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Ephemeral Tattoo
A start-up with an innovative, vegan, non-metallic ink that your body will metabolize in under three years.
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Design x Growth Objectives
Goals & Challenges
Our main goal was to double booking rates through the website. Our hypothesis was that our customers had the most issues gaining confidence with our process and ink, learning what product is right for them to book, and finding design inspiration for their tattoos.
Goals
- Double booking rate through the website
- Help customers gain inspiration and confidence in their tattoo idea
- Clarify product offerings to simplify
Challenges
- 80% of our clients were new to tattoos meaning:
- Overall, tattoo explanation needed + how our ink differed.
- Not confident about their skills when talking about their inspiration.
- Booking challenges could be stable for artists when custom art was sometimes outliers for how much time would be spent per product.
- Social customer sentiment was poor given previous failed brand expectations.
Iterative Data-Driven Processes
We ran tests in 2-week increments with A/B tests to see if we should tinker with a page or do a complete redesign and test it against what was running. I worked closely with the engineering, leadership, and product manager to brainstorm possible solutions to the feedback we were constantly collecting from users.
A few tests were directly linked to see if we could reduce bounce and increase flows through the booking process, like adding or taking away too much writing or educational moments. Others seemed more off-beat to see if we could solve a need for a smaller group of users that we theorized were lingering but not converting, like adding bookable flash tattoos that didn't require you to walk into a studio.
We looked at early reads and final data for all the tests running and write briefs for upcoming tests. We staggered tests on different flows to be the most efficient.
User interviews
Ephemeral's challenges were multi-faceted, so combining both micro and macro views of user behavior and feedback was necessary to unlock learnings for intelligent next steps.
For example, We learned through surveys that many of our clients were often traveling and often wanted more time to book ahead of time to plan better to get a tattoo on their vacation. Knowing this led to us finding that ~60 days out was a good amount of time to show potential clients to help them plan. If someone wanted more time, we offered ways to reach out and get booked with white glove customer service. When we saw that someone booking further out had a higher potential to cancel, we started making plans to bring higher deposits to encourage customers to avoid last-minute cancellations. This would help us rebook these slots and not lose potential revenue.
Outcome
Despite all the challenges, we did meet our goal of doubling online booking rates!
In 9 months, we created
- In 24 months of operations, Ephemeral has completed over 20,000 paid tattoos, opened 8 Studios, delivered NPS of 66, and generated $5M in revenue.
- 72% of the customers were first-timers.
- Achieved the 2023 goal of doubling CVR in 6 months by running 60 A/B tests across the site and in studios.
- This success has also yielded an 11% aided brand awareness (rivaling famous tattoo artists such as JonBoy, Bang Bang, and Dr. Wooo.
- Annualized rate of 2.3M visits to our website (based on 2023 data in June). Over 60 tests were run for pages and flow improvements.
- Including implementing and testing a new homepage that reduced bounce by 30%.
- Replaced non-native tools used for booking with a native-created flow.
- Six flash collections with over 200 designs
- Improved all our lifecycle flows and increased our weekly marketing sends.
- 55% of our customers are generated from word-of-mouth or organic content
This is thanks to our 200K IG and 160k TikTok Followers, 162M annualized impressions on social, and 24B impressions from earned media to date.
Highlighted Projects
BRAND PHOTOSHOOT
LIFECYCLE MARKETING
BRAND GUIDELINE
FLASH E-COMMERCE
Credits
Copywriting: John James Dudek | Design: Elle Levy | Developers: Armando Amador, Ben Godfrey | VP Growth: Aretha Choi | Tattoo designs + Imagery: Studio artists
©Rhymes with Hell Studio