In ecommerce, a successful product launch can be a defining moment for a brand. Whether you’re debuting a game-changing product or expanding your catalog with new products, the landing page dedicated to your product launch plays a critical role in grabbing attention, converting visitors, and building early momentum.
But what sets product launch landing pages apart from other types? Unlike regular marketing or promotional landing pages, a product launch page needs to do more than just promote; it needs to create excitement, urgency, and a sense of exclusivity around the new release. Done right, a product launch landing page can be the springboard for strong sales and loyal customers.
In this article, you will learn:
- How Product Launch Landing Pages Differ From The Other Types
- 7 Examples of Product Launch Landing Pages
- What Matters Most For Product Launch Landing Pages
Create Product Launch landing pages with ShogunCreate customized landing pages for your product launches with a powerful visual editor and personalization tools.Get started now
How Product Launch Landing Pages Differ From Other Types
At their core, all landing pages aim to convert visitors. However, product launch landing pages have a unique purpose: they introduce a new product to the market and are often designed to capitalize on the initial wave of interest. Let’s break down a few distinct characteristics that set them apart:
- Urgency and Exclusivity: Product launch pages often use countdowns, limited-time offers, or early-bird pricing to create a sense of urgency.
- Focused Messaging: These pages center on the new product, often with more detail on features, benefits, and what makes it unique, in contrast to general landing pages that may have broader messaging.
- Early Engagement Tools: Product launch pages frequently include email capture forms to build anticipation among visitors who want updates or notifications if the product goes out of stock.
Now, let’s look at some examples of ecommerce brands that launched their products with compelling landing pages.
7 Examples of Product Launch Landing Pages
1. LIV Watches
Liv Watches is a direct-to-consumer brand specializing in premium, Swiss-made watches. Known for their bold designs and commitment to quality, Liv Watches has garnered a loyal following of watch enthusiasts who appreciate craftsmanship and unique aesthetics.
Product Launch:
The GX-AC Orange & Gray is a limited-edition custom build, featuring a striking orange and gray color scheme. This product release is part of Liv’s strategy to offer exclusive, limited drops that create excitement and urgency among their customer base.
Page Highlights:
- Hero Image and Strong Visuals: The landing page immediately captures attention with a high-quality close-up of the watch, showcasing its intricate design and vibrant colors. The image serves to emphasize the luxury and exclusivity of the product.
- Clear, Urgent Call-to-Action (CTA): The bold “Get Yours” button, placed prominently in the hero section, encourages visitors to act quickly before the limited drop sells out.
- Limited Drop Messaging: Phrases like “Don’t miss this limited drop” add an element of exclusivity, appealing to the sense of scarcity that drives customers to make quick purchase decisions.
Action Items:
- Use Visual Storytelling: Highlight unique product details through rotating close-up images, emphasizing craftsmanship and exclusivity.
- Implement Personalized CTAs: Show tailored CTAs, like “Last Chance” or “Reserve Now,” based on user behavior to drive urgency.
- Add Real-Time Social Proof: Display live purchase alerts or remaining stock counts to create FOMO and boost urgency.
- Capture Leads for Future Drops: Include a waitlist form for users interested in exclusive releases, building a loyal audience for future launches.
- Highlight Value with Price Anchoring: Show both regular and launch prices to emphasize savings and create added value.
2. Pura Vida Bracelets
Pura Vida Bracelets is known for its handcrafted jewelry that embodies a beachy, free-spirited aesthetic. The brand has built a dedicated community through its partnerships and collaborations, making it popular among young audiences who value unique, affordable accessories.
Product Launch: The Harry Potter Collection is a limited-edition collaboration that brings iconic elements from the Harry Potter universe to Pura Vida’s product line. The launch featured bracelets, rings, and other jewelry pieces inspired by symbols and spells from the beloved series, tapping into a massive fandom.
Page Highlights:
- Countdown Timer for Promotions: A countdown timer at the top of the page promotes a time-sensitive offer (2 for $11), creating urgency and encouraging visitors to make quick purchase decisions before the promotion ends.
