TaxAct customer acquisition strategy drives incremental sales during tax season

TaxAct is a leading provider of affordable tax preparation solutions for U.S. taxpayers. TaxAct was looking for an effective, targeted advertising solution to tap into new customers while re-engaging lapsed customers during the 2021 tax season. 

 

Campaign highlights

  • Effectively used data to enhance targeting 
  • Attracted new customers
  • Improved brand loyalty

“We are absolutely thrilled with how Figg helped us drive revenue and look  forward to a long-lasting partnership” – Derek Blake, Head of Commercial Partnerships, TaxAct

Goals 

TaxAct wanted to boost new customer adoption of their tax preparation software, while also improving brand loyalty with customers that filed with  TaxAct in past seasons. With the tax deadline date extended and uncertain marketplace conditions due to the pandemic, TaxAct and Figg partnered together and expeditiously created a strategic campaign to get in-market before the season ended.

“We value Figg’s responsiveness and intense focus on setting up our campaign for success from day one,” stated Alicia Chrapaty, CMO of TaxAct. “Not only did they get our campaign live in less than a week, but they also significantly exceeded our expectations. We credit that success to  their team’s dedication to understanding our performance goals, strong  account management and unique data insights.” 

Strategy 

Figg designed a card-linked offer campaign to drive the use of TaxAct’s flagship  product for two distinct audiences:

  • New customer target (0 purchases in the past year and a half)
  • Existing customer target (1+ purchases in the past year and a half) 

 

Figg and TaxAct structured a competitive cash-back offer to stand apart from the competition and reward customers for choosing TaxAct’s platform for their tax filing needs. The two segmented offers were then distributed across Figg’s private marketplace of card-linked advertising publishers to reach as many customers in the target segments as possible prior to the end of tax season. This approach not only drove incremental demand but also boosted brand awareness for TaxAct.

Results 

The targeted campaign helped TaxAct unlock new audiences and win back lapsed customers during tax season, exceeding TaxAct’s expectations. Following the successful initial pilot, TaxAct was provided with customer insights and four distinct consumer personas. These insights helped inform a second campaign strategy with Figg for the upcoming tax season. 

“Figg’s post-campaign analysis and customer segmentation reporting made the insights derived from our campaign actionable,” continued Chrapaty. “It also went a long way in showing our team how much Figg valued our partnership.”

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About TaxAct® 

TaxAct is a savvy, tax-filing solution that provides filers with affordable DIY tax software to successfully navigate the U.S. tax code. As a pioneer in the industry, TaxAct’s products enable all users – regardless of profession, tax bracket or complexity of their return – to quickly and accurately file their taxes all while discovering new ways to leverage their tax situation and improve their financial well-being. At TaxAct, taxes are our expertise, but we don’t see them as the end goal. Rather, we believe taxes are a stepping-stone to possibility. Possibilities that are unique as every filer. Possibilities that help each hardworking American not only claim the money they deserve but also enable them to make smart money decisions. We deliver the power of possibility through straightforward technology to help filers secure their best tax outcome and elevate their financial lives. 

To learn more about TaxAct, a business of Blucora, Inc. (NASDAQ: BCOR),  visit www.taxact.com or connect with us on Facebook, LinkedIn, and Twitter

About Blucora® 

Blucora, Inc. (NASDAQ: BCOR) is a provider of data and technology-driven solutions that empower people to improve their financial wellness. Blucora operates in two segments including (i) wealth management, through its Avantax Wealth Management℠ and Avantax Planning Partners℠ brands, with a collective $88 billion in total client assets as of June 30, 2021,  and (ii) tax software, through its TaxAct business, a market leader in tax software with approximately 3 million consumers and approximately 24,500 professional users in 2021. With integrated tax-focused software and wealth management, Blucora is uniquely positioned to assist our customers in achieving better long-term outcomes via holistic, tax-advantaged solutions. For more information on Blucora, visit www.blucora.com.