Case Study: 11% Launch Conversion Rate

 Jami King of  Handmade Journey  has an incredible membership program -- Handmade Journey Academy -- aimed at helping makers sell their goods online. She’s been in the biz herself for a while and has taken all she’s learned to teach them how to get seen on Etsy, expand into other sales channels, and use online marketing to supercharge it all.     She reached out to me to help her with the second launch of her membership because she wanted to bump up the price this time around and wanted to make sure she felt confident in the process that brought in more folks.

Jami King of Handmade Journey has an incredible membership program -- Handmade Journey Academy -- aimed at helping makers sell their goods online. She’s been in the biz herself for a while and has taken all she’s learned to teach them how to get seen on Etsy, expand into other sales channels, and use online marketing to supercharge it all.

 

She reached out to me to help her with the second launch of her membership because she wanted to bump up the price this time around and wanted to make sure she felt confident in the process that brought in more folks.

 

Key Metrics

 

New signups: 260

 

Monthly Vs Yearly Payment:

Monthly: 236 (90.7%)

Yearly Signups: 24 (9.2% of signups)

 

Earlybird vs Full Price:

Earlybird signups: 177 (67.8%)

Full Price signups: 83 (33.7%)

 

Launch Conversions:

Challenge Conversion Rate: 15.9%  (151 of 948 challenge signups (that weren't already members) converted)

Wait List Conversion Rate: 19.7% (56 of 240 wait list signups converted)

Entire List Conversion Rate: 5.7% (260 of 4,493 converted)

 

Total Conversions (including previous members):

Entire List Conversion Rate: 11.5% (521 of 4,493 converted)

Free Group Conversion Rate: 3.8% (521 of 13,449 converted)

 

Here are the keys to why it worked:

 

1. Re-engaged her large community.

 

Jami was lucky in that she already had a big following and a great pulse on her audience. However, she hadn’t exactly been emailing much lately, and her Facebook group was engaged but fewer on her posts vs. the questions inside. So we needed to focus on re-engaging around her content so she got seen.

 

We created an intentional content strategy and schedule to prime her audience members while also giving them things to interact with and become even bigger fans so they’d actually see the launch content when it was time.

 

2. Get qualified leads EARLY.

 

Immediately we decided upon a lead magnet that would be related to the product she was going to sell. This helped us get more leads {and re-engage old ones} around the SPECIFIC product/topic she’d be selling so as we built her list it was full of qualified prospects.

 

3. Used her strengths in the launch trigger.

 

Jami felt her best in a teaching environment, and her audience often needs a little more time to warm up than a webinar. So knowing that, we designed a challenge that lead right into her sales offer. It worked because the learning experience was aligned with what they’d receive inside and it allowed Jami to show up at her best. This again helped us get super qualified leads in the door as well.

 

4. Mid-launch urgency trigger.

 

We’ve all heard the stories of the mid-launch dip where it feels like no one is buying. With a two-week launch, we knew we’d want to make sure to keep people moving at every stage. So we added in an earlybird price {and some bonuses along the way} to keep people purchasing throughout the open cart period.

 

5. Social proof.

 

Jami had some great success stories to share from her students, so we used those, but Jami herself had the brilliant idea to create posts where people could say they had signed up for the program. This created an even bigger buzz from her students and those who were thinking about it, so she could have the social proof for them to feel confident.

 

While there are many intricacies, these were some of the unique points that allowed Jami to see a successful launch.

 

After we were done, Jami said it was her least stressful launch yet and she was pleased with the results. Plus, she was able to take the content and plan we used originally and tweak it for a flash sale and for her evergreen sales systems too.

 

The great part is that we did VERY little paid advertising. So her investment has paid for itself time and time again already, and as long as she has leads she has a system that should keep working for her.

 

Want to see if my launch support is right for you? Look at the launch packages available and schedule your discovery call to see.

Kate BoydComment