Case study | ghd

A look at how Greenlight’s mobile strategy for ghd helped to achieve double digit YoY growth in net revenue.

The Client

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%.

The Objectives

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.

The Strategy

  • 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.

currys case study

Mobile

Results
  • 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

Client Testimonial

"Investing in mobile has been the most important strategic decision taken in our digital strategy over recent years. Without a mobile site it would have been impossible to achieve the phenomenal year-on-year growth in net revenue we have seen."

Rob Pye, eCommerce General Manager, ghd.

All Results

  • Paid search traffic

    15% of ghd’s total paid search traffic now comes from PLA’s.

  • Mobile paid search traffic

    This rises to 20% of mobile paid search traffic, compared to only 10% of desktop and tablet paid search traffic.

  • Product listing ad traffic

    Throughout 2014, ghd has experienced spikes in product listing ad traffic of up to 65%, solely coming through mobile.

  • Adaptive mobile site

    During the first year of having an adaptive mobile site, ghd saw mobile revenue increase at over double traffic at 164%.

  • Mobile revenue

    YTD 2014 has continued to see net mobile revenue growing above traffic at 74%.

Back to Top

© Copyright 2017 Greenlight. All Rights Reserved Terms & Conditions