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How to identify and analyze the online flooring purchase journey?

This industrial player in the flooring industry aims to better understand the flooring market for both B2B and B2C audiences.

This ambition requires a deep understanding of customer and consumer behaviors, as well as the distinct expectations of these two market segments.

The challenges faced by this actor include:

  • Identification of key touchpoints and spheres of influence for the consumer
  • Identification of competition within each product category
  • Measuring online visibility as well as points of sale
  • Collecting data to refine market understanding and make informed decisions

The Lizeo methodology for analyzing the online consumer search journey includes:

Lizeo conducts preliminary research to understand the target market and online user behavior during their pre-purchase phase.

  • Definition of keywords and search queries to build a defined lexical universe

    Selecting the keywords that make up the lexical universe requires specific knowledge of products and their market. Once the lexical universe has been refined, the search queries are categorized in order to classify the intentions of Internet users.

  • Extraction of search volumes

    We extract search volumes for each keyword on Google.

  • Simulation of search results by query

    This stage enables us to retrieve the Google results for each keyword or query. Our method enables us to calculate potential traffic for each site.

  • Classification of digital touchpoints

    Ranking and classification of the 100 best-performing sites, in terms of estimated number of clicks.

  • Categorisation of retailer websites

    Each of the sites in this top list is then analyzed and categorized according to its purpose for the consumer, providing an essential element in our analysis.

Online flooring search: What do we learn from the collected data?

Volume of consumer searches by theme

Examples of insights:

The world of flooring is very product oriented with more than ⅓ of user searches in this category. In total, transactional searches represent 96% of global searches with only 4% of searches for informational purposes.

BtoB does not have its own search pattern with less than 0.5% of monthly searches falling into the “Specification” category. The other BtoB queries cannot be dissociated from the BtoC ones.

Consumer searches by product

The most searched products

Some insights:

While the “Product” category where only flooring product are mentioned represents 38% of monthly searches, 84% of total queries have a product type mentioned.

PVC floors (45,9%) are the most searched ahead of parquets (30,2%) and lino (18,5%).

Are you looking to understand and learn more about your customers' online purchase journey when they search for flooring materials?
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