Install-to-registration rate increases 31% for Shopee

The ChallengeShopee, the leading e-commerce platform in Southeast Asia and Taiwan, contacted Liftoff to run a user acquisition campaign for their e-commerce app on Android in Indonesia. The popular localized app allows users to buy a wide range of categories from Games & Hobbies to Women’s Apparel. With dominance in Southeast Asia, Shopee was interested in expanding their footprint with a localized campaign in the Indonesian language. Campaign goals included increasing the install-to-registration rate while staying under a target cost-per-install.

The SolutionThe Shopee user acquisition campaign began by defining the user flow within the app while getting a clear understanding of the client’s targets. The user flow of the app looks like this: Install > App Open > Register > Checkout > Purchase.

Next, all required postback data was sent to Liftoff from AppsFlyer, a mobile attribution tracking platform. Postback data included impressions, clicks, installs, and registrations – mandatory data for measuring the effectiveness of this specific mobile UA campaign.

The Liftoff creative team started the campaign working within approved creatives produced by Shopee. The initial creatives revolved around seasonal promotional ads, such as the holy month of fasting, Ramadan, an important religious holiday in the region. Once Shopee gave Liftoff creative freedom, we designed a series of ad creatives to test including banners, interstitials, VAST video and native ads.

At this point Liftoff began bidding on all major RTB exchanges within the Indonesian market. Lookalike targeting was managed by our machine learning (ML) platform which optimized bids based on the likelihood that specific users would install and then register within the Shopee mobile app.

The new ad outperformed the original with a 111% improvement in the impression-to-install rate and a whopping 789% improvement in the impression-to-register rate.

The ResultsThe Android user acquisition campaign for the Shopee e-commerce app within Indonesia was a complete success. The Liftoff ML platform successfully identified and targeted users who were most likely to install and register in the app, increasing the install-to-registration rate while staying under their target cost-per-install.

Creative A/B testing played a key role in this UA campaign’s success. Once creative freedom was granted to the Liftoff design team, performance improvements were immediately recorded. One such test was an interstitial ad comparing an original ad’s static image of shoes to Liftoff’s animated template which cycled through various products sold within the app. The new ad outperformed the original with a 111% improvement in the impression-to-install rate and a whopping 789% improvement in the impression-to-register rate.

Another dramatic creative win compared 30 second interstitial videos which displayed scrolling product feeds from within the app. Liftoff knows video ads of actual app usage outperforms other creatives, so we captured a few real in-app video recordings of user browsing to create an A/B test. Version A scrolled left-to-right, while Version B scrolled top-to-bottom. Version B, top-to-bottom scrolling, performed best with a 295% improvement in clickthrough rate and 61% improvement in impression-to-install rate.

Overall, the Shopee campaign outperformed our target CPI by 18%, while delivering some of the best performance outcomes we’ve ever seen. In just under a year, performance improvements included:

  • Installs increased 9x
  • Registrations increased 12x
  • Clickthrough rate increased 1.2x
  • Click-to-install rate increased 1.6x
  • Install-to-registration rate increased 1.3x

Not only was the registration performance increase off the charts with a 12x improvement in less than a year, the campaign was also able to scale with a massive increase in average daily spend. In fact, Shopee increased daily ad spend over 13x.

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Shopee is the leading e-commerce platform in Southeast Asia and Taiwan. Shopee provides customers with an easy, secure and fast online shopping experience through strong payment and logistical support. Shopee aims to continually enhance its platform and become the region’s e-commerce destination of choice via ongoing product optimization and localized user-centered strategies.

  • Founded in 2015
  • Headquartered in Singapore
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