Recovering From A Sucky Launch
5 Steps To Take After An Unsuccessful Product/Package Launch
In the 7+ years I’ve been working in online marketing, I’ve seen dozens of business owners posting in Facebook groups lamenting over a sucky launch. Blame is most often laid on the 3 Ps:
♣ Product - it’s not what people want
♣ Price - too high, too low, end’s in the wrong digit
♣ Page - the sales page is almost always held up as the culprit - too long, too short, not salesy enough, too salesy.
And sure, those are all things that could lead to a sucky launch but rarely is it that simple. It’s usually a combo of stuff that’s not quite right.
So if you’ve suffered an unsuccessful launch, don’t waste your time asking a bunch of strangers on the Internet for their opinion. Don’t waste your energy tweaking the sales page, redesigning the package, or changing your pricing strategy.
Focus instead on feedback and data that will help you make an informed decision on how to recover, so you can drag yourself back up, and put yourself out there all over again (that’s what entrepreneurs do).
#1 Look At The Stats
Google Analytics (or whatever stat gathering program you use) can offer insight into how successful your sales page really was.
I’ve often been asked to critique a crumby sales page, but when I ask how many people visited the page vs how many bought, it turns out it was actually a great converter.
How many people visited your sales page? If 10 people looked and one person bought that’s a cracking 10% conversion rate and your real issue is that not enough people know about your product.
How long are people staying on the page? Lots of visitors who bounce away very quickly could mean the opening of your page is awful, or it could mean you’ve attracted cold traffic that was nowhere near ready to buy. I’ve also seen this happen when the Facebook ad gave the impression the page was for a free opt-in, and visitors bounced away once they realised it was for a premium product.
Where do they go to next? If you’ve kept the menu bar on your sales page, see where the visitors are clicking to next (their Traffic Path). If you’ve removed the menu bar look out for a spike in traffic to other pages - especially your About page - or a spike in search engine traffic for your name. If people are visiting other web pages after spending a little time on your sales page that would indicate they like what they saw but need more information about you. They don’t know, like and trust you enough to buy yet.
#2 Talk To People That Did Buy
Instead of relying on the opinions of random people in Facebook groups, talk to the people that did buy. Ask them about their hesitations before buying, and what persuaded them to make the investment. This also gives you the chance to tackle any remaining concerns they have and deliver amazing customer service from the very beginning.
If you’re feeling super-brave you could also talk to people who were on the fence but didn’t buy, and find out why.
#3 Walk Yourself Through Your Sales Sequence
Imagine you are a prospect and walk yourself through the sequence of content your audience has seen. From the blog content, email opt-ins, freebies, right through any ads, emails sequences, and then onto the sales page.
What you’re looking for is a gap or a mismatch anywhere between what the audience needs and expects vs what you put in front of them. For example, a looooong drawn out email sequence, followed by an epic sales page, that is trying to sell a small investment, easy-yes purchase. Or a blog post that sends tepid traffic to a huge, high-pressure sales page for a big ticket item.
#4 Check The Freshness Of Your Prospect Pool
Firstly, I’m sorry, I know you’re humans and not carp, but this analogy works, and it may help you figure out why one launch worked and the next flopped.
Imagine your pool of potential customers is actually a freshwater lake of fish. If you have a healthy stream of fresh content (blog posts, social media updates, videos, challenges, freebies) flowing, you’ll carry new fish into the lake. Then when you offer up a tasty morsel (your sales page), they’ll be hungry fish ready to nibble.
If you stop creating that stream of fresh content or aren’t creating enough, but you keep offering up sales pages to your pool of prospects - eventually they will get tired of your bait and stop nibbling. You may make a few sales the first time you try, but gradually as you pull more and more fish out of the water, you are left just with those who are mildly interested but are never going to buy.
So have you overfished your pool? Do you need to freshen up your audience, provide plenty of value, and nurture those leads before you make another effort to sell something? A solid content marketing strategy will ensure you’re constantly attracting and nurturing new prospects.
Tip: If you have a good freebie promote it using these list-building ideas.
#5 Stack Up Your Reasons To Buy
People buy because:
♦ They trust the opinions of others - so use social proof (# people already bought, testimonials).
♦ They want to look good - so appeal to their vanity by showing how this product/service will improve their social standing, the opinion other people have about them.
♦ They don’t want to miss out - so create a sense of scarcity and/or urgency.
♦ They want to feel like they’re getting a lot for their money - we all like the idea that we’re getting more than we pay for.
♦ They want an easy life - so make sure you focus on what the product/service does for them, and how easy it is to use, not on how much they’ll have to learn, or do for themselves.
You won’t get all five motivators on one sales page (and it would be kinda pushy if you did), but you should be stacking up 2, 3 or even 4 reasons. And not just in your sales page - all the content in your sales funnel needs to be giving reasons to buy.
Ready For Round 2
Tempting though it may be to beat yourself up, pull your product apart, and completely rewrite your sales page, you can more effectively recover from a sucky launch by taking a break, investigating what went wrong, then acting on that data and feedback, ready for your next round.
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