When you’re planning a launch for your programme, it’s easy to focus solely on sales.
But if you measure your launch success by sales alone, you’re missing most of the picture. Even if you didn’t get the number of sales you were hoping for, your launch could be growing your business in many other ways.
Tracking all your launch metrics will help you stay motivated and excited for the next one. Plus, it will help you see where you can make improvements at every stage of the process. And that’s what will drive more sales next time.
Here are four key metrics to measure your launch success.
Email list growth
There are loads of ways you can grow your email list during your launch.
Promoting a freebie (PDF download, template, MP3 recording) with an email sign-up
Running Facebook or Instagram ads for your freebie or launch event
Collaborating with a related business with an relevant audience
Offering a mini training with an email sign-up for access.
Growing a healthy, relevant email list is key to the success of your future launches, so time and effort spent getting new email sign-ups is always worth it.
Email Engagement
As part of your launch you’ll have been sending plenty of emails to your list. So how did they perform?
How were your open rates?
Which subject lines performed best?
Did your audience click on the links in your emails?
Which types of links worked best? (buttons, links within the text, links behind images)
Did your audience reply to your emails?
What was the call to action in your email? (sign up for webinar, book a call, buy). Which email got the best results?
A quick analysis of your best and worst performing emails will give you great info about the emails your audience like best. Do they respond best to longer emails, or short? Do they enjoy story-based content, or tips, or testimonials?
Webinar attendance
So you got sign-ups to your launch event (webinar or masterclass, for example) - but did people actually show up? Not everyone who signs up will show up live, because even with the best intentions, life can get in the way. But a good reminder email sequence which keeps the excitement going can make a big difference. If you had more no-shows than you’re happy with, try tweaking your reminder emails.
Webinar drop-offs
How many people stayed till the end of your webinar?
Was there a particular point in your presentation when people started to drop out?
Use this info to help you to level up your webinar content for next time, so your audience will want to stay till the end. It’s a great idea to “tease” a really valuable tip you’ll be sharing later, to keep people watching.
This is especially important if your pitch is at the end of your presentation!
Discovery calls booked
Depending on your offer, a discovery call might be a crucial part of your sales process. So, how many calls were booked during your launch? Were they booked from your sales page, or from your “cart open” emails? And how many of those discovery calls resulted in a sale?
All of these measures can help you improve your launch next time.
Better launches every time
Measure your launch success using all of these data points next time, and you’ll see exactly what to do to get even better results.
And if you need help with planning your next launch, get in touch for a chat.