Aliexpress

AliExpress is a very popular Chinese online shopping platform. It’s the business-to-consumer subsidiary of Alibaba Group, one of the world biggest e-commerce companies

Industry

Ecommerce

Goal

Increase income in Mobile app

$24,4 m.

Record revenue

>300%

ROI

30 mln

Purchases done

Aliexpress case

Project

Our team needed to launch dynamic retargeting for the mobile audience. Aliexpress applications with achieving ROI KPI. Launch in a short time, work with billions of events, hundreds of thousands positions in the catalog, wide geography

First stage

March-June

Test ad format

Find segments of the target audience

Estimate roi and volume

KPIs

100k

Target number
of users returned

KPI

Target cost per returned user

>300

Target ROI

Steps

01. Segmentation

02. Creation Of
Advertisements

03. Optimization

Results of
the first stage

320%

Average ROI

138k

Number of returnedusers per day / June

Aliexrpess case results of
the first stage

Stage two: scaling

July-October

Start with in short timeframes, dealing with billions of events, hundreds of thousands of catalog items, decently wide Geo

KPIs

100k

Target number
of users returned

KPI

Target cost per returned user

>300

Target ROI

Stages of advertising campaign

01. Optimization
by city of delivern

02. Optimization considering the timing of the action “There are 2 days left!” Of Advertisements

Results of the scaling stage

320%

Average ROI

301k

Number of returned usersper day / from September 1

Aliexpress case results of the scaling stage

Results
of work

Outcome: Record growth of income. The average number of attracted customers about 300000 daily within 8 weeks with ROI of over 300%. In 2 days of Black Friday during the 11th and 12th of October, more than 5 million Russians participated in the sale and got more than 30 million purchases done to the tune of 17.2 billion rubs. Goods made by local producers outran the sailing rate 17 times comparing with previous Black Friday

Increase in costs by 4 times for 8 months of work

Preservation ROI indicators