I’m spilling the beans on product launches – the good, the bad, and the ugly. Drawing from real-life examples, I discuss common misconceptions about product launches and outline realistic expectations for success, breaking down the numbers and letting you know what to expect when you hit that launch button. I also highlight factors that can influence your launch and share tips on how to make it a success, even if it’s not a blockbuster. Tune in to learn the truth about product launches and how you can set realistic goals for your online business!
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Denise Duffield-Thomas Launch Debrief Part 1
Denise Duffield-Thomas Launch Debrief Part 2
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Transcript
Have you ever done a launch and felt really disappointed in the results that you got? And when you look at other people’s, they look so successful and have hundreds and thousands of people buying their stuff. Well, what if you could get the details on the stats behind those launches? Actually, would they be as more amazing than yours than you think? I think you’ll be surprised.
In today’s episode, I am going to be taking you through some real life launches and giving you the percentages that you can expect to get in your launch and that others have got in theirs. I’ll be sharing with you what numbers you need to track, what is realistic when it comes to those numbers and what things will affect the results of your launches and your sales.
If you have an online product that you want to launch, this episode is not to be missed.
Hello and welcome back to another episode of the Your Dream Business Podcast. How are you doing? So this week? I’ve got a really good episode for you because I’ve really noticed something recently. I, part of what I do is obviously I work with people to launch and to sell their online [00:02:00] products.
And one thing I’ve noticed a lot with people is their expectation of what a launch should look like. They have watched huge people do these amazing massive launches, having Thousands of people going through it and they now think, well, that’s what I should expect. But the truth is, they’re not taking into account the size of the audience to begin with.
So although it looks amazing and awesome that someone might do a webinar and have thousands of people on it, they’re not considering, well, what’s the size of their audience compared to the size of mine. So what happens is they will come to me very disappointed with the sign up or the turn up or the sales rate.
And then I will work out the percentages and I will be saying to them, you’ve actually done really well. And like I said, I’ve noticed this a lot. I’ve noticed this coming up. So I wanted to do an episode all about this, and I am excited. Now, if you’ve listened to my episodes before, you will know I am a kind of fly by the seat in [00:03:00] my pants girl, and I give myself some rough notes to follow.
Otherwise, I just talk ad lib. This one, I have made lots of notes. This one, I’ve actually done some math and worked out percentages and various things to give you. So you are going to walk away from this episode with so much good information that hopefully it’s going to make you feel so much more confident when it comes to what you should expect when launching your digital products or your course, your membership, your group coaching program, whatever it might be.
Now I’m going to ask a favor, not only for me, but for your business friends. I want you to share this episode with them. Whether it’s personally, whether it’s on your stories, because the more people can hear this very realistic discussion about what you should expect from these launches and what actually the percentages turn out to be, the much more happier I guess we will be with the results that we get, but also we won’t beat ourselves up and we will start to understand [00:04:00] how we can improve and tweak and move forward from those figures.
Like I said, I am super excited for this episode and I think you’re going to get a whole lot from it. So buckle in, let’s go. Have you ever heard the saying what gets measured gets improved? This is really true because if we don’t actually know What we’re looking at. And if we don’t know what’s good and what’s not good, then how can we tweak it and improve it?
And how can we know whether it’s worked or not worked? And is it realistic? What has happened? So, like I said, we will see amazing, amazing results where people do a Awesome launches and get tens of thousands of people into their programs. They earn an absolute shed ton of money as then we, when we start in the online route and we’re not getting the same, we think that there’s a problem, but the truth is, it’s not the full picture.
And what I want to do is show you what that full picture looks like. So I’m going to take you through three, three main areas today. I’m going to talk to you [00:05:00] about the numbers you need to measure and what kind of things we can measure, because that’s the first thing, what should you even be looking at?
And even if it makes not a lot of sense to in the first place, still keeping a track of these in the early days will really help. Number two, we’re going to look at what is realistic. Now, this is the bit that is gold because we’re going to go through, I’m actually going to walk you through some percentages of real life launches.
