Getting traction on a new product is no longer about waiting until it’s in stock. The real success comes when you build momentum before the launch - and that’s where Shopify preorder landing pages come in.
In this post, we’re going to share some of the best preorder landing page examples and the tips you can takeaway for your next campaign.
A Shopify preorder landing page is a dedicated web page on your online store that promotes a product available for purchase - before it’s officially in stock or shipped. As compared to a standard product page, these landing pages are designed to capture early demand, build excitement and drive conversions in advance of availability.
We have seen these pages useful for new product launches, testing market interest, crowdfunding-style rollouts and managing inventory flow.
Based on our research, here are some common elements to drive more preorders from a landing page:
- Clear preorder messaging - Clearly state that the product is available for preorder and is not ready to ship. Your landing page must ensure absolute clarity through phrases like ‘preorder now’, ‘reserve yours’ or ‘ships on (date)’.
- Product visuals - Include high-quality images or a video of the product. Ensure it highlights key features and benefits immediately above the fold.
- Estimated shipping/ delivery date - Set clear expectations on when customers can expect the product. Include a timeline if applicable; for eg. shipping starts on (date).
- Urgency and scarcity cues - Create FOMO by strategically using countdown timers, limited quantities or early-bird offers. For example, “only 50 units available at 20% off”.
- Social proof - Add testimonials, reviews or quotes from early users. If it’s a new product, you can use the waitlist size or preorder statistics as social proof. For example, “2000+ customers have placed their preorders”.
- Preorder CTA button - Add a prominent and action-oriented call-to-action button like “Preorder Now” or “Reserve My Spot”. You can also provide the option for partial payments or deposits.
- Product details and FAQs - While you may not want to release the full details in some cases, explain what customers are getting. This can include tech specs, materials, sizing and other aspects. Include a list of FAQs around order cancellations, shipping, returns and refunds.
- Trust elements - Add secure payment badges, guarantees, return policies or even media mentions to reassure the consumer. The idea is to reinforce that they are engaging with a legitimate business.
- Mobile optimization - Ensure that all text, images and CTAs work well on mobile devices since a majority of eCommerce traffic comes from them.
- Follow-up automation - Use Shopify apps like STOQ to automate confirmation emails and reminders. Allow customers to easily track preorder status or get notified before the order is shipped.
Now let’s help you put all the above into perspective. Here are some of the best landing page examples for Shopify preorder campaigns from global brands:
A popular fashion accessories and leather product brand, STOW runs some of the most frequent preorder campaigns owing to its market demand. They use their product page to double down as a preorder landing page. To make the order more appealing, they offer product personalization/ customization too. The brand uses bold and capitals to highlight when the product will start to ship alongwith details on what to expect from it.
An activewear brand, WAMA also uses their product page for the preorder campaigns. They highlight the pricing benefit, product availability date, and payment option to pay for the order in multiple parts. This makes it easier for consumers interested to purchase the product without having to make an upfront investment on something that wouldn’t get delivered soon.
Another popular brand known for its collection for tech gear, Pioneer uses preorder campaigns to tease their new collection. From high-quality visuals to details on the product materials, use case and more, they include it all on their preorder landing page. They also clearly state when the product is going to be available for preorders, using ‘waitlist’ as a way to gauge actual market demand. Their copy is focused on creating a sense of exclusivity around the product.
A lifestyle brand with a vast collection of clothing, footwear, accessories and more, END often runs preorder campaigns when launching something new. For instance, on this preorder landing page, they’re teasing a new collection in collaboration with a designer. What we really like is how they use the page to gauge interest through a draw, use a countdown timer to share availability and include other details on scroll.
Nike is a popular sportswear brand globally. They often run preorder campaigns to launch their new products with a hype that drives in more attention from their target market. We love the simplicity of their preorder landing page as it doubles down as a product page too. The ‘notify me’ button helps gather consumer interest and the product details keep the shoppers engaged. They also include multiple product images and videos to give a sneak into what the customers can expect.
Moving away from the traditional eCommerce business examples, GMC - a popular automobile brand known for the Hummer also uses preorder landing pages. They share automobile images and videos, and include details on all the upcoming models on the page. But more importantly, they use the call-to-action of ‘reserve’ to create a sense of exclusivity and urgency.
A popular online store for books and all things stationery also frequently launches preorder campaigns. They commonly use the strategy for building momentum around upcoming titles of popular authors. Their preorder landing page offers a discount on the order and gives a sneak peek into the plot of the book. But what we really like is that they use the interest of the shopper to also recommend similar tiles through product recommendations - which increases the chances of a purchase with a higher average order value.
A popular brand for electronic devices, Samsung is often seen using preorder landing pages before key launches. In the snapshot below, you see a clear use of visuals teasing what the new launch would look like and the free gifts it will include to make the proposition more exciting. The page also clearly states when the pre-order offer is valid to create a sense of anticipation as well as FOMO for those considering the purchase.
While we’ll be adding to this list frequently alongwith tips to takeaway, here are some general best practices to follow:
- Be clear about preorder status - Clearly indicate that the product is not in stock to avoid chargebacks, confusion and cancellations.
- Display estimated shipping dates - Set realistic expectations around when the customer can expect to receive the order.
- Use urgency triggers - Add countdown timers, limited quantity messages or early bird pricing to nudge an action from shoppers.
- Showcase high-quality visuals - Use professional images and videos to highlight the product and the value it brings.
- Offer partial payments - Reduce purchase hesitation by offering flexible payment methods during preorders.
- Incorporate user-generated content - Add Instagram photos, unboxing previews or customer testimonials from the previous products to build on hype and trust.
- Localize based on location or time zone - Adjust your shipping message, availability and pricing based on customer geolocation.
- Bundle with accessories or upsells - Offer preorder bundles (eg. get a free strap with the camera) to increase the average order value.
- Follow up with automation - Use a Shopify app like STOQ to send preorder confirmation and updates on channels like email and SMS.
- Answer common questions - Add an FAQ section focused on preorder related concerns. This can include queries around refunds, cancellation and delivery.
Preorders are a powerful strategy for Shopify stores to secure sales before the inventory even becomes available. It’s a great way to build anticipation and excitement in the market, gauge interest and purchase intent - when done well.
But to set up a converting preorder campaign, you need more than just a landing page. With a Shopify app like STOQ, you can set up the ability to preorder on specific landing pages or product pages based on your campaign type. You can also set clear thresholds and give the buyer an option to make partial payments - creating a win-win shopping experience.
Ready to run your next preorder campaign? Install STOQ now.