As an entrepreneur preparing to launch your startup's first product, building anticipation and demand is crucial. One of the most effective ways to do this is by setting up a product waitlist. A waitlist allows potential customers to sign up to be notified as soon as your new offering becomes available. By gathering emails and interest ahead of time, you'll have an engaged audience ready to purchase on day one. Setting up your first product waitlist launch may seem complicated, but with the right tools and strategy, you can build momentum and drive sales from the moment you officially open your doors. In this article, we'll walk through the essential steps to launching your waitlist campaign and turning interested subscribers into paying customers.
Identify Your Target Audience
To have a successful product waitlist launch, you must first identify your target audience. Analyze your ideal customers and understand their key attributes, priorities, and pain points. Your product should aim to solve a problem for a specific group of people.
Ask yourself the following questions:
- Who will benefit most from your product? Define characteristics like age, location, income level, profession, hobbies, and interests.
- What problem does your product solve for these potential customers? How will it improve their lives or make tasks easier? Understanding their needs and motivations will help you tailor your messaging.
- Where does your target audience spend their time online? Determine the social networks, websites, blogs, and influencers they follow. You can then focus your marketing efforts on those channels.
- What objections or concerns might your target audience have about your product? Address them proactively in your marketing content to reassure interested customers.
- What marketing messages and benefits will most resonate with your target audience? Highlight these in all of your waitlist launch content.
Defining your target audience is the foundation for an effective waitlist launch and product marketing strategy. With a clear understanding of your ideal customers, you can craft messaging and content that speaks directly to them. Build your waitlist, set the perfect price point, and ensure a successful product launch by first identifying who you want to serve. Focusing on your target audience's needs, desires and buying motivations will lead to the creation of a product and marketing campaign that resonates with them.
Choose the Right Template on Unicorn Platform
To launch your first product waitlist campaign, you'll want to choose a template on Unicorn Platform that is minimal, clean, and focused. The "Launchkit Waitlist" or "Product Teaser" templates are ideal for this purpose. These options feature:
- A large header image at the top to build excitement. Select an eye-catching photo of your product or team.
- A brief product description with 3-5 concise bullets highlighting key features and benefits. Keep this high-level; you'll provide more details once people join the waitlist.
- A signup form for people to enter their email address to get on the waitlist. Make sure this form is prominently displayed above the fold so it's the first thing visitors see.
- Scarcity and social proof elements like "Only 100 spots left!" or "Join over 10,000 people who have signed up!". These help convey demand and encourage signups.
- A call-to-action button like "Join the Waitlist" or "Be the First to Know". Place this button directly below the signup form for maximum conversions.
- Optional: testimonials, FAQs, pricing, specs or photos of the product. But keep the page uncluttered - the signup form should remain the primary focus.
- Mobile-optimized and responsive design so your page looks great on any device. Over half of people visit websites on mobile, so this is essential.
With a minimal, conversion-optimized template like the Launchkit Waitlist or Product Teaser, you'll be well on your way to building hype and demand for your new product. Keep your messaging focused, highlight the key benefits, and make it easy for people to join the waitlist. If you follow these best practices, you'll have an effective product launch campaign up and running in no time!
Setting Up Your First Product Waitlist Launch
To set up your first product waitlist launch, follow these steps:
Choose a Waitlist Builder
Select a waitlist building tool like Mailchimp, ConvertKit, or Drip that integrates with your website or landing page builder. These tools allow you to easily capture emails and manage your waitlist.
Create a Landing Page
Design a simple landing page explaining your product and inviting people to join the waitlist. Include bullet points highlighting key features and benefits. A video demo can also be effective in showcasing your product. Ask for a first name and email, and be transparent about how those details will be used.
Build Excitement
Promote your waitlist on social media, your website, and email marketing to build excitement. Share updates, behind-the-scenes details, and sneak peeks to give people a reason to join the waitlist. Offer an incentive like a discount code or free trial to the first members.
