7 Lessons Learned From Launching 5 Products

product launch

Over the years, my co-founder and I have launched 5 products. We’ve also helped hundreds of other companies launch their products. Sadly, I can’t say that each launch was successful, but I did learn what not to do in the process.

From each launch, we’ve gotten a better understanding of how things should be done, and I can confidently say that I have a formula for every product I launch. Here are 7 things I learned from launching 5 products:

Lesson #1: Collect emails, even before your product launches

One of the first products that I ever launched was Crazy Egg. The launch was very successful, but it wasn’t because I knew what I was doing. I just got lucky.

Before we even launched Crazy Egg, we created a landing page that showed off the product. The page had an email opt-in box for people who wanted to be notified when the product was launched.

Because we didn’t have any traffic coming to the website, I bought $10,000 worth of banner ads on all popular CSS galleries. Within months, we collected over 20,000 emails from people who were interested in using Crazy Egg.

When we launched, roughly 500 of those 20,000 people signed up for our product. We should have had at least a few thousand subscribers convert as our product was a freemium one. The problem was that a lot of the emails on our list were stale as we hadn’t had any contact with our prospects in over six months. The big lesson I learned from this experience is that we should have created an email drip sequence to keep all of the people on our list up to date with our progress instead of sending them one email about our launch.

Before you launch your product, make sure you create a landing page where you can collect email addresses as it is never too early to start your customer acquisition efforts. You can easily do this through LaunchRock.

Once you set up your landing page, make sure you follow up with your potential customers on a regular basis. You can keep them up to date with the progress of your product, educate them, and notify them about your launch.

Lesson #2: It’s never too early to get press

The one thing we did right with most of my launches is that we got press before the product had even launched. We did this with Crazy Egg and KISSmetrics, but we didn’t do this with Fruitcast, KISSinsight or Product Planner.

You want to get press before you launch because if journalists cover your product as it launches, they will also most likely be open to covering it post-launch. That means you can potentially get twice as much press.

You just have to be strategic with what stories you give to each journalist as they typically won’t cover the same stories you gave to other journalists. For example, you may want to give Mashable the scoop on the product you are building and what it does from a 1,000-foot view first. Then, you may want to give TechCrunch specific details on your product, e.g., telling them about the hot features of the product and even giving them screenshots of it.

The cool part about getting press before the product launch is that it will generate interest from people and companies who will want to work or even partner up with you. Plus, you can display “as seen on” logos on your website when you launch as it helps with your credibility and conversion rates.

When dealing with journalists, ideally you would want to do it yourself instead of going through a PR agency. There is nothing wrong with agencies, but if you can build those relationships yourself, it is much easier to get press stories over and over again.

Just think of it this way: I’ve been able to get every product I’ve launched on TechCrunch because I’ve built great relationships with them over the years.

Lesson #3: There’s nothing wrong with beta

I know a lot of people look down on the word “beta”, but I don’t see anything wrong with it. If you let the right people into your beta, you can get some really passionate users who will continually evangelize your product throughout its existence.

The key with beta programs is that you have to let in the right people, like influencers and bloggers, as they can easily spread the word about your product. Plus, you also want to look for qualified users. For example, you don’t want to let in a small business into your beta when you are creating an enterprise solution for the Fortune 500.

A good way around this is to survey your potential beta customers, similarly to what we are currently doing on My Analytics.

Before you let people in, make sure you have a decent beta with very few bugs. As you work out the kinks, make sure you get feedback from your customers as quickly as possible and continually iterate your product as fast as possible. If you have a ton of errors and take a long time to update your beta, people may get frustrated and stop using your product.

Some people didn’t like our first version of KISSmetrics, and we didn’t iterate fast enough. Because of this, many of those people didn’t try our product again even though our current version is a whole new product that people now love.

Lesson #4: Be careful about the pricing of your product

The launch of Fruitcast was pretty good as it was something the market really wanted. It gave podcast owners a simple way to monetize their podcasts. We had a cost-per-listen model that allowed us to insert any audio ad into a podcast on the fly and charge advertisers every time the ad was listened to.

There was one big problem, however: we charged way too much per ad listen. Our prices started at a dollar a listen, which was attractive to podcast creators, but way too high for advertisers.

