The Q2 2025 benchmarking report for UK sleep brands has just been published. Learn how the top 12 UK sleep brands perform across the digital space.

The latest Q2 2025 benchmarking report for UK sleep brands has just been published. It covers the largest 12 UK sleep brands, including Silent Night, Tempur, Sleepeezee, Emma, OTTY, Dormeo, Simba, Vispring, Eve, Hypnos, Brook + Wilde Sleep, and Relyon Beds Ltd.

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 sleep brands to win brand exposure, generate online orders, and drive in-store recognition (where relevant). 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 2025 WINNERS LEADERBOARD

For a glance into just 6 of the metrics, we evaluated these top 12 sleep brands on, check out our quick-look table below;

Continue reading for further detail on this quarter's best and poorest-performing UK sleep 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 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.

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 Q2 2025, the average monthly budget wastage across these UK sleep brands was £13,251, 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 £46 . 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, Eve reported the lowest monthly cost-per-click (CPC) at £4, and Tempur has the highest at £214.

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, Brook + Wilde Sleep has the lowest estimate monthly ad spend at £283, and Emma has the highest at £307,000.

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, Brook + Wilde Sleep has the highest estimate monthly ad spend at £282,000, and Dormeo UK has the lowest at £6,040. 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. Sleep brands will want to keep on top of changing stock lines in order to ensure customers can easily find the product that suits their specific needs.

In our previous audit, Tempur reported 1,892 4xx errors. This quarter, Tempur is still the brand to watch, but they’ve reduced these errors to 1,258. It’s positive to see a reduction in 4xx errors, as this indicates that this sleep brand has taken into consideration how these errors can impact the user’s frustration. If they’re directed to inactive links, they’re more likely to leave the website.

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. With many sleep brands' products looking similar, they will be keen to ensure their items stand out with high-quality lifestyle images, and graphics & videos talking through their products' benefits. However, assets like this can easily bring down site speed performance, if not properly optimised.

The mobile site speed for this quarter ranged between 49 and 24, with Simba scoring the slowest speed and Relyon Beds Ltd scoring the fastest speed. Ideally, all brands should score at least 50% for mobile site speed, as faster-loading websites are more likely to have higher conversion rates and decreased bounce rates.

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. Sleep brands can look to build domain authority by collaborating with publications and bloggers within their niche. Spotting opportunities for evergreen content, that can be publicised more heavily around events such as 'national sleep day', helps create long-lasting links that will stay relevant all year round.

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 ranged between 74 and 29, with Brook + Wilde Sleep flagging the lowest DA. This sleep brand should ensure they’re uploading high-quality, original content to help increase the quality and quantity of their backlinks.

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. Typically, most brands in non-essential sectors are seeing falls in traffic year on year, and potential customers are likely to delay big purchases, like mattresses and beds, unless absolutely necessary.

Eight brands saw a decrease in organic traffic on desktop, and 8 saw a decrease on mobile. The brand to watch is Brook + Wilde Sleep, which saw a -58% decrease on desktop and a -100% decrease on mobile. This sleep brand should ensure they’re following an effective keyword strategy to help increase their organic traffic.

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. For sleep brands, making good use of the 'reviews' universal search result will allow them to build trust in customers directly from the SERP.

Silent Night continued to secure the most Universal Search appearances (7,035), with the majority of these coming from ‘images’ (4,300). On the other hand, Brook + Wilde Sleep flagged the fewest overall appearances (24).

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. Sleep brands should be looking to include high conversion-potential longtail keywords in their strategy, such as 'memory foam king mattress next day delivery', as these indicate users looking for products with immediate availability.

Silent Night continued to secure the most longtail keyword appearances for position 3 (1,731) and positions 4–10 (3,107). These figures are a slight reduction compared to the previous quarter, but it’s to be expected to see a fluctuation in keyword appearances each quarter.

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 provide an opportunity for sleep brands to quickly reach audiences with offers, new lines, and key products they’re looking to push.

We’ve included screenshots of Emma’s sponsored Facebook posts. This UK sleep brand included vertical images, suggesting they’re catering to mobile users. However, they should aim to reduce the amount of text per post, as social media users might be more inclined to scroll past longer-length posts.

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. For sleep brands, they can look to create content that is topical for seasonal events but can remain relevant all year round, such as cooling mattress technology that can work alongside both summer and winter duvets for optimal comfort.

Emma has the most Facebook Likes (328,800), and Simba has the most Instagram followers (63,300). However, Silent Night secured the highest total engagement rate (8,603) — a metric all brands should regularly monitor.

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. With blue often being a favoured brand colour for sleep brands, they must ensure that contrast is sufficient enough to make their content readable.

In our previous audit, Dormeo reported 100 accessibility alerts. This quarter, Dormeo is still the brand to watch and continues to report 100 alerts. It’s important that brands take steps to decrease these alerts, such as ensuring all links/buttons work, headers are included and more.

GET THE FULL 70-PAGE Q2 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.