The impact
The Fresh Market was the only competitor to experience positive traffic trends during this period, according to Placer.ai. In just 38 days, the campaign achieved remarkable results.
158
158% increase in paid efiles
24
24% increase in organic site visits YoY
10
10% increase in profitability
In the hyper-competitive tax-preparation category, TaxSlayer engaged DAC to craft a cross-channel strategy to retain customers on a year-over-year basis, while efficiently delivering new customers each tax season—especially to TaxSlayer’s premium offerings.
The primary KPIs were the number of customer registrations and the cost-per (CPR), as well as the number of completed e-files and cost-per (CPE). Average cart price was a secondary KPI, and we also wanted to focus on driving premium package purchases by targeting a more affluent demographic.
We applied our “Thinking, Planning, Doing” strategic framework to TaxSlayer’s challenge. When customers are thinking about doing their taxes, they want information on things such as tax law changes and available deductions. Content development and a robust organic search program ensured TaxSlayer would be a recognized authority on these types of informational searches.
When customers are planning their taxes, they use refund estimators to calculate their expected refund in advance of having received all their tax forms. DAC made TaxSlayer’s Refund Estimator tool more discoverable, bringing more quality traffic and building a highly qualified audience that could be retargeted at tax time.
When customers were ready to start doing their taxes, our granular approach to SEM optimization allowed us to promote the best product offering to align with each audience group’s needs.
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