Expert Review Upsell

Context

Right before TurboTax Live Assisted customers submit their tax return, they're given the option to have a tax expert review their return with them. However, the existing copy wasn't effectively communicating the value of the service, and many perceived it as an added cost, even though copy said it was included. Select/take rates were low.

The challenge: how do we give customers a compelling reason to opt into expert review and help them understand it's included as part of the TT Live Assisted product?

The fix

• Anchor on actual customer concerns that we know remain at this point of the filing experience
• Overcome contact bias by reiterating that expert final review does not come at additional cost
• Highlight personalization, connecting to the customer's situation year-over-year

My input

• A/B tested copy variants with distinct persuasion angles
• Collaborated with product and research to define success metrics
• Analyzed results segmented by customer type (new vs. returning)

Impact

$2M annualized revenue from the winning variant.

The year-over-year "life changes" framing resonated most strongly, giving customers a concrete reason to feel reassured about their return. New customers showed even stronger response rates — the expert review experience aligned with what they expected from an assisted tax experience.