In the study on Car Tires, conducted in December 2018, Kwik-Fit.nl is the obvious winner, far ahead of the other car tire providers. A total of 200 consumers used their smartphone to assess the providers, giving Kwik-Fit.nl a Digital Sales Score of 43 points – putting them 14 points ahead of BandenConcurrent.nl (29), and 25 points ahead of autobandenmarkt.nl (18).
In Customer Experience, Kwik-Fit.nl also receives the highest number of points, with a score of 72. BandenConcurrent.nl is in second place on Customer Experience as well, with 70 points, and Profile.nl completes the top-3 with a CX-Score of 67.
Digital Sales ScoreStudy: Car TiresMeasurement date: December 2018Country: Netherlands
- 1 Kwik-Fit.nl 43
- 2 BandenConcurrent.nl 29
- 3 autobandenmarkt.nl 18
- 4 Profile.nl 17
- 5 Bandenthuis.nl 15
- 6 Autobanden-365.nl 10
- 7 Michelin.nl 10
- 8 Euromaster.nl 9
- 9 Autobandencheck.com 8
- 10 Banden-Pneus-Online.nl 8
- 11 Oponeo.com 5
- All Digital Sales Scans are based on the Digital Sales Model. Using this model, details of the orientation process can be explored. Eventually, a website’s performance is shown in two scores: the Digital Sales Score and the Digital CX-Score. Shown above is the Digital Sales Score: this shows howefficient and effective a website is in keeping his visitors.
Kwik-fit.nl highest Preference, BandenConcurrent.nl second with 11%
The 3 biggest providers in the car tires study are Kwikfit.nl, Bandenconcurrent.nl, and Autobandenmarkt.nl. All three reach around 60% Findability. The difference is made in the Preference for the different providers. Kwik-fit.nl gets the highest Preference, put in first place by 29% of respondents. BandenConcurrent.nl follows with an 11% difference, put in first place by 18% of respondents. Autobandenmarkt.nl completes the top-3 with an 8% Preference, equal to Profile.nl’s Preference score.
Autobandenmarkt.nl found by many Conversion lower than other top-3 providers
Kwik-Fit.nl gets a Conversion score of 44%, BandenConcurrent.nl converts 30% of its visitors. These Conversion percentages are almost double of what Autobandenmarkt.nl scores: that website is visited almost as often as BandenConcurrent.nl, but only converts around 16% of visitors.
BandenThuis.nl ranks fifth in the Digital Sales Ranking
BandenThuis.nl is good at fulfilling a specific need of its website visitors: tires bought at BandenThuis.nl are delivered to customers’ homes and installed, which orienting consumers appreciate. The niche player ranks fifth in the Digital Sales ranking, with a score of 15 points. Despite a low Findability (6%) and low Preference (3%), they score high on Conversion (45%).
New: The Digital CX-Score
The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes of Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.
Digital CX-Score | DesktopStudy Car TiresMeasurement date: December 2018Country: Netherlands
- 1 Kwik-Fit.nl 72
- 2 BandenConcurrent.nl 70
- 3 Profile.nl 67
- 4 autobandenmarkt.nl 65
- 5 Euromaster.nl 61
- All Digital Sales Scans are based on the Digital Sales Model. Using this model, details of the orientation process can be explored. Eventually, a website’s performance is shown in two scores: the Digital Sales Score and the Digital CX-Score. Shown above is the Digital CX-Score: a representation of everything a visitor of a website experiences on that website. The score zooms in on the different themes regarding Brand, Offer, and Look & Feel.
Best online experience achieved by Kwik-Fit.nl
The best CX on smartphone is provided by Kwik-Fit.nl, which achieves a Digital CX-Score of 72. Kwik-Fit.nl offers a good experience – on one hand because it’s a ‘renowned and trustworthy’ company, according to orienting consumers. On the other hand, consumers say of Kwik-Fit.nl: “It immediately shows symbols about the economy of the tire and a few other characteristics. The price is immediately clear as well. It also instantly poses the question of whether there’s anything they can help you with, with a chat prompt.”
Preference for All Season car tires
Most consumers – 62 % of respondents – say they prefer All Season tires. No more than 11% prefer summer tires only, and 20% prefer winter tires. And if possible, the website visitors would prefer to have the tires delivered at home. When asked whether visitors are interested in at-home service, such as delivery of tires and installing them, 74% answer in the affirmative, 27% choose no. And that’s exactly the service newcomer Bandenthuis.nl offers, helping them reach a high conversion.
A number of Insights from the study
Kwik-Fit.nl is far ahead of other car tire providers, with a Digital Sales Score of 43 points. BandenConcurrent.nl and Autobandenmarkt.nl follow with respective Digital Sales Scores of 29 and 18.
The 3 big players in the car tire study are Kwik-Fit.nl, BandenConcurrent.nl and Autobandenmarkt.nl. They all reach around 60% Findability. The difference lies in the Preference for providers. Kwik-Fit.nl is the provider that gets the highest Preference out of these three.
Kwik-Fit.nl is best at convincing its visitors, with a Conversion of 44%. BandenConcurrent.nl struggles a little more with convincing its visitors and gets a 30% Conversion. Autobandenmarkt.nl scores lower than the other two on Conversion. Although it’s visited as often (relatively) as BandenConcurrent.nl, it converts less than half the visitors that the competitor does.
BandenThuis.nl is good at fulfilling a specific need website visitors may have. A niche player, it ranks fifth in the DSS ranking with a score of 15 points. Despite a low Findability (6%) and low Preference (3%), they score high on Conversion (45%).
The best online experience on smartphone is provided by Kwik-Fit.nl, which gets a Digital CX-Score of 72.
Goal & Relevance of this study
The goal of this study is to map the digital experience of customers orienting themselves on car tires, which provider they choose, and most importantly, why. Using a proven model WUA has been working on for the past 10 years, we indicate with precision exactly what customers want, what the best practices are, and what issues insurers may have. A custom-made report is available within two weeks, including an action workshop on location and presentation.