Dec 15, 2023

eCommerce product launch day checklist

Instant Team

eCommerce product launch day checklist

Launching a new product can be a daunting task. After all, about 75% of product launches fail. But the odds shouldn’t stop you. A well-planned launch can give your product the best chance at success! 

This blog will provide you with a comprehensive checklist for your ecommerce product launch: from pre-launch, launch-day, and post-launch! 

Pre-launch checklist

Before you launch your product, you need to make sure everything is ready behind the scenes. 

1. Target market and positioning

Successful eCommerce product launches start with a deep comprehension of your target audience. 

Recognizing their desires, expectations, and pain points is essential in tailoring a product that hits all the right marks. Your potential customers' demographic data, behavioral patterns, interests, and preferences should shape product development and influence key decisions. Data-rich tools can aid in this process, painting a comprehensive picture of your potential clientele.

Let's grasp the significance of each factor. Age, location, income, and occupation profoundly impact consumer decisions. The culture, values, and attitudes of your intended market can provide valuable insights, leading to a more tailored product experience. Behavioral patterns, such as lifestyle choices and purchase history, can offer a sneak peek into their buying habits. Tools like Google Analytics, surveys, and social media metrics provide this much-needed data, making your strategic planning data-driven and efficient.

2. Creating a unique value proposition

One in four eCommerce businesses struggle due to their lack of uniqueness. Your product needs a unique value proposition (UVP) to shine amidst competition. A compelling UVP clearly articulates the exclusive benefits only your product offers. It's the reason customers should choose your product over others.

Creating a UVP begins by identifying the product's key features that offer tangible benefits. Then, you need to connect these benefits to the user's specific needs and wants identified in your target market research. Finally, it must be expressed in a concise, easy-to-understand statement that encapsulates the core offering. Remember, your UVP is not just about 'what' your product does; it's about 'why' your product matters to the customer.

3. Building a buzz with pre-launch marketing

Pre-launch marketing fuels anticipation, initiating the buzz that can make or break the product launch. It's not just about creating awareness but about creating excitement and curiosity - a compelling story that draws the audience in.

Leverage social media platforms, email newsletters, and influencer partnerships to reach your target audience with engaging content about your upcoming product. This is where your unique value proposition shines, reinforcing why your product should make it to their shopping carts. 

Teaser videos, behind-the-scenes glimpses, early-bird offers - all function as a magnet for your audience. They engage, inform, and create the anticipation necessary for a successful product launch. They instill in the customers a sense of loyalty, linking them to the journey of your product, even before its launch.

By mastering these three realms - understanding your target market, creating a unique value proposition, and building a buzz through pre-launch marketing, you set the stage for a triumphant launch day. Knowing your potential customers, offering them something exceptional, and igniting excitement – all weave the fabric for eCommerce success.

Ecommerce product launch day checklist: 

Here’s what you need to have ready for your ecommerce launch day. 

1.  Perfecting your product listing

The devil lies in the details, and your product listing is no exception. Here's a commonly overlooked fact: the quality of your product listing directly influences a consumer's purchase decision. So, how can you ensure your product listings are top-notch?

To begin with, start with a clear, concise, and compelling title that instantly identifies what product you're selling. Naturally, incorporate relevant keywords to pave the way for a smooth navigational experience for your incoming SEO traffic.

Consider the product description as the "elevator pitch" for your item. It should be convincing, informative, and pique buyers' interest instantly. Combine text and visual content to illustrate your product's benefits and features. Additionally, focusing on the problem-solving aspect of your product can be a game changer.

Lastly, pictures or videos showcasing your product add to the authenticity and stir the customers' desire to own it. Product images, gifs, or videos should be of high quality and precise from various angles.

2. Ensuring a smooth checkout process

Checkout is the final hurdle before a website visitor becomes a paying client. A seamless checkout experience should prioritize speed, simplicity, and security to keep customers from distractedly navigating away during the checkout process.