And I have lots of examples to give you. of real life launches and what you can expect and what that turns into from a money point of view or from a signup point of view. And then the final thing I’m going to be sharing with you is the things that can affect your launch. So these results I’m going to give you, I know behind the launch.
So I know all the details of all the launch and therefore, I’m going to help you understand some of the things that made them successful or not so successful, and things that you want to look out for so that when you’re looking at yours and you think, mine isn’t as good as [00:06:00] that, then there might be reasons behind that.
Okay. Let’s get going. So let’s start with the first thing, the beauty of being in the online space. Now, I have been around in marketing for no joke, 20 years, 10 years in marketing, following doing a degree in marketing, and then 10 years in my own business. So for 20 years, I’ve been in the marketing space. And the beauty about what we do now is everything is trackable.
And it’s not even that confusing. All the systems you’re using, the emails, the platforms you’re selling things on, their whole thing is set up, designed to give you as much information as possible. But even the basic stuff is perfect. It’s great. That’s the stuff that we’re going to be looking at.
We’re not going to be doing anything too confusing. So this isn’t to overwhelm you. This is purely to give you an awareness of what’s available, but also kind of what the basics are that you want to get. Okay. Let’s start right from the beginning. And when I say the beginning, I’m talking about the [00:07:00] way in which I would come through the process if I was your customer.
So the way in which we build these things is very different. But if I was your customer, probably the first thing I’m going to see is a social media post of some sort. Now, Hopefully I don’t need to tell you that we can track loads of stuff on social media. So we can track things like the impressions. And impressions, in case you don’t know, is the number of people who that post was put in front of.
So although it is a bit of a vanity metric, because great that loads of people saw it, but we want them to take action. Obviously it makes perfect sense that the more impressions you get, the more action you get on that post. So impressions is the first thing, then clicks. So how many people have clicked on that post or how many people have taken the action on that post?
It might be that they commented a word for a chatbot or something like that. Now I’m going to, I’m not going to focus on these two as much as the other stuff when we get to the examples because these numbers can be quite low and this obviously isn’t the only way that people are going to [00:08:00] find you, but I want to include it just because it is an important one to, to look at as well.
The next thing you’re going to have is landing page views. Now, If you imagine that I’ve seen your promotion and I’m going to say the word webinar a lot through this and just change webinar for challenge or bootcamp or masterclass or whatever launch methods you want to use and really you should be using a launch method.
I feel like I’m getting into the weeds a bit here and I’m trying not to because that is a whole nother podcast on its own and you’ll see I do a lot more sort of podcasts coming forward about this. But so if I say webinar, Take it for whatever launch method you’re going to use. So I can click from social media to go through to your landing page, i. e. the page that I’m going to sign up to the webinar with, or I could come from an email and go to your landing page.
So. Like I said, social media is just one thing. Email is another. There could be others. You could be running ads, but landing page views is a really important one. So how many people viewed your [00:09:00] landing page and then how many people opted in?
Two different things. I can come and view your landing page, take a look at the webinar that you’re going to be doing and decide that’s not for me. Or I can view your landing page and go, yes, I want to opt in. And obviously your aim is to get as many people to opt in on that page. So then you’re going to end up with the stats for the number of people who signed up for your webinar.
So we’ve seen how many people came to the page. We’ve seen potentially where they’ve come from, and we’ve seen how many people have signed up, opted into your webinar. The next one we’re going to have is the show up rate. Now things like webinars and bootcamps and masterclasses, the more you can get people to show up live, the better.
And that’s for many different reasons, but mainly the reasons are one, they’re going to be engaged. Whereas you know what it’s like, you sign up for a webinar, you sign up for a summit or whatever it might be. And you think, Oh, I’ll definitely watch that later. And then you don’t. So if you can get them to take the action and do the thing live, [00:10:00] great.
