First, live broadcast: scene experience+professional explanation+real emotional interaction
Scene experience: from the operation of the whole live broadcast room, including the initial topic selection, the arrangement of live broadcast content, and even the control of time, the details to the fluency of the process, lighting experience, product display efficiency, preferential activities, etc. It is necessary to strictly subdivide the works in place to give the audience an orderly impression experience.
Professional Interpretation: Interpretation is the primary task of the anchor. The professional level of the anchor and his familiarity with the product greatly affect the conversion rate of the live broadcast room. Of course, it's not just the task of the anchor. An excellent auxiliary cooperation is often the icing on the cake (Li Jiaqi and his assistant).
Real emotional interaction: whether online celebrities are stars or not, the traffic-based delivery model is inseparable from the popularity of fans. In a certain direction, there are audiences who consume rationally with preferential strength, and naturally there are groups who consume impulsively with idols first, not to mention that the main consumer groups are women. From the emotional level, no matter which one needs "real interaction" to make the live broadcast room more harmonious, which also encourages the viral spread. "OMG" and "buy" in Li Jiaqi
Second, the goods: the goods are not right? Shop around?
Recently, the hottest speculation is nothing more than "people+goods+fields". How to link these three modules has become the research focus of businesses and enterprises. And "commodity" as the central axis is also the focus, and the sales volume of opened commodities is the ultimate appearance of the whole live broadcast with goods.
Is the goods wrong? This involves the choice of live broadcast products, and the choice of products has gradually begun to develop into a technical activity. Only by doing a good job in anchor positioning and understanding fan portraits can we better choose products suitable for consumer groups.
Shop around? Since the terminal purpose of carrying goods is consumption, the cost performance of products and the strength of preferential discounts are naturally inevitable factors. On the premise of ensuring the quality, the preferential strength will directly affect the sales of goods, which is also one of the factors closest to the conversion rate.
The improvement of conversion rate is the embodiment of all-round work, and it can't be recovered quickly with the efforts of a certain aspect. Therefore, improving the conversion rate is how to operate the whole live broadcast process. Above.
Key data indicators can be compared through the data analysis platform, and the data fluctuation is obvious and intuitive. Finding out the optimization direction can better improve the conversion rate of live broadcast.
Zhigua Data-Taobao Live Data Analysis Service Platform
Example: Zhigua Data -Viya Real-time Conversion Details Page