The Q1 2023 benchmarking report for UK lingerie brands has just been published. Learn how the top 12 UK lingerie brands perform across the digital space.
The latest Q1 2023 benchmarking report for UK lingerie brands has just been published. It covers the 12 largest national lingerie brands, including Curvy Kate, Bravissimo, Bra Stop, Triumph, Belle Lingerie, Victoria’s Secret, Panache, Lounge, La Senza, Bluebella, Pour Moi and Boux Avenue.
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 lingerie brands to win brand exposure, drive online views, and secure new orders. 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 Q1 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
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.
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 lingerie brands, having an easy-to-navigate site is essential for consumers looking into lingerie brands and particular care should be taken of the pathways to key pages, such as best sellers, offers on particular product lines, and even FAQs regarding delivery and returns.
Whilst most of the lingerie brands we researched had a fairly low amount of website errors, all 12 of the brands had at least a few 4xx or 5xx errors showing. As with many e-commerce sites, lingerie brands are subject to 4xx errors, as product lines change or are removed from their site. Triumph are seeing the highest level of 4xx codes, with 9,024, and need to ensure their internal linking structure is regularly updated to avoid directing customers to dead ends.
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. With mobile accounting for 72.9% of all e-commerce sales in 2021, lingerie brands (along with other e-commerce sectors) need to be prioritising their mobile site in terms of site speed and experience.
We would expect most to achieve at least an ‘okay’ score of 50-89, however, only three of the 12 lingerie brands hit this benchmark. The mobile page speed scores are currently between 7 and 77, with Bluebella lagging behind. All the brands that are scoring below 50 have some serious work to do on improving their mobile page speed.
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. Lingerie brands should be continually pushing to improve their DA, they can do this by sharing their variety of lingerie products and offers, and by collaborating with fashion publications and bloggers that fit within their niche
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. All 12 of the lingerie brands achieved a score of average or above, with the DA ranging from 43 to 74. Triumph are scoring the highest of all twelve lingerie brands. Those at the lower end of the scale need to be focusing on building a stronger backlink profile to compete with the higher-scoring lingerie brands.
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. Luxury items and treats such as lingerie are likely to see reduced levels of interest from consumers in the cost of living crisis, so lingerie brands should be looking at which keywords have the highest conversion potential in order to make the most of a limited pool of potential customers.
We looked at how all 12 lingerie brands have performed compared to last year. Continuous improvement and optimisations are needed to secure traffic year after year and avoid losing ground to competitors. We discovered that only Victoria's Secret saw a gain in traffic (with an increase of 123% compared to 2022), while Belle Lingerie saw the biggest loss with a 61% drop.
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. Lingerie brands should be utilising all universal search features as potential customers will be interested to see how previous customers have found their experience via Reviews, FAQs and People Also Ask questions. Image Pack is a particularly useful universal search feature for any brand within the fashion industry, providing the opportunity for customers to see products before visiting the site.
We could see that Image Pack was the highest used universal search feature, with Boux Avenue taking the top spot reaching 1,500 results. Some brands are underusing all universal search feature options and only seeing a handful of results. Those getting a small number of results need to work towards the numbers their competitors are achieving.
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 lingerie brands could be using such as ‘matching blue underwear set’, ‘lingerie sales UK’, or even 'buy trending swimwear 2023' or 'matching Christmas pyjamas' to capitalise on future seasonal terms.
Although Pour Moi are ranking for a high number of longtail keywords compared to their competitors, but ranking for very few longtail keywords in the top 20 in comparison, with only around 5% ranking in positions 1-3. Pour Moi should be looking at how to improve their existing rankings, but also at how to expand their strategy to include new specific search terms.
With the number of Facebook users in the United Kingdom (UK) forecast to hit over 42 million users by 2022, it is not surprising that brands 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 in 2019. For brands within the fashion sector, such as lingerie, visual opportunities to advertise are invaluable as they are an opportunity to inspire and excite their target market, boosting visibility among new customers while re-engaging with past buyers.
Below, we can see examples of Pour Moi’s Facebook ads, using bold, strong, imagery to capture the attention of users, including a mix of images and videos of seasonal products accompanying a positive message.
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. Social media could be especially useful for sharing information about different lingerie styles and special offers, and on-site blogs provide a great opportunity to share the latest seasonal trends.
We saw in our research that Belle Lingerie are falling behind their competitors when it comes to both Facebook Likes and Instagram Followers. Maintaining a following is a great way to ensure ongoing brand exposure with your target market and Belle Lingerie need to look into how they can compete with the other lingerie brands to build their own following and engagement.
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. When websites are not designed to meet these needs, brands lose customer interest and they turn to other lingerie brands. We've noted that many brands use pink as a primary brand colour - while bright, hot pinks provide an effective contrast on a white background, paler shades may be harder to read.
All of the lingerie brands appear to be struggling with accessibility within their sites, with all 12 seeing an array of errors, contrast errors, and alerts. Curvy Kate are seeing the worst amount, hitting 89 alerts on its website. The lingerie brands seeing issues should be reviewing and optimising their accessibility, and investigating to see what the issues within their websites are.
Q1 2023 WINNERS LEADERBOARD
For a glance into just six of the metrics we evaluated these top 12 lingerie brands on, check out our quick-look table below;
GET THE FULL 70-PAGE Q1 2023 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.