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A Marketer’s Guide To Livestream Shopping



A Marketer's Guide To Livestream Shopping

Retailers, brands, and digital platforms from around the world are leveraging the tremendous value that livestream shopping brings.

Who would’ve thought the intoxicating combination of social media, live entertainment, and instant purchasing would so significantly disrupt ecommerce?

While you may have heard rumblings of the marketing benefits of livestreaming commerce, this is nothing new for our counterparts in China.

They are leaning hard into the massive trend that is livestream shopping.

A 2021 survey cites that two-thirds of Chinese shoppers have purchased products via livestream in the past year.

That’s a considerable number.

Even though Western retailers are still lagging behind China in the pursuit of live commerce, early movers have begun to garner significant sales.


Here’s why: Our target audience wants it.

A recent global survey of 13,000 consumers and 4,000 businesses across 29 countries shows that 61% of customers prefer to shop via social media. This jumps to 63% when responses are filtered by Gen Zers.

So, What’s The Problem?

As a marketer in the B2C space, you know that retail has its limits.

Even ecommerce – the darling of the Covid-19 era due to many brick-and-mortar store closures and businesses moving online – now needs reimagining.

Campaigns you were certain would bring a high ROI (return on investment) are falling flat.

CPC (cost per click) might be consistent, but engagement and conversion rates are lower than ever.

We are seeing a trend in lower engagement rates via traditional ecommerce checkouts and an increase in abandoned carts.

While this is often because the ecommerce website owner has not done the due diligence required to stay relevant, in the end, it is likely due to a bad, or even worse – indifferent – user experience.


Add to that the reality that consumers are less brand loyal and more price sensitive than ever, and you find yourself, as a marketer, in a tricky position.

As our customers’ demands for “I want it now” increase, marketers must find a way through.

The proven secret to success is connecting your brand personally to your customers (or vice versa; your customers must feel that they connect with you).

This is important not only from a “successful campaign” perspective but also from a business longevity approach.

When comparing the current financial crisis with that of 2008, we see that organizations that championed customer experience saw very little downturn at that time.

They also rebounded faster and brought in three times more shareholder returns than the market average.

So, what is the solution?

While livestream shopping might not be the silver bullet marketers want, it is a turbocharger for revitalizing online revenue.


Here’s why.

When marketers combine ecommerce with livestream shopping, it suddenly makes online stores personal, entertaining, and relevant.

What Is Livestream Shopping?

Before I get ahead of myself, let me start with the basics.

Streaming shopping offers consumers an engaging experience that allows them to buy from home confidently by combining commerce with live video entertainment, often on social media.

Livestream viewers can interact with the host and buy products right then and there.

This might sound familiar to you if you grew up with old-school TV shopping shows.

Similar to online video shopping, the TV show host would talk about the product and its benefits and often demonstrate how to use it – all the while punting the “call now” number to buy.

It made it easy for home viewers to buy from their couches while watching TV.


It is not uncommon for live shopping videos to include new product launches, how-to’s, interviews, games, quizzes, or giveaways.

However, online video shopping must not be confused with the informercials of old.

This is real-time, hyper-engaging, fast, and super-relevant to the audience.

As For Popular Livestream Shopping Platforms, Here Are A Few

The biggest and easiest by far are the social media platforms.

Although shopping-specific platforms may assist you in reaching new consumers, you retain the most control via your website.

How Livestream Shopping Works

The basic concept that sees marketers incorporate livestream shopping remains the same.

Like live TV shows, livestream commerce exists on social media, where buyers watch as the influencer or host discusses, demonstrates, and reviews products in real-time.


The main draw card of live streaming commerce is how entertaining the host is.


Equally important is the connection the audience feels with the host.

All of this speaks to audience engagement.

You want to involve influencers who already strongly connect with your audience.

This not only improves trust metrics and credibility but is also typically what attracts people to watch in the first place.


Many livestreams include chat functionality and reaction buttons to involve their audiences, which makes them more successful.

Getting the audience to participate in polls and comment on the stream is an effective strategy that successful consumer companies use to ramp up engagement and improve the event’s success.

Commercially Viable

When done well, online marketers can boost sales tremendously with livestreaming shopping.

Huang Wei, also known as Viya, is China’s biggest livestreaming star.


With astonishingly high audience numbers – sometimes as high as 37 million – she uses her channel to sell a huge variety of products.

We’re talking cars, makeup, houses, furniture, toothbrushes – even a rocket launcher for $5.6 million!

Some of the biggest brands in the U.S. have already sat up and taken note.

Tesla, P&G, and Kim Kardashian have already appeared on Viya’s show and sold products.

Kim Kardashian launched her new perfume to Chinese internet users on Viya’s livestream in 2019. She drew 13 million viewers and sold 15,000 bottles in a matter of minutes.