So. Showing up live is really important. And then the second one is for me anyway, I love to interact with people and that really helps me. So you’ll, they’ll get to ask me questions. They get to kind of really get the most out of it. So the show up rate’s really important. So how many people signed up and then how many people showed up.
Then the next thing you’re going to look at is your email sort of interactions now. And it said email open rate. Now the open rate is helpful. However, the way that tech is now, you can’t rely on the open rate. So the only thing I would do is look at your own open rate against your own open rate. So. If your open rate is going down, if your open rate is going up, if your open rate is staying the same, then that’s the only way I would track it.
I wouldn’t, and like I said, unfortunately, the open rate is affected by external things that we can’t control, so I don’t always look at that as a kind of solid thing, but I would track it against my own stuff. The next thing on emails is the click. So how many people are opening your email [00:11:00] and clicking to go through to the sales page or go through to the place that you’re asking them to either book or pay or whatever it is.
The next thing that you should be looking at is your sales page views. So the page that you’re asking them to take the action and we’ll get to. Some of the different actions you might ask them to take, but it could be book a call. It could be buy on that page. How many people are viewing it? And then how many people are taking the action?
So if it’s an action to buy, it’s then how many people have bought. Like I said, this isn’t, I’m trying not to overwhelm you. I know I’m giving you a lot of things to look at here, but actually when you start doing these things, it’s not that difficult and it should be pretty easy for you to do on the systems that you’re using.
So let me just run through those quickly. Again, social media, you can look at impressions and clicks, landing page views, very important. How many people are viewing it and how many people are actually opting in. [00:12:00] From the opt ins, i. e. the signups, how many people are showing up? And then when you start sending out your sales emails, how many people are opening, clicking?
How many sales page views you’re getting and how many conversions are you getting? You can also break it down to how many people came from the webinar and did they come from the live or the replay? You could also add on how many people watched the replay if there was the replay views to watch as well.
Okay, so as you can see from each area, there are lots of things that will go into these figures and there are lots of ways in which you can prove, improve them and which you can tweak them and we will talk about some of those things at the end in point three. And like I said, I’m trying not to overwhelm you, but these are kind of some of the basics.
The basics that I ask for when I work with people are landing page views, landing page opt ins, how many people signed up for the actual webinar, how many people showed up for the webinar and how many things they sold. So those are the kind of key things I’m looking for. And those are [00:13:00] probably the percentages I’m going to talk about.
Okay, point two. Let’s talk about actual real life launches and real life stats. Now, I am one of those people who instead of watching Netflix, I go through people’s launches like no one’s business. And obviously it’s my job. I have watched and helped and supported and coached and consulted lots of people on lots of launches.
So the figures that I’m going to go through here are from real businesses. Some are big businesses and some are small teeny tiny businesses. But the thing that I want you to focus on is the percentage. Now this is the thing that lots of people don’t take into account. However, This is the thing where you’re going to understand the reality of what you can expect.
And what I don’t want you to do here is I don’t want you to get disheartened. Now we talk a lot about the fact that this is a numbers game and it really can be a numbers game, [00:14:00] especially with an online business. And I hate saying it’s a numbers game because one thing I really pride myself in is seeing my audience. Having conversations with them knowing who they are.
I don’t do anything that has thousands of people in it because I just couldn’t cope with that. However, when it comes to people buying online, it is a numbers game and it does come down to the percentage. So like I said, these are some real things that I’ve been involved in and then things that I know about.
One of them I’m including in here is Denise Duffield Thomas. Now she does a really good debrief of her launches and I’ve actually used some of that in order as one of my examples of, I’ve got like probably about 15 actual real life examples that I’m looking at in front of me. I’m going to actually link to the blog post that she’s put in so that you can see her debrief.
It’s really good. I love it when a big person like that does a debrief because you can really get to see the real extent of how this works for them. [00:15:00] Okay. So the first step we’re going to look at is the number of people who sign up to the webinar. And I want to base this percentage on the size of someone’s list.
