Tips for improving livestreams 1.0
01/10/2023
Live Traffic Key Factors
🌟🌟Important factors affecting livestream GMV
- The process of users moving from watching a livestream to making a purchase can be divided into the following stages:
- Typical process of a user making a purchase from a livestream: The user sees the livestream as they scroll on TikTok and are attracted by the content, so they tap to open it. They interact with the creator and listen to them talk about the product. If they like the product, they click to view the product description. After deciding they want to buy the product and accepting the price in the livestream, they place an order with the seller. After receiving the product, the user is satisfied with their purchase and confirms the payment on the platform. The seller will receive their payment following settlement.
- To help sellers better assess their ability to generate GMV in livestreams and locate any issues, we have divided the main factors affecting livestream GMV into the following stages:
- Live duration = number of livestreams multiplied by duration of each livestream: Live duration affects livestream impressions. The longer the duration, the more users will see the livestream.
- Join rate (impression to click conversion rate) = the number of people who click to open a livestream divided by the livestream impression rate: When impressions are similar, the higher the open rate, the more people who see the livestream and the greater the basis for converting users into orders.
- Average view time: A long average view time proves a livestream has quality and engaging content and has a positive impact on the traffic brought to it. This means it then gets recommended to even more users. The longer a user views a livestream, the more they'll hear the creator talk about the benefits and features of the product, increasing the click to order rate.
- Product click-through rate (CTR) = number of product clicks divided by product impressions: The higher the click-through rate, the higher the traffic conversion.
- Product click to order rate (C_O) = number of orders for the product divided by the number of product clicks: The higher the click to order rate, the more orders placed.
- To find out how these indicators impact LIVE traffic, you can refer to LIVE Recommendation Logic to learn how the recommendation works.
LIVE Recommendation Logic
From the perspective of the viewers
From the perspective of the sellers
a. Avoid violations in a LIVE
A LIVE room with violations is less likely to be recommended to viewers.
- 🌟🌟 How to avoid traffic drops due to violations
- Avoiding violations of platform regulations in livestream content, the creator's introduction, the livestream overlay image, and product selection, is an important prerequisite for guaranteeing livestream traffic. Click the link below to learn more about the platform’s content policies: https://seller-id.tokopedia.com/university/essay?knowledge_id=10008418&from=policy&role=1&identity=1
More product clicks and orders generated in a LIVE room may help to increase traffic
c. Provide high quality content to attract viewers and interact with them more.
Improve interaction indicators such as like rate, follow rate, comment rate and share rate.
d. Improve the shopping experience metrics of the shop and products
Try to reduce the Negative Product Review Rate of products in a LIVE room and reduce your Seller Fault Cancellation Rate, Late Dispatch Rate and so on.
*Sellers who do well in each stage of the process will be able to increase their livestream GMV. But how do you know when a seller is doing well at each stage, and how do you make improvements at each stage?
*Refer to the next article to know more about how to locate issues with livestreams and how to make improvemen
ts *Tips for improving livestreams 1.0 *🌟🌟Improve live duration *What is live duration？ *Live duration is the average duration of a livestream multiplied by the total number of livestreams, so there are 2 ways to affect live duration: One is to improve the duration of a single livestream, and the other is to improve the number of livestreams per week. *You can view the live duration of similar creators in Live Diagnosis and try to reach a similar average duration. *Why do you need to improve live duratio
？ *Live duration is the basis for audiences to find your livestream. The longer the live duration, the more impressions your livestream will get. So when the base conversion efficiency of viewers remains the same, improving impressions of your livestream will bring more viewers to i
t. *🌟🌟How to increase your join rate: * What is the join rate? *When a user scrolls across a livestream in their feed and finds the content interesting, they will choose to tap to open it. When this happens, the rate of users joining the livestream will increase. In contrast, if the user doesn't find the content particularly engaging and scrolls past, the livestream's join rate will fall. *The join rate is a starting point for users to spend money in the livestream.
*Join rate (impressions – view conversion rate) = *the number of people who click to open a livestream divided by the livestream impressions rate*When a livestream's impression rate remains stable, increasing its join rate can quickly increase the number of views per livestrea
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How do you get users to join a livestream?
*Good content is the basis for enticing users to click to open a livestream. What kind of content is good content?
*Basic standards:
*Audiovisual quality:
*Fluency: Fluid and stable visuals with no lagging, noise, or issues with audio and visuals being out of sync.
*Clarity: HD audiovisuals, good sound and picture quality, no overexposure, and no issues with being too dark, loud or quiet.
*Diligence and right timing: Pay attention to the duration and frequency of livestreams to increase exposure.
*Live duration: A longer duration gives followers and users a greater chance of scrolling across your livestream.
*Live frequency: Having a set time and duration for livestreams can help users to get into the habit of watching your livestreams regularly.
