The Q4 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 Q4 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 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 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 Q4 2025, the average monthly budget wastage across these UK sleep brands was £19,336, 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 £40 . 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 Sleepeezee has the highest at £161.

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, OTTY has the lowest estimate monthly ad spend at £297, and Simba has the highest at £640,000.

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 the most 404 errors (1,024). This quarter, Tempur has dramatically reduced their 404 errors to 29, no longer making them the brand to watch. Currently, Vispring is the one to watch, flagging a total of 2,025 404 errors. Broken internal links that lead to 404 pages can weaken a site’s structure. They interrupt the natural flow of authority between pages, making it harder for search engines to understand and rank content effectively, which can result in valuable pages losing their link equity and overall search performance.

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.

In our previous report, Silent Night flagged the slowest mobile site speed (25). This quarter, Silent Night has increased their mobile site speed to 34, no longer putting them at the bottom of the leaderboard. Currently, the mobile site speed ranged between 66 and 26, with Dormeo reporting the lowest score. Users often associate slow websites with poor reliability or lack of professionalism. To maintain trust and competitiveness, websites should monitor their site speed regularly and prioritise improvements that keep their mobile experience fast and seamless.

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. In our last report, Brook + Wilde received the lowest DA score (21). This quarter, Brook + Wilde remains the sleep brand to watch, and they’ve since decreased their DA to 19. Only two brands reported in the ‘excellent’ zone, with Tempur securing the highest DA score (74).

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.

Seven brands reported a drop in organic traffic on desktop, with Relyon Beds Ltd receiving the biggest loss (-48%). On mobile, 6 brands reported a drop in organic traffic, with Brook + Wilde Sleep receiving the biggest loss (-100%). Desktop websites also tend to perform better for industries that involve detailed information, such as B2B services, finance, or software. Users in these sectors prefer the larger screen and easier navigation that desktops provide. As a result, these audiences are more likely to search, read, and convert on desktop devices.

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 continues to report the most Universal Search appearances (5,030) — a decrease from 6,000 total previously. The majority of Faith In Nature’s appearances came from ‘images’ (4,000).

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 continues to secure the most longtail keyword appearances for position 3 (1,821) — an increase from 1,758 previously. Silent Night also continues to secure the most appearances for positions 4–10 (3,908) — a decrease from 3,473 previously. Additionally, we’re pleased to see Relyon Beds Ltd has made some progress since our last audit. Even if progress is slight for brands, it’s a step in the right direction and an indication that their keyword strategy is working.

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 Silent Night’s sponsored Facebook posts. This UK sleep brand included a variety of text line lengths, including shorter lines to help make their content more scannable.

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.

Tempur secured the most Facebook Likes (413,500), and Simba secured the most Instagram followers (65,700). Facebook was the most popular social media platforms of all brands. Eve received the highest total engagement rate (8,569) and the highest average engagement (147).

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, Silent Night received the most accessibility alerts (153). This quarter, Silent Night remains at the bottom of the leaderboard, though they’ve since decreased their accessibility alerts to 112. Search engines value websites that are well-structured and easy to navigate. Fixing issues such as missing alt text or broken links improves crawlability and indexing, which can positively impact organic search rankings. 

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.