The Q2 2025 benchmarking report for UK home blood and allergy testing kit suppliers has just been published. Learn how the top 12 UK home blood and allergy testing kit suppliers perform across the digital space.

The latest Q2 2025 benchmarking report for UK home blood and allergy testing kit suppliers has just been published. It covers the largest 12 UK home blood and allergy testing kit suppliers, including Everly Health, LetsGetChecked, Medichecks, Thriva, Forth, Lifelab Testing, YorkTest Laboratories, Check My Body Health, Randox Health, London Medical Laboratory, Allergy Test, and Test My Allergy.

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 UK home blood and allergy testing kit suppliers to win brand exposure, drive online views, and ultimately win 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 UK home blood and allergy testing kit suppliers, check out our quick-look table below:

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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 and 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 home blood and allergy testing suppliers was £2,165, 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 £47 . 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, Lifelab Testing reported the lowest monthly cost-per-click (CPC) at £2, and London Medical Laboratory has the highest at £454.

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, London Medical Laboratory has the lowest estimate monthly ad spend at £907, and Randox Health has the highest at £104,000.

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. All UK home blood and allergy testing kit suppliers should aim to reduce their 4xx errors to prevent search engines from believing the website isn’t maintained.

In our last audit, Everly Health reported 152 4xx errors. This quarter, Everly Health is still the supplier to watch, flagging 353 4xx errors. It’s important this brand monitors their linking structure to amend any broken links.

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 will see a significant improvement on your overall conversion rates. Brands should aim to make their website as fast loading as possible — ideally, a maximum of 3 seconds for a page load — to prevent users from becoming impatient.

In our previous audit, YorkTest Laboratories flagged the slowest mobile site speed (26). This quarter, YorkTest Laboratories has increased their mobile site speed to 39, no longer making them at the bottom of the scoreboard. Currently, the slowest speed is Allergy Test, flagging a score of 15. A slow-loading mobile site speed can deter visitors can continuing on the website, potentially increasing bounce rates and decreasing transactions.

Building Competitive Advantage with Domain Authority

Domain authority (DA) 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. All home blood and allergy testing kit suppliers will want to receive quality backlinks from a variety of domains to help improve their DA score.

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 73 and 19, with Test My Allergy flagging the lowest DA. This home blood and allergy testing supply should consider building relationships with other authoritative brands in their niche to help increase backlinks.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for core, 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. Suppliers can increase their organic traffic by following a keyword strategy and ensuring their website is user-friendly to encourage returning visitors.

Four brands saw a decrease in organic traffic on desktop, while Check My Body Health saw a huge increase of 1,900%. Meanwhile, 6 brands saw a decrease on mobile, while Allergy Test saw the biggest increase (543%).

Universal Search Opportunity

Google Universal Search Results are 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 retailer can appear for universal search results without being strong in standard rankings. 'Reviews' and 'images' are both great options for home blood and allergy testing kit suppliers, enabling them to give users a good perception of their service and products directly from the SERP.

Everly Health is now number one for the most overall Universal Search appearances (3,847), overtaking Medichecks (2,764 appearances). There are benefits to brands securing Universal Search appearances, such as potentially increasing traffic.

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 new search terms as they enter Google’s index. Home blood and allergy testing kit suppliers will use longtail keyphrases, such as ‘home health test kit’ and ‘blood test and health check’ to actively work on increasing their organic traffic.

Medichecks remains the supplier to beat, securing 630 longtail keyword appearances for position 3 and 2,070 for positions 4–10. On the other hand, Test My Allergy received 0 results for position 3 and 1 result for positions 4–10. This supplier should ensure they’re using a keyword tool to accumulate phrases that their target audience commonly uses.

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 ads are an opportunity for home blood and allergy testing kit suppliers to expand their audience reach.

We’ve included screenshots of Forth’s sponsored Facebook posts. This UK home blood and allergy testing supplier used the same carousel image on each post with unique text, suggesting they’re testing which type of content receives the highest engagement rate.

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 that achieves traffic over a long period.

Everly Health has the most Facebook Likes (107,300) and the most Instagram followers (186,900). Interestingly, London Medical Laboratory received the highest total engagement rate (2,776) — a metric all suppliers should regularly monitor.

Website Readability & Accessibility

About 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. Home blood and allergy testing kit suppliers should aim to reduce accessibility alerts and contrast errors to improve readability for those using a screen reader and for anyone with a colour vision deficiency.

In our previous audit, Lifelab Testing reported the highest accessibility alerts (169). This quarter, Lifelab Testing has reduced their accessibility alerts to 123, demonstrating they’re taking steps to improve the web experience for those with a colour vision deficiency and/or those using a screen reader. Accessibility alerts can create confusion for visitors and interfere with their ability to clearly read content, which is why it’s important that brands work to eliminate these 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.