About Aligon
Alejon is an Egyptian brand specialized in manufacturing hair and skin care products. It was founded on the firm principle of providing high-quality women’s care solutions at a price that suits any woman seeking to take care of her beauty.
the challenge
Alijun partnered with Octohubs in August 2022 after they achieved strong reach and sales on the ground but had a problem with sales through its store.
Alejon asked us to implement a business strategy towards achieving the ultimate goal of increasing our 2022 monthly sales growth rate by 150% by 2023.
We faced a purchasing power challenge in the Arab Republic of Egypt that indicated that 2023 would struggle to keep up with the inflation boom, and after the action kicked in, we saw the gap from 2022 widening throughout the rest of the third and fourth quarters.
Specifically, our goals were:
- Achieve or exceed 2022 monthly growth target by Q4
- Verify the target group and reach the correct audience
- Working to improve the conversion rate across the store by improving and developing the user experience
The strategy
In the first three months, we worked together and focused on understanding the target audience, doing a lot of A/B testing at the advertising and content levels, and knowing the most important challenges they face, hypotheses, and growth experiences.
- The Alejon brand's products are of high quality (personally tested). Our mission was to find the best way to translate this quality through content, customer experience and other factors.
- The entire team underwent product training from Alejon's dedicated team to get a deeper understanding of the products and the value offered through them.
- We conducted several market research with the aim of polling public opinion about the brand and found that most of what was mentioned was positive and very positive (any woman who used the products loved them and stuck with them).
- We created an Excel sheet that includes all the products and their information, and collected all opinions about the product
- We analyzed the customer experience to identify the challenges women face online.
- We designed growth experiments to test our growth hypotheses and the numbers game began
- We started with online advertising and branding. We worked on creating content about the target group and answering their most important questions.
- We requested more accurate and professional product photos and dedicated video shoots
- We worked to improve the advertising content
- The ads started to work and gradually we found that the cost of customer acquisition started to decline
- Now that we have reached the target audience, we need to make them more satisfied with the shopping experience through the store
- We worked to improve the mobile version of the website
- Preparing the site for search engines
- We achieved, no no to be precise we destroyed! Growth goal: Within 5 months, we have reached 3168.18% growth rate. Yes, you need to read the number again.
Are we satisfied with that?
No, of course we are a team that is hungry for numbers and the level of adrenaline in our bodies increases when we play with them. The surprise of the new year is that we completely changed the site after we saw the magic of the simple changes that we worked on, so we decided to rely on numbers that do not lie and transform our growth experiences into a practical model.
The result is that in the first month of 2023 we achieved sales exceeding what we achieved during the entire last year. Yes, it is the magic of the user experience based on real numbers and experiences.