Lessons from the launch that got a 285% ROI

The launching space is a bit weird. You hear of all these people who’ve had 6-figure launches – but nobody really breaks down the numbers behind-the-scenes. Then what happens? When you launch, and you make $2,000 or $10,000 or *insert arbitrary number here*, you feel like your launch wasn’t successful. But what actually makes a launch successful? Today I’m lifting the curtain on one of my most successful launches (and it didn’t even hit 5-figures). 

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Launch review of one of my most successful launches

 

Today, I’m doing something I haven’t done before – I’m lifting the curtain and giving you a behind-the-scenes look at my most recent launch. I’m sharing numbers, lessons, wins and failures from the launch.

I’m breaking down the mini launch that I did in December for my A-Z Podcast Launch Plan product. Most of you probably don’t even know I did a launch, and that’s because I wanted to launch to a cold audience only – that is, people who didn’t already know who I am or what I do. 

Why? Because my eventual goal with the Podcast Launch Plan is to set it up in an automated funnel, so that it keeps bringing in new customers without me having to live launch it – because as much as I love live launches, it can take a lot of time and my focus over the next few months is on building my membership site and planning that launch. 

So, with this launch, I ran a live webinar. I ran Facebook ads for a week before the webinar to get people to sign up, then after the webinar they received an email nurture sequence for the next 7 days. 

 

 

Numbers break down

 

I know numbers aren’t really a sexy thing to talk about, but I’m hoping that by sharing the numbers behind different launches, it will give you an idea of what a good launch and what a not so good launch might look like. 

I had 248 people register for the webinar and I spent $1,007 on webinar ads – so on average it cost me $4 for each person who registered. This might sound like a lot, but the number on its own actually means nothing out of context – and you’ll see what I mean in a second.

Out of those 248 people who registered, 78 showed up live. That’s around 31%, which was REALLY good – usually only 20-25% show up live. 

Often I hear people saying that not many people showed up for their webinar, but then when you look at the numbers, they actually had like 40% – which is really really good. 

48 people showed up, and 6 people purchased live on the webinar, and another 3 purchased right after the webinar – which gives us a webinar conversion rate of around 11.5%, which isn’t amazing but I’m happy with it. 

So, straight away you start to see the different things you can tweak to increase the number of sales – for example, spending more on ads would get more people to register, which in turn would have more people showing up and ideally more people purchasing. Or, for example, testing different ways of getting more people to show up live, or tweaking my sales pitch at the end of the webinar. 

By the end of the 7 days, 14 people had purchased – which gives an overall conversion rate of 5.65%, and I’m stoked with that.

If I’d launched to a warm audience, it probably would’ve converted at a higher rate, since they already know me and trust me, but for a cold audience I’m really happy with that. 

Overall sales at the end of the week were $2,868, which meant that for every $1 I spent on Facebook Ads, I made $2.85 back – or a 285% return on investment.

No, it’s not a big 5 or 6 figure launch, but now I know that I can run it again, put even more money into ads, and I can feel confident that the whole funnel will work and I’m not losing money on ads. 

 

So, what worked really well?

I reused the exact same webinar ads that I used last time I launched – complete with the comments and engagement that were on them before. This was great social proof and it resulted in a lower cost per webinar registrant than last time. 

I redirected the webinar page, as soon as the webinar ended, so that everyone still watching was sent to the sales page and they had an extra 5 minutes to grab the bonus.

I added in a new bonus in the last 24 hours, so there was even more urgency to buy. 

I followed up everyone who registered for the webinar and asked them why they didn’t buy – this gave me great insight into why people hadn’t purchased, so I know in the future what other objections I need to overcome before people will feel ready to buy. 

 

What didn’t work so well?

The average attendance time for the webinar was 29 minutes – which wasn’t great for an hour-long webinar. I’ll be looking at some strategies to keep people more engaged and keep them watching until the very end. 

Fewer people converted live than in my last webinar – so I’ll be tweaking my sales pitch next time and possibly changing the bonuses around. 

 

What else am I testing next time? 

I’ll be making some tweaks to the webinar registration page and trying to optimise it so it loads quicker – because if someone clicks through from a Facebook Ad and it takes too long to load, they’re simply not going to sign up. 

I’ll be reaching out to people who attended my previous webinars and asking them for a testimonial to share on the webinar registration page and in pre-webinar emails – so that those who signed up know they’ll be getting a quality webinar, and hopefully this will increase attendance rates.

I’m going to keep the rest of the things I’m testing secret for now, but I’ll be back with another breakdown of my next launch and I’ll share them with you then.

 

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