High-Converting "Coming Soon" Landing Page on Shopify with Free Template
What if that moment of “it’s not available” could become “I need to be first in line when it launches”? That’s exactly what a strategic coming soon page does for your Shopify store.
And I’m not talking about the basic password page that Shopify gives you by default – I’m talking about a conversion-focused landing page engineered to capture interest, build excitement, and even generate pre-launch revenue.
In this comprehensive guide, I’ll walk you through exactly how to create coming soon pages that don’t just placate visitors – they convert them into eager customers-in-waiting who purchase when you launch. No theory, no fluff – just practical strategies I’ve personally seen work across hundreds of Shopify stores.
Why Most Shopify Coming Soon Pages Fail (And Why Yours Won't)
Let’s get brutally honest about why most coming soon pages deliver disappointing results. Understanding these failures is your first step toward creating a page that actually works:
The Common Pitfalls when Buidling a Coming Soon Landing Page
1. The “We’ll be back soon!” Dead End
Most coming soon pages are simply digital brick walls – they inform visitors the product isn’t available but offer no meaningful next steps. This creates a frustrating user experience that virtually guarantees they’ll never return.
2. The Email Capture Without Value Exchange
Many store owners slap an email signup form on their coming soon page without offering anything compelling in return. Modern consumers are protective of their inboxes – they need a persuasive reason to hand over their email address.
3. The Vague Launch Timeline
“Coming Soon” is meaningless to consumers who want specificity. Without a clear launch date or timeline, visitors have no reason to check back or remember your brand.
4. The Missing Pre-Order Option
The highest-intent visitors – those who were ready to buy immediately – are left with no way to secure their purchase. This is perhaps the most costly mistake of all, leaving money on the table and allowing competitor products to capture that demand.
5. The Launch Day Fizzle
Even stores that successfully capture emails often fail to nurture those leads properly, resulting in a tepid response when the product finally launches.
A Shopify store owner in our community recently shared this painful experience: “We spent $3,000 on Instagram ads driving traffic to our coming soon page. We collected 1,500 emails but only converted 37 into customers at launch. The ROI was terrible because we didn’t have the right pre-launch strategy.”
Let’s make sure that doesn’t happen to you.
The Psychology Behind High-Converting Coming Soon Pages
Before diving into the tactical elements, let’s understand the psychological principles that make certain coming soon pages drastically outperform others:
Anticipation as a Motivator
Research in consumer psychology shows that anticipation often delivers more happiness than the actual purchase. A well-crafted coming soon page creates a sense of anticipation that keeps your brand top-of-mind and increases perceived value.
FOMO (Fear Of Missing Out)
Limited availability creates urgency and drives action. When visitors believe they might miss out on being first or getting special launch benefits, conversion rates typically increase by 30-50%.
The Exclusivity Effect
People value what feels exclusive or special. Positioning your coming soon offer as an “exclusive preview” or “VIP early access” taps into this psychological driver.
The Reciprocity Principle
When you offer something valuable (like a special discount or early access) in exchange for an email signup, consumers feel naturally inclined to reciprocate by completing the transaction later.
The Curiosity Gap
Creating intrigue about your product without revealing everything creates a psychological tension that can only be resolved by staying engaged with your launch.
The Must-Have Elements of a Converting Coming Soon Page
Now let’s translate those psychological principles into specific page elements that drive results:
1. An Attention-Grabbing Headline with Clear Value Proposition
Your headline needs to do heavy lifting – explaining what’s coming AND why visitors should care in 10 words or less. The formula that consistently works is:
[Product Name/Type] + [Key Benefit] + [Coming Soon/Launch Timeline]
Examples:
- “The Ultra-Light Hiking Boots That Prevent Blisters – Launching October 15th”
- “Sleep-Enhancing Weighted Blanket – Pre-Orders Open Next Week”
- “The 5-Minute Skincare System For Busy Professionals – Join The Waitlist”
💡 Learn more: 6 Hero Banner Ideas for Shopify Stores: Captivate and Convert
2. Compelling Visuals That Tell Your Product Story
- High-resolution product images from multiple angles
- Lifestyle photos showing the product in use
- Short video demos (even if the product is still in development)
- Before/after imagery if applicable
Pro tip: If your product is still in development, be transparent but professional. Use 3D renderings, prototypes, or detailed illustrations rather than stock photos. Authenticity builds trust.
