wloe2gf 发表于 2024-8-11 02:46:41

TikTok数据分析之怎么样有效加强直播间GMV转化？


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>都<span style="color: black;">晓得</span>直播这种<span style="color: black;">营销</span>形式在TikTok平台的营收中占很大比重，但一场成功的直播<span style="color: black;">必须</span>很大的投入，<span style="color: black;">因此</span>提前<span style="color: black;">认识</span>影响TikTok直播流量和GMV的关键<span style="color: black;">原因</span>是非常必要的，接下来我会就影响直播流量（<span style="color: black;">举荐</span>）和直播间GMV两方面进行分析：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">直播<span style="color: black;">举荐</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">直播<span style="color: black;">举荐</span><span style="color: black;">便是</span>TikTok平台<span style="color: black;">按照</span>用户的浏览习惯和偏好，在当前的直播间中<span style="color: black;">选取</span>最合适和最合格的直播间<span style="color: black;">举荐</span>给他。而你的直播间<span style="color: black;">亦</span><span style="color: black;">由于</span>平台的流量分发，在这个过程中会被用户看到。<span style="color: black;">因此</span>，<span style="color: black;">倘若</span>卖家<span style="color: black;">期盼</span>自己的直播被<span style="color: black;">举荐</span>给<span style="color: black;">更加多</span>的观众，<span style="color: black;">那样</span>就<span style="color: black;">必须</span>比其他类似的直播间更具竞争力和吸引力。<span style="color: black;">能够</span>从以下<span style="color: black;">方向</span><span style="color: black;">加强</span>直播性能：</span></p><span style="color: black;">避免违规直播：有违规<span style="color: black;">行径</span>的直播间不太可能被<span style="color: black;">举荐</span>给观众，<span style="color: black;">详细</span>的违规<span style="color: black;">行径</span><span style="color: black;">能够</span>参考官方的政策，就不<span style="color: black;">这里</span>赘述了；</span><span style="color: black;"><span style="color: black;">供给</span><span style="color: black;">目的</span>观众可能感兴趣的优秀<span style="color: black;">制品</span>：<span style="color: black;">这般</span><span style="color: black;">能够</span><span style="color: black;">保准</span>在直播间中产生<span style="color: black;">更加多</span>的商品点击和订单，有助于<span style="color: black;">增多</span>流量；</span><span style="color: black;"><span style="color: black;">供给</span>高质量的内容吸引观众并与引导互动：重点<span style="color: black;">提高</span>点赞率、关注率、评论率、分享率等互动指标。</span><span style="color: black;">改善店铺和商品的购物体验 ：降低直播间商品的差评率、商家<span style="color: black;">原由</span><span style="color: black;">引起</span>的订单取消率、延迟发货率等。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接下来<span style="color: black;">咱们</span>看一个<span style="color: black;">详细</span>的案例：</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2a01b5b71ec2422282893313af3bf0c7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723612917&amp;x-signature=rcU2E3QtkbQbrXEsN2yaFSdhKQw%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源:Kalodata官网</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">打开Kalodata，<span style="color: black;">选取</span><span style="color: black;">目的</span>国家，<span style="color: black;">这儿</span>以印尼为例，<span style="color: black;">而后</span>切换到直播页面，<span style="color: black;">选取</span>成交金额最高的直播间，<span style="color: black;">咱们</span>点进详情页进行查看。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6eaed9dbd0344eafb21d227d8e4e11a9~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723612917&amp;x-signature=MHEzyB01BN17T%2BoBM2ys0WtqEv4%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源:Kalodata官网</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>看到详情页的达人直播录像，查看该达人的直播回放，<span style="color: black;">咱们</span>看到<span style="color: black;">营销</span>的<span style="color: black;">制品</span>是一款美白精华液，<span style="color: black;">全部</span>直播过程中严格遵守平台规则，<span style="color: black;">无</span><span style="color: black;">显现</span>违禁词和违规<span style="color: black;">行径</span>；<span style="color: black;">同期</span>直播过程中达人<span style="color: black;">亦</span>穿插了<span style="color: black;">制品</span><span style="color: black;">运用</span>技巧的分享，<span style="color: black;">按时</span>上新福利品给到用户，主播全程积极引导用户互动。<span style="color: black;">因此</span>单场直播的观看次数将近80w，成交金额<span style="color: black;">亦</span>突破20w美金。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">影响直播间GMV的5大<span style="color: black;">原因</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">首要</span><span style="color: black;">咱们</span>要<span style="color: black;">晓得</span>用户在直播间的<span style="color: black;">行径</span>路径是：用户在刷TikTok是看到直播间，被直播间的内容吸引，点击进入直播间，与主播互动，听商品讲解，在主播的引导下，点击查看商品的介绍，用户确定需求和价格符合自己的预期之后，进行下单购买，在收到商品后，用户对商品的功能特点都很满意，于是在平台上确定收款，商家会在结算后收到对应的款项。