We didn’t listen to the market, and we didn’t do any price testing. As a result, the business flopped, and we lost around $100,000. Worst of all, the potential advertisers who hit us up when we got all of our press during the launch slowly disappeared as we couldn’t make the numbers work.

You should survey your beta testers to figure out what price you should charge. Make sure you are optimizing for maximum revenue versus maximum number of signups. In addition to that, you need to be careful which users you price-test because someone who didn’t even use your product is very unlikely to pay for it versus someone who used your product on a daily basis.

If you are looking for a price testing survey, check out Qualaroo.

Lesson #5: You’ll always have competitors

With a few of our products, we thought we were the only ones in the space. Boy, were we wrong. Even if there are no direct competitors, there are other players who are at least somewhat similar. And sooner or later, there will be direct competitors.

Plus, if you are too slow to launch, like we were with a few of our products, other people can quickly beat you to the punch. That’s one of the downfalls of getting press before you launch as it can give other people the opportunity to copy what you are doing.

Not only were we late to launch a few of our products, but people also innovated faster than we did, which allowed them to become larger than we were.

It pays to be the first in the space, so try to launch as quickly as possible. That way, when journalists talk about your competitors, they will usually mention you as well since you were the first player in the space. This will help boost your web traffic and increase your overall revenue.

Don’t worry about having competitors. It’s actually a good thing because it encourages you to innovate and move faster. Plus, the market you are in is probably big enough for multiple players. Just consider how Pepsi and Coke both manage to exist in the same market. That means you have no excuse when it comes to making money.

Lesson #6: Have clear messaging

This is actually one of the hardest challenges we had with KISSmetrics. Although the product is great and it solves a major problem, explaining what it did in clear and simple terms was a challenge for us.

Over time, we worked out a lot of our messaging issues. When we launched our product, however, we had to explain the function of the product continually to reporters as they didn’t always understand it. Even when we explained it, we didn’t do it very clearly because the published stories weren’t always 100% accurate. To top it off, because we didn’t have a clear message, our conversion rate was lower than it should have been.

Now when we launch products, we come up with the messaging beforehand and test it out for conversions. Before the product is even finished, we set up landing pages with different messages and have a “signup button” on each page that doesn’t really do anything. The signup button is what we consider our conversion point. We drive traffic to each of our landing pages from Google AdWords. Whatever messaging has the highest conversion rate is what we typically use as a starting point.

After we have copy that we think will resonate with our potential customers, we run a User Testing campaign to get feedback on the overall message.

The biggest lesson I learned with creating messaging is that simplicity usually wins. Try not to use technical jargon and avoid creating your own new language. Use words that everyone is familiar with. If you can’t find a way to do this, create an FAQ section that explains terminology you are using.

Lesson #7: Always keep the momentum going

Launching a product is the easy part. The hard part is to keep the momentum going. You have to continually evolve the product, market it, get more press, and do business development deals to grow your user base quickly.

We actually made this mistake with Product Planner. It wasn’t an important product to us, but it could have been much larger than it is now. We could have even created a revenue stream from it. The launch was great, and people loved what they saw, but we didn’t continue to innovate on it. Instead, we just let it sit there.

Lastly, don’t expect your launch to go perfectly. Yes, you may get a ton of traffic, but you probably won’t make hundreds of thousands of dollars right away, which means you can erase the idea of being an overnight millionaire.

Have realistic expectations and be prepared to adapt to whatever situation is necessary.

Conclusion

If you use the lessons I learned from launching my products, it will not guarantee that your launch will be successful… but it should increase your odds of success. A word of caution: if you are creating a shitty product, which sadly I’ve done in the past, the launch formula above won’t help you.

So, the next time you are launching a product, try the above tactics and let me know how it goes.

Do you know of any other tactics that can be used to ensure a successful product launch?

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Comments

  1. Great set of lessons, Neil!

    #1 Collect emails, even before your product launches, resonated particularly strongly for me. In fact, I will go on to say you should not only be collecting emails, but starting your content marketing push, and you should do this even before you know what your product will be.

    More about that in my post on Content-Audience Fit:

    http://smoothspan.wordpress.com/2012/12/10/the-very-first-thing-a-founding-team-needs-to-do-achieve-content-audience-fit/

    • Thanks Bob,

      I will check it out when I get a chance.

