Some businesses think promoting their products after their launch is a better way to generate leads as well as gain sales. But the truth is far from that.

In this digital industry, where the competition is constantly increasing, it is important to hook your target audience’s attention right from the beginning. It not just helps you create a hype around your launch, but also understand how the product would fair in the market.

Don’t believe us?

A post on TechCrunch speaks about how a startup was able to get 10k signups for a product in two days without even revealing what they really offered.

Inspires you to take a chance?

Assuming you’re convinced to have a ‘coming soon’ campaign around a product/service launch, one of the initial steps would be to create a custom landing page. The purpose of this landing page would be to hook the target audience’s interests, add to the marketing campaign and generate leads. But there are no hard and fast rules for landing page conversions success.

So here are 5 ways to increase your conversions on a ‘coming soon’ landing page:

1. List down your benefits – BRIEFLY

A coming soon landing page should talk to the point and focus on convincing people to convert in some way – subscribe, sign up, etc. This means that you need to list down all the important benefits associated with your launch, above the fold.

The simpler and more direct your design as well as copy is, the more likely are the website visitors to take action, and convert. Design a graphic that instantly grabs the visitors attention and nudges him to go through the copy it has around it.

This approach usually works as using a graphic to point out all the benefits your launch is offering, saves screen space. The visitor doesn’t need to scroll down to consume the information you provide. It also lets you highlight the important aspects without having to allocate a special place for them on the web page.

A clear CTA right below the graphic and copy, just adds to the fact that you mean business. And those who will convert, will be people who are genuinely interested in what you’re going to offer.

For example, Briefly highlights its top 3 benefits right under the hero title. They used a large graphic to grab the visitor’s eyes and probably even stay in their mind for longer. A simple email sign up right below the graphic pulls only the attention of those who are truly interested in the launch.

briefly landing page

2. COUNTDOWN to the launch

Saying that you’re going to launch your product/service soon isn’t enough reason for your target audience to join the email notification list. Today, where people are actually actively online all day, you need to cater to their need of ‘knowing everything’.

So even if you’re not absolutely sure about the day and date you’re having a launch, setting an approximate timeframe on your landing page will help keep them interested. Now there are a few ways you can do this:

  • display your progress towards launch
  • set a timeframe and execute a countdown

This approach is a hit to target early adopters and propagators. You could offer an early access to them for just recommending a few of their friends to subscribe to your email list as well.

For example, zoon used a countdown timer on their landing page to announce their launch and at the same time let their audience know how long it was going to take.

zoon landing page

3. Make it easy to consume and REWARDING to share

You need to make sure that you’re conveying your value proposition in the simplest and the most consumable manner. Apart from that, your landing page needs to be able to persuade your audience to share it in their circles.

Now there are a few ways to make sharing awarding for them. You could either give an early access to the person who propagates your launch the most or a discount coupon that they can make use of after the launch.

But this approach requires you to think things over – what can you offer to your audience, what value will it add to you, what budgets can you set aside for incentivising social sharing, etc.

For example, PandaDoc offered their audience an early access in lieu for sharing the launch information in their social circles.

panda doc landing page

Alternatively, you can also ask the initial visitors to contribute to your product/service in its early stages.

For example, Teambox asked its visitors to become their beta version testers and help them in making the product better before launch.

teambox landing page

The idea is to use the ‘coming soon’ landing page, to create a win-win situation for both you and your target audience.

4. Keep a POST CONVERSION PLAN ready

You caught the audience’s attention, drove them to your landing page, convinced them to convert by getting their contact information – but, what’s next?

Many a times businesses don’t think through the post conversion process. They generate leads and don’t have a strategy to nurture them consistently to take some kind of action that adds to the end goal of the business.

A well crafted drip campaign and the right set of tools to execute it, can encourage the early interactor to stay involved in the community. You could use this campaign to ask for feedback on market challenges and solutions to improve your product/service before launch.

But remember, if you don’t pursue these early adopters, you might lose them to a market competition.

5. Share your BRAND’S STORY

There is a whole lot of competition in the digital industry. Thousands of businesses are trying to reach out to the same target audience with their value propositions. So how do you ensure you stand out with a ‘coming soon’ page and then keep them hooked till the launch?

By giving your brand a personality of its own. Share your story with your target audience on your landing page – why are you launching this product/service, what made you think of it, where do you see it benefiting the consumer, etc.

Today, people want to interact with people and not brands. So when you share your vision and mission, you might just find a few of those who might make it theirs too because it is ‘relatable’. But remember the story needs to be exciting, motivating and inspiring – without seeming fabricated.

And most importantly, thank your audience for taking the time to go through your launch story. Let them know what they should expect pre-launch if they sign up with you. This removes the reluctance that most customers have due to continually being spammed by various online businesses.

Have you ever used a ‘coming soon’ landing page? Did it work to boost your business’s conversions post launch?

We’d love to hear from you! So feel free to drop a comment in the box below.

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Pavlos Linos

Founder and CEO at Exit Bee. I enjoy working on customer development and marketing optimization. I mostly write about how you can turn more visitors into customers.

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