Shownotes
In this episode of the Growing a Deeply Rooted Business Podcast, Jess and Rachel are diving straight into the numbers game of successful launches!
Ever set a launch goal that felt like a shot in the dark? That's why we're unpacking how to set goals that aren't just pulled from thin air but are backed by real data (and yes, we'll make it way less scary than it sounds!).
You'll discover our good, better, and best approach to goal setting, because who doesn't love options? We explore top-of-funnel strategies that actually work in today's market, and reveal how to turn your sales page from "meh" to "must-have." Plus, we're getting real about conversion rates and the numbers that actually matter for your business growth.
Whether you're a numbers person or break into a cold sweat at the mention of analytics, this episode breaks down the data in a way that'll help you plan launches that actually hit their targets.
In this episode, we cover:
02:28 Why you should set realistic and motivating goals
04:57 Understanding conversion rates
09:09 Top-of-funnel strategies
14:48 Sales page views and conversions
18:26 The power of numbers in launches
Resources mentioned:
Grab The Launch Cure Guide to start fixing what’s broken in your launch.
Listen to the rest of the Launch Series
5 Essential Steps to Avoid a Flopped Launch
Black Friday 2024: Early Planning Secrets for Maximum Profits
Master Your Launch Timeline: Step-by-Step Guide to a Stress-Free Launch Calendar
Evergreen Sales Funnel vs. Live Sales Launch
4 Tips to Maximize Profits and Minimize Stress During Your Next Launch
The Launch Cure: How to Diagnose and Fix Your Launch Problems for Better and Bigger Results
Connect With Us:
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Work with Us 1:1
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Learn with Us
Get Jess's Sustainable Success Systems Starter Kit, a Notion Business Management Systems that takes your business from overwhelmed to organized with 4 foundational workflows. <<Learn More Here>>
Diagnose Common Launch Problems and Fix Them Fast! Get the Launch Cure Guide : https://www.thelaunchcollaborative.com/launch-cure
Get Rachel's Guide to a High-Converting Email list to learn 4 shifts to elevate your emails & embrace sustainability in your marketing. <<Get it Here>>
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Hang Out & Say Hi!
Transcripts
All right, hello and welcome back to another episode of the Growing
2
:a Deeply Rooted Business podcast.
3
:My name is Jess and I am so excited
because I'm joined here again by Rachel.
4
:She is back from maternity leave.
5
:How'd it go?
6
:Rachel: Oh, it was not long enough, but
also I was kind of like getting inspired,
7
:you know, with the quieted mind and I was
able to like really come back to business.
8
:Like, Eager and like ready.
9
:So I'm excited.
10
:I obviously have a lot of
time with the baby still.
11
:So I'm not too, too
sad to be back to work.
12
:Cause everybody's like, Oh my gosh,
like you should have taken more time.
13
:I'm good.
14
:I'm good.
15
:I'm so ready to talk about all the
things we're going to talk about.
16
:Jessica: Yeah, so we have a fun season.
17
:We're talking about fall.
18
:Fall is all about letting things go,
knowing when to release certain things.
19
:And I think one of the biggest
things besides your intuition as a
20
:business owner that you can use as a
strength of what you need to let go
21
:is looking at your data and metrics.
22
:So today we're going to be contendering
on our launch theme and talking
23
:about demystifying your analytics.
24
:As it relates to launching and how you
can use those analytics to be a little
25
:detective to see what needs to get
tweaked and what you need to release.
26
:So hopefully by the end of the
episode, you're going to have a clear
27
:understanding of not only how to set
realistic and motivating goals for
28
:yourself, but also be able to look at.
29
:The numbers of your launch as
clues and like little signals of
30
:what you should focus on next.
31
:Rachel: Yeah, and right now you're
hearing everybody talk about
32
:launching because we're in the
biggest final sales push of the year.
33
:And typically people use, the Black
Friday promotions, the Cyber Monday,
34
:and like just this end of year energy.
35
:To really hit the ground running
with either an additional launch
36
:or really go into kind of the
holiday campaigns with that.
37
:So using your analytics in this time,
especially Q4, but also like as people
38
:ramp up into Q1 is so important, whether
it's a new product or it's an existing
39
:product and you're just relaunching it.
40
:There are some big insights you
can pull from your own data and
41
:your own things that can help you
plan a more successful launch.
42
:Jessica: So the first topic we're
going to be diving into is setting
43
:a realistic, but motivating goals.
44
:So, you know, we're all about
the spiritual and woo here.
