Tips to get the most out of a Product Hunt Launch (even if you don’t make any money)

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Tips to get the most out of a Product Hunt Launch (even if you don’t make any money)

I’ve done four launches on Product Hunt now. Two were hits and two were misses. Even the ones that I considered hits were not crazy profitable.

A few weeks ago I got userinput.io (my startup that provides on-demand feedback on websites, apps and business ideas) up on Product Hunt’s front page and ended the day in 3rd place. I set a revenue goal of $1200 that day. I didn’t hit my goal at all. I made $117 instead. Still a lot better than an average day before Product Hunt, but definitely not life changing.

But I learned a lot, and got a ton out of it (and orders kept coming after the first day, and are still coming from Product Hunt, so it was a longer bump in revenue after all).

Here are some ways I’ve found to get more out of a Product Hunt launch that I wanted to share with you guys.

Live Chat

Have it on your site and make sure you’re on it as soon as you go live on Product Hunt. I like PureChat and they have a free plan now that’s pretty awesome. You can watch live traffic easily but also hear from visitors. I had people from all over just saying “Hi, I saw you on Product Hunt!” but more importantly, I kept getting the same questions all day, which made me realize that they weren’t being answered clearly enough in the front page copy.

You can also use the live chat to talk to people who are on the fence about ordering and find out what is holding them back, then work to close them. Use whatever you find out about why they are tepid about ordering and alter your site or service to improve your conversion rate.

Customer discovery

Between live chat, Product Hunt comments, and talking to whatever users you get from your PH launch day, you’ll have a great opportunity to do customer discovery, and figure out if your solution really solves the problem for people, what is important to them, and how you could change or pivot your startup to better serve them.

For example, because of the conversations I’ve had with customers I got from Product Hunt, I learned people were willing to pay more for my service and have since upped the prices slightly, plus I learned a way to spin off another service.

Exit intent popup / capture emails

This is one thing that I didn’t do well on the userinput.io launch on Product Hunt, but when I got startupresources.ioup on there, I ended up with something like 600 new subscribers on my mailing list, which was awesome. Snag their emails so that even if they don’t close that day (the vast majority won’t), you can put them on your newsletter and keep them in your audience.

And yeah, exit intent popups are kind of annoying, but they work. I use OptinMonster because it has variation testing, and I learned that a coupon offer worked best with the Product Hunt traffic. But if you have a good lead magnet like a quality ebook or something to offer, instead of a coupon, that should work well too.

Build a retargeting audience

The thing you’ll definitely get with a decent Product Hunt launch is TRAFFIC. startupresources.io got 15,000 unique visitors in the first week after being #1 on Product Hunt, and userinput.io got about 3600.

Depending on your product, this can be gold for retargeting. You’ll need to crunch the numbers to see if it’s worthwhile, but showing ads to that traffic to try to get them to come back and order later may work well, IF your product is expensive enough to win in the formula of CPC versus conversion rate versus net revenue from an order. Make sure the math is in your favor: A Facebook retargeting click will probably be around $0.40, so if your conversion rate for retargeted traffic is 1%, and you net $20 from a one-off order, you just paid 40 bucks to make 20 bucks. No good! But if your SaaS is $19 a month and you have a low churn rate, that’ probably worth it, considering lifetime value of the subscribed customer.

So make sure you have Facebook, Google and Bing retargeting codes on your home page. And yes, I said Bing, it’s actually worth doing. The retargeting/ad system is basically a clone of Google, and the rates are good. I see more orders from Bing than I do for Google for one of my other startups.

Oh and you could always use that pixel audience to advertise another service that you might have…

Finding common questions then answering them in your copy

I mentioned this in the Live Chat section, but it’s worth repeating: Use the conversations you have to figure out what doesn’t come across on your site, and then make it more clear. Maybe it’s a common question on how your service works, maybe it’s questions about pricing.

Find new talent

I had several people ask to become reviewers, and I even had a couple people ask if I were hiring for spots on the team. So if you’re looking to hire sometime to expand your startup, put mention of it up on your site before Product Hunt and snag some interested people.

Blog posts and other opportunities

This won’t be very predictable as to what you get out of it, but I got an offer to write for a major related blog and to be on their podcast, plus a partnership offer. Keep the lines of communication open and see what else you can get out of it, besides traffic and revenue.

I just thought I’d share this. Product Hunt can be a pain in the ass to make work (getting stuck in the upcoming/newest section is easy), but can be a big help with getting attention to your product.

 

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