It’s exciting to go live on a new product, but the magic happens prior to going live. A successful Shopify pre-launch can generate buzz, build hype, and get your product selling out overnight. In this guide, we’re going to take you through all you need to know in creating a Shopify pre-launch product, from planning to follow-up on launch.
Why a Pre-Launch Strategy Matters
Before we dive into the process, let’s talk about why you do need a pre-launch phase to your product’s success:
- Creates Anticipation: Pique your readers’ curiosity by giving them previews.
- Validates Demand: Measure interest and size inventory or features with initial feedback.
- Captures Leads: Captures email addresses to nurture prospects before launch day.
- Boosts SEO: Pre-launch content (social status updates, blog posts) can enhance pre-launch search visibility.
Without a pre-launch strategy, you’re leaving yourself open to launch to crickets. Let’s not let that happen.
Step 1: Prepare Your Pre-Launch Plan
Identify Your Target Audience
Identify Your Target Audience
Who is the product for? Create buyer personas so you can understand where they congregate, what they enjoy, and what pains them. Use tools like Google Analytics or Shopify customer reports to review existing data.
Set Clear Goals
What are you looking to accomplish? Examples:
- Gather 500 email leads
- Accumulate 1,000 social media followers
- Earn $5,000 in pre-orders
Create a Timeline
Plan out important milestones:
- Pre-launch landing page is live (6 weeks before launch)
- Social media teasers begin (4 weeks prior)
- Email campaigns start (2 weeks earlier)
- Countdown to launch (last week)
Build Your Brand Story
Why should customers be interested? Tell an amazing story about your product. For example, if you’re launching sustainable sneakers, focus on sustainability and craftsmanship.
Step 2: Set Up Your Shopify Pre-Launch Product Page
Use a “Coming Soon” Page
Shopify apps like Coming Soon Product‑PreSale by Setubridge enable you to display a “Coming Soon” page with an email signup form. Make it feel and look like your brand.
Key Elements to Include:
- Product Name and Slogan: Be brief and specific.
- High-Quality Images: Use placeholder images or 3D renders if the product is not yet available.
- Benefits, Not Features: Explain how the product fixes an issue.
- Email Capture Form: Offer an incentive (e.g., 10% discount) to subscribe.
- Social Proof: Incorporate feedback from beta testers or influencers.
Optimize for SEO
Put your main keyword (“Shopify pre-launch product”) in the page title, meta description, and headings. Write a brief blog post about the product process and link it to the pre-launch page.
Step 3: Build Anticipation with Marketing
Social Media Teasers
- Behind-the-Scenes Content: Share images of prototypes or mockups of packaging.
- Countdown Posts: Use Instagram Stories or TikTok to build excitement for the launch date.
- Influencer Collaborations: Provide pre-launch feedback by sending samples to micro-influencers.
Email Marketing
Split your list and mail:
- Announcement Email: “Something big is coming!”
- Exclusive Preview: Give subscribers an early glimpse or a discount.
- Last Chance Notice: “24 hours left to capture the deal!”
Paid Ads
Place targeted Facebook/Instagram ads to drive traffic to your pre-launch page. Target lookalike audiences to reach people who are similar to your actual customers.
Step 4: Leverage Scarcity and Exclusivity
Limited-Time Offers
Example: “First 100 customers get a without payment accessory with their purchase.”
Pre-Order Discounts
Offer early-bird pricing to incentivize immediate action.
Countdown Timers
Add urgency with apps like Countdown Timer Bar or Ultimate Sales Countdown.
Step 5: Collect and Nurture Leads
Use Pop-Ups and Landing Pages
Tools like Privy or OptinMonster help create eye-catching email capture forms.
Create a Referral Program
Incentivize subscribers to share your product with their friends in order to be rewarded (e.g., “Refer 3 friends get 5% extra discount”).
Send Engaging Pre-Launch Emails
- Educate subscribers to the product benefits.
- Publish user-generated content (e.g., unboxing).
- Include a large, bold call-to-action (CTA) like “Shop Now” or “Share with a Friend.”
Step 6: Monitor and Adjust
Track Key Metrics
- Email Sign-Ups: Are forms converting?
- Social Engagement: Where does the most traffic come from?
- Website Traffic: Track behavior flow using Google Analytics.
A/B Test Everything
Experiment with different headlines, pictures, or calls-to-action and determine which do better. Would, for example, “Get Early Access” do better than “Join the Waitlist”?
Step 7: Launch Day and Beyond
Convert Leads into Customers
Send a launch-day email with an unvarnished link to purchase. Feature scarcity (“Only 50 remaining in stock!”).
Retarget Interested Shoppers
Use Facebook Pixel to show ads to non-buying visitors.
Gather Feedback
Post-purchase surveys assist in enhancing future launches.
Final Thoughts
A Shopify pre-launch product strategy isn’t so much about building a landing page—it’s about building an experience that turns curiosity into sales. By building buzz, driving leads, and taking advantage of every touch point, you’ll set your product up for a box office debut.
Ready to start? Follow this guide as your roadmap, and see your pre-launch efforts pay off in real profits.