First and foremost, make the layout instinctive. This means fewer clicks, easy navigability, and straightforward instructions. Remember, the human brain loves simplicity when it comes to processing information, especially when they're a click away from a purchase.

Secondly, provide various payment options. The digital world now offers multiple reliable methods - from credit cards to digital wallets. Catering to the payment preferences of a diverse audience will work wonders.

Lastly, security cannot be compromised. Highlight the steps you’ve taken to ensure a secure transaction. This will build trust and entice the customer to hit that 'purchase' button without any hesitation.

3. Leveraging social media 

As the saying goes, "marketing is no longer about the stuff that you make, but about the stories you tell". What better platform to tell your product stories than social media?

Plan and execute a creative launch campaign tailored to your target audience’s likes, interests, and behaviors. Be it through compelling posts, videos, stories, or live sessions, make sure you attract and engage your prospective customers effectively.

To effectively reach your target audience, it's important to distribute content across different channels. For instance, nearly 40% of Gen Z, particularly those aged 18 to 24, favor platforms like TikTok and Instagram over Google for search purposes.

Consider collaborations or partnerships with influencers in your niche. They can add authenticity, extend your reach, and increase conversion rates.

The power of hashtags should not be underestimated. For example, creating a unique hashtag for your product launch can help fuel user-generated content, triggering interest and engagement among potential customers.

Remember, social media isn't just about promotion. Engage in customer conversation, answer queries, and embrace feedback. This will enhance customer experience and amplify your brand image, setting the stage for a successful ecommerce product launch.

4. Build a dedicated landing page

A customized landing page is a great tool to increase conversions on your launch campaign. For example, check out this waitlist landing page built with Instant:

Using a Shopify page builder, you can create a landing page that helps your product shine and is optimized for conversions. 

waitlist page for ecommerce launch

Be sure to use the same messaging, narratives, and visuals that link to your promotional campaign. This landing page is where you can direct traffic to.

Building a landing page doesn't have to require a lot of resources or technical skills - especially with a no-code page builder.

For example, watch Eat Mush's landing page come to life in 30 minutes using Instant Page Builder:

You could create a landing page for your pre-launch to capture emails or have a landing page to show off your new product away from the distractions of your other offerings. 

5. Prepare your customer support 

Be sure to double-check that your customer support team is ready to assist in case anything doesn’t go as expected or to answer any questions from customers about your new product.  Customer support representatives, chatbots, an FAQ document, or a combination of all three (recommended) ensure that customers can quickly and easily reach out to you if they have any questions about the product or if they run into any issues. It’s also valuable to ensure that customers are able to contact your support representatives directly through multiple channels, including email, social media, or a business phone system.

Post-Launch checklist

Here are some strategies that will help maintain your ecommerce product relevance after launch day prep. Let's get into it.

1. Gathering and responding to customer feedback

It all starts with understanding customers' reception of your product. Take their feedback - a gold mine that can promote your brand significantly when managed effectively. Customer feedback is not just words but an insight into where to tweak and what to enhance in your product.

If customer feedback is such a treasure, how can we find it? Start by setting up easy channels for customers to voice their opinions. It could be directly through your ecommerce site, surveys, social media platforms, or review websites. Remember, the aim is to make it as easy as possible for customers to provide feedback.

Now comes the critical part - managing and acting on customer feedback. It can make or break your post-launch success strategy. Mapping customer feedback to your product's features can provide insights into how to enhance your product. Responding to the customer directly will improve their experience and turn them into brand advocates.

2. Analyzing launch day data

Launch day data tells a story of what worked and what didn’t. The tweets, mentions, reviews, sales - every piece of data can help shape your post-launch strategy. Analyzing this data can provide unique insights into customer behavior, preferences, and how they interact with your brand.

Dig deep into the data and look for patterns. Is there a certain feature that is being praised more often? Were there any common issues faced by customers? What are the demographics of your highest-performing regions?

