Methods to improve short video traffic conversion rate!

It is undeniable that Douyin videos have become an important form of content dissemination in the Internet field, and have even become a new outlet for the Internet industry and the entire entrepreneurial circle.

With the attention from within the industry, various companies and individuals have joined the entrepreneurial wave of Douyin video in order to get a piece of the "cake". However, although the "cake" is delicious, it is not an easy thing to get it.

Many people are confused about why they have traffic but the conversion efficiency is very low? I have a lot of exposure on Douyin, why is the traffic effect so low? The realization is very low? Today we will look at how to use short videos to convert traffic and improve our own traffic conversion.

1. Traffic knowledge

Let’s first take e-commerce as an example to talk about basic traffic.

1. Basic sales volume

The so-called economic base determines the superstructure. In Taobao, the foundation of the product will affect the later conversion of the product, which is closely related to the overall turnover of the store. Winning at the starting line will give the product a leading advantage.

Many sellers do not consider whether the product can bring healthy development when they are doing basic sales, so they choose the following brainless methods:

Send links, Weitao, Taobao passwords, Taobao customers, in various groups, forums, Tieba, Baidu SEO, and even find friends;

This method is tiring and has little effect.

"Whether it can bring about healthy development" is the core of basic sales, and the key lies in accumulating the weight of keywords:

I suggest integrating your friends, classmates, relatives, and even the resources around them to see how much you can mobilize; and then plan the subsequent growth of the product.

There are several criteria that need to be met here:

When buyers search for a certain keyword, see your product, click on it, or even collect or add it to cart, this keyword will generate a certain "popularity weight".

When the buyer submits the order and pays using a certain keyword. It will generate "sales weight" for your keyword.

When your buyer places an order, confirms receipt and gives a five-star rating, the relevant "service weight" will be generated.

If the account has never purchased similar products, it is mandatory to mark it. Refer to Business Advisor for keyword search, and if you can’t find the keyword, extend the attributes.

2. The problem between traffic and conversion rate

Question 1

New product listings are often flooded with traffic, but sellers simply fail to convert those visitors into paying customers. To try and fix this, many sellers spend a lot of money on paid advertising, thinking that if they increase traffic then they will increase sales, which of course they are correct. But soon after, the seller found that the conversion rate was still low, which eventually led to stagnation of the store.

Question 2

Some sellers have great conversion rates but low traffic on their listings. In this case, some sellers simply don’t try to fix the problem and just grasp at straws, hoping that traffic will miraculously improve one day, but this rarely happens unless your product is too popular. In this case, some sellers will raise product prices to make more profits and continue to operate their stores.

A top-notch conversion rate not only means that your products will generate more sales from your current traffic levels, but it will also increase your store's influence in search and media over time. This creates a flywheel of more exposure, more traffic, more sales, more customer reviews, more brand awareness and even higher conversion rates. That’s why conversion rate optimization must be a priority for all sellers.

3. Why do we need to do conversion analysis?

For a product, how to better convert users is the key factor in whether users can stay and create value.

For operations, it is necessary to find target users widely and even select some paid channels (as shown below) for delivery in order to obtain better results. Here we need to evaluate and measure the effectiveness of the channel in bringing in volume. We need to know not only the quantity but also the quality. Otherwise, the question will arise as to why there is a daily increase in users but the benefits are still poor.

The quality of users coming from different channels is different, which will also affect their conversion within the product. At this time, the product manager has to think about it. In addition, he also has to think about how to enable users to better use my products and better improve product conversion. There are many practical problems here, such as:

Why is it that the number of product users still cannot be increased even though operations are redirecting traffic every day?

How to make product conversion (service/product purchase) better?

How is the effect of this new feature?

Which of the two product solutions is better?

Therefore, the conversion effect is closely related to every operation and product manager. Many of the things we do are ultimately aimed at achieving better product conversions. However, conversion is not a one-step process, and optimization of each link may bring better results.

2. How to improve conversion rate

Improving conversion rate requires the participation of all employees. Executives, middle-level managers, and grassroots managers in the company must master the corresponding methods. We can jointly discuss how to improve conversion rate and achieve business growth through three levels.

Seize the opportunity, understand the way, and improve the skills.

