UK Cleaning Delivery - Digital Marketing Benchmark Report, Q2 2024

The Q2 2024 benchmarking report for UK cleaning delivery brands has just been published. Learn how the top 10 UK cleaning delivery brands perform across the digital space.

The Q2 2024 benchmarking report for UK cleaning delivery brands has just been published. It covers the largest 10 UK cleaning delivery brands, including Dri-Pak, smol, Faith In Nature, Splosh, Spruce, Miniml, Reco, OceanSaver, Purdy & Figg, and Simple Living Eco.

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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 cleaning delivery brands to win brand exposure and drive online sales. 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 take-aways, please complete the enquiry form or schedule a call.

Q2 2024 Winners LEaderboard

For a glance into just 6 of the metrics we evaluated these top 11 online learning providers on, check out our quick-look table below;

Cleaning Delivery W&L May24

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.

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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.

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. For cleaning products brands, they'll need to ensure the site is easily navigable to direct users to their products as quickly as possible. These brands will also need to assess their internal linking structure and redirect any broken links to other product pages, when applicable.

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. For cleaning products brands, they'll need to ensure the site is easily navigable to direct users to their products as quickly as possible. These brands will also need to assess their internal linking structure and redirect any broken links to other product pages, when applicable.

For Q2 2024, the mobile site speed ranged between 37 and 17, with no brands scoring over the recommended minimum 50% site speed. However, the brand to watch is Dri-Pak, which reported the lowest score. It should optimise its website to make it more mobile-friendly to help increase this score

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. Cleaning products brands have the opportunity to win exceptionally high value links if they seek partnerships with retailers to expand their online reach.

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 61 and 21, with Simple Living Eco reporting the lowest DA rating. This cleaning delivery brand also reported the fewest backlinks, which can effect a brand’s DA rating. Adopting a PR strategy and guest posting on high-authoritative sites can help to increase its DA score.

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. The cost-of-living crisis has encouraged many consumers to look for ways to save money on their everyday essentials, like cleaning products. Many have resorted to homemade creations or sticking to store brands, so we’d expect to see a fall in traffic due to reflect this consumer decision.

Simple Living Eco flagged the biggest loss in organic traffic, with a 74% loss for mobile users. Two further brands that also reported a loss in organic traffic experienced the most significant loss for mobile. With this data in mind, all brands should ensure their websites are mobile-friendly to encourage consumers to use their website 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 that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. 'Reviews' and ‘people also ask’ will be excellent ways for cleaning products brands to build trust with consumers, directly from the SERP.

Faith in Nature remains at the top of the scoreboard with a total of 4,954 Universal Search results. Most of these searches came from the ‘image’ category. Three brands reported zero appearances for ‘reviews’, which they should look to increase to help with their rankings in SERPs.

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. Cleaning products brands will want to ensure they’re appearing for terms that include high-intent phrases, such as 'eco-friendly cleaning products’, ‘plastic-free cleaning solution’, or ‘kitchen cleaner for stubborn stains’.

Faith in Nature continues to see the most appearances for longtail keywords in positions 3 (571 appearances) and 695 appearances for positions 4–10. On the other hand, Simple Living Eco reported the fewest longtail keyword appearances. This brand should assess its keyword strategy to ensure its using phrases that consumers commonly use.

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. For any cleaning products brand, Facebook ads are an opportunity to drive traffic to specific products. If they haven’t already done so, they should be promoting new releases or looking to expand brand awareness for their least-performing cleaning essentials.

We’ve included three examples of smol’s sponsored Facebook posts. To help improve the chances of scrollers stopping to read their posts, they could limit the amount of text they use to a maximum of 3 lines.

Cleaning Delivery - Facebook

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. Social media provides many opportunities for cleanings products brands to share links to new products or a brand’s most-recent blog post. Brands should look to build a social media presence that’s not just focused on selling but on forming a relationship with their followers to build trust and authority.

Most of the brands favoured Facebook, and smol reported the largest Facebook page (182,100 Likes) and Instagram account (149,600 followers).

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.