Case Study: TaxSlayer achieves 50% lower CPA and higher ad CTR with Trustpilot reviews

How TaxSlayer revved up retargeting campaign ROI with Trustpilot reviews

TaxSlayer, an online tax-preparation company, faced the common fintech challenge of earning trust and standing out during a crowded tax season while handling sensitive personal and financial data. Conversion rates were low after initial site visits, and the marketing team needed credible social proof beyond traditional agency-produced testimonials to win new customers.

They partnered with Trustpilot to collect and display real customer reviews across their website, emails, and retargeting ads, and to enable Google Seller Ratings and a customized Trustpilot profile. The results were dramatic: retargeting ads with reviews cut CPA by an average of 50% (as much as 82% in some months), CTR rose 60% on broad-match Google ads (17% on exact match), referral traffic from their Trustpilot page jumped 500%, and review tagging drove operational improvements—informing product, support, and a new team with SLAs to manage customer feedback.

TaxSlayer

Melissa Best

Director of Digital Marketing