Alex Beadon

The only numbers you should be looking at in your online business

For many course creators, numbers are scary.

You’re simply trying to impact people’s lives by dropping into your zone of genius and creating an online course that helps your audience, right?

Though it can feel daunting to look at your numbers, it’s a necessary and empowering practice that will give you critical information and clarity in your business. It will clearly present you with which efforts are and aren’t working, and provide you with the framework for a straightforward course of action in your biz.

In fact, I’m willing to bet that once you begin to pull back the curtain on your data and see the possibilities of optimizing your online business that come with understanding these numbers … You’re going to begin to feel energized by it.

Today I’m going to help you distinguish between the numbers that are critical to understanding your biz and improving your performance, vs those that are quite simply… fluff.

2 types of numbers in your business:

  1. Vanity Metrics
  2. Key Performance Indicators

Let’s define them, shall we?

Vanity Metrics are numbers that make you appear to be doing well but do not help you in understanding your business’s performance in a manner that will effectively inform your strategy. We often confuse these numbers as important, typically because others can see these numbers (such as likes or follower count) or have told us that they’re important. However, they don’t ultimately contribute to our overarching goals or our bottom line.

On the other hand, we have Key Performance Indicators which are a unique set of data points that are specific to your business goals. These are the quantifiable measures that are critical to understanding the success of your business in meeting your objectives for performance. These KPIs provide you and your team with clear targets to aim for, and are ultimately the only numbers you should truly be focusing on.

How do I identify which numbers are Vanity Metrics, and which are KPIs?

1. Understand your business goals specific to your business model: 

If you’re an influencer who gets paid work based on how much of a following or engagement you get on your post then your likes and follower count absolutely matter. However, if you’re an online course creator, ultimately your goal should be to increase the number of students you have enrolled in your course. In this case, your KPIs could be the amount of email list opt-ins that you’ll ultimately be able to sell to and your conversion rate from email list opt-in to purchaser. Your plan of action then will not be to get more likes or followers on social media, it could be to strategically generate more leads using ads or collaborations (to increase your email list) whilst nurturing your existing email list to improve your conversion rate for the future.

2. Ask yourself, “What strategic business decision can I make with this data point?”: 

If you’re not clear on whether a metric is a KPI or vanity metric you should ask yourself “Does this data point provide me with information that can inform a strategic course of action in my biz?” If the answer to this is “no” or “I’m not sure” it may be worth shelving the metric. Everything you measure should be with a purpose and allow you to quickly understand where there’s room for improvement.

Let’s run through an example:

If you’re running an ad that points to a free download opt-in page, you’ll be able to see the following metrics:

  • Ad Views
  • Opt-in Page Views
  • Number of Downloads

These three metrics ultimately can give you the following information:

  • The percentage of people that saw the ad and then clicked into the opt-in page: This will allow you to get a feel for the strength of your ad content and audience. You can then start making small tweaks to your ads (such as changing the audience OR changing the content) to see if you can improve this percentage and get stronger ads.

  • The percentage of people that saw your opt-in page and then opted in to get the free download: This will allow you to understand the strength of your opt-in page. You can then start making small tweaks to the page (such as bigger, bolder buttons, an easier way to fill out the form, or changing your marketing language) to see if you can improve this percentage and get a stronger conversion rate.

3. Determine whether the metric is a reflection of the truth: 

It is important to discern what your data points are actually telling you. For example, you may have 20,000 email subscribers which means you have an awesome list of hot leads right? Not necessarily. If you’ve pivoted in your business, you may have 18,000 cold leads that are not your ideal client, meaning that your conversion rates will be low. Another example is that you may be looking at your competitor with 50,000 followers on social media and wondering why you’re struggling to get followers, but as we all know it’s easy and cheap to pay for followers which means they may appear to be doing well but their audience is cold. In these instances, the quantity of subscribers are vanity metrics (they look and sound good), however, the quality of the subscribers is really your KPI as it’ll directly impact your bottom dollar.

Now, I’d love to hear from you. Leave a comment below and let me know...

  1. What does your online course teach?
  2. Are you tracking numbers in your business – or flying by the seat of your pants?

Sending you a warm hug from sweet (and rainy!) T&T ☀️🌴🇹🇹

xoxo,
Alex 💋
(your online biz bestie & favorite launch strategist)

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Want to learn how to create an online course?

Check out The Strategic Offer Incubator to learn how to strategically craft a successful online course or membership site – and the simple sales formula to get people in the door.

Ready to learn how to scale your online course through launching?