Now, when I look at the, the stats in front of me, I’m basically going to give you the lowest percentage and then the highest percentage, and you will be surprised. Which kind of person is getting the lowest and the highest? Because often we’d expect that if you’re new to this, you’d be getting the lowest percentage, but that’s not always the case.
Because sometimes with a really small list, you have a very dedicated audience and with a smaller number of people that you’re dealing with, you can actually give them much more attention. Again, this will come to, this will be more, I’ll explain better if I can get my words out when we get to step three.
Okay. So number of people who sign up to a webinar, roughly between two and 15 percent of your email list will sign up to your webinar. Okay. So [00:16:00] again, the kind of lists that I’m looking at are in the hundreds of thousands, all the way down to a couple of hundred. So I really have got a big mix here. So like I said, roughly between 2 and 15 percent.
I am going to use the example of a list that’s 5, 000 big. Okay, for my examples to give you the percentages going through, but I’ll also give you some other examples. So if you had a list of 5, 000 people and you got 2 percent of them to opt into a webinar, that’s a hundred people you’re getting on that list.
If you had a list of 5, 000 people and you got 15 percent of them to opt in, that’s 750 people coming to that webinar. So let me say that again. So your list size is 5, 000, 2 percent of that list is 100 people signing up to your webinar, and 15 percent is 750 people signing up to your webinar. You can see there’s quite a difference there, but like I [00:17:00] said, from my stats that I’ve got, actually, the top was, Yeah, the top was 15 % and the lowest was 2%.
Like I said, in the bigger lists, it’s 2%. So even though you think, you know, that’s, you know, you would expect a smaller list to be the lower amount, actually the bigger lists tend to bring in the lower amount. Okay. Okay. The next stat is the percentage to show up live. Again, This will make a difference as to whether it’s a boot camp over several days, whether it’s a one hour webinar, whether it’s a three hour workshop, whatever it is.
But I’m basing it off the examples that I’ve got in front of me, and most of them were webinars, and yeah, most of them were around the hour, an hour and a half webinar. So let’s say that you had 500 people, I’m just kind of going mid range just for ease, 500 people sign up to your webinar. You can expect between 15 percent and 34 percent of the people who [00:18:00] signed up to actually attend the webinar.
Okay. I’m trying to go so slow with this cause I know that you’re going to go, hang on what? So I’m trying to repeat. So I’m sorry if you get it straight off the bat and you’re like, I got that. Stop repeating. But I want to make sure that you guys understand this. I might even write a blog on this. I’ve just literally had that idea as I’m recording this and now I’m probably regretting saying it because I don’t like writing blogs.
But anyway, I might, I’ll have a think. So your show up rate is between 15 and 34%. Now I have to say that 34 percent was actually webinars, the oldest webinars that I’ve got the details for, so maybe a year or two old, I would say more likely between 15 and 25 percent is relevant right now. Okay, so if you had 500 people sign up for the webinar and you had 15 percent turn up, that’s 75 people.
If you had 500 people sign up for the webinar and 34 percent sign at turn up, that’s 170 [00:19:00] people. So again, just to get it clear in your head, between 15 and 34 percent is between 75 people showing up and 170 people showing up. So if you have 500 people sign up for your webinar and a hundred show up and you think that’s dreadful, it’s not.
That’s right. That’s good. Okay. So we’ve talked about. Number of people off your email list signing up to your webinar, number of people showing up to your webinar from when they’ve signed up. So then let’s talk about buying, and I’m going to give you two stats here. I’m going to give you the percentage of people that bought from a webinar, and I don’t mean directly on the webinar, I mean, you’ve gone through the webinar process and then how many ended up buying, and then I’m going to look at your list size and the percentage of people that bought.
This is where you’re going to go. What is the point? And this is not the aim of this podcast at all. The aim of this is to help you understand what’s realistic so that you don’t get devastated [00:20:00] when you do a launch and 5, 000 people don’t buy. And then you can start to look at how can I improve? How can I improve?
