Product Launch Checklist: 8 Most Important Steps For Launching A Successful Product
The best product launch checklist will help you launch a successful product from start to finish, boost conversions, and get more sales.
Today, we’ll go through the product launch checklist and the steps you must take. We’ll cover everything, from defining a target audience to measuring your success.
Let’s start, shall we?
The Ultimate Product Launch Checklist
1. Define Your Target Audience
Knowing your target audience will help you fulfill its needs and give your customers what they want. It’ll also allow you to show them hyper-personalized content.
It’s not only marketers who think personalization is essential.
In fact, 78% of consumers believe that relevant content increases their purchase intent.
It’ll also help you with repeated purchases.
If you offer irrelevant products, your customers won’t buy from you again. But, if you give them what they need, you can expect repeated purchases (and lots of sales).
Retaining customers and repeated purchases are super profitable.
They are also much easier to get.
You don’t need to go through the whole sales process. Instead, you just let them know, and you’re good to go.
But how do you define your target audience?
The easiest way to do it is with the HubSpot Make Buyer Persona tool. It’s a 7-step process where you fill in important information about your target audience.
After that, it’ll automatically generate the buyer persona – your ideal customer.
How do you get more information about your target audience?
You can learn more in places such as social media groups, Reddit, and Quora. You can also find out what they’re interested in with keyword research.
Other than that, you can also use Keyword Intelligence to discover what phrases they are interested in quickly.
Go to Keyword Intelligence and type in your target keyword. If you’re selling a weight loss program, your target keyword is “weight loss diet” or “weight loss program.”
Hit enter, and you’ll get a list of all keywords your audience searches for.
The keyword intent analyzer feature will tell you why your audience is interested in the specific keyword. With that insight, you will get to know your audience better.
For example, if the keyword intent is informational, they are looking for more information than buying stuff from you.
On the other hand, if you target people interested in buying your product, you can look for transactional intent.
Try it out by using the Advanced Filter in the keyword tool.
When you’re done figuring out who you sell to and what they’re interested in, it’s time for the next step on the product launch checklist – the unique selling proposition.
2. Identify the Product’s USP
Your product must be different from competitors.
Why would somebody buy a product that’s the same as every other? You must come up with something new. Something unique.
That’s what the USP is – Unique Selling Proposition.
USP is a thing that makes your product different from the rest of the crowd.
It’s one of the trickiest steps in the product launch checklist. Here are 5 steps you need to take to identify your unique selling proposition.
- Put Yourself In Your Customer’s Shoes
- Observe Your Competitors
- Find What’s Missing
- Write a Paragraph
- Cut It Down
Put Yourself In Your Customer’s Shoes
Think about your potential customers’ needs.
Why should they buy your product? What problem will it help them solve? You should list out all benefits of your product and why they should buy.
Observe Your Competitors
How are your competitors selling the product?
What customers’ needs are they fulfilling? What are they missing? You should list out both of these and compare them with your product.
Find What’s Missing
Now is time to evaluate the competitors’ products.
What are they missing? What needs are they not fulfilling that you do? You should compare your product with your competitors and find out what’s your USP.
Write a Paragraph
Write a paragraph about what makes you different.
Let your thoughts flow freely and try to describe what it is that makes your product unique.
Cut It Down
The last step is about making it crystal-clear.
Cut down the paragraph to one sentence that expresses your USP. If you can write something like first-ever, highest-quality, lowest-price, or any other superlatives, you’re doing it right.
3. Create A Sales Page
The sales page has only one purpose – sell your product.
It’s one of the most important pages of your website. It’s also the one bringing you the most sales. So, you should put effort into perfecting it.
Here are 5 tips that can help you perfect your sales page.
- Create a compelling headline
- Use a strong CTA
- Write a benefit-driven copy.
- Use attractive graphics and visuals.
- Add social proof
A headline is the most important part of your sales page.
It must be catchy and compelling to persuade potential customers to continue reading. If you fail to do that, you won’t close any sale.
The easiest way to improve your headline quality is to use numbers.
Our brain loves numbers, and including them in your headline will make it more compelling and persuasive.
When you’re done crafting your headline, it’s time to test it.
You can easily do that with CoSchedule Headline Analyzer. It’s a free tool that will analyze your headline and give you suggestions for improvements.
The second most crucial element is a call-to-action.
CTA is what makes people click and do the desired action. Over 90% of visitors who read your headline also read your CTA.
You better perfect it. It can be a complete game-changer if you use it right.
It can skyrocket your sales and make your business successful. Just look at that crazy sales boost below.
It can do the similar, if not the same, for your sales page too.
We don’t care about what the product is.
In fact, the only thing we care about is ourselves – what can the product do for us. You shouldn’t be talking about features all the time.
Instead, transform them into benefits.
It’ll make your sales page more persuasive and help you close more deals.
Graphics & Visuals
We love visuals. They catch our attention, help us retain information longer, and most importantly, help us imagine using the product.
