Launching a new product is a considerable risk for any business. Innovation and creativity drive new product development, but you need to test whether there’s actual demand before investing big.
A product launch that fails due to a lack of demand is a waste of time, money, and effort. An early access waiting list, on the other hand, is one of the best ways to test demand before a full launch.
Waiting lists allow you to build hype and gather crucial data on customer interest before a product is released. This strategy tests demand and creates exclusivity and scarcity that get early adopters to engage with your brand.
In this post, we’ll walk you through the process of using a waiting list to test demand for a new product and show you examples and strategies to make your product launch successful!
Why Use a Waiting List to Test Market Demand?
The Power of Scarcity and Exclusivity
Scarcity and exclusivity are powerful psychological triggers. When customers see they have to wait or access is limited, they desire the product even more, especially when it solves a problem or meets an unmet need.
For Leading Saints’ virtual summit, scarcity and exclusivity played a crucial role. Attendees could watch sessions for free, but only within a 24-hour window, creating urgency.
After that, they had to pay $79 for an all-access pass or earn it by inviting friends. This limited-time access drove people to act quickly, making scarcity and exclusivity strong motivators that boosted both participation and revenue for the summit.
Read the full case study here.
Low-Risk Product Testing
A waiting list allows businesses to test the product with minimal risk and opens up the potential for significant growth. Unlike a full marketing campaign or scaling up production, a waiting list requires very few resources and gives you valuable feedback on customer interest.
If the list grows fast, it's a good sign there's demand. If not, the feedback can be used to refine the product or marketing before a full launch, paving the way for a successful product launch.
Data Collection and Insights
Waiting lists aren't just about collecting names and emails. They allow you to collect valuable customer data that can inform product development, pricing, and marketing.
By asking customers a few questions when they sign up (e.g., "What feature are you most looking forward to?" or "How much would you pay for this?"), you can understand what your audience values and what price points work, empowering you with crucial insights.
⭐Pro Tip: UpViral users can take this further by running a contest or giveaway that includes a survey to gather valuable customer data. Using UpViral’s Custom Actions feature, you can seamlessly incorporate survey questions directly into the campaign.
This lets you incentivize participants to answer questions, helping you learn more about their preferences and behaviors while boosting engagement.
How to Set Clear Goals for Your Waiting List
Before launching a waiting list, it’s important to establish clear goals. These goals will guide your strategy and help you measure the success of your efforts.
Identifying Your Target Audience
To attract the right audience to your waiting list, define your target clearly. Are you appealing to early adopters looking for new tech or a specific niche with unique needs? This clarity will help you craft a landing page and messaging that resonates.
For example, if launching a productivity app for freelance designers, highlight features like project management, brainstorming, and client collaboration. Using targeted language like "Get early access to the ultimate tool for freelance designers" will attract the right sign-ups.
Establishing Metrics for Success
To measure the success of your waiting list campaign, define clear, measurable objectives. Key metrics to track include:
- Number of Signups: The total number of people who join your list. Set a target based on your overall launch goals.
- Engagement Rate: Track how many people are opening your emails, clicking on updates, or sharing your product. High engagement indicates strong interest.
- Conversion Rate: Measure how many people on the waiting list eventually become paying customers. This reflects the effectiveness of your campaign in driving actual sales.
Aligning the Waiting List with Your Launch Timeline
Your waiting list should be part of a broader product launch timeline. This means planning when and how you’ll promote the waiting list, when you’ll start engaging with subscribers, and when the product will be made available.
A well-timed campaign ensures that you maintain momentum from the waiting list all the way to launch day.
How to Build an Effective Landing Page for Your Waiting List
Your landing page should clearly communicate the value of your product and why people should be excited about it!
Think of your value proposition as the headline that grabs attention and convinces people they can't live without your product.
Focus on the following:
- The problem your product solves
- The unique benefits it offers
CTA Best Practices
Your call-to-action (CTA) is where the magic happens. To optimize it, make sure your CTA is:
- Clear and Specific: Use action-oriented phrases like "Join the Waitlist," "Get Early Access," or “Enter Book Contest.” (See the sample screenshot below.)
- Visually Prominent: Use contrasting colors and place the CTA button in multiple spots so it’s impossible to miss.
- Simple: Keep the request minimal, usually just an email address or a name-and-email combo to start building your list.
Incentives to Drive Signups
Offering an incentive can boost your signup rate. Consider these options:
- Exclusive Early Access: Give subscribers the chance to try your product before anyone else.
- Special Discounts: Offer discounts that are only available to those who join the waitlist.
- Limited Edition Bonuses: Provide early subscribers with special perks like extra accessories or premium features.
Use UpViral for Maximum Impact
UpViral offers multiple customizable templates to help you create high-converting waiting lists. Its easy-to-use platform allows you to design compelling landing pages and track key metrics, ensuring your waiting list campaign is both effective and visually appealing.
