Digital / Intuit

Helping Intuit Increase Revenue:
Insight Guides Profitable Website Redesign For Turbotax.com

Challenge

The days of the pen-and-paper tax return are numbered. This gives software companies marketing online tax preparation a big opportunity to attract new customers—but they have a lot of competition. To increase conversion of new prospects, and to decrease loss of at-risk customers, Intuit reached out to our company to understand the effectiveness of key elements of TurboTax.com.

Solution

Target conversion pages on TurboTax.com were analyzed against equivalent pages on competitive websites using our proprietary Biometric Monitoring SystemTM combined with eye tracking. Research identified the precise online content that emotionally resonated with consumers. These research results were used to recommend website redesigns that would build consumer confidence and improve registrations. Intuit then used these insights to transform key pages on their site.

Results

• During the height of tax season, the new TurboTax.com registration page increased revenue by 10 percent. Intuit cited Innerscope’s research as one of the company’s most successful research initiatives ever.
• Intuit and Innerscope presented the study results at the Institute for International Research’s 2012 Audience Measurement Conference, noting that the research paid for itself through improved returns in just 3 hours.
• The success of this research led to TurboTax.com’s first homepage redesign in more than five years.