The Q3 2025 benchmarking report for UK bike retailers has just been published. Learn how the top 12 UK bike retailers perform across the digital space.
The latest Q3 2025 benchmarking report for bike retailers has just been published. It covers the largest 12 bike retailers, including Evans Cycles, Wiggle, Chain Reaction, Tredz Bikes, Merlin Cycles, SIGMA Sports United, Leisure Lakes Bikes, Tweeks Cycles, 99 Bikes, Winstanleys Bikes, Wheelbase Shop, and Specialized.
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 bike retailers to expand brand awareness and enhance their website navigation, speed, and more to increase traffic and conversions. This report also 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 Q3 report, click here. To get a copy of the full report and the key take-aways, please complete the enquiry form or schedule a call.
Q3 2025 Winners LEaderboard
For a glance into just 6 of the metrics we evaluated these top 12 bike retailers on, check out our quick-look table below;
Continue reading for further detail on this quarter's top and poorest-performing online learning 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 brand 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.
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 Q3 2025, the average monthly budget wastage across these UK bike retailers was £958, 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 £21 . 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, Leisure Lakes Bikes reported the lowest monthly cost-per-click (CPC) at £2, and Tredz Bikes has the highest at £90.
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, Wheelbase Shop has the lowest estimate monthly ad spend at £1,140, and Tredz Bikes has the highest at £35,300.
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. Bike retailers should monitor website errors to deliver a quality user experience, which includes fixing broken links to help with SEO, organic search traffic, crawability, and more.
In our previous audit, Evans Cycles was the bike retailer to watch, reporting 21 404 errors. This quarter, Evans Cycles has slightly increased their 404 errors to 25. Currently, Chain Reaction is currently the brand to watch, receiving 31 404 errors. 404 errors are usually caused when a webpage is deleted, moved without a proper redirect, or the URL is typed incorrectly. They can also occur from broken internal links, outdated external backlinks, or changes in site structure that aren’t updated. These errors signal that the server can’t find the requested page.
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. Page speed makes a big difference as to whether a consumer will remain on the website or potentially visit it again. All bike retailers should undergo methods to increase site speed, such as using a mobile-friendly theme and including lazy loading.
In our previous report, Leisure Lakes Bikes flagged the slowest mobile site speed (3). This quarter, Leisure Lakes Bikes continues to report the slowest mobile site speed, though they’ve increased this score to 8, suggesting they’re optimising their website for mobile. Brands should aim for a fast-loading mobile website because users expect quick access to information, and delays often lead to frustration and higher bounce rates. A faster site also boosts SEO rankings and builds trust, increasing the chances of conversions and customer loyalty.
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, ie. ‘free’ traffic that isn’t gained through sponsored ads. Page speed makes a big difference as to whether a consumer will remain on the website or potentially visit it again. All bike retailers should undergo methods to increase site speed, such as using a mobile-friendly theme and including lazy loading.
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. In our last report, Tweeks Cycles received the lowest DA score (35). This quarter, Tweeks Cycles continues to report the lowest DA score, though they’ve slightly increased this by one point to 36. A website can get more backlinks by creating high-quality, valuable content that others naturally want to reference or share. Outreach strategies, guest posting on relevant sites, and building relationships with industry influencers can also help earn authoritative links. Consistently providing useful resources increases the likelihood of other sites linking to your content.
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. During the cost-of-living crisis, we can expect to see a fluctuation in organic traffic on both devices, given that consumers are being more cautious of spending their money. However, bike retailers can see follow a strategy to increase their organic traffic, such as creating high-quality content and following a keyword strategy.
Three bike retailers reported a decrease in organic traffic on desktop, with Wiggle receiving the biggest loss (-64%). On mobile, 6 bike retailers reported a reduction in traffic, with Wiggle also seeing the biggest drop on this device (-65%). It’s normal for a website to have different organic traffic levels on different devices because user behaviour often varies between desktop, mobile, and tablet. Mobile users may visit more frequently but browse shorter sessions, while desktop users might spend more time per visit. Device-specific design, speed, and usability can also influence traffic patterns.
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 brand can appear for universal search results without being strong in standard rankings. To help increase rankings in SERPs, bike retailers should focus on ‘images’ and ‘reviews’, which requires optimising visuals and encouraging past customers to leave an online review.
Evans Cycles remains at the top spot for the most Universal Search appearances (11,469) — an increase from 11,262 in our previous audit. The majority of these appearances came from ‘images’ (8,600).
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. Bike retailers should have a longtail keyword strategy to help increase their organic traffic and searchability online. Phrases they could use may increase ‘sports hybrid bikes’, ‘full suspension mountain bike’, and more.
Evans Cycles reported the most longtail keyword appearances for position 3 (5,668) and positions 4–10 (9,167). Tredz Bikes is not so far behind with 8,058 appearances for positions 4–10. Longtail keywords are beneficial for websites because they target specific search queries, attracting visitors who are more likely to convert. They face less competition than broad keywords, making it easier to rank higher in search results. Using them also helps improve relevance and engagement by matching user intent more precisely.
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 SIGMA Sports United’s sponsored Facebook posts. This UK bike retailer should avoid using the same imagery and text for more than one post.
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 which achieves traffic over a long period of time. Bike Retailers can create shareable social content that details new stock, the latest industry news, and information that’s relevant to their target audience.
Specialized secured the most Facebook Likes (2.1 million) and the most Instagram followers (1.8 million). Facebook was the most popular social media platforms of all brands. Specialized received the highest total engagement rate (26,363), and SIGMA Sports United received the highest average engagement (44).
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 aren’t designed to meet these needs, brands lose customer interest as they turn elsewhere. Websites that aren’t accessible can frustrate consumers, resulting in them losing trust in your brand. Bike retailers should regularly assess their contrast errors, accessibility alerts, and errors to avoid negatively impacting readability for those with a colour vision deficiency or those using a screen reader.
In our last report, 99 Bikes reported the most accessibility alerts (160). This quarter, 99 Bikes remains the bike retailer to watch for accessibility alerts, though they’ve reduced this amount to 149. Accessibility alerts on websites are typically caused by issues like poor colour contrast, missing alt text for images, or improperly structured headings and forms. They can also result from non-compliant navigation, inaccessible multimedia, or missing ARIA labels. These problems make it difficult for users with disabilities to access content effectively.
Get the full 70-page Q3 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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