Cooper Tire & Rubber Co. has the best manufacturing website, at least in the eyes of the Internet Advertising Competition (IAC). And it has the award to prove it.
The IAC selected www.coopertire.com the winner of its Best Manufacturing Website award. The website earned top honors in its category based on seven criteria: creativity, innovation, impact, design, copywriting, use of the medium and memorability.
The 2018 IAC awards, which Cooper says is the only industry-based advertising award competition dedicated exclusively to online advertising, highlight the top online advertising in 96 industries and nine online formats. Awards are given to those entries the judges rate as best within each industry category.
“It was important when redesigning the Cooper consumer website that we create a user experience that simplifies the tire selection process and helps consumers through their purchase journey," said Jessica Egerton, Cooper’s director of brand development. "By conducting extensive user and market research, we enhanced our site’s digital tools, improved navigation and eliminated jargon to make the purchase decision less stressful."
The new Cooper website was launched in 2017. It includes an interactive tire selector guide called "Help Me Choose" that aids consumers in finding the right tire by asking them what their vehicle type is, what their expected mileage is, and what the typical weather conditions they experience are.
The site offers intuitive filtering through the use of check boxes related to key criteria utilized in the tire purchase decision. Those browsing the site also can view all Cooper tires. Other features include live chatting with a Cooper consumer relations specialist and educational content related to tire buying.
IAC award winners are highlighted on the competition’s website at www.iacaward.org/iac/winners.asp.