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GHD optimises website for mobile using data pinpointing which devices fail to convert

By Angela Haggerty, Reporter

June 19, 2013 | 2 min read

GHD has made a series of changes to its website after studying analytics data which revealed problems encountered by specific mobile devices, enabling the brand to make navigation and purchasing easier for customers who mobile shop.

Optimised: The GHD website

The hair straightener manufacturer teamed up with Celebrus Technologies to gather the data, which revealed information on which devices were most popularly used to access the website, which devices were more effective in reaching a conversion and which devices 'bounced', meaning users had a poor experience of the website's tools, resulting in less conversion.

According to web analyst at GHD, Peter Lancaster, in January last year the company's web traffic was 65 per cent from PC, 13 per cent from iPhone and six per cent from iPad. One year later web traffic from PC had dropped to 48 per cent, increased to 19 per cent for iPhone and more than doubled for iPad at 13.5 per cent.

"iDevices are very popular with our target market, so it was important that we improved our iDevice website experience," said Lancaster. "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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