Launch Analysis Revelations (From ‘Duh’ to ‘OK, Now What?’)
Let’s talk launch debriefs… where cold, hard data meets warm, fuzzy feelings and a healthy dose of ‘but why does this actually matter?’ I just wrapped up a recent launch (thank you again to all the beautiful humans who showed up for it), and as I dug into the numbers (including selling out in less than 24hours without having to launch to the public), a few things stood out. Some were expected, others gave me that good kind of pause. The ‘that’s interesting…’ kind that leads to better ideas for next time.
So, in no particular order, here are my launch revelations, on a sliding scale from ‘well, duh’ to ‘Oooh, it’s strategy time.’
💕 Returning customers accounted for 43% of orders
‘Yep, that tracks!’
I knew returning customers were a core part of my business (hi, you're my faves), but seeing they made up 43% of orders and bought 39% of my available books? That was a heart-squeezy moment and a practical reminder: nurturing existing humans matters so much. Not just emotionally, but strategically. These folks don’t just come back. They show up ready.
Takeaway: Keep creating meaningful ways to stay connected with the awesome humans who’ve already trusted me. Loyalty rewards? Special previews? Sneaky early-bird treats? Yes, yes, and yes.
🥳 9.65% email click-through rate
‘Ok, not bad at all!’
I was nervous hitting send on those pre-launch emails (email brain overthinking, you know how that goes). But Liv Rollings reminded me that my people want to hear from me, and she was right. That nearly 10% CTR is above industry average and told me people weren’t just opening, they were curious enough to click.
Takeaway: Email is still the cozy living room where the best convos happen. I’m going to keep showing up there like it’s tea time.
🤩 Four humans added extras to their cart
‘Wait, what?’
People didn’t just grab pre-made journals, they also grabbed extras! It might seem small, but it’s a huge cue that people love having more ways to express themselves and connect with the magic.
Takeaway: Lean into upsell/cross-sell opportunities… not as a push, but as a play. What other lil goodies could I offer that add delight without decision fatigue?
💪 No launch day stress (!!!)
‘Hold up—who even am I?’
Massive shoutout to the Secret Artist’s Business philosophy (thank you @georgiadrawsahouse), because following that structure took ALL the cortisol out of launch day. Like… I actually enjoyed it? Wild.
Takeaway: Systems > scrambling. I’m sticking with this flow. It's intuitive, human, and doesn’t ask me to become a #launchbot.
🎁 Surprise gift books = joy explosion
‘Honestly, I’m going to do this all the time.’
I quietly gifted two bonus books to longtime supporters and let me tell you, the anticipation of brightening someone’s day is the best. Giving from a place of love (not obligation or marketing-y tactics) is something I’ll continue doing because it feels aligned, full stop.
Takeaway: Keep delighting in ways that feel true. Bonus magic = core strategy.
💃 90% of customers? We’d already connected
‘It means I’m building a connected community and I take so much pride in that’
This one means the most: I’d connected with 90% of customers before they ever checked out. Whether through DMs, previous purchases, email convos, or just geeking out over creative chaos together. It’s not a faceless funnel and that is important to my and who I am as a small biz.
Takeaway: My business isn’t about scale, it’s about depth. And that’s not just fine, it’s my actual superpower.
So... what now?
I’ve already started building out a waitlist for the next launch (you can sign up via my insta bio if you haven’t yet!), but I’m also holding space for more intentional tweaks this time around.
Here’s what I’m asking myself before round two:
What’s one way I can thank returning customers even more thoughtfully?
How can I bring even more playfulness into add-ons and bonuses?
What stories did I tell in emails that clicked the most, and why?
What kind of behind-the-scenes connection moments do I want to invite next?
Got any spicy tips for meaningful data analysis?
I’m all ears! Let’s make launch debriefing less ‘marketing speak’ and more ‘creative self-portrait in spreadsheet form.’ 🧡
Tell me: what data surprised you most in your last launch? Or, what’s one number you want to understand better?
Let’s nerd out and make art and magic.