*Guidelines: Livestream content must follow the guidelines and not feature behaviour that is prohibited by the platform.
*Advanced standards:
*The host, visuals, and ambience of the livestream should be aesthetically pleasing and engaging.
*The livestream should reflect the real production environment of the product, for example agricultural products.
*Use of creative visuals, for example imitating trending influencers or a talk show forma
t
* Different ways to increase your join rate
*Event guide
* Holding events helps users to quickly find out about a shop's discounts and entices them into livestreams:
*Platform events: Ramadan promotion
*Holiday events: Halloween, Christmas, Spring Festival
*Shop events: Anniversary sale, shop clearance
*Event elements: Event theme + event scenario + event staff
*For example: If the theme of the event is a shop clearance, it could be held in a warehouse. The staff who appear on screen could be the host, the manager, and the packing staff.
*Livestream optimisation factors: Visual effects + sound effects
*Optimise visual effects:
*Optimise the livestream title using the theme of the event + a benefit, so users can quickly understand what's going on in the livestream and can see what they have to gain.
*Livestream background: Arrange the livestream's background according to the theme of the event. For example, put up a Christmas tree at Christmas time.
*A convincing host: Creators should dress and act in a way that fits the product and the theme of the event. For example, dressing up as Santa Claus to fit in with a Christmas event or having a doctor talk about skincare products.*
*Sound effects:
*Background music: During an event, you can choose songs that are more cheerful and up tempo or that fit the theme of the event.
*Host speech: Livestream hosts who are trying to make sales should speak at a faster pace to increase the tempo and sense of urgency and create more emotional ups and downs. Repeating the name of the event and the benefits also strengthens user awareness of the benefits of the event.*
*Product appeal
*Making products appealing and competitive will attract users to join a livestream.
*Core ideas + product demonstration + people on camera
*Core ideas:
*Attractiveness: Using clothing as an example, you could try out makeup to highlight the look of the clothing and attract users to join.
*Scarcity: Using jewelry as an example, every piece of jewelry may be unique. In other more standard industries, product scarcity can be created by controlling stock.
*Practicality: During the summer, for example, users will be more interested in finding products to help them cool down, whereas at Christmas time, Christmas-themed products will be more appealing.
*Functionality: A product's functions meet a user's demand. For example, hair loss shampoo will appeal to those looking to prevent hair loss.
*Product demonstration:
*Good visuals: Being able to directly demonstrate a product's advantages, allowing users to easily understand how the product looks and works. For example, a creator could show themselves wearing clothing. For smaller products such as a cup or a bracelet, they could zoom in to show it.
*Bad visuals: Some products need to be demonstrated by the creator for the user to be able to understand their effects. For example, makeup, where the host may need to use a lipstick to demonstrate it. For these kinds of products, the ingredients could also be read out to users.
*People on camera:
*They should display the product's characteristics as much as possible to make the product information clearer. For example: Mosquito repellent products are difficult to demonstrate clearly in a livestream, so the creator could dress up to help users understand the product information more quickly.
*Brand reputation
*Products that are competitive and have strong brand visibility give users a better sense of trust and attract them to join a livestream. This method is best suited to flagship shops and brand agents.
*Brand logo + sales setting + people on camera
*Brand logo:
*Brand logo, brand colors, slogan, iconic product
*Sales setting:
*With counter sales, shop sales, factory sales, and show sales, brands often have offline counters, so choosing a counter setting can increase the sense of trust users have.
*People on camera:
*Livestream creator, manager, sales associate, celebrity, and so on.
*Match your audience's interests
*You can use fun activities, such as talk shows and concerts, to meet user demand for entertainment and attract them to join the livestream.
*Audience interests + background setting + people on camera
*Audience interests
*Finding audience interests: You can discover your audience's content preferences through shop sales. You can also use market search term analysis to analyse top search terms in your sales area and find out what your target users' recent interests are.
*Background setting
*Select the livestream setting based on audience interests, such as genuine produce, assembly line production, a dance studio, or a beauty salon.
*People on camera
*Livestream creator, manager, assistant, assembly line worker, celebrity, and so o
n
.* 🌟🌟How to increase view tim
e
* Why should you increase your view times?
*If you join a livestream that's generating a lot of traffic, it should have a high number of viewers, right?
*If users leave quickly after joining a livestream, then they won't have stayed long enough to hear the creator talk about the product's benefits, making it difficult for the livestream to generate sales.
*Similarly, if users leave a livestream quickly, it means the livestream won't actually have that many viewers. This means that what the creator is saying and doing won't reach many users, affecting the creator's enthusiasm.
*After traffic joins a livestream, that traffic can only be converted into sales by creating effective and widespread retention. Therefore, reducing the loss rate of users is the key to increasing livestream retention.
