For those who are new to operations or have just started live streaming, it is inevitable that they will encounter various professional terms in the process of live streaming operations . Sometimes they are confused when reading professional operation books and articles. Today, let us interpret the more important professional terms in the process of live streaming operations.

A live broadcast can last several hours and include multiple links. It starts with the pre-live warm-up stage, which attracts fans to interact in the live broadcast room through traffic diversion. During the live broadcast, product discounts, welfare broadcasts and other means are used to promote fans to place orders and form conversions. Finally, after the live broadcast, the overall live broadcast data and performance are reviewed and reviewed.

Taking Douyin live streaming as an example, if you want to plan a successful live streaming, you have to continuously optimize and adjust the five links of preheating, traffic generation, interaction, conversion and review, solve the problems that may exist in each node in a targeted manner, and perfectly connect the five links.

(Data source: Feigua Data)

From the perspective of data operations, different live broadcast stages have their own specific data indicators. When optimizing the live broadcast effect, these data indicators will guide our optimization direction and strategy. As technical means continue to improve, live broadcast operations become more refined, and the data dimensions related to live broadcast sales are becoming more and more complicated. However, during the live broadcast operation process, people will still focus on observing and measuring some specific data indicators.

PART 1 : Drainage

Live traffic :

That is, people who enter the live broadcast room to watch the live broadcast during the live broadcast. Traffic is the foundation of live streaming . Everything in the live streaming room, including fan interaction and order conversion, is based on the premise that there are people watching.

Generally speaking, for a live broadcast room with stable operation, in the period before the live broadcast starts, a large number of viewers will flock to the room due to preheating, live broadcast recommendations and other reasons, and the real-time traffic will quickly reach a peak in a short period of time. As time goes by, if there is no stimulation from live broadcast operations and supplementary external traffic, the real-time traffic in the live broadcast room will gradually decrease.

(Data source: Feigua Investment, the above data has been authorized by the customer and has been anonymized)

Therefore, for live broadcast operations, the first and foremost task is to monitor the real-time traffic in the live broadcast room at the minute level during the live broadcast, so as to adjust the live broadcast rhythm and maximize the use of live broadcast traffic.

Organic traffic :

If we divide the live broadcast room traffic from the perspective of traffic sources, it can be divided into natural traffic and paid traffic.

Natural traffic refers to traffic represented by fan traffic, video recommendations, live broadcast recommendations, etc., which is obtained through active attention from fans and active push to platform users based on the algorithm system of the Douyin backend. The biggest feature of natural traffic is that it does not require additional payment, and it can gain continuous attention from new fans through daily long-term operations, thereby prompting the algorithm system to increase the recommendation of live broadcast traffic.

(Data source: Feigua Investment, the above data has been authorized by the customer and has been anonymized)

Paid traffic :

As the name suggests, it means live streaming traffic that requires additional payment. It is essentially a paid promotion product based on the live broadcast room. The products are becoming more and more abundant based on different payment settlement methods, display forms, etc. Currently, the paid promotion products for Douyin platform’s live broadcast room mainly include bidding advertising, DOU+ delivery, brand advertising, etc.

As a product for promoting live broadcast rooms, paid traffic has become a common way for major anchors and brands to attract traffic during live broadcasts. Its biggest feature is that it can dynamically adjust the intensity of current paid traffic in real time according to traffic feedback and rhythm arrangements during live broadcasts, which is very flexible.

PART 2 Interactive

Number of viewers :

The number of live broadcast viewers and the number of viewers are two related concepts. Usually, the number of viewers is slightly higher than the number of viewers. For example, if a fan enters the anchor's live broadcast room three times in different time periods, it does not mean that three people have been there. The number of viewers will increase by three times, but the number of viewers will only be counted as one.