These six words come from the Tao Te Ching written by Lao Tzu and were named by Mr. Li Ka-shing as the motto of Cheung Kong Graduate School of Business:

Seizing the opportunity + understanding the path = strategy

Skill = Organizational Ability

Business success = strategy * organizational ability = (taking advantage of opportunities + understanding the way) * good techniques

2.1 Methodology for improving conversion rate: Taking advantage of the situation

"Momentum" is often invisible, but it determines the direction; "taking advantage of momentum" is about going with the flow, and going with the flow will achieve twice the result with half the effort. In other words, what Lei Jun said is to become a pig on the wind; the fish pond theory, opportunity well theory, and PMF in the following methodology help us "take advantage of the situation."

(1) Fishpond Theory

Market size is one of the most important indicators that determine the size of a company. Many investment institutions only invest in companies with a market size of more than 100 billion yuan. So how do you choose a target market that suits you?

Market opportunities can generally be divided into the following three categories:

Everyone can see it and everyone can reach it

For example: food recipe websites, pet owner social networking websites, event gathering websites, etc. The threshold for such opportunities is low and the competition is fierce.

Everyone can see it, but most people can’t reach it.

For example: sending rockets to Mars, drugs to cure cancer, autonomous driving, etc. These opportunities have high barriers to entry and require sufficient preparation.

Basically, people can't see it, and can't reach it.

For example: nursing robots, visual search engines, lifelong batteries, etc. These opportunities are relatively long-term, most people cannot see them, and they are currently difficult to achieve.

The arrival of any opportunity will inevitably go through four stages: "can't see", "look down on", "can't understand", and "too late".

Therefore, when choosing a target market, "invisible" and "despised" opportunities are easier to enter, and other people "cannot understand" the process of accumulation. After the accumulation is completed, it is "too late" for everyone.

(2) PMF analysis model

How to measure whether your product has found PMF?

"The life cycle of a startup can be divided into two parts: before finding product-market fit, and after finding product-market fit" - Marc Anderson. Product-market fit (PMF) refers to whether your product has sufficient value, but this is not determined by you. The key lies in whether it is recognized by the market and customers.

Determine through questions or questionnaires:

Would you recommend our products to your friends?

How disappointed would you be if you could no longer use this product?

How many users are leaving your product, and how fast?

Judging by user data standards, user-level product standards:

Use more than 3 days per week

New daily active users (DAU) exceeded 100

30% of new users retained on the next day

Reach 100,000 users

SaaS Product Standards:

5% paid conversion rate

LTV/CAC>3, that is, user lifetime value/user acquisition cost>3

Monthly churn rate <2%

Monthly sales volume reaches 100,000

Payback time for user acquisition costs < 12 months

2.2 Methodology for improving conversion rate: Mingdao

Take advantage of the situation and be realistic, understand the truth and seek the truth, and only by combining the realistic and the virtual can you get things done. Tao means rules. Those who understand the way determine the ideas and seek the path. User decision-making models, behavioral motivation models, and North Star indicators can help us "see the way" in the pursuit of improving conversion rates.

(3) User conversion model

The AARRR conversion funnel is highly consistent with the consumer decision-making model in marketing: customer acquisition corresponds to user needs, and we understand how users find us; activation corresponds to the process of users collecting information, during which users complete their first activation; retention corresponds to the evaluation plan, and users will stay for a good experience; revenue corresponds to the decision to purchase, and when users complete the purchase, the platform also earns revenue; after the user completes the purchase, if they have a continuous good experience, it will lead to the re-dissemination of the product

(4) North Star Indicator

① AHa moment

AHa moment is also called the moment of enlightenment. In Internet products, the AHa moment refers to the key conversion behavior that affects user retention.

These quantitative indicators cannot perfectly represent all of your users. They simply represent the majority of users. After a certain number of user behaviors, the moment when they truly realize the value of the product, some users enter the state quickly, while others enter slowly. (Just like some people are slow to warm up while others are quick to ignite), the AHa moment should be a specific, quantifiable behavior/experience that occurs relatively early in the conversion funnel.

② North Star Indicator

“North Star Metric”, also known as “OMTM”, is one metric that matters.

It is called the North Star Indicator because once this indicator is established, it will shine high in the sky like the North Star, guiding all employees of the company to move in the same direction. The North Star indicator is an output indicator and a hysteresis indicator. It can only represent one dimension of the business and is not responsible for the mutual sacrifice of other indicators.

