The Q4 2025 benchmarking report for UK lighting brands has just been published. Learn how these top 11 brands perform across the digital space.
The latest Q4 2025 benchmarking report for UK lighting brands has just been published. It covers the largest 11 UK decorative lighting brands, including LampShopOnline, Lighting Direct, Lights4fun, Litecraft.co.uk, Pagazzi Lighting, där Lighting Limited, Pooky Lights, John Cullen Lighting, Original BTC, lights&lamps, and KES Lighting.
The research illuminates who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other lighting brands to win brand exposure, drive traffic online, and increase both orders and the acquisition of new stock. 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 Q4 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
Q4 2025 winners leader board
For a glance into just 6 of the metrics we evaluated these top 11 lighting brands on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing UK lighting 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 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 & 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 Q4 2025, the average monthly budget wastage across these UK lighting brands was £822, 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 £34 . 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, Litecraft.co.uk reported the lowest monthly cost-per-click (CPC) at £2, and KES Lighting has the highest at £213.
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, Original BTC has the lowest estimate monthly ad spend at £150, and Lighting Direct has the highest at £34,700.
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. UK decorative lighting brands should see the fewest number of errors on their website to prevent consumers from becoming frustrated. One area brands should look out for is 4xx errors, and they should assess for any broken links and update them as soon as possible to prevent sending consumers down a dead end.
In our previous audit, Pooky Lights reported the most 404 errors (55). This quarter, Pooky Lights has decreased their 404 errors to a total of 2. Currently, Lighting Direct received the most 404 errors (9). 404 errors negatively affect SEO performance, as search engines like Google may lower the ranking of a site with too many 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 makes a significant improvement on your overall conversion rates. All brands should aim for the fastest site speed to prevent consumers growing impatient and then leaving their website. One of the best ways to do this is by utilising a mobile-friendly theme.
This quarter, the mobile site speed ranged between 55 and 1, with LampShopOnline reporting the slowest speed. Mobile site speed is crucial because users expect quick-loading pages when browsing on their phones. Slow sites lead to frustration and higher bounce rates, as most visitors leave if a page takes too long to load. Fast sites keep users engaged and improve overall satisfaction.
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, i.e. ‘free’ traffic that isn’t gained through sponsored ads. UK lighting brands should focus on creating shareable content that websites will want to direct their audience to.
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. In our last report, LampShopOnline received the lowest DA score (32). This quarter, LampShopOnline has slightly decreased their DA score to 31, though they’re not the brand to watch. Currently, Litecraft.co.uk received the lowest score of all brands (29). Publishing valuable, original content plays a key role in helping with a brand’s DA score. Articles, guides, and resources that solve user problems or share expert insights attract organic backlinks and regular visitors, strengthening a site’s authority over time.
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. UK decorative lighting brands have an opportunity to gain organic traffic by using an effective keyword strategy — and longtail keywords are a great way to stand out from competitors. This requires researching keywords its target audience uses as well as undergoing competitor research.
Five lighting brands reported a drop in organic traffic on desktop, with KES Lighting receiving the biggest loss (-41%). On mobile, 4 brands reported a drop in organic traffic, with KES Lighting receiving the biggest loss on this device, too (-37%). Improving user experience is essential. Fast loading speeds, clear navigation, and mobile-friendly design encourage visitors to stay longer and engage more, which signals to search engines that the site provides value.
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, and a site can appear for Universal Search results without being strong in standard rankings. UK decorative lighting brands will want to ensure they have a strong performance for 'reviews' and ‘images’ to help increase their online rankings.
Lights4fun remains at the top spot for the most Universal Search appearances (10,511) — a slight decrease from 10,624 previously. The majority of GolfOnline’s appearances came from ‘images’ (10,100).
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 retailer new search terms as they enter Google’s index. UK decorative lighting brands can optimise their keyword strategy by incorporating phrases of 3+ words, such as ‘autumn lighting decorations’ or ‘cosy indoor lights.’
Lights4fun continues to secure the most longtail keyword appearances for position 3 (5,866) — an increase from 5,439 previously. Lighting Direct also continues to secure the most appearances for positions 4–10 (4,111) — an increase from 3,701 previously. Brands should analyse search data and performance reports to identify which longtail keywords drive the most engagement and conversions.
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 motorhome and caravan retailers to share their latest launches to entice new customers.
We’ve included screenshots of Lighting Direct’s sponsored Facebook posts. This UK lighting brand included vertical videos to optimise their content for those using a mobile.
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. UK decorative lighting brands should focus on building a trustworthy, close relationship with its online followers, and it’s important that they post content regularly to help with this.
Lights4fun secured the most Facebook Likes (68,900), and Pooky Lights secured the most Instagram followers (286,700). Facebook was the most popular social media platforms of all brands. Pagazzi Lighting received the highest total engagement rate (5,978) and the highest average engagement (597).
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, retailers lose customer interest as they turn elsewhere. Brands should focus on reducing accessibility alerts, errors, and contrast errors to improve readability for those using a screen reader.
In our previous audit, Lights4fun received the most accessibility alerts (445). This quarter, Lights4fun remains the lighting brand to watch, and they’ve since increased their alerts to 462. Websites should reduce accessibility alerts to ensure all users, including those with disabilities, can access and navigate their content easily. An accessible site improves usability for everyone and demonstrates inclusivity and professionalism.
Get the full 70-page Q4 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.
Let's be social
Join our growing social communities to learn more about the benefits of digital marketing and the people who make us tick.