How to sell goods through live streaming on Douyin?
Live streaming sales on Douyin is one of the hottest topics. Nowadays, major internet celebrities have begun to dabble in live streaming sales on Douyin . This method allows customers to feel the quality and details of the products more intuitively, and therefore it is sought after by many online shopping enthusiasts. So how should live streaming sales on Douyin be done? How should we analyze the live broadcast room data after the live broadcast ends? Selling goods through live streaming on Douyin is not just about selling the goods when the live broadcast starts and then the live broadcast ends. What is more important is to review the data analysis of the Douyin live broadcast room. So what Douyin live broadcast data need to be analyzed?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 Smart 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. (Data source: Feigua Investment, the above data has been authorized by the customer and has been anonymized)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 Investment, the above data has been authorized by the customer and has been anonymized)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. (Data source: Feigua Investment, the above data has been authorized by the customer and has been anonymized)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. (Data source: Feigua Investment, the above data has been authorized by the customer and has been anonymized)Product click exposure rateExposure rate means display, that is, when someone searches for a keyword, your product appears on the page he browses, which counts as display +1. If someone is interested and clicks on it, it counts as click +1 or traffic +1, which best demonstrates the audience's love for the products in your live broadcast room. In terms of the click-through exposure 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. (Data source: Feigua Investment, the above data has been authorized by the customer and has been anonymized)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. (Data source: Feigua Investment, the above data has been authorized by the customer and has been anonymized)Product click conversion rate :That is, the number of people who made transactions for the product / the number of people who clicked on the product . The normal click-through rate of live broadcast products fluctuates between 5% and 20%. Regarding the click-through conversion rate of live broadcast products, you can use activities and welfare discounts to appropriately hold back orders in the live broadcast room and boost the GMV of the live broadcast room. (Data source: Feigua Investment, the above data has been authorized by the customer and has been anonymized)Product recommendation index :“How can we distinguish the hot and popular 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?” “I am still hesitant when the anchor introduces the popular and popular items?” (Data source: Feigua Smart Investment, the above data has been authorized by the customer and has been anonymized) Many anchors often fail to control the rhythm of product returns and explanations and recommendations in a timely manner during live broadcasts, and are prone to fall into problems such as those mentioned above. FeiGua Smart Investment Return Product Recommendation Index makes a comprehensive assessment of live broadcast products based on the popularity, sales volume, and price of the products in the live broadcast room, finds the most reasonable solution, and helps operations decide which product is most suitable for return and when it is most suitable for return. |
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