How to Build a high-converting ‘coming soon’ page on Shopify

The buzz that builds when a new product or store is about to launch is powerful, and Shopify merchants should know how to use it. A Coming Soon page turns that excitement into an early advantage: it builds hype, captures leads, and even validates demand before your store goes live.

At its core, a Coming Soon page is a pre-launch landing page designed to spark curiosity. It gives visitors a reason to engage early, whether that’s signing up for email updates, following on social media, or even placing pre-orders. By the time you launch, you’re not starting from zero; you already have an audience eager to buy.

The benefits go beyond collecting emails. You can test-market ideas, offer exclusive early deals, and fine-tune your offering with real customer insights. Leading brands utilise Coming Soon pages as a marketing tool. Even Shopify calls it “a savvy prelaunch marketing strategy that builds anticipation and helps you gather valuable leads.”

What is a Shopify coming soon page?

A Shopify Coming Soon page (also called a pre-launch page) is a temporary landing page that tells visitors “something great is on the way” while your store or product is still in development. Shopify defines it as a way “to capture visitor interest in an upcoming launch, even while your product, or business is still in development.”

It’s different from Shopify’s default password page. The password page is functional but limited to a generic lock screen with basic text and a logo. A branded Coming Soon page, on the other hand, matches your store’s look and tone. With compelling copy, visuals, and a call-to-action, it becomes an active marketing tool rather than a placeholder.

An effective Coming Soon page even starts ranking on search engines. Adding countdowns or exclusive offers also creates a sense of urgency and FOMO, driving more sign-ups. It’s your gateway to build a loyal audience before you launch.

How to set up a coming soon page on Shopify

Now that we’ve seen the benefits, let’s look at how to build one. There are three main ways to create a Coming Soon page. They offer various levels of control and customization to you.

Option 1: Use Shopify’s built-in password page (fastest)

Steps to Set Up:

1. In your Shopify admin, go to Online Store > Preferences > Password Protection.
   
2. Enable the password option.
   
3. Add a Coming Soon message.
   
4. Save your changes.

Visitors will see a simple lock screen with your logo and text. It is quick to set up and works well for a basic “under construction” page. Branding is limited, and you cannot add custom sections or advanced features.

Option 2: Customize your theme (more flexibility)

Steps to Set Up:

1. In your Shopify admin, go to Online Store > Themes > Customize.
   
2. From the theme editor, select the Password Page.
   
3. On Online Store 2.0 themes (like Dawn), add sections such as:
   
   • Email signup
     
   • Banners
     
   • Countdown timers

Best for merchants who want a simple branded mini–landing page without extra apps. It needs a little more setup than the default password page.

Pro tip: Duplicate your theme and design its homepage as a Coming Soon page. Publish this version temporarily, and later swap back to your main theme for launch.

Option 3: Use a page builder or app

Steps to Set Up:

1. Install PageFly from the Shopify App Store.
   
2. Open PageFly and select a Coming Soon template (or create a blank page).
   
3. Use the drag-and-drop builder to add sections like:
   
   • Logo & headline
     
   • Email signup form
     
   • Countdown timer
     
   • Social media links
     
4. Publish the page and set it as your homepage until launch.
   
5. After launch, swap your homepage back to your main store design.

Pro Tip: You can also add preorder or waitlist functionality with apps like STOQ. While most free competitors fail when you grow as a store, STOQ with its clean UI and merchant-first features grows with you. Never let another stockout kill your revenue!

Elements of a high-converting coming soon page

A great Coming Soon page does more than say “we’ll be back soon.” It’s your chance to convert curiosity into leads, fans, and even sales. Here’s the checklist every Shopify merchant should follow:

1. Strong, clear headline

Lead with a headline that tells visitors what’s coming and why they should care. Avoid vague copy. Example: “The Ultimate Coffee Experience Arrives January 2026.” Your headline is your pitch. Make it benefit-driven and on-brand.

2. Countdown timer

A live countdown creates excitement. It reminds visitors there’s a deadline and that acting today means they won’t miss out on early access or perks.

