Personalizing the journey from landing to purchase.
One journey, many people.
An acquisition experience that speaks to everyone tends to speak to no one. Across the funnel — landing, exploring, and choosing a plan — I explored how QuickBooks could adapt to who is arriving and what they're trying to do: from Gen-AI-guided search on the homepage, to a two-question reshaping of the landing page, to benefit-led sign-up, to a model-driven plan recommendation at purchase.
Two of these are explorations that shaped the team's thinking. The other two shipped — including a recommendation engine that won its test and drove +$14M in incremental lifetime revenue.
SKU recommendation
A machine-learning model (ACE) predicts the right plan for each returning prospect — and the pricing page reshapes to put it forward as the top pick.
- The page opens on the right business tab (the MM tab pre-select) for the visitor.
- ACE’s recommended SKU is surfaced as the dark "Top pick for you," with a benefit headline tuned to that plan.
- A browser back-navigation enhancement keeps the recommendation intact as prospects explore.
- Animated, tailored benefit descriptions on each plan give prospects a reason to believe — why it’s a good fit for them.
Treatment 2 won a 15-day test and rolled out May 2026 to 100% of QBO pricing-page desktop prospect traffic. Gains spanned all four core SKUs (Essentials at 110 ITC, Advanced at 130 ITC). This work is the foundation for the FY27 Monetization Optimization Engine (MOE).
Smart search + Gen AI
Let prospects ask for what they need in their own words, and let Gen AI guide them to the right place.
- A search field anchors the homepage hero; smart chat lives in the nav as a constant.
- Typing surfaces real-time prompts powered by Intuit Assist in the dropdown.
- Smart suggestions link out to pages, blogs, and demos — with a "Most searched" list surfacing ecosystem resources.
- An Intuit Assist drawer slides in to continue as a GenAI conversation.
- AI assembles a landing page tailored to that business.
Quick questions
Two small inputs — industry and jobs to be done — reshape the page around the visitor.
- An inline hero form: "I’m in [industry] / I’m looking to [task]."
- Industry autocompletes intelligently (Construction, Contracting, Landscaping, Professional services…).
- Jobs to be done is a multi-select — send invoices, see cash flow, track expenses, run reports — or free input.
- On submit, the landing page is enhanced with content tailored to the jobs they chose.
Benefit-led sign up
Lead with what the prospect wants to accomplish, then let benefits — not feature lists — carry them into sign-up.
- A "What would you like to do in QuickBooks?" card lets prospects select all that apply.
- A "See it in action" takeover lets them test-drive the exact features they picked.
- Tailored plans and pricing follow, simplifying the decision to a single confident choice.
Won its test and shipped — live on the QuickBooks pricing page today.
[ Lift metrics to be added — digging up the test numbers. ]
Personalization isn't a feature — it's meeting each business where they are.