Douyin e-commerce from 0 to 1: account creation, traffic, product testing, review...

Once upon a time, there was a group of people migrating. They migrated from offline to online.

Today, another very interesting phenomenon has emerged. Almost all merchants have realized one thing:

It’s time to start doing Douyin e-commerce .

Why?

With the end of the Internet dividend, we have entered the era of stock from the era of growth, and the ceiling of traffic can be seen. However, Douyin’s giant traffic pool still has 600 million daily active users. Douyin e-commerce is rising rapidly. Who wouldn’t be moved after seeing this?

Huge flow and potential. Everyone joined in. Compete with financial resources and manpower!

However, some businesses that used to do well in traditional e-commerce are now stepping into the Tik Tok space. The water was so cold, so I pulled my feet back.

Why is the water too cold and why can’t it be done well?

The biggest reason is that people don’t understand the ecology and gameplay of the New World.

So, how to do Douyin e-commerce? How to do live streaming on TikTok?

Today, I will use the limited words of an article to talk about a few key points, hoping it will give you some inspiration.

01 How to revitalize an account?

First of all, Douyin is a relatively complex data platform. If we want to revitalize an account and operate it for a long time, we must do it from a holistic level, rather than just making investments, or just setting up live broadcast rooms to hold orders, or just making videos popular.

After all, the TikTok platform is a content platform. It is impossible to do live streaming without videos, or simply rely on advertising to make money. It will be very difficult to increase your ROI, and you must get natural traffic.

So if you want your live broadcast room to be powerful enough, you must allocate your team's energy reasonably. For example, generally speaking, we will spend 50%-60% of our time and energy on the products, scheduling, and sales pitch; 20%-30% is used to make the delivery well; and 20%-30% is used to make the video well.

Videos can have a great impact on live streaming, because there are many accounts that continuously release videos, which provides a steady stream of traffic to the live streaming room. It is equivalent to investing in Qianchuan, and the popularity effect is the same.

Therefore, multi-dimensional account building is a must. Whether it is attention, square recommendation, video, search, feed/dou+, and local city, we must take into account the traffic in these six dimensions, so that our account will be stable.

So how can we quickly start a business, for example within a week, during the start-up phase?

We need to have a priority, but in fact, whether you are starting an account in K Live Square, Qianchuan, or by shooting a video, the most important prerequisite is that your data must be good enough.

The data must be good enough. If the quality is not good, it will not work no matter how hard you try. When doing e-commerce, 30% depends on operations and 70% depends on product selection.

The same applies to live streaming e-commerce. In an excellent live streaming sales event, more than 80% of the GMV is contributed by a few popular products. Learning how to create popular products is equivalent to mastering the lever to drive traffic and sales.

So how do you find your hot products quickly? We need to be prepared for two things: one is to follow other people's hot products, and the other is to test out our own hot products.

First, follow the hot-selling products, that is, look at the hot-selling models of your peers, and use them as welfare products in your live broadcast room. The price will be lower and more powerful, but at the same time, don’t forget to match and test out your own hot-selling products. Because you will find that sometimes the hot products in your competitors’ live broadcast rooms may not sell well in your live broadcast room, even if they are sold at a lower price. The reasons may be that first, your audience is different; second, your users’ preferred style is different from others’; and third, your anchor and others’ products are not well matched. This will result in no effect from following the product.

So here I will focus on explaining to you how to test your own hot products.

02 How to test hot-selling products?

Method 1: Live streaming product testing

From the perspective of the live broadcast room, how do we test this product? Every day when you finish your live broadcast, you should review the product with the highest click-through conversion rate in your live broadcast room. This product is a very useful product for your live broadcast room. However, you can’t put too many new products in the live broadcast room, because you will find that if you put too many new products on the room, people may leave, right? So you need to put a new product between two popular products and see how high the click-through rate of this new product can be.

For example, if you include new product A today and new product B tomorrow, you don’t need to talk about it in too much detail, but just see what level of click-through rate it can achieve. If the click-through rate of product A is higher than that of other new products every day, you can talk more about it appropriately.

However, there is a prerequisite for testing hot products in the live broadcast room, that is, your live broadcast room is relatively mature, with at least more than 200 people online. There are too few people and the test data is not very useful.

Method 2: Video testing

If you are a new account and want to quickly create an account and test your products for hot sales, you can use videos to test your products for hot sales.