They’ll make your sales page look more appealing, evoke emotions, and lead to more sales.
The biggest obstacle that kills a sale is a lack of trust.
You must persuade your customers that you aren’t a scammer and your product delivers what it promises. If you fail to do that, nobody will buy from you…
The easiest way to increase your trust is to include reviews on your sales page.
But, be careful not to sound “too good to be true.” It’ll only decrease the likelihood of a sale.
Creating a reliable sales page is one of the most critical steps in a product launch checklist. In a nutshell, your sales page should include all of the things below.
4. Know Where To Launch Your Product
To be honest, there is no one place fit for all. There’s no perfect place.
It all depends on your audience and what they prefer. What is your audience’s favorite marketing channel?
If you are doing great in creating your buyer persona, you’ll have an easy time figuring out where your target audience is.
Preferably, if you have an email list, promote it there. It has the highest return on investment out of all marketing channels. It’s also the most personal one because you can call your potential customers by their name.
Another great way to promote your product is collaboration. For instance, you can be working with influencers and publish it on their site or let them promote your product.
It can be very profitable if you can pick the right influencer your audience can relate to.
Knowing where to publish your product and how to promote it is a crucial step of a product launch checklist.
5. Create A Teaser
You must start building anticipation from the beginning.
Put an effort to make your audience excited about your product even before launching them. If they can’t wait to learn more about it and buy it, you’re doing it right.
The best type of content you can use for a teaser is video.
But, if you aren’t a fan of videos or don’t know how to create them, you can use a webpage or an email campaign for that.
Choose whatever suits you the most. Nevertheless, here are 3 easy steps that can help you build a powerful teaser.
- Create A Bit Of Mystery
- Show The Benefit
- Use A Countdown
Create A Bit Of Mystery
You can’t tell your customers exactly what your product is about.
It takes all the mystery out of it. Instead, it’s much better to arouse curiosity and let them think about your product. What can it be, how will it look like?
You can see curiosity in action in the headlines below.
Don’t you just want to read that?
Your product should be the same. Your teaser should arouse curiosity and present your product as a mystery.
Show The Benefit
Features tell. Benefits sell.
We’ve talked about it earlier in the sales page section. You must show your readers why they should pick your product – how will it help them?
Your customers are asking only one question – what’s in it for me?
You should answer that question by showing them the benefit of your product.
But, don’t reveal all your cards too quickly. Show them the essential benefit but make sure to keep them curious. Just like we’ve talked about in the previous step.
Use A Countdown
Urgency can push your potential customers to make that last decision and buy. There are many ways you can use urgency in your marketing strategy.
For instance, you use a limited offer deal.
Or, you can use a “We are running out of stock” tactic.
No matter what you use. You must make your audience feel that they will miss something great if they don’t buy now.
Below is a great example of the urgency-driven teaser.
Your teaser is similar to a trailer of a film. If it sucks, you won’t watch the film. The same applies to your product – if your teaser isn’t good enough, nobody will buy it.
It’s a crucial step of the product launch checklist.
6. Test Your Funnel
You have done almost everything, and now it’s time for one last check.
Get into your customers’ shoes and try the whole experience. Go from a sales page to the checkout page. Subscribe to the email list and try purchasing.
You must make sure everything is working as it should.
For instance, if your page is slow, you’re probably losing tons of sales. The same applies to mobile-friendliness.
Make sure to perfect each area of the whole customer journey before launching your product.
7. Optimize Your Landing Page
You’ve successfully launched your product, congratulations. But it’s not over yet…
You should now go and optimize your landing page for conversions. There are many ways you can do that, such as A/B split testing.
A/B split testing allows you to run multiple versions of headlines, copy, etc.
You can then see what strategy works best and go with it. It’s an excellent way to try new things and see what works.
If you are still not sure what to test, try the headlines. They are the most critical element of your landing page and can make or break a sale. Figuring out which headline works the best should be your #1 priority.
Learn more about conversion rate optimization in our post.
8. Know Your Figures
You should measure a few critical metrics to ensure your sales are growing over time and there aren’t any problems occurring.
For instance, if you see a sudden drop in conversions, you should check:
- Your competitors, if they don’t have a better product.
- If something is not working well on your website
- Negative reviews
You can easily measure all important metrics with Google Analytics.
The most important marketing metrics you should measure are:
- Bounce rate
- Conversion rate
If there are any problems, you should find out where they occur and fix them.
For instance, if you have a higher click-through rate to the checkout page but no purchases, it means that you should audit your checkout page for problems.
Are You Ready To Launch Your Product?
We’ve gone over all steps of the product launch checklist.
They’ll help you build a successful product and maximize your conversions. But, before you can convert customers, they must get from the top of the funnel down.
You can learn more about that in my guide about the sales funnel.
Now back to you.
What product do you plan on launching?
Or did I forget something important in the product launch checklist?
Either way, let me know in the comment section down below right now.