Check out Together We Launch to learn my six-figure Launch Strategy that allows you to play to your unique strengths and hit your launch goals, without sacrificing the lifestyle you’ve worked so hard to build.

Have you strategically prepared your online business for the 2022 Holiday season?

I just have to know … how prepared are you REALLY for the final quarter of this year? Did you know the biggest online shopping day of the year is Cyber Monday? And guess what – it’s coming up on November 28th.

The U.S. online holiday sales are expected to be a record high between November 1st and December 31st. (of $209.7 billion USD 🤯)*

*Data based on a report published by Adobe Analytics, which is said to be the most comprehensive view into U.S. e-commerce trends. Source: Business Wire.

Another article from 2021 stated that …

  • 😱 $5.1 billion USD more was spent by consumers over the previous year’s Thanksgiving Weekend (Black Friday and Cyber Monday)…
  • 🤯 and an additional $777.3 billion USD was spent during the Christmas season!

*Though these numbers reflect all holiday sales (not just online sales), data has shown that there is an increase in consumer behavior trends, post-pandemic, toward an increase in online shopping.

So my question to you today is … How are YOU strategically preparing your business for the holiday season?

💌 This post is for you if you’re ready to learn …

1️⃣ Why you can’t afford to leave your strategic holiday season planning to the last minute …

2️⃣ ONE killer strategy you can implement easily to boost sales on Cyber Monday…

3️⃣ 3 ways to make the MOST of this strategy (including a tactic that once made almost $28k for my biz!)

Now, without further ado… Let’s jump right in!

Why you should be thinking strategically about the Holiday season ...

Research shows that holiday spending begins as early as the start of October. People are already primed and prepped to invest in thoughtful gifts for themselves and their loved ones. With this increase in spending, there tends to be a dramatic decrease in sales in the early months of the new year. This is exactly why you want to double down on your sales strategies for the final quarter of the year.

If you’re sitting there thinking “ick, that feels yucky” – I want you to remember that you aren’t ever forcing a sale … You’re providing your audience with an opportunity to solve their problem … and trying to make that opportunity more accessible for them. After all, what better and more sustainable of a gift for your customer than investing in your digital product that will improve the quality of their life and teach them invaluable knowledge or skills that they’ll have for a lifetime?

Here’s something quick & relatively easy that you can implement over Cyber Monday (or throughout the Christmas season):

Run a flash sale ...

Have you ever gotten an email for a product you’ve been eyeing for months that has a subject line that sounds something like this: “FLASH SALE: 3 hours to get everything at 50% off before it’s all gone!”?

😔 You’ve been desiring this offer for ages. You want it badly.

😣 You’ve been negotiating with yourself on whether you should purchase it. “Some day”, you’ve been telling yourself.

🛍️ Enter… the flash sale.

🥰 It feels like a sign.

You feel the urgency – yet amidst that, there’s something else … Exhilaration… Excitement? You can’t help but purchase what’s on offer – and with it comes a sigh of relief … a feeling like you’ve won.

Isn’t it weird? We know that the goal of a flash sale is to offer us a great deal with the goal of ultimately getting us to impulsively buy … and yet these kind of deals still feel sooo good to us.

The flash sale is ultimately a win, win, win.

Your audience gets what they’ve been wanting or needing for a long time (your offer), at a price that’s significantly lower than what it’s worth (the discount) and you get an influx of sales (#win).

Congrats – you will have just created an experience that is mutually beneficial for both you and your audience.

Here's what you SHOULD offer on Flash Sale ...

👉🏼 An offer that you’re phasing out: If you are planning to permanently shelf an offer, give your audience one last opportunity to snag it for a steal of a deal. It’s an easy cash boost for you, and an easy win for them.

👉🏼 Something you can deliver quickly & easily without compromising on quality: Think logistics. Can you choose something that’s as easy as possible to logistically follow through with? Do you need to limit the amount of purchases that can be made? Ideally you don’t want to choose something that’s going to add too much extra responsibility to your plate.

Here's what you SHOULD NOT offer on Flash Sale ...

🙅🏼‍♀️ You should NOT offer high-ticket offers on flash sale because it can erode the reputation of the offer.

🙅🏼‍♀️ You should NOT offer ALL of your offers on sale, in fact – I recommend choosing and focusing on only one, unless you are segmenting your list based on their interests.

👉🏼 You should also use this “Flash Sale” tactic sparingly. For Cyber Monday – sure why not! But year round it’s never a good idea because you will train your audience that if they hold off on purchasing long enough, they may get a big discount from you!

