Professional Services case study, 2023 to 2024
Drove 158% paid e-File growth and a 24% organic lift for TaxSlayer.
An online tax software brand up against the giants of its field tuned its funnel on every channel. Paid e-Files grew 158%, registrations rose 56% and cost per registration fell 23%.
Paid e-Files rose 158%, which lifted revenue from premium sales.
Organic site visits rose 24% year over year through SEO content.
Profitability rose 10% with a tighter funnel and a lower cost to win each buyer.
CLIENT SNAPSHOT
The brief
A recognized leader in online tax preparation, with affordable, easy-to-use software for individuals and businesses.
TaxSlayer LLC is a recognized leader in online tax prep. Its filing software is affordable and easy to use, for people and for businesses. It competes with the giants of the field and stands out with competitive prices and simple tools.
The hard part was winning buyers who will pay for premium products. That took an advanced funnel that ran across channels.
The problem
High retention costs, weak premium sales and deep content going unused.
What we did
SEO authority, SEM aimed at premium products and a bigger push for the tool.
We lined up content, SEO, SEM and funnel optimization so each one supports the others.
SEO content made TaxSlayer a trusted voice on taxes. Search ads went after sales of premium products. We pushed the Refund Estimator so more people could find it, and we used it to win back past visitors.
BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.
A trusted voice on taxes at every step of the journey.
Targeting aimed at premium package sales.
An existing tool made easier to find and used for retargeting.
23% lower cost per registration and 56% more registrations.
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