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What are consumers’ online tire search habits?

Data Blog by Lizeo Back Consumer online tire search habits Lizeo, the leader in online data in the tire industry, regularly analyzes the searches carried out by consumers on the Internet when they want to replace their tires and when they are looking for tires adapted to their needs. Analyzing online searches gives us a better understanding of consumers, the questions they ask themselves before putting new tires on their vehicles, and the criteria they put towards their search. The goal is to identify the main search patterns, the main digital touchpoints (sellers, prescribers or tire brands), and also to reveal emerging trends in the longevity of searches. The challenges faced by tire manufacturers include: Identifying consumer online search habits for tires Identifying the digital touchpoints to which consumers are exposed to during their buying and search journeys Assessing the spontaneous awareness of tire brands Collecting data to refine its understanding of the online market and making the right decisions The Lizeo methodology for analyzing the consumer online search journey Lizeo identifies the search patterns of internet users when they are in the tire pre-purchase phase and its knowledge of the products and characteristics of the tire market. This 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 the tire industry along with the market context (distribution, brands and specific tire patterns). In addition, the universe is enriched with keywords using SEO tools. Extraction of search volumes We extract the search volumes for each keyword on Google, which corresponds to the average monthly searches on a full year basis. Simulation of search results by query This stage will allow you to retrieve the results data from the Google page for each keyword or query at a given moment in time to estimate the potential traffic for each website. Classification of digital touchpoints Ranking and classification of the 100 best performing websites in terms of estimated number of clicks in this particular universe. Categorization of retailer websites For each e-commerce site, Lizeo carries out a detailed analysis to determine which is the most significant and relevant to the market. Online search analysis : what do we learn from the data we collect? Consumer searches by category Some insights: The study reveals that in the US tire market, 39.0% of searches are related to retailer (dealers, garages or car centers), which means that users are mainly looking for a service provider to meet their tire purchase, repair, or mounting & balancing needs. Consumers are looking first and foremost for a professional who can change their tires and also for an expert to advise them on the type of tires needed for their vehicle. On the other hand, although online purchases of tires have risen sharply in recent years, drivers still need to call a professional to mount and balance their tires, which also explains the weight of this category in consumer searches. The second type of search is linked to a specific location, indicating a preference for nearby solutions and convenience. Searches for brands and/or products account for 15.9% of total searches, which is massive compared to European countries (UK and France). The U.S. market places a lot of trust in tire manufacturers, and directs part of their search to their brands. The retailers most searched for Some insights: In the retailer category, Click & Mortar comes out on top, with DiscountTire emerging as the most mentioned keyword, constituting 36.9% of searches around retailers, followed by Tirerack at 8.4%, and Firestone Complete Auto Care 6%. This highlights the dominance of national retailers in consumer preferences. The websites and digital touchpoints that capture most of the traffic Click & Mortar dealers capture most of the Internet traffic linked to tire searches in the United States, followed by Pure player dealers with a total of almost 58% of estimated traffic directed to these sites. Information websites represent an important part of the search results. Social networks, blogs, forums, and other informational sites account for around 15% of the estimated traffic. This offers a great opportunity to partner with these sites to redirect traffic to a target site. Some insights: Information sites do well in this universe getting a large share of the estimated traffic. The subjects they cover are varied: some sites will talk about cars, others about tires, may include blogs, press articles, tests, sharing of good tips, legislation, etc. Collaboration can be set up with these sites to increase visibility and brand awareness. Cars guide, tire-pressure and wikipedia are examples of this type of site. Do you want to understand and learn more about your customer buying journey? Contact us In this post

What are the online consumer search habits for fragrance?

Data Blog by Lizeo Back What are the online consumer search habits for fragrances? Lizeo, a leader in online data in the automotive industry for over 10 years, is leveraging its expertise to serve new sectors while diversifying its scope of services. The fragrance industry is one of the new sectors being studied by Lizeo. Over the past few months, several studies have been conducted on consumer online searches. Analyzing online searches allows for a better understanding of the consumer helping to anticipate their expectations and positioning to meet their needs from the very first phase of their search. The goal is to identify key elements of the search (keywords, retailers, brands…) in order to adapt the online presence of brands and uncover emerging trends in the field. The Challenges for Businesses in the Fragrance Industry Identifying online consumer search habits in fragrances and gaining a better understanding of the consumer. Identifying digital touchpoints that consumers encounter during their search journey. Gaining a competitive edge in terms of SEO positioning. Assessing spontaneous brand awareness. The methodology for analyzing the online search journey of fragrance buyers Lizeo conducts pre-research to understand the target market and the behavior of online users when they are in the pre-purchase phase of their search journey. 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 fragrances and their market. Once the lexical universe has been refined, the search queries are categorized in order to classify the intentions of online shoppers. 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. Categorization of retailer websites Each of the sites in this top list is then analyzed and categorized according to its purpose for the consumer while providing an essential element in our analysis. Online Fragrance Search: What Do We Learn from the Collected Data? Consumer Searches by Theme Consumers primarily search for a brand or a product reference (Dior, Yves Saint Laurent, and Chanel lead the searches). L’Oréal Group brands outperform those of the LVMH Group. Retailers play a significant role in the search phase with Sephora and Nocibé being regularly mentioned in connection with a fragrance brand. These same retailers (Sephora and Nocibé) are the main touchpoints in the consumer journey accounting for over a quarter of the estimated traffic in the fragrance universe. The Most Searched Brands Insights: Analyzing consumer searches allows us to determine the place a brands holds in their consumer’s mind. It also identifies the preferred distribution channels that become automatic searches for consumers. Collaborating with these distribution channels allows the brand to increase its visibility and sales through featured placement on e-commerce sites. Do you want to understand and learn more about the online buying journey of your customers when they are searching for a fragrance? Contact us Related posts Would you like a demo?