Here's how to make the most of your Flash Sale:

Here are 3 easy ways to improve your Flash Sale ROI…

1. Use tools to communicate the urgency: my favorites are fixed countdown banners on the sales page, graphics that communicate the special offer, and limited time language

2. Promote across platforms: use pop ups and banners on your website, share across all social platforms and send out an email announcement along with multiple reminders during the flash sale

3. Add an upsell: when the customer purchases your offer, direct them to a thank you page that then offers a complimentary upsell. This helps you ride the wave of new customers as typically up to 5% of purchasers will upsell (note, this number may be lower as flash sales tend to drive new, one time purchasers who may be interested in your offer but may not necessarily be an ideal client). Implementing this one technique on the last day of one of my launches added a whopping $27,990 USD to my bottom line. 🤯🤯🤯

Now, I want to hear from you! Leave a comment & let me know - have I inspired you to host a Cyber Monday sale? 👇🏼🥂✨

I can’t wait to hear from you!

xoxo,
Alex 💋
(your favorite launch strategist)

P.S. If you’re an online course creator who wants to learn how to launch profitably My FREE training, the Launch Expansion Method, is now LIVE. This training is worth over $1,000 USD but I’m gifting it to you for free. Click here to register now!

 

Launch Expansion Method. How to scale your online courses through launching. Created by Alex Beadon, Launch Strategist featured in Entrepreneur, Forbes and Teachable.

 

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Launch Diaries 006: Day 1 of the Launch: What ACTUALLY happened!

Ultimate Launch Bootcamp starts in FIVE DAYS, but today I have a very special new launch dairies video to share with you. If you’ve ever wondered, “does Alex practice what she preaches about launching?” this video will answer your question! 

Registration for The Ultimate Launch Bootcamp went live last Monday and today you get to see ALL the behind-the-scenes of what it was like for me on the actual launch day! 

It’s been years since I’ve launched a new product and trust me when I tell you, I was excited! I got up at 5:00 am because I was so eager to see how everything would unfold and day 1 did not disappoint. There were highs, there were lows and also some surprises! Truth is, launching can be stressful when it is not done right. From the start, my goal was to not be stressed. You will see some stressful moments in this video but overall, my vibe was pretty zen.

Remember this launch meme post? I literally went through ALL the stages of launching in one day. If you’ve ever launched or planned on launching, you definitely want to give this video a watch. 

Since this is my launch diaries, I get real with you in the video and share more vulnerably than I ever have before! I questioned whether I should include it or not, but I’m committed to being transparent and that’s the whole point of Launch Diaries – so I kept it in!  Watch the video to see what went down.

If you are still on the fence about The Ultimate Launch Bootcamp watching this video will answer some of your questions AND give you an idea of what it is like to launch with me. Don’t mean to toot my own horn but… I’m the most fun launch strategist you will come across! 

It feels surreal that my newest product offering is live. I’ve been working on ULB for months and to see it out in the world and have people signing up means a lot to me.

We are six episodes into the Launch Diaries series and things are getting real the closer I get to launch. Watch the full video here:

Launch Diaries 005: What to do when life happens.

In my latest Launch Diaries episode, I walk you through how I handled preparing for a launch after getting some devastating news. Can you remember a time you had everything planned out, you were excited and ready to go… then life happened?

We are five episodes into the Launch Diaries series and I hope you’re picking up a theme. Are you? 👀. If you aren’t, here’s a hint, it is about your well-being. I cannot stress enough that your launch success is reliant on your well-being and being able to show up and get things done.

Every day while launching you will be presented with two choices:
 1. Do I get stressed?
 2. Do I prioritize my well-being?
The answer to that question will directly impact your launch. Click here to see what my answer was!

I cover so much in this newest video, we meet on a Wednesday afternoon and I don’t stop until Saturday evening. I give you some mini launch preparedness tips for example: 

  1. Write down who your ideal client is and constantly refer to the list.
  2. If you cannot do a major brand refresh before your launch, I recommend updating your profile photo across all platforms.
  3. Spend some time at the end of the week CELEBRATING your wins. Look back on all that you managed to do and give yourself a big pat on the back!
  4.  Before a launch, look around at all your digital assets and ask yourself these questions:
    Is this a true reflection of where my business is at right now?
    Is this a true reflection of how I want to be perceived by a potential client?

I won’t give away everything, go and watch the video to see all that I talked about and showed you in Launch Diaries 005!

Can you believe we are five episodes into the Launch Diaries series?!!! I truly hope you are showing yourself grace. Life will happen, and you get the choice of how you give it meaning. Sending you so much love. Watch the full video here:


Launch Diaries 004: I want to talk about Launch Goals

It is your Biz Bestie and Launch Queen Alex Beadon here, with a new episode in the Launch Diaries series! Want to know my big revenue goal for my upcoming launch?

