Custom pre-order landing pages on Shopify: Best practices and examples

A pre-order landing page can turn stockouts into guaranteed revenue. Imagine a customer eagerly waiting for your product, visiting your store, only to find it sold out and forget about it later. With a pre-order page, they can reserve it instantly, keeping them engaged, securing upfront revenue, and revealing real market demand.

Do you know that retailers lose close to $1 trillion a year with stockouts? Over 50% of customers will buy an alternative product if they can’t find what they're looking for. A dedicated custom pre-order page flips the experience to create urgency, build excitement (FOMO, hello!), and capture the customer's purchasing instinct right on your site instead of elsewhere.

The best pre-order landing pages set expectations from the beginning. They set the delivery timeline, price, payment plans, and all the FAQs so the customer knows exactly what to expect. For Shopify merchants, it is a tested way to recover lost sales, build excitement, and pivot "out of stock" into "sold out."

Why custom pre-order landing pages on Shopify matter?

When a product sells out, most shoppers head straight to competitors. A pre-order landing page flips that outcome, letting them reserve the item now, receive it later, and keeping your sales momentum intact.

Beyond saving a sale, pre-order landing pages on Shopify also allow you to take orders or deposits before a launch so you can have cash flow. You can also discover the real demand. If pre-orders start pouring in, that’s your cue to ramp up production and meet demands.

Quick Tip: Treat pre-orders like special events with custom branding, exclusive offers, and early-bird perks so waiting feels exciting.

Setting up a pre-order page in Shopify shouldn’t need hours to setup or a developer to code. STOQ, built for Shopify, a no-code app, lets you launch your own pre-order page in minutes.

With STOQ, customers can place pre-orders or opt to be notified when an item is back in stock. STOQ also integrates with Klaviyo, making it easy to follow up on high-interest customers and convert them into sales!

Best practices for high-converting Shopify pre-order pages

A high-converting pre-order landing page blends clarity, urgency, and trust to move shoppers from “maybe later” to “reserve now.” Here’s how to structure yours for maximum impact:

1. Dedicated launch page

Create a central hub that lists all active pre-order products, acting as a “launch command center” to simplify browsing and encourage multiple purchases.

2. Prominent shipping date

Clearly display delivery timelines, such as “Shipping begins December 1,” and use countdown timers to add urgency and boost buyer confidence.

3. High-quality images & videos

Showcase crisp product shots, lifestyle images, and short demo videos to help customers feel comfortable purchasing before release.

4. Clear value proposition

Highlight discounts, freebies, and exclusives early, and include specs, sizes, and pre-order process details to reduce drop-off rates.

5. Simple, bold CTAs

Make “Pre-Order” buttons stand out, and offer flexible payment options like Shop Pay Installments or Klarna.

6. Social proof & trust signals

Feature reviews, star ratings, customer photos, or pre-order counts to build credibility and reassure hesitant shoppers.

7. FAQ section

Answer common questions about shipping, cancellations, and refunds in a simple format that works well for your customers using mobile phones.

8. Genuine urgency

Use the classic marketing hacks to get more pre-orders on your Shopify store. Indulge early customers with extra discounts, coupons etc.

How to build a custom pre-order landing page on Shopify

Creating a pre-order page on Shopify is simple when you break it into two parts, ie, designing the page and enabling pre-order functionality. Follow these steps:

1. Design your landing page 

Create a dedicated page in Shopify with product details, pre-order benefits, and expected delivery dates.

2. Install a pre-order app 

Pick a trusted app (like STOQ) from the Shopify App Store and connect it to your store.

3. Set up pre-order options 

Choose products, set stock limits, and decide on payment timing.

4. Add clear messaging 

Include pre-order badges, shipping estimates, and stock counters.

5. Run a test 

Place a sample order to check the checkout flow, emails, and order management work properly.

Once your page is ready, monitor pre-order metrics using STOQ’s analytics feature. You can also check out our detailed guide on setting up Shopify Preorders for more sales.

Pre-order landing page examples from top Shopify stores

Seeing real-world examples can inspire your own custom landing pages for pre-orders on Shopify. Here are a few standout cases and what they do right:

1. Willo.com

‍STOQ recently set up the page for Willo.com. It clearly labels products as pre-orders and displays a shipping date. A bright green “Preorder now to save $” button allows small deposits instead of full payments, making the offer transparent and commitment-friendly.

2. Terracotta Distribution

Another great example of an amazing pre-order page is by Terracotta Distribution. Notice how clearly they have positioned the Preorder button at the same place where they generally put Add to Cart.

