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How to identify and analyze the online flooring purchase journey?

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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.

  • Defining keywords and search queries to construct a well-defined lexical universe.

    Selecting keywords that constitute the lexical universe requires specialized knowledge of flooring and their attributes, as well as an understanding of the market context (distribution channels, brands, and formats). Additionally, the universe is enriched with keywords using SEO tools like. This is followed by a refinement and elimination phase of inappropriate keywords that could introduce biases into search analysis. This step concludes with classifying keywords based on users' initial intentions in the search process.

  • Extraction of search volumes

    We proceed with extracting search volumes for each keyword on Google, which corresponds to the average searches conducted each month over a complete year. The use of Google is justified by its dominance, representing over 90% of the total search volume across search engines in the majority of Western countries.

  • Simulation of search results by query

    This step involves retrieving data from Google search result pages for each keyword or query at a specific moment. This information is used to estimate the number of clicks directed to a website based on its positioning on the page, thus ranking contact points in terms of potential traffic.

  • Classification of contact points

    Prioritization and classification of the top 100 high-performing sites concerning the estimated number of clicks within this specific domain.

  • Categorization of retailer websites

    For each online retail site, Lizeo conducts a detailed analysis to determine which one is the most significant and suitable for the market. This study takes into account several criteria: the type of retailer, market reach, product range diversity, and the availability of comprehensive information on the site.

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?
Contact us

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