In today’s world, where thousands of brands are vying for consumers’ attention, one of the best ways to get people excited about your product is by creating suspense. You can always rely on FOMO to make people hungry for your product before they even know what it is. And what is one of the best ways to create FOMO? By constructing an effective pre-launch landing page.

What Is a Pre-Launch Landing Page?

A pre-launch landing page, or coming soon page, is the best way to create buzz around a new product or service you are planning to launch. Often used to launch digital products, it is a brief one-pager on your website, providing a concise explanation of what your audience can expect from your new offering.

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But more importantly, a pre-launch/coming soon landing page is a source of leads. Users who land on your page are asked to provide contact information, either for an incentive or simply to subscribe for updates about your upcoming launch. If you optimise your landing page for conversions, you’ll automatically set yourself up for a successful launch.

So, why do you need a pre-launch landing page, and what are some tips that you can use to create a pre-launch page of your own?

Why Do You Need a Pre-Launch Landing Page?

When you are about to launch a new product, you would naturally be focused on landing page marketing and creating buzz around it.

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The key here is to try and get as many people as possible into the top of your sales funnel. How? By collecting information from these interested parties, such as their email addresses and phone numbers. This information, collected through your website or existing landing page, then forms part of your pre-launch database. You can contact these leads, sending links to your pre-launch landing page for your new product or service. Just like that, you’ve created hype.

A pre-launch page is also a platform that can be used to collect email addresses and other information from people who are interested in using your product in the future. You can create your pre-launch database from the people who visit your pre-launch page.

Another reason to consider this tactic is that a one-pager is a significantly more cost-efficient option than creating an entire website. It is a simple, convenient way to collect email addresses and keep potential customers up to date with your product or service launch information.

A pre-launch landing page is a worthy investment for any brand. But what are the types of features you should include on your pre-launch page if you hope to collect as many contact details as possible?

Check out our list of tips to help you create the optimal pre-launch landing page for your brand.

6 Features of a Successful Pre-Launch Page

Now have an understanding of why having a pre-launch page is such a crucial marketing tool. You might even want to construct your own. But where to start with putting an effective pre-launch landing page together?

Here are six key components your page should have to achieve its main objectives: Attracting prospects, collecting email addresses and making more sales.

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  • Eye-catching visuals: People, by nature, are drawn in by what they see first. Appealing visuals on your page compel your site visitors to stick around. The right visual will make them want to read more.

  • Impactful description: It’s vital to include a concise description that makes your audience feel like they are losing out on the opportunity of a lifetime if they don’t sign up.

  • Links to more content: If people find the product or service you are launching to be of interest to them, they are going to want to find out more information about it. Make it easier for them and incorporate relevant internal links on your coming soon page.

  • A big, bold call-to-action (CTA): This is the most important part of the pre-launch page. You need to have an effective and irresistible CTA to collect those email addresses.

  • Referral links: By having referral links that give users incentives for successful referrals, you will nudge more people through your sales funnel.

  • Links to your social media pages: Your page visitors may want to see what your social media presence looks like. Make it easy for them, and add the links to your social media pages onto your pre-launch page.

Now, you have an idea of the key components for a successful coming soon launch page. The next step is to optimise your page. Here are nine simple strategies you can use to make sure your page achieves its purpose.

9 Strategies to Optimise Your Pre-Launch Landing Page

As we’ve explained, pre-launch landing pages are a great way to collect information from potential customers who are interested in your new products or services. But you need to know how to build the optimal pre-launch page in order to get the highest possible number of responses that you can.

1) Get to the Point

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You may be thinking that the way to create suspense is to hold information back. On the contrary, you should put every piece of useful information you can on your pre-launch landing page.

Speak directly to your prospects. Describe a pain point they are experiencing and how your new product is going to solve it. Take the time to understand your target market and design your landing page around the things that will appeal directly to them.

Get to the point and be precise and concise. Don’t leave them guessing too much because they might just lose interest and move on to a competitor.

2) Focus on the User’s Problem and How You Can Fix It

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The reason a visitor has ended up on your page is likely that they are looking to solve a problem and are trying to find the best service provider to help them do this. Your landing page is the ideal opportunity to appeal to their needs and emotions and show them why they should pick your product.

Describe in simple terms a problem your user is facing. Explain why they need to opt-in and provide you with their email address. Highlight how your product or service can help them get their needs addressed right now.

The key to getting your value proposition across is to keep it short – you don’t want to lose your user mid-sentence. The right wording can also make your product or service irresistible. Once a user has read the copy on your page or watched your video, they should feel compelled to give you their details. After all, you’re the answer to their problems!