    • Great post. Really enjoyed reading it! One of the biggest mistakes we have done in our site was to wait so long before we launch the product and get market feedback. From what I have learned, your vision may lead you to fail. That’s why, it is better to rely on the market data then your individual opinions.

  2. This is good stuff. I have never worked with launching a product but I’ll have this post in mind if I ever do myself or for a client.

    Do you think getting news press as a consulting service is as effective as a product service?

    -Amir

  3. Again, another fantastic post Neil.

    These are some very useful tips for anyone, even me, on launching a successful product. I will definitely get back to this post in the future when I need it.

    At the start, how often were you emailing your list? Once a week or once every 2 weeks? Id like to know that.

  4. I think the most difficult thing for me always comes down to letting something not be perfect (like you said, there’s nothing wrong with Beta.) This applies to everything I do, from internet marketing to real estate investing. Sometimes just getting something out there is enough to get going. That paralysis by analysis can be a killer of many great ideas and opportunities.

    As always Neil, I appreciate the article.

    • Yep, you are not alone. The mistake most people make is that they hold off for perfection. The reality is perfection does not exist it is about continuously updating and growing.

  5. Hey Neil great post I have learned the hard way from each of my times being involved in a launch that you need to set up a strategic gameplan and keep to building buzz as you get off the ground.

  6. Great post, I love to make sure there are no any errors or bugs with generating leads and potential customers. Everything else can have a small glitch, but not sales funnel or a product itself.

    And I like to have great support and to respond as quick as possible.

    James

  7. Bang on! Right what I was in a dilemma for. Especially the landing page bullet. I always had the question if u launch the product instead of creating the landing page. Coz all it does is just get email ids from potential users without them getting an idea about it.

  8. Simple – concise – and all true. Thanks for always the best info!

    Mary Lou

  9. Great article….Can I add one thing?

    Make sure it’s EASY to buy your products. One thing I have learned is that the easier things are to buy, the more the likley they will buy.

    Thanks

    Marvin

  10. Great post, I’m about to lunch my first product soon so I will use all information from here. Thank you Neil!

  11. Neil, I am in the process of my 4th launch & sharing with anyone willing to listen to my idea has been extremely valuable for me Yes, my idea is duplicable. But so what? First to market is one thing. Having a market on standby ready to buy is a science within itself. I once shared an idea in a online forum back when phpbbs were all the rage and I found that someone else took the idea that I had and ran with it. I was less committed to my idea once I saw someone implement it and that to me was an indicator that I would have lost my enthusiam for it.

  12. Yeas, I would definitely advice to learn how to make successful launches from movie makers, Create the buzz with teasers and trailers and attract media attention then keep people enthusiastic about it then there you go

  13. Hi Neil. Today I had the opportunity to listen to the talks of a serial internet entrepreneur. I was amazed to hear about Kissmetrics from him. He was so impressed with the service that he could not stop blabbering. It was an instant recall from my earlier reads of your posts.

    This post also for instance is informative enough to be archived for future reference. Thanks for bringing out such a gem.

  14. We are launchin Jan 15th 2013. Your post is timely, perhaps a little late for us, but nonetheless timely.

    In place of your Lesson #1, I am glad I have been collecting emails for the past 12 years! However, I am afraid we have not have kept them posted about our launch. Any last minute suggestions on how we might remedy this situation is appreciated.

    Neil, as always, thank you for so much insight and free stuff.
    You rock man.

  15. I would add that you should always be looking for, building, and nurturing joint venture partnerships. The success of most of the launches that I have managed with my own clients has relied heavily on having many affiliates/joint venture partners. This is an ongoing task – never ends – and the best place to start is at events (first building relationships face to face).

  16. This is really good and lesson 5 is something every new entrepreneur should learn sooner rather than later. We always think we are the only ones when suddenly there is someone who seems to be better even though they may not necessarily be better.
    Thanks for sharing this Neil.

  17. It is also a good idea to give free stuffs like eBook, memberships, and etc. In this way, people will surely come back to you once you already have the final product launch. I have been launching some products recently, and I am always looking for ideas. Thanks Neil, this is really helpful.

  18. Thanks for this article Neil, it’s very timely for me as I plan to launch a beta product within the next two months.

    I’ll definitely revisit this article many times of the next few weeks and months.

