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

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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 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:

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

Consumer searches by category

Some insights:

The study reveals that 34% of searches are linked to a dealer, garage or car center, which means that users are mainly looking for a service provider to meet their tyre purchase, repair, fitting or rotation needs. Consumers are looking first and foremost for a professional who can change their tyres and also for expertise to advise them on the type of tyres to fit their vehicle.

The most popular retailers

Some insights:

  • In the retailer category, pure players come out on top, particularly Allopneus with a third of searches, followed by 123pneus and 1001pneus, thanks to their brand names, which use the word “tyre”.

  • On the other hand, although online purchases of tyres have risen sharply in recent years, motorists still need to call in a professional to fit and balance their tyres, which also explains the weight of this category in consumer searches.

  • The second type of search is linked to a specific need, in particular the search for information on tyre size, pressure or fitting.

  • Searches for brands and/or products account for only 6% of total searches, with Michelin being the most popular brand, thanks to its strong reputation in France

The websites and digital touchpoints that capture most of the traffic

Some insights:

  • Specialist tyre dealers capture most of the Internet traffic linked to tyre searches in France, followed by fast fitters, with a total of almost 70% of estimated traffic directed to these sites.

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

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