The company
Motorpoint is the UK’s leading independent retailer of nearly new and used cars. First opening its doors in 1998, it now operates 20 stores across England, Scotland and Wales.
In addition to its retail stores, Motorpoint has a robust online presence. Its website lets you browse, reserve or buy vehicles online, chat live with a sales representative, or easily inquire about a car via email or phone.
Martin Wood, Motorpoint’s UX analyst, shares more about how he uses Contentsquare to optimize the customer’s digital journey.
Motorpoint website
The challenge
With a small digital team and limited resources, Martin needed an easy way to empower data adoption, improve reporting to leadership and combine different data views.
“We use different bits of tech to piece together how our website is working,” says Martin. “We’d spend time combining those different bits to try and create a story. But what if you could do it all in one place, all in one view?”
The solution
To achieve a centralized view, Motorpoint built custom dashboards in Contentsquare. The dashboard gives them a low-maintenance, flexible way to track website performance that is easily accessible to the whole team.
Tailored dashboards to align teams
Building the dashboard in Contentsquare was intuitive, offering Martin a high level of personalization. He could select the type of visualization he wanted (e.g., a line chart or a page visualization) and choose where to position it on the page.
The result was a dashboard both functional and easy to understand.
“Our dashboard has a lot of data visualizations,” says Martin. “But with Contentsquare, it's very easy to hide and show what you need. And once you get used to it, you start to understand it.”
The new dashboards let the Motorpoint team
Keep key metrics top of mind: A general overview at the top contains data like page views, bounce rate, and session times
Track website performance: The website’s overall performance and speed metrics appear on the dashboard because they impact both the user experience (UX) and SEO
Monitor browsing: To assess UX performance, the team included browsing metrics, on-page behaviors and user interactions
View outcomes: Line graphs and bar graphs show progress toward the website’s goals, like lead generation and content performance
Analyze results in-depth: With filters, users could segment the data (e.g., by traffic type) to surface new insights and optimize content accordingly
Within the Contentsquare platform, it’s very easy with just a few clicks to start looking at the impact we’ve made—whether it’s a new release and we want to see what happened before and after release or we want to compare last year’s performance to this year.
Quickly analyzing A/B tests
Motorpoint also found that the Contentsquare Experience Intelligence Platform made it easy to analyze A/B tests and report the data in a consistent way via the AB Tasty integration.
The integration allows them to jump into Zone-Based Heatmaps to understand where users click and tap and Session Replay to watch recordings of their page interactions.
The results
The Motorpoint team now has a seamless dashboard for measuring and reporting on their site performance, allowing the team to
Achieve 75% time savings
Offer self-serve access, resulting in 5x more users engaging with website data in Contentsquare
Quickly see the impact of A/B tests and feature releases and segment their performance
Easily answer business queries and provide insights to leadership
Dashboards cut out our reporting time and have helped us engage with other team members and bring more people onto the platform.
What's next
With the success they’ve had with Contentsquare, Motorpoint continues to look for new ways to use the platform.
“So, we built all of this now. But how do we best use it?” Martin asks.
“How can we make sure that we don't have to check our dashboards all the time?”
To take a hands-free approach, Motorpoint plans to set up manual alerts or AI Alerts to get notified when their business metrics fluctuate from what’s typical.