The first step is to label the work

Your work must meet the standards of Douyin's AI intelligent review. We need to mention keywords extensively in the three areas of picture information, text information, and audio information. That is to say, our copywriting, subtitles, titles, topics, audio, and information on the screen must all comply with Douyin's review standards. Then we are going to post 10 in a row. In the early stages, we will ensure the quality of our creations and publish at least 1-2 posts every day.

Step 2: Select the benchmark

We first need to select 10 peer benchmarks. It is best if the benchmark account has less than 300,000 followers and was created within half a year, the shorter the better. If the ratio of the number of likes and fans on his videos is abnormal, then don't choose it, because some accounts are guilty of fraud and fake followers. And the video shooting quality must be inferior to yours, because fans have no reason to follow two accounts with the same content on the same track. What's more, your video quality is not as good as his. Then you definitely can't beat him if you throw it at him.

If your benchmark is not particularly accurate, you can try your upstream industry benchmark account, which does not have such high requirements for video quality.

The last step is DOU+ delivery

When we place an ad on DOU+, new accounts must initially invest in the number of followers. We first select 5 experts similar to the ones above, and then our duration is 24 hours, because the longer the time, the more accurate the run. My suggestion is to invest 200 yuan. If the data is good, you can continue to invest. If your track is relatively broad, then the fans are within 1 yuan, and this price is reasonable, and you can continue to invest. If your track is more precise and niche, then we can accept it within 2 yuan and follow up on the investment.

Another method is to publish videos in batches. Among the 10 videos that have been published, you can publish fans in groups of 5. Then invest 100 yuan for 24-hour customized age and gender. If the data is good, select the best one and then follow up on it. If you want to follow up on the investment, the fan value is still the same as above.

If the data you invest in is not good, then you need to find a new benchmark. It is possible that your benchmark is not accurate, or you need to reshoot the video.

This is a way to increase the number of followers for a new account, which is to directly invest in the number of followers. Another way is that if your work is excellent enough, you can directly like and comment on it to leverage the natural traffic pool. By using natural traffic to drive your video followers, your ROI will be higher.

03 There must be a strong private domain behind Douyin

You will find that the profits of some products in the live broadcast rooms are very low, but the investment is still very large. The ROI may just break even. In this case, why dare to continue investing? Aren’t you afraid of losing money just because you are rich?

In fact, if you want to increase the volume of Douyin, the ROI will be very low, so what are you fighting for at this time? It is a private domain. As long as there is a private domain, Qianchuan can invest as it pleases.

So how do private domains and live broadcast rooms connect? First of all, the live broadcast room and the product sold in your private domain must not be the same product. If the product sold in the private domain and the live broadcast room are the same product, they will compete with each other for volume. Therefore, we can make first-level products in the live broadcast room, such as traffic-generating courses, trial courses, and low-priced small courses. After entering the private domain, you can purchase second-level and three-section products, such as full-priced courses and high-priced courses. With this kind of contracting method, even if the conversion rate in our live broadcast room is very low, or the ROI is not even proportional, or even if I don’t make any money from my traffic-generating courses, I just do it for traffic generation. But we are not afraid of the investment, as long as the customer acquisition cost is within a reasonable range, we can accept it. The more mature your private domain is, the bolder you can be with your front-end.

If Qianchuan wants to keep it stable at 1:4/5, it means that you can't increase the volume, right? Because after you release the volume it will definitely not be at this level. It is actually very hard to do business on Douyin, so it would be really inappropriate to spend money on advertising on Douyin just to do a one-time business.

04 How to get more traffic?

If you want to get more natural referral traffic from Douyin, you need to break through the Douyin traffic pool layer by layer. Because Tik Tok’s calculation method is based on a horse racing mechanism, every live broadcast is an exam. It will give each account a certain inspection period, which is about 7 days for one cycle and one day for one cycle. The comprehensive data of this week will determine how much traffic you will get next week; your comprehensive data today will determine how much traffic you will get tomorrow; even your data in the past 15 minutes will determine the traffic 15 minutes later (this is why the first 15 minutes of the broadcast are of paramount importance, it determines the natural traffic of your live broadcast). Based on your data performance in the live broadcast room, you can determine whether your traffic pool will drop, increase, or maintain its value.

So what are the data that Tik Tok wants to see of yours? The so-called five major weights of the live broadcast room: stay, interaction, click, transaction, and increase in fans, all these data must be counted.

