So, have you heard of the Employee Retention Credit (ERC)? Oh, and would you like to receive a significant refund worth potentially thousands per employee you kept on payroll during the COVID-19 pandemic?
With a proposition this simple, you’d think that a premier tax refund company such as Innovation Refunds would be able to sell itself. Their problem (strange as it may seem) was helping get this “free money” message out there and driving demand generation.
Against considerable headwinds, Glue found ways to provide Innovation Refunds with effective performance marketing in a crowded online marketplace – filled with attention thieves, mind-numbing tax code implications, and unsavory perceptions of the ERC advisory field … not to mention the ever-present threat of the IRS.
Finding Conversion. Fueling Refunds.
Most of Innovation Refund’s customers are small-to-medium-sized business (SMB) owners with fewer than 500 employees. To reach them, we built a content engine that pumps out optimized long-form SEO-ranking blogs. Our content mix focused on thought leadership in specific industries and made Innovation Refunds a top expert in niche knowledge, as well as crucial and emerging ERC keywords.
In addition to our work on the SEO front, the Glue team optimized website opportunities through data driven A/B and multivariate Testing and gained learnings to make visitors more qualified as well as increase overall conversions. Overall, we made the experience easier for SMB owners to gain their refund in a more convincing way. Plus, we made Innovation Refunds so popular in the search space that smaller companies are piggybacking off our brand recognition.
Through data driven A/B Testing Glue developed Hypotheses and objectives for friction points on the website. By identifying data gaps we generated solutions that would increase the performance and the quantifiable impact aligned with the objectives of the creative assets on the site. In just 4 months with 7 tests deployed Glue provided IR with an incremental lift of over $1.6M in incremental revenue, which was projected at a 12 month value of $24M. Glue’s win rate at testing with IR was .875%, with the digital industry average being .250%.
Website Optimization & Testing
Digital / Performance Marketing
Search Engine Optimization (SEO)
Conversion Rate Optimization (CRO)