Many friends asked us how we achieve conversions for products with high average order value. We have tested and run three conversion models in total: training camp conversion, telemarketing conversion, and live broadcast conversion. Today, I would like to share with you how to sell high-priced ToB products through live broadcast.

This article is 3183 words long and is divided into three parts:

• How to accumulate traffic before live streaming
• How to achieve fission + conversion in live broadcast
• How to follow up sales after live broadcast

1. How to accumulate traffic before live streaming

Unlike the pan-entertainment content of ToC, the demand for live broadcast content of ToB is more "utilitarian" (it can solve a certain problem of users, so they will watch it)

For example, our users need to understand the latest operation methods or knowledge; so we hold a live broadcast on the theme of "Review of this month's hot operation cases" every month to attract users to make appointments to watch the live broadcast.

In addition, we have also held live broadcasts with various themes such as "618 Group Buying" and "Anniversary Celebration". We found that "the essence is to package a gimmick, draw the user's attention to you, and then convert the group buying through the atmosphere of the live broadcast."

This is the same principle as why businesses like to create festivals: to give customers a reason to pay, or to give them an atmosphere where they feel it is a good deal to place an order at this moment.

I have previously shared how we built a ToB private domain traffic pool: public account fission → personal account operation → community stickiness building → centralized platform drainage; continuously accumulate seed users.

In daily operations, users are categorized and labeled according to their purchase intention. Information about live broadcast events is sent to "high-intent users" in private messages, and they are directly invited to the event group to wait for the live broadcast (because every action you ask users to take will consume their trust value, and the highest priority for high-intent users is conversion).

Broader user channels such as WeChat Moments and public accounts directly promote "fission activities", combined with the "wave-style sales" routine to warm up for 2-3 days and attract more potential users to come in (personal tests show that "wave-style publicity with plots" can increase the number of registrations by 3-5 times compared to "pure hard advertising publicity activities")

There are three common ways to play before live broadcast fission: 1 yuan unlock, task treasure, group fission

The 1 yuan unlocking method is as shown in the figure: pay 1 yuan to listen to the live broadcast (screen more interested users), invite x friends to pay 1 yuan to listen to the live broadcast and get different tiered prizes.

If this gameplay wants to attract more users, if it is a ToB group, it depends on the degree of rigid demand for the content selection (like how to make Douyin before the New Year/how to make Video Account now) and the prizes should be "detailed" (for example, we give away industry books instead of daily necessities needed by the general public, which is easy to attract freeloaders). If you are a ToC crowd, it depends on what kind of gifts/coupons you can get for the 1 yuan you pay, etc.

Everyone is familiar with how to play Mission Bao, so I won’t explain the process here; because Mission Bao allows you to receive prizes by forwarding it and bringing x friends to follow it, which is very easy to attract those who want to get free stuff. If we want to attract as accurate users as possible, the product selection must be very "vertical and non-standard": for example, we give away industry books, but it is useless even if people who are not in this industry receive them. In the K12 industry, we give away real test papers to attract parents, and in the mother-and-child group, we give away baby toys.

The fission effect of ordinary WeChat groups is getting worse and worse. We use "Enterprise WeChat Group" for fission through micro-innovation: first, users will feel fresh with the "group logo", "Enterprise WeChat robot", and "Enterprise WeChat group's native posters are endorsed by the Enterprise WeChat logo".

Using the free live code of Zero One Fission + the built-in functions of Enterprise WeChat: user deduplication, automatic advertising kick-out, automatic group welcome message, and automatic keyword reply functions, it is a free automatic group fission activity (the group fission tools on the market cost several thousand yuan).

But no matter which fission method is used, the registered users will be retained in the group instead of going directly to the live broadcast room to make an appointment, because the service notification opening rate of the live broadcast applet is too low; users will be notified in the group to watch the live broadcast on time. In addition, after the live broadcast is over, a secondary follow-up sales chain can be made in the group.

Many people who do fission activities will also face the problem of insufficient cold start traffic. Our common solution is mutual promotion: there will be many companies upstream and downstream of the industry that have similar user profiles to ours, but whose business models are non-competitive.

For example, during the 618 event, we teamed up with Xingyao, which is engaged in task treasure, GrowingIO, which is engaged in data analysis, Zhuge io, Fanke, which is engaged in shopping malls, Baojuice, which is engaged in group fission, etc. to give away physical books of popular case studies to attract traffic and gather users to participate in the 618 live group buying tools, because everyone’s users are small and medium-sized enterprises, but their products are not competing products.

2. How to achieve fission + conversion in live broadcast

The fission gameplay in live broadcast is subject to the live broadcast platform and the gameplay is relatively fixed: generally it is "Kandian Live" or "Aiguang", there are invitation rankings (different prizes are given to the 1st to 10th number of friends invited), sharing is required to participate in the lottery/sharing is required to get coupons, etc.; if you use "Xinghao Live", there is a built-in distribution gameplay (invite friends to watch the live broadcast, and you can get commissions when they place an order).

If you want more diverse fission methods such as red envelope fission and assistance unlocking, you can develop your own mini program + free mini program live broadcast plug-in; because live broadcast has a stronger sense of interactivity, users are more likely to trust the anchor, and they will be more willing to help the anchor share the live broadcast.