45
:We've talked about it before.
46
:But we want to make sure that our
goals are grounded in reality because
47
:our goals are going to inform so much.
48
:They're going to inform like our budget,
how much time, effort and energy you
49
:want to put into the launch and just
make sure that you really understand the
50
:realistic ROI that you're going to get
from all of the efforts around launching.
51
:So Rachel and I both share a
technique that do with our clients is
52
:setting good, better and best goals.
53
:Rachel: So with this, it's.
54
:Really kind of setting such a,
like Jess said, realistic approach
55
:and grasp to your launch goals.
56
:A lot of the time people go into their
launch and especially in the online
57
:space with the assumption that reaching
a hundred K or 50 K or whatever,
58
:With a small audience like that's
a huge marketing push that a lot of
59
:coaches say like, Oh, you don't even
need a thousands of people in your
60
:audience and you can have this type
of launch, but there's so many more
61
:moving parts behind it that really.
62
:Make a difference.
63
:And so when you're looking at your
numbers, like audience size, you
64
:know, your top of funnel and all
of that, making sure you have these
65
:kind of range of goals so that you
can understand that the emotion and
66
:the are being maintained throughout.
67
:to me, I think I like to keep these as
like, Like expectations, like what do
68
:you think about kind of rephrasing these
is like, expectation pivots throughout
69
:your launch with setting good, better,
best, like, what are your thoughts?
70
:Jessica: I actually am working
with a new client and they do their
71
:version of good, better, best.
72
:And I actually love it because it
kind of frames it in a different
73
:way than what we think about it.
74
:So they have a must goal
and this is, he has a team.
75
:So he's like, this is what I must do.
76
:to be able to break even on my launch
and then he has a good goal, which
77
:that's like, you know, his stretch goal,
what he is really, really shooting for.
78
:And then he has a God goal, which is
like, Oh my God, amazing out the park.
79
:So I love how he set those objectives,
but I think too, like he's very
80
:seasoned, like has a lot of launches
underneath his belt so he can set
81
:those, but I just think looking.
82
:You know, the spot that Rachel and
I look at when we're starting with
83
:launches and trying to determine,
like, is your launch going to be
84
:realistic is that we're looking at your
audience size and it's simple math.
85
:Like, we're usually seeing about a
1 to 2 percent conversion from list.
86
:Is that normally what you, you would say?
87
:Yeah.
88
:Rachel: Yeah.
89
:It really depends like backing into
this, like how warm they are and like,
90
:I don't ever want to really like.
91
:Yeah.
92
:I'm just, I'm going to say if you're a
93
:Jessica: brand new launch
person, probably one, one to 2%.
94
:If you've launched before, look at what
you've done in your past launch, because
95
:I've had clients that have converted
like 30 percent off the list, but if
96
:you're right to launching, do that.
97
:But I think one to 2 percent for email
only launch, and then maybe 5 percent if
98
:you have a really engaged social media as
well, like that I would say that those are
99
:like realistic if you're just starting to
launch your programs a good place to look
100
:Rachel: Yeah and I think that this
might feel a little like somebody
101
:might look at this that's maybe not
a numbers person and be like what
102
:do you mean conversion conversion.
103
:Right.
104
:Like what do you mean?
105
:And so this is like really taking
breaking it down per channel and saying,
106
:I know based off of my own tracking that
email converted this person and that
107
:social converted this person or that
the masterclass converted that person.
108
:So kind of breaking it down into the
individual like efforts is really helpful.
109
:Understand like how to build
your next launch and all of that.
110
:So when we set good, better, best,
we're not just looking at the one
111
:like overall enrollments, we're
looking at the layers that come.
112
:before that.
113
:So if we're doing applications,
how many applications do we want?
114
:But then we'll convert
to those final things.
115
:How many people do we want registered
for the masterclass good, better, best,
116
:like really establishing these goals
so that they can build on top of each
117
:other and that you're not just saying
one, like, Oh, I'm going to convert
118
:25 people and then hope for the best.
119
:Test and assume that they're going
to come through and whatever way
120
:they come through, it's layering the
analytics so that they all support
121
:and say, Oh, that makes more sense.
122
:So if you're not a numbers person,
I can see how this might be a little
123
:overwhelming, but really looking at
it from all steps in the launch build.
124
:Jessica: Yeah.
125
:And like I said, if you've launched
before, a way to get a good idea is like
126
:simply look, how many sales did I have?
127
:How many people did I have
on my email list this time?
