liberty tax competitive spotlight 03 11 final

Proprietary and confidential. Do not distribute.1

Liberty Tax ServiceCompetitive SpotlightMarch 2011

Proprietary and confidential. Do not distribute.

Top Keywords and Downstream Sites for IndustryBusiness & Finance – Accountancy

2

turbotax

turbo tax

taxact

h&r block

turbotax.com

taxact.com

h and r block

tax act

turbotax 2010

hrblock

hr block

www.turbotax.com

jackson hewitt

h & r block

irs.gov

TurboTax

H&R Block

TaxAct

Free Tax USA

Jacksonhewitt.com

TaxACT Online

TurboTax Online

H&R Block – TaxCut Online

Facebook

Yahoo!

Jackson Hewitt Online Tax Service

Google Maps

Internal Revenue Service

ReviewsTaxSoftware.com

MSN

Source: Hitwise.com – Real-Time Competitive Intelligence. Notice: This material has been generated by TMP Directional Marketing for the purposes of this publication or presentation and as such Hitwise makes no representations and provides no warranties as to the completeness of this material and context in which it is presented. Note: Websites receiving traffic from top search terms are 12 rolling weeks ending March 26, 2011.

Keyw

ord

s Website

s


Website VisitorsJackson Hewitt

3

Jan-

10

Feb-

10

Mar

-10

Apr-1

0

May

-10

Jun-

10

Jul-1

0

Aug-1

0

Sep-

10

Oct-1

0

Nov-1

0

Dec-1

0

Jan-

11

Feb-

110

200

400

600

800

1,000

1,200

1,400

Total Visitors & Total Unique VisitorsJanuary 2010 – February 2011

Total Visitors

Total Unique Visitors

Source: comScore MyMetrix Media Trend 2011

Comparing February 2010 and February 2011: A 17% increase in total visitors and 27% increase in total unique visitors occurred in

February 2011


Top Keywords Driving TrafficJackson Hewitt

4

9 10

OUTOF

of the top keywords driving traffic to Jackson Hewitt are branded

Source: Hitwise.com – Real-Time Competitive Intelligence. Notice: This material has been generated by TMP Directional Marketing for the purposes of this publication or presentation and as such Hitwise makes no representations and provides no warranties as to the completeness of this material and context in which it is presented. Note: Websites receiving traffic from top search terms are 12 rolling weeks ending March 26, 2011.


Jan-

10

Feb-

10

Mar

-10

Apr-1

0

May

-10

Jun-

10

Jul-1

0

Aug-1

0

Sep-

10

Oct-1

0

Nov-1

0

Dec-1

0

Jan-

11

Feb-

110

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

Paid vs Organic Search ClicksJackson Hewitt

5

Paid Organic

Paid & Organic Search ClicksJanuary 2010 – February 2011

Source: comScore Marketer 2011

Comparing February 2010 and February 2011: A 11% increase in organic search clicks and 99% decrease in paid search clicks occurred

in January 2011


Upstream SitesJackson Hewitt

6

16.47%

10.88%8.10%

6.74%4.56% 3.76% 3.15% 2.48% 1.37% 1.27%

Upstream Websites Visited Before Jacksonhewitt.comFebruary 2011

Google Facebook Yahoo! Search

IRSBingYahoo! Mail

Yahoo! H&RBlock

Windows Live Mail!Jackson Hewitt

Online Tax Service

TakeawayThe majority of site visitors frequent search engines and

social networking sites immediately before coming to Jacksonhewitt.com

Source: Hitwise.com – Real-Time Competitive Intelligence. Notice: This material has been generated by TMP Directional Marketing for the purposes of this publication or presentation and as such Hitwise makes no representations and provides no warranties as to the completeness of this material and context in which it is presented.


Downstream SitesJackson Hewitt

7

13.92%12.97%

10.87%

3.43% 3.23% 2.98% 2.70% 2.48% 2.45%1.57%

Downstream Websites Visited After Jacksonhewitt.comFebruary 2011

IRSGoogl

eFaceboo

k

secure.jacksonhewitt.c

om

Yahoo! Mail

jacksonhewitt.custhelp.c

om

www.jhfile.co

m

Yahoo!

H&R

BlockJackson Hewitt

Online Tax

Service

TakeawayAbout 20% of visitors to JacksonHewitt.com stay within JH’s site, while a

larger portion may continue on to social networks, search engines, or competitor websites.

Source: Hitwise.com – Real-Time Competitive Intelligence. Notice: This material has been generated by TMP Directional Marketing for the purposes of this publication or presentation and as such Hitwise makes no representations and provides no warranties as to the completeness of this material and context in which it is presented.


Non-Search Paid AdvertisementsJackson Hewitt – Top 10 Display Sites

8

Feb

. 201

0 F

eb

. 2011

Publisher:CBS Interactive

WorldNow Sites

Inergize Digital Media Sites

Media General sites

Interactive One

n/a

n/a

n/a

Impressions:609

121

21

17

5

-

-

-

Publisher:CotterWeb Sites

Belo

WorldNow Sites

Bankrate.com sites

Bloomberg

CBS Interactive

Turner Digital

Legacy.com

Microsoft Sites

Moguldom Digital Network

Impressions:3,040

588

392

378

302

272

162

134

125

87

878- Total February 2010 Impressions 7,729 - Total February 2011 Impressions

Source: comScore AdMetrix Advertiser 2011

Sample of Websites


15miles can suggest…

9

• Internet searchers commonly use Jackson Hewitt as a branded term when searching for tax/accountancy related information during tax season.

• Despite search engines and social networking sites being the top upstream sites, the percentage share is so small that 15miles can suggest most searchers are going directly to Jackson Hewitt’s website directly.

• Based on downstream site data, people are generally not finding all the content they are looking for within Jackson Hewitt’s website.

• An increase in display ad impressions around tax season could mean they spending more in display media and targeting specific demographics based on the change of publishers from February 2010 to February 2011.

• In February 2010, all the sites in which Jackson Hewitt had impressions were specific to local tv stations. (ie: WJZ.com, KXXV.com and FOX16.com)

• In February 2011, we saw CotterWeb as a top publisher meaning Jackson Hewitt could be targeting older adults (45+ demographic) who are less likely to do their taxes online.

Proprietary and confidential. Do not distribute.10

Thank You.

Will FoustVP, Client [email protected] | 314.802.6670

liberty tax competitive spotlight 03 11 final

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