Quite recently, our company received a project that implied designing a few Coming Soon page for a client with the purpose of pre-launching a service package. In case you are not familiar with the concept of these webpages, let’s just say that they constitute an excellent teaser to draw the attention of the public and keep them on their toes until the final product is ready to be launched.
In other words, they act like movie or game trailers. However, while we can all agree that trailers are the singular best way to introduce a movie or a game to the public, can the teaser webpage function equally well? The answer is yes, as long as the “Coming Soon” page is created properly and includes elements that can actually present an interest for the audience.
In other words, they need to be memorable, viral, desirable and able to collect viewer’s contact details. While the vast majority of existing teaser webpages will have two or even three of these characteristics, few can incorporate all four of them. But let’s discuss the benefits of the “Coming Soon” pre-launch page.
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My company sells high quality products, why do I need a teaser webpage?
Yes, that may be true, but are you sure that your audience knows that? Or more likely, are you one hundred percent certain that they will be familiar with your new line of products right after the launch? I consider that raising awareness regarding your new watch collection for example a few months in advance is the best way to ensure that your audience hears about it in time. Some don’t always have the cash on the spot so they may need to start saving for the purchase.
In addition to that, the anticipation generated will also work in your favor and you can start reaping the benefits the moment your product goes live. The most relevant example to what the climate of anticipation can achieve in terms of marketing is Blizzard’s newest release, Diablo III, a game that you’ve probably heard about even if you are not exactly a hardcore RPG enthusiast.
In short, Blizzard managed to sell 3.5 millions of copies within 24 hours of the launch thanks to the carefully planned teaser campaign that lasted over the course of more than 10-11 years. But I digress, let’s go back to the guidelines of creating an efficient “Coming Soon” webpage, starting with the aforementioned characteristics.
Giving your webpage personality and making it memorable
Ensuring that the viewer will immediately make the mental association between the teaser webpage and your brand is one of the most important aspects. In order to achieve this goal, utilizing the icons, logos, styles and colors present on your company’s main website is the best course of action.
However, in the eventuality that your company does not have a really strong presence on the market or an extensive clientele, then the attractive design comprising of powerful contrasts and subtle color-combinations embedded in a refined background and underlining your logo can work wonders. Moreover, introducing various gimmicks like CSS animations, linear storytelling or intriguing transitions between pictures or elements will also work in your advantage.
Making the Coming Soon page viral with the help of social networks
Regardless of how memorable your teaser page may be, it will fail to produce the expected results if people don’t know about its existence. In order to introduce the page to the public, the social networks are your biggest ally. We’re not talking only about sharing the page on the social networks, but also broadening its scope by determining your clients to share it with their contacts. You can do that by providing worthwhile incentives for those who bring your page the highest number of signups for example.
Using the teaser webpage (Coming Soon Page) to explain the products
If the incentives you offer in order to make the page viral are related to the product that is about to be released, then the public needs to know what that product does beforehand. Otherwise, they may not view the motivational gifts valuable enough to even bother with sharing the page or gathering signups, making the whole process an exercise in futility.
Gathering contact data
The potential of obtaining specialized leads via the viral teaser page is enormous, but don’t forget to ensure that you have a way of storing these contact details for later use. While they are not particularly useful prior to the launch of the product, they will definitely prove invaluable later on.