Motorpoint + UserTesting
About Motorpoint
Founded in 1998, Motorpoint is the UK’s leading omnichannel retailer of nearly new cars and vans, with 20 store locations across the country. Award-winning service, unbeatable prices, and 25 years as a leader in the nearly-new car market have proven Motorpoint’s commitment to improving the car buying experience, whether it’s online or in-store.
Motorpoint achieved
Challenge
The world of car buying has changed greatly since Motorpoint’s founding in 1998. Today, consumers are just as comfortable shopping for a new car online as they are in-store. Motorpoint recognized that inconsistencies between their online and in-store buying journey would have had a detrimental effect on their customer experience. To respond to this changing behavior and new digital disruptors, Motorpoint needed to create a digital customer experience that facilitated the car buying journey from start to finish–and use a data-driven approach to remove any inconsistencies between its online and in-store experience.
With limited resources available and a small team, efficiency was vital as they wanted to dedicate time to improving the functions and features customers used most, and track behavioral data in the process. To achieve all of this, Motorpoint needed direction from its customer base. Having relied on agencies in the past, Motorpoint was ready to make a change and needed to create its own streams of user feedback to help its transformation journey move with speed and confidence.
Solution
The evolution of Motorpoint’s car buying experience was as much a data transformation as a digital one. Since working with UserTesting, Motorpoint has implemented a new test-and-learn approach that has provided rapid user insights and guided its digital development, enabling the retailer to innovate and understand exactly how their customers use their product.
One surprising insight came when Motorpoint was planning to redevelop its vehicle valuation tool, a legacy tool the retailer had used for a number of years. However, user feedback showed customers were happy with it, and redevelopment was unnecessary, saving the team time and money that could be better spent elsewhere.
By testing regularly and embedding customer insights throughout the development process, Motorpoint established new processes rooted in data, allowing the retailer to confidently tweak its digital experience and avoid dedicating time to projects that wouldn’t generate a significant impact or require significant rework costs.
Outcome
By gathering valuable insights through UserTesting, Motorpoint’s digital transformation has seen website leads increase by 18% and bounce rates drop by 10% on average.
Having recently brought the design team in-house Motorpoint wished to create its own streams of user feedback and use insights to improve its functions and features efficiently. Today, this is now possible. By using UserTesting’s platform and gaining new consumer insights on a regular basis, Motorpoint’s team has developed greater confidence in their decisions and can move with the speed required to meet their customers' expectations.
For the Motorpoint team, the benefits of gaining new and timely customer insights stretch beyond developing new products. Improvements have also provided a clear and trackable ROI that helps the team show senior leaders the beneficial impact of their investment and the continuing optimization of Motorpoint's digital experience.
Razvan GhicaHead of Design at Motorpoint"UserTesting is now embedded into our day-to-day product design processes to build or develop insight - it’s a key part of our work.”
Alex HowlandDigital Marketing Director at Motorpoint“Using UserTesting's platform is a natural step for our team today. The insights it offers, and the speed at which we can get these insights, are critical to allow us to build and optimize our digital platforms in a way that creates value for our customers and the business.”
