Dec. 15, 2020

Episode 3: Launch Debrief: How I 6x'd my Launch Revenue in One Launch

Episode 3: Launch Debrief: How I 6x'd my Launch Revenue in One Launch

One of my favorite parts about launching is the LEARNING that takes place afterward! When you look at your launches like science experiments, there is always an opportunity to step back, and look at the data objectively to see how you can grow and improve.

One of my favorite parts about launching is the LEARNING that takes place afterward!

When you look at your launches like science experiments, there is always an opportunity to step back, and look at the data objectively to see how you can grow and improve. Today I am walking you through one of my favorite processes, the Launch Debrief. I am sharing all the behind the scenes numbers and lessons behind my $47K launch. 


  • The secret strategy I implemented that converted at over 65%
  • How I welcomed more students into my program than ever before (130!)
  • How my own beliefs manifested as a common objection last time, and how I shifted it
  • The sneaky lesson I didn’t think I needed to learn (until it smacked me in the face)
  • And the two key metrics to scaling your launches!

Also don’t forget to check out the shownotes so you can get access to bonus materials and related blogs and videos!! Find them here:

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Slide into my DMs, I’d love to hear what your biggest takeaways are! 

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I love getting a behind the scenes peek at other people's launches. So today I am pulling back the curtain on my last launch that generated $47,000 in revenue. Stay tuned. I'm Jess. After launching dozens of courses and generating multiple six figures in Revenue Online, I have learned the right and wrong way to launch an online course. And in the last two years, I have helped my friends and clients generate more revenue with less stress using my aligned Launch Formula. On this podcast, I'm sharing with you my simple strategies and systems so you can make more money online and make a bigger impact on the world. Keep listening for the launch fix podcast.

Hello, hello, and welcome back to the launch effects podcast. My name is Jess and I am your host, I am really excited to share today's episode with you because I am digging deep into my last launch, which was a $47,000 launch. There are two things that I love in business. It's transparency, and numbers. So often we see people that have their first 100 k launch or that ever vague five figure launch without really sharing any of the details. And I know how helpful it is for me to see the numbers and other people's businesses. So it is my goal to break down the stigma and to let you see the real numbers, wins and lessons behind those big launches. So in September, I relaunched my very first program, which is a 297 course, I had launched it in September of 2018, or 2019. And in that launch, I made $8,000. Now this was a huge launch for me, because the first time I launched that program was my very first offer. And I made 15 $100. And that was really the offer that made me realize that I could be a course creator, this was this realization, like holy crap, I could totally do this. And I launched it again and again and again, growing it a little bit, a little bit and a little bit. And in May of 2019, I launched it in basically the form that it is today. And that launch was a $3,000 launch. So in May of 2019, it went from a $3,000 launch. And then September, I launched it again and made $8,000. And that to me was bananas, I more than doubled my launch in just a few months. And so I was really excited to do this launch. Again, with all of the things that I had learned over the last year, this program went on the back burner in 2020, as I pivoted my business and shifted my focus from that initial offer into helping course creators do what I have done to grow their businesses and create those five figure launches, and beyond. And so when I went back to this offer, it had been a year release since I had touched it. And so I was really excited to take that offer, and to do what I call a rinse and repeat launch. So literally in September of 2019, I created the challenge, I wrote all the emails, I had all the posts, I wrote the sales page, I created the program in September of 2020. I just took exactly what I did before and launched it again. I tweaked the sales page a little bit to really optimize it to the things that I've learned in the last year. And I also did something with the challenge that I'm going to talk about in just a moment. But I use the same emails, the same topics, the exact same launch, just rinse and repeat. And the results were astronomically different. And that's what I'm really excited to break down with you today. Because if you have a signature offer that you just learned launching again and again, and again, whether it's every month or every quarter or every year, you don't have to recreate that work again, I got to capitalize on the work I did in September of 2019. And just show it to a different audience with slightly different strategy and see how that grew. And that was really, really exciting. And I'm excited to share it with you today. So in this episode, I'm going to break down what I did differently to enroll 130 new students into that program, grossing $47,000. So the first thing we're going to start with is my launch strategy. My strategy with this launch was a simple five day challenge launch.

