As the most popular marketing model at the moment, live streaming puts forward strict requirements on the control of personnel, venues and processes. In order to improve live broadcast operation and promote higher conversion, live broadcast replay is the key link.
So, how to efficiently review after the live broadcast, so as to improve the efficiency of delivery?
The third introduction to the new function of "Whale Cast" is to learn how the AI multi-dimensional review assistant can create a replicable live growth closed loop for you.
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Result-oriented, more dimensional data, well-precipitated speech skills
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Multi-dimensional review data dashboard, insight into live broadcast trends
Perfect data is the starting point for a successful review.
By providing a wealth of live broadcast replay data dashboards, Whale Cast helps operators quickly judge the popularity and conversion effects of live broadcast rooms, and conduct in-depth analysis of process factors.
The Whale Cast live replay data dashboard is divided into two parts: live data overview and single live broadcast details.
Contains the following specific indicators:
Core indicators: various core indicators such as viewing rate, attention rate, interaction rate, conversion rate, per capita viewing time, transaction amount per thousand views, etc.
Commodity data: the click rate of each commodity, the conversion rate of click transactions, the duration of the anchor's explanation and the change of traffic for each explanation.
Anchor data: various indicators such as the broadcasting time of different anchors, the transaction amount per hour, drainage, fans and conversions, etc.
Behind these "indicators" is to truly transform "numbers" into multi-dimensional "data" through algorithmic models , and provide a basis for the adjustment of live broadcast room operation strategies.
03
Live replay optimization, from these details
With the help of Whale Cast live broadcast review assistant, you don't need to manually make review daily reports and charts. You can gain insight into the live broadcast performance of each live broadcast account period through the multi-dimensional data dashboard.
Based on the GMV distribution, you can identify live broadcast rooms with excellent or abnormal performance, and then review the data trends of traffic, products, and anchors, formulate optimization strategies, and accumulate excellent experience.
1. Traffic review , positioning traffic and reasons for poor conversion
When traffic and conversions are poor, what's the problem?
The traffic funnel data situation is the key. Different indicators represent different problems in the live broadcast room. By identifying poorly performing indicators and combining influencing factors, an optimization plan can be formulated.
For example, the following three situations.
With the help of the Whale Cast live broadcast data review board, we found that the live broadcast exposure viewing rate (the number of clicks to enter the live broadcast room/the total number of live broadcast room impressions) data is low, so we can try to improve the data indicators through the following operation optimization:
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Improve the attractiveness of the live broadcast room, pay attention to the audio-visual experience, including the aesthetics of the scene, the image of the anchor and the clarity of the vocals, and the rights and interests of the event;
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Highlight the following content: product details, discounts, and user rights (full discounts, coupons, shipping insurance, etc.) in the drainage short video;
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Check whether the advertising target group overlaps with the target group of the current product.
And when we find that the product click rate ( product clicks/product exposures) data is low, we can take the following measures:
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Strengthen the visual effect of product display, optimize live broadcast speech skills, and explain product details, design, materials, etc.;
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Improve the aesthetics of the main image of the product, and focus on the product features and customer interests in the title and selling point copywriting;
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Make the price of goods more competitive.
When we find that the product transaction rate (number of product transactions/product viewing times) data is low, the optimization suggestions are as follows:
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Make the buying atmosphere in the live broadcast room (inventory reporting, time limit, etc.) more intense and tense;
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The broadcast assistant and field control fully answered the questions in the comment area to help the audience fully understand the product.
2. High-quality speech review , continue to dig out high-conversion speech content
What are the high-quality speech skills in the live broadcast? What is the dynamic causal relationship between them and the live broadcast results?
Whale Cast can help you conduct a summary analysis of the speeches of all live broadcast rooms under the brand, and check the distribution and influence ratio of the "discussion tags influence factor".
In Whale Cast, you can create two parts of "variable factors" . One is the word tags analyzed and refined by Whale Cast, such as "Building Trust-Authentic Guarantee", "Taste", "Building Trust-Logistics Guarantee", etc., as the waiting list Analyze impact factors .
The other part is the trend chart of core business indicators, such as "GMV", "Number of Exposures", "Number of Views", etc., as the target to be analyzed .
Through the Whale Cast multi-factor correlation analysis tool, you can clearly see which factors have an impact on core business indicators and the degree of impact.
For those high-relevance "impact factor" speech tags, brands can increase the frequency of their appearance and bring higher conversions to the next live broadcast.
3. Commodity review , tap potential explosive products, and realize product-efficiency integration
"Don't be afraid of not knowing the goods, but be afraid of comparing goods."
How to correctly and effectively evaluate the performance of a certain main product or new product in the live broadcast room? Scientific comparisons are key.
Drainage effect, single product click rate, conversion rate, and single product minute-level data performance are all important indicators.
Through Whale Cast's product review capability, you can conduct horizontal and vertical comparisons of various product performance data:
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Horizontal: compare multiple historical events to monitor the conversion performance of the main product;
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Vertically: Analyze the transaction and drainage data performance at each explaining moment, and continuously optimize the speaking skills and gameplay of oral broadcasts; compare the conversion data performance of new products and main products in the same session, and identify potential new products.
4. The anchor replays , accurately locates the anchor data
Compared with commodities, anchors have more uncertainties, so they need more scientific management.
Through Whale Cast's anchor replay capability, you can accurately record the anchor data. In each live broadcast, Whale Cast will automatically record and synchronize the broadcast time, traffic data, interaction data, and conversion data of the anchor for you, assisting the brand to review the performance of different anchors, formulate rewards and punishments, and improve the performance of the anchor.
Like commodity reviews, anchor reviews can also be compared horizontally and vertically: horizontally compare the performance of different anchors, and vertically compare the weekly data changes of a single anchor.
Through the statistics, comparison and analysis of various data, Whale Cast helps brands realize the precipitation and replication of high-quality anchor experience, and improve the traffic and conversion data of the live broadcast room.
epilogue
With the development of the live broadcast industry gradually mature, brands need to keep insight into the industry dynamics when they enter the live broadcast.
Through effective live broadcast data review, insight into the growth experience of high-quality live broadcast rooms, positioning hot products, and formulating corresponding promotion and delivery strategies, can we continue to improve live broadcast conversion and obtain e-commerce live broadcast dividends.