128
:How many people do I have now?
129
:And you can quickly do the math and
that'll give you a ballpark if all
130
:things stayed the same and you kept
email list warm in between, then that
131
:would be a good conversion step point.
132
:Now, there are things that
we can do during the ramp up
133
:period to kind of increase.
134
:we'll go into that a little bit later,
135
:Rachel: I definitely think from a
realistic perspective, because it
136
:can be really hard to like, look at
it and be like, Oh, I want to do.
137
:Let's just say from a digital product,
like 10 K, I want to do a 10 K launch
138
:for this product and kind of just
like hope and wish for the best when
139
:it comes to your social on things.
140
:So when you're using these goals,
like I want you to, like, I'm just
141
:reiterating, like, look at What the
average conversion rates are, and then
142
:kind of build from there, instead of
saying, you know, you maybe have a
143
:thousand people in your audience and
you want to sell a hundred courses.
144
:That's a huge conversion rate there.
145
:So kind of backing into your reality with
your numbers is the most important thing
146
:when it comes to establishing your goals.
147
:So just reiterating that, because I
think there's so much noise in the online
148
:space about the endless possibility of.
149
:Just use Your audience, whatever size it
is to make, however much in that it's all
150
:possible and it is all possible, but there
is a reality rooted in the numbers too.
151
:Jessica: Yeah.
152
:And I think too, there's so many goals.
153
:One of the goals that we set like
outside of like revenue and enrollment.
154
:And then the other thing that you want
to pay attention to is like what are
155
:your goals outside of those may just be
to product created and off the ground or
156
:it may be to just grow your email list
because with all your launch efforts
157
:we always see a positive email list
growth as well and that just means that
158
:maybe some people weren't ready to buy
right now but the next time you relaunch
159
:you will have buyers ready to go.
160
:All right, so let's talk
about top of funnel which.
161
:I know, I don't know about you,
but I feel like this is like always
162
:one of the biggest opportunities
for My clients is getting you know,
163
:more numbers into top of funnel.
164
:Rachel: Yeah.
165
:And I think the best way to do this is
obviously your email is, or maybe I'm
166
:biased, but this is one of the biggest
things that you can do is get people from
167
:follower to like prospect of some sort.
168
:And the best way you can do that is
through a very strategic lead magnet.
169
:breaking them out of this kind of like
uncategorized space that could be your
170
:social media and bringing them a little
bit further into a more controlled space
171
:that says, I've created this specific
lead magnet for this specific person.
172
:And whoever is intrigued by it
or interested, you know, Kind of
173
:identifies with that person that
I've designed it for to give you
174
:a little bit more clarity on that.
175
:A lot of people think your top of
funnel is purely just your audience
176
:or your social and things like that.
177
:And those numbers are really important.
178
:But if you're looking at kind of like
a mini funnel inside of your holistic
179
:funnel, the launch funnel starts
with your lead magnet or some type
180
:of identifier that says, this is who.
181
:I am, I am interested in your launch
or interested in your product.
182
:And then they can start, you can kind
of build out those numbers there.
183
:So top of funnel, I think the biggest
number you can look at is that bucket
184
:of prospects versus your actual
like entirety of your audience.
185
:Jessica: Yeah, I think that's good.
186
:I do see too.
187
:A lot of my clients are struggling
with like Instagram reach right
188
:now as far as like We can't,
you know, we're even having some
189
:difficulties finding people too often.
190
:Maybe their audience, Instagram
audience is a little stale.
191
:So one of the great ways that we've
been kind of, working plans that we've
192
:been working into their launch to
help them increase like their overall
193
:audience and help them get more people
into their email list is doing podcast
194
:tours and like Instagram live collabs.
195
:Those two things are just a great
way to tap into a new audience that
196
:already kind of has some like of that
like no trust factor built into it as
197
:they're sharing you with their audience.
198
:So I think and I think that's
a step that often gets missed.
199
:You know, we'll create
this great lead magnet.
200
:We'll share it with our
Instagram following.
201
:But like, how can you
max out that lead magnet?
202
:Like, where are all the
different places that you can
203
:put it besides just Instagram?
204
:are going through a really challenging
season with social media because
205
:everyone's so distracted by the election
you might have to get a little bit
206
:more creative on how to get that Lead
magnet out and seen within the world.
207
:So I think that like
podcast collabs are great.
208
:Instagram live collabs are great.
209
:Even just shit finding like niche Facebook
groups that allow you to share freebies
210
:and resources like that can be a great
way to get your self out and just really
211
:build that audience and get people.
