High conversion model for live broadcast room!

Being keen on breakthroughs in gameplay and ignoring the basic skills is the main reason why most people fail in live streaming. Analyzing the marketing funnel is a basic skill for a live streamer.

What does a marketing funnel do? The most difficult part about live streaming is the uncertainty in the process and the basic logic of the marketing funnel.

It means changing "uncertainty" into "certainty". Only certainty can be measured, and only measurement can lead to optimization.

Having a closed-loop analysis process is the first skill for good funnel management.

An analysis process that can form a closed loop should include four elements: data, problems, solutions, and optimization.

For example, a product’s click-through rate is poor. This is data, and the reasons behind the data are the reasons.

For example, the attractiveness of a product, or the host's sales rhetoric, each problem corresponds to a solution, such as adjusting the product selection in the live broadcast room or strengthening the host's sales rhetoric.

But finding solutions is not the end of funnel management, optimization is.

Achieving results through adjusting live broadcast data is considered a closed loop of funnel management, that is, data reflects problems, problems lead to solutions, and solutions lead to optimization.

Having a process-based data breakdown is the second skill for good funnel management.

From the perspective of the live transaction process, the five layers of the marketing funnel correspond to the user process from display, exploration, click, order, to payment.

The process of shrinking from the largest display volume to the smallest order volume layer by layer indicates that users are constantly dropping out, losing interest or giving up on purchasing.

The first layer of the marketing funnel, numerical analysis of exposure click-through rate.

Exposure click rate is divided into short video content and live broadcast content from the perspective of the content form seen by users.

In terms of short video content presentation, whether the first three seconds are catchy, whether the content is tight, whether the script has creative ideas, whether the length is appropriate, and whether the logic of the script is clear basically determine the efficiency of the video's completion.

However, if you want to kick users back into the live broadcast room after they finish broadcasting, you also need to consider whether the product is embedded in the content and whether the selling points are sufficiently highlighted.

Only when the content effect of the short video is guaranteed and the product is fully implanted can it be considered a qualified product promotion work.

The presentation of live broadcast content is inseparable from the three dimensions of scene, product and anchor.

The first is the scene. The basic layout of the scene can be achieved through hardware such as background boards, merchandise tables, and lights.

The event benefits during the live broadcast can be highlighted in the form of stickers.

For direct broadcast rooms with good click-through rates, great efforts will be made in the live broadcast scenes. In July, there will be a down jacket snow mountain scene that became popular on the entire Internet, and in October, there will be a garden scene like that in the online drama "Empresses in the Palace".

The second is the presentation of the products in the live broadcast. The attractiveness of the products themselves is the first reason. No one is willing to waste time on products they don’t like.

The second is the way the product is displayed. Often times the product is very good, but the display does not have a selling point, which in turn affects the user’s first visual impression.

The impact of visual effects is far greater than that of language. For the same stain removal product, one live broadcast room talks about it in a grandiose way, while another live broadcast room gives a live demonstration. Which one would you be more willing to pay for?

Finally, it is the presentation effect of the anchor. The live broadcast room does not rely on appearance, but the anchor’s appearance cannot be ignored.

Especially in live broadcast rooms for clothing, the anchor with good-looking styles is a walking clothes rack, and users don’t even need the anchor to open his mouth to place an order.

This is only from the perspective of the anchor's instrument. Also related to the anchor is the density of the speech. Users see the real-time images at different times, which requires the anchor to effectively cover the real-time selling point output.

In order to attract as many users as possible to the host's words, the density of selling points in the words should be increased, rather than causing user loss due to the emptiness of the words.

Especially in the flat broadcast room, the atmosphere itself is very dull, so it is even more necessary to rely on selling points of the language to attract people.

The last part related to the host is the creation of atmosphere. Live broadcast rooms that are lively and popular are more popular than dull ones.

People always like to watch the excitement. When seeing a live broadcast room with a strong atmosphere and urgent speech speed, most people want to stop and see what is happening.

In summary, these are a series of factors that affect the exposure and clicks of the live broadcast room. If there is a problem with your exposure and clicks, you can check your own live broadcast room to see what happened.

The adjacent level under the exposure click-through rate is the shopping cart click-through rate, which is analyzed from four levels.

First, the material level. Users enter the live broadcast room through short videos, but if the short video content does not match the live broadcast products, even if the exposure and click-through rate are very good, users will naturally leave if they find that the products in the live broadcast room do not match their needs.

Of course, compared with short video content, if the quality of the direct projection picture is stable enough, the probability of error in direct projection will be much lower.

Second, the product level. Although the visual materials are related to the products in the live broadcast room, it will be counterproductive if the products in the live broadcast room are not presented as selling points.

Users will feel that the short video looks good, but from the live broadcast room, it is just so-so.

Third, the anchor level. Whether users click on the shopping cart depends largely on the host, which can be broken down into the degree of attraction of the product explanation.

The quality of the negotiation and order processing, as well as the host’s effective guidance of users to click on the shopping cart.

Fourth, the interface level. This is easy to understand, such as the frequency of pop-up windows that we talk about in our daily lives, and the guidance of dynamic arrow stickers in the live broadcast room.

