Download - Customer Experience and Websites
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Customer Experience and WebsitesSue AndersonDirector, User Experience
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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
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What are your business goals?
• What do you want to be in 3-5 years?
• Be specific
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Business Goals• Best tattoo shop between Fort Wayne and
Indianapolis
• Be the destination event tattoo shop
• Have fun!
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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?
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Key Differentiators• The artists really care. More than just a sale.
• We are conscientious
• We specialize in cover-ups
• Salon feeling. Clean.
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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
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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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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?
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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!
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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
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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?
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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
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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.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
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
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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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
• 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
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.