AN INNOVATION ADVANTAGE
Although major consumer brands, from Starbucks
to Uber, have experienced success using PWAs, this
technology had not yet been fully embraced in the accounting industry—and we saw huge potential value.
By experimenting with this new approach to web development, we ultimately designed a campaign that
was accessible, sharable and measurable.
Because we knew interpretations of the new law—
and our perspectives, in turn—would evolve, we appreciated the app’s ability to easily update alongside
them. As we add new content and features to the playbook, the PWA will automatically update when users connect to the internet. This helped to keep scope
creep at bay, as we were able to prioritize and develop
a minimum viable product (MVP), along with a schedule of “releases” that would allow us to grow and enhance the experience over time.
When we began discussing the PWA with firm lead-
ership, we positioned the app as a pilot and a new way
for our National Tax Office to syndicate the firm’s tax
reform coverage. To these partners, the most impres-
sive aspect of the app was its interactivity. The PWA
would allow our tax experts to digitally guide clients
and prospects to solutions prior to initial meetings,
as well as provide prominent calls to action, such as
“Learn More” and “Ask an Expert.”
After earning approval from partners, we quickly
switched gears to get the PWA up and running in an
extremely aggressive timeline of 30 days. Since our
experts had already completed the content, we were
able to focus our attention on the technology and how
to best leverage features of the PWA. We released the
MVP within our initial timeline and have since added
functionality, including a “frequently asked questions”
page and links to on-demand webinars. We plan to
continue to update the app content as new guidance
and additional popular topics emerge.
We focused on navigation as we built the app to ensure users could quickly find information they needed.
We also divided content between the 2017 and 2018 tax
years, so users could understand how to optimize their
current tax position and prepare for upcoming years.
MEASURING THE RESULTS
Though we took a bit of a risk in launching tax re-
form thought leadership on a new platform, the cam-
paign’s results speak for themselves. More than 1,500
users have viewed our PWA since its launch in May
2018, and that number continues to grow. With so many
clients and prospects accessing the content—and 58
percent returning to the PWA as repeat visitors—we’re
confident users find value in this digital initiative.
Though the PWA provides insight into many different
user behaviors and actions, we concentrated on the number of first-time and return users, navigation patterns and
most-read content. We use Google Analytics to monitor
the app’s performance and track the same data we do for
our main dot-com address. We found that over half of users return to the PWA for multiple sessions. Additionally,
86 percent of users view more than one page while on the
site; the app averages nearly five pages per session.
We also used these metrics to inform additional areas of our tax reform campaign, including a webinar
series, e-mail alerts, social media posts, digital ads and
other channels. By monitoring engagement and determining the most popular plays within the PWA, we
could tailor additional content to topics that best resonated with users. This strategy led to results across the
campaign. For instance, some 750 people tuned in to
watch our webinar, “Tax Reform: Six months in, what
should businesses do now?” It earned a conversion
rate of over 70 percent, more than 40 percent higher
than our typical target attendance rate.
One of the greatest benefits of the Tax Reform Playbook was its role in helping our tax professionals accelerate and focus conversations with the firm’s clients
and prospects. Although its content serves as the most
important component of this campaign, the PWA’s interactive features and compelling calls to action helped
turn a simple touchpoint into an in-depth, tailored conversation. In many cases, this provided a value-add at
just the right point in a buyer’s journey.
Our Tax Reform Playbook PWA directly supports
our strategy. In working closely with our partners at
One North throughout the project—from initiation to
continued development—we ensured the app fit well
not only with our long-term digital strategy, but also
with our overall business goals. We look forward to
continuing to showcase thought leadership in unexpected ways, enhancing the experience for our clients and
prospects and fueling our firm’s investment in digital.
At Plante Moran, Jeff Antaya is a Partner and Chief Marketing
Officer and Brian Holmen is the director of industry marketing.