How to do Taobao live broadcast well?

Many people will ask, is it too late to start Taobao live broadcast now?

In fact, whether it is the broadcaster or the merchant, now is not the time to do live broadcast. The problem is how to do it well. Some people have done it since the live broadcast, and they don't care too much about this mode of operation. Until the live broadcast broke out this year, the turnover brought by his live broadcast room was still unremarkable. Therefore, if you want to do live broadcast, you must specialize in the industry. Only by understanding the content problem, data problem and promotion problem can we continuously improve the live broadcast.

Is it reliable for small and medium-sized businesses to outsource shop live broadcast rooms to broadcasters?

The advantages of outsourcing to broadcasters are cost saving, no need to decorate themselves, no need to be familiar with various live broadcast skills, and no need to worry about the recruitment, training and management of live broadcast teams, especially for small and medium-sized shops. Don't worry that the loss of anchor will have a major impact on the data in the live broadcast room.

The only thing to prevent outsourcing is that broadcasters brush up and pay attention to superficial data. I have seen that many stores have only a few hundred or thousands of views on their own live broadcasts, but the number of views outsourced to live broadcasters has instantly increased to tens of thousands or hundreds of thousands. The abnormal growth of this kind of data is generally a brush amount, which will not increase the weight and traffic of the live broadcast room, but will reduce the weight.

For example, through the data of Zhihu, we can see that the data variable of the live broadcast room dropped from 480,000 viewers at the beginning to 1.600 people an hour and a half later, but the highest number of online users was only 258.

Knowledge melon data-analysis of live broadcast room

Through the real-time monitoring data of the live broadcast room, we can also see that it may be that the broadcaster brushed the page views in the live broadcast room, 30,000 people watched the live broadcast and brushed 6,543.8+0.35 million page views, while the real-time online number was only over 200. Therefore, when merchants choose to place goods, it is suggested that they can observe the live broadcast of the announcer.

Live broadcast key data upgrade

The key to Taobao live broadcast is data. Keep the key data well, and the data in the live broadcast room will continue to improve, especially 1-2 months before the broadcast, and the improvement will be particularly obvious. If there is a super recommendation, official activities, or the store's own explosion flow blessing, there will be a new round of promotion after 3-4 months.

Number of views: a large number of views means that there are more viewers in the live broadcast room, and there are also many potential visitors and convertible buyers. The best way is to improve the emerging weight of the live broadcast room by increasing the degree of attention, the length of stay and the amount of conversion, so that the live broadcast channel can be allocated more sense of existence; The second way is to extend the live broadcast time and increase the overall viewing volume;

Attention: Attention is reflected in increasing the number of fans in the live backstage. The high attention rate shows that the live content is attractive. After the audience pays attention, they hope to pay a return visit and guess what you like. Search and live channels are preferred. The attention rate can remind new fans to pay attention through the oral broadcast of the anchor, and can also be improved by creating a unique and differentiated live broadcast style and the humor of the anchor.

The key data of the live broadcast also include interactive comments, visitors entering the store, conversion rate and conversion amount, fan intimacy, viewing duration, and the number of people online at the same time. All these data will be presented in the form of each game, real-time, nearly 7/30 days.

Real time data rewinding

Collect the daily data of the live broadcast room to create an upward trend.

Source of data-Zhihu data:

You can view the daily, weekly, monthly, 7-day and 30-day traffic, including visitors, conversions, concerns, collections and other major data.

The data is more subdivided than the traffic source, and you can watch, interact, comment, like and other data specifically for live content.

Key data:

You don't need to analyze all the data, just pay attention to the data that can directly improve the weight of the live broadcast room. The key data we mainly focus on include:

Content title, live broadcast duration, supporting activities, attendance, attendance times, product clicks,), number of new fans, number of visitors entering the store, and conversion rate.

Analysis items:

Mainly concerned with the percentage of data, rising and falling changes. Powder increasing rate, fan return visit rate, interaction rate, comment rate, viewing rate, sharing rate, collection rate, purchase rate, paid conversion rate and UV value.

How to get more public domain traffic?

The main measures are as follows:

Enhance key data and increase the chances of presenting correct channels;

Core data include: attention, viewing duration, conversion rate and amount.

Non-core important data: old powder return visit rate, comments, likes, baby visits, collections, additional purchases.

Participate in official activities, get high-flow exposure of activity channels, and strive for activity resource rewards. Specific official activities will be discussed later. Extend the broadcast time, Tmall stores have their own right to appear, and the live broadcast room with normal weight will get the traffic allocated by the channel according to the time period. As long as there is a live broadcast, there will always be traffic and there will be no live broadcast. Standardize and optimize cover pictures and titles to improve click-through rate. High-definition live room pictures, interesting live content, get live preview and improve click-through rate. Create a live broadcast room one day in advance 16: 00 to obtain preheating flow. Release more than 3 kinds of babies one day in advance to get the tag crowd flow. Increase the live viewing volume, which will be displayed on the cover of the live broadcast. The more, the more you can attract followers to click. Increase the amount of live praise, and the amount of praise will be displayed on the cover of live broadcast. The more you like it, the more you can attract followers to click. Pay for super recommendation and get super recommendation bit traffic. Mark the live broadcast and get the traffic you like and watch on the anchor channel.

How to operate private domain traffic well?

The main measures are as follows:

Home page and product details page drainage: Home page and product details page can appear live by default, as long as "synchronize to home page and product" is set in the center console. Weibo Drainage: When the center console is set to "Synchronize to Weibo", it will automatically appear in the Weibo associated with the store. Fan Push: After the live broadcast, you can click "Fan Push" in the center console, and fans who pay attention to the live broadcast room of your store will receive live broadcast reminders. Customer service wants to drain: some customers are used to bargaining, discounts and gifts, so customer service can drain these customers to the live room to place orders and enjoy the benefits of the live room. Taobao Fans Want Want Group: After placing an order, customers will be reminded to join Want Want Group, or customer service will pull customers into Want Want Group. After the broadcast, you can use live red envelopes and lottery as an attraction to drain the customers in the group to the live broadcast room. WeChat group: In recent years, many merchants have become accustomed to letting customers scan the code and add WeChat, and also give red envelopes. After the broadcast, they can use live red envelopes and lottery as an attraction to drain the customers in the group to the live broadcast room.