<span style="color: black;">按照</span>用户<span style="color: black;">行径</span>分析<span style="color: black;">能够</span>将影响直播间GMV的<span style="color: black;">原因</span>拆分为以下5点。</span></p><strong style="color: blue;"><span style="color: black;">直播时长=直播次数*每场直播时长</span></strong><span style="color: black;">，直播时长会直接影响直播间的<span style="color: black;">揭发</span>量，直播时长越长，能让直播间能够<span style="color: black;">更加多</span>的用户看到；</span><strong style="color: blue;"><span style="color: black;">进房率（<span style="color: black;">揭发</span>-点击转化率）=点击进入直播间的人数/直播间的<span style="color: black;">揭发</span>量</span></strong><span style="color: black;">，在<span style="color: black;">揭发</span>量相同的<span style="color: black;">状况</span>下，进房率越高，直播间的观看人数就越高，能够转化为下单用户的<span style="color: black;">基本</span>就越大。</span><strong style="color: blue;"><span style="color: black;">人均停留时长</span></strong><span style="color: black;">：人均停留时长越长，<span style="color: black;">能够</span>证明直播间内容的<span style="color: black;">优秀</span>和有趣性，<span style="color: black;">亦</span>能够给直播间的流量带来正向影响，让直播间被<span style="color: black;">举荐</span>给<span style="color: black;">更加多</span>用户；用户在直播间停留越<span style="color: black;">长期</span>，转化的可能性就越高；</span><strong style="color: blue;"><span style="color: black;">商品点击率（CTR）=商品点击次数/商品<span style="color: black;">揭发</span>次数</span></strong><span style="color: black;">，点击率越高，流量的转化效率越高；</span><strong style="color: blue;"><span style="color: black;">商品转化率（C_O）=商品成交订单数/商品点击次数</span></strong><span style="color: black;">，转化率越高，流量相同的<span style="color: black;">状况</span>下，成交的订单数越多。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span><span style="color: black;">咱们</span>依旧给<span style="color: black;">大众</span>展示一个案例：</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/88dec9bbed3749ea89e7222e60341902~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723612917&amp;x-signature=j9ZSNQeQ4teFFt2NVtt71WoEX7E%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源:Kalodata官网</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">登录Kalodata官网，<span style="color: black;">选取</span>你的<span style="color: black;">目的</span>国家，<span style="color: black;">这儿</span>以印尼为例，<span style="color: black;">咱们</span>切换到达人页面，在【高级筛选】中<span style="color: black;">选取</span>成交<span style="color: black;">源自</span>为【直播】，<span style="color: black;">咱们</span><span style="color: black;">选取</span>成交金额的这个账号【The Originote】，点击进入详情。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0e8d6cf2b6974abf8f3dba175d803994~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723612917&amp;x-signature=AvYBImEqPjKldLHM6zdBsm4hOi8%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源:Kalodata官网</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>在该账号的【关键指标】数据里面<span style="color: black;">能够</span>看到：该账号99%的营收来自于直播，过去7天涨粉8.8w，日均涨粉1.3w；向下滑动到【直播】板块，设置按时间降序<span style="color: black;">摆列</span>，<span style="color: black;">咱们</span>会<span style="color: black;">发掘</span>在过去的一天内，这个账号是24小时不间断直播，即使中断<span style="color: black;">亦</span><span style="color: black;">仅有</span>几分钟，继续往前查看，<span style="color: black;">发掘</span><span style="color: black;">近期</span>7天内都是全天直播，这个直播投入和直播时长<span style="color: black;">已然</span>是天花板级别的了。这是一个官方的账号，<span style="color: black;">亦</span>是印尼市占率比较高的品牌，大牌尚且如此，何况<span style="color: black;">咱们</span>！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>卖家把流量和成交的每一个环节做好，直播间的GMV<span style="color: black;">提高</span>肯定是必然的。以上都是<span style="color: black;">咱们</span>在TikTok直播过程<span style="color: black;">必须</span>重点优化的点。<span style="color: black;">另一</span>这些指标<span style="color: black;">亦</span><span style="color: black;">指点</span>着<span style="color: black;">咱们</span>在正式<span style="color: black;">起始</span>直播之前做足准备，<span style="color: black;">同期</span>在直播结束后学会用以上的指标进行复盘优化。以上<span style="color: black;">便是</span>今天的分享，<span style="color: black;">倘若</span>你<span style="color: black;">亦</span><span style="color: black;">相关</span>于TikTok直播想要分享的内容，在评论区告诉我！</span></p>




7wu1wm0 发表于 2024-9-29 21:42:57

楼主果然英明！不得不赞美你一下！

4lqedz 发表于 2024-10-18 00:07:16

你的见解真是独到，让我受益匪浅。
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