The Q2 2025 benchmarking report for UK boiler and home services insurance providers has just been published. Learn how the top 10 UK boiler and home services insurance providers perform across the digital space.
The latest Q2 2025 benchmarking report for Appliance & electronic parts retailers has just been published. It covers the largest 8 Appliance & electronic parts retailers , including eSpares, Partmaster, PartsCentre, Spares4Appliances, Spares2you, Appliance Spares Direct, Ransom Spares.co.uk, and Spares2Go.
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 appliance & electronic parts retailers to expand their online reach, encourage more online views and increase their conversion rates. 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 takeaways, please complete the enquiry form or schedule a call. 
Q2 2025 WINNERS LEADERBOARD
For a glance into just 6 of the metrics, we evaluated these top 8 appliance & electronic parts retailers, check out our quick-look table below:
Continue reading for further detail on this quarter's top and poorest-performing energy providers, or request a copy of the report for the full review.
What The Industry Research Report Covers
The 70+ pages of research benchmarks each site 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 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.
Pay-Per-Click Marketing
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q2 2025, the average monthly budget wastage across these appliance & electronic parts retailers was £2,095, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £4 . This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, PartsCentre reported the lowest monthly cost-per-click (CPC) at £4, and eSpares has the highest at £11.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Partmaster has the lowest estimate monthly ad spend at £5,280, and eSpares has the highest at £83,500.
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
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. Appliance & electronic parts retailers should bear in mind how the web experience can affect bounce rates for users, and directing visitors to a dead end can cause frustration.
PartsCentre reported 71 4xx errors (the highest of all brands). This retailer should regularly monitor their internal links to ensure they’re working correctly and potentially redirect old or deleted URLs to relevant pages using 301 redirects.
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. All appliance & electronic parts retailers should regularly take steps to increase their mobile site speed, as a faster-loading website enhances the web experience for users and can increase conversion rates.
The mobile site speed for this quarter ranged between 81 and 10, with Partmaster flagging the slowest speed. This retailer should look for opportunities to reduce page weight, which is an effective way to increase a brand’s 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 is not gained through sponsored ads. Appliance & electronic parts retailers should have a core focus on uploading original, high-quality content to encourage other websites to backlink to them.
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 for this quarter ranged between 55 and 9, with Spares2Go flagging the lowest DA score. This retailer should consider building relationships with authoritative websites with a similar target audience to help increase the quantity and, more importantly, quality of their backlinks.
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.Appliance & electronic parts retailers should follow a keyword strategy — an effective and successful way for brands to increase their organic traffic.
Three retailers saw a decrease in organic traffic on desktop, and 6 retailers reported a decrease on mobile. Both Appliance Spares Direct and PartsCentre saw the biggest decline on desktop (-12%), and Spares4Appliances saw the biggest decline on mobile (-86%).
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. Optimising for 'people also ask' results is a great way to build brand awareness and confidence directly from the SERP, as parts retailers can provide much-needed answers before users have set virtual foot on their site.
eSpares secured the most Universal Search appearances overall (8,852), with the majority of these coming from ‘images’ (4,500). On the other hand, Spares4Appliances reported the fewest overall appearances (45).
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 brand-new search terms as they enter Google’s index. Parts retailers should consider using a keyword tool to help identity the most suitable longtail keywords to use across their website.
eSpares secured the most longtail keyword appearances for position 3 (2,223) and positions 4–10 (5,411). While Ransom Spares.co.uk is further down the leaderboard for position 3, this retailer secured 1,749 appearances for positions 4–10. So we may see a movement in this retailer’s position in the next quarter.
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 sponsored posts are a great opportunity appliance & electronic parts retailers to reach a larger audience.
We’ve included screenshots of Appliance Spares Direct’s sponsored Facebook posts. This parts retailer kept to short lines of text, which can help with scannability for social media users.
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. Content such as tips and advice will be engaging, topical, and most likely to be shared by social media users.
eSpares has the most Facebook Likes (58,200) and the most Instagram followers (5,000). eSpares also reported the highest total engagement rate overall (800). It’s important all parts retailers monitor this metric to see which types of posts their online audience interact with the most.
Website Readability & Accessibility
Around 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. Parts retailers must ensure their sites are universally accessible to not limit their audience.
Partmaster flagged 223 accessibility alerts and 50 contrast errors (the highest of all retailers for both categories). Unresolved alerts and errors can contribute to a poor user experience, as colour blind users might be unable to interpret visual cues, keywords users might restricted on queues they can navigate, and more.
Get the full 70-page Q2 2025 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 Rory Tarplee.
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