I went live for five days in my free Facebook group with a follow up emails and an added component. My total promotion time was six weeks, starting with the list building using a high converting lead magnet funnel into a challenge opt in into the launch. If that sounded like Greek to you, that's totally fine. But I started six weeks before my launch, running ads and promoting a lead magnet, which I knew was high converting because I used that lead magnet before into the challenge opt in, which is where people would opt in to do the five day challenge. And then into the launch. I went into this launch, wanting it to be late and easy. The year before, like I said, I had done the exact same thing, a five day challenge launch. So I already had the email, copy the sales page, the post and everything. And I was just going to do that rinse and repeat. I did though have the opportunity to make a few key changes that I'm going to talk about now. So the first thing that I did is I leveled up my challenge. In the year since launching it last I have learned a ton about high converting free challenges. I use the same topics. But I ran my script through my challenge fix formula, which followed that structure. So I took the same topics, I use the same workbook and everything. But instead of delivering them as I had outlined them a year ago, without any real strategy, I was just giving value and asking like I knew how to do a year ago, I now have a challenge formula that is really specific and how you deliver the content over a challenge. And one of the offers that I have is called the challenge fix. And it teaches you that the way that you're doing challenges if they're not converting is probably because of the content of your challenge. People in challenges tend to over give an over teach, and they don't actually create desire and demand for their offer. And that's exactly what I was doing in the free challenge for this a year ago. So I took the same concepts, the same topics. And I ran it through my formula to fix the messaging of the challenge, so that instead of focusing on giving information, I focused on giving value. And that's a big switch that doesn't take a ton of effort. And so I followed my challenge fixed formula and use that structure in my five day challenge. And as you can see, it converted better. I'm gonna get into exactly how much better in the numbers portion but just FYI like it crashed. And the second thing that I changed is I added a tripwire offer. To my challenge. opt in a tripwire is an easy hell yes offer that will qualify people who are more likely to be buyers. And this is something that you can do on any funnel that you have. I often use trip wires with my freebies. But I had never done a tripwire for a challenge opt in. And so that's what I added for this launch. I did a tripwire and easy hell yes offer after people opted into my free challenge. So what this was something I'll actually get deeper into in the episode but it was an easy low cost hell yes offer at the thank you page of my challenge opt in, that got people like an opportunity to get something as well as me to qualify those people as potential buyers. And that little thing converted like bananas to so I'm really excited to talk about that in the numbers. The next thing is that I really executed this launch flawlessly. I had everything planned and scheduled. So I was not relying on my own energy to fuel the launch, this level of preparedness is key. And this level of detachment is key, right? When you are not relying on your energy to execute the launch, you know that it's going to go off without having to worry about how you feel about it. And that's really one of the biggest things that I teach my clients to in the aligned launch formula is how to really set this up. So that come launch week, you're not hustling, you're not working your face off, you can take time off, you can walk away, and you're just showing up for your audience in that higher level way without having to hustle and do all of the work during that time. And that's what I really did during this lunch too. Okay, so let's take a look at the numbers. So starting at the top, we're going to look at my launch list. Now I recognize that this might be a little hard to parse because you're hearing numbers rather than seeing them. But I promise I will put the numbers of this in the show notes. So make sure to go check that out if you're more of like a visual person who wants to see what these numbers look like, rather than just hear me spouting them off. So your launch list is the people who opted into the launch specifically, the people who saw the challenge and said yes, I want to go through the challenge. My launch list for this launch was 1154 people