A good North Star indicator has three properties

1. It measures the moment when customers discover the value of your product (Measure Customer Value)

2. It can represent the core strategy of the current product (Represent Product Strategy)

3. It is a leading indicator of future revenue, not a lagging indicator.

③ From AHa moment to North Star indicator

The AHa moment key conversion behavior is the input indicator of the North Star Metric. If users experience the A-HA moment, then it will definitely improve your North Star Metric. Push users to experience the A-HA moment as soon as possible and make them addicted to your product.

2.3 Methodology for Improving Conversion Rate: Optimization Technique

"Skill" is ability, which is a combination of knowledge, methods, strategies and experience. Many companies have advantages in momentum and morality, but ultimately fail at the level of skill. "Skill" is the process and strategy that can solve practical problems, and is a skill that can improve effectiveness and efficiency. Funnel analysis, micro-conversion analysis and other 6 secrets to increase conversion rate help us "optimize our skills".

(1) Fundamental analysis method

① Segment analysis

Segmentation analysis is the origin of all analysis methods. Because the information value of indicator data under a single dimension is very low, segmentation helps us solve almost all problems.

The analysis and evaluation of traffic channels also require a lot of cross-dimensional segmentation methods. For example, if we cross-analyze the quantity and quality of channels, we can find high-quality channels. The first quadrant channel has high quality and large traffic, so the channel delivery strategy and delivery intensity should continue to be maintained. The second quadrant channel has relatively high quality but relatively small traffic. We should increase the channel delivery and continue to pay attention to changes in channel quality. In the third quadrant, the channel quality is poor and the traffic is small, so we should carefully adjust and gradually optimize this channel; in the fourth quadrant, the channel quality is relatively poor, but the traffic is large, so we should analyze the channel data to make more accurate delivery and improve the channel quality.

② Comparative analysis method : Comparative analysis method is to compare two interrelated indicator data, quantitatively display and explain the relative values ​​of the research object such as scale, level, speed, etc., and discover and identify problems of the business at different stages by comparing indicators under the same dimension. Methods of comparative analysis: 1) Comparison types include absolute number comparison and relative number comparison, and the two types of data need to be combined for comparison. 2) The comparison criteria are divided into the following four categories:

• Time standard: year-on-year, quarter-on-quarter, and fixed base ratio. Through these three methods, you can analyze information such as business growth level and speed.

• Space standards: divided into three categories: comparison with similar spaces, comparison with leading spaces, and comparison with expanding spaces

• Empirical or theoretical criteria: e.g., Engel coefficient, activity level;

• Plan completion criteria: For example: KPIs.

3. Conversion rate improvement rules

Improving conversion rate is an ongoing and long-term process. At a certain stage, indicators can be improved through data analysis and optimization methods. However, after a period of time, due to various reasons such as changes in the environment and changes in user habits, some methods and measures need to be adjusted in order to maintain a high conversion rate. Therefore, we need to master the closed loop of improving conversion rate and make continuous improvements.

The process of improving conversion rate is like the process of an airplane taking off. The driving force is the user-perceived benefit (motivation) minus the perceived cost (behavior difficulty), and a good user experience (trigger mechanism) can increase the conversion rate faster. All of our analytical methods are designed to optimize this equation: improving experience and lowering barriers.

The above knowledge may be boring, but relatively speaking, it will allow you to understand and gain something. It doesn’t matter if you don’t know it. The next step is to do some simple operations and then increase traffic.

3. Short video traffic

Vision corresponds to sensory enjoyment and is an intuitive reflection of the quality of the Tik Tok video itself.

For Tik Tok videos, traffic is a natural byproduct brought about by users’ approval of its visual presentation.

As for conversion rate, it is essentially the monetization of traffic.

1. Visuals in Tik Tok videos: a stepping stone for external publicity

When a user clicks on a TikTok video, the first thing that appears in front of him is the content of the TikTok video, which is commonly referred to as visual presentation in the industry.

When new media platforms that own Tik Tok videos push Tik Tok videos to users, the cool and beautiful visual presentation can not only bring great visual impact to users, but also bring good benefits to the platform itself. This is one of the reasons why so many beautiful girls and handsome guys have become popular on Tik Tok. In this era, appearance is justice.

Therefore, visual presentation of Tik Tok videos is like a "stepping stone" for the latter in the process of external publicity.

On the one hand, in the short term, beautiful pictures can bring visual enjoyment to users and immerse them in it.

This will quickly attract users' attention in a very short period of time, especially for newly formed new media that urgently need a "cold start". Making the video more attractive is like the first battle on the battlefield, and the first battle must be won.

