A couple of months ago, I decided to try a new pre-launch list-building activity. I’d heard so many positive things about live challenges so I thought I’d give it a shot as my pre-launch list-building strategy for the Launch Mastery program. In a previous blog I wrote about the behind the scenes of planning the challenge and this week I want to share my challenge lessons and results from the Launch Like A Pro challenge (including conversion rates and all the secret squirrel statistics that I normally only share with my team)!
I decided at the start to ‘go pro’ with the challenge and invested in a logo, brand identity and branded opt-in page as well as copywriting and custom design of challenge delivery pages in my membership site. I also had a photoshoot and the images were used for the challenge and for a re-style of the sales page.
I’m at a stage of my business where it goes against my brand to DIY so implementing new strategies and activities such as a challenge need to be well thought out as opposed to spur of the moment (one of the downsides of success and growth I suppose).
Direct costs were:
- $1500 on copywriting
- Just over $600 on graphic design
- Around $700 on web design
- $1,000 on Ads & Ads Management
- Photoshoot $500
- Additional amount on tech set-up & social media strategy implementation
So all up, this was approx $4,000 to create.
The Opt-In Page
Longer opt-in pages have always converted well for me so I also invested in a copywriter (actually two!) and a designer to help me deliver it.
Here are some snippets of the sales page design and copy:
We also followed the opt-in page with a thank you page to encourage subscribers to share with their community (see below)!
Opt-in Page Conversions
We had 913 visits to the Launch Like a Pro Opt-in page with 759 opt-ins – that’s a conversion rate of 83%.
In case you are wondering that’s VERY high!
The challenge clearly resonated and the opt-in page design and copy was effective at encouraging people to sign-up.
Delivering the Challenge
A major aim of the Launch Like A Pro challenge was to give people a ‘feel’ of the quality of the Launch Mastery program.
So I decided early on that I wanted to run the challenge from my membership site.
This means that participants got their own username and password and got to login just like participants from any of my programs.
Once they were inside the membership site, they could access all the resources (video, audio, worksheet and checklist) in the one spot.
Here is a sneak peek at what this looked like:
There was also an area for participants to leave comments and ask questions which I discussed during the Facebook Live video for that day and I responded personally to every question.
The engagement in the membership site was excellent without having to set-up a free Facebook group.
Social Media Strategy
The social media strategy for Launch Like A Pro challenge was multi-layered and included paid advertising (Facebook and Google Remarketing), Facebook Live videos and organic daily posts.
For paid advertising, we ran a variety of Facebook ads targeting:
- People on my list
- People who like my page
- People who have visited my website
- People who read this blog post
- People who watched my daily Facebook Live videos
These ads ran prior and during the challenge.
We didn’t do ads for fresh (new) leads.
During the challenge, I also did five Facebook Live videos to accompany the five days of content. In these Facebook Live videos, I summarised the content for the day and answered any questions that had been left in the membership site or were asked during the Live. I was then able to download the Facebook Live video and upload it to the membership site.
Finally, the challenge was promoted both before and during the challenge on Facebook and Instagram.
Here are some examples of graphics we used:
I also decided that I didn’t want to create a free Facebook group to accompany the challenge – like many big entrepreneurs do! My aim for the challenge was to encourage people to purchase Launch Mastery and I didn’t want to undervalue the Launch Mastery Community forum by creating a free one.
The Facebook Live videos performed well with more than 6,000 people reached and 2,800+ views.
The total spend for the advertising campaign was $766 with 253 leads generated (through remarketing) and three sales of Launch Mastery made (at least $4500 in sales) as a result of the advertising.
Selling into Launch Mastery
On the last day of the challenge, I opened the cart to the Launch Mastery program with a special 72 hour bonus.
This was promoted in emails to the Launch Like A Pro participants, during the Facebook Live video and in the membership site (see below).
This was followed by some Facebook ads that retargeted the Launch Like A Pro participants.
We had 12 people who did the challenge sign-up for Launch Mastery which is a conversion rate of 1.6% (well within the typical conversion rate of 1-2%) and this accounts for half our new participants in Launch Mastery. It delivered $23k in revenue and therefore returned a large profit (expenses accounted for less than 20% of revenue).
I do feel that challenges probably convert higher for lower priced programs however it was still a success and I feel it demonstrated the value of running it bigger and better next year.
In summary, my main challenge lessons were:
Launch Mastery is a slow-burn strategy
People who are actually ready to launch account for just 15-25% of my list currently.
This is something I am working on to attract more online entrepreneurs at this stage so it accounts for a lower than usual total opt-ins for this promotion.
From a perspective of targeted traffic the opt-in conversion rate was off the charts and it shows great potential for the future.
This situation is really normal when your business or offerings are in a state of transition and this is true for me. I am transitioning to focus more on the launching mindset and strategy not just the creation of e-Products.
I’ll absolutely run the challenge again next year and make the following improvements:
- Record some professional videos to go along with it – both for the opt-in page, Facebook ads and for the daily tasks
- Have a live webinar event directly (or soon after) the 5 days to sell into the program
- Attract and engage more people ready to launch prior to the challenge going live – likely through promotion of relevant blog posts to that audience
I absolutely loved creating this challenge, it was a “challenge” and so much more work than I first anticipated to deliver it the way I wanted.
I had to pivot with my strategy as I had returned from a week in Bali with Bali Belly was not well enough to record professional videos.
So we pivoted and decided to use Facebook Lives instead, in the end it turned out great and the feedback was amazing.
I think it boosted my confidence with creating challenges in my business and also got me WAY more confident with Facebook lives – as I tend to hide behind my emails in a launch!
I love to observe a launch strategy for a while and come up my version of the best way to implement it rather than be a first adopter.
It’s important that I try different launch strategies in order to be the best possible launch strategist and mentor for my clients.
It was a big undertaking (for me) to show up live, on camera, every day for a week at the same time. That took discipline and commitment and it goes against my core values of “time freedom” but I’m glad I did it!!
Some days I had to push through sickness, tiredness or just nerves but I was always glad that I did afterwards!
So are challenges any better than other launch strategies?
My biggest challenge lessons were that all launch strategies work well.
Having done webinars, video series, PDF opt-ins and now challenges – I think they all work.
I think that you are best to choose the strategy that most suits your budget, timeframes and personal strengths!
An insight for me was how much work new strategies are if you want to “go pro”.
Sometimes it might be better to refine and reuse rather than recreate such as my popular video series that has been running for years now.
However in this instance as this is a very new program we needed a great pre-launch strategy and this challenge ticked all the boxes for me (and my clients).
If you want to create challenges in your own business I recommend you check out Jadah Sellner’s “Build Your Challenge”. I’ve worked with Jadah recently and she also presented to a mastermind I am in and she really knows her stuff!
So stay tuned for future rounds of the Launch Like A Pro challenge and see how it develops and transforms over time!