UK Kitchen Appliance Brands - Digital Marketing Benchmark Report, Q2 2024

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The Q2 2024 benchmarking report for UK kitchen appliance brands has just been published. Learn how the top 9 UK kitchen appliance brands perform across the digital space.

The latest Q2 2024 benchmarking report for UK kitchen appliance brands has just been published. It covers the 9 largest national kitchen appliance brands, including SharkNinja, Morphy Richards, Dualit, Tefal, Hotpoint Appliances, Kenwood, Prestige, KitchenAid, and Russell Hobbs.

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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 kitchen appliance brands to win brand exposure, drive online views, and increase in-store 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. Kitchen Appliance - COVER


For a glance into just six of the metrics we evaluated these top 9 kitchen appliance brands on, check out our quick-look table below;

Kitchen Appliance W&L May24

Continue reading for further detail on this quarter's best and poorest-performing UK kitchen appliance 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 brand based on 50+ metrics and indicators of a 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.

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 kitchen appliance brands, having an easy-to-navigate site is essential for consumers looking to make a new purchase and particular care should be taken of the pathways to key pages, such as best-selling appliances, comparison pages, and any key feature pages that customers may need to access.

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. When operating in a competitive market, kitchen appliance brands will need to ensure they're offering an exceptional customer experience at every touchpoint, including the speed of their site.

For Q2 2024, the mobile site speed ranged between 48 and 19, with no brands reporting at least 50%. However, the brand to watch is Morphy Richards, which flagged the slowest site speed. Upon closer inspection, this kitchen appliance brand should reduce image sizes to prevent frustration with customers, as slower site speeds can affect how long a customer stays on a website.

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. Kitchen appliance brands should be continually pushing to improve their domain authority and can achieve this with a strategic approach to digital PR and outreach.

A ‘good’ DA really comes down to how your competitors are performing, however, it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA for this quarter ranged between 75 and 40, with Prestige reporting the lowest DA score. This brand also saw the least number of longtail keyword appearances in positions 3, which can affect a brand’s DA rating. Incorporating longtail keywords that their customers use can help to increase this brand’s DA score.

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. Kitchen appliance brands, who are less likely to see consumers make 'impulse purchases', must ensure that they are optimising for keywords across the full range of awareness, consideration, and conversion terms to capitalise on traffic at each of these stages.

Morphy Richards saw a significant increase in organic traffic on both desktop and mobile (52,962% on desktop and 60,690% on mobile). This dramatic rise could be from switching its URL to a UK name.

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 brand can appear for universal search results without being strong in standard rankings. For kitchen appliance brands, 'reviews' are an excellent way to increase visibility through universal search and will help brands stand out against their competition with customer endorsements.

SnarkNinja remains at the top of the scoreboard for Universal Search appearances with a total of 42,175 results. The majority of these results came from ‘reviews’ (23,300). On the other hand, Russell Hobbs’ reported zero results for ‘reviews’, which it should look to increase to help increase appearances 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 new search terms as they enter Google’s index. There are many longtail keyword options kitchen appliance brands could be optimising for, such as 'buy airfryer online UK', or 'kettle next day delivery'.

SnarkNinja reported the most appearances for longtail keywords in positions 3 (5,126 appearances) and 4,805 appearances for positions 4–10. All brands can increase their longtail keyword results by incorporating keyphrases their customers commonly type into 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 three examples of Tefal’s sponsored Facebook posts. They included vertical videos to optimise for mobile users, though they included over 3 lines of text (the recommended maximum amount to help attract scrollers’ attention).

Kitchen Appliance - 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 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. Kitchen appliance brands can get creative with content and social media, by sharing recipe content, images of their products in lifestyle settings, and news of any special offers or sales.

Tefal has the largest Facebook page (3.9 million Likes, while SharkNinja has the largest Instagram account (235,800 followers). Having a large social media following allows brands to share their latest releases and sales with consumers, though it’s important they interact with their followers and post content regularly.

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, even subconsciously, brands lose customer interest as they turn to other kitchen appliance brands that can better meet their accessibility requirements.

In our previous audit, Russell Hobbs was the brand to watch with accessibility alerts. In this quarter, it’s increased its alerts to 320. This brand should assess redundant links to check it’s not redirecting customers to broken links.


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 Mike Movassaghi.

Photo by Tim St. Martin on Unsplash

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