From Exposure to Orders: Optimizing Douyin Live-Streaming Conversion through Standardized Operations and CTA Design in a Regional Bakery SME

Douyin live-streaming commerce has become an important channel for regional small and medium-sized enterprises to reach customers, display products, and generate online sales. However, attracting viewers into a live-stream room does not necessarily lead to completed orders. Many firms continue to face a practical conversion gap, where online exposure is achieved but viewer retention, product clicks, add-to-cart behaviour, and final purchase outcomes remain unstable. This paper discusses how Douyin live-streaming conversion can be improved through standardized live-streaming operations and structured call-to-action design. Drawing on the context of Siwei Te Foods Ltd., a regional bakery SME, the paper adopts conversion rate performance as the key outcome and reviews the role of live-stream SOPs, product selection, CTA display, brand building, market positioning, and marketing channel integration in shaping viewer movement from exposure to order. The StreamFlow Blueprint is discussed as an operational approach for stabilising live-stream preparation, session flow, role allocation, and post-stream review, while ActionPulse is positioned as a practical mechanism for guiding CTA timing and purchase prompts. By linking internal live-streaming routines with observable conversion outcomes, this paper contributes to digital marketing and social commerce literature and offers practical implications for SMEs seeking to strengthen online sales performance on platform-based live-streaming channels.

Douyin live streaming, online conversion, conversion rate performance

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