For products with relatively high average order value, it is difficult for users to make payment decisions on the spot. Especially for ToB products, the user (operator) and payer (boss/finance) are most likely not the same person.

Therefore, we will put a 99 yuan deposit link on the live broadcast room: insert the promotion in the live broadcast, and users who are interested in the product/service can lock in exclusive discounts/gifts by paying the deposit on the spot, and pay the balance within x days. If the purchase cannot be carried out later, the deposit can be refunded unconditionally.

There is a little trick to increase the payment rate: prepare an extra prize for the friend invitation ranking list and draw it in the live broadcast room, usually every 10-15 minutes, from small prizes to big prizes. The bigger the prize, the greater the improvement in the user retention rate. The lottery method is: shout slogans in the comment area, and the anchor takes a screenshot to win the prize (some anchors even ask users to forward it before the lottery, otherwise the winning will not count).

For example: everyone sends "I also want to use Zero-One Fission" in the live broadcast room, and I shout 54321 to take a screenshot. OK, congratulations to the above winning user xxx for winning the "1-year VIP of Zero-One Fission"; friends who didn't win the prize don't need to be discouraged, I have prepared exclusive discounts for everyone, just click on the link now and pay a deposit of 99 yuan, you can get xx discount/xx gift, I'll count 321 to click the link!

In psychology, there is a "self-suggestion" effect: when you keep copying and sending "I also want to use zero-one fission" in the comment area, or see so many people in the comment area spamming "I also want to use zero-one fission", you will subtly complete the "self-suggestion that you want to use zero-one fission", increasing the impulsive desire to pay the deposit.

At the same time, in conjunction with the "discount limit": only the first xx users who place an order can enjoy the benefits; once a user places an order, the staff will simultaneously write the name on the whiteboard prepared in advance, thereby creating a sense of urgency to further increase the user payment rate.

3. How to follow up sales after live broadcast

During the live broadcast, we should continue to guide the users who have been generated by fission to take screenshots and join the group; after the live broadcast, we should directly start the deposit chain in the group to let people who have not participated in the live broadcast know the discount information, and at the same time use the water army to lead the rhythm to stimulate the herd effect of users.

Before, as a user, I felt that the chat and screen refresh in the group affected the user experience, but when I actually planned the event myself, I found that after a day of chat in the group, the number of follow-up orders was almost the same as the number of orders sold in the live broadcast room.

At the same time, we will promptly convert users who have "paid a deposit" into users who have "paid the full amount". We will manually make these transaction information into good news and send them to various groups at the same time to create an atmosphere of very hot sales and stimulate users' desire to place orders.

After we did more than a dozen live video broadcasts, we found that the completion rate (watching the entire thing) was very low (less than 10%). Just think about it, you will know that it is unlikely that users will not check WeChat messages for an hour, so the user bounce rate is very high, which leads to a low payment rate.

So we tried an "old" way of playing: "language + picture live broadcast" directly in the group and robot broadcast to multiple groups, and found that the payment conversion rate was actually higher than "video live broadcast". Even in the group after the live broadcast ended: @the whole group sent "Live Broadcast Content Shorthand" (it took about a few hours to organize the verbatim transcript), those who missed the live broadcast could make up for it, and a group purchase link was embedded at the end of the article, which doubled the deposit sales!

My personal understanding is that compared with the short-term and quick decision-making of C-end users and the need for more comprehensive information support from B-end users, ToB purchasing decision makers are generally elite groups, and their reading and learning habits prefer text carriers. However, it is definitely a trend to turn "vertically segmented professional content" into short videos, because "video" is the form of information that the brain can receive most easily and happily.

After posting the "live broadcast transcript", the "wave-style" publicity and promotion activities will continue in the circle of friends and the promotion will end soon, and the countdown to disbanding the group will also begin (generally the group will be disbanded 24 hours after the end of the live broadcast, and the longest time should not exceed 48 hours).

Many people are reluctant to disband the group, thinking that they can leave an advertising platform for themselves, but the reality is that the opening rate of advertising groups is negligible. The "group" is just a "place" for promotion and you leave after use. The key is to add new users to personal account operations.

We found that by using the countdown for “disbanding the group” and the countdown for the end of the early morning activity in the circle of friends, we can stimulate users’ “loss aversion” psychology and increase deposit sales by another 20%-30%.

The live broadcast practice over the past few months has polished this interconnected "live broadcast fission + conversion" operation system with a multiplier effect. We have also turned our operational methods into SaaS, hahaha: "deposit inflation" fission method.

Users pay a deposit – they can share their support with friends, and the more people who support them, the less the balance they have to pay (the deposit/support reduction amount is customizable) – if the balance is not paid within the specified time, the deposit will be automatically returned to the original account (we had to transfer the money manually before).

When a user in the group places an order, the robot will automatically broadcast the "good news" in the group (we used to have to manually export and Photoshop the orders), and the "limit and time limit" anchor on the payment button will increase the payment rate.

Author: Jian Feng

Source: Operational In-depth Selection (YYjingxuan365)