212
:On to your email list, because like,
I know people sell on social, but
213
:I don't, I'm you'll never convince
me that that's the best way to go.
214
:And I feel like there's so much risk,
especially with like the algorithm
215
:changing and all that one thing
happens in the world that shifts
216
:everybody's focus, like there goes
all your content for that window.
217
:feel like it's so much I guess it gives
me so much more peace of mind when we've
218
:been constantly driving to that email list
that we know we can sell to them there.
219
:Rachel: Yep, exactly.
220
:I think just to reframe that for people
who have been fed the noise of Instagram
221
:is the end all be all for business growth
and all of that, if you look at the, you
222
:know, you're selling on social, the means
to do it is through real Stories, blah,
223
:blah, blah, blah posts versus if we're
telling you your means for your launch to
224
:be successful is growing using your lead
magnet and using something like that.
225
:The podcast tours, the networking,
all of that are the means to
226
:approaching a more strategic launch
and a bigger audience with that.
227
:So Instagram does work.
228
:It's a place for it, but you cannot
rely on You know it to do everything
229
:because it is so algorithm based.
230
:And so I think people are seeing
that like you said right now there's
231
:such a, especially as we get into
promotion season where people are
232
:paying and pushing ads up the wazoo.
233
:And so you literally are fighting against
that and organic reach just can never
234
:compete with money behind a campaign.
235
:So
236
:Jessica: yeah.
237
:Yep.
238
:Yep.
239
:Yep.
240
:Yep.
241
:I know and I'm just like can rift on
social like I'm not, I'm kind of a
242
:social hater I feel like I think it's
because one of the first things that
243
:I do when I start working with a new
client is that I set up a traffic
244
:dashboard, like where the traffic is
coming from, and Instagram is never.
245
:The top, like, unless, I mean, unless
that's all they're doing, and it's
246
:usually not, it's so, like, I feel like
once my clients see, like, you did all
247
:this work this month, and this is what
Instagram brought to your website, versus,
248
:like, you've got a couple of articles
that you wrote two years ago that are
249
:driving all that amount of traffic,
like, and you don't, are not having
250
:to do anything, and if you take a week
off, they'll keep driving that traffic.
251
:That's why I think it's so important,
like Rachel talks about, to have that,
252
:like, Marketing ecosystem set up where
you're not just relying on one channel.
253
:You're relying on multiple
different channels and touch points.
254
:Facts.
255
:All right.
256
:Okay.
257
:So let's talk about everyone.
258
:I'm like, this is a big opportunity.
259
:Sales.
260
:But we're going to talk
about sales page views.
261
:So I do think that this is like
another kind of point in the
262
:funnel where we see a breakdown.
263
:And I guess whenever I can point out
this number to my clients, it kind of
264
:gives them some peace of mind as well,
because I think at this point in the
265
:launch, when we're starting to track sales
page views, it can start to feel really
266
:personal because you've usually, you
know, Done your webinar, you've done your
267
:challenge, you put your offer out there
and you may be seeing, you know, people
268
:may be like, buying everybody loves me.
269
:And that feels really, really great.
270
:But sometimes we can see, you know, we're
not seeing the results that we expected.
271
:And you can really get
like down on yourself.
272
:And one of the numbers that I can
look at really quickly is like,
273
:Oh, well, you're https: otter.
274
:ai It's not like people are
seeing it and not wanting it.
275
:They're just not enough eyes on there.
276
:So what can we do to get
more eyes on your sales page?
277
:Rachel: Yeah, I think that's so funny
about the whole taking things a little
278
:personal and that too, because like
people work really hard on the sales page.
279
:And like, usually in a launch,
you have kind of like vetted and
280
:optimized that part of things.
281
:And it could literally just be a
traffic issue, just not enough eyeballs
282
:on it to make that conversion worth
it or, you know, make it, you know,
283
:a number that is like a wow factor.
284
:definitely there are so many things
you can do when it comes to your sales
285
:page, but I'm with you on this one.
286
:It does feel a little personal
when you're like, Oh my gosh,
287
:why is like it not converting or
why is nobody buying anything?
288
:And then you look at those numbers and
you're like, Oh, well, there's been a
289
:hundred people on the page or 50 people.
290
:And I definitely need X amount
in order to reach my 5 percent
291
:conversion goal kind of thing.
