Keeper

Introduction

Keeper is tax filing software that's perfect for people with 1099 contracting and freelance income. We make it easy to find tax breaks and personalize your return. Simply connect your bank and you're on your way to getting a big refund.

From 2018 to today, Pixer has been helping Keeper with multiple services including website design and development, Application design and development, marketing, and product analytics.

Challenge

The keeper was not looking for just a web design partner, but they wanted to build a website which would give analytics numbers about which modules were preforming to sales and which were not. For example, “which blog post is popular?” Even more complex ones, like “Which content is converting more singups?” They want everything trackable. They also have some ideas of simple tools which they can use to capture traffic from SEO and convert them. Pixer makes everything possible.

Design

From the initial version of the website, we have some analytical data. The biggest point was 80% of users coming from mobile devices, so our primary focus was designing a mobile-first website. In the design process from start to end, Pixer had to identify problems and address them in an effective way and measure it. If analytical data is positive, then we are good; if negative, then we need to rework and take a new approach. We created multiple A/B test cases to identify which approach was performing well. Here are some final results.

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Development

From day one, our approach was iterative and based on analytical measures. We needed a platform that was more intuitive and fast at the development workflow, so we chose Webflow. This way we could build new things as fast as needed. We also built a CMS system so the Keepers marketing team could manage content with ease without needing help from the development team. We set up analytics to measure everything and also built custom tools to generate traffic and convert users to signups. Lastly, we made sure every page was SEO friendly.

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Marketing Analytics

The data is the decision maker, and the data has to define what’s working and what’s not. We choose Amplitude as an analytics tool which offers advanced capability which we are looking for. We build an analytics plan and implement it. So, we can measure every small thing. Some of the key metrics which help Keeper to grow faster are: -

• Which content converts maximum users?
• Which is the popular blog and what is the conversion ratio?
• Which content type has maximum conversion?
• What are the conversion time-cycles?
• What are the common steps followed by a user before he/she gets signed up?

The Result

The best thing we have achieved in the first 6 months is a 4x conversion rate from the same traffic. And based on data we have collected, we have identified which areas have more opportunity to generate traffic and convert it.