TireConnect Analytics provides you with data and business insights specific to your tire store. Once logged into the TireConnect Admin Portal, you’ll immediately notice a rolling 12-month analytics dashboard. Let’s review the analytics of a TireConnect demo account to get a better feel of the type of data you can expect to see, and an understanding of what this data means. The key to getting value from any analytics is understanding of how it can be relevant to your business. Throughout this article click on any of the images, to see them enlarged.

Tire Searches

What is it?

At the top of the dashboard you’ll notice a chart showing tire searches for the past 12 months. These are all the searches that were conducted via your TireConnect account.

Why is it important?

It’s important to keep an eye on tire search volume to make sure there are no unexpected drops or significant fluctuations which can be a symptom of underlying issues.

What to look for?

Evaluating the tire searches chart, we notice that tires peak at around 20,000 searches in April, and over 25,000 in November. This may be due to the seasonal nature of tire sales, especially in the northern United States, and Canada, where the two key purchasing times are purchasing winter tires around October-November, and changing to summer or all-season tires around March-April.

  • Other factors affecting tire search levels include the level of marketing efforts and spend
  • And changes in the competitive landscape in your market

Activity Data

What is it?
Below the tire searches chart is an activity data table, which shows monthly numbers of tire searches, general leads, actionable leads and searches with zero results. All data is downloadable as a CSV, Excel, PDF, or you can print out this table. Actionable leads are leads you can follow up on, whereas general leads are those you cannot. A “search with zero results” occurs when a customer searches for a particular tire and nothing is found in your store.

Why is it important?
Be sure to monitor overall leads being generated relative to search levels, so that you can evaluate how successful you are in capturing leads. Evaluating the quality of leads being captured is also important. For example, a low number of actionable leads relative to general leads might mean low quality traffic to your website.

What to look for?
You can potentially make adjustments in pricing strategy, and promotions and rebates, if the search to lead capturing ratio is too low, and or the lead quality poor.

As a rule of thumb if more than 10% of searches have zero results you could have an issue with your inventory. These inventory issues could include not being connect to enough suppliers, or low inventory levels in-store and or with your suppliers. If inventory is not the issue, you may not have setup enough pricing profiles that take into account all tire brands and models you sell.

Leads Chart

What is it?
The leads chart displays a rolling 12-month chart of General and Actionable Leads. Most dealers will notice that their leads chart and tire searches chart are highly correlated, meaning that when your getting more searches, your typically also getting more leads.

General Leads include things such as display quotes, and email & print tire quotes that do not include a follow-up request.

Actionable leads include appointment requests, and email & print tire quotes that include a follow-up request.

What to look for?
You’ll notice that the number of actionable leads is significantly lower than the number of general leads, this is to be expected.

Below the leads chart is a further breakdown of your store’s lead types and their associated potential dollar values.  For example, with this demo account, looking at the trailing twelve months, we see that over 35,000 display quotes were viewed by customers at our demo store, with a lead value of 29 million dollars.

This demo store is also doing exceptionally well having brought over a thousand actionable leads, with email and print tire quotes with follow-up requests, and appointment requests are potentially valued at $500K, $183K, and $222K respectively, over the past 12 months.  Additionally customers have placed 178 orders online, valued at over $100K over the past year.

For this demo store we are seeing about 1 actionable lead for every 40 general leads, this is a healthy ratio. If the ratio is too big, for example 1 actionable lead for every 100 general leads, adjustments to your pricing strategy, marketing efforts, and rebates may be required.

Conversion Rates Analysis

What is it?
The conversion rates analysis section shows the conversion rate between different actions in the sales process.

Why is it important?
Easily evaluate these conversion rates, and find ways to effectively improve them.

What to look for?
Looking at the searches to quotes we see a conversion rate of  27.67% meaning for every 100 searches around 27 of them turn into a quote.

What is it?

The Searches By Vehicle Section and Top Tires sections allow you to see what your customers are searching for most, and tailor your tire inventory to their demands.

Searches By Section

The Searches By Section pie charts provides a breakdown of the most popular vehicles being searched, search levels by vehicle age, and wheel sizes being searched.

Top 20 Popular Tires

Top 20 popular tires provides a breakdown of top tires based on quantity and percentage of total leads and orders that the top models are generating.

Top Tire Sizes

Top tire sizes section, shows the most popular tire sizes being searched by the customer as well the percentage of total searches that a particular tire takes up. As mentioned previously if Zero Results Count is too high. It is likely an indication that your store may have inventory and or pricing issues that need to be addressed.

Bubble Charts Day / Time Breakdown

What is it?
Three bubble charts exist, showing searches, leads, and orders, broken down by day of the week and time of the day.

Why is it important?
One thing you’ll see immediately, is that with TireConnect, you’re able to still see significant traffic and lead capturing outside of your store’s business hours!

What to look for?
These day and time breakdowns can be extremely useful in helping determining when you’re getting the most searches, leads, and highest conversion rates. Using this data you can potentially optimize online marketing efforts. For example to serve ads during the days and times with the highest conversion rates.

Analytics Report

Beyond the rolling 12-month dashboard, you can also see a more filtered look of your analytics from the analytics report page. On the analytics report you can choose to filter down for a specific time range. Choose to only see stats for in-store, your website, the Facebook version of TireConnect, or POS. Look at stats for one of your specific store locations. Essentially the analytics report page provides all the same data and business insights seen in the main TireConnect analytics dashboard, but with additional filtering options.

We hope you’ve enjoyed this article, and we look forward to hearing how you are using TireConnect analytics to help you in making business decisions related to your tire shops.