So those people opted in specifically to this challenge launch, my list of that audience is over 3500. So your launch list should be a segment of your existing list, it should be less than your whole list. And if you are currently launching with air quotes to your whole list, you're making a big mistake. And that's something that I talked about. And I will talk about more on the podcast. But you should absolutely be segmenting your list into people who want to opt in specifically for this launch. I did run Facebook ads for this launch to warm and cold audiences. And my total number of leads from the ads were 936. So 936 of those people came from Facebook ads, whether they were warm leads or cold leads, I don't know, specifically. But I was running ads to people who were in my audience already, as well as new people based on targeting. So out of the 1154, that opted in 936 of them came from Facebook ads, that's all but 200, roughly, and my total ad spend for this launch was $1,311. So I'll get into the cost per lead and all of that toward the bottom of this. But just so you know, so I spent $1,311 on ads for this launch.
In this launch, I did a tripwire offer for my challenge opt in. So like I said, this was something totally new that I had never done before, that I now extremely recommend it was very, very effective in this launch. And what that was, was the challenge VIP. So when you were opted into the challenge, you were then shown a thank you page that said, Do you want to become a VIP for this challenge, as a challenge VIP, you get lifetime access to the trainings. So typically, the free trainings in the series or the free challenge would go away. But if you were a challenge VIP, you would get a course portal that then had those videos in there for them. And because they were very valuable, that was a good value for them. The second thing they got was two q&a calls with me one the last day of the challenge and one in cart open week, so that they could get that lake hands on support in a zoom call with me to get their questions answered. And to really get that face time with me. The third thing that they got was one of three opportunities to win the program for free. So I gave three of the programs away for free to people who were VIPs. And I did not include those three people in my conversions, obviously, because they did not pay for it. So that's what they got for being a VIP, and the price of the VIP was $29. So it was 10% of the total price of the program. But they for $29. They got the videos, the two zoom calls with me, like group calls that Q and A's and the chances to win. The other thing that they got that they didn't know that they got I gave this on the back end I didn't advertise it was I gave them a $29 coupon off the purchase price of the program. So if they decided to join the program, they got that money back. And that was very effective as well. So the challenge VIP this trip wire had 76 sales, which was really exciting. So out of that 11 154 people who opted in 76 people bought the challenge VIP, which is a 6.59 conversion rate, and generated 20 $204 in revenue so $2,240 in revenue, which more than paid for my Facebook ads, I could have spent even more on Facebook ads and it had been a wash but I was comfortable with where I was with the 1000 or the 1300 but I made 2200 immediately before the launch even started and I had 76 people who were already qualified buyers and you might not know this but you may know that people who buy from you once are more likely to buy from you again and I will tell you exactly how likely in just a second so this little challenge VIP tripwire was a game changer for the launch. Offering a VIP option for your challenge will separate the invested people from the freebie hunters and this converted at 65% into clients. So 65% of the people who joined the VIP bought the program. Seven or 65% of those 76 people bought the program, which is crazy, right so not only did I make the money off of them in the challenge VIP which they got amazing value for 65% of those people went on to purchase the program.

