Athletes, specs and comparison first, discount last.
Growl's pre-launch page for the GROWL Tower, built on WordPress to take pre-orders from fighters and coaches. How dark photography and ESPN and FOX Sports logos earn the order, and the unit counter we would add.
- Primary CTAGet $XX Off The MSRPthe button the page is built around
- GoalPre-Launch Sign-Upwhat counts as a conversion
- PlatformWordPresspre-launch page
- Built forB2CMarketing Agency
- The page as built, not a mockup.Analysed by Apexure, not by Growl.
- Client
- GrowlMarketing Agency
- Industry
- Marketing Agency25 examples
- Audience
- B2CPre-Launch Sign-Up
- Platform
- WordPress96 examples
- Page type
- Pre-launchPre-Launch Sign-Up
- Analysed by
- Waseem BashirMarch 2026
What the page does, and why
Why this page was built
Growl launched a premium combat training product (the GROWL Tower) and needed to validate demand and build a pre-order list before official launch. The target audience is serious combat sports practitioners: fighters, coaches, and dedicated enthusiasts who train at a level beyond consumer-grade equipment.
The page needed to communicate professional-grade quality through design and social proof, and convert pre-orders through a meaningful discount on the MSRP.
Design decisions
Full-width dark hero with a fighter training under dramatic lighting
The hero sets a cinematic, premium tone from the first pixel. The headline ‘Rise With Every Punch’ is motivational without being generic. It connects the product to a specific athletic philosophy. The dark background continues the intensity of the hero into the body sections, maintaining the premium combat sports aesthetic throughout the page.
The media logos ESPN, FOX sports, MMA fighting, bloody elbow, fightful
Positioned early in the page, these logos signal that GROWL exists in the professional combat sports ecosystem. For a target audience that follows these publications, the logos mean more than general consumer media. They place GROWL in the world of professional fighting, not home fitness.
The feature breakdown section with high-resolution product photography
This section shows the GROWL Tower from multiple angles with specific feature callouts. For a premium physical product that the visitor cannot touch or test before purchasing, detailed product imagery is the substitute for in-store evaluation. Each callout names a professional-grade specification (material quality, attachment mechanisms, size range) that justifies the premium price point.
The ‘Hear It From Those Who Know’ testimonial section
The testimonials feature named practitioners with training backgrounds and specific use cases. The quotes focus on training outcome and product performance rather than customer service experience. “It changed how I train partners” is more convincing to a serious fighter than “delivery was fast and easy.”
The ‘GROWL Smashes the Competition’ comparison section
This section creates contrast between GROWL and generic alternatives on dimensions that matter to serious practitioners: durability, adjustment range, professional certification. It isn’t a consumer product comparison. It’s a professional evaluation framework.
The 'An Experience for Everyone at Gym & Fitness' section widens the addressable audience beyond elite fighters to include gym owners and coaches who would install GROWL for clients and students. This is a smart market expansion move within a single page. The same product has a B2B (gym equipment procurement) case and a B2C (serious home training) case, and this section covers both without diluting the primary athlete audience.
Trust architecture
Layer one: cinematic design credibility
The production quality of the photography and dark design signals that GROWL is a serious brand, not a Kickstarter prototype.
Layer two: professional media coverage
ESPN, FOX Sports, and MMA-specific media show that GROWL operates in the professional combat sports world, not the consumer fitness market.
Layer three: practitioner testimonials
Quotes from coaches and fighters with named training contexts validate the professional-grade positioning in the voice of the target audience rather than the brand’s own.
"The FAQ section at the bottom handles the practical concerns a pre-order requires. When will it ship? What's the return policy if I pre-order? What are the installation requirements? These are real anxiety points for someone committing money before a product ships. Addressing them on the page rather than in a post-purchase email is the difference between pre-orders and abandoned sign-up forms."
Read more about how we approach pre-launch pages in our guide to Landing Page Examples.
The closing CTA 'Get $XX Off The MSRP' is positioned immediately after the comparison section. That placement is deliberate. After a visitor has seen that GROWL outperforms alternatives on every dimension, the discount offer transforms from a sales gimmick into a financially rational decision. The sequence matters. Value proof before price offer, not price offer before value proof.
Conversion strategy
The page routes all interested visitors to a pre-order form that captures payment commitment against the discount offer. The pre-order mechanic is stronger than a waitlist because it involves financial commitment, which correlates directly with purchase completion rate when the product ships.
