Hart and Huntington Tattoo Company has become one of the most recognizable names in the multibillion dollar tattoo industry. Internally, H&H Orlando has continued to refine an experience customers will never forget, but their website experience didn’t equal the heights the H&H brand has reached.
As more and more of their worldwide customer base used their website to secure an appointment, many using a smartphone, it became clear to H&H that the interactions before and after getting a tattoo should be just as memorable as the experience in the shop.
Our mission was to redesign the online experience of finding an artist and booking an appointment.
Find your style and select an artist.
Tattoo is art that becomes part of your identity. So we wanted to make finding the right artist an enjoyable part of the process. We expanded the artist section on the homepage so people could move directly into artist profiles and find a style that fits them.
An artist’s specific style is an important part of the selection process. To help people choose, we expanded the artist profiles to highlight the artist’s personality, story, and portfolio.
In 2012 we saw an explosion in mobile traffic to our site. It became pretty clear to us that if we wanted our site to put more people in chairs, we had to treat the entire experience a little differently.
Book your appointment
Since tattoos are custom works of art, the process of estimating the creation of one is unique. We needed to make the initial information intake smarter, while building a system that allows H&H to respond thoughtfully and quickly.
We redesigned the appointment request form to allow people to easily select the artist they desired, identify where they wanted their new tattoo, and provide photo inspiration of their desired tattoo design.
We configured a system that triggers a workflow once they receive a request to help them communicate with customers more efficiently and with a polished voice. Now H&H is able to deliver automated estimates, followups, and appointment confirmations customized to each artist.
Be part of the community.
Immediately after a customer’s appointment is the best time to share the spirit of the H&H Tattoo community. A series of email messages were created to help deliver this story, collect customer feedback, and to keep an open channel to communication while new tattoos are healing.
The H&H Tattoo website has evolved into a key sales and marketing tool for the company. Every metric has improved year-over-year, including the amount of visitors, conversions, and time on site.
Conversions in 2014 are 5.5X higher than 2011.
Baseline in 2011
But we’re most proud of the continued growth in website conversions we’ve helped them achieve. From where they started, they’ve reached a 5.5x improvement in appointment conversions, resulting in a substantial percentage of revenue driven from their website channel.