Okay. So, let’s start with the percentage of people that maybe signed up for the webinar, whether they bought or not. Now, I’m saying whether they signed up for the webinar, that’s actually not true. This is people who bought overall, but when you do something like a webinar, the chances are the majority of your sales will come from the people who have taken part in that.
You might still have a couple of sales that come from your entire list. If you email your entire list, which again, that comes to point three that I’ll get to, But this is predominantly because of the activity that you’ve done on the webinar. So let’s say you have 500 people. That was my example of the people who signed up for the webinar.
That’s not show up, that’s signed up. Again, the more you can get to show up, the higher percentage might be. We’ll discuss that in point three. Now the percentage of people that bought in my examples that I have in front of me are anything between [00:21:00] 0. 5 percent and 17%. Now, I want to make it really clear, actually, most people were at the lower end, I just had a couple of really good examples in front of me that threw up to the 17%, again, can depend on so many things, I’m not going to go down that rabbit hole because that’s point 3.
So, between 0. 5 and 17%, what does that work out in actual numbers? If you had 500 people sign up for your webinar and 0. 5 of them bought, that’s roughly two to three people. It’s actually 2. 5, but 2. 5 people aren’t going to buy. So between two and three people will buy the thing that you’re selling. If you had 500 people sign up to your webinar, and 17 percent of them bought, then you’re looking at about 85 people.
And I know that seems wildly different. And you’re like, I want the 17 percent [00:22:00] please. Yeah. Yeah. I’d love that all day long. When we get to point 3, you’ll see the sum of things that can affect this. That’s the difference between two and 85 could possibly buy. probably more down the lower end. Like I said, most of my examples, in fact, if I just have a look at my examples in terms of percentage of sign up that bought, it was like 1. 69, 17. 5, 0. 7, 0. 6, 3. 7. And that one was actually, again, about the 17 mark, but that was a while back.
So yeah, most of them, and then I have some other stats, but yeah, most of them are around that level. That’s 9%, 10%. They’re pretty good 2%. So there are varying versions. And like I said, there are so many reasons why that will differ, which I will come to, but 0. 5 through to about 17%.
Okay. So now let’s look at the percentage of people who will buy from your list size. Denise Duffield Thomas has actually talked very openly before, but that she said between one and 3 percent [00:23:00] of your list will buy. So these figures shouldn’t come as too much of a surprise. But when I looked at my data, the percentages were between 0. 01.
Again, imagine if you have a big list, 0. 01 of a percent through to 2%. In my examples, I actually didn’t see anything above 2 percent of someone’s list size buying. And like I said, these are real examples. Okay. Let’s go back to our example of having a list of 5, 000 people. 0. 01 percent is less than one person.
So we’re just going to say it’s one person. So one person of your list would buy based on those figures. And then, if it was 2 percent of a 5, 000 list, that’s 100 people. Again, that swing is wildly different, but actually, that percentage isn’t wildly different. So, you know, basically from 0. 01 to 2 percent is not that big a difference, but on an email list size of 5, 000 people, that can be quite a chunk of different people.[00:24:00]
Hopefully this has given you an idea of what to expect and I want to give you a couple of real life examples. One of them I am going to tell you who it is because it’s Denise Duffield Thomas and she shared it very publicly and the other one I’m not because obviously these are people’s data that I have in front of me.
So the Denise Duffield Thomas example is really, really good and like I said I will link to it in the show notes of her debrief. I am making an assumption because one of the things that she doesn’t say or I didn’t spot is how many people she had on her email list. So Based on what I know about other people’s email list sizes and the size of their, them, I am going to assume, I actually went in that her list was 300, 000 and I’ve dropped it to 200, 000 to be a little bit fairer.
