A new product launch can make or break your company’s growth trajectory. It’s the culmination of months (or even years) of market research, product development, and marketing efforts—all leading to this critical moment.
A successful product launch can generate buzz and set the stage for strong sales, while a poorly executed one risks becoming a missed opportunity. A well-crafted landing page can be the key to success, building excitement ahead of the launch, capturing leads, and guiding potential customers toward making a purchase.
This guide will show you how landing pages can elevate your product launch, whether you’re selling physical products, SaaS software, or subscription-based services. Read on for essential tips to create a high-converting landing page that drives results.
Note: The brands and examples discussed below were found during our online research for this article.
How does a landing page for a product launch work?
Landing pages are the building blocks of digital marketing. They’re single web pages that visitors “land” on after clicking through ads, social media, or email campaigns. There are almost as many use cases for landing pages as there are pictures of cats on the internet—but one of their most powerful applications is for product launches.
A product launch landing page serves three key purposes:
- Builds hype by showcasing the product
- Educates your target audience about its features and benefits—what it is, what it does, and the problems it solves
- Drives conversions to make the launch a success
In other words, your landing page should guide potential customers through the buyer’s journey in one seamless experience.
The process starts with raising awareness. Use targeted ads, social media posts, or email marketing to direct potential customers to the landing page to learn more about the upcoming product.
At the consideration stage, retargeting ads can be particularly effective in bringing users back to the page if they leave without taking action. The landing page should gradually offer more information and generate excitement, helping to build interest and anticipation.
Finally, at the conversion stage, the landing page’s design and messaging should make it easy for visitors to take the next step. Whether it’s registering for updates, pre-ordering the product, or making a purchase, the call to action should be clear and compelling. The more streamlined the user experience, the more likely you are to turn interest into action.
Why are landing pages important for product launches?
Getting product launches right is essential for your business, and careful planning is one of the key factors that determine whether a launch succeeds or falls short. Instead of rushing new products to market or announcing them haphazardly on social media, a focused strategy is necessary to raise awareness and drive conversions.
Landing pages offer that focus. Unlike full websites, which can be overwhelming to navigate, landing pages present all the vital information about the product in one place. Rather than sending multiple emails that may get lost in crowded inboxes, a single landing page can serve as the central hub for all updates and announcements about the product launch.
This targeted strategy not only boosts conversions but can also play a role in mitigating abandoned carts in retail by keeping potential customers engaged and directing them toward a specific action.
The data speaks for itself: WordStream reports that the average landing page conversion rate is around 2.4%, while the top 10% of landing pages convert at rates of 11.5% or higher. This significant gap highlights the potential impact of optimizing landing pages to eliminate distractions and focus on a clear call to action, guiding potential customers toward taking the desired step.
Key benefits of landing pages for product launches
A well-designed landing page will guide your target audience through every stage of the buyer’s journey. Here’s how that can benefit your sales and make the launch a success.
Generating excitement and building anticipation
You can launch your landing page well before the product is released as part of your marketing campaign to tease details and build excitement. Techniques like countdown timers, early bird offers, referral programs, and digital experiences—such as virtual events or live demos—can create urgency and drive conversions even before the official launch.
For example, Harry’s Shave Club used a pre-launch referral program to collect over 100,000 email sign-ups in just a week by offering incentives like free products. This demonstrates how a well-executed pre-launch strategy can rapidly build a qualified audience, setting the stage for a successful product launch by establishing exclusivity and excitement for something new.
You can further entice people by offering extra sneak peeks, early access to information, or digital experiences such as Q&As or livestreams. Whether it’s a landing page for an event or a product pre-launch, crafting such experiences can make potential customers feel like they’re part of something special.
Capturing leads for follow-up and nurturing
As excitement builds around your product launch, you’ll have more opportunities to collect valuable leads. This contact information will be essential for lead nurturing and email marketing efforts, both before and after the launch. By building an email list of interested prospects, you can keep them engaged leading up to the launch and continue the conversation afterward.
For example, a landing page for a pre-order campaign can help you identify potential buyers and create a sense of anticipation. Use the time before the launch to foster a community atmosphere and build trust—potentially even upselling them with related products or special offers.
To motivate sign-ups, you’ll need a compelling lead magnet. Some of the hype strategies already mentioned can work well here, such as pre-launch events, digital experiences, and exclusive early bird discounts. Additional incentives may include early access to the product or even a free trial.
Streamlined conversions
Landing pages are meant to be single-purpose. However, that purpose can evolve over time—from building an email list to driving pre-orders for a new product. The goal is to create a streamlined user experience that guides visitors toward a specific action with minimal distractions. This means having a simple design, clear copywriting, and a strong call to action.
