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What are the online consumer search habits when it comes to tyres?

Lizeo, leader in online data in the tyre industry and publisher of the tyre comparison website rezulteo, regularly analyzes the searches carried out by consumers on the Internet when they want to change their tyres and when they are looking for tyres adapted to their needs. 

Analyzing online searches gives us a better understanding of consumers, the questions they ask themselves before fitting new tyres for their vehicles, and the criteria they put forward in their search.

The aim is to identify the main online tyre search patterns, to identify the main digital touchpoints (sellers, prescribers or tyre brands) and also to reveal emerging trends in the long tail of searches.

The challenges faced by tyre manufacturers include:

  • Identify consumers’ online search habits for tyres.
  • Identify the digital touchpoints to which consumers are exposed during their buying and search journey.
  • Assess the spontaneous awareness of tyre brands
  • Collect data to refine its understanding of the online market and make the right decisions

The Lizeo methodology for analyzing the consumer's online search journey

Lizeo draws on its expertise, acquired through its rezulteo comparison website, the search patterns of internet users when they are in the tyre pre-purchase phase and its knowledge of the products and characteristics of the tyre market.
 

The method is then divided into 5 key steps:

  • 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 tyres 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 search analysis : what do we learn from the data we collect?

Consumer searches by category

Some insights:

The study reveals that 24% of searches are targeting a location, a proximity, which means that people in the UK are primarily looking for a place or solution close to home that can meet their needs.

The retailers most spontaneously searched for

Some insights:

  • Retailers are mainly Click & Mortars, which means UK sellers are first and foremost physical shops that have an online e-shop.
  • Retailers are not specialised in one segment, they are multi-disciplinary in the repair and sale of car parts.
  • The second type of search is linked to a specific need, in particular the search for information on tyre size, pressure or fitting.

The websites and digital touchpoints that capture most of the traffic

Some insights:

  • Information sites do well in this universe, getting a large share of the estimated traffic. The subjects they cover are very varied: some sites will talk about cars, others about tyres, and they may include blogs, press articles, tests, sharing of good tips, legislation, etc.
  • Collaborations can be set up with these sites to increase visibility and brand awareness.
  • Carsguide, tyre-pressure and wikipedia are examples of this type of site.

Do you want to understand and learn more about your tyre customers' buying journey?

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