3. Specific Launch Timeline with Countdown Element
Exact launch dates create accountability and urgency. Include:
- Precise launch date or window (e.g., “Launching October 15th” or “Early November”)
- Dynamic countdown timer (days/hours/minutes) to create urgency
- Preview of launch phases if applicable (e.g., “Early access begins October 10th, Public launch October 15th”)
4. Strategically Designed Email Capture Form
The email form is your most critical conversion point. Optimize it with:
- Minimal required fields (ideally just email)
- Clear, benefit-focused button text (“Get Early Access” performs better than “Subscribe”)
- Mobile-friendly design (over 60% of coming soon page visits are on mobile)
- Immediate confirmation feedback
- Single-step submission (avoid multi-page forms)
5. Irresistible Signup Incentive
Offer something genuinely valuable in exchange for email signup:
- Early access privilege (24-48 hours before public launch)
- Launch discount (10-20% is the sweet spot that drives action without devaluing your product)
- Free shipping on launch orders
- Bonus gift with purchase for early subscribers
- Exclusive product variant or limited edition
6. Pre-Order Functionality for High-Intent Visitors
For visitors ready to commit now:
- Clear pre-order option with transparent terms
- Partial payment option to reduce commitment barrier
- Guarantee of first shipment or earliest delivery
- Special incentive for pre-order customers (exclusive color, add-on, etc.)
When individual products aren’t yet available, a simple Notify Me button can be more effective than a pre-order for visitors who aren’t ready to commit financially.
A solution like Snap Preorder integrates these functions seamlessly, allowing you to capture interest whether visitors want to commit now or just stay informed for later.
💡 Learn more: Pre-Sales on Shopify Made Easy: Strategies, Apps, and Tips
7. Social Proof Elements (Even Pre-Launch)
Build credibility with:
- Development journey highlights
- Team or founder credentials
- Early tester testimonials (if available)
- Media mentions or press coverage
- Prototype or beta results
- Waitlist or signup counters (“Join 1,500+ people waiting for launch”)
- Real-time activity notifications (“Sarah from New York just joined the waitlist”)
- Social activity displays (“47 people are viewing this page right now”)
Pro tip: Dynamic social proof elements like live visitor counts and recent signup notifications can increase conversion rates by 15-20%. These real-time indicators create urgency and demonstrate genuine interest from other potential customers.
Tools like Snap FOMO Social Proof can automate these social proof notifications, displaying recent signups and current page visitors to create an environment of active interest around your launch.
8. FAQs Addressing Common Objections
Proactively answer questions like:
- When exactly will the product ship?
- What happens after I sign up?
- Is my pre-order refundable?
- How does the early access work?
- What makes this product different?
- Why isn’t it available now?
9. Social Sharing Integration
Make it easy for excited visitors to spread the word:
- One-click social sharing buttons
- Pre-written, shareable content
- Referral incentives (“Share to move up the waitlist”)
- Screenshot-worthy graphics or announcements
👉👈 New Product Luanch Landing Page Template for Niches
📷 Tech Product Launch Landing Page Template (Click to View)
Creates compelling reasons for visitors to sign up immediately rather than waiting for launch.
Pro tip: The combination of limited spots + real-time counter + social proof creates powerful FOMO that drives immediate action.
🍉 F&B Product Launch Landing Page Template (Click to View)
Extends engagement beyond the email signup to build a community around your launch.
Pro tip: Use branded hashtags to track and amplify user-generated content during your pre-launch phase.
💅 Beauty Product Launch Landing Page Template (Click to View)
Shows you’re legit and others are excited too
Bonus: Add a testimonial from someone who’s genuinely excited about your upcoming product!
👗 Fashion Product Launch Landing Page Template (Click to View)
Captures the highest-intent visitors who are ready to commit financially before launch.
Turns your early subscribers into active promoters of your launch.
Pro tip: Referral programs work best when the reward feels substantial relative to your product price point.
