A look at how Greenlight’s mobile strategy for ghd helped to achieve double digit YoY growth in net revenue.
ghd, the Leeds-based hair care manufacturer, has seen m-commerce impact its business positively since 2011. In fact, the percentage of users accessing their site, ghdhair.com, via mobile is ahead of the curve at 50%, compared to the industry average of just 31%.
ghd recognised a shift in consumer behaviour on mobile and working with Greenlight set about increasing visibility for ghdhair.com on mobile. The goal was to improve conversion and increase market share of search real estate on ghd's mobile site.
Month-on-month mobile traffic visits were monitored and Greenlight also looked at external mobile trends to aid ghd with implementing their mobile site.
Greenlight devised a paid search strategy that allowed ghd to appear in first position for product listing ads and paid ads.
Google Shopping was utilised as a key part of ghd’s PPC strategy, thanks to the high visibility of PLA’s on mobile.
Greenlight also conducted A/B testing on ghd's paid search campaigns - allowing ghd to focus its investment on ads which generate the greatest ROI.
OF TOTAL PAID SEARCH TRAFFIC NOW COMES FROM PLA’S
INCREASE IN MOBILE REVENUE DURING FIRST YEAR
THE RATE AT WHICH NET MOBILE REVENUE HAS GROWN YTD
15% of ghd’s total paid search traffic now comes from PLA’s.
This rises to 20% of mobile paid search traffic, compared to only 10% of desktop and tablet paid search traffic.
Throughout 2014, ghd has experienced spikes in product listing ad traffic of up to 65%, solely coming through mobile.
During the first year of having an adaptive mobile site, ghd saw mobile revenue increase at over double traffic at 164%.
YTD 2014 has continued to see net mobile revenue growing above traffic at 74%.