The Q2 2024 benchmarking report for UK kitchen and cookware brands has just been published. Learn how the top 11 UK cookware brands perform across the digital space.
The latest Q2 2024 benchmarking report for UK kitchen and cookware brands has just been published. It covers the largest 11 national kitchen and cookware brands, including ProCook, Portmeirion, Circulon, Denby Pottery Company, Hexclad Cookware, Salter, Our Place, Le Creuset, Home & Cook, Anolon, and Grunwerg - it highlights year-on-year digital performance, plus winner and loser comparisons in 20+ online performance metrics.
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 brands to win brand exposure, generate online orders, and drive in-store interest & recognition. 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 2024 Winners and Losers Summary
For a glance into just 6 of the metrics we evaluated these top 11 kitchen and cookware brands on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing kitchen and cookware brands 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 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 and cookware brands, particularly those aiming to offer a luxury cooking experience, a high-performing, easy-to-navigate website is essential for instilling consumer confidence, and ensuring that potential customers can find the products they are looking for.
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 sites such as kitchen and cookware brands, who are juggling a wide range of products and may feel the pressure to make items stand out, high-resolution images and content can hold back performance when it comes to site speed.
For Q2 2024, the mobile site speed ranged between 74 and 44, with 10 of the 11 kitchen and cookware brands reporting above the recommended 50% score for site speed. Salter flagged the slowest site speed. Its website contains lots of large images, and it should optimise media to help increase its site speed for improved usability for consumers.
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. For kitchen and cookware brands, collaborations with online culinary publications, homeware suppliers, or even bloggers in their niche could be a great way to boost these figures.
Domain authority is considered average between 40 and 50, good between 50 and 60, and excellent above 60. A ‘good’ DA score depends on the competition level of the industry. However, a ‘good’ DA really comes down to how your competitors are performing. The DA range for this quarter was between 59 and 20, with none of the brands within the ‘excellent’ range. However, the brand with the lowest DA rating was Hexclad Cookware. This brand could optimise its content to increase organic traffic — a factor that will 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. For brands within a space that may consider themselves more of a luxury or treat item, such as luxury kitchen and cookware, they may find that their organic traffic naturally starts shrinking, in line with a reduced consumer interest during the cost-of-living crisis.
Home & Cook significantly increased its organic traffic on both mobile (3,591%) and desktop (2,545%). Salter also saw a huge increase with a 573% increase on desktop and an 843% increase on mobile. Companies in other sectors typically see a bigger organic traffic increase on mobile, so this highlights that the kitchen and cookware brands have optimised their website and made it easy to navigate on 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. 'Image' and 'review' results would be particularly useful for kitchen and cookware brands, who would be able to show their products to users without them visiting their site and build trust in their products by encouraging customer reviews.
ProCook continues to rank number one for the most Universal Searches (a total of 23,079 — over double the amount from our previous audit). It took the lead in the ‘image’ category — where all of the other branded ranked the highest, too. Home & Cook and Anolon reported zero results for ‘reviews’, which is a category they should aim to increase to allow customers to read feedback.
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. Kitchen and cookware brands should be optimising for longtail keywords that show high purchase intent - though they may not score highly in terms of search volume or traffic, these keywords will pay off as being more likely to secure purchases.
Le Creuset reported the most longtail keyword appearances for positions 3 (2,391), with ProCook at a close second (with 2,048 impressions). ProCook has most longtail keyword appearances in positions 4–10, suggesting that it might overtake Le Creuset in our next report.
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.
Below, we’ve provided examples of Hexclad Cookware’s 3 sponsored Facebook posts. All 3 posts included the same text but with two media the same (a vertical video). It’s recommended that brands slightly switch up either text or included media to prevent customers from becoming displeased with seeing the same ad as they’re scrolling.
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. Kitchen and cookware brands can bridge across both food-focussed recipe content, along with interior design and lifestyle pieces.
This quarter, Denby Pottery Company saw the most total engagement (6,264). It’s important that brands track their social media engagement to see whether their followers are interacting with their content.
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, brands lose customer interest as they turn elsewhere. Though the temptation may be there for luxury brands to choose style over function, they must not underestimate the impact of making their site accessible for all potential customers.
In Q2 2024, Hexclad Cookware reported 179 accessibility alerts, which it should aim to reduce to prevent negatively impacting those using a screen reader. Upon closer examination, the majority of these alerts are caused by redundant link. Writing concise, descriptive link text can help to eliminate these alerts moving forwards.
GET THE FULL 70-PAGE Q2 2024 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 Mike Movassaghi.
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