Launch a Coming Soon page to announce your upcoming product launch. Learn why a Coming Soon page is important and get inspired by 7 real-life examples.

Including a Coming Soon page on your website is an essential step in any pre-launch marketing strategy. It’s a smart way to generate interest and build anticipation for your online store before it launches. Whether you’re announcing a new product line, preparing for a grand opening, or rebranding, these pages can go a long way in helping you get noticed and attract valuable potential customers.

Are you ready to make a big impression with your next product launch? Get inspired by real-world examples and learn how to create a Coming Soon page using Shopify.

What is the Coming Soon page?

A Coming Soon page, also known as a pre-launch page, is a landing page that encourages people to learn more about a new website, business, or product.

The primary purpose of a professional Coming Soon page is to get visitors interested in an upcoming launch event, even when the rest of your product, business, or website is still under development. By publishing a Coming Soon page, you create a point of contact to generate interest and spread the word about your upcoming launch. You can also collect contact information from your visitors to add them to your email subscriber list. This makes it easier to reach out to potential customers directly after your launch.

Unlike FAQ, Contact Us, and About Us pages, Coming Soon pages are not standard for many online businesses. They are temporary landing pages that will be taken down once you launch.

Do you need a Coming Soon page?

Not every business needs a Coming Soon page. For example, some ecommerce businesses, such as t-shirt stores or dropshipping businesses, may not need to set up a Coming Soon page for every launch. Instead, they can do a “soft launch” for a relatively short period of time and improve it as they go.

However, other types of businesses may anticipate delays that could push back their launch date. For example, complex processes such as product development, funding, and brand building can impact your target launch date. Instead of holding off on marketing until you officially open your digital doors, a Coming Soon landing page gives you the opportunity to develop and promote in parallel. This will ensure you have a highly engaged customer base when you’re ready.

Benefits of the Coming Soon Page

Posting a Coming Soon page gives you the flexibility to:

• You can start with marketing first. Since the Coming Soon landing page is a single page, rather than an entire website, you can “go to market” with just a few clicks. With the right keywords, your Coming Soon page can help you reset your website’s SEO, giving you higher searchability and visibility when you launch.
• You can build your email list. Even if you don’t have a product ready to sell, an eye-catching Coming Soon page can encourage people to follow you on social media or sign up for a waiting list. This will help you grow your social followers and your email list of potential customers before you launch.
• Get early feedback. The Coming Soon page puts your concept in front of potential customers, allowing you to gauge their interest and use their feedback to prepare for a more successful launch.

How to Use Coming Soon Pages for Marketing

You can determine the length and content of your Coming Soon page based on your business’ specific needs. If you’re planning a short pre-launch period, you might want to create a concise Coming Soon page as a short-term, temporary page. On the other hand, if you want a strategic destination for a longer-term pre-launch marketing campaign, you might use it as a more detailed sales page.

There are many ways to do this, but the most effective Coming Soon pages include the following goals:

What is "Coming Soon" and when to use it

Coming Soon pages help build anticipation and gauge demand for a new website or product. Tracking how people respond to your Coming Soon page can provide valuable feedback to help you develop your ideas, determine your positioning, and design your website.

If your product development is taking longer than expected, you may be tempted to set up a Coming Soon page to postpone your launch date indefinitely. However, avoid that temptation. Instead, focus on designing a Coming Soon landing page that gives your customers a concrete timeline. You can simply display the launch date, or you can use a countdown timer, such as a Countdown Timer Bar, in the page header to show that your launch date is getting closer.

By advertising your “coming soon” date like this, you’re not only setting your prospect’s expectations, but you’re also tapping into a psychological tactic common in many marketing strategies: the fear of missing out. When your audience knows there’s a limited-time special offer associated with your launch date, they’re more likely to return to your website on launch day.

Building a Pre-Launch Email List

If you’re driving people to pages where there are no products available for purchase, you need to have a plan to get them to come back. You can use your Coming Soon page to build your email list and generate leads. You can also build retargeting audiences or set up shopping features to take pre-orders. To generate interest and increase your chances of attracting email subscribers, consider offering an incentive to new email subscribers.

Popular email signup incentives include:

• Early bird price available
• Exclusive discounts or freebies available only to early adopters
• Providing useful content
• Opportunity to participate in contests
• Behind-the-scenes access (and a chance to have your say on what we make next!)

