💰 $15875 in revenue
📦 311 customers
👀 11.000 visitors
📈 2.8% conversion rate (4.5% on the first 24 hours)
🚀 1257 upvotes
In this detailed write-up, I'll explain exactly what I did on the launch and leading up to it. Hopefully, this will help you next time you'll launch.
(Quick note. English is my second language. The post will contain some mistakes, but it's about the learning, not proper formatting. Enjoy!)
Table of content: (1800 words, 9 min reading time)
Three years ago I and a friend wrote a book, Headline Formulas, which to this day sold over 600 copies. I've gotten a lot of requests if I could transform this book into a tool, to make it even more usable.
I decided to do this for two reasons:
So, a month ago I started building the product.
This part of the story will include everything I did before launching on Monday.
I basically already knew the product would have a market fit, as the book it's based on already sold hundreds of copies. But, before launching, I wanted to make sure the product used the right headline (pretty important for a headline tool, right?)
The ad had a CTR of 28% and the simple landing page converted at 13.5%. Not bad at all, which motived me to keep on going with the product.
All traffic was sent to the page below, where they could input their email to be notified on launch.
While building the tool I kept on tweeting about it too, linking them to this page. This is how I build a waiting list of 335 email addresses.
A strong landing page is super important when launching. Most of your visitors will come in blank, not knowing much about the product. Your goal is to convince them to either buy or try to product out.
Attention + Clarity:
You've got one second to convince someone to stay on your page or leave. Your hero should be all about dragging your visitor on the page and communicating exactly what the product is.
Interest + Pain/Solution:
Once convinced you to need to make the customer interested in your product. Start with communication the pain a visitor has and tell how your product will solve this. After that, show the main benefits of your product.
Desire + Relevance:
You've got the interest of your visitor. Now it's time to make them love your product and convince them to buy or try it out. Show how easy your product is to use and what they can achieve with it. List your customer testimonials and tell them why they should buy your product.
Action + Urgency:
Your visitor wants the product. Now make them take action! BJ Foggs Behavior Model states that there are three variables that need to be present for a visitor to take action.
Action = Motivation X Ability X Trigger
Remove one of the variables, and the chance of someone taking action decreases.
This bar is not fake! It's based on life data pulled from my payment provider Chargebee. This is how I set it up in Node and VueJS.
Onboarding was absolutely critical for Headlime. Without proper onboarding, users would land on a meaningless screen full of empty headlines. I needed to make sure that the value was communicated as clearly as possible.
The first screen you see after clicking the "Start Generating Headlines" button immediately asks you to provide some information.
Based on these six inputs, I can generate 15 of the 200 headlines, providing an immediate value of the tool and showing the exact power Headlime has to offer. Also, now the visitor knows exactly how the tool works. It's basically a quick free trial.
There are a few extra optimizations on this screen for this launch which I think worked pretty well.
Clicking the Unlock All button directly shows you the upgrade popup. No need for a detailed pricing page which takes them out of the process. Visitors simply upgrade and can immediately continue what they were doing.
I got many questions about why I would launch with a lifetime deal. Why not choose monthly and increase your MMR? I've got a few reasons for this:
Now comes the most important step, the launch! A proper launch can make or break your initial exposure. Below I will explain the exact steps I went through for Headlimes launch. I accidentally stumbled on this strategy when I launch my previous SaaS, Inspireframe, 1 month ago, and used it again.
I absolutely love to launch on Producthunt. It's such a great combination to get extra traction on your launch day. There are many blogs written about launching strategies. These are the extra ones I like to use:
A quick definitely of what a flywheel is: "A flywheel is a device specifically designed store rotational energy. To change a flywheel's stored energy its rotational speed must be increased".
Flywheels need incremental energy to build up its speed. You start with a little and eventually it speeds up more and more. I use the following steps to speed up the flywheel.
First of all a massive shoutout to my Hackagu friends. Hackagu started as a group of developers in Canggu, Bali who work together every Thursday. Over time it grew to a community of 100 people helping each other out in with building their products. This group helped me learn to program 8 months ago and I couldn't have done it without them.
Every time someone launches their product, everyone gets super excited and helps out. This got me the first few votes to get some traction on Producthunt.
After that, I send the launch email to my mailing lists. I've got a total of a shy 1000 email subscribers, which account for 48 sales! Most of the sales came from the launch waiting list as described in part 2.1 of this post. The email told them about the product with a small footnote that we were also on Producthunt today.
Twitter is where the flywheel really starts to take momentum. Twitter is the second biggest contributor to my sales, visitors, and Producthunt exposure.
I start the launch by tweeting a Twitter thread about the launch and the product. You can see this thread over here. This single tweet resulted in 1800 clicks to my Producthunt launch and 67.000 impressions.
You don't need many followers to do this. I had the same results when launching Inspireframe. At that time I had only 500 followers.
After that, I keep the flywheel going by sharing our winnings. I absolutely love to do this, as I got super inspired by other postings about this. This basically started my whole journey!
In total, the Twitter launch got me over 600 extra followers and more than 100.000 impressions. That's a lot!!
On launch day I posted that I would rewrite your landing page headlines here. This got way more reply than I ever hoped. Thanks for joining us. After many hours of writing, I am still busy finishing the last ones. Please don't add more to it haha.
I posted this because I love to do something back for this amazing community after being a long term lurker. Also, wanted to test to see if this could give the Producthunt launch a little extra boost, which it definitely did! 😍
Implementing all these steps gives me the most exposure on launch day over a combination of different channels. All collaborating on growing the other channels.
I stumbled onto this niche while launching my other product last month. Apparently there are dedicated groups for Life Time Deals! People either just love to get a good deal, or they buy the lifetime deals as an investment, to sell later when the product price goes up.
One of my customers posted Headlime on this Facebook group. This group bought a total of 135 copies of Headlime and is a huge contributor to the launch success 🤯. This made me realize there are so many more places to utilize when launching.
I hope this detailed write up helps you out on your next launch. Don't see this as a blueprint to success, but more as a view in the kitchen on launch day. I'm still in absolute shock what happened the last few days and there are probably many things I could have done better.
Follow me on Twitter if you want to follow my product making journey. My 5-year plan is to create products to make every step of landing page creation easy!
Thanks for reading! <3