Indus­try lead­ers like Intuit, the com­pany behind lead­ing tax soft­ware Tur­b­o­Tax Canada, under­stand that con­tin­u­ally respond­ing to and refin­ing their online strate­gies are key to stay­ing ahead. “In the online space, it’s imper­a­tive that we under­stand exactly what con­tent and design ele­ments res­onate with our cus­tomers,” says Michael Clif­ford, senior web designer for Tur­b­o­Tax Canada. “If we aren’t able to quickly grab their atten­tion, help them under­stand what the soft­ware can really do, and get them to pur­chase, we could lose the sales opportunity.”

The Tur­b­o­Tax Canada team turned to Adobe solu­tions to opti­mize its web­site design for effec­tive con­ver­sion. First, the team used Adobe Cre­ative Suite to design mul­ti­ple web­sites. Then, they tested the new designs with Adobe Dig­i­tal Mar­ket­ing Suite against a con­trol across mul­ti­ple plat­forms to deter­mine the opti­mal designs.

Each team had their favorite design scheme for their own rea­sons, my team included, and it’s easy to see how debates could develop with so many great ideas on the table,” says Clif­ford. “Adobe Dig­i­tal Mar­ket­ing Suite enabled us to take the high road, let the data do the talk­ing, and push out con­tent based on exactly what res­onated best with customers.”

Using Adobe solu­tions to seg­ment and ana­lyze the data, the Tur­b­o­Tax Canada team dis­cov­ered that one design lifted con­ver­sion up to 12% for online and offline prod­ucts, estab­lish­ing a clear-cut winner.

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