We just increased their lifetime customer value by a bunch, which is very exciting. So, after the five day free challenge, I had a five day cart open. I had 130 people, like I said, purchase the program. And I had three different offers as far as payment plans go. So I had the pay in full offer, which was 297, one time payment, then I did a three pay of $99 times three, which equals 297. I don't always make my payment plans more than the program total, this is a personal thing that you can choose to charge basically interest for payment plans. In this instance, I didn't because I didn't want the three pay to be over $100. And so 99 times three is 297. And I was comfortable with that. And then the third option people had was an upsell, mentorship. And I always, always, always, always, always recommend having some kind of upsell opportunity. Because while other people are focusing on the people who can't afford it, I want to focus on the people who want more, because I think that there's the exact same number of people, as many people who are telling you, Oh, I can't afford that. You have just as many people who are like whom I wish there was more. And if you're only catering to the people who say whom I can't afford that you are completely missing out on the people who are not buying, because they want more. They want access, they want support, they want you. And so in every single offer that I have, I have these three levels, I have the pay in full, I have a payment plan, and I have an upsell. So for this program, my upsell was a three month mentorship, where they would go through the program with me and get one call per month for those three months. They also got voxer access to me while they were going through the program. And those calls, I believe were 30 minute calls. And the price point on this was 997. So for 997, they would get three phone calls with me once a month, as well as the program. This is substantially less than I typically have my upsells. But because of the 297 price point, I wanted an upsell that made sense, right? In my program that's 1997 the upsell is like $12,000. So if I had an upsell for this, that was $12,000. That would make zero sense right to go from 297 to 12,000. And so making sure your upsell is proportional, but also making sure that it's a good deal for both of you. For me having those calls and having that voxer access was worth the energetic exchange of them putting in for the 997. And that is a bit of a stretch for that audience, I have found that the 297 is really a solid price point for them. So I wanted it to be something that wasn't investment for the people who chose to do that. So those are my three offers the painful the three pay, and the upsell. On the last two days of the five Day card open. I also offered a six pay option to kind of sweep up the bottom and kind of give people the opportunity who were on the fence about the price to get off the fence. And that's really your job during a cart open. It's not to sell. It's to help people get off the fence because you've already presented the offer. You don't need to sell it anymore. Your job during the cart open is to help people choose yes or no. And you want either one, there's no value, like yeses are not more valuable than knows. nobody buys anything on the fence. So if you can't get them off the fence to one or the other, they're already going to be a no. And so your job isn't to try to get them to be a yes, it's to get them to make a choice. And so with the payment plan option of a sixth pay on the last two days, that really gives people an opportunity to be like okay, am I a yes or am I a no. So with that I had 29 people choose the pay in full. And that was the 297 I had 54 people choose the three paid which was three payments of 99. And then I had 42 people choose the six pay. So had I not offered that six pay in the last two days. I don't know if those people would have done free pay, right. So there is definitely value in offering an extended payment plan. So 42 people did the six pay 54 people did the three pay 29 people did the pay in full. And then I had five people buy the upsell mentorship for 997, two of which paid in full and three of them did a payment plan which was three payments of 333. So this was a total of 130 new students and an overall conversion rate of 11%. Which if you are familiar with marketing, that's kind of bananas.

Standard conversion rates is like two to 5%. So this offer converted at 11%. And in the 2019 launch, I had an 8% conversion rate. And so what do I attribute that 3% increase to 100% to the change in messaging in the challenge to running it through that challenge fix framework, and really changing the way that I was showing up, like changing the way that the messaging was positioned. In that free challenge. This was a total game changer and resulted in over $11,000 in additional revenue, so big. So my earnings per lead for this launch was $40.69. Your earnings per lead is such an important metric. And how you calculate it is the revenue over total leads. So you take that 47,000, and whatever, I don't think I wrote down the exact amount, I apologize, the 47,000. And you divide it by the total number of leads, which was 11 154. And that's how you get your earnings per lead. This metric is really important in scaling, and I'll talk about that in just a second. But my earnings per lead for my last launch in 2019, was $15. So I increased my EPL from $15 to $40.69. In one launch, that's massive. And my cost per lead was $1.14. So cost per lead is what I paid for those Facebook ad leads. So it was 13 $100. I paid in Facebook ads for 936 leads. So the total ad spend divided by the leads directly related to the Facebook ads is your cost per lead. So these numbers are what you need to know in order to scale. When you know how much a lead costs you and how much they can earn you, you can run more people through a machine and make more money. These are the numbers that you must know in order to scale your business, when you have an offer that produces consistent earnings per lead of $40. If I'm paying $1 per for that lead, and I'm making $40, that's a $39 profit per lead. So if all I have to do to make money in this case, is spend more money, right, the more money I spend to get leads into this launch machine, the more money I can make. And that's really what launching is all about is honing in and shifting and tweaking and moving your launches so that you can create more revenue with your launches. And so that was really huge for this launch, I was able to increase my earnings per lead. I think my cost per lead was similar to the last launch, I didn't write that one down from 2019. But now I know that I can run this launch again, with more leads and make more money. And that's really important when you are scaling your business. So those are the numbers. So now on to what I think is my favorite part of a launch debrief. And that's the lessons. This is when you really look at the things that you learned through this process. And I often think that people only look for lessons when things don't work. But I think that there's lessons and everything. By and large, this launch was a huge success, and 11% conversion rate with almost $50,000 in revenue, with a 297 program with 130 new students huge success. But there are also huge lessons. And I'm so excited to share those with you so that you can look at your launches and see the lessons too. The first lesson that I really pointed out was that price objections are a limiting belief. In my 2019 launch, I was worried about the price. And also it was the same price in 2019. I don't know if I made that clear, nothing changed about the offer. But I was really worried about the price I had just raised it. And I had a lot of people who told me that they couldn't afford it. And I raised that price from 129 to 297. So that's a big increase for that launch in 2019. And I heard over and over and over again, I can't afford it. It's too expensive. It's too much blah, blah, blah. And I realized that in 2019 my beliefs about the price were causing that those price objections that I were receiving were a direct reflection of my own objections to the price. I was afraid it was too much. I was afraid that I wasn't worth that I was afraid that I couldn't deliver on that price. And because of that I received other people who were mirroring that back to me. And I realized in this launch, that I had zero price objections, because I was confident in the price and my confidence meant that there were less people who said that they were unable to afford it, whether they were people who were unable to afford it, like that just didn't say anything like that's totally possible.