I, I would put money on that her list is in and around that size, around 200, 000 people. She actually did three different ways to launch. She did a bootcamp, she did a webinar, I think, and she did a Quiz. And she counts her opt [00:25:00] ins as people opting into any one of those three things. And as you will see when we get to the next bit, someone’s intent to buy in doing a quiz is very different from someone’s intent to buy to doing a webinar.
Please bear that in mind, okay? She said that she had 25, 682 people opt in to one of those three things, or maybe more than one of those things. But basically, her kind of opt in list, her opt in rate, was, if I’m basing it off 200, 000 on her email list, percentage of people that signed up to her thing was 13%, which is quite high.
However, bearing in mind one of those things was a quiz, so that’s not just into a webinar, that is one of three things that she got them to do. So that is quite high percentage, but that would make sense because one of them is a quiz and therefore it’s fairly low commitment from the person. 25, 682, 13 percent of her email list if I’m basing her email list size of 200, 000, [00:26:00] which like I said, I’m making an assumption there.
The next thing that she shares is she ended up selling 952 of her programs, and her cost of her program was $997. I’m assuming that was Australian dollars, might be American dollars, but it’s it’s dollars. So she sold 952 of them. Okay. So basing her percentage of sales off the people who opted in, and like I said, they opted in for multiple things or one of multiple things, a webinar, a quiz, uh, and then I think a bootcamp, something along those lines, that percentage rate means that the percentage of people who bought that opted in, i. e. the percentage of people who bought from that 25, 000 was 3. 71%.
Really good percentage. She even says herself, her goal was 4 percent and they hit 3. [00:27:00] 7. So they were really happy with that. So 3. 71 percent of the people who opted in bought. Of her list size. So let’s say her list size is 200, 000. Like I said, I’ve made an assumption there.
I might be, well, I probably am wrong. I’m making a guess, but I think it’s a fairly educated guess. That means 0. 48% of her list bought. Okay. So she had 900 and something, 952 people buy that only equates to 0. 48 of her list, her launch based on those figures. And she actually tells you what she bought in, but it’s about a million dollars that she bought in on that launch.
That’s turnover, obviously not profit. Again, I think she goes into the whole profit thing as well. So definitely have a look at it. If you, if you’re interested, I mean, I, like I said, flipping geek out on this stuff. So bear that in mind, 0. 4 percent of her list, 0. 48 percent of her list bought. Just think about what your list size is.
Okay. So [00:28:00] now let’s go to an example that I’ve got. So this launch that happened a while back, it was actually, I’m going to give you two examples. One was about six months ago and one was like a few years ago. So the one example is, that was a few years ago, the list size was 4, 000. They had 451 people sign up to their webinar.
This was a webinar and they had 148 people show up live. Okay. So that meant they had 11 percent sign up from their list for their webinar, really good percentage. The interesting thing you need to know about this is, this is the first time they did anything like that. So this person, they, they had never done a webinar before.
So this was new. So, and we put a lot of effort into that webinar. The turn up rate was 33%, really good turn up rate. However, this was a few years back. So you could probably argue that, as I said earlier, this probably isn’t the percentage rate you’d get now. [00:29:00] They ended up selling a membership for 47 Pounds a month.
And they ended up getting in 130 members on their first go. Their percentages were actually amazing. So their percentage of people that bought from signing up to the webinar was 28 percent huge. Not entirely sure how that happens, if I’m honest, but like I said, it was a fairly new thing. It was a really, really warm and loved audience, which meant the percentage of their list that bought was 3. 25%.
Like I said, that is a massive, massive, huge example of an amazing launch. And that’s still only 3 percent of their list, but that’s massive. To have that many is huge. Great example. The other example I’ve got, and I hope I’m not boring you with this, but the other example I’ve got was one quite a few months back, but [00:30:00] fairly recent, email this size of about 3000, they had a signup rate of about 700.
So they had a really good percentage of people who signed up. They actually had a 26%. people that actually signed up for the webinar. They had a turn up of 167, which gave them a turn up rate of 22%. I would say very typical for this kind of level for this kind of, you know, at the moment, how webinars are going.
