UK Second Hand Mobile Resellers - Digital Marketing Benchmark Report, Q1 2024

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The Q1 2024 benchmarking report for UK second hand mobile phone resellers has just been published. Learn how the top 12 resellers perform across the digital space.

The latest Q1 2024 benchmarking report for UK second hand mobile and technology resellers has just been published. It covers the largest 12 resellers' websites in the UK, including Mazuma Mobile, musicMagpie, Fone Store,, Back Market, The iOutlet, Envirofone, Handtec, 4Gadgets, The Big Phone Store, Smart Cellular, and MTR Group.  

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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 second hand mobile phone resellers to win brand exposure, drive traffic online, and increase both orders and the acquistion of new stock. 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 takeaways, please complete the enquiry form or schedule a call.Second Hand Phones - COVERIMAGE

Q1 2024 winners leader board

For a glance into just 6 of the metrics we evaluated these top 12 second hand mobile phone resellers on, check out our quick-look table below;

SecondHandPhones W&L Jan24

Continue reading for further detail on this quarter's best and poorest-performing UK second hand mobile phone resellers or request a copy of the report for the full review.

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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 & 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. Second hand mobile and technology resellers will want to ensure customers can find information on buy and sell rates for different models, along with details needed for postage and order tracking.

In our last audit, The iOutlet had 2,985 4xx errors, which it’s brought down to 1,105 in this quarter. On the other hand, Back Market had a significant rise in 4xx errors — from 1,393 in the last report to 4,010 in Q1 2024. This spike could be an indication that there are broken links in the footer.

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. In a saturated market, second hand mobile phone sellers must ensure that both customers looking to buy and sell are getting a positive user experience from every touchpoint.

The Fone Store had a mobile site speed of 9% in our last report, which it’s slightly increased to 11% this quarter — though this site is still at the bottom of the leaderboard. musicMagpie is the only site to surpass 50% score (a figure that’s considered ‘okay’). Unlike Fone Store, musicMagpie uses smaller images and doesn’t have background animations, which help with its site speed.

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, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Second hand mobile phone sites can look at exploring the environmental impact of using second hand technology, as an interesting central topic for a digital PR campaign.

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 is between 70 and 16, with two resellers scoring above 60 ( and musicMagpie — both of which have increased by 1 point compared to the last quarter). Four of the 12 brands fell below 40, and they should test their websites for mobile friendliness, limit low-quality backlinks, and increase organic traffic using a keyword strategy.

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. Second hand mobile phone resellers have an opportunity to gain organic traffic, due to an increase in interest in both buying and selling second hand mobiles, due to the cost of living crisis. Customers are likely to be looking for a more affordable way to purchase a handset, along with selling their older models to raise some extra cash.

Seven of the 12 brands encountered a fall in mobile traffic compared to last year, with Handtec experiencing the biggest loss (-72%). The Big Phone Store secured the biggest increase in mobile traffic with a 24% increase.

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 site can appear for universal search results without being strong in standard rankings. Second hand mobile phone resellers will want to ensure they have a strong performance for 'reviews' results, ensuring that potential customers can feel confident in getting a good deal, from both buying and selling their old technology.

Back Market continues to lead the way with the most Universal Search results. Its most searches came from ‘reviews’ and ‘image’. More specifically, it has 40,900 searches for ‘reviews’ outdoing the leader up, The Big Phone Store, which has 6,900 searches.

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 retailer new search terms as they enter Google’s index. Second hand mobile phone resellers can optimise towards high purchase-intent phrases, such as 'fast delivery', 'payment plan', or even specific models.

Eight of the 12 brands scored thousands of searches in the top 100, though only a few hundred in the top three search result pages. Envirofone appears to have a working keyword strategy. It outperformed The Big Phone Store in the top three searches, despite having around 10,000 fewer searches in the top 100.

Facebook Adverts

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

We’ve included examples of Mazuma Mobile’s Facebook posts. All three posts include vertical videos, optimising its content for mobile users. It’s experimenting with emojis to create a sense of branding and reach a younger demographic.

Second Hand Phones - Facebook Advert Mazuma

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. Second hand mobile phone resellers can create shareable social content that details cost saving, environmental impact, and other key benefits of using a second hand mobile phone.

Facebook is the go-to for most brands, which is where the largest portion of online followers are for each brand. Back Market secured 437,500 Facebook likes and 20,800 Instagram followers — the highest of all brands. However, Mazuma Mobile is the brand with the highest engagement rate (3,460 compared to Back Market’s 77).

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 are not designed to meet these needs, retailers lose customer interest as they turn elsewhere. Sites which have large volumes of products, with different models that may only differ slightly in their specifications, must ensure that information is presented as clearly as possible, to improve accessibility.

musicMagpie flagged for 581 alerts (an increase from 578 in our last report). Smart Cellular’s total alerts have also crept up from the last quarter to 154. It’s important that both brands address these alerts to make their websites more user-friendly.

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.

Photo by Le Buzz Studio on Unsplash


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