The Q4 2022 benchmarking report for UK window & conservatory suppliers has just been published. Learn how the top 7 UK window & conservatory suppliers perform across the digital space.
The latest Q4 2022 benchmarking report for UK Window & conservatory suppliers has just been published. It covers the largest 7 national window & conservatory suppliers, including Everest, Anglian Home Improvements, Safestyle UK, Conservatory Outlet, Ultraframe, First Home Improvements and EYG Home Improvements.
The report highlights year-on-year digital performance, plus winner and loser comparisons across 20+ online performance metrics and quantifies the gaps, risks and missed opportunities for window & conservatory suppliers to win brand exposure, grow market share and increase leads/sales from online sources.
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.
You can also find out how these 7 window & conservatory suppliers 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 window & conservatory suppliers have varying degrees of technical errors that will be hindering organic traffic and conversion performance. An example here is Anglian Home Improvements’ 164 4XX errors. We saw in Q3 Anglian Home Improvements had the highest number of errors with 15 4xx errors, however as we can see, this has gotten progressively worse over the last quarter. 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 the scores range from 23-69. We can see in Q4 that the scores have jumped up to 26-75, with Safestyle UK taking the top spot. Since Q3, First Home Improvements have dropped from 69 to 45. First Home Improvements needs to be looking into what is causing its mobile page speed to slow down. We would expect all seven window & conservatory suppliers to score at least within the ‘okay’ range of 50-89.
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.
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 28 to 60. We can see compared to Q3 that Conservatory Outlet, although still the lowest scoring company, has gone from 27 to 28.
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 seven window & conservatory suppliers have performed compared to last year. Continuous improvement and optimisation is also needed to secure traffic year on year. We discovered that only one of the window & conservatory suppliers in our report has gained organic mobile traffic year on year putting the other six providers in danger of losing organic customers to their competition. First Home Improvements are still the only brand gaining organic mobile traffic compared to last year, gaining 91%. EYG Home Improvements saw the biggest loss of 54%.
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 image pack were still the highest used universal search feature, with Everest taking the top spot reaching 3,600 results. Most companies are underusing most universal search feature options, with some companies only seeing a handful of results. Those getting a small amount 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.
Conservatory Outlet and First Home Improvement are still ranking for a lot fewer longtail keywords than their competitors, 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 EYG Home Improvements Facebook ads. The use of images of their products, large SALE style writing, along with contrasting colours, make the adverts 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 window & conservatory suppliers are falling behind on content creation. We can see that both Safestyle UK and Anglian Home Improvements 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.
Though most of the window & conservatory suppliers brands appear to have reasonably accessible sites, with fewer errors than we typically see, however errors are still appearing. Ultraframe are still seeing the largest number of errors with 100 alerts on their website, showing no improvement from our Q3 report. All seven window & conservatory suppliers should always be reviewing and optimising their accessibility, however those seeing high numbers of errors and alerts need to investigate what the issues within their websites are.
Q4 2022 Winners leaderboard
For a glance into just 6 of the metrics we evaluated these top 7 window & conservatory suppliers on, check out our quick-look table below;We can see that compared to Q3, there has been changes across the board, with Everest jumping from #2 to #1 and Conservatory Outlet dropping from #5 to #7. 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 Rob Allen.