We’ve discussed how TikTok shops operate from the seller’s point of view on our TikTok business analytics. Now, let’s switch gears and explore the steps a buyer experiences when shopping on TikTok.
On TikTok, our first interaction with users usually starts with them watching a video we’ve posted. So, step 1 in the shopping process is when users watch a video. When they come across a video on TikTok and really like the product featured in it, that’s when the next step kicks in — sparking their interest.
Step 3 is when users follow the video’s guidance to either visit our profile or click on the shopping cart. After that, in step 4, users might click on profile or product links. Moving forward to the step 5, users land on the product page. With the help of product descriptions and service assurances, they’re motivated to make a purchase. And lastly, we’re there to offer post-purchase support.
When seen from the user’s point of view, the transaction process might seem brief. However, in reality, each step is intricately connected, and every guidance requires thoughtful design by the business. Omitting any part along the way can prevent the transaction from being successfully completed.
We can look at each of the step with more detail.
Watch a video
Initial Video Interaction On TikTok, our initial interaction with users begins through the videos we share. This marks the first step in the shopping journey. When users come across one of our videos on their TikTok feed and find themselves captivated by the featured product, their interest starts to ignite. It’s at this point that their journey into potential shopping begins.
Sparking Interest
Once the TikTok shop buyer is drawn to a product showcased in a TikTok video, we move to the next step, which involves sparking their interest. This is the pivotal moment where users become intrigued by the product’s features, benefits, and potential value to them. The combination of engaging visuals and compelling information presented in the video contributes to this phase.
Profile/Cart
As our TikTok shop buyer’s interest deepens, they are guided by the video to navigate further. This leads us to step 3, where users follow prompts to visit our profile or directly access the shopping cart. This phase aims to maintain their engagement by offering a seamless transition from the initial video to more detailed information about the product.
Product links
In step 4, the TikTok shop buyer proceeds to explore more detailed content. They may click on profile links to gain a better understanding of the brand and its offerings, or they might click on specific product links to access in-depth information. This step encourages users to invest more time and attention, increasing the likelihood of conversion.
Purchase
As users delve deeper into the product’s details, they land on the product page, signifying step 5. Here, the comprehensive product descriptions and assurances regarding service quality play a crucial role. This step is about building the final push towards a purchase decision. The combined impact of the product’s attributes and the trust established in the preceding steps leads users closer to making a commitment.
Post-Purchase Support
Finally, after users complete a purchase, our role continues. In this last step, we provide post-purchase support, ensuring that the user’s experience remains positive. Addressing any concerns promptly, offering assistance, and delivering a seamless post-purchase journey helps to foster trust and loyalty.
Grasping this part of the user journey is essential in tackling the question: “I have a popular video with millions of views, but no sales. Why?” The reality is, having a video with many views doesn’t guarantee significant sales. Many steps in between influence users’ purchasing choices.
So, when we’re doing TikTok e-commerce and product promotion, it’s important to have a clear plan, understand each stage, and connect them smoothly. This will naturally lead to a complete loop.
Find more about TikTok recaps, or How to Make a Top Quality Video.
