The live broadcast can’t be released?

① User conversion behavior funnel in the live broadcast room

② Optional conversion goals for live streaming

③ Case analysis: Coordinate with the live broadcast rhythm and flexibly set conversion goals

① The difference between display and viewing

First, there is a difference between showing and watching.

Many people will be lost from "display" to "view". The more precise the audience targeting and the more attractive the live broadcast content, the higher the conversion rate from "display" to "viewing" will be.

② The behaviors that users will have when watching live broadcasts

According to our general understanding, the behaviors that will occur during the live broadcast are likes, comments, and gifts. This is of course correct, but there are a few more behaviors that need to be mentioned in particular;

"Stay": Staying for more than one minute is called "staying". Staying means that the user is interested in the live broadcast room, which is also the basis of all other conversion behaviors;

「Interaction」: including likes, comments, and gift giving;

"Follow": The audience will pay attention only if they feel they can continuously gain value from the live broadcast room. And when the live broadcast room starts, fans will see the live broadcast room screen, increasing fan stickiness.

At the same time, the more fans the live broadcast room has, the faster it can cold-start. When launching a live broadcast, you can quickly assess the quality of the live broadcast room by looking at the “attention cost” (consumption/number of new fans).

"Join the fan club": This is the user behavior that I personally think is most useful for the long-term operation of the live broadcast room. It costs money to join a fan club. Users need to pay 1 Douyin coin, which is a payment behavior, and payment behavior is a "key behavior" in Internet e-commerce.

These user behaviors can reflect the popularity of the live broadcast room. The higher the popularity, the more traffic the system will receive, and the more helpful it will be for the final e-commerce orders.

③ Product-related behavior

「Shopping cart click」: The user clicks on the yellow cart (shopping cart) in the live broadcast room.

「Product click」: After entering the shared cart, the user browses the products and clicks on a specific product

「Place Order」: The button that allows users to enter a specific product and submit an order.

Among the completed orders, the conversion button that the system can track is "Submit Order" rather than successful payment.

This is easy to understand. Submitting an order is the responsibility of the e-commerce platform, and whether the payment is successful or not is the bank's business. The system does not have the authority to access the bank's backend.

These conversion behaviors of users correspond to the conversion goals of the delivery. Next, let’s take a look at the conversion goals of the live broadcast room.

I just came into contact with the conversion goals of the live broadcast room, and my first feeling was: if there is "live broadcast room orders", will anyone still choose "live broadcast room watch"? Investing in "growing orders in the live broadcast room" will definitely have a high ROI! Isn’t this equivalent to choosing “display” or “conversion” as the delivery target when investing in information flow? There is no comparison!

Later I discovered that sometimes I really had to choose shallower conversion goals such as "live broadcast room views" and "live broadcast room product button clicks".

Next, let’s look at three cases that use different conversion goals and coordinate the rhythm of live broadcast delivery.

Case ① How to choose conversion targets in a live broadcast room with only 4 viewers?

If you have watched live broadcasts, I guess what you looked at when you first entered the live broadcast room was definitely the "number of people online in the live broadcast room." If there are very few people online, users' impression of this live broadcast room will be worse.

I was "fortunate" to receive a job of placing a live broadcast in a low-viewing room, with a daily budget of 2,000 yuan and live broadcast for 8 hours a day. At first I thought this was a simple matter, “I’ll spend it right away and recharge it quickly.” Who knew that I could open 5 "order-making" plans in my account and spend less than 10 dollars in 3 hours.

I thought something was wrong, what was going on, so I entered the live broadcast room and found that there were only four people watching, including me. I watched for a full half hour, and the number of viewers never exceeded 10, and my account was almost not consumed. During this half hour, I bought two of their products and chatted with the anchor for a while. In the end, I found out that the four people were the anchor, their own brand account, the operation guy and me.

In this case, although the cost of "generating orders in the live broadcast room" is controllable, it is difficult to increase the number of online people in the live broadcast room (commonly known as on-site viewing). If no one is watching the live broadcast room, the host's condition will not be good. Even if one or two people come in, it is impossible to complete the conversion goal of generating orders. Therefore, there is no consumption in the plan corresponding to the delivery target.

Investing in "live broadcast room viewing" can quickly improve the audience's viewing experience. Compared with closing an order, the conversion link is shorter and the system can more easily find the corresponding audience. Therefore, at this time, you need to invest in the "live broadcast room" and attract some people to support the scene.

Because the budget is limited, I only matched a "live broadcast room viewing" plan, starting with a budget of 300 and then increasing the budget by 100 every hour. During the 8-hour live broadcast, the audience remained stable between 8 and 20. After cultivating the audience in the live broadcast room for a period of time, the transaction volume gradually increased.

Case ②: How to choose conversion targets for first broadcast accounts?

There is a big film, television and entertainment account with 20 million fans on Douyin. The live broadcast will be premiered from 19:30 to 22:00 on a certain day in February. There is no upper limit on the budget, and our company is responsible for the placement.

I was so excited because I love watching movies. I have been following this account for a long time and I can be considered a little fan.

Unfortunately, two digital live broadcast rooms were given to me that night, so I couldn’t take over this account and eventually gave it to other partners. However, the effect was not ideal. By 19:57, after nearly 30 minutes of running, the account had consumed 0.35. The feeling of having no budget but not being able to spend the money was really uncomfortable.

For a first broadcast account, there is no e-commerce weight, and the system has no idea what type of user will make a purchase in your live broadcast room, so the live broadcast room is still in a cold start. I immediately gave the pitcher in the live broadcast room a bad suggestion.

Case ③ How do mature live broadcast rooms choose conversion targets?

A live broadcast room with no budget limit is not necessarily the one that optimizers like. The one that optimizers like most should be the one with a mature live broadcast team, an account with a certain e-commerce weight, and stable sales performance in each broadcast.

For this kind of live broadcast room which is already very stable, you can just run it as a single plan throughout the whole process.

This is the case with the live broadcast room of a digital merchant I serve. Just follow the order plan from beginning to end. It is worry-free, the effect is stable, and the consumption can be avoided.

I hope to see the optimizers here run such a live broadcast room every day.

However, it is not a mature live broadcast room, and the plan of running orders is absolutely stable. There is a beauty client who live streams for 4 hours a day, with an average sales of 220,000 in the past 7 shows. The audience in the live broadcast room is stable at more than 2,000 people. This is indeed a mature live broadcast room, but the average order value of different products in the store varies greatly, with the lowest being 19.9 yuan and the highest being close to 200 yuan. This results in the normal bidding order plan suddenly losing the conversion of several 19.9 yuan products, which will directly lower the account ROI.

For the situation where the delivery account is unstable due to "large differences in average order value of different products", increasing the proportion of the "product click" plan can eliminate such instability (the average order value of the live broadcast room account is unstable, but the click cost is stable). It is this trick that solves the problem that customers have always been unable to understand why the ROI of all accounts is unstable. If you have similar customers, give it a try.