(Data source: Feigua Data)

Comment interaction rate :

That is, the number of comments in the live broadcast room / the number of viewers . The interaction rate can measure the interaction in the live broadcast room. In addition to comments, you can also refer to the specific performance of likes, reposts, and rewards in the live broadcast room. The higher the interaction rate, the better the atmosphere in the live broadcast room, and the more conducive it is for the anchor to guide conversions.

Conversion rate :

That is , the number of new fans/number of viewers of the live broadcast . For most anchors, when a new user enters the live broadcast room, there is usually a long conversion cycle. The act of purchasing itself is an important decision, and live streaming is a process that requires constant building of trust. A new user enters the live streaming room, becomes interested, becomes a fan, and finally makes a purchase. Therefore, the fan conversion rate is a very important indicator of whether a live streaming room is doing well.

Average length of stay :

That is, the average length of time each user stays in the live broadcast room . The average dwell time directly reflects the ability of a live broadcast room to retain customers and is one of the key indicators of live broadcast operations. The longer the user stays, the more interested the user is in the anchor or product, and the more likely they are to buy.

In addition, the longer the user stays, the greater the weight of the live broadcast room will be, and the higher the chance of being recommended by the live broadcast square.

PART 3 Transformation

Average order value :

That is, total sales in the live broadcast room/total sales . The average order value of goods in the live broadcast room is closely related to the price of the goods. Generally speaking, the prices of goods in successful live broadcast rooms tend to be polarized, with low-priced goods being responsible for attracting traffic and contributing to the main sales volume, while high-priced goods being responsible for profits and contributing to the main sales volume.

(Data source: Feigua Data)

Taking the Beibeitu 11.04 fan live broadcast as an example, there were 36 items with a unit price of less than 100 yuan. Although the cumulative total sales were only 11 million yuan, accounting for less than 9% of the total sales, the total sales volume reached 244,000 pieces, accounting for more than 77% of the total sales. There were 10 items with a unit price of over 1,000 yuan. Although the total sales volume was less than 16,000 units, they contributed more than 76% of the sales volume, reaching 98 million yuan.

(Data source: Feigua Data)

GMV :

That is, Gross Merchandise Volume, the total transaction amount in the live broadcast room. One of the core indicators for measuring the effectiveness of live streaming sales.

(Data source: Feigua Data)

Organic traffic conversion rate :

That is, the number of orders generated through natural traffic / the number of natural traffic views . The natural traffic conversion rate eliminates the impact of paid traffic and only evaluates the conversions generated by the natural traffic of the live broadcast room, which can best reflect the "hard power" of the live broadcast room.

Product click rate :

That is, the number of people who click on the product/the number of people who are exposed to the product . When the live broadcast room maintains a long-term and stable live broadcast rhythm, the click-through conversion rate of most products will remain at a relatively stable level. According to Feigua Smart Investment data, the normal click-through rate of live broadcast products fluctuates between 5% and 20%, and the specific numerical performance will vary depending on the product category, real-time traffic in the live broadcast room, and user portrait.

In terms of the click-through rate of live-streamed products, optimization can be carried out in terms of the host’s explanation and introduction, the order of listing, and fan interaction, so as to maximize fan interest and generate clicks.

Product conversion rate :

That is, the number of people who made transactions for the product / the number of people who clicked on the product . According to Feigua Smart Investment data, the normal click-through rate of live broadcast products fluctuates between 5% and 20%. In terms of the conversion rate of live broadcast products, you can combine the gameplay of the event, welfare and preferential forms, and then add the anchor's guidance to increase the conversion rate and create the feeling that you will miss out if you don't buy from this live broadcast.

Product recommendation index :

“How can we distinguish the hot and lucky items in the live broadcast room based on the audience’s preferences?”

“I don’t know when is the best time to return the product?”

"Are you still hesitating when the welfare and hot-selling anchors are introduced?"

(Data source: Feigua Investment, the above data has been authorized by the customer and has been anonymized)

Author: Feigua Zhitou

Source: Feigua Investment