A product launch presents opportunities to expand to new audiences, refine messaging, and discover new strategies for meaningful growth. With proper preparation, marketing teams of all backgrounds can seize these opportunities to enhance their growth.
From refining tactics in the short term to preparing long-term optimization goals, these five landing page strategies will help maximize the success of your next new product launch.
1. Foster credibility
New products create new business challenges. An immediate hurdle is proving you have a reliable solution to customers’ needs.
If this isn’t your first product release, great news: You have already laid the groundwork in this area of the buyer’s journey. Now, you have to leverage the resources you’ve built. Let’s explore the strategies.
Social credibility fosters and improves trust with your audiences. Demonstrating your brand has built a community of satisfied customers dissuades skepticism in the best way.
Fender Play, an online guitar teaching service, provides their social proof with the below infographic.
This visual illustrates Fender Play’s extensive community of users and teachers. New audiences know they can expect an extensive selection of trusted lessons, the same value as more than 75,000 users, and in-depth curriculum. These statistics come from an existing list of products and lessons, but they still apply when Fender releases a new line of services or lessons. This landing page strategy uses your established success as a powerful tool to promote new initiatives.
Testimonials provide an invaluable human element to your landing pages that lend direct insights from your customer base to your audiences.
HelloFresh does this well with their testimonial section on the bottom of their homepage.
Every element—from the testimonials to the icon pictures and the full names—humanizes this section. Each testimonial serves a different purpose, speaking to different aspects of the business such as the delivery time or the value of the recipes. These feel like reviews from home chefs with their real pictures, not stock photos of models. Visitors can easily see value they can trust. HelloFresh doesn’t hype up their products—they show real people speaking to the product’s unique value points.
When dropping new products, the first thing you have to establish is the why. Customers are often skeptical that new products or releases are simple cash-grab efforts from the business. You need to establish the new product’s value in a digestible way.
One of the best examples of effective comparison proof is Amazon’s high-converting product charts available on almost every product page on their app.
These charts break down value by category and put it on display in one convenient place. Viewers can quickly skim the differences between old and new products to understand what brands have made enhancements or where a product stands out. Having a section like this proves your company is always evolving.
2. Define your audiences
Before the landing page even comes into discussion, you must know your audiences. If you’re releasing a new product, you have to understand who it’s for so your landing page strategy can reflect that.
Again, relate this aspect of your strategy back to the value of your new product release. If you’re releasing a new flavor of your beverage line because you wanted to cater to audiences with a sweet tooth, be upfront about that. If your new product has more advanced features and targets a more premium consumer base, focus on that.
You can’t use the same tactics that worked on your previous audience for older product sales. To do this, refine your audience. Create new micro-audiences from your existing customer base to focus on relevant customers. From here, you can tweak your original narratives to better resonate with new and adjacent audiences. The goal is that your audience should easily identify that you’ve built your new product specifically for them. It takes audience experimentation and optimization to find the different aspects of your product that resonate with your new segments. Consider using tools that enable your ability to deploy landing pages at scale and test them efficiently.
3. Build engaging narratives
Once you’ve identified your new audience segments, focus on amplifying your narrative choices. A new product is exciting, but you can’t rely on hype and the appeal of something new to drive home value. Your storytelling still has to center around the customers and their unique conversion influences to achieve success.
Liquid Death took on this challenge when launching a new selection of flavors for their sparkling water flavors.
Known for edgy and bold campaigns like Tony Hawk’s blood-infused skateboard, Liquid Death has found a way to resonate with customers through their authentic and daring messaging points. Their new product release stayed true to that messaging style but found a way to focus on the value points of great taste for a low cost.
4. Create a clear CTA strategy
Nothing deflates a landing page for a product more than a poorly planned CTA strategy. Not every CTA is equal, and if your CTA design doesn’t match your goals or audience, you’ll struggle to achieve results.
Consider the different CTA types that might apply to your new product:
- Checkout button
- Signup forms
- Subscription forms
- Contact forms
Once you’ve established the type of CTA you need based on your conversion goals, it’s time to craft your design. CTA design goes beyond color contrast and shape. It depends on your ability to craft a convincing path to convert customers that flows seamlessly with the conversion journey. This involves aspects such as:
- Content hierarchy
Returning to HelloFresh’s homepage, we can find a perfect example of present and effective CTA design.
What does this concise and in-your-face messaging convey to the viewer? A special offer, cooking made easy, and free shipping on your first order, get started—all you need to start formulating, and even finalizing, a purchase decision. What enhances the effectiveness of this CTA strategy? A customer already looking to begin their order can immediately click this CTA as soon as they arrive on the page. Someone who decides to scroll further through the page to learn more about the brand will also know where the CTA is once they’re ready to convert.
Establishing a clear placement for your CTA makes the purchase decision seamless. The positioning bolsters the flow of the page, and you need to write CTA copy just as clearly. Don’t use a CTA like “Get Started” if there’s no follow-up action. A CTA like “Buy Now” applies to a landing page trying to get customers to make a quick purchase. Earning a click on your ads is hard, but earning clicks on your landing page is even more challenging. Don’t squander that opportunity with a misleading CTA.
5. Prepare your optimization goals
Ask yourself—what got your brand to this point? A mix of carefully planned campaigns, continuous tweaks, and perhaps a dash of luck. Undoubtedly, your ability to test previous pages and optimize them accordingly was vital to your business’ growth up to this point. Don’t lose sight of this factor when launching a new product.
The same way you experimented with past initiatives to refine them, you need to prepare a landing page that’s ready for the same framework. A new product means new audiences, conversion influencers, and experiences. It’s unlikely you’ll nail all these things on your first go-round.
Once you’ve identified your audience, established your narrative elements, and have built your design accordingly, begin setting your hypotheses. Making every choice strategically to influence a specific outcome will enable you to test intentionally and arrive at your ideal outcome much quicker.
Don’t neglect to review your insights from past efforts, either. Past results should provide you with an informed foundation to build and keep you from going in blind. Expand on those insights, retest to see which are still relevant, and see if you can identify new ones.
Instapage’s on-platform testing hub enables you to easily experiment and track results. Its straightforward features help you set up each test based on your hypothesis, allocate traffic as needed, and build variations without the additional hassle of new URLs or designers.
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