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Analytics are essential to iteration and optimization of your live events. When hosting these events on your own website, you have access to a robust set of data not provided by third-party sites.

For live shopping, effective campaigns hinge on three key factors:

1. Attendance
2. Content
3. Revenue

Social Chat offers rich data for all three factors, summarized in an analytics dashboard giving insight into RSVP channels, sales drivers, and content optimization.

1. Attendance

With an average attendance rate of 40-44%, it’s always best to collect as many RSVPs as possible. Social media, email, on-site pop-ups, and SEO are among the many effective channels that help drive traffic to your event page to get more RSVPs.

Social Chat’s Analytics Dashboard provides a holistic view of your RSVP Channel conversion, giving you insight into total event page views and RSVP conversion so you know which channels are delivering customers who convert.

Moreover, our sharable links feature offers tracking for any type of event outreach so you can differentiate between your social campaigns, blog posts, email channels, influencers, and more.

2. Content Optimization

If you are just getting started, and don’t have analytics on previous live events, don’t worry! Come up with a loose plan of what topics you’d like to discuss during the stream. The nature of live events is spontaneous and authentic, but the best live events have a clear theme, topic, or message.

As you run more events, you will become more confident and naturally your content will continuously improve. Supported by Social Chat’s analytics, you’ll be able to track minute by minute engagement of live events so you know exactly what content is converting.

Hiring influencers or professional livestreamers? No problem! With Social Chat, you’ll be able to compare the performance of each host so you know which host brings the most viewers and rakes in the most dough.

3. Revenue

Once you have an understanding of RSVP drivers and content optimization, the next step is to look at revenue metrics. While real-time engagement metrics and RSVP conversion are great to see, revenue attribution is what really grabs leadership attention and drives the program forward.

Social Chat’s dashboards allow you to see how your live commerce events are doing on a company level, as well as revenue attributed to each individual stream. Additionally, you can see a breakdown by channel or by action type. You will have access to Average Order Value and Add to Cart rates right next to Total Revenue and Video Views – saving you time from stitching all the data together from the siloed sources.

Summary

Analytics are a valuable tool for improving your live shopping event strategy. By analyzing data such as RSVP conversion, host performance, and revenue drivers brands can increase attendance, optimize content, and maximize revenue from their live shopping events.