Live streaming methods and strategies

The women's clothing category with a customer unit price of 79-129 had a 2-hour broadcast and about 10,000 viewers. The show used welfare funds at the beginning to attract extremely fast traffic, and the peak number of viewers at the beginning could reach 500-1,000 people. However, it was completely overwhelmed and fell to the bottom after only 15 minutes. How to receive high-speed traffic?

Answer: Extreme flow is a type of inaccurate general flow. It is normal for novices to be unable to handle it. So from which dimensions should we optimize? What is the priority for optimization?

Why do we need to consider the priority of optimization? Because sometimes you will find that you cannot judge whether the reason for the failure to receive traffic is because the anchor is not good, the product is not good, the live broadcast room label is not accurate, or the quality of the audience is not good?

Which one should be solved first? Then optimize the others step by step? This article shares the optimization process in our own practice for reference.

The first step is to optimize the selection of welfare products

Because whether the selection of welfare products is good or not can be directly seen from the data, so we should solve the problem of selection of welfare products first.

The most direct feedback data is the product click-through rate, which can reflect the attractiveness of the product. It should be at least 15%-20%, or even higher (there are large differences between live broadcast rooms of different categories and different customer unit prices. You can compare it with the click-through rate of your usual hot products. The best welfare products are the ones that have the same or higher click-through rate as the hot products);

In addition, there are two dimensions to optimizing welfare products:

(1) Rapid loss of fast traffic may also be caused by the huge difference between the pricing of the welfare products and the regular products. Welfare products can be popular products at 50% to 70% off, and then paired with popular products with a higher sense of value and quality.

For example, in a live broadcast room for casual women's clothing with a customer unit price of around 200, during the initial stage, a dress is sold as a welfare item for 99 yuan, and a popular small suit of the same style is sold for 159 yuan. Clearance discount price but definitely not bargain price.

Welfare products can even be low-priced products, but they are definitely not regular-priced products sold at low prices, but rather “peripheral products” sold at low prices.

For example, for a genuine leather bag with an average order value of over 200 yuan, the target group is urban white-collar workers in first- and second-tier cities. Some students sell a PVC bag with a cost of 79 yuan for 29 yuan as a discount. This kind of planning can easily be labeled as low-priced; and the material and aesthetics of PVC may have deviated from the preferences of your target audience.

You might as well choose a 19.9 exquisite and compact genuine leather cowhide mobile phone bag or genuine leather lipstick storage box, which would be more suitable. The price is low but not at a loss, and the appearance is good, which meets the white-collar workers' pursuit of quality and appearance.

(2) Welfare products provide not only benefits in terms of pricing, but also benefits in terms of aesthetics!

Product selection is actually about selecting the people behind the products. It is necessary to strike a balance between "the conversion rate advantage brought by low prices" and "being as close to the high-quality aesthetic needs of the target group as possible".

The second step is to optimize the anchor level, master the timing and rhythm, and polish the speech

Everyone knows that in order to take over the extreme speed, you need to use welfare funds to undertake it, but novice live broadcast rooms often have trouble taking it over, and it is easy to fall to the bottom 10-20 minutes after the start of the broadcast. In addition to quality factors, a very important point is that you don’t know how long to hold the order, when to release the order, and how many orders to release.

The best time to place an order is around the time when the peak of traffic is approaching.

Therefore, the anchor does not have to hold orders rigidly from the 5th minute onwards and release them at the 10th minute. Instead, you need to judge when to release the order based on your account’s historical streaming speed and the time when the peak will arrive.

For some accounts, the peak flow rate arrives in the 5th minute, while for some accounts, the peak flow rate arrives in the 10th or 15th minute; but the peak flow rate of an account within a period of time will be relatively constant.

The operator needs to first find the peak time of streaming, and combine the background streaming data during real-time live broadcast to remind the host to play a single rhythm. For example, a certain account will generally reach its peak flow at the 15th minute, so the venue control must remind the main player order around this time point to produce high-density transaction data.

If it is a welfare product that does not lose money, then place as many orders as possible. The higher the conversion rate, the better. However, you can adopt a step-by-step pace of placing orders to create a sense of scarcity of the product.

In addition, before the peak of the push, if the time is too long (more than 10 minutes), then you can also give small benefits in the first 5 minutes. Don't let there be no transactions for too long.

Third, start streaming as soon as the show starts, suppress general traffic, and improve traffic quality (start the operation in the first step)

Explain why we need to suppress general traffic?

Because if the traffic is too large, the platform's requirements for your assessment indicators will also increase, and general traffic itself is difficult to convert, and large volume will affect interactive data and e-commerce data. Sometimes it’s better not to have too much traffic.

When you start broadcasting, you can use Sui Xin Tui or Qian Chuan Tou Liu, both short videos and direct investment are fine, and you can invest in deep conversion goals such as business points and orders, so that paid traffic can suppress general traffic.

Moreover, with paid traffic, the interaction and e-commerce data of the entire live broadcast (such as the click-through rate of products. If the crowd is too general, the click-through rate may be low and cannot reflect whether the welfare model selection is effective) will be more referenceable and more conducive to our subsequent optimization.

Fourth, not all high-speed traffic needs to be connected!

The high-speed traffic is allocated by the system to the live broadcast room to label the platform users, so it must be a relatively broad traffic. What we need to screen out are the target users of the live broadcast room. The users I want are two types: one is the users who can place an order to purchase the welfare items; the other is the potential users who are interested in your next hot products and profit items.

Therefore, when using welfare products to connect to high-speed traffic, the focus should be on highlighting the value of the product rather than simply attracting it with price.

To sum up, the most important thing is the connection between the selection of welfare products and the regular-priced hot-selling products. It is not only about the connection in price, but also about whether the aesthetics and quality are consistent. The anchor should do a good job of rhythm control and optimize the product selection. The difficulty of the anchor's control will be reduced a lot, and he will be able to do it after practicing a few more games.