On the other hand, in the long run, the unique visual presentation of "style" can make your Douyin video form a unique impression in the minds of users, which will not only enhance the user's stickiness to you, but also help shape the brand personality.

Therefore, in the first step of operating the Tik Tok video business, operators must grasp the two characteristics of Tik Tok video visual presentation when optimizing the visual presentation.

(1) Simple

"Simple" means the environment is simple.

Tik Tok videos are different from movies. They do not require complicated plots or grand scenes. So when shooting the background, you should keep it simple. But simple does not mean crude. In order to present a good visual effect, the operator should arrange the environment to be rich in texture.

(2) Fast

"Fast" means the plot progresses at a fast pace.

Users who watch Tik Tok videos are generally impatient, but they hope to learn a story or a piece of knowledge in a shorter period of time. The brisk picture presentation can undoubtedly cater to the needs of users. At the same time, the fast-switching pictures themselves can give users a feeling of being dazzled and wanting more.

In order to make the visual presentation of Douyin videos more attractive, and at the same time to make Douyin videos have the two characteristics of "simple" and "fast", it is necessary to use various technical means to make the pictures of Douyin videos feel exquisite and enhance the picture texture, and to combine real scenes and virtual animation scenes to make the visual presentation more vivid.

2. Traffic to Tik Tok: A source of energy to promote its own development

The Internet industry has always emphasized that "traffic is king", which is equally important for Douyin.

On the one hand, abundant user traffic means that there are more users who follow or understand Douyin videos, which can directly increase the popularity and influence of Douyin videos.

On the other hand, sufficient traffic is also the material basis for Douyin Video to conduct advertising, content e-commerce, corporate mergers and acquisitions, and even compete with other peers.

However, as Luo Zhenyu said in a speech, the total time of Chinese people has reached saturation today, and it will be difficult to have new traffic from now on. The current situation in the field of Tik Tok video entrepreneurship also confirms this pessimistic statement:

The traffic in the TikTok video field has begun to gather more and more towards the top, and new media with in-depth and professional content has gained more preference from users. Faced with the severe situation, Douyin video operators must take more targeted measures to gain limited traffic.

Judging from the current situation, in order to obtain stable traffic, practitioners of Douyin video new media must at least do the following two things.

(1) Understand the recommendation logic behind Tik Tok videos and take targeted actions.

Generally speaking, on Tik Tok, after a video is uploaded, the platform will conduct an audit and then give an initial traffic based on your content.

It is about 20-250 people. The completion rate, like rate, comment rate, forwarding rate and other data of the initial traffic are used to calculate and determine whether to enter the subsequent traffic pool.

The four major factors that influence the ranking of popular videos on Douyin are forwarding > comment > like > completion rate;

In other words, only if the new video has a high completion rate and a high interaction rate will this video have a chance to continue to increase traffic.

If the video is popular, Douyin will put it into a larger traffic pool; if the video performs poorly in any link, it may lose the opportunity to be recommended again. Then this video is likely to be a failure.

This is why we usually see content in recommendations, some of which have an interaction rate of almost 0. That's because you are the first wave of viewers of this video.

If your video does not receive good feedback from target users after the first recommendation, then unfortunately you can only hope to make a better video next time. This is why the number of views of your videos on Tik Tok is mostly between 50-250. If 200 out of 250 users watch your video completely, then you are likely to get more traffic recommendations in the future.

If your video receives good audience feedback after the first recommendation, then your video will be recommended to more potential viewers. The mechanism is the same as the first recommendation, and the number of viewers reached this time may be approximately 1,000-5,000 people. And so on, just like throwing a stone into a calm lake, it radiates in circles to a larger area.

(2) Paying attention to our peers is our secret weapon, because our peers are our predecessors. All our money-making secrets are here with our peers.

The Internet world has always been a place where speed is everything. If you want to seize an opportunity, you must think clearly about the direction and then act without hesitation and decisively. Nowadays, the era of fighting alone is over. If you want to seize opportunities quickly, you must find peers and industry leaders to learn in depth and grow together.

Not everyone is good at producing high-quality Tik Tok video content quickly and efficiently, but almost everyone needs to quickly make themselves or their brand a “short video influencer.”

Videos of amateurs that occasionally go viral often do not bring good traffic conversions. A Douyin account with marketing purposes requires a very systematic and professional approach from topic planning to shooting and editing to final operation and promotion.

Author: Qinghao

Source: Kuoyi Culture Media