The cost of their thing was much more expensive. So the cost of that thing was around the 1500 mark. And they ended up having about 15 people opt into that product, which meant the percentage of people who signed up off the back of registering for the webinar was 1. 95%. And the percentage of [00:31:00] people that bought from their list was 0. 5 of a percent.
So really similar to Denise Duffield Thomas. The other one I said was, that was obviously 3%. That was a big, big percentage, but 0. 5 of a percent. Now. The thing is, you would look at these launches. So Denise made just short of a million. The one launch I said, which was the membership per month, they were bringing in about 6, 000 a month.
And the other one made about 22, 000. They sound insane. They sound amazing amount of money, but bearing in mind, the list sizes were I’m guessing 200, 000 for Denise, the other one was 4, 000 and the other one was 3, 000. So these are people with big lists. Don’t get totally disheartened though if your list is small, the percentages tend to work a little bit better.
Okay, I realize this episode is really long and I’m sorry, but I really hope this is useful. In fact, please do come and let me know if it’s useful. Okay, I want to go through point three now. So point three is [00:32:00] what are the things that can make a difference to those percentages? Because like you can see, and like I’ve shared, they can be wildly different.
So what makes one thing be point zero five of a percent? Or 17%, like how does that happen? So there are so many things that can change the percentage. And there are so many things that can have an effect on your launch. And I think this is where working with someone like me can really help because I can look at it and I can look at all the nuances of that launch and go, that makes perfect sense.
That makes perfect sense. That’s not what I would expect. I want you to bear that in mind when you look at your own stuff. I want you to think it’s not as clear cut as maybe you might think in the first place, hopefully I’ve helped you understand that it is a bit different, but these are some things that can affect it.
Firstly, the age of your email list and how engaged they are. If you had an email list, that’s 5, 000 people, but your open rate is 5%, you’re not going to get those good opt ins because you’re not getting people to look at your email. So that’s one [00:33:00] thing that can affect it. That can also in fact, affect the turn up rate.
That can also affect the purchase rate. So. Loads of things can be affected by your age of your list and how engaged they are. When the last time, when was the last time you sold? If you are going straight off one launch into another, into another, into another, that is going to have an effect on your signup rate, your purchase rate.
The next thing is, did they come from ads? If you are doing ads to get people to come to a webinar and you are doing ads to a cold audience, you might find that your turn up rate is lower and your purchase rate is lower. Your sales percentage is lower because they are a colder audience because they’re coming from an ad and therefore they’re new to you.
If your aim is to, if your aim in that webinar is to get people into your world and get them to know you, then great, perfect. Just be aware if they’re coming from cold ads. That’s going to be a lower percentage, the [00:34:00] cost of the thing. Now, obviously that is going to have a massive, massive, massive effect on what you do from a sales point of view.
Because if you’re selling something that’s 2, 000, as opposed to selling something that’s 49, your conversion is going to be different because the, the barrier to entry is lower for starters. I’m not saying it’s always as easy as a lower price a higher percentage. It’s not always like that. However, often that is the case.
I find that people who get the higher percentage tend to do a lower thing, a lower cost thing. That doesn’t mean to only do lower cost things. That’s not the case at all. Just it’s your expectations and just knowing what to think. The other thing that I’ve seen from a cost point of view is if it’s a recurring cost or not a recurring cost.
Again, that will have a difference to your percentage. Following on from that. What is the call to action that will have an effect? Are you asking [00:35:00] them to buy straight away because it is a cost of something that they can purchase and really anything up to 2000 I would say you can ask for the sale straight away or are you trying to get them on a call?
So if you’re trying to get them on a call and you’re selling something that’s 5000 then that’s going to have a big difference in how people buy, the ease in which you will buy and the percentage in which you can expect. Again, when I look at. My stats that I’ve got in front of me of real examples, the people who were able to go just buy got a better percentage than the people who asked them to book a call.
