The challenge
Bring a simple UX that supported 3 software options equally weighted, above the fold, unified into the design of the site. This was going to be the main page for Intuit Accountants paid media efforts and needed to tell the story in a short concise manner.
Solution
Research with customers to determine what mattered with messaging, design, and type. Several prototype designs were tested and then validated to find this would be the simplest execution with the easiest UI for customers to make a decision on what interested them and try it free.
Key elements
As you can see simple elements like a clear bold headline says exactly what this page is about. With differing types of knowledge consumption and above the fold you can see the name of the software, a video, and the main benefit statement in regards to that software. These are all key elements identified by customers to be important.
Responsive design was equally important which is why there are only 5 key differenciators listed for each software, to keep the columns as short and reader friendly as possible. Strategically under the fold you will see a highlight to an in-depth comparison chart as well as the integrations that are offered. This page took SEO, UX principles, and customer backed research into the design to create the highest converting page on Intuit Accountants site.
Product Comparison
Challenge
Professional tax software is very robust, and even differentiating our products requires a lot of explanation. The learning curve with switching software can be immense, which creates a difficult barrier for acquisition. It’s just plain-old hard to get pros to switch.
Solution
When tax professionals are open to shopping, they need digestible, honest content that lets them know exactly what they get. Concepts, prototypes, customer research sessions, A/B testing, and on-page optimization led to a customer backed high performing page. This new page helped us boost our acquisition numbers. It also became a go-to acquisition, marketing, sales solution tool that was referenced in nearly every step of the user funnel.
Key elements
- Hero carosel supports key messaging for that season
- Hiding descriptions for a shorter column
- Rollovers that open drawers on page
- Keep users on page until they are decision ready
Desktop
