Overview
Yabao.lu is the large base of wholesale brands-manufacturers, official factories and supply stores of factory Beijing. If you've heard of Ali Baba's sourcing and dropshipping website, then this site is Ali Baba's competitor to provide the best Chinese suppliers for CIS entrepreneurs. 


Challenges
The client wanted to know how best to find the right audience of entrepreneurs who would be interested in working with Beijing factories. Then it was necessary to send these people to the platform where verified suppliers were gathered. The task was to increase traffic to the platform.
To solve this problem, we turned to machine learning. By feeding the algorithm the right data and optimizing for higher quality traffic, we were able to attract precisely those entrepreneurs who were most likely to want to work with our Beijing-based suppliers.

It was also important to correctly present all the strengths of the platform. Suppliers and the goods that they provided on the platform were checked, this was important for entrepreneurs who were tired of looking for good suppliers to work with in the long term.
In short, potential customers that were looking for a trust and stable supplier were likely to end up frustrated by the competition and less trusting of all players in the accessibility space. I needed to find a way to break through the noise.

Strategy
It was important to provide machine learning with the right data, set up an advertising campaign, create the right creatives and the right messages. All in order to attract to the platform precisely those people who are entrepreneurs and who are more likely to want to cooperate with suppliers from Beijing. 
In short, I was guiding the machine to optimize for higher quality traffic. 
You may ask, is it possible to find an audience of entrepreneurs on a platform like Instagram? The short answer is yes. High quality leads come from all walks of life and various social media platforms. 
But It is  extremely important to feed the right data into the machine-learning algorithm. 

Some of my strategies included:

Platform Usability testing
Heatmap analysis / Screen recording analysis
User characteristics analysis
A/B test creatives and messages
Ongoing comprehensive competitive analysis


Results
High-quality traffic to the site increased, entrepreneurs began to call the client asking for advice on working with suppliers. Many people who came from advertising managed to connect with suppliers directly, since many of them knew not only English but also Russian. 
The client received a growing base of entrepreneurs who returned to work through the platform again.