Does Your Target Audience Want Livestream Shopping?

Gen Z And Millennials

If you market an online brand or ecommerce store, and your customer demographics are Generation Z and Millennials, then livestream shopping is not an option – it is a given.

These demographics are the largest contributors to live shopping events.

However, this doesn’t mean you should exclude other audiences.


Surprisingly, this concept is familiar to generations accustomed to the home shopping network channels they grew up with.

Now is a great time to share the benefits and convenience of live shopping with them.

Generation X

Gen X embraces social media just as much as Millennials, indicating that usage will increase over the next few years.

In fact, a recent survey shows that 74% of Gen Xers consider social media – in particular, Facebook – to be an essential part of their life.

This puts them on the same playing field as Millennials and Gen Zers.

Baby Boomers

For Baby Boomers, only 40% consider social media an essential part of their lives, with the vast majority only using it to connect with family and friends.

However, they are not to be overlooked.

As many as 53% say they use social media, especially Facebook, to kill time, much like the other generations.


Plus, in the U.S., senior citizens are the fastest-growing demographic of Facebook users.

This could indicate their growing familiarity and comfort levels with online engagement.

The bottom line is that, as marketers, we need to use the platform our audience uses.

Regarding the industries benefiting from livestream shopping, McKinsey states that fashion has put its best foot forward and currently leads the way.

However, ecommerce brands that sell everything from cars to fresh foods are gaining traction.

How Marketers Can Use Live Commerce To Create Value

When you consider the current and future growth of live shopping, you quickly see how much potential there is to improve brand awareness, sales, and revenue.

Even greater benefits exist for marketers who embrace live commerce, including greater online efficacy and engagement, all at a much more affordable price tag.

Here are more benefits to marketing through live shopping events.


I have found that live commerce can help marketers reach their objectives in these ways.

Quicker Conversions

Live shopping is hugely entertaining and engaging.

As a result, viewers watch longer.

This helps accelerate the customer decision-making journey from awareness to conversion.

Seeing other like-minded viewers purchase the product in real-time can drive down objections and uncertainty.

Additionally, scarcity tactics like limited offers and coupons help create a sense of urgency in the viewer.

This massively increases conversion rates – with some reporting increases of up to 30%.

This is ten times more than traditional ecommerce metrics.


Greater Brand Appeal And Differentiation

Live commerce can increase a brand’s appeal and distinguishability when executed properly.

It can also push additional traffic to its website.

Better Discoverability And Website Traffic

Live selling is one of the easiest and fastest ways to increase website traffic and discoverability.

Whether you host the live stream event on your website or direct viewers to the site from a livestreaming platform, you ultimately increase your website traffic and the chances of completing a sale.

Your discoverability also determines visitors to your website; if they do not know you exist, they will not visit and buy.

You greatly increase your discoverability by opening up your content to potential buyers on those social platforms through livestreaming.

Heightened engagement through personalized marketing.

Making a sale isn’t the only reason to stream ecommerce; it’s also an opportunity to connect with your customers.


Considering that most marketers struggle to make big brands more approachable and engaging, this is a lifesaver.

Livestreams immediately inject the human touch into your product and offerings.

Suddenly there are trusted names, beloved personalities, and community input that endorses the product on the streaming event.

This brings welcome relief and credibility to your ongoing customer service or sales reps’ activities.

Top Tips For Hosting A Livestream Shopping Session

As a marketer, it is important to understand the fundamentals of livestreaming shopping before launching a campaign.

There are no shortcuts; you must map out a clear strategy before deploying tactics.

Identifying who your audience is, their demographics, points of pain, preferred platforms, and customer journey are all part and parcel of effective campaigns.

Your marketing strategy will also need to answer the following questions.

  • Will we do this in-house, or do we bring in livestreaming marketing experts?
  • What livestream platform are we using? Are we hosting the event on our website like Nordstrom? Or are we hosting our social media platform? Which one is our favorite?
  • Are we investing in the gear and technology ourselves, or are we using a SaaS solution?
  • Are we including an influencer, or are we going to bank on our own brand’s pulling power?
  • Is this a once-off test, or are we doing this regularly?
  • What product are we promoting?
  • What content are we producing?
  • Are we recording this for playback later? (The answer should be yes, as this is a powerful marketing tool.)

I know. These are hefty questions.

But if you attempt to go into this unprepared, you could do your brand more damage than good – and on a live stage.

If you want to test the waters, I recommend you partner with marketers who have done this before and use streaming platforms focused on this form of commerce.

That way, the time, money, and resource investment is relatively low in proportion to the risk exposure.

Once you have done this, you get to work marketing the event.

This is standard “Event Marketing 101,” and you do your due diligence: Google Ads, social paid media, free newsletter subscription, influencer marketing, you name it.


While livestream shopping is still relatively in its infancy in the retail industry, all metrics point in the same direction: Up!