These insights could be critical in making key business decisions related to product enhancement, marketing strategies, and future product launches. Making data-driven decisions is the cornerstone of ecommerce success.

3. Planning for future product launches

Don't bask in the glory or wallow in the despair of your latest product launch for too long - it's time to plan for the next one. Each launch is a learning experience and provides valuable lessons that can boost the success of your future product launches.

Take an analytical look at your product launch. What went well? What didn’t? Make a note of all these observations. These are key lessons that will help you avoid mistakes and replicate success in your next product launch.

Planning for future launches means staying ahead of your competition and constantly innovating. Set up brainstorming sessions for new product ideas, take market trends into account, and keep the customer at the center of your future product strategies.

By implementing these post-launch strategies, you are setting your company up for sustained success in the ecommerce arena. Remember, the product launch day is just the beginning. There's a lot more that goes into making the product a market leader!

Common eCommerce product Launch mistakes and how to avoid them

Looking to understand common mistakes during ecommerce product launches?
Hoping to learn how to dodge them to ensure a successful product launch? You're on the right path.

Lack of market research

Firstly, inadequate market research is a significant misstep observed in most eCommerce product launches.

When launching a product, doing your homework beforehand ensures you understand what the target audience really wants. This includes their preferences, purchasing habits, and even their pain points. Regrettably, many eCommerce businesses overlook this crucial step during their product launch.

Instead of just banking on assumptions or gut feelings, substantial market research offers solid data-backed insights. It helps in predicting consumer behavior more accurately and developing a product that truly addresses their needs. Remember, the smoother the product fits into the user's life, the better it sells.

To avoid this mistake, invest time into comprehensive market research. Understand your customer persona, the market dynamics, the competition scenario, and the latest trends in your industry.

Poor product presentation

Secondly, how you present the product matters as much as the product itself.

Poor, unclear, or unattractive presentation can deter potential customers. The customer needs to see the product as a solution to their problem. If your product presentation doesn't highlight this, it may lead to a loss of sales.

Well-organized, attractive, and informative product presentation acts as a silent salesman. It helps the customer visualize the product in their lives and appreciate its value.

To enhance your product presentation, focus on:

  1. High-quality product images from multiple angles.

  2. Detailed and easy-to-understand product descriptions.

  3. Customer testimonials and reviews.

Neglecting post-launch strategies

Lastly, many eCommerce businesses, in the enthusiasm of the product launch, neglect post-launch strategies.

Post-launch strategies help you sustain the initial momentum and convert it into long-term success. It includes strategies like promotional offers, loyalty programs, retargeting campaigns, or even leveraging customer feedback for product improvement.

Bypassing post-launch strategies can result in a fading buzz after the initial product launch enthusiasm dies down. It's equivalent to running a marathon but stopping just before the finish line.

To ensure this does not happen, plan well-formulated post-launch strategies. This keeps the product alive in the minds of the customers, encouraging repeat purchases and boosting customer loyalty.

In conclusion, adequate market research, impressive product presentation, and well-planned post-launch strategies are crucial for a successful eCommerce product launch. Evade these common mistakes with proper planning and strategy formulation, and your product is likely to become a success story.


Product launch failures are often a result of poor groundwork, lackadaisical customer understanding, ineffective pricing strategies, and inadequate post-launch vigilance.

The information shared in this write-up empowers you to avoid such pitfalls. With insights into meticulous planning, consumer persona creation, smart pricing, and the importance of constant refinement, your ecommerce product stands a chance of a successful launch.

We suggest your immediate course of action - to consider your product with the parameters discussed. Conduct an audit of your plan and tweak it for optimal results. Pivot where necessary, and fine-tune as needed.

waitlist page for shopify

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Start building now

Explore Instant today to start building high-converting landing pages and sections, no-code required.




© Instant

Start building now

Explore Instant today to start building high-converting landing pages and sections, no-code required.




© Instant