By focusing on one objective, you can reduce the likelihood of losing interest from potential customers. Instead of overwhelming them with multiple options or links, a streamlined landing page directs attention toward the desired action, increasing the chances of conversions.
Save other details or products for separate pages to maintain this focused approach. The more you hone in on a single goal, the more likely you are to boost conversions and keep potential buyers engaged.
Measuring performance through analytics
The landing page for your upcoming product is not just a promotional tool but also a valuable source of information. When you track how people interact with the page, you can assess whether your marketing efforts are on track and make data-driven adjustments as needed.
Tools like Google Analytics can help you gather metrics on both paid and organic traffic, including clicks, sign-ups, and conversion rates. You can see which channels are driving the most engagement, identify drop-off points, and understand user behavior in more detail.
However, you’re not limited to a single analytics platform. If you create your product launch landing page with Bitly Pages, for example, you can take advantage of enhanced Bitly Analytics to track how users find and interact with the page. The platform provides insights into link performance, user demographics, and referral sources, giving you a more comprehensive view of your campaign’s effectiveness.
What should a successful product launch landing page include?
A successful product launch or pre-launch must have a few key elements to capture attention and drive conversions. The most effective landing pages have simple messaging, eye-catching media, and compelling social proof.
Understanding what digital experiences are and how to incorporate them, such as interactive videos or virtual demos, can also help make your page more dynamic and appealing.
Compelling headlines and product descriptions
Your landing page should make two things absolutely clear: what you are launching and what action you want your target audience to take.
Start with a headline or hero statement positioned above the fold—this is the first thing that visitors will see, so it should deliver a strong first impression.
Use concise, impactful language that speaks directly to customer pain points and quickly conveys the product’s main benefit or unique selling point. Setting out your value proposition clearly makes it more likely that people will convert, as visitors will immediately understand how the product addresses their needs or solves their problems.
Engaging multimedia (images, videos, demos)
While the headline is likely the first thing visitors will notice on your landing page, they’ll be looking for more. High-quality visuals play a crucial role in capturing attention and building interest.
Use images that showcase your product from multiple angles if it’s a physical item, or depict an action if it’s an event, experience, or digital product. Videos can be even more effective, illustrating the product’s features and benefits in a way that static images can’t.
You could also include other visuals, such as product blueprints, diagrams, or illustrations, as long as they remain tightly focused on the product itself. Every element of the page design should guide viewers toward the call to action, reinforcing the message and encouraging them to take the next step.
Strong, clear CTAs
The most effective landing pages feature a single, clear call to action that directs visitors to subscribe, sign up, or pre-order. Since you’re only using one CTA, it needs to be highly visible—customers shouldn’t miss it!
Make the CTA button stand out by using contrasting colors, strategic placement, and a size that draws attention. Choose a compelling slogan that highlights the benefits and value you’ve described, motivating people to click.
Social proof (testimonials, reviews, endorsements)
Social proof is essential for a product landing page—even if the product hasn’t launched yet. Considering that 75% of consumers “always” or “regularly” read online reviews, showcasing credible feedback is a powerful way to influence potential buyers.
For pre-launch pages, consider using early user feedback, quotes from beta testers, or endorsements from influencers who have experienced the product. Sharing product previews with influencers or a select group of loyal customers and highlighting their feedback can build credibility and excitement.
Additionally, if you’re accepting pre-orders, displaying the current number of pre-orders made can reinforce the product’s popularity and encourage others to take action.
Examples of product launch landing pages for inspiration
Understanding a marketing strategy is easier when you see it in action. So, we’ve collected some of the best landing page examples to show you how it’s done.
Sony’s PlayStation 5 Pro console landing page
When Sony announced the PlayStation 5 Pro, they faced significant challenges. The original PS5 launch faced issues like missing trademarks, mistaken pre-order dates, and scalping, making it essential for Sony to justify the PS5 Pro’s premium price.
The landing page opens with a bold splash image of the console and controller, surrounded by high-speed beams of light. The headline immediately communicates the value proposition: “The most impressive visuals ever possible on a PlayStation console.” Below, the release date is prominently displayed, along with a pre-order button.
The page further engages visitors with videos that highlight specific features, accompanied by text explaining their benefits. Instead of traditional social proof, Sony uses a game carousel showcasing titles available at launch to build excitement.
Apple’s AirPods Pro 2 landing page
Apple’s reputation for sleek, recognizable design extends to the AirPods Pro 2 landing page. It opens with a striking graphic overlaying the product name and the AirPods, setting the stage for a fully branded experience.
As you scroll, the AirPods appear to cruise toward you like futuristic spaceships, interspersed with animations showcasing their benefits, such as enhanced sound quality.
The page emphasizes credibility by providing footnotes for claims, detailed product blueprints, and an augmented reality (AR) feature for digital interaction. Designed in Apple’s signature monochrome palette with touches of green, the page reflects the brand’s refined aesthetic.
