Diagnose your LIVE performance with Suggested LIVE Improvements

Live Tips

Summary

What are the key features of the Suggested LIVE Improvements module on TikTok Shop?

  • Provides an overview of core LIVE metrics and benchmarks for performance assessment.
  • Offers actionable recommendations for improving account-level and individual room-level LIVE performance.

How can creators access and utilize the Suggested LIVE Improvements module?

  • Available to all TikTok Shop creators via the TikTok Shop APP without special permissions.
  • Navigate to the LIVE tab in the Creator Center for account-level or room-level diagnostics.

What are the main use cases for the Suggested LIVE Improvements functionality?

  • Track and explore benchmarks for core LIVE metrics across categories like Discover, Engage, and Purchase.
  • Diagnose and prioritize improvements in overall LIVE performance across key dimensions.
  • Get tailored improvement suggestions for individual completed LIVE rooms.

What are the critical dimensions analyzed for LIVE performance improvement?

  • Dimensions include Diligence, Traffic, Product, Content, and Promotion.
  • Each dimension provides diagnostic outputs and recommendations for performance uplift.

High level overview

Are you trying to analyze the different aspects of your LIVE performance in detail and looking for tactical and actionable recommendations on how to do so? Look no further!
Introducing Suggested LIVE Improvements on TikTok Shop APP that aims to be the one-stop solution for monitoring and diagnosing your LIVE performance on TikTok Shop. From tracking the status of important LIVE metrics, assessing your performance along critical successful LIVE dimensions to receiving suggestions for how to improve your overall and individual room level performance, the LIVE Improvement suggestion module will provide you with the data and recommendations you need to systematically improve and enhance your LIVE performance. Read on to learn more!

Feature value proposition

At a high level, the Suggested LIVE Improvements functionality gives Creators the ability to
  • Get an overview of your core LIVE metrics as well as benchmarks to understand and assess your LIVE performance across different categories
  • Understand the effectiveness of your account-level LIVE performance across critical dimensions and assess where you need improvement along with the potential for performance uplift
  • Drilldown and diagnose your individual completed LIVE rooms, pinpoint areas of concern and get actionable recommendations on how to improve issue areas.

Salient use cases

The following use cases will be the most relevant for Creators using this functionality.

Use Case 1: Track and explore benchmarks for your core LIVE metrics

  • Users will be able to understand their overall LIVE performance metrics across categories of LIVE activity such as Discover, Engage and Purchase metrics
  • For each of these individual metrics, users can monitor the same across flexible time horizons to understand progressions
  • For each of the individual metrics, users can view deviations of these metrics across time ranges as well as understand how these metrics compare to similar creators, allowing them to identify potential areas of improvement.

Use Case 2: Diagnose and prioritize improving your overall LIVE performance across key performance dimensions

  • Get an overview of your overall LIVE performance across key performance dimensions (more on this later) with recommendations on which dimensions to improve (based on peer performance) to drive better Shoppable LIVE performance.
  • Get associated data insights on the improvement potential associated with addressing these problematic elements.
  • Pinpoint the individual LIVE rooms affected by these dimensions to get tailored recommendations for optimization.

Use Case 3: Diagnose and get improvement suggestions for individual completed LIVE rooms

  • For individual completed LIVE rooms, users will get an overview of metrics performance along with comparable benchmarks (just like in the account view)
  • For each of the individual room level diagnosis, users will get recommendations on which performance dimensions need improvement and an estimate of the potential for performance uplift
  • Coupled with this, users will also receive specific recommendations to implement as well as associated relevant knowledge articles (if applicable), allowing them to take immediate remediations to improve problem areas associated with the LIVE room.

Access and authorization

All Creators on TikTok Shop creating Shoppable LIVE content will have access to the LIVE diagnostics and Suggested LIVE Improvements in TikTok Shop APP.

Entrance

You can navigate to Suggested LIVE Improvements, anytime, within the TikTok Shop Creator Center by navigating to the LIVE tab within the list of available modules
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Additionally, based on your recent LIVE activity, you can navigate to either your account level suggestions or specific room level diagnostic suggestions, by clicking on the dynamic prompt below
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If you have recently gone LIVE the prompt content will provide you with a diagnostic overview of your last LIVE room (available 24 hrs after LIVE completion) or if you have not gone LIVE recently, the prompt content will display overall historic LIVE account level performance and diagnostics. You can click on the prompt to be navigated to the relevant diagnostic analysis.