SPOILER ALERT: It’s my biggest and scariest target to date BUT I feel totally calm and confident, while simultaneously detached from it. I know that harnessing this energy is pivotal to actually making it a reality, and I talk a lot about how I do that in Episode 4.

I have a history of launching so I know what it will take to get me to that figure. I know this is a big and scary goal, but I also know if I want something I must speak it and embody the feeling it gives me. From now until I launch I will name and claim that goal but I will also hold the goal loosely.

So much happens in this episode, it is filled with gems and “AHA” moments for people who will be launching soon, who need a pep talk, or who feel stressed from holding their goals too tightly!

Come spend a day with me as I …

  • Meet with my Operations Manager, Laura, to go over the offerings and updates we are making 
  • Reach out to past Together We Launch members for their testimonial
  • Explain the difference between the Ultimate Launch Bootcamp and Together We Launch 
  • Talk about wellness and listening when your creativity speaks 
  • Go through what my weekly schedule is like 
  • Explain why this is the most prepared I have ever felt for a launch

I love making these Launch Diaries videos and hearing your feedback! Thank you for coming on this journey as I get ready to launch my newest offers. Watch the full video here:


Launch Diaries 003: Time Management & 75 Hard

Launching is an all-encompassing thing, and it cannot be done overnight. If you are planning on launching soon, you must be working on your plan and putting systems in place months before the actual launch date. I know I keep saying this but, I absolutely LOVE making these videos because I get to take you behind the scenes to show you what a day in the life before a launch is like.

The Launch Dairies series offers you a look into all the planning currently taking place as we get ready to release the Ultimate Launch Bootcamp and Together We Launch. This series is perfect if you are an online course creator or if you own a membership site and you are planning on launching soon.

In this latest episode, I start my day at 5:30 am and I don’t stop until 8:00 pm! In this video you will see me:

  • Meet with our Content Manager to go over our Facebook ads performance.
  • Talk about why I spent thousands of dollars investing in myself. 
  • Review my tried and tested launch content plan. 
  • Start day one of the 75 Day Hard challenge. 
  • Go over the email marketing plan for the Ultimate Launch Bootcamp. 
  • Plan my next day, before heading to bed- productivity hack! 
  • Answer my DMs (Yes! When you DM me, I’m the one who actually replies)

I’m so grateful you’re coming on this journey with me through the Launch Diaries series. I love opening my virtual door and letting you in behind the scenes as I prepare for my next amazing launch! 😅   Watch the full video here:


The five things you can do to have a stress-free launch.

Your wellness does not need to suffer for you to have your most successful launch. In fact, I experienced my first six-figure launch when I decided to prioritize my well-being over everything! In my newest video I am showing you, that contrary to what they say, you can have your most successful launch without sacrificing your wellness.

So many of us are being held hostage by our launch to-do list. We feel we must tick everything off, even if it means losing sleep, not eating enough, not exercising… you know the drill. Ten years ago, I ditched my to-do list, I started prioritizing my energy, which led to me feeling and doing my best during my launch. It worked for me, and it will work for you!

Not sure where to start in prioritizing your wellness during a launch? Here are five things to put in place before your launch that will lead to you having a stress-free launch.

1. Plan your Launch | You need to have a launch that is planned so strategically that you know what is happening and at what time. If you want to have a stress-free launch, make sure you have a launch plan, and that it is being worked on months before the actual launch date.

2. Review Your Plan | Get very clear on launch roles and responsibilities. The important thing is making sure everyone on your team knows their roles, what needs to get done, and by whom. I suggest having a weekly meeting with your team to review the plan and the upcoming launch.

3. Have a support system in place | Launching is an all-encompassing thing, it requires your full presence which means you will need to have a support system. Do you have a support system in mind? Consider speaking with your support system and letting them know what to expect during the launch and how to support you

4. Mindset | Your mindset is pivotal during your launch. You need to ensure you are examining your beliefs about money and saying your affirmations daily. You will need to work on your mindset if your goal is to have your first six-figure launch.

5. Everything starts from within | As you prepare to go into launch mode, one of your main jobs is to always be mindful of how you’re feeling. Do all you can to ensure you are vibrating on another frequency to knock this launch out of the park.

There you have it, five launch wellness tips for you to start working on before your launch. Watch the full video here, where I go more in-depth on each tip. I also made a printable download checklist filled with actionable steps for you to start prioritizing your wellness during a launch – click here to get your free checklist .

