I wanted to share a case study about a new home page design that helped a client in the estimated tax business improve conversions. The results have been great so far – up 83%.
First, let’s get the background info on the client (Easy Estimated Taxes) out of the way. Easy Estimated taxes is a site that allows taxpayers to manage their quarterly estimated tax payments. Taxpayers can pay their estimated tax payments out of their bank account, keep record of their payments, and they get reminders of when their next payment is due.
Probably the most important thing to know about the business is that it’s seasonal. There are four payment periods per year and their traffic peaks during those four periods. That means those four periods are super important to them – it’s how the business sustains itself for the entire year. By now you’re putting 2 and 2 together and realizing that their site needs to perform during its peak period. If not, then they have to wait 3 months for another peak to come around.
The client had the following goal: get more of the existing traffic into their sales funnel. Put another way, get more of the people that visit the site clicking on the right call-to-action.