3) Include an Effective Call-to-Action

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The most important purpose of your pre-launch landing page is to get your visitors to give you their email addresses. You can consider the page visit a success once the user has done exactly that.

In order to increase your likelihood of turning a page visit into a lead, you need to have an effective CTA. Here are a few dos and don’ts for a stellar CTA that converts.

  • DO have a single CTA: The last thing you want to do is confuse your visitor and leave them wondering which CTA they should be clicking on. Keep it simple, and have one CTA compelling them to give you their email address.

  • DON’T make it a treasure hunt: When visitors come to your pre-launch page, their eyes should instantly gravitate towards your CTA. They should not have to search for it. Your landing page should be easily scannable, and your CTA should stand out. One of the easiest ways to do this is by using big buttons and bright colours.

  • DO consider placement: Your call-to-action button should be as close to the sign-up field as possible. This way, your visitor doesn’t need to look too far to find exactly where they need to take the necessary action to sign up.

  • DON’T forget about wording: Copy matters, and choosing your words wisely is imperative. Create content that appeals to your audience’s needs. Point out the urgency of signing up now by focusing on how the user will benefit. A good example of this is a sentence like, “Sign me up for this exclusive offer now!”.

4) Don’t Ask Too Many Questions

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You might be tempted to get as much information as possible from your potential client as possible. But trust us, now is not the time. Right now, the less you ask, the better. The last thing you want is to lose leads because they feel like your forms are far too long.

Stick to the basics. If possible, ask for your page visitors’ email address only. Travel company Expedia determined that simply by removing one field from their form, they were able to generate an extra $12 million per year. As is the case with most things, when it comes to your pre-launch-landing page, less is more.

5) Incentivise Your Visitors

Yes, your product should be the ultimate incentive for visitors to give you their email addresses on your pre-launch product page. But it wouldn’t hurt to list a few additional reasons for them to give you what you want. Motivate your audience even more with an incentive. Incentives on a pre-launch landing page could be:

  • A free trial of your product or service once you have launched it

  • An entry into a competition

  • Access to unique content

The extra incentive might just be the push that a visitor needs to give you the information that you are looking to collect on your pre-launch page.

6) Be Polite: Say Thank You

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This might seem like an obvious thing to do, but you would be surprised. Neglecting to thank your page visitors is one of the biggest pre-launch landing page mistakes you can make.

A simple “thanks” – or lack thereof – sets a precedent for the type of treatment your page visitor can expect from you when they become your customer. Being polite may be a small gesture, but it can leave a lasting impression.

7) Request Social Shares After Sign-Up

Once your page visitor has given you their details on your pre-launch landing page and shown interest, you can then ask them for social shares. Remember the part about being polite? This is where it comes in handy.

If they feel that they have had a great experience with you, they are more likely to want to share this with other people. Adding an incentive to this process can also go a long way in increasing the number of shares you get.

8) Design Your Pre-Launch Landing Page for the User

What you must always remember is that you are not designing your pre-launch/coming soon page for yourself. Therefore, you need to do some research. Find out what your target market is attracted to and incorporate that into your landing page design.

Your page should speak directly to your audience and should show them why opting in for your product or service is the best decision they could make.

9) Always Do A/B Testing

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This is a key component of the design process for your pre-launch landing page. A/B testing is the process of taking two versions of your landing page and determining which of the pages performs better. Often, you won’t end up making changes to the entire page. You might just want to figure out which version of a CTA button is most effective at getting more people to sign up.

One of the key parts of this process is making sure that you are only changing and testing one component at a time. This way, you have clear results as to what does and doesn’t work for each element of your landing page.

Final Thoughts

As a business, the most challenging task is getting clients to the top of your sales funnel. This is especially true for a product that you are yet to launch. A customised landing page is just what you need to get people interested and eager to use your product the second it’s launched. If you don’t have the time or resources to create one yourself, partner with a company that has a proven success rate in creating highly effective pre-launch landing pages for hundreds of clients.

Here at Apexure, we have a skilled team of expert web designers to construct the perfect pre-launch landing page that builds just the right amount of anticipation to ensure that your product launch is a success. With the right tools in your arsenal, nothing is stopping you from a winning product launch and increased sales. Contact us today to hit the ground running with your conversion-focused pre-launch page.

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About The Author

Waseem Bashir

Founder & CEO of Apexure, Waseem worked in London’s Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.

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