Tiktok Shop Academy

Checklist to Improve Livestreaming Quality and Traffic Efficiency

06/30/2023

Livestreaming is an important channel for sellers and creators to do business in TikTok. Operating a high quality LIVE is the key for running long-term business on TikTok. LIVE GMV consists of two parts, traffic (PV) and traffic conversion efficiency. This article will help you to understand traffic efficiency and provide you a checklist to improve it.

1. How to Measure Traffic Efficiency

1.1 Definition

  • GPM = GMV/PV * 1000 GPM is a metric reflective of traffic efficiency and LIVE quality. GPM measures the average amount of GMV generated every 1,000 times the livestream is shown.

1.2 High GPM means good business

  • GMV = GPM * PV/1000 With the same level of traffic (PV), the higher GPM the higher GMV.
  • Higher GPM can also bring more traffic as our algorithm rewards liveroom with good conversion.

1.3 User Journey perspective

image.png
  • GPM = Enter Room Rate * CTR * C_O * AOV * 1000
GMV: Gross Merchandise Volume; GPM: GMV per mile; PV: Page View; CTR: Click-Through-Rate ; C_O: Click to Order; AOV: Average Order Value

2. Checklist to Improve Your LIVE Quality and Traffic Efficiency

We have summarized 35 checkpoints to improve your LIVE quality and traffic efficiency based on best practices of sellers from all industries and each action can help to improve the break-down metrics of GPM. The quality of a LIVE can be directly reflected in these metrics. For example, low Enter Room Rate usually means that the first impression of the LIVE is not attractive, is your LIVE image clear? Do you clearly display key promotions and offers to attract users? Low CTR means your viewers rarely click the product. Does your host guide viewers to click the shopping cart? Do you pin product properly? Low C_O indicates your viewers do not place an order after clicking the product. Is your product attractive? Is the price competitive? Does your host clearly explain the key selling points of the product?How to use this checklist?
  1. Self check before LIVE: please check the action point and make sure you have done at least the must try actions.
  2. Review after LIVE: check your live performance on seller / creator center, locate your main problem metrics and find the corresponding action items, check whether you have done all the suggested actions.
  3. DIY your own checklist: combine the checklist with your category's top LIVE room practices, exercise and summarize your own checklist that works the best to drive your LIVE sales.
Stage
GPM metrics
Action Type
Action Item
Suggestion
Before LiveERRLiveroom airdate Go live at fixed times  
Before LiveOverallGuarantee proper live duration (mainly top sellers/creators)Must Try
Before LiveERRPre-live post Publish traffic-driving short videos (related to live) beforehandMust Try
Before LiveERRPublish a preview post on other Social Media platforms to announce LS details
Before LiveERRAdd next live time info into account name
Before LiveERRLiveroom visual preparation Set good lighting without over/under exposureMust Try
Before LiveERREnsure live image quality with good / normal pixelMust Try
Before LiveERRLiveroom sound preparation Ensure no background noise and set voice with proper volume
Before LiveERRSet proper background music - moderate volume, fits your LIVE atmosphere
Before LiveERRLiveroom background display Set neat and organised backgroundMust Try
Before LiveERREnsure liveroom decoration fits the productsMust Try
Before LiveERREnsure clear product display (no blocking)
Before LiveERR, CTRUse sigange / sticker / billboard to display key offers / promotionsMust Try
Before LiveERRLiveroom tittle Set attractive and succinct liveroom title
Before LiveERRLiveroom cover page Set attractive and succinct cover image
Before LiveERRLiveroom host apperance Host styling in line with the product
Before LiveERRHost use / wear the shop's top product 
Before LiveERRHost can show their personality and sincerity, thus gaining the trust of consumers(esp. for creators) 
Before LiveERRHave co-hosts on screen to supplement the atmosphere 
Before LiveCTR, C_OLiveroom product preparationAlways bind high GPM or top selling products and check stockMust Try
Before LiveCTR, C_OBind >=10 products per liveMust Try
Before LiveCTR, C_OGuarantee price competitiveness 
During LiveERRLive interaction Introduce the LS session every 5min (greeting, key selling point,discount etc) 
During LiveCTRGuide viewers to click the shopping cartMust Try
During LiveCTR, C_OShow users how to place an order step by step on the phone 
During LiveCTR, C_OEncourage viewers to interact through like, follow, share and commentMust Try
During LiveCTR, C_OHost be responsive to viewers' questions Must Try
During LiveCTR, C_OHost call to actionMust Try
During LiveCTR, C_OUse interaction voucher, set exclusive benefits for new customer/fans  
During LiveCTR, C_O, AOVUse promotion tools: voucher, bundle, flash sales, free giveaway (advanced: create limited time offers) Must Try
During LiveCTRLiveroom products presentation Pin product ontime while explaining the productMust Try
During LiveCTRHost increase the explanation time and frequency of high GPM or top selling productsMust Try
During LiveCTR, C_OHost explain products features and selling points thoroughlyMust Try
During LiveCTR, C_OHost create shopping atmosphere with strong enthusiasmMust Try
During LiveCTR, C_OHost show product vividly, zoom in to show product details 

3. How to check the GPM data

  • Seller or Creator Center - Data Compass
1. Livestream & Video > Livestreams Performance > Overview Show GPM image.png2. Livestream & Video > Livestreams Performance > Live Diagnosis Show CTR, C_O with suggestion image.png3. Livestream & Video > Livestreams Performance > Livestreams Show GPM, ERR, CTR, CO, AOV
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