The Q2 2025 benchmarking report for UK bike brands has just been published. Learn how the top 12 UK bike brands perform across the digital space.

The latest Q2 2025 benchmarking report for UK bike brands has just been published. It covers the largest 12 UK bike brands, including Planet X Bikes, Ribble Cycles, Raleigh UK, Brompton Bicycle, ORANGE BIKES, Boardman Bikes, Condor Cycles, Orro Bikes, Fairlight Cycles, Whyte Bikes, Genesis Bikes, and Pashley Cycles.

The research gives bike brands an inside track on who is winning the biggest share of voice online and quantifies the gaps, risks, and missed opportunities for other bike brands to win brand exposure, drive online views, and increase recognition and 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 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 12 bike brands on, check out our quick-look table below;

Continue reading for further detail on this quarter's best and poorest-performing UK bike brands 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 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 UK bike brands was £1,553, 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 £30 . 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, Raleigh UK reported the lowest monthly cost-per-click (CPC) at £2, and Planet X Bikes has the highest at £279.

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, Orro Bikes has the lowest estimate monthly ad spend at £231, and Planet X Bikes has the highest at £71,200.

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. UK bike brands should aim to limit the number of errors on their website, such as 4xx errors. One way they can do this is by regularly assessing their linking structure and ensuring that they’re not sending consumers to broken links that will lead them to a dead end.

In our previous report, ORANGE BIKES reported 357 4xx errors. This quarter, ORANGE BIKES is still the brand to watch, but they’ve decreased their 4xx errors to 265. This bike brand can reduce this figure by including redirect links for any pages that are no longer active.

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 websites should take steps to limit their download speeds — aiming for no longer than 3 seconds. Thankfully, brands can make improvements to site speed quickly, so we can expect to see a lot of movement for this category.

The mobile site speed for this quarter ranged between 70 and 27, with Brompton Bicycle reporting the slowest mobile site speed. Last quarter, ORANGE BIKES saw the slowest mobile site speed (17), and this bike brand has increased this to 41, demonstrating that they’ve made changes to improve the web experience for their mobile users.

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. UK bike brands should focus on creating content that other websites will want to direct their audience to, which means ensuring that the topics are relevant, accurate, and unique.

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 score for this quarter ranged between 74 and 31, with Fairlight Cycles flagging the lowest DA score. This bike brand should spend time refining their linking strategy by contacting websites with the target audience and considering guest posting for them. This strategy can help to increase the quantity and 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. UK bike brands have an opportunity to gain organic traffic by using an effective keyword strategy — particularly incorporating longtail keywords. They can also follow other methods, such as including links to their website in email newsletters on directing social media followers to visit their website.

Six brands reported a decrease in organic traffic on desktop, while Planet X Bikes reporting the biggest loss (-23%). Meanwhile, 8 brands reported a decrease on mobile, with Planet X Bikes seeing the biggest loss here, too (-53%). All bike brands should consider their mobile experience for users so that their website is simple to navigate on a mobile.

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, and a site can appear for Universal Search results without being strong in standard rankings. UK bike brands will want to ensure they have a strong performance for 'reviews' and ‘images’ to help increase their online rankings.

Ribble Cycles continues to secure the most overall Universal Search appearances (2,157) — a drastic decrease from 6,805 in our previous audit. On the other hand, Fairlight Cycles received the fewest overall results (39). This bike brand should look for missed opportunities to ensure they’re increasingly obtaining results for at least ‘reviews’ and ‘images’.

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. UK bike brands can optimise towards high purchase-intent phrases, such as ‘commuter eBike' or ‘carbon road bike.’

Ribble Cycles continues to land the most longtail keyword appearances for position 3 (590), and Raleigh UK has taken the top spot for positions 4–10 (1,159). Securing longtail keyword appearances for positions 4–10 is a great way to build up organic traffic and increase the chances of landing on positions further up in search engines.

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.

We’ve included screenshots of Brompton Bicycle’s sponsored Facebook posts. This UK bike brand is promoting their latest offer, and they’ve used different visuals and text on each post to build excitement and ensure they’re not being repetitive. 

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. UK bike brands can create shareable social content that isn’t just focused on the brand to build a relationship with its online community.

Ribble Cycles has the most Facebook Likes (138,000), while Brompton Bicycle has the most Instagram followers (177,300). All brands should also monitor their engagement rate, and Planet X Bikes received the highest total of 37,733 for their engagement rate.

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. Brands should focus on reducing accessibility alerts, errors, and contrast errors to improve readability for those using a screen reader.

In our last report, Pashley Cycles was the brand to watch, flagging 93 accessibility alerts. These alerts can make it more difficult for individuals with a colour vision deficiency and/or using a screen reader to navigate a website. This quarter, Pashley Cycles has reduced their accessibility alerts to 57, and ORANGE BIKES is currently the brand to watch, reporting 70 accessibility alerts.

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.