*Sellers will often pay more attention to buyer traffic, short videos, and recommended traffic to increase the amount of traffic joining their livestreams, while overlooking user retention. This means that incoming traffic inevitably ends up getting lost. Therefore, reducing user loss is the key to increasing user retention. Enabling more users to stay means they are more likely to interact and be converted
. *Tips for improving retention *User expectation management is the key to improving user retention. *In livestreams where the creator is talking about a product, only users with a clear aim to make a purchase will stay in the livestream for a long time. Users with unclear purchase intentions are difficult to retain. *In livestreams where an influencer is talking about a product, users will wonder if that means there will be a bigger discount in the livestream. Therefore, they will browse the shopping basket or stop and listen to the influencer, extending their viewing time. *How to manage user expectations: *Beauty expectations: Beautiful products, visually pleasing background, enjoyable shopping experience. *Excitement expectations: Impress users with unique and novel content ideas. *Authenticity expectations: Use products, workshops, and production processes to build a sense of trust with users. *Value expectations: Explaning the cost-effectiveness of a product allows users to be able to quickly gain information and gives them a better understanding of the product. *Use products to attract users to stay and meet their expectations for beauty, excitement, and authenticity: *Scenario introduction + user pain points + user experience + comparison
* Use events to attract users to stay and meet their expectations for value:
*Content grabber + event spee
Content grabber | Event speech |
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* 🌟🌟How to increase your interaction ra
te * 1. Why should you increase your interaction rate? *For sellers: *Interaction can increase user retention *Interaction increases the click-through rate *Interaction has a positive effect on GMV and livestream traffic *For users: *Interaction can increase user understanding of a product *Interaction can give users a deeper sense of trust *Creator interaction can satisfy users in ways other than making a purchas
e* In summary, interaction can be valuable for both sellers and user
s. * 2. How do you increase your interaction rate? *Users can interact with a livestream in 4 ways: *Like *Comment *Share *Follow *Out of these, comments and follows are the key interactions that sellers should pay attention to. *How to increase interactions: *Altruistic patter: Tap into the user's psychology or give them a sense of security. *How: Product benefits or selling points + direct to follow or comment *Introduce the product's benefits. For example, introduce the technology used, what its advantages are, and how much the product costs in this livestream compared to other livestreams. Describe how a lot of your followers have told you what products they want, so you've chosen this product specially. However, there's only limited stock, so they need to hurry up. *Direct to follow or comment. For example, viewers who want a red one comment "red", and those who want a green one comment "green". If they like the product and enjoy the livestream, they can click the follow button in the upper-left corner, so they don't miss the next livestream. *Target audience: Tap into the group thinking of a target group and identify their characteristics, pain points and common ground. *How: Target user or group's characteristics and pain points + direct to follow or comment *For example: "Are there any girls in here who aren't confident with their figure? If so, comment here or follow me and I'll send you a bundle of goodies. Are there any girls here who like carbs but are afraid of putting on weight? We've got some healthy carbs, so comment below if you're interested and we'll get the stock in." *Emotional resonance: Tap into a user's emotions to create an emotional connection with the creator. *How: Sympathetic scenes or views that resonate + direct to follow or comment *Scenes or views that resonate. For example: "Thanks to our followers for their support and keeping us company. We want to get even better products to share with you. Our followers know we've been in the industry for many years, continuously making products and broadcasting authentic livestreams." *Direct to follow or comment. For example, viewers who want a red one comment "red", and those who want a green one comment "green". If they like the product and enjoy the livestream, they can click the follow button in the upper-left corner, so they don't miss the next livestream. *🌟🌟How to increase your conversion rate *Why should you increase your conversion rate? *A high GPM is the key to user purchase conversion. *What is GPM? GPM = product click-through rate (CTR) * product click to order rate (C_O) * average order value (AOV) * 1,000 (giving the revenue brought in for every 1,000 views) *A high CTR and C_O can attract more organic traffic to a livestream. *What is a good conversion rate? *Compare your conversion rate with your own past performance to see whether it has dropped or not. *Compare your conversion rate with the average rate among top sellers in your industry to see how you compare. *Where can I start to increase my conversion rate? *Creator's speech and appearance *Product attributes and construction *Create marketing campaigns *How do you increase your conversion rate? *Creator's speech and appearance *Creator's speech: High-conversion livestream = understand process + understand expression + understand explanation *ASBC single-product speech method (A = appeal, S= sales, B = benefit, C = customer): *A: Introduce the product with interactive questions or rhetorical questions, for example, "How many people watching want a refurbished item?" "Link 7 is the most cost-effective item we'll be showing today. Do you know why?" *S: Sales endorsement, for example, "This product is one of the top XX selling products. Why is it always such a best-seller?" Cons first, pros later, for example, "No. 7 may not be the best looking, but it suits people of all ages." Compare products, for example, "I know you're all curious to know the difference between No. 7 and No. 8, and I can tell you that No. 7 is the best value for money you'll get today." *B: Tell users the real benefits of the livestream and highlight any limited stock or limited time only offers. For example: "Everyone who buys No. 7 will get a free laundry bag worth XX. Follow to get a coupon valid for a limited time." *C: Highlight groups of viewers and compare products. For example: "Those who weigh between XX–XX should take link 7 because it has the advantage of XX over No. 8." *Improve your speech and expression: *Ask questions, interact, introduce the brand, introduce products, have a promotional framework. *Make your speech fun to get users to stay and interact. *Go in different directions according to the rhythm of traffic. *Speak with intonation and rhythm to help users grasp your point. *Demonstrate ordering: When introducing a product, use another phone to show the user how to click the little yellow shopping basket and proceed with a purchase.
