The Q4 2022 benchmarking report for UK parcel delivery companies has just been published. Learn how the top 12 UK parcel delivery companies perform across the digital space.
The latest Q4 2022 benchmarking report for UK Parcel delivery companies has just been published. It covers the largest 12 national parcel delivery companies, including Interparcel, DPD, Evri, Yodel, DHL, UPS, Parcel Force, Parcel2Go, APC Overnight, Parcel Hero, DPD Local and Royal Mail.
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 parcel delivery companies to win brand exposure locally and gain online 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 Q4 report, click here. To get a copy of the full report and the key take-aways, please complete the enquiry form or schedule a call.
You can also find out how these 12 parcel delivery companies performed against last quarter, by revisiting our Q3 report round-up.
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.
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.
Many of the UK parcel delivery companies have varying degrees of technical errors that will be hindering organic traffic and conversion performance. An example here is DHL’s 117 5XX errors. We saw in Q3 Parcel2Go had the highest number of errors with 91 4xx errors, however this looks to have got even worse in Q4 with them now hitting 102 4xx errors. All companies seeing errors need to continue looking into the causes, as these will be making their site difficult to navigate and frustrating to use. This is likely to also give a negative impression of the brand to the user, who need to trust them to provide an excellent level of service.
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.
In our research in Q3, we saw that only two of the twelve parcel delivery companies were within the ‘okay’ range of 50-89, however, in Q4 we can see that these have now improved with five of the parcel delivery companies within the range, with the scores ranging from 78 to 14. In Q2 we saw that Evri had the lowest score of 7, improving to 30 in Q3, however, Evri has now dropped to 14, being the lowest-scoring company again. Evri needs to look into what the cause of this drop is.
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 gage of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads.
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 Q4 we saw the DA range from 91 to 62. We can see compared to Q3 that Parcel Hero are still the lowest scoring company, however they have improved from 61 to 62.
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.
We looked at how all twelve parcel delivery companies have performed compared to last year. Continuous improvement and optimisation is also needed to secure traffic year on year. We discovered that only two of the parcel delivery companies in our report have gained organic mobile traffic year on year. Yodel and Evri are the only companies seeing growth in mobile traffic compared to last year.
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 retailer can appear for universal search results without being strong in standard rankings.
We could see that People Also Ask was the highest used universal search feature, with Royal Mail taking the top spot reaching 7,200 results. Whilst this is still an impressive result, it shows a drop of 2,000 since last quarter, Royal Mail needs to look into the cause of this. Some companies are underusing most universal search feature options, with some companies 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 retailer new search terms as they enter Google’s index.
APC Overnight are still ranking for no longtail keywords within the top 10, as we also pointed out in Q3. They should be looking at how to improve their rankings on existing longtail keywords, but also at how they can 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 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 can see examples of Royal Mail’s Facebook ads. The use of images of their seasonal imagery, along with clear CTA’s and their recognisable brand colours, make the advert eye-catching to scrolling social media users.
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 retailer engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time.
We saw in our research that many of the parcel delivery companies are falling behind on content creation. We can see that both DPD and DPD Local are lagging in content over 2022, when compared with their competitors.
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.
All of the parcel delivery companies appear to be struggling with accessibility within their sites, with all twelve seeing an array of errors, contrast errors and alerts. DPD are seeing a little improvement since Q3 and Q2, they are still hitting 73 alerts, 11 contrast errors and 41 errors. We would expect all the parcel delivery companies that are seeing accessibility issues to be reviewing and optimising their accessibility.
Q4 2022 WINNERS LEADERBOARD
For a glance into just 6 of the metrics, we evaluated these top 12 parcel delivery companies on, check out our quick-look table below;
We can see that compared to Q3, there has been changes across the board. Yodel jumping from #5 to #2, DPD dropping from #7 to #8. To see the Q3 report and leaderboard, click here.
GET THE FULL 70-PAGE Q4 2022 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 Phil Robinson.