3. Tekora Tischli

Tekora nails it by swapping Add to Cart with a clear Pre-order button, a familiar placement that makes saying “yes” effortless. A way for customers to chat with the store on the right side also makes them trust the store more.

Pro tips to maximize pre-order landing page results

Once your custom Shopify pre-order landing page is live, these strategies can help boost conversions and revenue:

1. Run A/B tests:

Test different headlines, CTA texts (“Reserve Yours Today” vs. “Pre-Order Now”), button colors, and images. Use STOQ’s analytics to track clicks and conversions. Optimize based on real data, not assumptions.

2. Use QR codes and branded links:

Add QR codes or short branded URLs to offline materials like flyers, posters, and event booths. This makes it easy for customers to access your pre-order page instantly, driving more traffic.

3. Use email/SMS follow-ups:

Sync your pre-order list with Klaviyo to send updates, shipping notifications, and deadline reminders. Target “almost customers” who showed interest but didn’t complete checkout. To learn about the best practices while sending notifications, you can read the blog here.

4. Offer exclusive incentives:

Reward early buyers with perks like early-bird discounts, limited-edition colors, or bonus items. Make offers time-sensitive to reward early customers and drive conversions.

5. Engage loyal customers: 

Give VIPs early access to pre-orders via email or private links. Encourage them to share with friends and offer referral rewards to expand reach.                                                                                  

Common mistakes to avoid

Imagine a customer excited about your new product landing on your pre-order page. They scroll around confused—the pre-order button looks just like a regular "Add to Cart" button. The shipping date is buried in tiny text. There's no mention of when they'll be charged. Frustrated, they leave without ordering.

This happens because many pre-order pages lack clarity, trust signals, or proper CTAs, turning excitement into lost revenue. The fix? Identify and remove these conversion-killing mistakes so your Shopify pre-order landing page works as a 24/7 sales engine.

1. No clear timeline or details:                                                                                            

Failing to show a realistic shipping date, delivery range, or product details creates uncertainty. Always display timelines, specs, and how the pre-order works to build trust and avoid confusion.

2. Poorly placed or confusing CTAs 

Don’t hide the “Pre-Order” button behind menus or mark items as “Out of stock.” Place it prominently, label payment options clearly, and consider offering flexible payments like deposits or Pay Later services to reduce friction.

3. Weak mobile and visual experience. 

With over 50% of shoppers on mobile, slow load times, tiny buttons, or poor layouts cost you sales. Use high-quality, product-specific images (not generic stock photos) and test your page on multiple devices.

4. Lack of trust signals:

A lack of reviews, ratings, and customer photos will give buyers doubt. Even a few reviews or social proof will increase credibility and increase conversion.                                                       

5. Ignoring Shopify checkout compliance:

Shopify limits the ability to use some payment methods (i.e., Shop Pay, Apple Pay), especially for delayed delivery of items. Disable any method that is not compliant that could lead to an unsuccessful checkout and lost sales.

6. Cluttered layout:

Too much text or more than one CTA or pictorial clutter is never ideal. You are focused on one CTA, "Pre-order now," so keep the text short and impactful so it is easy to scan and read.

Conclusion

Pre-order sales pages can help you win back sales when items are out of stock, get customers excited about upcoming products, and make it easier to plan your inventory. Don’t let stockouts stop your sales. Give STOQ a try for free and join over 18,000 businesses.

FAQs about custom pre-order landing pages

1. How do I add a pre-order button in Shopify?

You can’t add a native pre-order button directly in Shopify without an app. Tools like STOQ let you add customizable “Pre-Order” or “Notify Me” buttons to any product page with just a few clicks.

2. Can I collect partial payments for pre-orders?

Yes. With STOQ, you can set deposit amounts (e.g., 50% upfront, 50% on shipping) or offer Buy Now, Pay Later options like Shop Pay Installments or Klarna.

3. Will pre-orders affect my inventory tracking in Shopify?

Not if you use a Shopify-native app. STOQ syncs pre-orders directly to your Shopify admin like regular orders, keeping inventory counts accurate.

4. Can I send automated emails to customers who pre-order?

Absolutely. STOQ integrates with Klaviyo so you can send shipping updates, launch reminders, or back-in-stock notifications automatically.

5. Do pre-order pages help with demand forecasting?

Yes. Tracking pre-order volume gives you valuable insight into real customer demand before you invest in full production. STOQ provides built-in analytics to help you track revenue and growth.