Do merchants have such confusion: how to retain users who enter the live broadcast room and achieve the purpose of converting orders?
I would like to share with you three practical gadgets, namely the Script Library, Super Lucky Bag, and Shopping Red Envelope to help merchants retain users in the live broadcast room.
1. Use the "Script Bank" to retain users
Live broadcast will indirectly affect the traffic of the live broadcast room, and it is very important to use the voice to retain users, use the voice to tell the product features, and use the voice to guide users to place orders.
In addition to making up their own scripts, merchants can also use the [Script Library] tool, a powerful AI intelligent tool to help you use intelligent generation of scripts to retain traffic during live broadcasts.
Please note: The words generated by the AI intelligent tool are for the merchant's reference only, and the merchant needs to adjust and confirm according to their actual situation before use.
(1) Shake the store setting path
Doudian backstage: [Content-Live Broadcast Management-Pre-Live Broadcast-View More]
Use the effect display
(2) A huge number of hundreds should be set up paths
Before the start of the broadcast, you can create a live broadcast product plan in advance, and set product prompters in the list of products to be broadcast maintained by the merchant, and merchants can set the teleprompter for the same product in different product lists.
Huge Baiying backstage: [Live broadcast management-live broadcast product plan-product list-set teleprompter]
- You can set the text content, text size, and text color of the teleprompter in advance (the word limit is within 300 words) to highlight the selling point of the product.
- After the setting is successful, you can click [Preview Teleprompter], and the preview style is the teleprompter style that the anchor will see eventually.
Use the effect display
2. Use the "Super Lucky Bag" to retain users
Super Lucky Bag is a marketing interactive tool provided by the Douyin e-commerce platform to help creators achieve prize sales, support the display of lottery activities, and consumers who meet the conditions set by the creator can participate in the lottery.
(1) The super lucky bag setting path
1. Activate the function
Huge Baiying backstage: [Live broadcast management-marketing management-Super Lucky Bag]
Doudian backstage: [Content-Live Broadcast Management-Super Lucky Bag]
2. Create a prize
After the activation is successful, click [Prize Pool - Create Prize] on the page to create a Super Lucky Bag prize and enter the prize creation page.
- Select Quick Create: Only copy the product information in the product library, and do not deduct the inventory of the products sold in your store.
- Select Create a custom prize to create a product that meets the requirements for the release and promotion of products and categories on the platform, and needs to be reviewed by the product after creation.
3. Create an event
After the prize is successfully created, click [Lucky Draw - Create Event] on the page to create a super lucky bag lottery, and you can publish the lottery after setting the lottery information.
4. Launch activities
Go to the [Live Console - Super Lucky Bag] and click [Start Event], only the event that has been approved and has not yet started can be published.
5. Check the draw
Enter the Super Lucky Bag page, click [Lucky Draw - View Winning List] to view the list, and the orders of users who have claimed the prize need to be shipped and fulfilled within 48 hours.
6. Fulfillment and delivery
Enter the Douyin store background, the winning user fills in the receipt information, and after completing the prize redemption, the system will automatically generate a lottery order in [Order Management], and select the lottery as the order type to view the corresponding order, and the merchant needs to complete the delivery and fulfillment of the user's order that has been redeemed within 48 hours.
3. Use "shopping red envelopes" to retain users
After the anchor distributes the red envelope in the live broadcast room, the user can make purchases and deduct them in the corresponding live broadcast room, shop window and other scenarios during the validity period of the red envelope, which can effectively increase the viewing time and expand the interaction method in the live broadcast room, and it is not included in the lowest price.
(1) Display of use effects
【Warm-up】The red envelope will be hung in the upper left corner of the live broadcast room in the form of a countdown, and the user can grab the red envelope until the countdown time.
After the countdown reaches zero, the user can click on the red envelope to complete the red envelope grabbing operation.
- When setting the ordinary denomination + large red envelope: the user grabs the red envelope and displays a single maximum of xx yuan.
- When only ordinary denomination red envelopes are set: When the user grabs the red envelope, only the total amount of the red envelope is displayed.
(2) Set up shopping red envelopes
1. Recharge funds
Find the event entrance:
- Method 1: Huge Baiying background: [Live Broadcast Management - Marketing Management - Red Envelope Management], merchants need to log in with an influencer account.
- Method 2: Doudian backstage: [Content - Live Marketing - Red Envelope Management]
Recharge Red Envelope Funds:
- Interoperable with the anchor coupon account, recharge multiple places at one time, available red envelope funds = recharge amount + return amount - withdrawal amount - use amount.
