CASE STUDY
MOBILE OPTIMISATION GROWS GHD BRAND
With customers now accessing its websites through a multiplicity of devices, the global hairstyling business is keeping pace with and gaining an understanding of how customers interact with its brand across multiple digital channels
T
he UK-based hairstyling brand, ghd, has improved the mobile
website experience of its UK customers and increased sales using detailed traffic data analytics software from Celebrus Technologies. Digital analysts at ghd had identified
an increase in traffic from mobile devices, especially Apple’s ‘iDevices’ and therefore wanted to gain a deeper understanding of customer interaction with the ghd brand via its website. The ghd analysts set out with
the objective to improve the mobile customer experience and consequently increase mobile customer conversion rates. To begin this journey, ghd analysts first needed to understand the details of the customer journey on mobile devices and identify any differences in customer conversion rates. Ghd used Celebrus’ tag free digital big data software to analyse
52 Autumn 2013
how its customers interacted with its website across different digital devices. The data revealed that the ghd website was experiencing disproportionately high bounce rates on mobile devices, so it was clear that the mobile customer experience needed to change. Using the granular level of data
available via Celebrus, ghd analysts could easily recognise that a high percentage of its customers used an iDevice to access its website. As a result, improving the customer experience and easing the purchase process specifically for the iDevice users became a high priority. Peter Lancaster, ghd web analyst, explained: “The Celebrus technology allowed us to have a comprehensive view as to whether an individual customer had accessed our website via a mobile device, tablet or PC, and the exact journey they took through the site, including ultimate
conversions. We used the Celebrus software to analyse the spread of activity across the different types of devices, and gain a deep understanding into which mobile and tablet devices produced the best results within our customer base, and which devices were being used to make a purchase.” The ghd analysts identified that
the use of iDevices among its UK core customer base was increasing steadily over time. In the month of January 2012, UK
ghdhair.com website traffic was 65% PC, 13% iPhone and 6% iPad. By January 2013, ghd analysts found that PC visits had dropped to 48%, whilst iDevice visits had increased to 19% for iPhone and 13.5% for iPad. Lancaster continued: “The depth
of data provided by Celebrus software enabled our analysts to identify which devices were used by those visitors
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