292
:Jessica: Yeah, yes, I feel like we
do put a lot of effort and energy on
293
:the sales page and I'm like, let's
pull some of that effort and energy
294
:off and like work on just getting
people into that sales page first.
295
:And then kind of going hand in hand with
sales pages, just looking at conversions
296
:and conversions are my favorite.
297
:I think that's my favorite part of
like, being a detective because, you
298
:know, there's conversions at each point
of your funnel and sometimes you can
299
:really clearly see where the conversion
stop happening and that makes it really
300
:easy to see, oh, if people are not, you
know, people are getting to my checkout
301
:page and then they're not buying.
302
:But I have a good sales page conversion.
303
:I have a good number of people that are
clicking to the sales page, but they're
304
:not clicking on that checkout page.
305
:Like, why is that?
306
:I think one of the last launches
we did, there was actually like an
307
:error on the sales page that I could
see people were getting there and
308
:then something was stopping them.
309
:And I could see that through the numbers.
310
:So I was able to go and look at the
sales page and be like, Oh, as a user,
311
:as an experience, this feels weird to me.
312
:Like, let us fix this part of it.
313
:And then the conversions can lift up.
314
:Rachel: Yeah.
315
:I think like that mentality of literally
just being a detective during, you
316
:know, post launch or whatever, because
even with just your sales page, like
317
:if you have Google analytics attached
to something like that, you can see how
318
:much time they've spent on your page.
319
:Like, where, you know, if, You
have like different buttons to
320
:click through, like you can see
all of the behavior flow happening.
321
:And so for people who are kind of scared
of numbers and for people who kind of lean
322
:against looking into some of this stuff,
it can be really, really fascinating.
323
:And I have clients who would.
324
:probably never do their own investigative
work during their launches, but when
325
:they see these insights and they're
like, Oh wow, like I didn't realize
326
:that the behavior was so measurable.
327
:Like you can literally find out
whatever you need to find out.
328
:Just if you look at your data and have
the right tracking in place, like some
329
:people are very just blown away by
how clear is clear and This day it is.
330
:I don't know what that saying is.
331
:Jessica: Oh, I love it.
332
:it takes the emotion out of it.
333
:It helps you feel more
confident in your decisions.
334
:It helps you not waste money because
like you could be thinking, Oh, it's
335
:my lead magnet, but we can see like
they converted through the lead magnet.
336
:They applied, they just didn't buy.
337
:So what, what happened here?
338
:And like, why didn't they
buy it's that's an easy fix.
339
:You don't have to go and pay
to create another lead magnet.
340
:You don't even have to go and
create another sales page.
341
:You just have to fix that little bitty
tiny thing on your checkout page.
342
:You could have thought it was
anything else if you would
343
:have, if you would have guessed.
344
:So that's why I love numbers and
I'll always be a numbers girl.
345
:Anything before we wrap up?
346
:Rachel: No, I mean, I think if
you're terrified of your numbers
347
:and hopefully this episode kind of
demystified them and gave you some
348
:visibility and just how Powerful.
349
:They really are.
350
:Don't just look at one layer of it,
which is how many people converted.
351
:Look at all of the various layers that
kind of build on top of your conversion.
352
:it's really, really important to
Just embrace the numbers because
353
:like just said, it takes the emotion
out of it and launches are already
354
:emotional as it is because you've
put so much time and energy into it.
355
:It can really just release any
personal attack that you might feel.
356
:From whatever external forces may be
at play when it's, you know, maybe it's
357
:election season, maybe it's a holiday that
you tend to launch around and, it just
358
:is a little bit more helpful than just
sitting there and being down on yourself.
359
:Jessica: Yeah, and I forgot I
didn't mention this before, but
360
:if you're not a numbers person,
I have a new freebie opt in out.
361
:It's called the Launch Cure Guide.
362
:It actually has a metric scorecard, so
like what numbers to look at in your
363
:launch, what do those metrics mean,
and then I give you like kind of like
364
:things that you should think about
tweaking, along with some like ChatGPT
365
:prompts, because I love ChatGPT, to
help you with executing on those ideas.
366
:So you can go grab it.
367
:It'll be linked down below.
368
:Rachel and I are she's back now.
369
:She's back.
370
:If anybody needs a launch dream team,
definitely reach out to us and let us know
371
:we're booking launches for January 2025.
372
:Q1 2025.
373
:Q1 2025.
374
:So let us know and like this
podcast if you found it helpful.
375
:Forward to your Biz Besky
and until next week, we
376
:Rachel: are rooting for
377
:you.
