Is the click-through rate of products in Douyin’s live broadcast room low? Share 5 tips!

If a live broadcast is likened to the process of building a house, then the early product selection is equivalent to the foundation-laying stage. It is a very important link that directly determines whether the house can be presented perfectly as expected in the end. There are many factors that influence the selection of products for live broadcasts: the product’s historical performance, the degree of match with the anchor, the degree of match with fan attributes, etc.

Some live broadcast rooms directly select some hot-selling products in the market, but the hot-selling products in the market are not necessarily the hot-selling products in this live broadcast, because the composition and attributes of the real-time traffic of the live broadcast room audience are different, which also leads to changes in fans' demand for products.

The two most important indicators for measuring the success of product selection are the click-through rate and conversion rate of products in the live broadcast room. Next, we will take stock of the performance of different types of products in the live broadcast room from the perspective of clicks and conversions:

Click-through rate: number of people who click on a product / number of people who are exposed to the product

Conversion rate: number of people who bought a product/number of people who clicked on the product

1. Normal click conversion

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 the data, the normal click-through rate of live broadcast products is between 5%-20% , and the conversion rate fluctuates between 5%-20% . The specific numerical performance will vary depending on the product category, real-time traffic of the live broadcast room, and user portrait.

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

2. High click, high conversion category

If a live broadcast wants to be successful, a traffic-generating product is essential. The biggest feature of traffic-generating products is that the average order value is relatively low and the user's purchasing decision path is short.

According to Feigua Investment data, the click-through rate and conversion rate of traffic-generating products are usually higher than 20% when they are first put on the shelves. Products that are fan welfare in nature often have high clicks and high conversions. Therefore, it is suitable to put "double-high" products on the shelves based on real-time traffic during live broadcasts in order to achieve the goals of increasing fan interaction and igniting the atmosphere of the live broadcast room.

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

3. High click, low conversion

In live broadcasts, in addition to the "double-high" products such as normal conversion products and traffic-generating products, there is also a "one high and one low" situation that makes the anchor love and hate it.

One situation is that the click-through rate of a product is high but the conversion rate is very low. Many people will click on the product in the live broadcast room, but not many people will actually place an order to purchase it. This type of product has a certain market presence and even has the potential to become a small hit, but at the same time, due to reasons such as high average order value, users ultimately give up placing an order after clicking on the product to learn more about it.

For example, for a bottle of hard-to-find Moutai liquor, consumers frantically snapped it up on major e-commerce channels, and even paid a higher price immediately after grabbing it, instantly making tens of thousands of yuan a month from their side job. During live broadcasts, this type of product can be optimized from the perspectives of price discounts, limited sales, and order benefits, sending a "once-in-a-lifetime" signal to fans, stimulating them to click to learn more and ultimately place an order.

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

4. Low click, high conversion

Another situation of "one high and one low" is that the click-through rate of the product is low but the conversion rate is particularly high. The number of people who click on the product in the live broadcast room is limited, but the proportion of actual orders after clicking is very high.

Representative products of this type include gold, jade, luxury bags, etc. with medium unit prices. The main reason for this situation is that there are not many viewers in the live broadcast room who are interested in the product, and the proportion of people willing to click on the product to learn more about it is relatively low. However, once the product is clicked, the purpose of clicking to place an order is strong, resulting in a phenomenon of low clicks and high conversions.

In this case, you should pay attention to defining the target audience of the product during live broadcast. You can combine FEED direct delivery, DOU+ and other delivery tools to develop detailed delivery plans and accurately locate the target audience.

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

5. Low clicks and low conversions

The most worrying situation during live streaming is that the products listed have almost no clicks, let alone user order conversions. At this point it is often not just a matter of product selection. In addition to whether the product itself matches the fan attributes, we should also pay attention to real-time feedback such as the real-time traffic of the live broadcast room, user barrage comments, and pay attention to making real-time adjustments to the live broadcast products based on fan feedback.

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

Summarize

A live broadcast often lasts for several hours, with dozens or even hundreds of products put on the shelves. The above five types of situations may occur, which requires the live broadcast team to strictly control the product selection process in the early stage of the live broadcast. We give you some suggestions on the idea of ​​selecting products for live broadcast:

1. Dynamically adjust the live broadcast rhythm according to the real-time click-through rate and conversion rate of the products in the live broadcast room

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.

In terms of the conversion rate of live broadcast products, you can combine the gameplay of the event with the form of welfare and discounts, and then use the host’s guidance to increase the conversion rate, creating a feeling that you will miss out if you don’t buy something during this live broadcast, just like the 300 million Weather Pills sold some time ago. The well-known products and benefits make people want to buy them.

2. Product selection by self-broadcast merchants: adjust product selection based on product structure, market demand, and live broadcast review

For self-broadcasting merchants, since their product structure is relatively simple and the span of product categories is small, there are many subdivided products and rich style choices. The main promoted items in the live broadcast room at each stage can be adjusted and updated regularly according to its own product structure, market demand, etc. In addition, we will make fine adjustments to product listing prices, rhythm, etc. based on the feedback from each live broadcast data. Such merchants can refer to brands such as Bosideng and Semir.

3. MCN anchor selection: pay attention to the attributes and needs of fans in the live broadcast room, as well as live broadcast feedback

For MCN anchors, the range of product choices is even wider. The key is to select products based on the attributes of your fans, such as age distribution, gender distribution, regional distribution, etc. Specific reference information includes annual reports on regional online shopping consumption and annual reports released by major e-commerce live streaming platforms.

There are thousands of products to choose from for live streaming, and the core of welfare and traffic-generating products is to maximize the use of live streaming traffic and strive to create "double high" products with high click-through rate and high conversion rate.