Douyin live broadcast e-commerce data analysis needs to be carried out around the core goal of "bringing goods", which involves the three concepts of "people, goods, and venues", that is, the traffic, products and live broadcast room of Douyin live broadcast.
The combination of these three concepts is the core issue that Douyin live broadcast e-commerce needs to pay attention to, and it is also the focus of our data analysis.
1. What are the basic traffic data
First of all, we need to know that traffic, conversion and transaction are the three aspects that should be focused on in the replay analysis of live data.
After each live broadcast, we have to learn to find the reasons for the bad data from the review, and then we can improve in the next live broadcast.
The basic traffic data is mainly for the analysis of the conversion ability of new fans and the interaction rate of comments, which mainly refers to the total number of viewers, the number of new fans, the number of commenters and the number of paid people.
If you want to know the ability to convert new fans of the live broadcast room, you need to look at the proportion of new followers converted from live broadcasts. The proportion of new followers converted from live broadcasts = new fans/total number of viewers.
If you want to know the interaction status of the live broadcast room, you can see the comment interaction rate = number of commenters/total number of viewers. There is also an "average audience stay time". If the stay time is short, it is necessary to increase the attractiveness of the product or the anchor in the live broadcast room and prolong the user stay time.
2. Traffic source data analysis
If your live broadcast room has always had a lot of traffic, but the growth of fans is not good, and the conversion rate of the live broadcast room is not high, it is probably because the traffic source is not accurate.
The natural traffic sources of live broadcast traffic mainly include four channels: follow page, live broadcast square, video recommendation, and the same city.
Among them, the live broadcast plaza and video recommendation are natural traffic recommended by the system. If the content label of the drainage video is not accurate enough, it will not be easy to retain the live broadcast viewers brought in.
In addition, the accuracy of the traffic can also be judged through data such as the length of time users stay in the live broadcast room and the interaction rate. If the traffic accuracy is high, the conversion of the natural live broadcast room will be higher.
And if the proportion of natural traffic is small, it means that although there is a lot of traffic in the live broadcast room, they are not target customers and are worthless traffic groups.
3. Live product data
In fact, merchants know their products very well, but they don’t know what users tend to buy in the live broadcast room, which requires constant exploration. According to the preferences of the audience, you need to slowly sort out the hot products in your live broadcast room.
Therefore, novices must review their products in the live broadcast room every time. First, they can review the exposure and conversion of different types of products such as popular models, new models, and potential models in the live broadcast room.
(Data source: Feigua Investment, the data has been authorized by the customer and desensitized)
Then you can also analyze the exposure and conversion of popular models at different time intervals, reproduce the words and operations when the conversion is high, and adjust the live broadcast operation when the conversion is low.
For example, you can use the [Commodity Review by Time Period] function to find that the same product has a large difference in product exposure clicks and order volume data in different time periods of explanation.
(Data source: Feigua Investment, the data has been authorized by the customer and desensitized)
At this time, we can combine the live broadcast video playback to review the differences in the speaking skills, rhythm and teamwork of the two product explanations, find out the reasons for the different conversion rates, and review and summarize the speaking skills and rhythm characteristics of the high-conversion period in time. Establish exclusive operating methods and techniques for the live broadcast room, and reuse them in subsequent live broadcasts.