Sasan Goodarzi
Analyst · Bank of America. Please go ahead. Your line is open.
Brad, thank you for your question. First of all, I would say, this actually was the first real season with full service. Last year, it was still -- although we rolled that out, it was still at the experiment level. With that said, to answer your question, a couple of things. One, because we were quite aggressive with our go-to-market, we learned that we can create a lot of demand. And we created a lot of demand not only by talking about the fact that we can do your taxes in less than a day, we can help extend your money and give you early access or immediate access to your money. But there is a lack of price transparency in the entire assisted segment, where you don't really know what you're going to pay until you walk into somebody's store or a firm. And we did a lot of testing to understand how important price is. We learned that it matters a lot. And so we created a lot of demand. That's number one. Number two, when you search locally for an expert or -- and/or if we showed you in when you engage with full services, there's an expert near you, the conversion rates were significantly higher than when we didn't so up in search. And that, by the way, is just an element of time. We'll be able to get all of what we were doing this year rolled out across all of our customers. But that's an enormous learning that local matters. People want to be able to search for pro-near-me, folks want to know that their expert is nearby, and we saw a significant expert or conversion lift. Last thing that we saw as a great proof point is, I think this was more towards the middle, towards the end of season, you could recommend your expert. That had a big conversion one. But we were not able to scale that for the entire season or to all of our customers, which we plan to do next year. So those are the big insights and the big learnings. And last, I'll just end with the following, which is what I mentioned a moment ago, we have a lot of work to do on our shopping experience. And to simply put it, when you walk into somebody's firm or a store, you're not presented with a SKU in a lineup. You just walk in and get -- have them get your taxes done. And that's what we are working on, which is, in essence, when you pick full service, you're greeted by the expert versus a pricing lineup to make a choice. And that with an enormous learning this year, all of which we're currently working on for next year that give us a lot of confidence.