Who is the launch team? A launch is a team effort and so its success is heavily dependent on the team that is running it. Who is the project manager? Who is the launch architect? Who is the copywriter? We have seen more than one launch totally implode because of poor project management, poor launch architecture and weak JV support. All of these issues originate from a lack of experience by the launch team.
Has there been an internal launch and if so, what were the conversion stats? In many cases, a well known speaker will announce his product launch and based on his reputation, many other speakers will immediately support his launch...only to find that the offer doesn't convert and they have given away their best opt-ins to the product owner for next to nothing. Next time somebody asks you to promote, ask them if they have done an internal launch and if they are prepared to share those stats. If they are being evasive, then that's a red flag. On our launches, we have seen as high as a 30% conversion from a free CD offer ($19.97 postage and handling) to a $997 upsell. That's on the high side, but anything less than 10% indicates that it's a poorly constructed offer.
How compelling is the landing page? The initial offer starts at the landing page. If the visitor doesn't opt in, then he will never see all the follow up steps. Thus, if the landing page does not convert, then the launch will die before it has a chance to start. On a landing page that requests only the email, we have seen as high as an 85% opt-in rate (remember that this is not cold traffic: it is highly endorsed traffic from your JVs). Anything less than 50% is cause for concern. It either indicates that the landing page has not been properly architected or the quality of the JV's list is weak (you can isolate and compare each JV's list quality through the affiliate links generated by your shopping cart).
Are you expected to sell the big ticket item or do you have deliver only the initial opt-in? Broadly speaking, there are 2 types of launches: the one where you are expected to get your list members to opt-in and then the ones where you are expected to sell the big ticket item. As an affiliate, you will make far more money if the launch is structured such as that you only have to get your list members to opt-in and a proven, tested sales process converts your opt-ins. As a rule of thumb, if you're in the money making industry (real estate, stock investing, small business, etc.), expect to make 50 cents per list member (we have had a small handful of clients that have paid out $1 per JV list member).
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