To collect email addresses, you can set up an opt-in form directly on your Coming Soon page. Alternatively, you can consider using an exit intent pop-up like Privy to give visitors a reason to opt in just before they leave your page. Once you’ve built your email list, you can communicate with them as you get closer to your launch date to get their feedback and remind them of the launch date.

Provide a way for potential customers to contact you

It’s helpful to add an ecommerce plugin like Shopify Inbox Chat to your Coming Soon page so that your site visitors can contact you. Opening up communication channels through email or social media, or even offering live chat, can increase customer satisfaction, which can have a positive impact on sales.

Giving your audience the option to contact you offers the following benefits:

• You can handle customer questions before launch.
• Engage prospects with your pre-launch audience through personalized conversations.
• Get honest feedback that you can use to improve your business.

Encourage your visitors to spread the word

Provide incentives for your visitors, such as discount codes or sweepstakes entries, to make it easy for them to share your upcoming launch. Using a contest app like Gleam, you can give your visitors additional entry opportunities every time they engage with social media.

Some of the most effective Coming Soon pages create a “viral loop,” meaning that visitors are incentivized not just to sign up for your email list, but also to share the page with others. This spreads the word to more people, effectively growing your audience.

An effective pre-launch loop gives each new visitor a reason to sign up and share your page with their network. One popular way to create a viral loop is to add a referral marketing widget like Viral Loops to your page. This allows you to offer different reward levels based on how many referrals a person generates. This gives your visitors a strong incentive to share your page, and helps drive more potential customers through your network.

7 Coming Soon Page Examples

Ready to create a Coming Soon page for your upcoming launch? Get inspired by these examples of successful real-world brands.

Depology: Collect email addresses

Skincare brand Depology is generating a lot of buzz for its new skincare launch with big countdown timers and urgency-inducing phrases like "be the first to try it."

Even though the product line is not yet available, this Coming Soon page can help gauge customer interest. Additionally, if shoppers are interested in trying the new product, they can enter their email address to be notified when it is available. This not only helps Depology drive initial sales, but also grows an email list of loyal fans.

Try this strategy: Add a countdown timer and a form to collect shoppers’ email addresses to your Coming Soon page. This will create a sense of urgency and help you grab potential customers’ attention more effectively.

Fashion Nova: Offer a product preview

Clothing brand Fashion Nova is making the most of its Coming Soon page, giving shoppers a sneak peek at upcoming collections with photos, prices, product details, and more, so they can make informed decisions about whether to buy.

This pre-launch technique not only builds anticipation for the upcoming collection, but also keeps shoppers on the site. To maximize the effectiveness of this page, brands can link to similar products already on sale or send email addresses of shoppers interested in the collection. can be collected. This strategy can have a positive impact on both current and “coming soon” products.

Try this strategy: Create a dedicated product page that showcases the details and pricing of your upcoming product. This will help you grab customers’ attention and make it easier for them to make a purchase decision.

Purelei: Encourage pre-orders with benefits

Jewelry brand Purelei is getting ahead of the curve by advertising its 2024 advent calendar. It launched this pre-order page months before Christmas, but fans can lock in early bird pricing by pre-ordering now. The page allows the brand to collect pre-orders and incentivize shoppers to give their email addresses with exclusive offers, which will keep them coming back.

Try this strategy: Offer incentives to shoppers who pre-order your product or sign up for launch notifications. This will help drive customer engagement and drive early sales.

Faculty: Share what's coming soon with loyal customers

Streetwear brand Faculty uses a two-pronged approach to send Coming Soon emails to its most loyal customers. The mysterious email promises exclusive access to upcoming products, while hinting at special discounts for remaining customers. The casual phrase “text me” creates a human connection between the brand and its customers.

Try this strategy: Email your most loyal customers first to announce upcoming launches. This will give them a special offer and strengthen your relationship with them.

Jimmy Fairly: Showcase the collection

Eyewear brand Jimmy Fairly is building shoppers’ anticipation for its upcoming collections with a bold, minimal Coming Soon header. The striking section of the website showcases the latest collections with images of each new product, allowing shoppers to decide if they’re interested and get excited for the release.

This technique is especially effective for brands that sell seasonal products, such as sunglasses or swimwear. By releasing a teaser for your summer collection early in the year, you can build anticipation and curiosity in time for the official launch.

Try this strategy: Give shoppers a sneak peek of what they can expect from an upcoming collection or launch. This will help you generate interest and generate excitement before the launch.

