Case Study · Automotive
reifen.com: Three decisions, one smooth purchase
reifen.com sells tyres and wheels for cars, motorbikes and vans, and arranges fitting through a network of partner garages, in several languages and countries. Every purchase is a chain: vehicle, size, appointment. We read that chain as a single journey and looked for the places where it can build even more momentum.
I'll show you where your shop loses buyers.
Result
+12.5 %
Conversion rate on the product page. A/B tests with Kameleoon, September 2025.
Vehicle, size, appointment
When you buy tyres online, you first identify your vehicle. Next comes the right size, and finally a fitting appointment somewhere nearby. Each step has its own rules. The customer knows the first step carries the other two, so they check it carefully. A shop that gives them certainty here earns their trust for the whole chain.
The range is large. Dozens of models at different price points often fit a given vehicle, and a well-reasoned shortlist turns that breadth into a strength. Fitting through the partner network is a real edge over pure online sellers. In the purchase process it shines as a plus, as soon as the customer sees early on that a garage near them will reliably take the appointment.
Reading the chain as a whole
In many shops, vehicle selection and size filters are owned and improved separately from appointment booking. We looked at them as one journey, because from the customer's point of view there is only one purchase. Hand-offs between two steps barely show up in separate reports. The customer feels them straight away.
We examined where users need certainty that the tyres will fit, and what they do at that moment. Some go back, some open a second tab, some give up. For fitting, the question is how early and how concretely the appointment becomes visible. A nearby slot is a strong argument if it appears in time. The third lever is reduction: with a range this size, a well-reasoned shortlist brings the customer to a decision faster than a complete list.
Result
Five tests in September 2025, two of them winners. Product page: +12.5 % conversion rate at 99.4 % significance. Cart: around +11 % conversion rate.
- +12.5 %Conversion rate on the product page
- around +11 %Conversion rate in the cart
A/B tests with Kameleoon, September 2025
Multi-step purchases are won in the hand-offs
Our view after this project: in shops where buying takes several decisions, the biggest potential rarely sits in a single step. It sits in the hand-offs, where one step ends and the next raises new questions. If you look at product choice and service together, you find these seams. It pays to walk through the whole journey once from the customer's point of view and ask where certainty is created. Often the strongest lever is waiting in a hand-off that nobody has claimed yet.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.