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
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
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
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
