A pre-launch landing page is specifically designed to provide a source of leads that you can follow up with once your product is launched (or in some cases, actual sales). Some landing pages perform better than others, however. If you optimize your landing page for conversions, you can multiply the number of leads you attract or new customers you generate. Here’s how to create the perfect pre-launch landing page that will serve as a funnel for new customers who are interested in your product.
Components of a Landing Page
Unlike an About page that shares general information about your company and products, a landing page has a very specific purpose — to draw people in and convert their interest into a form submission or sales transaction. A landing page should communicate one very specific message and tell visitors exactly what you want them to do and why they should do it. As a result, the landing page will be highly targeted. Here are the seven components of a good landing page:
- A headline (with the option of a sub-head)
- Copy relating your value proposition to the audience’s pain points
- Short description of the offer
- Short video or supporting image
- Social proof in the form of testimonials from early testers of your product
- Call to action
- Form to capture information or checkout process to complete a sale
Your landing page should include only the information needed to convert visitors to leads or customers and nothing that doesn’t support that purpose. Avoiding distractions will ensure that people are more likely to stay focused and take the action you desire.
8 Tips for Creating a Pre-Launch Landing Page
While you should be sure to include the seven key landing page components described above, you’ll also want to implement best practices when creating your page. Here are nine tips that will make your pages more effective.
1. Draw in prospective customers with an irresistible headline
Make your headline specific and be sure it contains an emotional appeal. Someone in your target audience who reads the headline should be left wanting to know more. The headline should be visible, the largest text on the page, and highlight the primary value proposition of your offer.
2. Design for user value
Leverage your knowledge about your target audience to craft a landing page that will appeal directly to them. Your page should resonate based on their pain points and associated emotions.
3. Be clear and concise
Your headline and copy must be direct and clear. Include enough information to achieve the conversion and no more. (If you’re asking for a purchase rather than a simple sign-up, you’ll need to include more information, as people will need to be convinced more fully in order to make a purchase.)
4. Include a strong call to action
Users need to know exactly what they will get when they perform the requested action (signing up to your list or making the purchase). Make your offer clear: a discount, valuable information related to the upcoming launch, a pre-sale purchase, etc. The call to action and the button should communicate this information succinctly and stand out.
5. Limit links
Make sure you’re not distracting your readers with links that lead visitors off the page, including website navigation links. The exception is the logo — if people want to learn more, they should be able to click the logo to view your regular home page.
6. Include supporting visuals
Visuals help reinforce and clarify your message. These visuals will likely take the form of screenshots or a video that demonstrates your product in action.
7. Give thanks + inform
Follow up immediately when a user signs up for more information or makes a purchase with an email thanking them for doing so. This is your first opportunity to begin a relationship. So now that they have expressed interest, give them the opportunity to learn more about your company and tell them what they can expect to come in the future. Include links to your social profiles.
8. Continue testing
There are always tweaks that can be made to improve your conversion rate. Test headlines, your call to action, button, and other content. Run A/B tests to easily compare results.
Creating a pre-launch landing page will lay the foundation you need for a successful product launch. With a collection of pre-sales or ready-and-waiting prospects, you can hit the ground running on launch day.
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