Creating Your Coming Soon Page: The Step-by-Step Implementation Guide
Now let’s get tactical about how to actually build your high-converting coming soon page:
Option 1: Customize Shopify's Password Page (Basic Approach)
- Step 1: Go to Online Store → Preferences → Password protection
- Step 2: Enable password protection and customize the password page
- Step 3: Add your logo, custom message, and email signup form
- Step 4: Customize the HTML/CSS for additional features
Pros: Free, built into Shopify
Cons: Limited functionality, basic design, no pre-order capability
This approach works if you:
- Have technical skills to customize the HTML/CSS
- Need a very simple solution
- Have no budget for apps or development
💡 Learn more: How To Set Up Shopify Pre-Order Button: With vs. Without Apps – What’s Right for You?
Option 2: Use a Theme with Coming Soon Templates (Intermediate Approach)
- Step 1: Check if your current theme has coming soon page templates (many premium themes do)
- Step 2: Create a new page using the coming soon template
- Step 3: Customize content, images, and signup forms
- Step 4: Redirect your homepage to this new page temporarily
Popular themes with good coming soon templates include:
- Turbo ($350) – Includes pre-launch template with countdown and email capture
- Prestige ($350) – Features elegant coming soon layouts
- District ($180) – Offers customizable pre-launch sections
Pros: Better design control, more features, consistent with your brand
Cons: Limited functionality without additional apps, may require theme purchase
The Pre-Launch Marketing Strategy That Actually Works
Having a great coming soon page is only half the battle. You need to drive targeted traffic to it:
1. Strategic Teaser Campaign (6-8 weeks before launch)
Week 1-2: Mystery Phase
- Create intrigue with close-up teaser images
- Use “Something exciting is coming…” messaging
- Target your existing audience and lookalike audiences
Week 3-4: Reveal Phase
- Show more product details
- Highlight key features and benefits
- Begin collecting emails with early bird incentives
Week 5-6: Urgency Phase
- Emphasize limited quantities or time-limited offers
- Showcase countdown to launch
- Activate pre-orders with special incentives
Week 7-8: Final Countdown
- Daily countdown posts/emails
- Share behind-the-scenes launch preparation
- Final call for pre-launch benefits
2. Targeted Traffic Sources
Existing Customer Base:
- Email your current customers first (they’re most likely to convert)
- Offer loyal customer bonuses for early signup/pre-order
- Create special referral incentives
Social Media Strategy:
- Instagram: Product teasers, countdown stories, influencer previews
- Facebook: Targeted ads to interest-based audiences, group announcements
- TikTok: Behind-the-scenes content, product demos, creator partnerships
- Pinterest: Inspirational imagery related to your product category
Paid Traffic:
- Facebook/Instagram ads targeting high-intent keywords and interests
- Google search ads for product category terms
- Retargeting campaigns for store visitors
Content Marketing:
- Create “coming soon” announcement blog post (SEO-optimized)
- Guest post on relevant industry blogs with coming soon mentions
- Create shareable infographics about the problem your product solves
3. Influencer Pre-Launch Strategy
For maximum impact, get products to influencers before public launch:
- Send pre-production samples to 5-10 micro-influencers
- Schedule coordinated reveal posts 1-2 weeks before launch
- Create custom discount codes for each influencer’s audience
- Prepare influencer-specific landing page variations
The Email Nurture Sequence That Converts Signups Into Buyers
The emails you send between signup and launch can make or break your conversion rate. Here’s the proven sequence:
Day 1: Welcome Email
- Thank them for signing up
- Confirm what they’ll get (early access, discount, etc.)