- Collaborative Branding: The landing page features Harry Potter’s logo alongside Pura Vida’s, appealing to both fan bases. This co-branding strategy helps to reinforce the authenticity of the collaboration and attract loyal Harry Potter fans.
- Hero Imagery and Lifestyle Visuals: High-quality images of models wearing the collection in natural settings create a connection between the product and Pura Vida’s laid-back lifestyle brand image, making it relatable and aspirational.
Action Items:
- Highlight Limited Edition and Fandom Appeal: Emphasize the collaboration’s limited availability and special appeal to Harry Potter fans to drive urgency and exclusivity.
- Add User-Generated Content (UGC): Showcase images from fans wearing the Harry Potter collection, reinforcing community involvement and encouraging other customers to share their own photos.
- Incorporate FOMO with Back-in-Stock Notifications: Allow customers to sign up for back-in-stock alerts on sold-out items, keeping them engaged and capturing potential future sales.
3. West Elm
West Elm, a well-known home furnishings retailer, is celebrated for its modern, sustainable, and ethically crafted products. By collaborating with Rhode, a fashion and lifestyle brand known for vibrant prints and relaxed silhouettes, West Elm expanded its appeal to customers seeking unique and artistic home decor.
Product Launch:
The West Elm x Rhode collaboration brought exclusive bedding, tableware, and home decor items featuring Rhode’s signature patterns and colors. This launch aimed to merge West Elm’s commitment to quality home goods with Rhode’s aesthetic, appealing to fashion-conscious home decor enthusiasts.
Page Highlights:
- Collaborative Storytelling: The landing page prominently features both Rhode co-founders, adding a personal touch to the collection’s story and reinforcing the unique value of the collaboration.
- High-Impact Imagery: Large, vivid product images highlight the intricate designs and vibrant colors, helping potential buyers visualize the products in their own homes.
- Call-to-Action to “Shop the Collection”: With a clear invitation to explore the full line, the page makes it easy for users to browse and purchase without distraction, enhancing the shopping experience
Action Items:
- Tell the Story of the Designers: Highlight the designers’ inspirations and the story behind the collaboration to create a deeper connection with potential buyers.
- Feature Best Sellers from the Collection: Display top-selling items to capitalize on social proof, encouraging shoppers to purchase popular pieces.
- Promote with Seasonal or Limited-Time Language: Emphasize that these items are limited or perfect for seasonal decor to drive urgency.
4. SKIMS
SKIMS, founded by Kim Kardashian, is renowned for its inclusive and body-positive loungewear, shapewear, and underwear. With a strong focus on comfort, style, and versatility, SKIMS has become a popular choice for individuals seeking both everyday essentials and trendy, comfortable apparel.
Product Launch:
The SKIMS Holiday Shop is a curated landing page dedicated to holiday shopping, showcasing a range of products categorized by price, recipient, and theme. The launch strategically aligns with the holiday season, offering shoppers a seamless way to find gifts for friends, family, and themselves.
Page Highlights:
- Organized, Shopper-Friendly Categories: SKIMS makes it easy for customers to find items by organizing products into categories like “Gifts Under $50,” “Gifts for Her,” and “Stocking Stuffers.” This segmentation allows shoppers to navigate quickly based on their budget and intended recipients.
- High-Quality Visuals and Product Highlights: Each category is introduced with bold imagery and models wearing the products, showcasing the versatility and style of each collection.
- Holiday-Specific Call-to-Actions: SKIMS uses direct CTAs like “Shop Now” and “Get Yours” to create a sense of urgency and cater to last-minute shoppers, encouraging conversions during the holiday rush.
Action Items:
- Personalized Dynamic CTAs: Use visitor data to adapt your CTAs (e.g., “Shop Gifts for [City]” or “Get Exclusive Access, [Name]!”), making the landing page feel customized to each viewer and boosting conversion rates.
- Dynamic Pricing with Smart Timers: Implement limited-time holiday discounts that adapt in real-time based on demand, encouraging quick purchases.
- A/B Test Above-the-Fold Content: Experiment with different hero images, headlines, and initial content blocks to determine which combinations lead to the highest conversions for your target audience, refining your page’s effectiveness.