How to influence the five major weights of the live broadcast room? You need to have an excellent host (speech skills, status), scene, and your product. Of course, if any of your data is very good, it is possible to leverage more natural traffic, but if you do well in all of them, it will be quite stable.

As for how to match people, goods, and venues, how to arrange products, and how to design the anchor's script, these are all topics that need to be tackled when doing Douyin. Each topic is too complicated to discuss, so I won’t go into depth here. First, let everyone have some underlying logic about Douyin traffic, and then it’s a matter of methods and approaches. I will give you detailed explanations in later articles when I have the chance.

05 Review

I would also like to remind everyone here that you should never think that your work is over after the live broadcast. You must develop a habit with your team. No matter how late it is after the live broadcast, you must review the current situation.

Generally, I review the situation from two dimensions: the overall dimension and the timeline dimension.

01 Look at the overall data

That is the conversion funnel data of Douyin e-commerce compass. First, we can understand a relatively qualified data indicator (medium and low customer unit price)

Qualified data indicators:

• Exposure-entry conversion rate: people who see the live broadcast room and click to enter the room. Exposure-to-entry conversion rate > 30% (passing). >50% (good), >70% (excellent)
• Entry-Exposure Conversion Rate: people who entered the live broadcast room and saw the product. Enter-Exposure conversion rate>30% (passing),>50% (good),>70% (excellent)
• Exposure-Click Conversion Rate: seeing the product and clicking on the product link, also known as the shared yellow car click-through rate. Exposure-click conversion rate>30% (passing),>50% (good),>70% (excellent)
• Click-to-order conversion rate: the number of people who click on a product and create an order. Click-to-order conversion rate > 30% (passing), > 50% (good), > 70% (excellent)
• Order generation-transaction conversion rate: For orders created and paid, the order generation-transaction conversion rate is ＞80% (passing), ＞90% (good), ＞95% (excellent)

Analyze the reasons and how to optimize:

• No exposure/too little exposure: Check whether your account has any violations, or if the previous data is too poor, then you can make up for it through paid traffic and produce good data to get exposure in the next round.

• Exposure-to-conversion rate is low: It may be that the scene in your live broadcast room is not attractive enough, the picture quality is not clear enough, and the host is not in good enough condition. Correspondingly, we need to optimize the live broadcast scene, anchor's words and status, and pay attention to the matching of people and goods.

• Entry-exposure conversion rate is low: This may be because users leave as soon as they arrive and rarely stay. We need to improve the host's speech skills, status, affinity, and the rhythm of changing items, and talk more about hot-selling products; or your crowd label is not accurate, and you need to accurately label your crowd through users' stay, comments, attention, likes, purchases, etc., and accumulate at least 1,000 orders to accurately label your crowd; then having more pop-up screens to explain the products is also a little trick.

• Exposure-Click Conversion Rate is Low: The sales pitch is not strong enough and the product selling points and pain points need to be optimized. Optimize product titles and main images

• Low click-to-order conversion rate: The price may be too high, or the product value may not be well established. Optimize the anchor's sales pitch, detail page design, and user review management.
• Low order-to-deal conversion rate: Optimize the anchor’s sales tactics.

02 Timeline Dimension

For example:

• Traffic situation at a certain point in time: What is the traffic trend at the 5th minute, 15th minute, half an hour after the broadcast?
• Based on the traffic flow: Which product does the anchor explain based on the traffic situation of each node?
• Traffic situation of past products: When explaining this product, is the traffic increasing, remaining the same, or decreasing? How many people are online?
• Product release time: How many minutes does it take to explain each product? We pinpoint them all.
• Product arrangement situation: How is the product arrangement situation this time? What are the data of each product? Should we talk more about the good data next time?

This is actually the way you disassemble the benchmark live broadcast room. After learning how to review, it will be of great help to you in disassembling and learning other live broadcast rooms.

Finally, let’s summarize:

First, when creating a Douyin account, you must consider multiple dimensions. Creating a multi-dimensional account will make it more stable.

Second, hot products are the core of a live broadcast room. If the account is stable, test the hot products directly in the live broadcast room. Test the hot products in the new account video.

Third, when doing Douyin, you must combine private domains and formulate a product matrix strategy

Fourth, how to get more free traffic? The five major weights of the live broadcast room: stay, interaction, click, transaction, and increase in fans, are still remembered in my mind.

Fifth, reviewing is a necessary condition for every leap forward in your live broadcast.