I want to look at all of the numbers along the entire launch journey,
not just that final number of how many people signed up or what that overall
launch conversion rate is, And then at each step I ask, okay,
what could we do to improve this? What worked, what were the strong
points? And then what were the weak points that we can improve upon?
Because it's no good to just say, well, no, I need to
make my launch convert better because your launch has so many different parts to it.
There's so many moving pieces, and each of these moving pieces can influence
that overall conversion rate. Welcome to Imperfect Action. I'm Steph Taylor. For
years, I read all the books, downloaded all the freebies, and did
all the courses, but it wasn't until I started taking imperfect action that my
business had its first million dollar year. Imperfect action is about doing things before
you're ready, prioritizing consistent action over perfect action, and moving forward even when
you're not sure you're doing it right. On this show, you can expect
mindset advice, actionable marketing tips and strategies to build a business that brings you
more profit, more freedom, and even more joy. Are you on the
list to get my daily businesses. Every day I'll send you a bite sized
prompt designed to help you grow your business in a more intentional way. Sign
up at Stephtaylor dot co, forward slash DBB, or at the link in
the show notes. Hey, welcome back to some Perfect Action. This is
episode seven hundred and twenty eight. Today I'm doing a mini debrief of my
most recent course launch, What worked, what didn't work, and what I
learned from it, because I think sometimes you can really benefit from listening to
somebody else break down the behind the scenes of their business and their launches.
And I know that there's a lot more to a launch than just how many
people signed up at the end. Like, if you've only ever learned one
thing from me about launching, let it be that there is so much more
into what goes on and what's working what's not working than just that end result,
the dollar figure or how many people signed up. So what did I
launch? What are we reviewing? So I recently launched my four week crash
course to fill your audience with people who can't wait to buy from you,
called booster brands super fans, and this course is always open. So this
was a particularly interesting launch because I had previously live launched it back in twenty
twenty two, but I hadn't had time to launch it since, so this
time I ran a live launch because doors are always open. It wasn't a
doors open, doors closed kind of live launch, but there were bonuses and
a live Q and a live Q and a calls, four of them that
if you wanted to attend all four calls, you had to sign up by
a particular date. Now, those calls aren't usually part of the pro so
that was like a nice, juicy bonus for somebody to sign up. Now,
if you missed Booster brand superfans and you're like, oh, that sounds
kind of like what I want, Like I want to grow my audience and
I don't want to have to twork on TikTok and run loads of Facebook ads
to do that, you can still sign up. There is one last Q
and a call left to go next week if you're listening to this episode as
it goes live, So if you sign up for it now, you will
still be able to attend that Q and a call next week. You can
find all of the details for this at Stephtaylor dot co, slash BYBS,
or you can send me a DM on Instagram. I'm there at Stephtaylor dot
co. Send me BYBS and I will send you the link to get all
of the details for that program. Okay, So when I'm reviewing a launch,
I want to look at a couple of key points. And I do
this with my own launches, but I also do this with my strategy intensive
clients who have launched previously and they're coming to work with me for a launch
strategy on their second launch or launch even right, So I look at a
couple of different things. First of all, I want to look at all
of the numbers in a spreadsheet, so everything from how many people viewed the
webinar registration page, how many people signed up for the webinar registration, how
many people attended live, how many people converted live. I want to look
at all of the numbers along the entire launch journey, not just that final
number of how many people signed up or what that overall launch conversion rate is.
And then at each step I ask, okay, what could we do
to improve this? What worked? What were the strong points? And then
what were the weak points that we can improve upon? Because it's no good
to just say well, I need to make my launch convert better. Because
your launch has so many different parts to it, There's so many moving pieces,
and each of these moving pieces can influence that overall conversion rate. So
instead we need to narrow down which parts specifically do we need to improve upon,
and once we know where to improve, then we can improve it.
But we first need to know where. So I always always send a non
buy a survey to everyone who clicked through to view the sales page. So
clicked on an email to view the sales page but didn't end up buying,
I send them a non buy a survey to find out what stopped them from
buying, and some interesting things that came up in this one that we just
sent out. One big common thread that came up was I'm doing too many
other courses at the moment. This came up multiple times, and it shows
me that I need to be really clear on how you know my courses.
Anyone who's done my courses will tell you they are action. They're not long
training videos where you have to sit for forty minutes at a time to learn
something. It's like five to ten minutes and then go and implement this.
