ghd, the UK hair-straightening brand, has seen its customer conversion rates soar as a result of improving the shopping experience on mobile devices. Online marketers at ghd used data gathered through Celebrus Technologies’ tag-free digital Big Data software to gain a deep understanding into which mobile devices drive the highest levels of conversion and engagement within its customer base.

ghd utilised data to identify the most popular devices used by its customers to access the UK ghd website and the journeys those particular visitors take through the site. By drilling down further into the data, ghd analysts recognised which devices were the most effective in reaching a conversion and which devices failed to convert or ‘bounced’.

Combining the insight of varying conversion rates for different devices with the increasing traffic levels from iDevices (iPhones and iPads), ghd were able to make strategic improvements to their website that delivered easier navigation and purchasing capability for customers using smartphones and tablet devices.

Peter Lancaster, web analyst, at ghd, comments: “It became increasingly apparent that iDevices were being used by our customers to access our UK website. In the month of January 2012 our web traffic was 65 per cent PC, 13 per cent iPhone and six per cent iPad – fast forward to January 2013 and our web traffic was 48 per cent PC, 19 per cent iPhone and 13.5 per cent iPad.

"Using the Celebrus technology allowed us to identify the most popular mobile devices our customers used to visit our UK website, what could be improved upon to make the experience better, and consequently improve our overall conversation rates for those devices.”

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