But I was completely confident in the price of the program. And because of that, I wasn't attracting people who thought it was too expensive. And that was really huge. The second lesson for me was detachment. And this is something I kind of mentioned at the top of this episode was that by releasing my emotions around the outcome, I was really felt free about this launch, I had everything scheduled and everything planned. I had no pony in this race. It was not a launch that I had planned to be a big revenue generator, it wasn't on my list. I just had it sitting there. And I felt like well, you know, it'd be really fun to try this launch, right? Because I hadn't launched it in a year. And so I went into it with that level of detachment that I was happy no matter how it went. If it made $10,000, I was going to be pleased because it was something right. And I think that this attachment to the outcome of our launches is what keeps so many people in shackles, to their launches, they make it mean something if it doesn't hit a certain goal. And they also are so attached to that outcome that they instantly repel it energetically. And I know this to be true, because the launch I had right before this one was that kind of launch where I was so attached to the outcome of it that I was pushing it away. And it was not a successful launch, though, that's an objective thing to say, because it made $70,000. So who am I to say that that's not successful. But that's another story for another day. And I will share an episode on that in the future. But my attachment to the outcome is what kept me from being happy about my launch prior to this one. So I went into this launch with radical detachment, I had no energetic attachment to how it went, I was going to be totally pleased if nobody bought anything. And I was going to be even more pleased if some people did. And so I was completely blown away by the 130 students that I received in this launch, because I had no attachment to it being 10 or 130. It was all like whatever was ready to be received. So detachment was a huge lesson for me in this launch. And the third one was people pleasing. And this lesson came to me in a really unexpected way, right? I knew about the attachment thing, I wanted to play with that energy, I knew about the price thing, I wanted to kind of like go into it with this confidence around the price, I knew that that had been a problem in the past. But this people pleasing lesson came at me completely unexpectedly from left freaking field. So in the process of this launch, we were migrating the course platform from my home platform, which is just O'Connell dot com, to its own platform for just this offer. And so in that process, I was moving kajabi, I was moving email lists, like I was doing a lot of data migration in the middle of it. And my team was helping me do this. And in the middle of the launch, we went in took everybody who had already been granted the program before all of the Lake 300 and some odd students from the old platform, and we granted them access to it on the new platform. The struggle with that, though, is that some of the bonuses we were offering with the offer, were also granted to people on the old program, and we were moving them to the new program. But not everybody who had the bonuses on the old program had the full program at all. And what happened is somewhere in that mix, we accidentally granted access to the full program to people who just had a $29 bonus, you can see where that could cause some problems. And so once we were doing this one night, it was like the Thursday of last week, I got a message that was like, Oh my gosh, thank you so much. I am so grateful. I really want to do this program, but I wasn't able to afford it. And I'm so grateful that you gave it to me. And I was like, What? I'm so confused. Because she was so excited and so grateful. And then I got an email that was really similar. And I was like, okay, something happened. And then I have another email that was like, Hey, I was just granted access to this, but I didn't buy it Did something happen. And I was like, well, crap. And that was when the people pleaser in me, immediately went on fire because I in that moment, cared so much what those people who were so excited and grateful. Thought about me. And I instantly felt triggered and I was like, Oh my god, what am I gonna do? Like, am I gonna give these 100 and some odd people who were erroneously given access to this program access, even though I'm in the middle of a launch, even though they didn't pay for it. And the people pleaser me was like, well, I'll just keep it like they're so excited. They're so grateful.