Hexclad: Offer big discounts in advance

Most shoppers can expect big discounts from their favorite brands during major shopping holidays, such as Black Friday and Memorial Day weekend. For example, kitchenware brand Hexclad is promoting its upcoming holiday sale and highlighting the savings shoppers can expect. If you sign up early, you can get even bigger discounts.

Try this strategy: Offer your shoppers a big discount for an upcoming sale. This will encourage them to sign up in advance and give them more benefits during the sale.

Can-Tini: Build a pre-order list

Premixed cocktail brand Can-Tini regularly releases new product flavors, an event that customers eagerly await. One of the brand’s Coming Soon pages promotes its latest product, the Espresso Martini in a can, in very few words, but it speaks volumes on its own. Shoppers can be notified when the product is available, and if they want to know more about the price and ingredients, they can dig into the product information card.

Try this strategy: Use a call to action (CTA) followed by additional information about the upcoming launch. This will grab your customers’ attention and convey the information they need clearly and effectively.

How to Create a Coming Soon Page in Shopify

Many website platforms provide tools for site owners to build Coming Soon pages. For example, if you use a WordPress website, you can take advantage of WordPress plugin options that can extend the functionality of your Coming Soon page, along with a variety of landing page templates.

Shopify is an ecommerce-focused platform that offers specific advantages to ecommerce businesses looking to give people early access to their products or websites before they launch.

There are two common ways to create a Coming Soon page on Shopify:

1. Welcome to our password protected Coming Soon page.
2. Publish a "Coming Soon" version of your website theme.

Both of these methods allow you to DIY your store design at your own pace, and then go live with just a few clicks when you're ready.

1. Start a password protected Coming Soon page

The quickest way to get started with a Coming Soon page on Shopify is to use a built-in password-protected page. By default, most password-protected pages include the basic elements of a Coming Soon page, such as an email signup form, social sharing buttons, etc. This option is recommended when you need a simple, temporary page to describe your business and build your email list while you build your website.

You can also share your password during "Coming Soon" mode via a password-protected page, allowing select visitors to view your work in progress.

To enable password protection as a Shopify user, simply select “Enable Password” in your settings. During this process, you can customize the main message you want to send to your visitors and even describe your launch plan. This method is much easier than creating a maintenance mode page using WordPress or HTML.

To set up your password page as a Coming Soon landing page, go to the theme editor and customize it yourself using Shopify’s drag-and-drop website builder. You can enable the newsletter signup field and enter additional text to customize the form.

This method is most effective for new store owners or those with a short lead time before launch.

2. Publish a "Coming Soon" version of your website theme

Another way to build a Coming Soon page on Shopify is to create two different versions of your store:

• A "Coming Soon" version that we post briefly as a pre-release marketing gimmick.
• A "work in progress" version that will continue to be developed until its official release.

Each version is a single page where you can add the following elements:

• Product Photos
• Background image
• Description Video
• CTA (Call to Action) Button
• Social proof and customer testimonials
• Email signup form
• Social Media Profile Icons

You can leverage the extra page space and features provided by the theme to further persuade your visitors and integrate pre-launch goals. For example, you can encourage visitors to follow your brand on social media or support your Kickstarter campaign. Shopify apps also offer a variety of tools to create stunning Coming Soon page designs. For example, many landing page builder apps include Includes a Coming Soon page template option that can be easily customized via Shopify 's drag-and-drop interface.

Shopify also offers an app that lets you add useful Coming Soon page features like a countdown clock, notifications for interested visitors, signup forms, and custom logos. These features can help you build more excitement among your visitors and maximize interest in your launch date.

How to remove Coming Soon page

After you launch your product, you will need to remove your Coming Soon page.

To remove your Coming Soon page from Shopify, follow these steps:

1. From your Shopify admin page, go to Online Store > Pages .
2. Find and click on the Coming Soon page you want to delete.
3. Select the More actions tab.
4. Delete pages by selecting Delete pages .

Coming Soon Page: The Heart of Pre-Launch Marketing

The Coming Soon page is optional and not all business owners need to create one.

However, for those who want to run a pre-launch campaign while building their product or business, the Coming Soon page offers flexibility. It allows you to start marketing and create a sense of urgency during the gap period before launch. A high-quality Coming Soon page can help you capture the attention of your target audience, driving more interest and engagement when you launch.

Coming Soon Page FAQ