FMCG Digital Maturity: Scoring Rationale
The top 100 FMCG brands have been chosen for this report based on sales figures reported in The Grocers “Britain’s Biggest Brands 2018” report.
To measure the digital effectiveness of the FMCG brands we looked at the organisations’ customer facing branded websites. A minority of brands did not have their own UK focused website. Some brands have a section within a parent company website or no website at all. A full list of websites tested can be seen below. For further details about the research methodology please see the full rationale or get in touch at info@bekagool.com
For Kagool to understand the digital maturity of UK FMCG brands, a wide range of data captured using a plethora of third party tools. The data was then analysed by our team of digital marketing analysts. The data for this report was collated in February 2019 and all information is accurate to the research period.
Our aim was to collate and analyse information on each of the UK’s top 100 FMCG brands to learn how each performs digitally. By measuring key metrics in 11 core aspects of the organisations’ digital marketing activity, we were able to calculate an overall digital maturity score (%).
The categories measured include:
Each company was given a score for each category. The scores were then aggregated. This is then converted into a percentage to give an overall view of how digitally mature the organisation is.
The key digital marketing aspects included within the scope of this work was:
We used Google’s, ‘Mobile-friendly test’ tool is used to test how easily a visitor can use a web page on a mobile device. Each website was given a score based on the Google test results:
0 errors = 10 points,
1 error = 7 points,
2 errors = 5 points,
3 errors = 3 points,
4+ errors = 0 points
Each organisation was given a score up to a maximum of 10. They were awarded 2 points for each of the following calls to action that were applicable to their site:
Each organisation was awarded a score out of 10. They were given two points for each of the following:
Each company was awarded points up to a maximum of 10. They were awarded points for following:
We used SEMrush, a competitive intelligence suite for online marketing, to look at 9 different variables which would affect an organisation’s search marketing.
For each variable we scored the companies that ranked in the top 33 positions 1 point. The next 33 companies received 0.5 points, and the bottom 34 companies 0 points.
The points for each company’s variables were then added up to a possible score of 9. The top company overall was given a score of 10.
We looked at how each organisation uses 4 social media platforms (Facebook, LinkedIn, Instagram and Twitter). For each social platform a company was given 1 point if they used the channel (Where possible we used the channels the brands linked to from their sites). The amount of times a company posted per month on each channel was then counted as well as the number followers. The 33 companies that posted the most content on a channel were awarded 0.5 point the next 33 companies received 0.25 points and the final 34 were awarded 0 points. For followers the 25 companies with the most received 1 point, the next 25 0.75 the third 25 received 0.5 and the final 25 received 0.25 points. And company that had 0 followers or didn’t post in the last month also received 0 points. A maximum of 10 points was available per company.
Google’s website speed tool was used to test the mobile website speed of each website on a 3G connection. Each company’s home page was tested twice, and the speeds averaged. Each company started with a score of 10 and one point was taken off for every second a site took to load. For example, if a site took 7 seconds to load they would be scored 3. Any site which took 10 seconds or more to load was given 0 points and their time noted down to provide accurate ranking.
The brands were tested and scored if they
A maximum of 10 points was available.
The brands were scored on their YouTube content each brand was scored on:
A maximum of 10 points was available for Video.
Each brand was scored on whether they had an app on either the Apple App Store or the Google Play Store. Each brand was awarded 2.5 points for each channel they had a presence on. A maximum of 5 points was available.
For data protection each site as tested to see if they had a privacy policy and whether they asked for prior consent for cookies. 2.5 points were awarded for each.
Maturity percentages were worked out to three decimal places and then rounded to the nearest percentile. This means that while two companies may appear to have the same score their maturity rank may be different. For example, both companies with a maturity % of 68.125 and 67.5 will show as 68% but one will rank above the other.
A small number of companies had multiple sites under the same brand. The website chosen to test was the first to appear in the Google search results which was UK facing when searching for the brand.
9 companies didn’t have their own consumer facing brand website in the UK. These usually had pages sat on their parents’ companies’ sites. As they didn’t have their own website we could not test them for speed, search, mobile optimisation, customer service, content or eCommerce. During the first two weeks of February the Kettle Foods UK website was temporarily unavailable. This means it couldn’t be tested.
We have acted to ensure that the data is as accurate as possible. To ensure that the results were accurate we followed a rigorous and scientific process throughout the study. This included secondary individuals following the same rationale for a selection of organisations to ensure that the same score was reached upon re-testing.
Please note, this is a research piece. Not all the top 100 UK FMCG brands have been designed and developed by Kagool. Any imagery taken from the websites and used as part of the report was taken in February 2019.
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