You’ve been staying up late, working long hours and planning your launch. It’s your absolute baby and you can’t wait to put your offer out there into the world.

But amongst all the excitement it’s important to make sure that you’re tracking some key metrics so that you can not only measure your progress and success but also see where you can do better next time. 

In this blog I’m going to break down the 5 key metrics ( yes - there are lots of KPI’s and metrics that we can track but I believe in keeping things simple so that we’re not overwhelming ourselves) you need to be tracking and why tracking them is so important to growing and scaling your business. 

1. List growth - more so than your social numbers, your email list numbers will be a better metric of the number of warm leads you have coming into your world.

2. Email open and click through rate - you’ve got people on your list but are they opening and consuming the content that you share with them? Looking at the metrics for both any welcome/ nurture sequences you have PLUS the sales emails that you send out during a launch can provide valuable insights (FYI: the average open rate is 20% and ctr is 2.3% across industries so when you’re first looking at these stats I would advise just using those figures as a starting point)

3. Pre-launch signups - e.g. challenge or webinar signups (including landing page traffic conversion rates). Right out of the gate you need to be checking that it’s not the messaging on your pre-launch event that is holding you back so make sure to look at this one throughout the launch process so you can make any tweaks if necessary.

4. Sales event show up rate - If you’re hosting a webinar or masterclass as part of your launch as well as looking at sign up numbers you also need to look at the show up rate. Getting loads of signings but no one showing up, then it’s time to go back to the drawing board and think what is it that is blocking my audience? Are you targeting busy working moms but putting your masterclass on in the middle of the day? Think about how your free event/ challenge is going to help your audience (not just be the most convenient time for you) and also how it’s going to deliver them the value in the most effective way possible.

5. Revenue/ sales - The one that everyone focuses on! But if you’re paying attention to the other three and making sure that you’re optimising the results that you see then this will follow suit! 

6. BONUS metric - Cost per lead. There are of course LOTS of metrics that you can track but the above ones are the key metrics when you’re first starting out with all of this so you don’t feel overwhelmed. Over time another great metric to track is cost per lead. This is the the dollar amount required to generate a new, prospective, customer from a current marketing campaign. This is done by taking your total marketing spend and dividing it by the number of new leads you have accumulated. You can then compare this to the price of the offer you are launching to see where you may need to think about more profitable techniques to bring in those leads.

So why should you start to track your launch metrics?

When launching either for the first or tenth time we tend to set ourselves goals - these goals are there to motivate and inspire us - but without tracking how can we really clearly see our progress?

Put simply tracking our metrics allows us to track our progress. E.g if you’re looking to get 100 signups for your launch then metrics will let you see how close you are to achieving that target and if you need to pivot your strategy in order to get closer to that goal. Plus tracking alone makes you more likely to even hit your goals!

Another powerful reason for tracking metrics is so that we can evaluate our marketing and overall strategy after the launch. It can help us to see clearly what was working and what wasn’t and what areas we can then experiment with in future launches.

For example, on a recent client launch we only sold 5 spots to a monthly membership, the client was disappointed with this result but when we looked at the number of people who had engaged with the launch overall it was 183 people which is 3% of the audience.

Typically a good launch result is 1-5% of our audience so with this in mind we can then see that actually we’re on the right track and to get more members might actually be a numbers game and a key area for focus should be audience growth and getting more people into the launch funnel.

A word of advice here, even if you see several areas for improvement just choose one for your next launch and tweak that, otherwise you will never get the clarity over the exact launch roadmap that works for both you and your audience. And if we cannot work out the best launch blueprint that works for us then we can never truly scale our businesses to the levels that we desire. 

Finally another great reason for tracking metrics is to boost your confidence - business is a long game, no matter how many social posts telling you you can make 7 figures in one week say! 

Launching and putting offers out there in your business can feel so personal and so tied to us energetically that we can quickly become frustrated and put off by any results that aren’t what we expected. Metrics help us to stay focused on the business in a more objective manner and if you stick it out and stay consistent in what you do then your numbers will improve and your results and this will boost your confidence and energy around continuing to launch your offers.