Feature walkthrough

Account level performance metrics

Functionality/Component
UI interface
Key functionalities/capabilities
Key dataimage
  1. The Key Data section outlines the critical metrics associated with your LIVE performance.
  2. These metrics are grouped into different categories based on where these metrics fall in the LIVE data funnel. A brief description is provided below
  3. The individual category descriptions are as below
    1. Reach metrics: Metrics that outline the visibility and reach of your LIVE performance. By default, the displayed metrics displayed will be LIVE impressions, LIVE Count, Views and Enter Room Rate (ERR) and users can use the carousel navigation to explore more relevant metrics
    2. Engagement metrics: Engagement metrics signify the level of participation and activity within your LIVE performance. By default, the displayed metrics displayed will be Comments, New Followers, Likes and Shares and users can use the carousel navigation to explore more relevant metrics
    3. Conversion metrics: Conversion metrics provide the overview of how well your LIVEs are performing when it comes to product purchases and financial performance of your LIVEs. By default, the displayed metrics displayed will be Direct GMV, SKU Orders, Click-through rate (CTR) and Click-to-order rate (C_O) and users can use the carousel navigation to explore more relevant metrics
  4. Users can customize the time horizon with the available date-picker to select custom timeframes over which to track their metrics. By default, data will be displayed for the past 7 days.
Not all of the above metrics will be available for specific time horizons and only ones that are contextually relevant will be displayed
  1. Along with the set of metric values, users can view
    1. Metric deviation trends - color coded deviations of how your metrics have shifted over the past iteration of the selected time horizon.
    2. Metric benchmarks - How are your specific metrics performing with respect to similar Creators (with similar levels of Shoppable LIVE experience), allowing you to understand which metrics need improvement. Benchmark information will only be displayed when selected time horizon is past 7 days.

Account level suggested LIVE improvements

Functionality/Component
UI interface
Key functionalities/capabilities
Account level diagnosticsimage
  1. An effective framework, based on research on multiple LIVE sessions, analyzes LIVE performance across five key dimensions
    1. Diligence: Diligence refers to the frequency and overall supply of LIVE sessions you are conducting to ensure you have optimal visibility through your LIVEs
    2. Traffic: The traffic dimension focuses on attracting a larger audience and maintaining high viewer and more consistent viewer numbers, maximizing your reach and engagement.
    3. Product: The product dimension primarily focuses on your capability in selecting the right products to include in your LIVE as well as strategy around product pinning and product prioritization
    4. Content: The content dimension focussed on how effectively you are engaging your audience and how effectively you are using tooling to relay important information, drive engagement and propel towards conversion.
    5. Promotion: This dimension looks at the effectiveness of your promotional strategies, like giveaways and flash sales, that help build anticipation and increase sales momentum.
A minimum duration of past 7 days has to be selected to generate account-level diagnostics. For viewing only specific room level diagnostics on a particular day, refer to the Room Level Suggestions section below
  1. The account level LIVE suggestions provides diagnostic outputs and recommendations on the basis of these five dimensions.
  2. For each of these dimensions, the account-level suggestions provides an indicator of whether you are performing adequately or is these room for improvement.
  3. Color coded tags will help you identify if the dimension is ok or problematic, with problematic dimensions being prioritized earlier in the list view. You can click on the expand "See More" button to get the full list of diagnostics for each dimension.
  4. Additionally, for each dimension listed, there will be information on the # of LIVE rooms (in the selected time period) that have been affected b there will be summary recommendations on how to improve the dimension along with the potential for sales/traffic uplift.
Navigate to individual rooms diagnosisimage
  1. Aside from just viewing the account-level dimensions information, users can click on the relevant dimension card and be automatically navigated to all LIVE rooms affected by that particular dimension.
  2. You can always scroll down below beyond the account-level suggestions output to get to the list of all LIVE rooms (completed in the selected time period). From here you can also click on the selection tabs for dimensions to view LIVE rooms affected by that dimension.

Room level suggested LIVE improvements

Functionality/Component
UI interface
Key functionalities/capabilities
LIVE Room list viewimage
  1. Just below the account-level diagnostics section, you will find the list of LIVE rooms completed within the selected time period.
  2. You can navigate to this list view either by
    1. Clicking a particular dimension card in the account view and getting the filtered list of rooms affected by that dimension
    2. Directly scrolling down to the list view section and filtering by specific dimensions, for more targeted viewing.
  3. For each LIVE Room in the LIST view, you will be able to view GMV, room views and SKUs sold (along with associated definitions or each metrics in the tooltip)
  4. Click on any particular LIVE Room of interest to be navigated to room level diagnosticsdeep-dive.
LIVE Room diagnostics and suggestionsimage
  1. Similar to the account level interface, the room level optimizer output also covers the similar diagnostics dimensions (except for diligence which only makes sense at an account level).
  2. Additionally, there will be indicators of how much (estimated potential only) GMV uplift there might be, if the recommendation is adopted.
  3. Dimension level analysis will have color-coded flags that pinpoints issues that need improvement, as compared to similar LIVE rooms from similar Creators.
  4. Additionally, for each specific dimension within the LIVE room, there will be helpful educational articles as well as assistive directives/actions that users can take to improve outcomes for that dimension. Clicking these will redirect users to the relevant educational material to review or actions to take.

Frequently Asked Questions (FAQs)

Do I need any special access or permissions to access the Suggested LIVE Improvements? Any TikTok Shop Creator performing Shoppable LIVEs will be able to access this functionality without the need for any special access permissions.
What interface (PC/APP) will this functionality be available on? In this phase of the launch, the Suggested LIVE Improvements will only be available on the APP version but our team will constantly evaluate the need to introduce a PC version, based on user adoption and feedback.