How TaxSlayer Pro upgraded their B2B ad campaigns with customer reviews

Did you know that TaxSlayer Pro has been helping tax preparers run their businesses more efficiently since 1989? They began building the software to help their own tax preparers, which plays a large role in their unique business — their software is built by tax professionals, for tax professionals.

Fast forward to today and this growing company helps preparers to file millions of tax returns every year. Generally speaking, each of TaxSlayer Pro’s customers use the tax preparation software to complete tax returns for their own clients. With that in mind, it’s safe to say that TaxSlayer Pro’s target customers carefully consider which tools they use and which companies they partner with to file that heroic number of returns.

After seeing how much Trustpilot reviews helped TaxSlayer, their DIY filing software, the team at TaxSlayer Pro decided to take the plunge into review marketing and partnered with Trustpilot to show off the great experiences customers have with their software — in turn helping them attract new customers and improving the performance of their paid social campaigns.

Curious how they did it? We sat down with Sabrina Dean, Director of Product Marketing at TaxSlayer Pro, to get the full story on how Trustpilot has improved their business results.

Collecting reviews turns satisfied customers into great brand advocates.

As you can probably guess, convincing busy tax preparation businesses (with hundreds of thousands of tax returns on the line) to adopt a new software isn’t always an easy feat. But cutting through the marketing and advertising noise and resonating with prospective customers got much easier once TaxSlayer Pro started to focus on building up trustworthy social proof around their product.

Before making use of Trustpilot’s Review Invitations to jumpstart the process of collecting testimonials and social proof, prospective TaxSlayer Pro customers had only been exposed to marketing messaging from TaxSlayer Pro themselves.

Sabrina from TaxSlayer Pro says it best:

And the reviews rolling in about TaxSlayer Pro are quite convincing. With an impressive 93% retention rate, the customers who do* switch to TaxSlayer Pro tend to stay year after year, and eventually become great brand advocates as soon as they’re invited to leave a review.

It’s safe to say that the Trustpilot platform helps TaxSlayer Pro parlay the words of their happy customers into the perfect messaging for acquisition — especially on paid social.

Social proof unlocks new heights for Facebook ad campaigns.

Armed with a wealth of positive reviews about their product, the team at TaxSlayer Pro decided to experiment with highlighting customer testimonials in their visual assets for paid Facebook ad campaigns.

It wasn’t long before they discovered that ads featuring a Trustpilot testimonial improved the overall performance of the campaign.

Highlighting customer reviews in their website redesign — and email campaigns, too.

Last year the team at TaxSlayer Pro decided to overhaul their website’s design, and they were eager to highlight Trustpilot reviews after seeing how effective social proof had been on their consumer product’s site.

Now when prospective customers visit the website, they see Trustpilot reviews on every single page — whether they’re looking at specific product options or perusing the educational resources available, they have an opportunity to read about the positive experiences of other customers just like them.

The marketing team also found that Trustpilot reviews make for a great feature piece in their email campaigns, especially paired with strategic subject lines that offer a double dose of social proof, like “Our customers are processing returns, are you?”.

When happy customers lead to stronger marketing.

With their impressive 4.7 star rating on Trustpilot and whopping 93% retention rate*, it’s plain to see that TaxSlayer Pro is heavily invested in their customer experience and overall satisfaction levels of their users.

This customer-centric approach creates what we like to call a virtuous cycle: by opening a dialogue with their customers through reviews, TaxSlayer Pro can actively monitor customer sentiments towards their product and nimbly respond to feedback, helping them become a better business. From there, customer satisfaction grows — and with it, the volume of positive reviews that can then be used across the digital journey to improve marketing performance.

Ready to join TaxSlayer Pro and learn about all the ways reviews can improve your marketing and help you become a better business? Request a demo below.

TaxSlayer Pro through SurveyMonkey surveyed 757 users of TaxSlayer Pro online tax preparation software from April 1, 2019 through April 17, 2019. 93% of TaxSlayer Pro respondents reported that they continue to use TaxSlayer Pro software after switching.