PioneerTown Media

Leveraging A/B testing to get real results

The Problem

When the IRS announced expiring COVID tax credits worth thousands of dollars per family, millions of eligible Americans never claimed them. The reason? Our research revealed that legitimate outreach was virtually indistinguishable from scam communications. Both promised 'free money,' created urgency around deadlines, and required personal information. For users bombarded with fraudulent tax schemes, the real challenge became: How do we differentiate our legitimate sign ups when scammers have weaponized the same messaging?

The Solution

Through user interviews, A/B testing, and usability tests, we found that the less design elements were presented, there more users trusted our sight to deliver what was promised.