Objective: We targeted millennials who had filed with CKT in the past and members who’ve started with CKT but never finished filing. Reiterating the primary RTBs, while introducing secondary RTBs: Ease/time, trust, and support.

Look and feel:

Problem: Fitting both primary and secondary RTBs into one landing page was tough. We knew our copy was going to be longer than we wanted.

Solve: Since this audience was familiar with CK and CKT, our license to be more fun and jokey with a less expository message increased. We also upped the ante on the conversational aspect with questions and answers throughout the body copy. We also received stats on our ratings during this time and dropped in a footer to back up our trust RTB and drive home our dedication to product improvement.