I feel like it would be so mean of me, they'll hate me if I take it away. And then I realized, like, there are people still paying for this program, because I'm still in the middle of launching it, how will they feel if they find out that 100, and some odd people got it for free because of an error. And that was when I started to kind of shake out of it. And what I decided to do was to explain the accident, and stand my ground and remove access. And that took a lot out of me, because in my heart, I didn't want to disappoint them. I didn't want them to think badly of me. And that is the people pleaser that I was confronted with in that launch. Because why on earth would they think that I gave them access to it, right? Sure. They were grateful. And they were like, Oh, my God, this was so unexpected, thank you. But also, like, they had to know that it was a mistake, in the fact that I was willing to put my integrity on the line about the other people buying the program, because it might disappoint some people who couldn't afford it anyway, and weren't, like going to be invested in getting the results from the program, I realized that my priorities were backwards, and that my duty was to be in integrity, with the people purchasing the program. not worry, if people who didn't purchase the program, were gonna not like me if I took it away from them that they never should have had to begin with. So I stood my ground. And it was one of the hardest emails I ever had to write and tell them like, hey, actually, this happened because of a mistake, we're so sorry, I would love to have you in the program, it is still for sale, and go from there. And in doing that, I realized that I was given this lesson, so that I would grow and become the person who could easily and effortlessly accept 130 new students into her program, without worrying about what other people thought about it. I had this like people pleaser monster in my heart that I totally forgot that I had, like I hadn't had any people pleasing issues before this happened. And I realized that if I'm going to become the millionaire CEO that I'm trying to build a business to create, like, that person isn't thinking about grant like leaving access to all of those people for free. And it wasn't coming from a place of abundance and trying just thinking about granting them all access, it was coming from a place of fear of what they're going to think about me if I take it away. And when I had that lesson, it was painful. But it helped me grow into the person who is unshakable in my convictions about the price and the value of my program, and also somebody who had to own up to a mistake and say, Hey, we made a mistake. And that's okay. And that was a really valuable lesson for my business and in this launch. So there you have it, that is my launch debrief from this launch, where I six x to my revenue. So I hope that this was valuable. I also wanted to let you know that I made a PDF launch debrief guide for you. So check out the link in the show notes to the website to get that PDF. So you can download that and run your last launch or your next launch through that process so that you can better analyze your launches during these launch debriefs has been so valuable for me and my business, and also showing me like, what did I actually learn, for example, with that launch, I mentioned the $70,000, one that feels a bit like a failure. It isn't a failure. And I know that because I did the launch debrief, and I realized all of the huge successes in it. Even though my emotions around that launch were negative, the actual outcome of the launch was really quite positive. So this really kind of helps you remove the emotions from your launches, and get an objective perspective about how it truly went. So make sure to check out that PDF and I'd love to hear how your launch debrief went using it. Which you can go find me on Instagram at Jessica O'Connell underscore, and send me a message with what your biggest takeaway was through running your own launch through this process, and what knowledge and lessons you learned that you can take into your next launch. On our next episode. I want to know are you struggling to pick the right niche for your business? What if you didn't need to niche down make sure to keep listening to learn what to do instead? You don't want to miss it. Thank you so much for listening to today's episode and I will see you on my next one.