KPI Assessment

CPA, Conversion Rate, ROI

Background Information

As the world’s largest online bookstore, Dangdang is facing the competition from other E-commerce websites, especially from JoJo and 360buy. Dangdang is transitioning into a comprehensive shopping website with all kinds of products, increasing website awareness and ROI throughout SEM promotion.


After 15 months of optimization, the total amount of conversions increased by 850%, the CPA decreased by 10% and the ROI increased by 26%.



March 2011 – June 2012


20 million +