The Tire Choice - Used Google Analytics for Deep Visitor Analysis and Segmentation

Results

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    Advanced Segmentation Used in Conjunction with Custom Variable Data

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The Tire Choice and MoreVisibility

MoreVisibility began working with The Tire Choice in late 2010 to provide search engine optimization (SEO), paid search marketing, social media, call tracking and web analytics services. The ultimate goal for The Tire Choice is to drive customers, new and returning, to one of their 30+ physical store locations in the state of Florida for new tires, tire rotations, oil changes, and any other automotive service that's needed. The call tracking has been instrumental to initiate phone calls to the stores, while serving as a customer service training tool.

The way that both MoreVisibility and The Tire Choice learns, analyzes, and stays on top of what visitors are doing on their website is by using Google Analytics - a web analytics platform that measures and trends website visitor activity.

Problem:

What cars do our visitor's drive and what tire sizes do those cars have?

In order for The Tire Choice to be able to service their customers properly, it's critical to know what car a customer is bringing in for service. If a customer is scheduling an appointment online, he/she is requested to select either the vehicle that they are bringing in for service, or the tire size that their vehicle carries.

While this data is passed along to the appropriate store upon a successful scheduling of an online appointment, there was no way for The Tire Choice to analyze a customer's vehicle or tire size data in relation to website activity previously (e.g. what pages were visited, what other goals were completed, what keywords were searched for, or what marketing initiatives drove the customer to the website).

Solution:

Custom Variables paired with Advanced Segments using Google Analytics.

By default, Google Analytics does not track user-generated content on forms or other non-page view interactions, such as the type of vehicle selected or the tire size chosen during the online appointment scheduling process. MoreVisibility worked with The Tire Choice to configure a custom variable for any visitor who chose a tire size or a vehicle type, to capture that piece of information, which became integrated with their web analytics visitor data.

Advanced segmentation was then used in conjunction with custom variable data to group like vehicle types, such as SUV's or sedans, as well as to categorize similar tire size groups, such as R15, R16, and R20 tire groups.

Results:

From March 1, 2011 to June 15, 2011, some interesting, insightful, and useful data emerged. For starters, we were able to determine that roughly 60% of users scheduling online appointments entered in a vehicle tire size, while roughly 40% of users entered in their vehicle make / model.

In that same time period, 205-55-R16 and 265-70-R17 were the top two most requested tire sizes on The Tire Choice website. According to the Modern Tire Dealer (MTD, an authority on tires and automotives), 215-60-R16 was the most popular tire size in 2010, which was the third most popular tire size for The Tire Choice in a three and a half month period in 2011.

Also in that time period, the 2007 Toyota Camry LE was the most popular vehicle, immediately followed by the 2009 Toyota Camry LE. Toyota had 5 separate models in the top 10 list, while Honda had another 4 of the top 10. Lexus was the only other car make to crack the top 10 in popularity, and the 2002 Ford Explorer XLT, at #15, was the top American vehicle requested.

Summary

Working with MoreVisibility - a Google Analytics Certified Partner - The Tire Choice is now equipped with business-critical information that will help their website decision making process for many months and years to come. For example, knowing that the top two cars that are searched on the website are Toyota Camry LE's, the Tire Choice can be ready with additional 215-60-R16 tires, which are the standard Toyota Camry tire size (and third most popular tire size searched for on the website).

Google Analytics is the most widely used free web analytics platform in the industry and can be configured to provide enterprise-level, business-impacting data for website owners and marketers across any industry, regardless of marketing budget or website size.

About The Tire Choice:

The Tire Choice is Florida's Fastest Growing Tire & Auto Repair Super Store, with over 30 stores in Southern and Central Florida. The Tire Choice carries the finest brand name tires like Michelin, BFGoodrich, Uniroyal, Pirelli, Bridgestone, Yokohama, Nitto, Goodyear, Falken & Continental. The Tire Choice's repair facilities are state-of-the-art and their staff is comprised of only highly trained professionals. No matter what someone drives - foreign, domestic, or exotic - The Tire Choice has the right tires for any vehicle and the equipment to service it right. For more information, visit The Tire Choice online at www.thetirechoice.com.

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