TurboTax Looks To Optimize Mobile Experience
TurboTax's Elizabeth Berger said at the MediaPost Email Insider Summit some people do their taxes via mobile devices. The company decided to define success by how many people came to the TurboTax landing page and logged in because then TurboTax can market to them with email or online advertising.
Last year, TurboTax's Web site traffic doubled and 10% of visitors came from a mobile or tablet device, so the company is looking for ways to optimize the mobile experience. That includes considering how emails best appear on the devices.