First Use

Intuit

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Task

For many small businesses the entry point to QuickBooks accountancy software is the free version available to download online. However, 97% of new customers were failing to go on and use the software after the first 4-week trial period.

Even the majority of paying customers were even giving up and reverting to old accounting methods within the first year, despite QuickBooks being one of the easiest products to use.

Our task was to increase the conversion rate from trialist to committed customer, increasing lifetime customer values and prompting recommendations and referrals to other small businesses.

Insight

Small business owners are too busy to spend time learning how to use the software properly because they don’t really understand the potential benefits to them and their business.

Solution

We developed a segmented series of 30 second ‘Quick Tips’ videos delivered via uncluttered emails to first time users of QuickBooks to show actual business benefits in action. The underlying strategy was “show me don’t tell me”, the objective being to inspire targets with the possibilities rather than bore them with instructions.

The roll-out plan for phase two was to introduce greater segmentation and therefore relevance into the Quick Tip videos, by business size and vertical sector, supported by relevant third-party tutorials “I love QuickBooks because…”.

Results

“This is a first for the UK and underpins the company-wide commitment to focus on customers and their first time experience with our brands and products in an effort to maximise lifetime value, minimise attrition and increase positive recommendations.”

Melanie Vala
Senior Marketing Manager UK
Global Small Business
Intuit

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