customer experience and websites

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Customer Experience and WebsitesSue AndersonDirector, User Experience


A website …• Is an extension of you

• Sets expectations and creates first impressions

• With a bad experience is very memorable

Questions to ask yourself when starting


What are your business goals?

• What do you want to be in 3-5 years?

• Be specific


Business Goals• Best tattoo shop between Fort Wayne and

Indianapolis

• Be the destination event tattoo shop

• Have fun!


What are your key differentiators?• What makes you different?

• What can ONLY you offer?

• Do a thorough competitive analysis. • What do your customers say?• How do you know when you’ve done a

good job?


Key Differentiators• The artists really care. More than just a sale.

• We are conscientious

• We specialize in cover-ups

• Salon feeling. Clean.


Who are your customers?• Life circumstances

• What do they care about? What is important them?

• What motivates them?

• Be realistic• Who are they TODAY?• Focus on the majority• Start simple


Customers• First timers – Feeling welcome, artists

• Tattoo people – Artistry, see examples

• Coverup customers – Examples of specialty

• Want to feel unique

• Want to feel safe

• Don’t want to get diseases

• They remember the experience

• Money is a concern


What is your customer’s journey?• What are they doing BEFORE

interacting with you?

• What do they do AFTER interacting with you?

• How do they find you?• How do they spread the news?


Journey• Before

• Search on the internet for ideas• Search for somewhere to get a tattoo• They know they want a tattoo before interacting

• After • Take pictures and show people • Have questions about care• Hopefully plan their next tattoo!


What are your most frequently asked questions?• What do people call you to ask?

• What do you get asked often in your store?

• Start a list near your phone


FAQs• How do you charge?

• Which of your artists is best at...?

• Why do I have to make an appointment just to talk about the tattoo?

• Can you do this?


What do you want your customers to FEEL and THINK?• When interacting with you, what creates

for an awesome customer experience?

• Consider how they want to feel • Consider what they want to think


Feel and Think• Wow! I am welcome here.

• I am going to get an awesome tat!

• I feel safe.

• I want to come back!

• They genuinly care.


What is the job of your website?• What does your website need to do for you?

• What do you want people to do when visiting your website?

• Focus on one thing


How would you measure success?• How will you know that your website is doing

it’s job?

• Make a plan to track and measure

Website Strategy and Customer Journey


• Use “trigger” words

• Always have your contact information front and center

• One Call-To-Action

• Address the frequently asked questions

• (If you like your physical space) Try to convey the same feeling online

Things to keep in mind

Resources

customer experience and websites

Internet