For marketers who work for ecommerce brands who want the benefits of hosting a live selling feature or livestream event, this channel and tactic are the way to go.

Benefits are clear, measurable, and repeatable when done well.


For those new to live commerce, experimenting with an event might be the way to go.

In this case, it is well-advised to rope in external resources with experience in this area to minimize risk and maximize your return.

More resources:

Featured Image: aslysun/Shutterstock

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Website Organization Best Practices For Law Firms



Website Organization Best Practices For Law Firms

Reaching the top of the law firm search results can be intimidating. Focusing on site architecture is an essential step toward creating a top-ranked search presence.

Virtually every aspect of search optimization, from content to user experience, depends on a site architecture that makes it easy for site visitors to find what they’re looking for and is flexible enough to accommodate adding more topics should the need arise.

Accomplishing this requires a deep consideration of site navigation to make the important sections of the site one click to two clicks away from the homepage.

Website architecture is a part of what’s known as the internal linking structure and can also include how information is organized, which means the content.

Google’s John Mueller emphasized that internal linking is important.

Mueller said:

“…internal linking is super critical for SEO.

…it’s one of the biggest things that you can do on a website to kind of guide Google and guide visitors to the pages that you think are important.”


Mueller also said that internal linking is an opportunity to tell Google which pages are important, thereby indicating what the site should rank for.

“You can decide to make things important where you earn the most money or you can make things important where you’re the strongest competitor or maybe you’re the weakest competitor.”

This article will introduce three fundamental elements of site architecture that can contribute to higher search performance.

Website Architecture: Page Organization And Links

Let’s take a few moments first to discuss website architecture and why the user experience (UX) segment is important for getting ranked.

The Importance Of Website Architecture To SEO

You already know that SEO content and your website structure should be constructed for people over search engines.

However, it just so happens that what is good for users is also good for Google.

So, all the most important aspects of an expertly crafted site architecture will contribute to a better user experience and make the site easy to understand for Google.

A well-organized website will be easy for users to get around.

From the homepage, they will be able to access a host of other resources that are located just a few clicks away.


And that point is important.

You don’t want to bury important webpages multiple clicks away from the homepage or not have anything on the homepage that links to them at all.

Google’s web crawler will have a hard time finding those pages, and the pages will likely not rank very well (and probably no one will ever actually see them).

Another benefit of well-organized website architecture is that the internal linking spreads PageRank around the website.

If your local service pages all link up one level to your main service page for bankruptcy, business, or whatever kind of law you practice, you are telling Google that that primary service page is important, optimized, and worth ranking highly.

So, now you know why you need to put the time into organizing a straightforward and tidy website architecture.

Aspects Of Effective Law Firm Website Architectures

It’s important for any business in any industry, but now, let’s look at how law firm websites should structure themselves for maximum organic results.

Main Navigation


Your website’s main navigation must be concise and clear in its layout since that is what potential clients will use to get around your site to see your services.

You must organize the navigation in a logical, top-down way. A “Services” or “Practice Areas” tab should drop down to a menu showing organized columns of your legal specialties.

Any kind of “About Us” or “Our Firm” tab can break down into a few sections that perhaps provide a history of the firm or state your organization’s mission.

Law firms are known as service-based organizations.

Instead of hundreds of product pages with little descriptions, your website should ideally feature:

  • A homepage.
  • As many main service pages as necessary to describe what your firm does.
  • An informational content section.
  • A contact page.
  • An “About Us” section where you profile your attorneys and profess your firm’s values and mission statement.

Those are the essential elements of a quality law firm website, but how do you structure them on the site itself and link among them?

URL Naming Conventions And Structure

I have reviewed the importance of getting your main navigation and internal links correct.

Next is an overview of the importance of creating a simple but informative URL structure for the pages on your website.


It is vital to get this right because you aim to tell human users and search engines alike what your pages are about through the structure of your pages’ URLs.

The general advice on creating URLs is to remove excess words and include some keywords to be as descriptive as possible in the least amount of words.

Your URLs should reveal what will be found on that page.

Keep it simple.

Look at these examples:

For a blog post, make the URL a simpler version of the actual title.

So, your post entitled “10 Great Ways To Succeed In Business On A Budget” might be:

While you’re at it, be sure to add canonical tags to your URLs on the back end.


That way, if there’s a chance a page could be picked up using multiple terms, Google knows where to direct people.

Information Architecture: Content Organization

Create A Descriptive And Helpful Homepage

The homepage needs to do many things, such as inspire trust, make it easy to contact the business, plus serve as an effective entrance to the rest of the website.

How is this accomplished?

Focusing on what will help users the most is the best approach to creating the best home page.