3. Email capture form (or waitlist)

This is the conversion driver. Keep the form simple (just an email, or name and email). Use action-oriented labels like “Get Early Access” instead of generic “Submit.” Make it smooth for your customers to buy from you.

4. Engaging visuals or teaser media

High-quality images, videos, or animations grab attention and make your brand memorable. Even a teaser GIF or behind-the-scenes shot can build excitement and set the tone.

5. Social proof

Show that others are already interested. Add press logos, testimonials, or waitlist numbers (“100+ people already signed up”). This builds trust and credibility instantly.

6. Clear call-to-action (CTA)

End with a single, standout CTA button like “Join the Waitlist” or “Be First in Line.” Place it prominently at the top and bottom of the page for maximum visibility.

Best practices for Shopify coming soon pages

A Coming Soon page sets the stage for credibility and early engagement. Beyond the basics, here are the best practices that separate an average page from a high-performing one:

1. Keep the design clean and on-brand

Use your logo, brand colors, and fonts consistently. A polished, professional design signals credibility. Avoid clutter and focus on essentials: headline, visuals, and signup form. As Shopify notes, clear branding “establishes a memorable identity” and builds trust.

2. Offer incentives or perks

Give people a reason to act now. Popular tactics include offering early-bird discounts, free items, or exclusive access. Even a simple “Join today for 10% off at launch” can boost conversions. Think of it as rewarding your first fans.

3. Leverage FOMO

Scarcity works. Use subtle urgency in your copy phrases like “Limited spots,” “Launching next week,” or “Only for early subscribers,” Shopify highlights that exclusivity taps into psychology and motivates people to take action.

4. Promote your page

Don’t just wait for traffic. Share your Coming Soon page across social media, email lists, small ad campaigns, and even influencer mentions. The more eyeballs before launch, the warmer your audience will be.

5. Optimize for mobile

Most visitors will land on your page from a phone. Ensure your design is mobile-responsive with large tap-friendly buttons and clean layouts. A poor mobile experience results in lost leads.

Tools & apps to enhance your page

While Shopify’s built-in tools cover the basics, the right apps can turn your Coming Soon page into a true launch engine. Here are the essentials:

1. Page builder apps (design)

For full creative control without coding, use drag-and-drop builders like PageFly or Shogun. Both offer Coming Soon templates with countdowns, forms, and branded layouts. With PageFly, for example, you can add sections like images, videos, and social feeds in minutes. These tools make it easy to create a unique, on-brand landing page.

2. Email & signup tools

Your email list is your launch list. Shopify Email (free up to 5,000 emails/month) is a solid start. For advanced automation, consider Klaviyo or Mailchimp. Most Coming Soon apps integrate directly, so every new sign-up is automatically added to your campaigns.

3. Countdown tools

If your theme doesn’t support countdowns, apps like Hurrify can embed a styled timer that matches your site. A visible deadline keeps visitors engaged.

4. Social proof tools

Trust sells. Apps like Loox, or Yotpo add credibility through testimonials, live signup notifications, or waitlist counters. Even before launch, showing “X people already signed up” boosts conversions.

5. Capturing more revenue with STOQ

This is where interest turns into revenue. With STOQ, you can add Preorder or Back-in-Stock buttons to your Coming Soon page. That means visitors don’t just join a waitlist; they commit. STOQ helps you test demand, secure early sales, and stay ready so you never miss out when inventory runs low.

Launch with confidence, not guesswork!

A Coming Soon page isn’t just a placeholder. It’s your first marketing campaign. Done right, it builds your email list, validates demand, and creates launch-day momentum. Keep the design clean, offer clear incentives, and add urgency to get your audience invested before day one. 

A polished, on-brand page signals credibility, sets expectations, and builds trust early. Start today: enable your password page, add an email form, and, if needed, use STOQ to capture preorders or restock alerts. The payoff is, more subscribers, feedback, and even revenue before launch.

Don’t let your launch be a surprise. Turn it into an event with confidence, knowing you already have customers waiting in line.

Try STOQ for free!