10 tips for selling products in live streaming!

1. Short video-live broadcast room resonance

When users enter the live broadcast room through short videos and generate data indicators of stay, interaction, and conversion, the system will consider your live broadcast room to be a high-quality one, and will reversely weight the short video. The short video will obtain more system recommended traffic, which in turn increases the traffic entering the live broadcast room through short videos. The two work together to form a resonance .

Therefore, you must produce high-quality short video trailers before live streaming. You can also slice and distribute the exciting content of the live streaming in the middle to continue to attract traffic to the live streaming room.

2. Pain point cutting + scenario introduction + product demonstration

This can serve as the host's golden formula when introducing each product, ensuring that the order conversion rate can be maximized.

- Targeting the pain points is the first step to stimulate users’ interest in purchasing. Essentially all users have unmet pain points.

-Scenario introduction is to describe how your product can solve the pain points of users, bring about wonderful usage scenarios, and bring out the selling points of the product.

-Product demonstration allows users to actually see that what you described above is true, thereby winning their trust. For example: in the clothing live broadcast room, the host can try on the clothes to show the effect, and can use close-up shots to show the product fabrics, etc.; in the beauty live broadcast room, they can try out and display color cards, etc.; in the snack live broadcast room, they can taste the snacks, etc.

For more detailed information on this point, please see the article I posted yesterday: "What does high conversion content look like?" 》

3. Building the atmosphere of the live broadcast room

Today's live broadcast rooms are like shops in a department store. The scene and atmosphere in the store will affect customers’ entry, stay and order placement.

Offline stores can be designed and decorated through the four senses (sight, hearing, smell, and touch), and online live broadcast rooms can mainly create a scene-based atmosphere through vision and hearing .

Visually, you can match the theme of this live broadcast with on-site scenery or live broadcast room patch elements to create a corresponding sense of consumption scene. For example, for an outdoor camping theme, you can use some small tents in the live broadcast room. For example, during big sales, many brands’ live broadcast rooms will have a small blackboard where the anchors will write promotional benefits on it to make users feel that it’s a good deal.

In terms of hearing, you can play some lighter background music to create a festive atmosphere. During some big promotions, the behind-the-scenes operations staff can coordinate with the host's tone to set the pace and intensify the atmosphere of the promotion where everyone is going crazy.

4. Various interactive benefits

On the one hand, users only stay in a live broadcast room for a few tens of seconds on average. On the other hand, users are no longer interested in general benefits , so some fancy interactive sessions can be set up to retain users to continue watching while also improving conversions through benefits gained through interaction.

for example:

When the number of likes in the live broadcast room exceeds several million, a wave of benefits will be distributed;

The anchor challenges a certain interesting task to gain benefits for the live broadcast room;

Set up voting interactions through the live background plug-in;

For product knowledge, set up multiple-choice question-answering interactions;

…

Another purpose of doing this is to increase the activity of the live broadcast room , thereby increasing the chances of obtaining public domain traffic. Of course, there has to be a limit to this and it can’t be too frequent. After all, the main focus should still be on product explanation and selling.

5. Live check-in calendar

In addition to measuring the number of viewers (UV), you can also measure the number of visitors (PV) in the live broadcast room to increase the return rate of each user. How to improve?

You can use a small program to preview the next live broadcast sessions in advance. It includes the theme, product selection, benefits, etc. of each session, allowing users to book their own time in advance according to their preferences. This appointment can be displayed on the calendar of the mobile phone.

In addition, what is more important is to set the benefits of checking in on the live broadcast every day, such as what you can get if you watch for 3 consecutive days, and what you can get if you watch for 7 consecutive days.

6. Product knowledge popularization classroom

This live broadcast room is particularly suitable for products that have unique selling points in terms of ingredients, materials, or technology. It can use the perspective of knowledge popularization to tell users how to choose good products, how to use the products better, etc.

This can effectively reduce users' vigilance against "salesmen" and thus cultivate a favorable impression of the anchor and brand products. You can consider fixing this segment in every live broadcast and making it like a fixed channel in the live broadcast room.

7. Exclusive live streaming rights for fans and members

Fans and members are very important and high-value groups of people for the live broadcast room and the entire store. The live broadcast room is also a very important channel to attract new members of this group of people.

For fans, you can set up fan-exclusive coupons with no threshold, or set up timed lucky bags. Only by following and becoming a fan can you have a chance to receive them. For members, there can also be member-exclusive coupons. Furthermore, you can set up member-exclusive products in the live broadcast room, such as draws for limited-edition top products. Only members are eligible to participate. If you want to have a greater chance, you can invite new members to join.

8. Designated blind box unboxing

Unboxing in the live broadcast room can add a sense of mystery and ritual to the products. If you think the products in the live broadcast room are mediocre, you can try this gameplay.

You can make a wall of blind box products, mark each one with a serial number or some special marks, and then let the users of the live broadcast room specify which one to open, just like the early live broadcast of opening clams, to enhance the viewing point and interaction.

9. Set various rankings

Taking advantage of the fact that users are easily influenced by various product lists in their shopping decisions , all products can be sorted out in the live broadcast room and various lists can be set up.

For example, some relatively affordable products are put together into the "Today's Value for Money List", the products that sell well in the live broadcast room are put together into the "Best Selling Products List", and some products with relatively high customer orders and reasons are put together into the "High Quality List", and so on.

These lists can be made into stickers and placed around the live broadcast room, or they can be made into physical KT boards and placed in the live broadcast room.

10. Hot products need to be explained in small loops

Hot-selling products usually account for a large part of the transaction volume in the live broadcast room, so it is necessary to continuously increase the explanation time for hot-selling products in the form of small cycles, so as to increase the effective live broadcast time, rather than explaining all the products in order at once. For example, every 20 minutes or so, talk about the hot-selling products again in a cycle.

Especially when you see a high number of viewers in the live broadcast room, you must ensure that the host is explaining the hot products.