  19. Thanks for the invaluable insights about your own lessons from your past product launches. All the above learning that you have shown are worth millions. It always better to learn from other mistakes rather than from your own.

    The best is the last .. i.e. keep the momentum going. It becomes very hard to keep the momentum going when times are tough. But, as someone has rightly said, The tough get going… when the times are tough.

    • Indeed it does, momentum is what makes one successful or not. You have to keep going strong, if you stop even for a moment you risk being passed by a competitor.

  20. Great article, another interesting topic would be how to launch a site (as a product or service) from a seo perspective. I would love to read your take on that.

  21. Excellent points! One strategy that I found great for getting on television (which then gives you the clip to put on your website and boosts credibility – “as seen on TV” works!). If I am ever in a city and see a cameraman doing any story I approach them and ask them directly the best way to get on TV – they will usually give you the producers contact details and tell you what story angle the producer would be looking for. You can then call the producer using the reference of the cameraman you just met and they are a lot more likely to take your story.

    Make sure when you get on television you ask then for the clip – it is easier to get on a local station than you think especially if you give them the local story angle. Once you have the clip on your website your social proof goes up hugely and people trust you more as you have been on TV.

    Thanks for the tips!

    Amir Anzur
    Dean, Webpreneur Academy

  22. That’s a very admirable quality you have Neil, to be able to discuss deeply personal experiences including what you learned from them so as to be able to improve for the future.
    Thanks very much for sharing these helpful tips and advice for launches.

  23. Thanks for the advice and for all of these valuable tools Neil. I have bookmarked them.

    Rob
    San Diego

  24. One thing I see over and over with my clients during a product launch is underestimating the importance of sales copy and the sales page for the product.

    Some of my clients spend so much time working on the product itself that when it is time to actually launch it, they realize they have no sales page….and they have no idea how to talk about the product and how to convey the value of it.

    My advice is to start thinking about your sales copy immediately and start putting time in your calendar to work on the sales page as you build the product (or before, even).

    This would eliminate SO much of the frustration that I see…and the side effects are great too – you start to think more about your customers. Plus, you’re more in touch with the features/benefits of your product and if they are really necessary for your launch to be successful.

    The bottom line is that your customers will not know how great your product is if your sales page sucks! ;)

  25. Arun (London) :

    Great Article, Neil.
    Thanks for sharing your learning with the rest of us.
    Liked the way you shared relevant products available in the market for some of your points. Thanks.

    Keep it coming!

  26. Some startups spend too much time on a product before putting it out there for real users to test the app. There’s definitely nothing wrong with a beta. You can learn a lot more about how best to serve your customers and users interact and give you feedback.

    Release, Iterate and Repeat!!

  27. Another great article Neil – glad I subscribed to your emails as your blog posts always have something worthwhile in them, even if they don’t apply directly to me we can use your advice for our clients.

  28. Hi Neil

    These are real useful tips.

    But for point #1, how did you bring trafic to the launch page ?

    Regards

  29. It seems like your posts have gotten more personal recently. I really appreciate it. Getting press before launch is a great tip. I’m going to hop on it ASAP. I’m curious though if you have any thoughts about the prweb / prnewswire packages? We’ve been looking at partnering with 2 other companies on an annual subscription but I worry about the stories getting spun and the eventual low quality links that seem inevitable when auto syndicators pick up the rss for press releases done that way.

    Any thoughts on that?

    Thanks, and again, really appreciate your content!

    Jim

    • The PR services aren’t bad, but I haven’t had too much luck with them. It gets you some back links, but I haven’t gotten too many press inquires from using PR Newswire or PRweb.

      And yes, you are right. The backlinks are low in quality.

  30. Neil,

    Awesome read once again.

    I’d add, having a specific amount of vendor booths of really great business groups that compliment your business model they will also promote your launch to their members which in turn will bring more people to your launch and possibly bring more users or clients.

    Thank you Neil, you’re the man!

    ~ Rob

  31. Awesome Neil! Thanks for sharing

  32. As always, a TOTALLY SUPERB post! THANK, Neil! The lessons actually also hold broader and not just product launches! Thanks for sharing your wisdom!