That's how I teach so I know I need to potentially demonstrate that a little
bit more in future launches. I need to show them how it's not about
learning, but it's more about guiding your actions so that you are getting those
great results and potentially even including extra bonuses that would help somebody to make implementation
easier or save them time in the process of implementing what they are learning.
Another one that came up was interesting, So somebody, a couple of people
actually said something along the lines of, well, you're anti social media,
you're not a big fan of social media, and yes, like I'm not
a huge fan of social media, but I still what I teach in Booster
Brand Superfans can apply to any platform. So the reason why I say,
well, it's you don't have to be on social media is because I genuinely
believe you don't have to. But if you want to, or if your
audience is there, then you can still apply the structure and the frameworks that
I teach in the course to whichever social media platform you are on. And
those couple of sentences that I had from those people shows me that maybe my
messaging was clearer enough on Hey, this can actually be used regardless of what
platform. It's not platform specific. The next one that came up was I
didn't know what to expect. This came up a few times, and that
shows me that maybe I need to be a little clearer in my sales copy
about what's actually involved. I maybe needed to add some more detail to each
module and lesson outline. Another one that came up a few times, and
this comes up with pretty much every offer that I launch, is I need
to figure it out on my own first. And this always reminds me,
oh, I can be clearer in joining the dots on you know how this
course is going to save them time figuring it out, how this course is
going to help them grow their audience faster, so that they can grow their
sales faster. Joining the dots between what I'm selling them and how it's going
to benefit them by using my course rather than trying to figure it out on
their own do it themselves. It always comes up is budget. I didn't
have enough money. I couldn't afford it right now, I've spent too much
on other courses this year. That's fine. That just tells me that I
probably didn't show them why they need to prioritize it right now, and maybe
I could have done a better job of connecting the dots between this course and
how it's going to lead to sales in their business, right because you can
if what you've done to this point doesn't generate those sales, then maybe you
need to try something different. And that's somewhere where I could be a lot
clearer in connecting the dots. You know, you've got to try something different
to have a different result. Okay, So those are some of the core
messages that came out of that non buyer survey, and you can see from
that how I've realized, like, this is some of the things I need
to improve in my messaging next launch so that my audience can understand like,
oh this is a good fit, or if it's actually not a good fit
for them, then they can quickly see, oh this isn't a good fit
for me. Messaging is so, so so important when it comes to your
launch. So even if you had a terrible launch, nobody signed up and
you are like, oh, I don't want to ever look at this thing
ever again, nobody wants it, still send that non buy a survey because
it might not be that nobody wants it it might just be that they didn't
understand what you were selling, or that they weren't quite sure if it was
going to be the right fit for them. That is where we learned from
that non buy a survey, and we always send ours out about seven days
after doors closed while it's still fresh in their mind. Okay, so what
worked in this launch? Now, this launch in general, I'm pretty happy
with it because, you know, after having had this course available for buying,
like for twelve months, it was on the website for about more than
twelve months, and we haven't really talked about it. I haven't had time
to launch it and tell anyone about it, so it's just been sitting there
on my website and hardly anyone had bought it in between launches. So it
was quite nice to see, like, oh, actually people do want this.
I just need to tell them about it. I just need to launch
this a little bit more often so that I'm really happy with that. The
webinar worked beautifully in this launch, So we had over a thirty percent live
shop rate, which you know, thirty percent is what I consider a really
good live show up. So thirty percent of the people who registered attended live
and at the moment, I've noticed even in my paid programs, live showups
have been down quite a lot because everyone just has so much in their calendars.
So to be able to get such a great live shop for a free
master class, yeah I know something. We did something right there, and
then all of those people who showed up more than ten percent converted live in
that webinar room. More than ten percent of the people who showed up purchased
the course while I was teaching that masterclass. This all tells me the topic
I taught was great, the sales pitch was good, and my fast action
bonus was compelling enough that they decided, hey, yeah, I want to
take action right now so I can get this extra bonus that I can't get
if I sign up later. Another thing that worked quite well was not showing
up on Instagram during the launch. So I came into this launch pretty exhausted
from a few massive months, and social media just exhausts me so much.
Like I just didn't have the energy to really show up on Instagram in this
launch. Didn't even have the energy to like brief my team on what content
to create for me, So we really just shared masterclass promo and then relied
on cut open emails to the email list to sell this course and it worked.