Here is an example of one of our UpViral waitlist templates:
👉🏼Check out more examples here.
Promoting Your Waiting List: Proven Strategies
Once your waiting list page is live, the next step is to drive traffic to it. Here are several strategies to promote your waiting list effectively:
Leveraging Existing Channels (Email, Social Media, etc.)
Use your existing marketing channels to promote the waiting list. If you already have an email list, a simple campaign can inform your subscribers about the upcoming product. Social media is another powerful tool for spreading the word, mainly if your followers are already engaged with your brand.
Influencer Marketing and Partnerships
Influencers, bloggers, or industry experts with established followings can help promote your waiting list to a broader audience.
Look for influencers whose followers align with your target market. Collaborations, giveaways, or product reviews can create organic buzz and attract new signups.
Paid Advertising for Rapid Growth
If you want to scale your waiting list quickly, paid advertising can be effective. Platforms like Facebook Ads or Google Ads allow for precise targeting based on demographics, interests, and behavior. Use paid ads to target potential customers who may not be familiar with your brand but fit your target persona.
⭐Pro Tip: When UpViral users run a contest, they can easily boost traffic and sign-ups by running Facebook ads alongside their campaign. You can fine-tune your ads to reach the right audience—people who are most likely to engage and sign up.
This way, you can make the most of your ad spend, expanding your contest’s reach and filling your waiting list with eager, targeted potential customers.
Engage Your Waiting List to Build Anticipation
Once you’ve built a solid list, the next step is to keep your subscribers engaged. Here are some strategies to build anticipation for product launch and maintain interest:
Welcome Sequences and Nurturing Emails
Start by emailing a warm welcome immediately after someone signs up for the list. This email should thank them for joining, remind them of the value they’ll receive, and let them know what to expect next.
To keep the audience engaged, create a nurturing email sequence following the welcome email. These emails can include product updates, behind-the-scenes content, or teasers for upcoming features.
Exclusive Updates and Behind-the-Scenes Content
People love feeling like insiders, so give your waiting list subscribers an exclusive look behind the scenes. Share videos or photos from product development, offer sneak peeks of the product in action, or introduce them to the team behind the creation.
Launch Your Product
You’ve tested market demand through your waiting list and made any necessary product or marketing adjustments.
Now, it’s time to launch your product. The launch is critical for selling your product and leveraging the momentum and engagement you built through your waiting list.
Here are some strategies to maximize your success and make the most of your waiting list during the launch.
Exclusive Early Access
One of the biggest benefits of having a waiting list is the ability to create scarcity. Reward your subscribers by giving them exclusive early access to the product before it’s available to the general public.
Early access also gives you one last chance to get honest world feedback before opening up to the wider market. Early users may give you additional insights to tweak small things or address things you hadn’t thought of.
VIP Offers
To further incentivize your waiting list subscribers, consider offering them VIP offers such as exclusive discounts, bonuses, or limited edition items. These offers will make your subscribers feel special and increase their chances of making an immediate purchase.
Exclusive Discounts
Offer a special discount to waitlist members (e.g., “15% off for waitlist members only”) to get them to buy before the general public. Make sure the discount is significant enough to get them to take action but not so big that it devalues your product.
Leverage Social Proof
Once your product is launched, social proof is one of the most powerful tools for generating more sales. People trust the experiences and opinions of others, especially when it comes to making purchasing decisions.
Here’s how to leverage social proof during and after your product launch:
- User-Generated Content: Ask your waitlist subscribers to share their experience with the product on social media. You can incentivize this by offering them a chance to win a prize or a future discount or simply by featuring them on your brand’s social media pages. Ask them to use a specific hashtag or tag your business so others can find their posts.
- Testimonials and Reviews: As your early adopters start using your product, ask them for testimonials or reviews. Display these on your website, social media, and other marketing channels. Testimonials help build credibility and persuade those still on the fence about buying.
David Fraser featured social proof in his contest campaigns by showcasing testimonials from actual Bunkie Life users. These testimonials highlighted the positive experiences customers had with their bunkies, building trust and credibility with new prospects.
By displaying real customer stories, David reinforced the value of his product and encouraged more participants to enter the contest, knowing that others had already found success with Bunkie Life. This added a layer of authenticity that resonated with his audience!
Final Words
A waiting list is more than just a tool; it’s a way to build a community, gather feedback, and validate demand before your product launch.
Whether you're a startup or an established business, a waiting list offers a low-risk, high-reward way to ensure your product resonates with your audience.
Ready to build a powerful waiting list? With UpViral, you can create viral referral campaigns, grow your audience, and turn your waiting list into a marketing engine.
Use UpViral’s customizable templates and incentives to boost your email list and conversions.
Get started with UpViral today and launch your following product with confidence!
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