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Navigating the Ups and Downs of My Worst Online Course Launch

In this episode my online business manager, Emily, and I are going to dive deep into the behind-the-scenes details of my worst online course launch in the last four years. We are going to break down the nitty-gritty details, talk about the changes we're making, and discuss the hurdles we encountered.

The Launch Details

This launch was all about my program, Hey Online Course™, where I walk folks through creating and launching their own online courses or memberships. Our usual launch strategy involves a three or four-day challenge, complete with a dedicated Facebook group to encourage strong engagement.

For this launch, we decided to focus on mindset shifts, addressing the mental hurdles that aspiring course creators often deal with. We covered topics like finding time to create a course and busting the myth that you can't make money from a course. The challenge included actionable steps to get everyone involved.

Unpacking the Launch Data

Now, let's take a look at the numbers. The challenge ran from October 6th to October 8th, bringing in 1,329 sign-ups and 900 participants in the pop-up Facebook group. We spent $5,000 in ads, which brought in about 75% of challenge sign-ups. The conversion rate for this launch (the percentage of people who purchased out of the total people who participated in the challenge) was 1.3%, which is way below my usual 4%.

After looking at the data and details of this launch, we believe several factors played into the less-than-stellar results. October turned out to be a hectic month, and our video engagement dropped. This could be because the video titles missed the mark or because people were just caught up in their own whirlwind. A post-launch survey showed that about 90% of respondents said the price was the main reason for not purchasing. It was an eye-opener, highlighting the challenging economic times many are facing right now.

The Pivot: Radical and Accessible

This deep dive led us to a decision – we're changing things up with a radical shift in our pricing structure. We're switching from a one-time course purchase to a membership model with a more accessible monthly fee. Our goals is to make the program financially doable for those dealing with economic challenges. We want to serve our audience as well as we can and make sure the program is accessible to those who truly need it.

This launch is a testament to the constant evolution in the world of online course creation. We're inviting you to join us on this journey and witness the positive transformations on the horizon!

Don't forget to follow us on Apple Podcasts and leave a review! You can also connect with us at @meet.the.bowdens on Instagram.

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