While they do have a small “buy” button at the top of the page, it’s very easy to overlook. Notably, the main CTA appears near the bottom—you scroll through almost the entire page before encountering the purchase link—encouraging visitors to engage with the content and build anticipation before making a purchase.
Ford’s 2025 Bronco Sport landing page
Ford’s pre-launch landing page for the 2025 Bronco Sport embodies the spirit of adventure, inviting potential buyers to explore the world beyond the pavement. It opens with a dramatic teaser video of the vehicle navigating rugged terrain, immediately setting the tone for the bold and off-road lifestyle the Bronco represents.
The tagline “Maybe you’ve never imagined leaving the blacktop… or scaling a rocky grade… That’s about to change,” challenges visitors to step outside their comfort zone. As you scroll, various Bronco models appear against a dust-scattered white background, resembling a road trip collage. Interactive elements, such as clickable product details, keep the page informative without overwhelming users.
The copy reinforces the Bronco’s rugged appeal, describing it as “equal parts practical, stylish and badass.” The call to action, “Search Inventory,” appears near the end of the page, signaling that once visitors are drawn in by the lifestyle, it’s time to take the next step and explore purchasing options.
How to create a landing page for your product launch
You may not have the brand recognition or budget of Ford, Apple, or Sony, but you can still create an effective landing page to drive product launch sales.
Follow these steps for optimal results.
Set clear goals for the landing page
Start by defining your specific objective: Are you aiming to grow your email list, capture leads, collect pre-orders, or get people talking?
This question is key. The goal of the landing page will shape the page’s layout, content, and call-to-action.
Design a custom landing page with Bitly Pages
You can put together a custom landing page without any web developer skills. Platforms like Bitly Pages offer user-friendly tools, including a drag-and-drop editor with a library of landing page templates to give you a head start.
Once your page aligns with your brand and product, it can go live. You’ll be able to track user visits, clicks, and on-page behavior, allowing you to gather insights and make data-driven adjustments to your launch campaign.
Optimize for mobile and fast load times
The Unbounce Conversion Benchmark Report shows that mobile traffic accounts for five times more landing page visits than desktop, yet mobile conversions lag behind. This gap often occurs because many brands fail to optimize their landing pages for mobile users, resulting in slow load times and display issues.
Bitly Pages solves this with automatically mobile-optimized, responsive designs that enhance the customer experience without any extra effort on your part.
Use A/B testing to improve conversions
Use web analytics to start refining your landing page from the moment it launches. To do this, set up A/B tests for various elements like headlines, images, layout, and call-to-action text.
Each visitor’s interaction becomes a valuable data point in your A/B test. Once you determine which variation of an element performs better, you can lock it in, gradually shaping the ideal landing page design.
Best practices for maximizing the effectiveness of product launch landing pages
Take your landing page design to the next level with these best practices to maximize engagement and conversions.
Provide early access or exclusive offers
Limited-time incentives encourage your audience to take action quickly. Offering perks like early access, exclusive add-ons, discount codes, or limited edition products can boost conversion rates even before the product launches.
Some brands start with larger discounts and gradually decrease them as the launch date approaches, encouraging customers to act sooner rather than later.
Integrate social sharing features
Social proof is vital for building credibility on a product launch landing page. Implementing social sharing buttons can amplify this effect by making it easy for visitors to share the product launch with their networks.
Not only does this help spread the word, but it also generates additional social proof when people post about your product, which you can then feature on your landing page.
Leverage influencers or partners
Even a flawlessly designed landing page needs traffic to be effective. Collaborating with influencers or brand partners can help promote your page to a broader audience, adding credibility to your launch.
When influencers endorse a new product, their followers are more likely to trust their recommendation and engage with the launch.
Build excitement with countdown timers
While you may be well aware of the countdown to your product launch date, it’s not necessarily clear to your potential customers—unless you show it to them.
Countdown timers can build anticipation as the release date approaches, and they can support sales strategies like limited-time and early bird offers. Consider using timers to highlight specific promotions, such as early access for subscribers or discounts available for a limited time.
Create a high-converting landing page for your next product launch
Landing pages are powerful tools for driving sales, pre-orders, and sign-ups ahead of a new product launch. They combine compelling copy, multimedia, and clear calls to action to generate buzz and drive customers toward conversions.
With Bitly Pages, you can quickly create mobile-friendly, fast-loading, and trackable landing pages—whether using a template or crafting your own unique design. The built-in analytics provide insights into how your target audience engages with your product launch, allowing you to optimize for future success. Plus, features like customizable URLs and integration options make it easy to maintain consistent branding and measure the impact of different campaigns.
Sign up for Bitly to build a landing page that will launch your new product to new heights.
