🎯 Launch Debriefs

Every promo, tracked + debriefed. What we learned so the next one is better.

📜 Past Launches
🚀 Active Tracker
📋 Principles
🚀 PagesAI Promo
Mar 30 – Apr 2, 2026
$80K+
Revenue
222+
Purchases
25.6%
Day 1 CVR
$360
Avg Order
✅ What Worked
  • Win Email inbox access during launch. Having real-time access to the inbox people replied to from marketing emails was a massive advantage — caught issues fast and saw feedback instantly.
  • Win Wistia as Vidalytics backup. Having Wistia ready as a fallback video host nearly saved the launch when Vidalytics had issues. Multiple backup plans for critical marketing assets = non-negotiable.
  • Win Exit pop on sales page drove sales. The exit-intent popup generated meaningful revenue — people who were about to leave converted.
  • Win Scott's buyer bonus livestream. Day 4 livestream added urgency and value for buyers — strong close mechanism.
⚠️ What to Fix Next Time
  • Fix UTM tracking from day 1. UTM tracking was not planned before launch — lost significant tracking data. Build the full UTM schema into the launch checklist before any emails or ads go live.
  • Fix Exit pop timing hurt VSL watch rates. The exit pop fired too quickly — visitors saw the long-form text sales page instead of watching the VSL, which was the better sales mechanism. Next time: delay exit pop until after a minimum watch threshold (e.g., 60-80% of video), or only trigger for users who haven't started the video.
  • Fix Express Checkout was down for 2+ days. PUF express checkout broke on both domains (Feb 23–25), cratering CVR from 3.5% to 0.4%. ~$3K/day in wasted ad spend before fix. Need a checkout monitoring alert.
💡 Principles Extracted
  • Principle Always have backup plans for major marketing assets. Video host, checkout, email sender — if it's critical to the launch, have a Plan B ready to swap in within minutes.
  • Principle Monitor the reply inbox live during launch. Add email inbox access to every launch runbook. Real-time customer replies = fastest feedback loop.
  • Principle UTM tracking goes in the launch checklist, not the launch week. Every link, every email, every ad — tagged and verified before a single send.
  • Principle Don't let exit pops compete with your best sales asset. If the VSL is the primary conversion mechanism, protect the viewing experience. Gate the exit pop behind video engagement.
🔮 Future launch debriefs land here After every promo: revenue + purchases + day-1 CVR, then wins / fixes / principles. Add a new debrief-card block above this slot.
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📋 Launch Playbook — Cumulative Principles

  1. Backup everything critical. Video host, checkout, email sender — have a Plan B that can go live in minutes.
  2. UTM tracking in the checklist, not launch week. Every link tagged and verified before first send.
  3. Monitor reply inbox live. Add to every launch runbook — fastest feedback loop available.
  4. Protect your best sales mechanism. If the VSL converts better, don't let popups or alternate paths bypass it.
  5. Checkout monitoring alert. Automated CVR drop detection — if conversion falls below threshold, alert immediately.
  6. Test all paths 24h before launch. Full buyer journey on every domain, every device, every payment method.
  7. Scott buyer bonus on day 4. Livestream adds urgency + value mid-launch. Proven close mechanism.
  8. Exit pop ≠ VSL killer. Gate exit intent behind a minimum video watch threshold.
  9. Launch dashboard live before cart opens. Watch data flow from minute one — don't build reports while the promo runs.
💡 How this list grows: Every time a launch debrief extracts a new principle (see Past Launches tab), append it here. Principles graduate from "nice idea" to "playbook rule" once they've held up across 2+ launches.