Going to market in half the time with Plasmic
Problem: Quickly build and run experiments during busy tax season to optimize for conversion.
50%
Time to implement new pages
Compared to previous implementations, Plasmic content takes less than half the time to implement and deploy.
100%
More experiments launched
By enabling marketing and design teams to launch experiments, Intuit was able to deploy twice as many experiments in the same period of time.
0.5%
Improved conversion rates
With faster and cheaper experimentation, Plasmic significantly helped Turbotax improve conversions to paid products.
Problem
Each year, Intuit experiences a surge in traffic around tax filing season, providing a critical window to conduct iterative customer experiments. The faster teams can design, implement, and deploy new content, messaging, and features, the faster the company can improve the experience for its users and achieve its business goals.
Our partners in Intuit's Marketing Technology team launch dozens of experiments each quarter on the marketing website to drive more conversions. This includes the product selection pages for Intuit's flagship TurboTax product, seen by millions every day.
The team uses a homegrown CMS platform to deliver these experiments.
Prior to Plasmic, Intuit faced the following challenges:
Only a fixed set of CMS layout templates and building blocks are supported. Experiments strive to think outside the box, often calling for very new and different user experiences.
All the building blocks are implemented entirely in code by software engineers.
The number of experimentation iterations per tax season was bottlenecked by engineering velocity, not traffic and user segmentation.
Goals
To accelerate experimentation, the team is focusing on the following key areas:
1
Democratize implementation: Enable non-developers, such as designers and marketers, to implement new content and variations quickly.
2
Double the number of experiments conducted per season: Reduce the cost of implementation to drastically increase the number of experiments running in A/B tests.
3
Incremental adoption: Work within the existing tech stack and allow teammates to start with limited surfaces, without requiring a full re-implementation or port of existing work.
4
A scalable approach: Allow many teams to build experiments in parallel without conflicting with each other, scaling with business needs.
The Plasmic Approach
James Armenta, the lead engineer defining a new process of rapid experimentation and innovation, evaluated a number of options — from evolving their existing CMS platform, to other page-building solutions. He needed something that could easily plug into Intuit's existing tech stack, while enabling non-engineers users to create rich visual content quickly.
With Plasmic, they found a solution that helps with:
WYSIWYG page and component builder: Plasmic Studio makes it easy for anyone to visually create new pages and content, shipping to production with high design fidelity and speed.
Accelerate A/B testing: Plasmic projects can be easily cloned, tweaked, and immediately deployed to a user segment with minimal developer involvement.
Seamless integration: Plasmic flexibly integrates into any codebase, making it easy to leverage existing pipelines and workflows. It even supports bringing your existing components into the drag-and-drop editor.
Team empowerment: Plasmic enables teams outside of engineering (e.g. in marketing and design) to implement and own their experiments, without requiring a developer in the critical path. This allowed them to quickly scale their experimentation efforts.
Plasmic makes it easy for anyone on the team to create and update rich experiences, giving teams outside of engineering the ability to ship high-impact pages, like those used for product selection.
Everyone, from designers to marketers to developers, is empowered to create a new experience. Plasmic also plugs into existing deployment and QA processes, so you can move fast with the guardrails you need. This increased velocity will help make Intuit even more agile in this dynamic market.
About Intuit
1983
Founded
Mountain View, CA
Headquarters
10,000+
Employees (as of July 2020)
Best known for their financial solutions products, like TurboTax and QuickBooks, Intuit is a leader in building software and cloud solutions to power economic prosperity.
This market leader chooses Plasmic to accelerate their go-to-market.
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