The shopping cart click-through rate is a window for users to access products, while the link click-through rate reflects whether users are interested in the product.

The anchor is an important factor affecting the click-through rate of products.

The peak period of link clicks is basically the time when the host explains a single style, the host's explanation of a style is very thorough, and the host is in the stage of opening the price or approaching the opening price.

The quality of the anchor's sales pitch and sales pressure will affect the frequency with which users click on a single link.

The second is the interface level. When users enter the shopping cart and click on a product, they will also be influenced by the visual selling points, such as the main image and title of the link, and the red selling points of the link.

As well as the price sorting of links in the shopping cart, these are all necessary steps to optimize product click-through rates on a daily basis.

Let’s continue with an example. For the same piece of clothing, link A has a red selling point: “New winter model, first come, first served.”

The red selling point of link B is "New models, limited edition, no more than 20 orders". Which one do you think is more in line with the interface selling point?

Finally, there is the product level. Users may be interested in the products in the pop-up window, but that does not mean they are interested in all the products on the shelf.

Users are shopping in a shopping cart. If the quality and price of most items in the shopping cart do not meet their expectations, the click-through rate of the items will also be reduced.

When it comes to the order creation rate stage, it means that users have completed the planting of seeds at the selling point and interest level and have truly entered the order placement and payment stage.

The sales talk resulted in product clicks, but the host lacked the skills to guide orders, which led to a low order creation rate.

That is, you let me know that your products are good, but you can't convince me to buy them. The second is the logic behind releasing selling points and benefits in the live broadcast room.

Live broadcast rooms with high order creation rates will definitely constantly create the atmosphere of the live broadcast, that is, the rhythm, shape the differentiated value of the product, that is, the selling point, and organize activities to encourage users to make transactions, that is, benefits, before opening the price.

In addition to the anchor factor, the visualization of the product interface is also very important, such as the optimization of the product details page.

Let me give you an example from my own experience. I created a clothing account in the early days and my abilities in product selection and live streaming were pretty good.

However, due to poor photography and design skills, some users closed their orders when they saw the poorly designed product details page.

Another thing that cannot be ignored is the attributes of the product itself. Users are indeed interested in the product, but are limited by factors such as specifications, color, and price.

The inability to select products that match your interests will also affect the order creation effect in the live broadcast room.

The last link is the stepping stone for products to get orders, that is, the order conversion rate.

This step leaves the operator to think about: since the user has already created the order, why hasn’t he paid?

The first is the anchor level. In the final transaction stage, the anchor fully utilizes the additional benefits of the product to complete the finishing touch for the user.

This is what we call welfare-style forced orders. The second is to create an atmosphere that forces orders. A well-run live broadcast room will always give users a tense atmosphere of "if you miss this opportunity, you will miss it forever".

The benefits will be distributed according to the rhythm of the live broadcast room, and the live broadcast room will control the user's psychology to create a sense of lack of things, and the actual payment rate of users will definitely not be bad.

The second is the commodity level. There are two points that are prone to problems in the actual payment process. One is price acceptance. The user is interested in the product, and there is no problem with the specifications and color.

But in the end, they gave up placing an order due to the price issue. Looking at the data from various live broadcast rooms, the higher the average order value, the greater the threshold for order creation rate and order payment rate.

The second is the delivery and after-sales issues. In the final payment stage, users are more concerned about after-sales issues, such as delivery time, authenticity guarantee, return and exchange, etc.

If the anchor does not emphasize it, it will inevitably affect the actual payment ratio.

Finally, there is the customer service level. Anyone who has worked in backend operations knows that the live streaming stage of forcing orders is the part with the heaviest workload for customer service.

There are many issues such as discounts, prices, delivery, after-sales, etc. If the backend customer service does not handle them in a timely manner, it will also affect the actual payment rate.

The above disassembly does not represent all, but after disassembly, you will find that as long as you find the problem, finding the answer becomes easy.

For example, since delivery affects user payment, what we need to do is to adjust the delivery efficiency. For another example, if the product details page is not well done, we can arrange for someone to re-optimize the details page.

The data, problems and solutions have been solved. The last link is optimization, which is the third skill of funnel management.

Many people are used to taking a cursory look at the marketing funnel without summarizing it. Imagine opening the backend of a small store and looking through it one by one according to time periods. Are you sure you can make a clear comparison?

The above is the marketing funnel optimization table used for personal live streaming. The horizontal axis is the arrangement of funnel elements, and the vertical axis is the time sorting. The intersection of the horizontal and vertical axes can intuitively show the increase or decrease performance of the data in the same link indicator on a month-on-month and year-on-year basis.

In addition to comparing timelines, the data also needs to be used to set optimization goals, that is, what indicators you want to achieve in the future.

We can set the target value in two ways. The first is to use the best data from the previous round as the target for the next cycle.

For example, if the best shopping cart click in the previous round is 92%, then 92% can be used as the benchmark value for the shopping cart clicks every day in this round.

The second is to set it based on market peer data.

It is recommended that the data comparison cycle of the funnel be one week, because the data of one or two days have multi-factor volatility. After weekly comparison, monthly comparison should be made, so that the assessment results can be effectively managed according to the timeline.

Author: Yin Chen's live streaming

Source: Yin Chen's live streaming