2 critical pieces of data that will predict a successful launch
(OR A LAUNCH FAILURE!)
Ready to launch your freshly minted project? A new course showing freelancers just what to do in order to travel the world and be profitable while doing it? Or maybe it’s a new planner for lefties who love to be organized, but if they have to use ONE MORE PLANNER made for right handed people, they might just give up and live in perpetual squaller, never to be on time again?
Whatever your project is, you’ve invested time, effort and possibly even tears into it.
Chances are pretty high that you want to actually make money and not have a disastrous launch. You want a site that is a sales machine with systems ready to go that make earning money seem almost effortless, and a process in place to help you build post-sale relationships with your customer. I bet thinking about data is the furthest thing from your launch planning. I’m here to tell you that it shouldn’t be!
Data can help you predict what will happen with your business.
You heard me! There’s this thing called predictive data analysis which takes a lot of time and a lot of jargon to dig through, but BASICALLY….
Data gives you a crystal ball to look into the future.
Dear Data Crystal Ball, will my launch be a success
or a dismal failure?
You can be your very own predictive data analyst, or as I like to think of it – your very own fortune teller. (Incense, layers of scarves, and purple eyeshadow totally optional but obviously recommended….)
For example, a client of mine was trying to predict how much money she’d make with her upcoming launch. We were setting goals and working towards smashing them. First we had to figure out her conversion rate. At the time, she had 5,000 people on her list, and the last time she launched this course she had 111 people register.
111/5000 = 2.22% Conversion Rate
This launch, she wants to make $62k in sales. She has 7,757 people on her list (after removing the 111 who bought the course this spring). Her course is listed at $500. If we look at her healthy list and see that she had a conversion rate of 2.22% last time around we can apply that to this launch and predict how much money she’ll make.
# people on list X conversion rate = potential sales
7,757 X .0222 = 173 potential sales
173 potential sales X the $500 cost of the course =
$86,500 in predicted sales
But that’s not the only way you can use data to predict in your business. You can also use data to predict what YOU should be doing to help your audience. And your website is a tool to help you discover how to connect with them.
When I’m working with clients to help them scale their business through sales, the first two things I look at are where people are coming from and what they’re doing. These two metrics, acquisition and behavior, are your crystal ball. They’ll show you where to focus your attention and how to make more content that connects and converts.
Before you get nervous about looking at numbers, DON’T. Yeah, some people have doctorate degrees in this stuff. But remember, my first degree was in COSTUME DESIGN. I’m not trained in statistics or high-level predictive analysis. And you don’t have to be either. So don’t get stressed out and don’t give up on data before you’ve even started!
LEARN WHERE YOUR TRAFFIC IS COMING FROM
The Big Where
Find under: Acquisition > All Traffic > Channels
Why should you pay attention to this report? Because it shows you how people are finding your site. Maybe you’ve been spending a LOT of time in Facebook groups cultivating relationships and adding value. Here is where you can see if this strategy is actually paying off or if it is a waste of time.
Mic drop. You could gain hours in your work week every single week from this stat alone.
Do you have a high number of visitors from referrals? This could show you that that guest post you did KILLED it and had people coming back to your site in droves. It might also show you that you aren’t getting ANY clicks from email… which means you need to step up your email list game and work on your calls-to-action.
LEARN WHAT YOUR PEOPLE ARE DOING
PART ONE: LEARN WHERE ARE THEY COMING FROM?
Find part one under: Behavior > Site Content > Landing Pages
So this one is two fold, you’re really getting two tips for the price of one (and by price I mean free-hundred-dollars). Start by looking at your landing pages. This shows you where people are landing for the first interaction. You can see your most popular pages, and you can see how your top content is performing. Think of this as your opportunity to be a fly on the wall for first impressions. You can see how long people tend to stay on the page, bounce rate, and the number of pages they read. This is a great place to learn what NEW content you could create with similar results.
Back to predictions, you can use this information to predict what content would be a hit! Are people LOVING your article on TINY HOMES FOR MONSTER MEN? Maybe it’s time to create a few new blog posts or even use its success as validation for an ecourse or challenge.
Once you see what is working, you can investigate WHY it is working.
You’ll be able to look at the delivery, tone, imagery, and content to make educated guesses about why it was so successful. You’ll be able to look for trends in stellar content, and use that information to update and refresh your old content.
Here’s part two of this amazing feature: you can see where people are going after they read your content. Kind of creepy, but 1000% awesome.
Real World Application: We can see that this client's top pages are "Character Intros Make Readers Fall in Love,” “How to Get Big Impact From Small Character Arcs," and her home page. From there we can start brainstorming some great new content ideas - blog posts, videos, guides, all kinds of goodies based off of what the user is “telling” her to write. It’s up to her to determine if creating more content focusing on how to start a script is part of her future, or if she wants to focus more on building up her articles on character arcs.
PART TWO: LEARN WHERE YOUR PEOPLE ARE GOING NEXT
Find under: Behavior > Site Content > All Pages > Navigation Summary
The navigation summary helps you see what people were doing before they got to ANY page on your website, and where they went after they were on that page. This is helpful for several reasons:
- Seeing where people are going next to learn more
- Seeing if people clicked on a relevant link to track conversions
- Clicked a button to go to a:
- Sales page
- Contact form
- Affiliate link (if going off-site you’d need to set it as a redirect)
- Webinar registration
- Joining a group
- Clicked a button to go to a:
This information gives you the tools to make informed decisions about your content AND your site design. It allows you to decide if you have too many choices on the page or if you need to add a conversion option to the page if one is missing. This information also lets you understand what information your user needs, and in what order.
Take this client's home page for example:
The first page most users go to after the home page is to her about page. If we go look at her about page, the next page page they tend to go to is the blog page (be sure you’re looking at each page’s navigation summary, not just reading down the “next page path”). We can begin to see the journey the visitor takes through her site.
Be on the lookout for back button behavior. For example - if her typically user went to the home page, then her about page, then BACK to the home page - that’s a red flag for back button behavior. Which means they didn’t find what they were looking for or didn’t have a clear understanding of where to go next.
If this happens, you know to go in and edit the call to action on the middle page (think of the page they came from and went back to as the “bread” of the sandwich). How can you add some meat to it? What can you do to make it more engaging or take your reader on a journey?
Consider adding in suggested posts, calls-to-action, and clear up any navigation concerns. Depending on your business goals, you can use this as a powerhouse of information to determine how to make your site work for you.
✗ Discover where your traffic is coming from.
What are the top three sources of traffic to your site?
✗ Where are your visitors "landing"?
Which pages or posts welcome your visitors to you and your offerings?
✗ Where do they go next on their journey?
What path do they take through your website? How can you make this path clearer and guide them towards your goal?
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