Review and Organize Your List
Review all waitlist members to ensure high quality signups before launching. Check for duplicate or invalid emails. You may also want to tag members by attributes like location or company size to better organize your list.
Launch to Waitlist First
Once you’re ready to launch, send an exclusive announcement to your waitlist members first. Give them a chance to purchase or sign up before announcing the launch to the general public. This rewards them for joining the waitlist and capitalizes on their built-up interest.
Continue Engaging
Even after launching, continue to engage with your waitlist members through targeted email campaigns and special offers. They’ve already expressed interest in your product, so keep them engaged as loyal customers or brand advocates.
A successful product waitlist launch requires choosing the right tools, building excitement, reviewing and organizing your list, launching exclusively to members first, and continuing to engage them even after the full launch. Following these steps will turn your waitlist into a valuable group of first customers and brand supporters.
Set Clear Goals for Your Waitlist
When launching your first product waitlist, having clear goals will help ensure its success. Your waitlist goals should align with your overall product and business goals. Consider the following:
Build hype and excitement
A waitlist helps generate interest and buzz for your upcoming product launch. Promote your waitlist on social media, your website, and email campaigns. Offer incentives for people to sign up like early access, discounts, or premium features. The more people on your list, the more excitement will build.
Gather valuable feedback
Use your waitlist to survey customer interest, needs, and desires. Send out a questionnaire to gather information about what people are looking for in your product. You can even share product concepts, designs, or prototypes to get direct feedback. Incorporate the feedback into the development of your product before the official launch.
Capture contact information
A waitlist is a great way to start building your email contact list. Require an email address for people to sign up. That way you have a targeted list of interested customers ready to notify as soon as your product launches. You can also use the contact information for future email marketing campaigns to promote your product.
Refine your launch plan
Your waitlist responses will provide data to help determine things like initial demand, optimal pricing, and potential sales numbers for your launch. Use the information to refine your product launch plan, set sales targets, and define your marketing strategy. The more accurate your plan, the more successful your eventual launch will be.
In summary, be very intentional about your waitlist goals. They are the foundation for executing a well-planned product launch that generates buzz, provides value to customers, and drives business success. Craft a waitlist strategy that aligns with your company vision and these essential goals.
Offer an Incentive for Signing Up
To encourage signups for your product waitlist, offer an incentive for people to join. This could be:
- Early access to your product
- A discount or coupon for the first purchase
- Entry into a giveaway for a related product
Early Access
Offering early access to your product taps into people's fear of missing out. Let waitlist members know they will be the first to experience your new offering. For example, you could say "Sign up for the waitlist and be one of the first people to try out the new features." The appeal of gaining access before the general public can be a strong motivator.
Discounts and Coupons
Another popular incentive is offering a discount, coupon code or special deal for the first purchase from your waitlist members. For example, you could offer 20% off the first month or year of service. Or provide a coupon code for $50 off the first purchase over $100. The chance to save money on a new product they are already interested in will prompt many to sign up for your waitlist.
Giveaways and Contests
A giveaway or contest is an exciting way to build buzz and encourage waitlist signups. Offer related products, gift cards or other prizes to a few lucky waitlist members. For example, you could give away three premium versions of your product to three members on the waitlist. Or offer a $500 gift card to the store where your product will be sold. The possibility of winning a valuable prize will motivate many to join your waitlist.
Using one or more of these incentives, especially in combination, is an effective way to start building your email list and customer base before launch. Be sure to prominently promote the benefits of joining the waitlist on your landing page to generate the maximum number of signups. With an appealing incentive and some social sharing, you'll have a targeted group of potential first customers eager for your product release.
Keep Your Landing Page Simple
When creating your landing page, keep the design clean and simple. A minimalistic approach will make the most important elements - like your call-to-action button - stand out. Focus on what really matters to your potential customers.
