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5
min read time
September 11, 2024

6 key questions to ask before you "Go Live"

6 key questions to ask before you "Go Live"

If you want your Live Shopping event to be successful - and we all do - start by asking yourself these 6 key questions to understand better what you're selling and why your followers should care.

6 key questions to ask before you "Go Live"
Table of Contents

If you want your Live Shopping event to be successful, it is key that you answer and consider the big questions of what & why?

For example, why should a customer tune in to your live event? Why should a customer buy this product from your live event, right now? What products do you want to sell and what makes them so great? What do you want to tell customers about your brand? What do customers need to know aout you, the person selling the products?

The reason we go ‘live’ is to lift the products off the shelves of your store or off the screen on your website and bring them to life.

Through video, we can show customers selling points that they may not understand just from walking by in a shop. We can demonstrate how products work, on their own and together with other products. There is the opportunity to upsell products, show unique design features, and go into further details beyond what is in front of them.

Going live gives you a chance to show that a light bulb, a magic moment that will convert them from a viewer to a customer.

To simplify the process of finding that magic in your lives, here are 6 questions that you should aim to answer during the planning and execution of each of your live shows.

#1 Why buy from us?

Why should a customer buy from your brand during this live event? Also, ask yourself what separates you from other companies and what makes your offer exclusive.

Some examples of addressing this are:

  • An exclusive launch (be the first to get your hands on the product, not available anywhere else
  • An unique offer only available from the live event
  • Over-the-top incentives (free shipping, split payments, membership discounts)
  • Bundling that you can't get elsewhere (buy ‘this’ today and receive this free gift)

The bottom line is to figure out what alue your brand offers that no one else can.

#2 Why buy now?

What’s the urgency to buy during the live show? Why should I buy this product now and not next week?

Some examples for creating a sense of urgency include:

  • Limited time offers just for the live events
  • Limited stocks of the offer (if customers miss it, they miss out! When it’s gone it’s gone!
  • Be the first to own a product (great for product drops)

#3 Why buy at this price

Why is the price on these items a fantastic offer? Are they cheaper than in stores or other retailers? Is the price exclusive to the live event and only for a limited time? Does the retail price show incredible value without a discount?

Examples of this include:

  • % savings
  • € savings
  • best price in market
  • price shows incredible value (e.g. 10 items for €10, just €1 an item)

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#4 What's the product?

What are the unique selling points of the products you are selling? What does it do, and how does it work? What sets it apart from just seeing the product on a shelf? What is included with the product?

For example:

  • In the box, you get this and this... but wait, there's more!
  • If you buy today, you will also receive this and this

This is your opportunity to showcase the product's value to the customer without discussing the price.

#5 What's the story?

Every product has a story, but rarely does it get told properly on your store shelves or website. This is a great opportunity to showcase your brand! Think about sharing the story behind your brand and showcasing how that's reflected in the products you are presenting. Can you walk the viewer through the process of creating these products?

Other storytelling opportunities might include:

  • Dive into the purpose behind creating these products - the inspiration and use cases.
  • Talk about how your products solve a specific problem.
  • Hightlight how this product complements your existing or previous product offerings

#6 Who's the storyteller?

Your live show should have a product expert; they are the ‘glue’ that brings all the above 5 points together.

Also, think about who the guest is? – make sure you introduce yourself! Also, focus on building trust and credibility to give the customer a good reason to trust them. Guests are part of the live show to educate customers, to build brand loyalty, community and trust with your customers. A good guest is key to success.

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Sam Gollings
Business Development at Sprii
Author
Sam Gollings
Business Development at Sprii

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Sprii in Action

During a Live Shopping event, Sprii automatically replies to comments, creates orders for your customers, sends them a link to their basket, and handles payment and shipping.

5. Create hype & excitement during your events

The beauty of Live Shopping is that it can be used in so many ways. This is particularly valuable during Black Friday and Cyber Monday when businesses are looking to engage their viewers in as many ways as possible.

Here are 3 ways to create hype and get customers excited about your Black Friday events so you can achieve your revenue goals.

5. Create hype & excitement during your events

During Black Friday and Cyber Monday, potential customers often experience an intense pressure to participate in the shopping frenzy, driven by the fear that they will miss out on the best deals and discounts if they don't join in.

Live Shopping enables viewers to make purchases instantly while watching the stream, which can be especially effective during Black Friday and Cyber Monday when time-limited deals are available. This instant purchasing capability can drive sales during Live Shopping events.

With Live Shopping, consumers get the personal assistance of an in-store shopping experience and the convenience of being able to shop from the comfort of their own sofa or favorite coffee shop.

Viewers can get information from the retailer in real-time by asking questions directly in the Live Shopping event.

During a live show, viewers can ask questions and get answers in real-time. Even better, they can interact with each other and share their experiences with your products.

AspectTraditional E-Commerce JourneyLive Shopping Journey
Marketing ApproachHigh ad spend and several channels to attract shoppers to webshopLeveraging existing social media followers
NavigationRequires navigating through a static webshop to find products.Requires nothing more than watching a live video to discover new products.
Product PresentationProducts are presented through static images. Products are presented in a live video by engaging hosts.
Customer ExperienceFeels like a business transaction.Feels like a personal connection.
Engagement and InteractionLimited to static product descriptions, images, and occasional customer reviewsOffers real-time interaction between hosts and viewers, allowing for immediate Q&A, live demonstrations, and personalized recommendations
Customer ExperienceCustomers independently navigate the webshop and make purchase decisions without help.Customers are guided through products, receive helpful information, and can ask questions as well as see what others are writing and asking.
Conversion RatesRelies on well-designed websites and optimized marketing funnels to convert visitors into buyers.Often achieves higher conversion rates due to the sense of urgency and interactive nature of live events.
Customer Acquisition Cost (CAC)Higher CAC due to extensive marketing efforts across various channels.Typically lower CAC by leveraging social media followings and organic engagement during live events.
Return RatesHigher return rates due to customers not fully understanding the product before purchase.Lower return rates as live demonstrations provide a clearer understanding of the product, leading to more informed purchasing decisions.
Time to sellCan range from hours to weeks or even months. Often much quicker, ranging from minutes to hours.
Metric Traditional E-Commerce Live Shopping²
 Avg. Conversion Rate 2.5%³  Up to 60% (Sprii Data)
 Avg. View Time 54 seconds⁴ 20+ minutes (Sprii Data)
 Avg. Checkout Rate 45%⁵ 60% (Sprii Data)
 Avg. Return Rate 20-30%⁶ Under 10% (Sprii Data)
 Avg. Customer Acquisition Cost (CAC) +€50⁷ 0*
 Avg. Sales Cycle Hours, weeks, months Minutes