  33. Hi Neil,

    A timely post for me as I’m developing a social network for a very specific niche which over the past few years has been creating its own communities to identify itself (use of a specific hashtag on Twitter as an example).

    I’m already making use of a landing page, but need to implement a video when I have the design finished of the site.

    Thank you for a great post which I will refer back to these coming weeks as the site progresses!

    Stuart :)

  34. There’s little-to-no downside to launching a sustainability effort at your business, and plenty of benefits. Thanks for shedding a little light on the topic.

  35. Collecting the right emails and that to according to our product niche is very important as they are only who are going to buy our product

  36. Fantastic article Neil.

    Right now #6 is sitting at the top of our agenda, as we have an awesome product that people love once they’re using it, but explaining it in clear marketing messaging isn’t the easiest as the product means a few different things to different people.

    We think this is also making the PR a lot harder, just as you point out in your post, if a journalist doesn’t “get it” they’re unlikely to cover it.

    Sage advice

  37. Thanks for the lessons learned, Neil. I definitely agree with “you’ll always have competition.” Many companies start out thinking their product is revolutionary, when in reality, something, somewhere can replace it.

  38. Hello Neil,

    What a fantastic post, thank you!

    Launching a product has never been more challenging, I think. There is so much competition out there! If you want to increase your chances of success, you must have a strategy.

    I’m working on an eBook on social media strategies, and your tips should definitely help!

    • Thank you,

      It is definitely important to strategize and have a plan. It is also important to make sure you are flexible. Rarely if ever does anything go according to plan so you have to be ready and willing to make changes.

  39. Hi Neil, thanks for posting your experience over here. There are a lot thing to learn from your experience, I really appreciate your hard work and greeting to you.
    Thanks

  40. In my opinion, Keeping the momentum going is the most important one, we have already seen many big Brands, services and products in past Going down after much hype. Its also important to stay Fresh in terms of being there in the mind of customers. Because little tweaks and updates are possible in every product old or new.

    • Yes, it is important to stay “fresh ” as you said in the mind of your current and future customers. I agree that there is always updates that can be made to improve.

  41. Hey Neil, would you apply these methods to selling an E-book. If not what would you recommend other than gathering emails? Thanks :-)

    • Same thing. Just replace product with ebook… for example you can create a landing page and buy ads to drive traffic to the landing page. Collect emails and then notify them when you launch your ebook.

  42. Hmmm, clearly I have to revisit the contents of our landing page. There’s too much blah-blah on our virtues and not enough on the real meat of our services.

    Thanks for this.

  43. Interesting article. Websites are, in a way, never fully launched. Never be afraid to keep tweaking.

  44. I’ve often thought about creating an email list even though we don’t have a newsletter yet, and you further proved that I should. Thanks!

  45. Took some interesting thoughts from this text! Nice, easy and informative to read!) Thank you!

  46. I love what you say Neil about striving for simplicity in your message.

    One of my favorite reminders of this is the quote, “Powerful ideas, simply presented”.

    I learned this from Carl Ally, the man who came up with Fed Ex’s legendary slogan, “When it absolutely, positively has to be there overnight”.

    Tim Ferriss is someone I pay close attention to in this arena. If you look at how he sums up what his blog is about in his header he says, “Experiments In Lifestyle Design”.

    For his “4 Hour Body” book his winning powerful idea, simply presented is, “Eat like Santa, look like Jesus”. That idea is bodybuilder strong and Homer Simpson simple. That seems to me to be the sweet spot.

    As Einstein said, “If you can’t explain it to a six-year old, you don’t understand it yourself.”

  47. Jeff Walker is the king of product launches and you can get a lot of value from his videos, many of which can be accessed by searching youtube. You learn about the sideways sales letter and warming up your clients before hitting them with the launch.

  48. Dear Neil,
    You always get back with loads of amazing insights :)
    Thanks a ton.

  49. Keeping the momentum (zeal and fire) going is by way the hitting point that make one stay motivated and dare the unimaginable.

    Thanks Patel

  50. My biggest mistake was listed as number 1 here! Yes! Collect your clients and readers email ids as many as you can! They cannot have panda, penguin or EMD! :D

  51. Great article Neil! As far as generating press through direct contact with reporters how do you go about setting up those initial connections? How do you meet those contacts? If using email would you jump directly in with information about your product?