Now, what you’ll probably find is they can end up making the same amount of money with a much lower percentage because the thing that they’re selling is much higher cost. So again, you’ve got to bear that in mind. The number of emails you send is going to make a difference to the number of people buy, the number of people who show up live to the webinar, the number of people who come to the webinar.
So if you’re not sending many emails, you’re going to have less people. You’re going to have a lower percentage. I’m [00:36:00] not saying bombard people, but just bear that in mind. The bonuses you offer, this is a whole thing in itself to talk about, but you will see with big launches that they have Fast acting bonuses.
They have bonuses that come in on certain occasions and go out on certain occasions. They do stack of bonuses, like bonuses can make a difference in terms of the percentage of people that you are having by, but also they can make a difference to the people who turn up to your webinar. One of the things I always suggest with webinars is that you have a bonus for people who attend and stay till the end.
Next one, I feel like I’m flying through these, but this really is just a list to give you an idea of all the things that can affect it. Time deadlines. And if it’s closed cart or open cart, that again, will have a big difference to your percentages because if you have a hard time deadline, And you close CART really quick, or you are closing the CART full stop.
That can help in terms of having a higher increase of percentage. If the CART doesn’t close, then you might find it’s a lower [00:37:00] percentage. That might not be the case for you. Everything I’m saying here, you might think, well, mine’s different to that. And that’s fine. You go based on what yours is currently doing.
Payment plans. This will have a difference for sure. One of the things that Denise shares in her debrief is the number of people who took payment plans and the different payment plans they took. Fascinating. I find it fascinating, but like I said, I geek out on this stuff and this is how I make money because this is how I help people.
So I really do need to geek out on this stuff. If you have a payment plan that can make a difference. If you don’t have a payment plan, that can make a difference. Some people will want a payment plan. Some people won’t want a payment plan. it will make a difference to your percentage. And then if you have done the sales webinar before, so if you are just churning out the same webinar and you haven’t rebuilt your list, it’s going to have a difference.
I’ve literally just thrown a load of different things at you there. I can’t believe this has gone on for almost 40 minutes. So I’m sorry this has taken so long, but I really, really hope that’s been helpful. It’s probably could have been three different podcasts, but I [00:38:00] think it’s really helpful to hear them all together.
I, what you should focus on in terms of what stats are you actually collecting. Two, what is realistic and what you can expect. And three, some of the variances, some of the nuances that will make a difference to your launch and the percentages that you can get. The key thing I want to say about all of this is you are not competing against someone else, you’re competing against yourself.
So the aim of this is do something, find out what your results were. Make a tweak, try again, make a tweak, try again. When you’re making those tweaks, you will be able to see, okay, if I offer in this, will it have a difference? If I don’t offer this, does it have a difference? If I do it at a lower price or if I do something for a lower price and do it through a webinar, does that help or not help?
So many variables, but the aim of this podcast and what I hope the key thing you take away from it is, Don’t get distracted by seeing these amazing huge launches, and [00:39:00] don’t get me wrong, I love them and they get very exciting to watch and be part of. It’s the percentages you want to focus on, so when you look at your numbers and you think, that’s rubbish, it probably isn’t.
It probably isn’t rubbish at all. And I bet if you bought the results to me, I would be able to explain why you got the results you got. Okay. Like I said, I really, really hope this episode has helped. I really hope it’s given you a clear idea of what launching actually really looks like. If you have anybody else that launches a digital product, a membership, a course, a coaching program, please do share this episode with them.
Because I think the more we can get this honest review of what this thing is the better. Okay. Thank you so much for spending this time with me today. I do not take it lightly. I appreciate every single one of you. Please let me know what you thought of this episode. I love, love, love hearing from you. And if you geek out on this stuff as much as I do.
Okay, have a wonderful rest of your day and I will [00:40:00] catch you next week.
