How to improve the conversion rate of live streaming sales?

Now everyone is talking about live streaming selling goods . Live streaming selling goods has gone beyond the circle. During the 618 period, hundreds of celebrities lowered their status and joined the live streaming selling goods army. The trend of live streaming selling goods is getting more and more intense.

The feeling is that there is a lot of money to be made here. As long as you are involved in live streaming, whether you sell equipment, teach courses, do live streaming, or provide products, you can make a fortune.

As a merchant providing products, I also joined the live streaming sales trend. After some operations, I found that ideals are full, but reality is very skinny. Dozens of orders were completed in one live broadcast, which is far from the myth of tens of thousands of orders and over 100 million yuan in sales.

Why are the results so different when doing the same live streaming to sell goods? The answer is that the details were not done well. Surprise no, I didn't expect the answer to be so simple.

The greatest value of operations is to optimize every link in the work and improve the conversion rate of products, such as download conversion rate, payment conversion rate, repurchase rate, etc. The effect of live streaming with goods belongs to the paid conversion rate, which also falls within the scope of our operators' work.

Next, from an operational perspective, I will analyze for you the entire process of live streaming sales and how to increase the conversion rate of live streaming sales by 300% through human optimization.

When a layman sees live streaming selling products, he thinks that they just need to throw the product to the anchor, tell him the selling points of the product, prepare the goods, and then wait for the product to be broadcast, and the sales will soar. In fact, there are too many things to pay attention to.

The entire process of live streaming sales roughly includes: host’s oral narration, product exposure, link up, product homepage browsing, detail page browsing, ordering, receipt and positive reviews. At this point, the whole process is complete.

Narrated by the host:

When almost every boss enters the live streaming e-commerce market, their first reaction is to find a well-known anchor. It seems that if they find the right anchor, sales will take off. It is true that the anchor has a high weight in the entire live streaming sales process, but it is not as high as imagined. According to my calculation, finding the right anchor can only ensure 50% of the effect, and the remaining 50% is determined by other links.

Whether the product is well-known, whether the price is advantageous, whether the tone of the anchor matches that of the product, and whether the anchor's fan base and the product are closely aligned, each issue affects the effect of bringing goods.

Take our product as an example, an unknown snack with no obvious highlights. When I went to find the anchors, any anchor with a little temper ignored me. The product was unknown, and the anchor's eloquence would not have much effect.

It's just like the widely circulated proverb in operations: if a top-level operations team is asked to make a third-rate product, the result will be at best a second-rate product. If the product is not good, everything else is in vain.

Later, we developed a snack product with high appearance and high cost performance. We also tried it with the anchors who had rejected me before. Their responses were all "let's try it". This is indeed an era where appearance matters.

When we communicate with the anchor about the selling points of the product, we must dig out the unique selling points, because this is the only thing the anchor can show during the live broadcast. If the host doesn't mention the selling points of the product, he will have nothing to say. It's like chatting about daily life, saying this product is good, I like it, everyone come and buy it! Only a ghost would buy it.

If the selling points are communicated clearly, such as snacks containing multiple nutrients, improving immunity, aiding sleep, and even protecting against UV rays, users will be impressed by the selling points and will naturally place an order.

Remember, it is crucial to communicate with the anchor before the live broadcast, so that the anchor can have an in-depth understanding of the product, and preferably have in-depth usage, so that during the live broadcast, the anchor will not suddenly see the product and have awkward conversations. Why do people think highly of Liu Yidao? Because he is dedicated to his work and uses every product before recommending it. An unprofessional anchor won’t go far.

Product exposure:

Product exposure means that the host displays the product in front of the camera. One disadvantage of live streaming compared to TV shopping is that the visual range is narrow. On the palm-sized screen, the host's body takes up half of the screen, so the space left for product display is actually very small.

When people watch the anchor recommend snacks, they will deliberately hold the snacks in front of the camera and give a close-up, which is also a sales technique.

Our snacks are biscuits, which are placed upside down. Such products are at a disadvantage during live broadcasts. When lying down, the front of the biscuit will become blurred in front of the camera, because the focus is on the host's face, and everything else will be blurred.

Fortunately, the colors of our biscuits are dark, which can form a visual hammer. Even if you can't see the logo, as long as you see the red, blue and white, you will know that it is our product.

In the future, to solve the problem of blurred front of the product, we will provide something similar to a mobile phone stand, so that the products can stand side by side on it, just like a window display, clearly exposing the products. This way, live streaming will be valuable. Even if there is no conversion, at least there is brand exposure.

Previous link:

There are two ways to post links. One is to post the link after introducing the product, which is seen in anchors with a large number of fans. One way is to post all the product links first, and then tell the user which link the product is when speaking.

I prefer the second option, because while users are listening to the host's explanation, they will browse all the products in the event when they are bored. If the link is posted in advance, assuming that 1 million users browse the shopping cart, there will be 1 million exposures even without the explanation, which is very cost-effective.

Product home page browsing:

This refers to Douyin live broadcast. We found a Douyin expert with millions of fans, and the live broadcast effect is really hard to describe. Later, when we reviewed the situation, based on the principle of self-examination three times a day, we first looked for problems in our own products.

Douyin live streaming is different from Taobao live streaming. When you click to purchase, you will first enter the homepage image, and then click again to enter the details page. If these homepage pictures are not attractive, users will exit decisively and will not give you the opportunity to display the details page. Those homepage pictures of ours, ahem, are a bit too playful.

Later, based on the global big data analysis and combined with the MVP super user feedback system, we used the S2C2B2C hyperlink business model. In one sentence, we asked the artist to remake a good-looking homepage image and put it up. What's more, during the next live broadcast, the conversion rate more than doubled. It is true that every link needs to be optimized.

Browse the details page:

Before I started live streaming to sell products, I always believed that as long as the host got the point across, product sales would be no problem. But after I actually tried it out, I discovered that this new model of live streaming to sell products is actually the same old way of advertising. The host is essentially just a human advertising space.

The purpose of an ad space is to attract traffic. The anchor uses sweet words to attract users to the product details page. At this time, users find that your product has zero transactions? Only a few comments? If it is not a product known to everyone, how can you expect conversions with such a details page?

Don’t just look at Li Jiaqi and Viya, who can sell out any new product they promote. There are only a few such top anchors that can be counted on one’s fingers. If a product wants to expand its scale through live streaming, it still relies on a large number of mid-level anchors.

The appeal of mid-level anchors is not that strong, so in order to improve the conversion rate, we must work hard on every aspect such as product details. Merchants want to be hands-off bosses, do nothing and make money without doing anything. Sorry, most anchors think the same way. Cut the leeks when you can, what is life like?

at last:

If live streaming sales are not effective, don’t rush to pass on the blame. Think about what you did not do well first. There are too many factors that affect the effectiveness of selling goods, including the time period of the live broadcast. We had a live broadcast at 8 o'clock on Tuesday morning. It was unexpected, right? Because we had no experience in live broadcasts at the beginning, but later we moved it to the weekend evening. The number of online people increased several times, and the transaction volume also increased several times.

It is true that details determine success or failure.

Author: Tiger Talks Operations

Source: Tiger Talk Operations