    Thanks,
    Dan

    • I just reach out to them directly through cold approach. I also use sites like Help A Reporter Out.

      I jump directly into things 50% of the time. If I can help them with something or provide feedback, I usually do that first.

  52. I’m releasing my first book in 2013 and I have two major worries:

    1. How much should I charge – I’m releasing it as a physical book, an ebook and available on kindles. Obviously I have to price them differently but it is a headache.

    2. How to sell it on my site – I’ll be selling the book through as many outlets as I can but I’ll be looking to push it from my personal site (as I’ll get more money) but I’m struggling to find a WP e-commerce plugin that will handle it.

  53. Thanks for the article Neil, these should help me on my upcoming launch.

    Just a question on beta users for a freemium product. I’m thinking of letting users have a higher package for free to give me some good feedback and hopefully spread the word. Would you do this, and if so, would you continue giving this free after full launch, or at some kind of discount? So rewards for beta testing essentially.

    Thanks

    Stuart

  54. Excellent article Neil! thanks

  55. http://LaunchSoon.com offers the easiest way to collect emails before launch. Check it out!

  56. Awesome tip Neil, one needs to learn with every launch.

  57. All the above learning that you have shown are worth millions. Thank you..

  58. Self Improvement Quotes :

    I think I have another lesson.
    It may be simple but it is important.
    It is about giving something free. Something which is related with the main product and your customers/subscribers will be happy to take it.
    I don’t know exactly when should you give it (before launch or after) but people like to check out before checkout.

    Thanks a lot Neil

  59. Well put, Neil. A lot of times, the hardest thing to accomplish with startups is maintaining the momentum. It’s usually quite a challenge to get word of the product out initially, but if you can’t keep things rolling once sales start coming in, you may find yourself back at square one before you know it!

  60. Loved the blog, especially your point about it never being too early to get press. Nice going Neil!

  61. Hi Neil,

    This is true that we need email before starting the product and yes the price and comeptition plays an important role in product performance.
    Thank you

  62. well, i like your point about Price and competition. We need to check competition before entering into any market.
    Thank you

  63. this my first time i read your article,get to the point – simple -clearly,awesome neil.

    and again you have solved problem in my site..
    big respect for you neil.

  64. Great Post Neil…,

    I think Lesason #!1 Collect emails, even before your product launches
    and Leasson #2 It’s never too early to get press
    are most important to kickoff the business.
    These two factors have helped “Fab.com” and “Everlane.com” to reach where they are today. Both of them had started collecting emails way before launching the websites, and they were extremely smart spreading the message and getting the pres early.
    Thanks again for sharing…

  65. Hello,
    It is also a good idea to give free stuffs like eBook, memberships, and all other. In this way, people will surely come back to you once you already have the final product launch. I have been launching some products recently, and I am always looking for ideas.
    Thanks

  66. Hey Neil,

    Thanks for the great post. The example for proper product pricing really had me floored. I’m about to sell a higher end shaker cup and I realize now that I need to re-analyze and re-analyze and test, test, test my price or it may turn away a large portion of customers.

  67. This is good advice. I really agree with the bit about not worrying too much about competitors. It will make you work harder and faster (not to quote Daft Punk lol). I will say that as a consumer, if you put out your landing page really early and then I find myself coming back for updates but nothing has changed, that can be very frustrating; so update as frequently as possible! Thanks!

  68. Very useful advice, it’s good to consider also the feedback from others or from your customers. You will discover different opinions that somehow could be beneficial for you.

  69. Neil, I can attest to all 7 of these lessons. You’re able to present such thorough points due to the 5 big launches you had. Very helpful for guys like us to read. Keep up the good work buddy!

  70. Hi Neil,

    I just read your 7 lessons learned and will be implementing them. I am still in the product creation stage, my product is 95% done.

    I definitely want it to be a successful product launch and any I’ve been browsing the internet to see what I can learn. This is going to be my first product launch, so I’m a little nervous.

    It’s been a lot of hard work and I definitely want to make sure that it’s as successful as it can be. Thanks for sharing these tips, have a great day.

    • Susan, glad I could help. I am sure that you will do amazing if you follow all the steps one by one. Please let me know if you need any help with anything at all :)

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