RetailT
echnology
reaching a conversion, and which device users failed to convert or ‘bounced’ – indicating that on some devices the
ghdhair.com website was providing an unsatisfactory experience for our visitors. “Using Celebrus it became clear
to our analysts that the increase in the overall bounce rate of the UK
ghdhair.com website was related to the increase in the proportion of traffic to the website via an iDevice; in other words, the disproportionately high iDevice bounce rate was forcing up the overall bounce rate of the site. It became clear that in order to reduce overall bounce rates and improve customer conversion it was critical to improve the
ghdhair.com iDevice user experience.” Using data gathered from the
Celebrus technology, ghd was able to accurately deduce the specific areas of
www.retailtechnology.co.uk
its website that needed to be improved in order to make the
ghdhair.com experience better for iDevice users and encourage customer conversion. “Our previous website was not optimised to fit on a mobile screen, and visitors on iPhone had problems navigating around the website to find the products and information they required,” he added. “The redesign involved significantly simplifying the version of the website presented to iDevice users and scaling it to the appropriate size according to the device being used. We ensured that ‘calls to action’ were clearly visible on all devices, and simplified the overall checkout process for iPhone users.” The overhaul of the ghd website
has resulted in a far better mobile optimised website and improved customer experience, and as predicted, has had a positive impact on customer
conversion rates. Lancaster concluded: “We have utilised Celebrus’ technology to optimise our UK website and reduced the iDevice bounce rate by approximately 25% and increased the iDevice conversion rate by approximately 40%. The technology has allowed us to pinpoint precisely those devices that are most popular with our customer base, enabling us to prioritise channel development. “With the dynamic nature of
online retail it is essential to know what your customers are doing and their preferences for interaction with your brand. Celebrus’ technology enables deep insight into this vital information, allowing us to capitalise on it in order to provide the best experience for our customers. It is this advantage that retailers need to understand in order to stay ahead of the game.”
Autumn 2013 53
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60