- If the available red envelope funds are 0, you need to click the [Deposit] button to complete the recharge operation. The recharge limit of red envelopes is 10 times per day, with a maximum of 1 million each time.
Create a virtual fund red envelope directly:
- There is no need to recharge the red envelope, fill in the "virtual budget" when the red envelope activity is created, and deduct the amount of the red envelope written off by the user when the payment is calculated (only applicable to the integrated merchant of the store and the store)
- Users can receive the "virtual red envelope" for verification, and the amount of the red envelope received will be deducted when the bill of lading is deducted
2. Create a red envelope
Huge Baiying backend: [New Red Envelope - Normal Countdown Red Envelope - Manually Create a Single Red Envelope]
Red Packet Name: Enter up to 15 Chinese characters, and the name can be repeated.
End time: You can set the end time of collection, the default is 10 minutes, and the maximum time can be set to 6 hours.
Valid time:
- Set by start and end time: The default red envelope can be used after the grab, such as the creation date of 12.14, and the time period from 12.14 to 12.21 can be selected.
- Set according to the effective time after collection: it can be used within the xx time period after the user collects.
Based on the historical broadcast data and the real-time traffic performance of the live broadcast room, the system automatically generates a red envelope delivery plan, prompts the timing of the red envelope delivery in real time, and issues an analysis of the delivery effect.
3. Put red envelopes
Delivery entrance
Huge Baiying backstage: [Live broadcast management-live broadcast center console-live broadcast tools-red envelopes]
Doudian backstage: [Content - Live Room Management - Live Broadcast Center Console - Live Broadcast Tools - Red Envelopes]
Set the delivery schedule
For red envelopes that have not taken effect, you can set the delivery time by yourself
Set by time period
Opening time: The time for users to open the red envelope can be set to 2~15min
Warm-up time: After setting, the red envelope will appear in the upper right corner of the live broadcast room to start warm-up
Set by precise time
Open time: You can select ≤7 days after the current time, accurate to the second, in order to ensure the front-end warm-up atmosphere of the red envelope activity, the set start time must be later than the submission time + 2 minutes
Warm-up time: Set the time for red packets to appear in the live broadcast room for warm-up 5/10/15min
Restrictions
Time limit: For red packets with a validity period set according to the start and end time, the opening time must be earlier than the end time of the red packet, so as to reserve time for consumers to use
Quantity limit: A maximum of 2 influencer red envelope activities can be created in the same time period (from the warm-up time to the end time of collection).
Stop delivery and void
In [Live Broadcast Management - Live Console - Live Broadcast Tools - Send Red Envelopes], you can copy and invalidate through the rightmost operation bar
Once the red envelope is invalid, it cannot be recovered, and the corresponding amount of the undelivered/received red envelope will be returned to the account to which the influencer belongs later. It should be noted that the red envelope is not allowed to be invalidated after 2 minutes before the warm-up time, and the red envelope that the user has received before the invalidation can still continue to be used.
How to retain users in the live broadcast room is the key to allowing users to convert and place orders in the process of live streaming, and using the official tools provided by the platform can effectively retain users in the live broadcast room and improve the conversion rate and sales in the live broadcast room. Merchants, let's use such a practical tool as soon as possible.
1. Progressive Event Gameplay (updated on March 6, 2024)
(Private message reply to "Douyin play" to get the original picture)
The progressive activity starting method caters to the live broadcast algorithm, progressively pulls the weight of the live broadcast, and obtains the live broadcast recommendation traffic in a balanced manner, and currently progressively contributes 1 million GMV in a single month in the individual live broadcast room.
2. Short video test gameplay (updated on March 2, 2024)
(Private message reply to "Douyin play" to get the original picture)
Compared with the traditional short video test gameplay, this set of gameplay can obtain higher accurate and natural recommendations, and is widely used in the live broadcast room of clothing and food, contributing 2 million GMV in a single month.
3. How to play the single product Qianchuan (updated on February 28, 2024)
(Private message reply to "Douyin play" to get the original picture)
Qianchuan single product gameplay, single product delivery strategy, greatly reducing the threshold for mixed product delivery, currently in my live broadcast room monthly contribution of more than 5 million GMV, is my personal most used live broadcast room gameplay.
4. Troika Mixed Traffic Gameplay (Updated on March 6, 2024)
(Private message reply to "Douyin play" to get the original picture)
Troika gameplay, the traffic structure of the troika is the most stable mode in the future live broadcast form, but the operation process is more complicated, and the current monthly GMV is less than 1 million, which is not recommended by novice teams.