Jackson Hewitt of Central Florida (JHCF), the second largest franchisee in North America with over 80 locations, needed a new plan for local lead generation that would best industry giants such as H&R Block. In the past, local visibility was accomplished through traditional means. JHCF, however, found these means increasingly ineffective. National television advertisements, likewise, were not providing the lead "bump" expected. (Remember Steve? Dancing on his desk reveling in getting his refund?)
Jackson Hewitt's primary goal was reaching individuals and families in the 20 to 40 year old age group. "This group lives on their phones," said Think Vice President, Jerry Eisen, "They understand the difference between paid and earned content— they don't want to be overtly marketed to. They're looking for organic results so they can 'do their homework'."
Think Agency proposed a mobile-optimized web site supported by a content marketing promotional strategy for increased organic rank. The strategy also employed automated marketing components, which included coupon incentives delivered via text messages based on collected business intelligence. The site itself would serve end users like no other existing Jackson Hewitt web property and would automate processes that reduced JHCF's involvement in redundant marketing processes.
The site objective was increased lead generation through organic search engine rank. Strong rank requires the site to have timely, relevant and optimized content. Think Agency's Content Marketing team began developing stories around e-filing, filing deadlines, dependents considerations, and more.
This content helped the site gain first page rank within weeks of launch. Traffic was consistent and steady, but the success of the site would be measured by the number of people filling out forms or making phone calls. It was imperative that the UI/UX on both desktop and mobile was flawless.
While there was little time for UI testing at the wireframe stage, we planned for multi-testing live interfaces immediately upon launch. The multi- testing process was designed to test the conversion process and included three unique approaches. Two of the approaches were more traditional providing unique in- page mini-forms. The third was a more aggressive method that forced the user into a funnel that always led the user to a conversion page.
"We were confident this variation would work," remembers Mr. Eisen. "It was a really heavy handed technique as almost every click on the page placed the user into our conversion funnel, but the variation testing confirmed it was precisely what most users wanted." As it turned out, the site averaged an unprecedented 27% conversion rate through two tax seasons.