Are you launching soon? Do you have anything in place to make sure you are expertly taking care of yourself? If you are not sure where to start, watch the video below.


Launch Diaries 002: Creating content: what they don’t tell you.

Two weeks ago, I started a new vlog series called Launch Diaries. In this series, I take you behind the scenes of what is happening in preparation for my upcoming launch. In this latest episode, I am taking you with me as I try to film THREE pieces of video content in one day.

This video is for the person who longs for the day when they are way ahead of their launch content plan; or for the Launcher who is still scrambling to post on their scheduled date and struggles to batch create content. If this sounds like you, then you will resonate HARD with today’s new Launch Diaries episode.

I started the day at 9:00 am and finished at 11:04 pm with the sole mission of creating three pieces of video content. Guess how many actually got filmed? I’m not telling 🤣 you’ll have to watch here to find out.

In this video you’ll see:
• The actual process of setting up to film (look out for a special guest appearance)
• The ugly truth around how time-consuming filming can be
• The best practices I’m learning while getting back into YouTube
• Live examples of me showing myself grace throughout the day
• The process of organizing my business from the back-end

Watch Launch Diaries 002 to get a REAL look into an actual day of content creation in the lead-up to our launch. Watch the full video here:


I did these five things and got my first six-figure launch.

Do you feel like there is a huge piece of your launch puzzle missing? Are you low on energy because you feel you are shouting into a void? Are you still struggling with the self-imposed shame of asking people to buy your products? Do you ever think, “I wish there were a video to walk me through how to make my first six-figure launch?” Well, my friend! Your wish is granted!

In my latest video, I am sharing five tips that make a massive difference and can propel you to your first six-figure launch. This is the video I wish I saw when I was about to do my first launch in 2011.

Here are five tips that could be the difference between a five-figure launch or a six-figure launch:

1. Future proof your offer | You want an offer that sells itself and does not require a lot from you in the future. Is your offer future proof?

2. Do Your Market Research | Understand your client’s needs so that your offer is an automatic “HELL YES” from your customer. Do you know how much your ideal client would be willing to spend to fix their problem?

3. Focus on your mindset | I know so many Launchers who have this self-imposed shame around selling and promoting their products. Remember who you are here to serve and never forget that there are people who need your product because it will help them.

4. Use a Launch Strategy that works | There must be a strategic plan in place to get people onto your sales journey. What is your plan to get in front of your ideal client to share your story and introduce them to your product? Your strategy should be specific and work for you and the product you are selling.

5. Look at your launch like a math equation | It is so important to focus on your data. What are your numbers saying to you? Are you spending too much money on conversions? What performed well that can be tweaked and used for the next launch? Your data speaks to you, take the time to listen.

There you have it! The five things I focus on when launching. These tips have been proven to work for me on numerous launches including Project Storyline which was my first six-figure launch. Watch the full video here:


Launch Diaries 001: A No-Filter Look Behind the Scenes of my Launch

Welcome to my Launch Diaries! In this new series, I take you behind the scenes of what is happening in preparation for my upcoming launch. I decided to do this series because I wanted to create the kind of content that is not only meaningful to me but also beneficial to my community. I am enjoying making these VLOGs because I love the feeling of showing up and taking you with me as I go through my launch process.

You see, I’m currently in the process of planning two launches- YES, you read that right, one launch will lead right into the next. I have never done this before, and I am excited and nervous to see what lessons I’ll learn.

I personally *LOVE* launching because it brings together all my skills and my passions. It takes so much of my energy and I know I have to show up consistently. I consider it a huge personal development process because during a launch you are constantly facing all your fears and doubt. I know that can be scary for some people, I also know being unprepared for a launch makes it even harder- which is what I can help you with!

In this VLOG I take you through my entire Monday, starting from 7:40am to 10:12pm; you see and hear me talk about:

  • How I went from feeling totally prepared to totally overwhelmed
  • Why I feel like the bottleneck of my business
  • What I do to prioritize my mental health + well-being
  • How I prioritize my tasks
  • A call with my Operations Manager and Bestie, Laura
  • New business systems and processes
  • How I prioritize my tasks and a lot more

    The goal of these launch VLOGs is for me to open the door (or camera 😊), let you in behind the scenes, and to literally bring you in as I would my Biz Bestie. It is also a very interactive way for you to get a visual of what goes on behind a launch.

Come with me as we launch together! Watch the first video in the Launch Diaries series and don’t forget to leave me a comment and let me know what you thought of this style of video!