Hope you enjoyed celebrating your latest product launch because it’s time to down the champagne and get down to the business end of analysing #allthethings.
If you thought the pre-launch spreadsheet and content plan you followed got your adrenaline pumping, get excited because we’re about to dive into what you need to do now that you’ve released your newest creation into the online world.
Because gathering, assessing, and understanding all the data is an absolute must if you’re planning on launching another product anytime soon.
It’s all about learning what went well, and what didn’t go so well, and applying those lessons to the next release for even better results.
In this article we’re going to cover all the data points you need to gather, then review, to ensure your next launch is even more amazing.
Now, if you didn’t intentionally go about setting up data collection points before your last launch, do not worry! There are still a lot of ways to see how everything tracked to help you up the revenues for next time.
And remember: don’t be daunted by the data, it’s your absolute best friend for optimising for business growth. It also doesn’t hurt that I’m a huge, huge fan. So let’s get into it.
Review how your website performed during the product launch
When it comes to measuring how your website performed during your product launch, Google Analytics is your friend in this space because it can give you some pretty insightful numbers to work with.
What to look for in Google Analytics
When you’re in Google Analytics, you’re going to want to check out the data for various stages of your launch, including your:
- Pre-launch content release for attracting organic traffic
- Specific pre-launch promotional activities for generating interest, hype, intrigue, or early sales
- Launch promotional content release for building connections and enticing last-minute full-price sales
So, with these date ranges on hand, grab your relevant URLs and drill down to see the traffic numbers for how many people:
- Visited your website content as part of your pre-launch marketing activities
- Landed on any squeeze or landing pages during both pre- and launch date ranges
- Clicked through to your sales pages and how much time they spent on the page (this shows how engaging the page was)
- Purchased your product
Analysing this data and looking at the pages by date range helps you to identify any sales patterns.
You’ll be able to see how many people purchased during early-bird price sales dates versus those who purchased during full-price sale dates. You’ll also be able to see if your pre-launch content releases worked to attract more organic traffic in the leadup to your launch and what this traffic did when they found your content.
If you’re unsure on how to navigate through Google Analytics, sign up for my 1-1 60 minute training session to learn how to drill into and understand the data.
How did your organic traffic perform during pre-launch?
The purpose of releasing relevant content in the lead up to a product launch is to increase your organic traffic attraction so that they are aware of your brand and start to form a connection with you and your offerings. A content push in the lead up to a launch can work to drive leads to your email lists so that you can nurture them into your launch sequence.
Along with Google Analytics, to see how a piece of content performed, you can also look at:
- Social media platforms for engagement figures
- Email marketing for opens and click-through figures
- Blogs and articles for comment figures
Analysing how each piece of content performed will help you identify what you can do more or less of next time.
What was your sales page conversion rate?
Your sales page conversion rate is the number of conversions (sales) divided by the overall number of visitors to your sales page.
So, it can be a pretty good indication of how successful your sales page/s were in hitting your goal sales figures.
But it’s important to remember that how your sales pages performed is part of the overall marketing picture, so don’t focus all of your attention on the data. Instead, use it to inform any tweaks that could be made for next time.
There are a number of reasons why your sales page conversion rate could be low. If you do have a lower than average sales page conversion rate, consider upgrading your sales page before your next launch.
Here are a few of the most common things to improve for next time:
Your calls to action
Calls to action are everything on a high performing sales page. Check that you are using copy that is clear and direct but doesn’t put your audience off buying either.
Also, pay attention to where you’re placing the buttons on your sale/s pages – are they high enough on the page to grab your audience’s attention?
The value of your offer
Your audience likes to know that they are getting value for their purchase. Outline the cost but also be clear on the value they will also get with their purchase.
To do this, you need to speak to the benefits of the product and work the copy so that it aligns with your audience’s emotions and belief systems.
The technical performance of your page
Slow load time or poor mobile responsiveness can really turn website visitors away. Using very large images on your site may cause it to load slowly. You may also have internal errors that you’re unaware of.
Consider using Google Search Console to help analyse your website’s technical performance in the lead up to your next launch.
The copy and layout of your page
Copy and layout go hand-in-hand on a sales page. Where you place the copy is just as important as the messages you are trying to convey.
Ensure you are following best practice and making it easy and obvious for your audience to buy from you when they land on your sales page.
Look at what content performed the best on which channels
Once you’ve got a good picture of your website traffic figures, change your focus and look at what content performed the best, and on which marketing channels.
On social media, you’ll track engagement through post interactions (likes, clicks, comments) and the more you have, the more engaged your audience has been with your content.
To determine if the social channel has resulted in traffic to your landing or sales pages, then you’re going to head back into Google Analytics and check out the Acquisition section, broken down by Social Network within All Traffic.
This data is going to show you all the relevant traffic information about each of your social media channels, including:
- Which social network the traffic came from
- The percentage of your audience that came from that social network
- How that audience behaved on your site
- And then the results of the actions your audience took on your site (converted, bounced)
You can break the data down even further by adding your audience’s landing page as a secondary dimension. This will show you which page your audience arrived on and from which channel, and then if this resulted in achieving a conversion.
Srsly, this information is gold when it comes to knowing which social channel to focus your efforts on next time!
Depending on your email marketing platform, you may be able to gather some really insightful data on how your email sequences worked for you during your product launch phases.
Many good marketers will tell you that email marketing will give you faster sales online because you’re engaging with a warm audience. Having a deeper understanding of how your audience engages with your emails will help you to make even more sales.
With that in mind, review each of your pre- and launch sequences review the:
- Open rate, the number of replies you received, the click-through rate, and if possible track the conversions from those clicks.
- Email subject lines that got the most opens – use these again, or something similar, because your email list was compelled to open!
- Buttons or links that got clicks – how did you position these within the copy, what compelling action words did you use? Use these again!
- Quality of the replies you received and consider the copy you used to engage your audience – which direct questions did you use to compel them to reply to you?
Active Campaign is my favourite email marketing platform but you should be able to get these insights from a lot of the major players.
Setting up conversion tracking in Google Ads is going to give you some solid insights into how well your ads performed during your pre- and launch phases.
If your ads campaign is receiving a lot of clicks but few conversions it may mean that you need to tweak:
- Your budget spend so that you aren’t seeing a low ROI
- The target keywords and ad text to ensure that you are attracting the right audience
- Your sale/s pages to ensure they are performing as optimally as possible
As always, consider your audience and their expectations. Do your ads and your sales page/s accurately reflect what your audience is looking for.
Looking ahead to your next product launch
There is lots of work to be done in between launches, but when you set up smart processes and automations, you’ll have all that amazing time up your sleeve to really relax and enjoy the celebrations post-launch.
Set yourself up for post-launch success early in the piece by:
Keeping your key organic content pieces working for you
Get your pillar posts into your blog plan well in advance so that they are working for you in between launches by always attracting organic traffic.
Ensure that your blog content and videos are optimised for search engines and use relevant keywords. Create waiting lists or updated sales page/s for future launches and start nurturing those warm leads early.
Revising your product launch plan for next time
Review all the data you have available to you to determine what content can be reused or what needs to be culled or updated for next time.
Don’t recreate the wheel, but don’t reuse anything that didn’t bring you any return previously.
Create a solid content plan that outlines core content pieces to support your launches by generating organic traffic and continuously builds your audience in between launches.
For those who are big on the DIY front, check out our popular Complete Content Marketing Toolkit which includes everything you will need to get your content ducks in a row and power out those successful launches without the overwhelm or fatigue.