(Product Launch Series Part 4 of 4)
In the previous lesson we talked about integrating a marketing narrative into your product launch. Today we’re going to look at what to do on your product launch day and after it…
(Watch this video – it may take a couple minutes to load after clicking it…)
– Web hosting problems
– Payment processor issues
– Other various technical problems
– Product that needs to be revised at the last moment
– The best time to launch is when the majority of your prospects are going to be awake and online.
– 12 noon Eastern Standard time is a pretty happy medium for the English speaking market (except Australia & NZ)
– It’s typically OK to open the doors a little early, but don’t be late.
– Call it “Early Bird Access” for your affiliates, and let them mail their lists before you mail yours.
– Don’t launch early if you’ve truly built up a ton of excitement. Launch on time.
Possible stats to report if they are attractive:
– Front end conversion rate
– Backend conversions
– Total units sold
– Earnings of some top affiliates
– Make it big so you only have to do it once. (see video for examples)
– Note: just because your initial conversion rate is sub-optimal, that doesn’t necessarily mean you need to make a price adjustment.
– This can take a lot of work but is often the single biggest thing you can do to save a failing offer. (see video for examples)
– I usually use Conversion Prophet
Some things to test:
Sales copy elements
Video controls (No controls except pause is usually best)
Video autoplay (autoplay is almost always best)
Order box and button variables
Timed/hidden order buttons on Video Sales Letters
Social proof elements like FB comments/likes
Sales page file names (ex. index.html vs. superdeal.html)
Focus on big differences until you dial in a winner, then you can test the small and subtle stuff.
– This is one of my most valuable tips I’ve ever given. See video for specific formula.
– Keep them excited, keep them motivated, and keep them promoting.
– Post daily leaderboard updates for your affiliate contest.
– Personalize the leaderboard as much as possible.
– Make it easy for your affiliates to keep promoting.
– Post new “swipe” emails daily.
Give them new reasons to email their lists again, such as…
– The price is going up
– New payment plan introduced
– New bonus added
– Different sales video
– Option to view text page instead of video
– Tie-in to a holiday or event that coincides with your launch
Create mini-contests to hit your inter-week goals. For example…
– 24 Hour contest
– 48 Hour contest
– Weekend contest
– Final day contest
– Holiday contest (if one occurs during your launch)
(See also lesson #58)
– You’re going to get an influx of support requests.
– It can affect your reputation and publicity that you get during the launch.
– Customers’ patience levels seem to be lower during a product launch.
– Giving quick answers to presales questions results in more sales.
– This might mean hiring some extra help (or partnering with someone)!
1) Plan your launch.
2) Launch it. (I realize this one is not a one-day action step, but this entire lesson series has been preparing you for it. I’ve broken it all down into smaller action steps leading to this point. This is the biggest action step in the entire series.)
3) Stay on top of things during the launch. Split testing. Keeping in touch with and motivating affiliates. Following up with prospects. Supporting your customers. Get help or partner with someone if needed.
In the next lesson we’ll look at monetizing the backend of your business after the launch.
As always, you are welcome to post your questions and comments below 🙂
Have a great day!