Once your cart closes, sometimes the last thing you want to do is jump right into the analysis.

But whether you hit your goals and want to make sure you know how – or if you fell short and what to know why – right after your launch is the best time to conduct your own post launch analysis.

Where To Gather Your Launch Data

When you’re pulling data together for your post launch analysis, there are four main places you’ll want to look.

The first one is your email list, this is the heart of where launching takes place. Email is the best conversion tactic for getting people to buy. What you really want to look at is, what are your average open rates, what are your click through rates and just kind of dig into your email software.

The next most important place to look is inside Google analytics or some page view software that you might be using, that will tell you how many people actually looked at your sales page, so you can figure out the conversion rate. You want to know how many people saw the sales page versus how many people bought it.

Then if you did a bigger launch or it wasn’t kind of your first launch and you really had Facebook ads going and webinar’s going and things like that, you definitely want to look at how your opt in page performed for that webinar challenge or video series event and you want to look at how your Facebook ads performed.

Launch Benchmarks You Should Be Hitting

There are definitely industry benchmarks you will want to make sure you hit, but keep in mind that it’s also important to compare your results to your business’ usual operating numbers. If your email open rates are generally 50% or more when you’re sending out a newsletter, that would kind of be high, but your launch then should be higher then kind of the benchmark launch opens. Right. If your email rates are generally lower, you can factor that in.

Going back to your email list, you should definitely be looking for 20 to 30% open rates when you’re first opening the cart. This is when people should be most excited and if you did a webinar or something like that, it should be even higher and you also are looking for a 5-10% click through rate, so that people are actually opening the email and then going to the sales page. Obviously the more emails you send, that will continue to go down, but you never want your emails to fall below a three percent click through rate when you’re launching or it means you just won’t get enough eyes on your sales page to make the launch happen.

There’s also a benchmark for sales page conversion rates, which is one percent for anything $500 or above. If you’re selling something a little cheaper, you can look for something like two to three percent or if you’re selling under a hundred bucks, you’re definitely looking for a five percent conversion rate or above. When I mentioned going into Google analytics, you wanna look at sales divided by unique page views and then dig into the numbers of what that conversion rate should be and, again, it should be at least one percent.

If you are doing a webinar launch or a video series launch or a challenge launch, you definitely want to make sure that the opt-in page for that is converting at 30-50%, meaning everyone who comes to that page gives you their email at a 30-50% rate. This means that your messaging is resonating, that you’re attracting the right people with your Facebook ad. If it’s under this, it means that your messaging isn’t hitting with the people that you’re running ads to, so your ads are probably costing you more than they should. It also means you’re just not going to get enough leads onto the webinar or the challenge or the video series to make your launch goals happen.

Then finally, with Facebook ads, if you are doing re-targeting ads, which I recommend, if you do nothing else, you do some re-targeting ads. You want to make sure that you’re not paying more then one dollar per click to your sales page because you are uploading your targeted email list, you’re targeting people who have visited the sales page, these are people who should definitely be interested, so you shouldn’t be paying too much for clicks. Don’t pay as much attention to the relevance score as maybe you would for some other ads. If you watched some of my other blog posts about relevance score, the reason being, that no one wants to be sold to you. On Facebook, your relevance scores probably gonna be a little bit low, but your clicks should not be super expensive.

Remember that your launch performance might be a little bit different based on however your past performance as been.

And that’s why I always recommend you go one level deeper with your data during a post launch analysis!

Diving Deeper Into Your Own Unique Numbers

One of the most important parts to track during your own launch is every single email during your promotion period, the open rate, the click through rate, how many people it was sent to, unsubscribes and general performance. Because you need to break down your emails piece by piece, again, because this is where the majority of your sales are going to be coming from; is from email to sales page.

To that end, I have put together a really awesome spreadsheet for you that I can’t wait to share to help you actually track your own data for your launches, so that you can do some actual deep digging and break downs into the numbers of what happened in your launch.

Click below to get access to my Launch Results template!

You need to know what emails worked and which ones you need to improve. What you’re looking for is, as you’re putting in all this data and I’ve got some formulas in there, so it should be calculating the percentages for you. As you’re putting in your data, you want to look for anything that’s a big jump. Let’s say you open your cart and your open rates are 29 and then next email is 28 and the next email is 27, then all of a sudden, your fourth email jumps up to 35% open rate. You really want to look at what you did in that email subject line to catch people’s attention. That’s a great email if it kind of made that jump.

On the other side, you definitely want to look for any down trend jumps as well. Again, if we kind of had that example of the 29, 28, 27 for your open rate and then all of a sudden it drops to 17, you did something very wrong with your subject line there.

You also want to be looking for those up and down trends and click through rates to figure out if you made a really sweet call to action, ’cause all of a sudden it jumped up or maybe you mentioned a bonus or a pricing plan, then you kind of know why your audience is interested or if you made a really weak call to action, your click through rate will reflect that as well. You totally should be embracing unsubscribes during your launch because if they’re not interested in buying from you, they shouldn’t be on your list. Because we are all businesses after all and you are paying for them to be on that list in most cases, so you only want people who want to be there. You also want to look for any major jumps. There should be less than one percent unsubscribe rates on every single email, but if for some reason, there’s five percent or 10%, just a massive amount of pl unsubscribing, you really want to look at what you did in that email and never do it again.

Breaking down those emails will be super, super helpful. The other thing this spreadsheet has that I want to dig into is helping you track those opt-in page rates. If you did a webinar, challenge, video series, et cetera, put in how many people looked at it, how many people turned into leads and how many people turned into sales. Because what you want to be able to see is, a lot of times people will stack these promotions, so I usually recommend that our clients do a challenge with a webinar or video series with a webinar or a couple of webinars. You want to know which webinar worked the best, which one got the cheapest leads, the highest conversion and then turned into the most sales.

This spreadsheet is going to help you see that because on your next launch, maybe you could skip the challenge altogether because the webinar way outsold the challenge, so just do more webinars or maybe the challenge way outsold the webinar, you could save time maybe just doing a Facebook live, opening yourself up to some discovery calls and making some other sales some other way, but you knew that, that didn’t work for you.

The best part about digging deep into your data like this is that over time you’ll start to see how your launches are growing and performing and you’ll start to see trends from launch to launch to launch to make sure that your launch is always increasing and never decreasing because again, we’re playing the long game, but we want to be incrementally getting better at our launches every single time.

Definitely dig in and start plugging in your numbers in that spreadsheet template if you want to figure out what kind of went on with your launch and if you need more help then that, once you’ve done your numbers, I’ve also got a free launch analysis report that I will do for you, linked below. You just fill out a few questions and I will send you back a report with three things that I think went well, three things I’d recommend you’d improve. It’s a super awesome report and I love doing launch breakdowns.

Your Turn

I hope that you can definitely use this video to increase the results on your next launch by tracking these metrics.

And let me know in the comments below if you have any “aha” moments as a result of digging into your numbers!