A live broadcast review system worth 100,000 yuan!

What should I do if the live broadcast room has insufficient traffic ?

Many people say that the traffic in the live broadcast room is not good right away. Strictly speaking, traffic problems can be divided into three categories: 1. Few UVs; 2. Low exposure click-through rate (CTR); 3. Low maximum number of online users (PCU) or average number of online users (ACU). Therefore, in fact, traffic involves 3 problems, not just 1, as shown in the figure.

Question 1:

What to do if UV is low? At present, there are three sources of traffic for Douyin live broadcast room: 1. Public domain traffic; 2. Paid traffic; 3. Private domain traffic... As shown in the figure, we will break them down one by one.

Question 2:

What to do if there is little public domain traffic? To manage public domain traffic well, grasp these four points: 1. Check whether the live broadcast room is set up properly? 2. Check whether the live broadcast is completed completely? 3. Check whether the content of the live broadcast room meets the standards? The content does not meet the standards and cannot penetrate the threshold to obtain more natural traffic; 4. Is there any traffic-generating video in the live broadcast room? If you do these 4 points well, the UV will naturally come out well. When reviewing the game, we can troubleshoot and correct the errors ourselves according to the "diagnostic problems" below, and solve them one by one, and UV will definitely improve.

Question 3:

What to do if paid traffic is low? To do paid traffic well, grasp these 4 points: 1. Have you correctly placed Qianchuan or Suixintui? 2. If the traffic consumption is too slow, you should consider whether it is restricted; 3. Account ratings (including word-of-mouth scores, merchant experience scores, logistics experience scores, etc.) below 4.5 will limit promotion; 4. For the traffic entering the live broadcast room through videos, you need to consider the line-in rate of the drainage video (that is, the proportion of people entering the live broadcast room through videos). If it is too low, you need to adjust it. The general practice is to make 5-10 drainage materials to measure the data. The specific investigation is as follows:

Question 4:

What to do if there is little private domain traffic? Private domain traffic is related to the following two points: 1. Is the account setup complete? (For example, unclear account positioning and inconsistent content will lead to widespread followers and affect the quality of streaming); 2. Is the live broadcast notice in place? (The trailer is not in place, fans are unaware of the broadcast, and there is no private traffic coming in) See the picture below for specific issues.

Question 5:

What to do if CTR is low? In the absence of promotion and short video traffic generation, the main problem with low CTR is that the visual quality of the live broadcast room is poor, and users have no desire to click when they swipe past the room. If during the live broadcast, there is paid promotion or short video traffic generation, and the CTR is low, the main thing to check is: Is the promotion target audience accurate? The short video call rate is high or low. The UV problem has been solved, but the CTR is low. Please refer to the following figure to troubleshoot and solve them one by one.

Question 6:

What to do if PCU or ACU is low? The core problem of low PCU or ACU is that the content of the live broadcast room is not attractive and the traffic acceptance capacity is poor, that is, there is a problem with the "people, goods, and place" in the live broadcast room. Regarding the problems of people, goods and place, please refer to Lao Kuang's previous article. The specific "diagnostic problem" is checked according to the table below.

What should I do if the fan data in the live broadcast room does not perform well?

To be honest, newbies in live streaming don’t need to pay attention to this section at all (except for veterans), and the focus should be on those with more than 10,000 true fans. After the beginning of 2022, Douyin added a new "loyal fan data" module and is slowly helping merchants build their own private domain systems, so this year we must pay special attention to the overall data operation and maintenance of fans. The fan data mainly checks: the GMV ratio of new fans and old fans.

Question 1:

What to do if the GMV ratio of new fans is low? New fans have no knowledge of the live broadcast room and no basis for trust, so to solve this problem, just solve the problem of new fans placing orders for the first time. Please do four things well: 1. Pay attention and guide; 2. Help the broadcaster to teach how to place orders; 3. Attract new fans with low prices; 4. Benefits for new fans; Please check and solve the problems according to the table below.

Question 2:

What should I do if the GMV ratio of old fans is low? The so-called old fans refer to fans who have made purchases in the live broadcast room. The transaction behavior of old fans can directly stabilize the conversion density of the live broadcast room and solve four problems. The problem of low GMV proportion of old fans is easily solved: 1. Product praise rate; 2. Product repurchase rate; 3. Fan stickiness; 4. Fan education. Please troubleshoot and solve the problem according to the following table.

What should I do if the transaction conversion rate in the live broadcast room is not good?

Anyone who has been doing live streaming for more than 6 months and is still persisting will not ask this kind of question, "The traffic has increased, but what should I do if the conversion rate is low?" Since most of you here are novices, let me explain in detail. The low conversion rate is nothing more than two problems: 1. Low product click-through rate; 2. Low product payment rate... See below for specific ways to troubleshoot and solve them.

Question 1:

What should I do if the product click-through rate is low? If the click-through rate of products is low, solve 6 problems: 1. Provide guidance to the anchor; 2. Ask the assistants to teach the order frequently; 3. Design stickers for guidance; 4. When the anchor makes an offer, explain the product in time and grasp the opportunity. Don't forget; 5. If the product is not attractive enough, you can find a way to make a package and match it with multiple products. The general practice is to bundle hot-selling products with slow-selling products, or to use big brands; 6. Whether the first picture of the product link is clear and beautiful will also directly affect the click-through rate... Check and solve it according to the table below.