- Advanced Social Proof Integration: Showcase real-time purchase pop-ups, recent reviews, or live visitor counts to create urgency and add credibility, encouraging immediate purchases.
Create Product Launch landing pages with ShogunCreate customized landing pages for your product launches with a powerful visual editor and personalization tools.Get started now
5. Olipop
Olipop is a beverage brand that offers a healthy alternative to traditional sodas, packed with prebiotics, fiber, and botanicals. Known for its unique flavors and commitment to digestive health, Olipop has carved a niche in the wellness space by delivering the nostalgic taste of soda with a modern, health-conscious twist.
Product Launch:
For their product launch, Olipop introduced the “Best Sellers Variety Pack,” combining their most popular flavors in a convenient bundle. This pack is targeted toward customers looking to sample their favorite flavors or try multiple options without purchasing individual packs.
Page Highlights:
- Health Benefits Icons: Icons like “High Fiber” and “Non-GMO” prominently highlight key selling points, immediately conveying the product’s health benefits.
- Subscription Savings: A “Subscribe & Save” option encourages commitment with clear savings, appealing to loyal, health-focused customers.
- Engaging Content Layout: The “What’s Inside” section is interactive, allowing users to expand and learn more about each flavor, which keeps customers engaged and informed.
- Clear CTA and Purchase Options: Multiple purchase options, including a one-time purchase and subscription, are displayed clearly, giving customers flexibility based on their commitment level.
Action Items:
- Visual Feature Badges: Use prominent, value-focused badges (like “High Fiber”) to quickly communicate benefits and capture attention.
- Subscription Savings: Offer a visible, easy-to-activate subscription model to increase recurring revenue and lifetime customer value.
- Expandable Content Sections: Add dropdowns to showcase ingredients or benefits without cluttering the page, boosting transparency.
- Customer Reviews: Integrate social proof near the CTA to reassure buyers and drive conversion through authenticity.
6. Dollar Shave Club
Dollar Shave Club is a men’s grooming brand known for its affordable and convenient subscription service for razors and grooming essentials. Founded on a mission to make high-quality shaving products accessible to everyone, Dollar Shave Club has expanded to offer a full range of personal care items. Their quirky marketing approach has built a loyal customer base that appreciates their straightforward and humorous style.
Product Launch:
This holiday season, Dollar Shave Club introduced a “Get Yeti for the Holidays” theme, featuring winter essentials tailored for the colder months. The landing page promotes holiday gifts and grooming products that cater specifically to the seasonal needs of their target audience, making it both festive and functional.
Page Highlights:
- Visual Appeal: A memorable, fun “Yeti” mascot is used to grab attention and convey a sense of winter readiness, creating a unique holiday theme that stands out.
- Segmentation of Product Categories: The page is structured into sections like “Cold Weather Essentials” and “Holiday Party Prep,” helping users find exactly what they need quickly.
- Interactive Product Displays: Scrolling carousels for various product categories allow users to browse without leaving the page, keeping them engaged and providing a smooth shopping experience.
- Emphasis on Convenience and Gifting: Clear CTAs such as “Shop Gifts” make it easy for customers to transition into holiday shopping mode, promoting bundles and essentials for winter needs.
Action Items:
- Segment Product Categories Based on Customer Needs and Intent: ategorize products into intuitive sections that align with the seasonal or shopping intent, such as “Cold Weather Essentials” and “Holiday Party Prep.” This helps users find products that suit their immediate needs, reducing friction in their journey.
- Enhance Engagement with Interactive Browsing Features: Incorporate scrolling carousels or interactive displays for each product category, allowing users to view multiple options without overwhelming the page.
- Utilize Strong Seasonal CTAs for Effective Conversion: Use clear, seasonally-aligned CTAs that match customers’ holiday shopping mindset, like “Shop Gifts” or “Get Winter Essentials.”
- Add Urgency Elements: Add “Limited Time” or “Holiday Special” to CTAs to drive immediate action and enhance conversion rates. This urgency works especially well during the holiday season when shoppers are looking for timely, gift-worthy items.
7. Nomad
Nomad is known for creating high-quality accessories tailored to Apple products and everyday lifestyle needs. They blend sleek design with robust functionality, appealing to consumers who value both style and durability in tech accessories. For this launch, Nomad introduced the limited edition “Magma” collection, featuring a vibrant color scheme that stands out from their usual earthy tones.
