Introduction

At Motorpoint, delivering a smooth and seamless experience for car buyers is a top priority. As the UK’s leading independent retailer of nearly new and used cars, the company is focused on making every part of the journey, both online and offline,  as simple and stress-free as possible.

We spoke with Razvan Ghica, Head of Design at Motorpoint, who oversees the online experience and leads the company’s optimization and research efforts. He shared how the team is using AB Tasty to improve digital journeys, support smarter decision-making, and move faster with confidence.

Q1: What led you to start using AB Tasty?

Razvan: We take a lot of care when building new features or user journeys, but no matter how thorough we are, there’s always room for improvement. AB Tasty allows us to fine-tune experiences after launch. That’s important because if the website better supports the user journey, it leads to a stronger experience overall, and ideally, better performance in our key metrics.

Q2: What types of experiments have you been running?

Razvan: Most of our tests so far have been simple, things like repositioning content, changing button labels, or making UI adjustments. They don’t require much setup but can deliver meaningful results. These smaller experiments have proven to be very effective, and they’ve shown us that even small changes can lead to measurable improvements.

Q3:Are there any specific experiments that stood out?

Razvan: Yes, a couple come to mind. One was on the product page, where we moved the car specs and features higher up. That small change resulted in a noticeable increase in leads.

Another example is from our Sell Your Car experience. We changed the label on a button that takes users from one step to the next. The original term wasn’t very familiar to users, and just updating the language improved conversion through that part of the funnel.

Q4: Have you explored personalization yet?

Razvan: We’re starting to. We’re currently considering testing variations of our user journeys for different segments, based on things like location, device type, or whether the user is new. We want to understand how we can personalize the experience further for them, and AB Tasty is well-suited for that.

Q5: Beyond performance improvements, how has AB Tasty impacted your internal processes?

Razvan: It’s helped reduce uncertainty in the design phase. If we’re considering two different approaches and can’t decide, we now have the option to test both from the start. That removes a lot of back-and-forth and speeds up decision-making.

We can even test during the design phase when it makes sense. It saves time and helps us work more efficiently. Overall, we’ve seen an increase in lead generation and improved funnel performance, thanks to the ongoing optimization work we’re doing with AB Tasty.

Q6: How easy is it for teams without technical backgrounds to get involved?

Razvan: The test builder interface has been really useful. It’s intuitive and allows non-technical team members to build and launch tests on their own. If needed, someone with more technical experience can jump in and build on what’s there, but in most cases, the builder is accessible to everyone.

Q7: How is the tool used across different teams at Motorpoint?

Razvan: The design team leads most of the activity, but we’ve also seen involvement from our content and merchandising teams. Because the tool is user-friendly, they’ve been able to build tests around things they want to explore, without needing help from developers. That’s important for us, because our engineering team has its own dedicated backlog. They’re not involved in building these tests, and that keeps things more efficient.

Q8: And how does experimentation impact other teams or departments?

Razvan: One of the biggest benefits is the learning it brings. It’s not just about knowing what works; it’s also about understanding what doesn’t. That’s equally valuable. The insights we gain from testing help shape future decisions. We can start from a small observation, go through our workflow, and end up with answers to key questions. It’s a continuous learning loop that improves how we support users across the site.

Q9: How does experimentation fit into your overall digital strategy?

Razvan: Our team is relatively small, especially on the design and engineering side. So our time is valuable, both when building new experiences and when optimizing existing ones. AB Tasty allows us to do both in parallel. We can keep developing new features while also refining what we already have, without taking time away from our engineers.

Q10: Looking ahead, what’s next on your roadmap for testing and optimization?

Razvan: We want to increase the volume of tests we’re running and expand them across more of our journeys. We also want to spend more time identifying user segments we can personalize for. That’s something we haven’t fully explored yet, but we see a lot of potential there.

Overall, AB Tasty allows us to do a lot with relatively low effort,  and the results speak for themselves. We’re excited to build on that and keep improving.

Final Thoughts

Thank you to Razvan Ghica and the Motorpoint team for sharing their insights. Hearing how experimentation supports their decision-making and improves the customer journey offers a clear view of the impact ongoing optimization can have. We’re proud to support their work and to see how these efforts continue to shape a smoother, more confident experience for car buyers.