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We've talked many times about how to keep your audience engaged in a live streaming event, but what do you do to turn your audience from browsers into buyers?
Whether you're producing live stream events for yourself, your clients, or your brand, this is an episode you want to be a part of.
In this episode of Lights, Camera, Live, Helen Lam from Livescale is back to talk about how you can produce a successful live shopping event.
Livescale is a live-shopping solution: a platform designed to transform your content with direct eCommerce integration to create the ultimate live shopping experience for your audience.
Live shopping should mimic an in-store experience. Unlike competitor websites or Facebook Live, when streaming your live shopping event from Livescale, your audience doesn't need to leave the platform to make a purchase. They can make purchases in real-time and stay engaged with other audience members.
Livescale also allows you to see real-time analytics: how many viewers you have, how many sales you make, how many people view each item, and more. This is so helpful during your stream, as you can see if there are low purchases, and you can remind your audience to buy during the event without leaving.
People typically do not want to leave the stream during a live shopping event because they don't want to miss anything from the video. But, when the show is over, they forget to make their purchase. With Livescale's native checkout system, that problem is solved.
Helen previously came on the show and we had so much to talk about Livescale and live shopping. But, as we drifted into a discussion about run of show elements for your live show, I decided to invite her back on to talk about producing a live shopping event specifically.
The number of people shopping online is skyrocketing, especially in current times. Learning how to create an engaging live shopping event where your audience wants to be a part of your brand experience is crucial (and exciting.)
What specifically about E-commerce should people pay attention to during live streaming?
A simple live stream on Facebook or Instagram is a little different than a live shopping event. Your video and audio quality needs to be clear and you need to interact with your audience. But, that's about it.
On the other hand, live shopping is a mixture of live streaming, social media, and E-commerce. The part that actually generates revenue needs to work well. One of the most important things to consider that many people overlook is your inventory.
Before going live, always make sure you have enough of each product. Additionally, as you are live, pay attention to how much of each product is being sold and update throughout the live stream if necessary.
Helen adds to always go through the checkout process yourself before going live to ensure any apps and websites are compatible with your event. The last thing you want is for your audience to be unable to purchase your products because of technical difficulties or compatibility issues.
“Before starting your live shopping event, always make sure you have enough inventory and have gone through tech rehearsals to ensure the website and any apps are compatible.”
Live shopping events happen during a specific time, and once the hour is over, it's done. No long campaigns lead up to the event or after. So, be sure your live shopping platform functions the way you want it to.
In the same sense, competing for your audience's attention and keeping them engaged during a live shopping event is crucial. Imagine Black Friday sales or Cyber Monday sales. The reason those are successful is that the sale happens quickly and there is a sense of urgency to buy a product.
What visual elements should you create for your live shopping event?
As a remote live producer, I'm always thinking about the creative assets and elements that can make or break your event. As Helen explains, there are a few ways to incorporate visual elements and call-to-actions in a live streaming event.
First, always create a call-to-action to remind your audience to make a purchase. Call-to-actions are on every website, so why shouldn't they be on your live stream event as well? Your call-to-action should fit your individual and brand's personality. And, always include it multiple times throughout the event.
Then, create visual elements to let your audience know who you are and what your brand is. For example, during Lights, Camera, Live shows, we have the show name in the upper right corner and the guest name at the bottom when they are on-screen or speaking.
If you have a discount for specific items, always have that visible during your live shopping stream as well. Remember that live shopping is probably new for your audience. Try to make visual elements as clear as possible to help them make a purchase. Even a simple graphic like an arrow that points down toward your products for sale helps make your audiences' purchasing experience easier and more convenient.
Other visual element possibilities to include on your screen are:
When inventory is limited-edition
When someone purchases a product
When a product is about to be sold out
How many people are looking at a product
These ideas all create a feeling of immediacy, and "I want to be a part of that experience, too."
“Your goal during a live shopping event is to make your customer happy. When your customer is happy, they’ll make a purchase.”
How to create a run of show for a live shopping event
There are a few key components to keep in mind when planning your live shopping event run of show.
First is shopping time. Helen notes that 90% of purchases happen after the event. During a live stream shopping event, your audience members may chat with the host or one another. They may even put the product they want to purchase in their cart, but they don't hit purchase right away.
When the stream ends, the product or discount goes away. So, create a 10- to 15-minute window of "shopping time" after you finish your live stream where the audience can still make a purchase. Try playing a background video or music during this time to create a happy experience still, but not too distracting for the customer.
Adding this tactic into your run of show is a great way to help your audience finalize their cart, as well as increase your conversion rate.
“Create a 10- to 15-minute window of “shopping time” at the end of your live shopping event for customers to finalize their purchase. It’s a great tactic to keep your customers happy and to increase your conversion rate.”
Another element is Q&A time between you and your audience. This can be in the middle or the end of the event, but typically it is best at the end. Take this time to chit-chat with your audience about the products. However, keep in mind you don't want to be too distracting from the buying experience.
Your next steps
The goal of live shopping is to create an enjoyable shopping experience for your audience while being authentic and true to your brand—from the visual elements, sales tagline, graphics, sound effects, and more.
“Live shopping is an extension of you and your brand. Let your personality shine!”
Live shopping is not just for big corporate brands.
Anyone who sells products or services (even small- or medium-sized businesses) can use live shopping to their advantage; they just need to tweak their live stream to make it fit their needs and their audiences' needs.
Livescale has many available resources, and Livescale Academy is the best place for free resources. There are newsletters, podcasts, and weekly video tutorials to learn more about live streaming best practices.
Additionally, when you sign up for the Livescale Pro plan, you get access to a one-on-one onboarding session to determine your objectives, go over your pain points, and learn from an expert. Livescale also offers webinars, case studies, and step-by-step guides to help you along the way. You can also look at Livescale customer case studies to see how the platform helps actual companies drive revenue.
How can you use live shopping for your business?
Let me know in the comments.
Thank you to Restream for sponsoring Lights, Camera, Live!
If you haven’t heard, Restream allows you to broadcast live video to 30+ social networks at the same time.
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