The sales cycle and conversion rate on TikTok, especially for cross-border sales, can vary significantly based on the industry, product type, target audience, and campaign strategies employed. However, I can provide you with some general insights into these aspects on TikTok:
Sales Cycle on TikTok:
- Awareness: This is where potential customers first become aware of your product or brand, often through a viral video, influencer collaboration, or paid advertisement.
- Interest: Users might engage with your content by liking, sharing, or commenting, indicating they have some level of interest in your product or brand.
- Consideration: At this stage, users may visit your TikTok profile, explore other videos you’ve posted, or click through to your linked e-commerce website or TikTok shop.
- Intent: Users add products to their cart, interact with chat features for inquiries, or follow your account for updates and future purchases.
- Purchase: The user finally makes a transaction. On TikTok, this can occur directly within the app (for brands that have set up in-app shopping) or through an external e-commerce platform linked from the app.
- Post-Purchase: After-sales support, product reviews, and feedback come in this phase. A positive experience can lead to repeat purchases and user-generated content, which can further influence new potential customers.
Conversion Rate:
The conversion rate is a critical metric that denotes the percentage of users who take a desired action (like making a purchase) after viewing or interacting with your content. As of my last update in September 2021:
- TikTok’s average conversion rate for direct response ads was estimated to be between 1% and 3%, but this can vary widely based on factors mentioned above.
- Brands leveraging influencers or key opinion leaders (KOLs) might observe higher conversion rates due to the trust and authenticity influencers bring to their audience.
- Premium or high-ticket items might have a lower conversion rate than cheaper, impulse-buy products.
To truly understand your sales cycle and conversion rate on TikTok:
- Analyze Data: Use TikTok’s built-in analytics tools and any other third-party solutions you might be using to gather detailed insights about user engagement and sales.
- A/B Testing: Run multiple campaigns with different approaches to see which resonates most with your target audience and results in higher conversions.
- Feedback Loop: Engage with your customers and audience to get feedback, which can offer direct insights into their decision-making process and purchasing behavior.
Lastly, it’s crucial to note that TikTok, like other social platforms, evolves quickly. It’s essential to stay updated on platform trends, algorithm changes, and user behavior to adapt and optimize your sales strategies effectively.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
