and installation guides, are clearly signposted, so prospective customers can get all the information they need to place an order.
deVOL Kitchens reported 1,296 4xx errors — the highest of all kitchen retailers. It’s important that brands aim to reduce 4xx errors to prevent directing consumers to a broken link, which could then cause them to mistrust the brand.
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. As with ensuring their site is easy to navigate with limited 4xx errors, kitchen retailers will want to provide a seamless, fast site experience for their users.
In our previous report, Kesseler flagged the slowest mobile site speed (6). This quarter, this kitchen retailer remains at the bottom of the scoreboard, though has increased its site speed to 20. The overall mobile site speed range this quarter is between 62 and 20, with Moores Furniture Group reporting the fastest speed.
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. Kitchen retailers can look to creating content that home, food, and lifestyle publications will want to engage with, something that a digital PR specialist can assist with.
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 74 and 7, with Moores Furniture Group reporting the lowest DA score. This kitchen retailer also received the fewest backlinks, and it should keep its blog page updated and upload content regularly to help increase the chances of backlinks.
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. Due to the cost of living crisis, we'd expect to see a fall in traffic to the kitchen retailer sector, due to consumers holding back on non-essential purchases, such as new kitchens.
All kitchen retailers increased their organic traffic on desktop, with Wickes reporting the biggest increase (+473%). Meanwhile, 7 retailers reported a decline on mobile, demonstrating that these brands should ensure their website is mobile-friendly.
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 retailer can appear for universal search results without being strong in standard rankings. For kitchen retailers, 'image pack' is a strong opportunity to sell products directly from the SERP, with high-quality product images that engage prospective customers.
Howdens continues to secure the highest total Universal Search appearances (69,139), with the majority of these coming from ‘reviews’. However, 9 of the retailers didn’t receive any appearance for ‘reviews’ and should consider reaching out to past customers and asking them 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 retailer new search terms as they enter Google’s index. Kitchen retailers should look to consider phrases that include high-conversion intent terms, such as 'installation next week' or 'payment plan options', as a way to secure traffic from visitors specifically looking to buy.
Howdens continues to secure the most longtail keyword appearances for position 3 (4,457) and positions 4–10 (8,095). On the other hand, Kutchenhaus received the fewest impressions for position 3 (13) and should assess its keyword strategy to monitor performance and take advantage of reduced competition.
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 kitchen retailers, Facebook ads are an opportunity to ensure customers see availability, products, and deals.
We’ve included an example of Howdens’ sponsored post. This UK kitchen retailer should reduce the number of lines of text to help with scannability as social media users are scrolling though their feed.
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 retailer engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. As with developing their digital PR strategy, kitchen retailers can look to developing content that fits with home, food, and lifestyle, in order to appeal to a wide variety of users.
Wickes has the largest Facebook page (209,700 Likes), while deVOL Kitchens has the largest Instagram account (816,100 followers). Alternatively, Magnet secured the highest total engagement (51,693), which is an important metric for all brands to 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, retailers lose customer interest as they turn elsewhere. For brands operating within the home improvement space, accessibility should be a key consideration for their site, as it will help convey that accessible design is also part of their approach to home solutions.
Magnet is still the brand to watch, as it reported the highest accessibility alerts again (110), though this is lower than 191 in our previous report. Additionally, deVOL Kitchens reported the highest contrast errors (54), and it should assess the colour theme it uses across its website.
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 Ellen Tanner on Unsplash