The impact
Our approach drove transformative growth for TaxSlayer. We grew registrations by 56%, free efiles by 63%, and lowered cost-per-registration by 23%. But, even more impressively, we achieved:
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 programme ensured TaxSlayer would be a recognised 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 optimisation allowed us to promote the best product offering to align with each audience group’s needs.
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