Product Launch:
The Magma collection is a bold, limited-edition lineup that includes vibrant, red-themed accessories designed for Apple products, such as Apple Watch bands and iPhone cases. This launch was aimed at capturing attention with a pop of color and offering a fresh, seasonal look for tech enthusiasts.
Page Highlights:
- Visual Appeal: The page features high-quality, lifestyle-oriented images, with close-up shots of the Magma collection against neutral backgrounds to highlight the bold color.
- Limited Edition Tags: Prominent “Limited Edition” labels on each product emphasize exclusivity, increasing urgency and desirability.
- Clear CTA Buttons: “Shop Now” buttons are strategically placed, making it easy for users to start shopping immediately.
- Product Organization: Products are organized in a grid format with labels, making it easy for customers to quickly scan through the collection and explore the limited-edition offerings.
Action Items:
- Leverage Dynamic Personalization: Use personalized elements based on user behavior—e.g., returning customers see “Welcome back to Magma!” or past Apple product purchasers receive product recommendations tailored to their previous buys, increasing relevance and likelihood of purchase.
- Integrate Social Proof with UGC: Showcase a real-time Instagram feed or customer photos featuring the Magma collection, creating social validation and encouraging others to share their own experiences with #MagmaCollection, driving engagement and organic reach.
- Incorporate a Countdown Timer for Scarcity: Highlight the limited-edition nature of the collection with a countdown timer for a specific promotion, like “Magma Collection available until [date]!” This strategy taps into urgency and pushes hesitant visitors toward faster conversion.
- Enable Cross-Selling Suggestions with Complementary Products: Add a section like “Complete Your Setup” to suggest matching products (e.g., cables, stands) that go well with the Magma accessories, boosting average order value by bundling complementary items in one go.
What Matters Most for Product Launch Landing Pages
When it comes to creating an impactful product launch landing page, certain elements can make all the difference in capturing attention and driving conversions. Here are a few critical components:
1. Email Capture
For many product launches, collecting emails is essential. If the product is on pre-order or may go out of stock quickly, an email capture form can let visitors sign up for updates or restock notifications. Shogun’s page builder feature makes it easy to add customizable email capture fields directly on the landing page, ensuring you’re ready to reach interested customers.
2. High-Quality Media
Images and videos are essential for product launch pages. They showcase the product in action, highlight its features, and help visitors visualize how it can fit into their lives. Including a demo video or a carousel of high-quality images can significantly enhance engagement.
3. Competitive Pricing or Promotions
Launching with a competitive price or exclusive promotional offer can encourage early adopters (and give them a compelling reason to buy). For instance, “Get 20% off if you buy within the first 24 hours!” or offer special bonus products exclusive only to that launch. Limited-time offers create urgency, encouraging visitors to take advantage before the deal ends.
4. Personalized Approach
Using powerful personalization tools like Shogun, brands can create different experiences based on visitor behavior or demographics. Here are some ways you can utilize personalization:
Dynamic Content Based on Visitor History: For example, returning visitors might see a special “welcome back” message or personalized recommendations. This personalized touch can increase conversions by making the experience feel tailored to each visitor.
Location-Based Customization: For international or regional brands, displaying content tailored to the visitor’s location can make the experience more relatable. This could mean showing a specific currency, language, or even products popular in the visitor’s region. For a product launch, a brand might promote a limited edition product available only in certain areas, highlighting the exclusivity based on the visitor’s IP address.
Tailored Promotions for Different Customer Segments:
Personalization tools allow brands to segment visitors by their lifecycle stage—new, returning, loyal customers, etc.—and offer targeted promotions accordingly. For example:
- New Visitors might receive a one-time discount or free shipping for trying out the product.
- Returning Visitors could see an exclusive bundle offer based on their browsing or purchase history.
- High-Value Customers might be offered early access to new products or personalized thank-you messages with additional rewards.
Create Product Launch landing pages with ShogunCreate customized landing pages for your product launches with a powerful visual editor and personalization tools.Get started now
