CASE STUDY

OPTIMIZATION  |  DESIGN  |  CASE STUDY

OPTIMIZATION  |  DESIGN  |  CASE STUDY

How Redesigning TaxAct Increased Conversions by 8.9%

How We Created Change Without Affecting Revenue for a Leading US Tax Service

How We Created Change Without Affecting Revenue for a Leading US Tax Service

By Poojan Jhaveri

taxact-boy

Optimization is built into the DNA of every marketing and product team.

We hear from them constantly, always striving to push their conversion rates higher in collaboration with their design and engineering teams.

However, they often reach the same realization that the conversion rate they so much want to skyrocket looks like this:

TaxAct1

Despite all that time and effort, it’s not going anywhere.

In the world of experimentation, you’ve reached the “local maxima,” the highest point of the current experience. Even if you were make 50 changes to it tomorrow, it is only going to be as effective as it is in its current form.

What do you do?

TaxAct2

Source: Local Maxima diagram by Joshua Porter

In these scenarios, in which you naturally long to reach the global maxima, how do you determine the best course of action without losing sight of innovation through exploration?

TaxAct, one of America’s leading tax preparation services, came on as a client and we tackled a similar challenge together. They wanted to drive better conversion rates for an average of about 300k visitors every single day during the coming 2019 tax season.

The challenge: make an impact on their conversion rate without affecting revenue.

YML's strategy: Create an easy, friendly, and — dare we say it? — fun online brand.

Approach:

  • Listening to people;
  • Repositioning for a key differentiator;
  • Brand new design;
  • And most importantly of all - Experimenting to safeguard revenue.

Here below, the website, before and after the redesign:

Listening to the Audience

YML champions a people-first approach to problem solving — the idea being that if we build a meaningful experience for the user, it will translate into a meaningful business impact for the brand. In connection with this Tax Act challenge, we dug into user testing and stakeholder interviews to learn about pain points with the current experience.

We learned that customers most desired:

  • More information on savings, calculators, tax reform updates, etc;
  • A colorful and exciting experience that represents ease of use;
  • Comparison of products across competitors;
  • A better explanation of the key differentiator.
no-local-maxima

Repositioning for a Key Differentiator

Once we’d heard from the core audience and considered their perspective in connection with the business need, we saw a bigger opportunity than simply creating digital optimization tactics.

We wanted to position TaxAct as a challenger brand.

Our insight was that in a category filled with stuffy accountants, hard to comprehend tax laws, and difficult deadlines, we could create a — dare we say it — fun tax experience.

A faster, free-er, less stressful way to do taxes.

TaxAct7

Our guiding principle.

Brand New Design Experience

Radical and innovative designs are based out of intuition and experience instead of what testing has proved to work. And so while working on the redesign, we took a hybrid approach.

A revamped design brought with it a new design aesthetic, illustration style and tone of voice for TaxAct. At the same time, lessons from product analytics were embedded into the new experience by setting up personalization to target audience segments based on characteristics, seasonality and device dimensions.

Driving It Home with Radical Testing

We relied upon radical testing of the landing pages to start measuring the results.

TaxAct6

We led with:

1 / Building the site from experimentation - Every element in the design was built and planned to support atomic design so as to scale up experimentation independently across these modules along with the content as a whole.

2 / Phased rollouts - Taking advantage of the A/B testing infrastructure, we rolled out the new experience of the landing pages to 5% of the audience. Did the design perform to the current “local maxima”? No. And that’s fine.

The goal was not testing to validate, but testing to learn. And so we made changes to the elements as needed until statistical significance and KPI impact was achieved. From there we went on to roll out to broader audiences.

TaxAct4_v2

A/B Testing

We planned out and executed an entire roadmap for A/B testing across the tax season both from a client side as well as server-side experiments - ranging from UI (copy, the order of the modules) to price & tier changes.

TaxAct5

To Summarize

  • Identify when you’ve reached local maxima;
  • Keep an eye out for exploration vs optimization;
  • Be willing to break the status quo and try radical testing;
  • Know when to run what type of tests so as to optimize on the effort;
  • Always be measuring;
  • Protect the revenue.

As we’ve said, we continually are asked about whether to stop optimizing at a certain point.

We consistently give the same answer: Absolutely not.

About the Author

Poojan Jhaveri

Poojan_Potrait_red

Poojan has been bringing digital experiences to life as a product strategist for over 5 years. As a motivated self-starter, he strongly believes in creating innovative products and services that help people express themselves through technology.

At Y Media Labs, Poojan has been involved in strategizing and building high-impact mobile apps and websites for Fortune 500 companies. His passion lies in the execution and optimization of user journeys across devices. Prior to YML, Poojan served as a digital product strategist at IDEO applying product and design thinking for projects ranging from finance, augmented reality, entertainment, kids apps to multi-device systems.

His work has been featured by Apple, TechCrunch, Parents Choice Awards, FastCo, and other media outlets.

About YML

YML is a creative technology company that helps brands reimagine their customer experiences.

We create digital products with purpose that have lasting impact on users' lives and clients' businesses.

YML is a creative technology company that helps brands reimagine their customer experiences.

We create digital products with purpose that have lasting impact on users' lives and clients' businesses.

Through next-generation technologies and world-class design, we help brands like Apple, PayPal, L'Oreal, Home Depot, and Staples develop solutions that drive major business outcomes. Founded in 2009, Y Media Labs is headquartered in Silicon Valley with five offices worldwide.

 

General Enquires
general@ymedialabs.com

New business
business@ymedialabs.com

Through next-generation technologies and world-class design, we help brands like Apple, PayPal, L'Oreal, Home Depot, and Staples develop solutions that drive major business outcomes. Founded in 2009, Y Media Labs is headquartered in Silicon Valley with five offices worldwide.

 

General Enquires
general@ymedialabs.com

New business
business@ymedialabs.com

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