Emphasize Your Value Proposition
Clearly state the key benefits and solutions your product offers. Use simple and concise copy to communicate your value proposition. Describe how you will solve your customers’ problems or improve their lives.
Include Relevant Visuals
Add images that reinforce your messaging and strengthen the emotional connection with visitors. For example, include screenshots of your product in action or customer photos. Ensure any visuals load quickly and look professional. Keep your page uncluttered - only include images that are directly relevant.
Offer a Strong Call-to-Action
Your call-to-action button should be prominently displayed, ideally in the top right section of your page. Use action-oriented copy like “Join the Waitlist” or “Get Early Access” that compels visitors to sign up. The button should stand out from the other page elements through size, color, or placement.
Keep Form Fields to a Minimum
Only ask for essential information from your visitors like their email address. The more form fields you include, the more potential for drop-off. Keep your form short and simple.
Provide Social Proof
Build trust by including testimonials or quotes from current customers. Mention notable companies you have worked with. Feature metrics that demonstrate your success and credibility. However, only include social proof that is verifiable and directly relevant to your product.
Keeping your landing page simple, focused and concise will convert more visitors into signups. With a minimal yet optimized page, you will launch your waitlist successfully.
Include Images and Videos (If Relevant)
Including visual media like images and videos in your product waitlist launch page is key to engaging your audience and conveying important information.
Images
High-quality images, especially product shots or lifestyle images featuring your product, help bring your page to life and give visitors a sense of what you’re offering. Images should reinforce the key benefits and selling points discussed in your copy.
For example, if you mention your product’s portability and sleek design in the text, include an image of someone using the product on the go or a close-up glamor shot of the product itself. Images should have informative alt text for accessibility and be compressed to load quickly.
Videos
Short explainer or product demo videos are highly effective for communicating with visual and auditory learners. Keep videos under 2 minutes in length and place them prominently on your page, ideally within the first 2 sections visitors see.
Videos allow you to personally connect with your audience and walk through important details about your product in an engaging multimedia format. They can convey complex ideas or subtle product benefits that may be difficult to explain fully in text alone.
However, videos do require more resources and time to create versus images alone. If producing a custom video is not feasible for your budget or timeline, you can source free stock videos and overlay your own audio explanation. Or, simply focus on using high-quality product and lifestyle images in the absence of video.
Utilizing visual media in the form of images and short videos, when relevant and appropriate for your product, helps to create an immersive waitlist launch page experience for visitors. Carefully chosen visuals reinforce your key messaging, bring life to your page, and provide an additional channel to connect with both visual and auditory learners in your audience.
Share Details About Your Product
In order to set up an effective product waitlist launch, it’s important to provide interested customers with details about what your new offering will entail. This helps build excitement and gives people a reason to sign up to receive more information.
Product Description
Give an overview of what problem your product solves or what value it provides. Explain the key features and functionality in 2-3 sentences. For example, you might say: “Unicorn Platform is an easy-to-use website builder that provides entrepreneurs and small businesses an affordable way to create a professional online presence.”
Target Audience
Specify who will benefit most from your product. For example, “Unicorn Platform is ideal for startups, mobile apps, SaaS companies, and entrepreneurs looking for an intuitive DIY website builder.”
Key Benefits
Highlight 3-5 of the major benefits and advantages of using your product. For example:
- Drag and drop interface that requires no coding knowledge
- Mobile-responsive designs and templates
- Integrated ecommerce and blogging functionality
- Affordable monthly pricing
- 24/7 customer support
Timeline
Provide a rough timeline for when people can expect to gain access to your product. For example, you might say: “The first 100 people to join the waitlist will receive a special discount on their first year of Unicorn Platform. We plan to launch the beta version of the product within the next 3 months, with the full public release anticipated in early Q2 2021.”
Call-to-Action
End by encouraging people to sign up for your waitlist to receive additional details and updates. For example, “Visit unicornplatform.io to join our waitlist and be one of the first to experience the future of simple and affordable website building.”