- Set clear expectations about launch timeline
- Invite them to follow on social media
Subject line examples:
- “You’re in! What happens next with [Product]”
- “Thanks for joining the [Product] waitlist (here’s what you get)”
Day 3: The Problem & Solution Email
- Remind them of the problem your product solves
- Share the origin story of your product
- Include teaser image or video
- Add social proof if available
Subject line examples:
- “Why we created [Product] (it wasn’t what we expected)”
- “The problem with [competing products] that inspired us”
💡 Learn more: 7 Shopify Sales Notification Pop-Ups That Trigger The Psychology of FOMO Instantly
Day 7: Feature Highlight Email
- Showcase your product’s 2-3 most unique features
- Use comparison charts if relevant
- Include development journey insights
- Answer common questions from social media
Subject line examples:
- “3 things that make [Product] different from anything else”
- “The ‘aha moment’ that changed how we designed [Product]”
Day 14: Behind-the-Scenes Email
- Share product development process
- Introduce team members
- Show manufacturing/creation process
- Create transparency and authenticity
Subject line examples:
- “Take a peek inside our [Product] workshop”
- “From idea to reality: How we’re making your [Product]”
Day 21: Early-Bird Offer Announcement
- Announce the special pre-launch offer
- Create scarcity if applicable (limited quantities)
- Clearly explain how early access works
- Set expectations about timing
Subject line examples:
- “Your exclusive [Product] early-bird offer inside”
- “48 hours early + 15% off: Your [Product] VIP details”
3 Days Before Launch: Final Preparation Email
- Remind them about upcoming early access
- Restate the special offer
- Provide exact timing and instructions
- Build excitement with a countdown
Subject line examples:
- “Your early access begins in 3 days (here’s how it works)”
- “Get ready: [Product] launches for VIPs in 72 hours”
Launch Day (Early Access): VIP Access Email
- Announce that early access is open
- Include direct link to purchase
- Remind about special offer deadline
- Thank them for being early supporters
Subject line examples:
- “VIP ACCESS NOW OPEN: Get your [Product] before anyone else”
- “You’re in! Early access to [Product] is live (for 48 hours only)”
Public Launch Day: Final Chance Email
- Remind that public launch is happening
- Emphasize that early bird offers end soon
- Share initial customer feedback if available
- Create final FOMO push
Subject line examples:
- “Last chance for 15% off [Product] (public launch today)”
- “Early bird pricing ends at midnight: [Product] now available to everyone”
Pro tip: Set up this entire sequence in advance, so it runs automatically as new subscribers join your list at different times.
How to Know If Your Coming Soon Page Is Actually Working
Don’t just launch and hope! Track these key metrics:
1. Visitor-to-Signup Conversion Rate
Industry benchmarks:
- Average: 4-7%
- Good: 8-15%
- Excellent: 16%+
How to improve:
- A/B test headlines and offer incentives
- Add more compelling visuals
- Strengthen your value proposition
- Simplify the signup form
2. Email Open and Click Rates
Pre-launch email benchmarks:
- Open rates: 45%+ (much higher than regular emails)
- Click rates: 10%+ for early access emails
How to improve:
- Test different subject lines
- Segment based on signup source
- Personalize based on interests
- Create anticipation with countdown elements
3. Pre-Order Conversion Rate
Industry benchmarks:
- Average: 3-5% of email list
- Good: 6-10%
- Excellent: 11%+
How to improve:
- Offer partial payment options
- Add limited-time incentives
- Create tiered pre-order options
- Display real-time inventory counters
4. Social Sharing Rate
Track how many visitors share your coming soon page:
Industry benchmarks:
- Average: 1-2% share rate
- Good: 3-5%
- Excellent: 6%+
How to improve:
- Add share incentives (refer for earlier access)
- Create shareable graphics or announcements
- Add social proof to encourage sharing
- Create milestone announcements worth sharing
5. Return Visitor Rate
Industry benchmarks:
- Average: 15-20%
- Good: 21-30%
- Excellent: 31%+
How to improve:
- Send regular update emails
- Update the page with new content regularly
- Add countdown elements
- Create development milestone updates
Ready to Create Your Perfect Coming Soon Page?
A strategic coming soon page isn’t just a placeholder – it’s the foundation of a successful product launch. When done right, it transforms the disappointment of “not available yet” into the excitement of “I can’t wait to get this first.”
The beauty of this approach is its flexibility. Whether you’re launching your first Shopify store or preparing to release your twentieth product, these principles work across industries and price points.
Remember: The difference between a coming soon page that collects dust and one that collects customers is intentional strategy. By implementing the frameworks outlined in this guide, you’re not just announcing a future product – you’re building a community of eager customers who feel personally invested in your launch success.
Your next launch could be your best yet. All it takes is transforming “coming soon” from a simple statement into a powerful conversion strategy.
Sophia Dao is a Shopify Conversion Specialist at WizzCommerce, specializing in e-commerce and Shopify solutions. With a passion for digital marketing and a keen eye for detail, Sophia creates engaging content that helps businesses thrive online. When she’s not writing, she enjoys exploring the latest trends in tech and commerce. Follow Sophia for practical e-commerce tips and the latest marketing insights!
