UK Lingerie Brands - Digital Marketing Benchmark Report, Q2 2024

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The Q2 2024 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 Q2 2024 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.

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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 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 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. Lingerie - COVER-1


For a glance into just six of the metrics we evaluated these top 12 lingerie brands on, check out our quick-look table below; Lingerie W&L Apr24

Continue reading for further detail on this quarter's best and poorest-performing UK lingerie 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 site 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 researching retailers, 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.

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 browsers 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. 

For Q2 2024, the mobile site speed ranged between 36 and 9, with zero brands scoring at least the recommended 50%. Pour Moi reported the lowest site speed, and it should increase this speed to prevent the probability of bounce rates. This lingerie brand can optimise images and use browser caching to help increase its score.

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. The DA for this quarter for was high with a range between 73 and 41. All brands scored above the ‘good’ benchmark. Though, as none scored 100, they can all still make improvements. For example, Victoria’s Secret, which reported the lowest DA rating, should look to obtain backlinks from high-authoritative sites by generating content that’s link worthy.

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 opportunity, in order to make the most of a limited pool of potential customers.

Four of the 12 brands saw a decrease in organic traffic for mobile users, while only 3 brands saw a decrease for desktop users. This means that brands should look to optimise their websites for mobile users, such as ensuring that loading speeds are fast enough and their sites are easy to navigate.

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 site 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' 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.

Pour Moi has secured the top spot for the most overall Universal Search results. This lingerie brand received a total of 19,120 results, with most coming from the ‘image’ category. La Senza scored the fewest appearances overall and should ask previous customers for a review to help increase its chances of ranking 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 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.

Bravissimo secured the most longtail keyword appearances, with 3,597 in positions 3. It also ranked the highest for keyword appearances in positions 4–10, suggesting that it won’t lose the top spot any time soon.

Facebook Adverts

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 UK lingerie brands, Facebook ads are an opportunity to ensure customers see product launches, sales, and customer reviews.

We’ve included three examples of Bravissimo’s sponsored Facebook posts. All posts include the same text to promote the company’s brand, which is a great way to announce the company’s deals.

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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.

Victoria’s Secret has the largest Facebook page, with 29.9 million Likes. Meanwhile, Lounge has the largest Instagram account, with 3.6 million followers. However, Triumph reported the highest total engagement, which is an important component that shows whether your social media followers interact with your posts.

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.

In Q2 2024, Triumph showed 124 accessibility alerts — the most of all lingerie brands. This company should assess its noscript element to ensure that all content displays correctly for those using a screen reader. Additionally, Bravissimo reported 68 contrast alerts, which it should look to reduce for those with a colour deficiency.


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 Kristina Petrick on Unsplash

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