**Product attributes and construction
*Basic product attributes: Including title + main image + product details page
*Unearth user pain points:
*Use profile analysis on your store's viewers and customers to get to know their content interests, video preferences, purchasing power, gender, and age range.
*Use market analysis of search terms to get to know which industry topics and products users are interested in.
*Livestream testing: Test different products, prices, functions and selling points in daily livestreams to find out what users are interested in.
*Benefits + selling points + top sellers are displayed on the product info page:
*Optimise product titles: Add industry buzzwords and product feature words to help attract more users who are interested in the features or product. Industry buzzwords and words about features users care about can be found at Data Compass > Market Analysis > Keyword Analysis, where you can find market search terms that are currently popular with users and those that are skyrocketing.
*Product main image: Displays brand name + product features/selling points + price benefits, such as 3-for-1, get for $99, and buy 1 get 1 free.
*Product details page: Displays a detailed breakdown of the product's features and characteristics, shows how to use the product, and dispels any doubts.
*Ranking logic
*Same category: Livestreams keep to the same category and line up related products behind the trending product.
*Price linking: Gradually increase or decrease the price between products (the price of products in a single livestream should go from low to high or high to low) to help increase the average order value. Sellers with few products can create different combinations of products and make recommendations alongside trending products.
*Avoid repetition: Avoid selling the same product multiple times. For example, if you put 2–3 lipsticks in the same livestream, consumers will hesitate over which one to buy. Avoid selling multiple products with the same features, as it makes it more difficult for consumers to choose. Putting 2–3 products in the same link will increase the amount of decision-making for consumers, so keep things simple.
*Grouping logic
*Single SKU and multiple items: Suitable for sellers with fewer products. Promote an SKU by adopting a strategy of putting multiple items on the single SKU for a trending product.
*Select trending products, make multiple combinations, and increase the price and gift discounts while increasing the quantity.
*Carry out different tests across several livestreams and filter out the product combinations with the highest click-through rates and conversion rates.
*Use a combination strategy to recommend different product combinations to different groups of people. Taking face masks as an example, you could recommend a 20-piece bundle to new customers and a 50-piece bundle to existing customers.
*Multi-SKU combinations: Sellers with more products can use a multi-SKU strategy to increase GPM.
*SKU filtering logic: 2–5 trending products with high brand recognition.
*SKU combinations: Product combinations need to be consistent, such as a jacket, top and trousers, or foundation and powder.
*SKU combination pricing: The average unit price of a multi-item combination should be 2–3 times the price of trending products in the daily livestream. You should increase the price and gift discounts while increasing the quantity.
*Carry out different tests across several livestreams and filter out the product combos with the highest click-through rates and conversion rates.
*Rank order: Explain it as trending product + combo product.
*Create marketing campaigns
*Create appealing marketing campaigns: Marketing campaigns naturally generate promotional marketing and increase users' desire to place orders.
*Keep up with industry marketing campaigns: 618 promotions, 99 promotions, official support for participation in industry events, limited-time offers on major trending products, and increasing free gift perks all increase the average order price.
*Brand marketing campaigns: Take part in industry-specific events.
*Create your own brand festival day: Follower-exclusive day, members day, anniversary, special event day, or new in day. Every 3–7 days is a good rhythm for changing up the event.
*Make good use of marketing tools to plan events and increase orders: Combine with psychology to create scarcity and increase user conversion.
*Limited-time pricing: A flash sale, where the product price will be reduced for a limited time only before it goes back to its original price, to incentivise users to make a quick purchase.
*Limited stock: The seller drops the price by XX but only has XX items in stock, so customers need to be quick to not miss out.
*Limited giveaway: The first XX users who make a purchase will get a gift worth XX, so place your order as soon as possible. Announce the number of orders to raise a sense of urgency.
*Create scenarios for marketing events: Decorative backgrounds and materials help users to quickly understand the theme and benefits of the livestream. For example, highlight the theme of the event in the copy, background, and stickers, so users can discover the benefits that the event can bring them at a glanc