Including specifics about your product, its key benefits, target customers, and launch timeline helps build interest and gives potential customers a reason to sign up for your waitlist. Providing a strong call-to-action at the end prompts people to take the next step.
Make It Easy to Sign Up
To maximize signups for your product waitlist launch, make the process as simple and seamless as possible. Focus on removing any friction or confusion in the signup flow.
Have a Clear Call-to-Action
Feature a prominent call-to-action (CTA) button or link inviting visitors to join the waitlist. Clearly state what they will receive by signing up, e.g. "Join the Waitlist to Get Early Access." Keep your CTA concise and compelling.
Streamline the Form
Only ask for essential information in the signup form. Typically, an email address is sufficient. You can request additional details once the user has signed up. Keep form fields to a minimum and avoid long forms that require scrolling.
Explain the Benefits
Briefly highlight the key benefits of joining the waitlist to motivate signups. For example, mention that waitlist members will receive a discount on the product at launch, access to an exclusive pre-launch demo, or the chance to shape the final product.
Build Trust and Social Proof
Include elements like customer testimonials, media logos, or influencer endorsements to build credibility. Mention any funding or key partnerships you have secured. Highlight your mission and team to show you are a dedicated, trustworthy company.
Make it Mobile-Friendly
Optimize your signup page for mobile devices. Use a simple, responsive design so visitors can easily join your waitlist from any device. Ensure buttons and links are tap-friendly for smartphone users.
Send an Confirmation Email
Once someone signs up, send an automated welcome email right away. Thank them for their interest and confirm they have been added to the waitlist. Let them know when they can expect to receive updates or early access details. An immediate confirmation email makes the signup process feel complete and helps build excitement.
Following these best practices will make it simple and rewarding for potential customers to join your product waitlist. A frictionless signup experience lays the foundation for a successful launch by building your initial customer base and momentum.
How to Launch and Leverage Your Waitlist FAQs
Launching a product waitlist allows you to build buzz, validate demand, and prime your audience for your upcoming launch. However, managing a waitlist campaign requires strategic planning to leverage it effectively. Here are some tips to keep in mind:
Clearly communicate the benefits of joining the waitlist.
Explain how signing up will provide early access, special discounts or other perks. Be transparent about what people can expect after joining.
Keep your waitlist signup simple.
Only ask for essential information like name and email address. Avoid long, complicated forms that may discourage people from signing up.
Send regular waitlist updates.
Keep your waitlist members engaged by sending updates on your product's progress, announcements and any sneak previews or exclusive content. Share behind-the-scenes details and reiterate the benefits of being on the waitlist.
Launch to your waitlist first.
Give waitlist members early access to your product as a reward for their patience and support. This helps validate your product and build word-of-mouth buzz from an engaged group of users.
Continue engaging and rewarding waitlist members post-launch.
Don't abandon your waitlist members after launch. Keep them involved through special promotions, discounts and other perks. Continue sending updates to keep them using and promoting your product.
Be transparent in your communication.
Clearly explain your launch timeline and any changes that may impact waitlist members. Under-promise and over-deliver to avoid frustration. Keep an open line of communication and be responsive to any questions or concerns.
Following these best practices will help you gain maximum benefit from your product waitlist campaign. Stay engaged with your waitlist community and keep an open, transparent line of communication to build trust in your brand and set the stage for a successful launch.
Conclusion
The steps outlined here are straightforward to implement yet powerful for building buzz and demand for your new product. By creating a simple landing page to capture emails, engaging with your early subscribers, and timing your launch carefully based on signup rates, you’ve set yourself up for success. With some hustle and patience in spreading the word about your waitlist, you'll gain valuable insights into your target customers and ensure a built-in base of interested users on launch day. Though launching a new product is challenging, you now have a proven plan of action to get started. Stay focused on your vision, keep iterating based on feedback, and get ready to welcome your first paying customers. The hard work will pay off.
