What Your Launch Numbers Are Actually Telling You
When you've had a slow sales period, or a launch that didn't feel like it went well, it's so easy to question everything and want to change your entire business structure.
I had this conversation with one of my longest clients (I love her dearly) - she'd just wrapped up a launch after a pretty turbulent time in her personal life, and was feeling flat because it hadn't converted as well as her last one. She's also very intelligent, and knows the numbers can tell a very different story to her mind, so she booked a call with me to debrief. When I showed her the conversion rate from her last three launches, she was so surprised to see the numbers. There was nothing wrong with her funnel or her offer - she just needed more eyes on it to reach her six-figure goal.
Let's break down some numbers, because you know I love that part
Four sales from a launch, looked at on its own, might seem like a below-average result - especially if your previous launches have brought in double digits. It might also feel amazing if you're just starting out. What actually changes what this number means is how many people had the opportunity to buy, versus how many actually did. Your conversion rate.
Four sales to a launch list of 2,000 is below average, and something needs to change.
Four sales from a launch list of 50 people is incredible, and should be celebrated hard.
You can't judge a launch in isolation
You can't look at these numbers on their own and draw any big conclusions about whether a launch was a success. There's so much more that needs to be looked at - this is my jam, the part I absolutely love to do. And once you have a clear picture of your data, it helps shape your next steps.
For the client above, she needs more eyeballs, so I recommended looking into an ads agency to help run Meta ads and amplify her reach. That's because her sales system has been proven three times over. She has the numbers to back the move, and a bank of incredible testimonials from her students to back it up even further.
Same problem, different diagnosis
For the launch above, where only four out of 2,000 people purchased, ads wouldn't be the next step. We'd look at the audience - were the right people on the list? The messaging - was it clear enough? And the offer itself - is it something people actually want, or just something you think they want?
Same four sales. Completely different fix. That's what looking at the full picture actually gives you.
Where the OBM Container comes in
If you're sitting with numbers like these and genuinely unsure whether the fix is more visibility or a different strategy, that's exactly the kind of thing I help sort out inside the OBM Container - ongoing support where I'm in the business alongside you, looking at what's actually happening across your launches and helping you act on it, rather than guessing at what to change next.