So yeah, maybe we could have converted a few extra people if I'd
been active on Instagram, but you know what, I think it was worth
it to not have to put that extra amount of energy into it. And
then the other thing that worked really well was all of the launch content that
we shared outside of Instagram. So in the lead up you might have noticed
on this show, I was sharing a lot of content around organic audience growth,
and that content is very strategically designed to bridge what I call the magician's
gap, which is a concept I teach inside Launch Magic. The magician's gap
is this gap between where somebody is now and where they need to be to
be ready to buy your offer and my launch content. I know that I
did a really great job with this. The messaging was really cohesive. I
had a lot of comments from the audience and people who signed up for my
course who are like, oh yeah, your free content. That really shifted
my perspective on growing my audience. That for me is a sign that yet
that worked. I did a good job with that. What didn't work,
Okay, what didn't work? So I know we can. We can learn
a lot from the things that worked, but sometimes the more painful aspect of
the launch is to look at what didn't work, what can we improve next
time? And the second half of cart Open just didn't convert as well as
the first few days, so was seven days long and most of our sales
came in the first two or three days. Now, this could be for
a couple of reasons. It could be that my most engaged people, my
own superfans, they didn't need a whole lot of selling to be ready to
buy, because they've been in my other programs or they've been listening to this
podcast for a long time. They were already engaged. They were like,
yep, I'm gonna buy, So they didn't need a lot of extra help
to make that decision. But it could also be that maybe there was some
additional objections that my audience had that kept them on the fence and stopped them
from signing up. And that is where that non buyers survey the feedback that
I got in there, I can go through and I can look at,
oh, what are some of the specific objections that maybe we didn't address in
those cart open emails that would have stopped somebody from signing up. The objections
like, well, you're not into social media, You're not my audience is
on social media and you don't like it. Those kinds of objections would stopped
somebody from buying the course. I also another thing that didn't work was my
energy was pretty low coming into this launch. I didn't have the energy to
get scrappy like I usually would. I didn't have the energy to DM all
of the people who were interested and on the fence, or add in extra
cut open emails if I noticed new questions and objections coming up, or do
Instagram stories. All of these things. Yeah, they might have led to
more sales in the launch, but I'm also really big on protecting my energy
because it's very easy to give your launch two hundred percent and then you burn
out because you can't keep going at two hundred percent for a long period of
time. My own stress levels in the lead up to this launch were a
lot higher than usual, just because travel, backlog of all of the things
that needed to be done, life, just all of that, and it
meant that I left a lot of the launch to the last minute. A
lot of the things that I was supposed to be doing. I was the
bottle which stopped my team from being able to do their job as effectively as
they could. So yeah, I mean that just compounded my stress. My
energy levels dropped as a result of that. So I could absolutely have come
into that launch a lot more prepared, and usually I do, but just
this time I couldn't. And now I know, like, maybe I need
to allow a little bit more space in my calendar in the lead up to
launches so that I am coming up with that full energy. What did I
learn from this launch? So something that I learned that's it wasn't actually a
new lesson, but it was a nice reminder. And you know this came
from because about fifty percent of the people who signed up had already bought another
offer of mine before they might have bought off a less sell more some of
them had done launch Magic, and this was a great reminder that well,
firstly, people don't know about your offers until you tell them about them.
This offer had been available for over a year, and my most engaged students
who had bought all my other offer hadn't bought this one because they didn't know
about it. And then the other thing to keep in mind is it's always
easier to keep helping existing clients than it is to always try and get new
ones. Right, this offer is different to all of the other things that
I sell, but it's still a pain point that I know my audience has
and that they can When they solve this pain point, it's going to help
them to get better results from my other offers as well. So there you
go a little debrief of what worked, what didn't work, and what I
learned from this most recent launch. Now, if you do want to join
Booster Brand superfans and get in before that one last live Q and a call
that's happening next week. If you're listening to this episode when it goes live,
you can head on over to Steph Taylor dot co slash bybs and you'll
grab the link for that and get all the information where you can join and
you can grow your audience without here running paid ads and working on TikTok and
doing all of the things that you don't want to do. Now, if
you've anything from this show or any of my episodes so far, please take
thirty seconds to leave a quick rating and a review. It's honestly, I
read every single one of them. It means a lot to me because I
spend a lot of time outlining, recording, my team spends a lot of
time editing, and it just, you know, it reminds us that there
are real listeners out there who are consuming this content, so please do take
the time to do that. Thank you so much for listening. Catch you
next time.