The ‘Get $XX Off The MSRP’ CTA at the bottom is supported by the full-page evidence stack above it. By the time a visitor reaches it, they’ve seen the product in use, read the professional endorsements, evaluated the competition, and reviewed the specs. The CTA is the logical conclusion of that journey.
"Pre-launch pages for physical products should answer the question: why pre-order now instead of buying when it launches? The discount answer is fine, but the better answer is exclusivity. 'Be among the first to own this' creates identity-based motivation that outlasts a price offer. GROWL's positioning as a professional-tier product with limited initial production run naturally supports that angle."
Platform: WordPress
WordPress gives GROWL full control over the pre-order flow integration, photography galleries, and product specification tables. For a physical product with complex feature documentation, WordPress’s flexible content blocks are better suited than a landing page builder’s fixed templates.
Mobile experience
Combat sports practitioners frequently browse product pages on mobile between training sessions or competitions. The full-width hero photography maintains impact on mobile screens. The product feature callouts simplify to a single-column layout on mobile with touch-friendly carousel navigation between product views.
High-resolution dark photography is the page's primary asset and largest performance risk. We served all hero and product images as WebP format with responsive sizing so mobile visitors receive appropriately sized files rather than desktop-scaled images. The above-the-fold image uses priority loading; everything below uses lazy loading.
What we’d evolve today
Three improvements for the next version.
Add a production counter to the pre-order CTA. ‘Only 200 units available at this price’ creates production-run exclusivity that’s authentic for a premium physical product and creates urgency beyond the discount offer.
Include a video demonstration of the GROWL Tower in use. A 60-second video showing a professional fighter training on the equipment communicates functionality and quality faster than static photography.
Test an influencer video testimonial in the hero section. A 15-second clip of a known fighter saying one specific thing about GROWL performs better than hero photography alone for audiences driven from social media advertising.
Key takeaway
Growl’s pre-launch page shows how to build a pre-order list for a premium physical product through cinematic design, professional credibility signals, and a structured evidence journey that earns the conversion rather than demanding it.
Browse our full collection of landing page examples to see how we apply these principles across industries. For methodology, read our guide to Landing Page Call to Action Tips.
Waseem founded Apexure in 2015 and has led its work on 3,000+ pages for 300+ clients since. He writes about what the team sees after the click, which is pages, forms, tracking and the systems behind them.
What the page leans on
The principles at work on this page, each named in the analysis above.
Authority bias
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
Social proof
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Cognitive load reduction
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
Visual hierarchy
Controlling what visitors see first, second, and third guides them toward the conversion goal.
Colour psychology
Colours trigger emotional responses. Strategic use of contrast and brand colours guides attention to CTAs.
What people ask about pages like this
Pre-launch pages for premium physical products need to convey the transformation experience before the product exists to be reviewed. Growl's page does this through high-production photography of real athletes training in real environments, celebrity or influencer endorsements that signal aspiration, and a pricing incentive that makes early commitment financially rational. The dark, cinematic aesthetic signals premium positioning before any feature is described.
A full-width action photo of a real athlete mid-training creates an immediate emotional response that product shots can't replicate. The visitor sees the aspired state, not the product, but the person using it. This aspirational imagery triggers a transfer: the visitor projects themselves into the photo. Combined with 'Rise With Every Punch', the hero creates desire before the product is described.
Celebrity and athlete endorsements in the fitness category function as quality validators. If a known fighter or trainer publicly endorses GROWL, it signals that the product performs to professional standards, not just consumer grade. The endorsement section also creates FOMO: if this person trusts the product enough to associate their reputation with it, the risk of early adoption is lower than it might appear.
Pre-launch discounts should be large enough to make early commitment feel financially irrational to refuse, but not so large that they undermine the product's premium positioning. A $XX off MSRP offer on a product positioned as professional-grade sends the right signal: the discount rewards early commitment, not budget shoppers. The specific amount matters less than the framing, 'Get $XX off the MSRP' implies an established regular price that justifies the premium.
Three more, taken apart the same way
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"Pre-launch pages for physical products come down to one thing: making the visitor trust that the product will actually exist and be worth the wait. Every section on this page (athlete photography, tech specs, endorsements, GROWL Tower detail shots) answers the same question. Is this real, and is it worth pre-ordering now rather than buying it later?"