Expert Review Adoption

Context

Right before TurboTax Live Assisted customers submit their taxes, they can opt in to a free, guided expert review of their return. However, select/take rates were low, despite expert help/review being one of the hallmark benefits of this TT product. The existing offer copy wasn't effectively communicating the value of the service, and many perceived it as an upsell.

The challenge: how do we effectively highlight the value of the service and help customers understand it's included as part of the TT Live Assisted product?

The fix

The approach for this felt pretty straightforward: the customer need was there and we had the fix for their concerns. It was just a matter of making the benefits stronger, salient, and scannable.

• Anchor on money-focused reasons to connect, ie check for missed tax breaks
• Elevate cost-free language
• Improve clarity of the offer in the headline
• Break out the benefits into list format for readbility
• Incorporate personalization benefit

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

The impact was undeniable: more review opt-ins gave customers the reassurance they needed to file confidently. More submitted returns turned into $1.8M annualized revenue from the winning recipe.

I had tested a few different personalization angles, but 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.