There are four communication goals:

  1. Communicate what the general topic of the law practice is (i.e. of the entire site)
  2. Describe what the top major topics of the business are
  3. Make it easy to reach all the major specific sections of the website
  4. Use keywords that users would use

General Topic of the Law Practice

Businesses are said to be organized by verticals. A vertical market is simply what kind of business it is serving.

So the first goal of the homepage is to communicate what vertical market the law firm serves.

In the legal profession, typical verticals can be:

  • Bankruptcy law.
  • Corporate law.
  • Criminal defense.
  • Estate planning.
  • Family law.
  • Etc.

A law firm that is focused on family law can use that as the description for the topic of the entire site. Because most law firms serve a geographic region, that information is also used as part of the general description, the overall topic of the website.

So if the website is a family law attorney based in Springfield, Massachusetts, then the home page of that site should communicate that information from the title tag of that webpage what that vertical market is.

Family Law Attorneys - Springfield MA - Example Law Firm

The job of the homepage is to rank for that general term. It’s the job of the inner pages to rank for the more specific areas like child custody, divorce, pre-marital agreements, etc.

Describe Major Topics of the Business

The second goal is to describe the different areas that the business serves, for example:

For example, suppose the website is about personal injury in City A.

But now, it must also describe very briefly (and even link to) the specialties within that personal injury vertical.

Examples of Specialties Within the Personal Injury Vertical

  • Motorcycle injury.
  • Medical malpractice.
  • Car accidents.
  • Brain injury, etc.

Link to Major Sections of Site From Homepage

Third, it’s super important to link to as many of the inner sections of the site that correspond to the specialties within the legal vertical that the law firm serves.


This can be done from the top of the page navigation menu. And it can also be accomplished from somewhere within the body of the homepage.


Top takeaways about keywords and the homepage:

  • Always use the words that your potential clients tend to use.
  • Organize the webpage according to the most popular reasons why clients tend to call. If most calls are about slip and fall, list that as the first practice area. If the next most popular reason for calling is a brain injury, then make that the second section. This makes it easy for most site visitors to find what they’re looking for.
  • Use images that contribute to communicating your message (this breaks up the page and makes it easy to scan).
  • If possible, A/B test using user experience analytics like Microsoft Clarity to identify pain points that site visitors might encounter. An example of a pain point can be if site visitors are “rage-clicking” certain links or areas where they expect to find links.

More reading on keyword research:

Client Reviews

Next, remember that you are a service-based company that must rely on customer reviews to gain traction in your geographic area.

You should devote a block of your homepage to displaying five-star customer reviews with brief blurbs praising the legal services you provided.

Those reviews will help to generate trust among new visitors to your site.

Homepage Internal Links


Related to the main navigation is the internal linking you do in your homepage content.

You already know that homepages should not be loaded with written content, but small blocks can briefly describe your service areas and link to them using keywords.

That internal link structure is vital. Everyone knows homepages are important; Google does, too.

The pages you link to from there are going to be easily crawlable. They will also be easy for actual human users to get to.

Color Scheme

Colors matter on a website.

The use of colors can affect the choices that site visitors make.

  • Visually contrasting colors are best for call-to-action elements.
  • Blue conveys trustworthiness and authority.
  • Always check if the color choice has sufficient contrast for color-blind site visitors.

Law firm websites looking to convey auras of professionalism should avoid bold, vibrant colors in favor of lighter schemes.

Create Above-The-Fold Content

Website architecture is generally considered internal linking, but I include information organization into the site’s architecture as well.


Above the fold is a way of saying in the main block of visible content.

With a law firm website, you don’t want to get too fancy or obtuse with presenting your content.

Users come to your site for help with their legal troubles, and those people are probably worried and hoping they can trust you to help them.

Reward their effort in visiting your site by making it clear that you are there for them.

Do this by presenting your most important content in the first block of content that is visible to site visitors.

Don’t make users dig around to find the information they need, like that service page explaining how you have helped thousands of people declare bankruptcy or that blog post showcasing your knowledge of recent tax-resolution cases.

Depending on how your homepage is organized, present some links to those service pages, a contact form, or some reviews to establish trust right away.

Sticky content is a good idea, as well.


Videos, forms, and surveys get people to stick around your homepage longer than they otherwise might, so don’t rule out those elements.

Whatever you feel is most important to your firm, make it one of the first things users see upon arriving on your homepage.

Essential information presented above the fold is necessary for well-made website architecture.

Final Thoughts

A law firm that performs quality work on behalf of clients needs to be able to reach every site visitor and convert them into a client.

The best way to accomplish that is to organize the information on the website in a manner that makes it easy for site visitors to quickly scan the homepage and find the exact topic.

That makes it easy for search engines to identify what the entire site is about and, consequently, may begin ranking the inner pages for the more granular search queries.

Identifying the best user experience for site navigation will always make it easier for the site to achieve maximum search performance.

More Resources:


Featured Image: fizkes/Shutterstock

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