How a Leading National Tax Co. Got Rapid A/B Testing Results, Without Ever Going Live. Euan Campbell started his journey as CMO of Jackson Hewitt with a mission: dramatically increase the speed and efficiency of his team’s A/B testing of digital communications.
Euan Campbell started his journey as CMO of Jackson Hewitt with a mission: dramatically increase the speed and efficiency of his team’s A/B testing of digital communications. Every year from spring to fall the marketing team planned, evaluated, iterated, and re-evaluated concepts until they were armed with an arsenal of strong digital campaigns for their short marketing window. When tax season approached, the team feverishly tested hundreds of pre-created assets, honing in on the ones that actually converted. With a highly seasonal service offering and a small marketing window, Euan realized that his team needed to enhance their pre-live testing process to make the most of their marketing efforts. He needed a solution that was fast, accurate, and didn’t require any live A/B or multivariate testing.
By knowing exactly which landing pages and creative concepts would perform best when pushed live for the busy season, Campbell and his team were able to launch out of the gates with higher converting landing pages.
Furthermore, the team was able to leverage WEVO’s insights and recommendations to inform the creation of additional high-performing landing pages. By enlisting WEVO to enhance their testing process, Jackson Hewitt achieved faster test results along with highly optimized landing pages and creative, all before going live.