Sep 02

Co-founder of Obox Themes. Designer. Racing driver when I have time. Crazy about cars. Love tech. WordPress is my bread and butter.

5 Tips on Launching a Digital Product

You've done the ground work, tested your product to perfection and got the go ahead from your partner / team to go live. So now what?


Launching a product is not as simple as pressing the publish button. There is a ton of stuff that you need to prepare before you can show it off to the real world. It’s not simply a case of designing and building something which ‘just works’. You need to make sure customers see it and hear about it at the right time.

1. Check your calendar

Thursdays are usually the best days to launch but double check the Thursday you’ve chosen is not a public holiday in the country of your main target market. We’ve made that mistake more than once and it’s difficult to come back from it.

2. Don’t launch at 9am

You may never know what bugs or set backs you’ll experience prior to launch so give yourself some time in the morning to double and triple check everything you’ve done. If something is wrong and needs fixing you don’t want to be scrambling at 6am to try wake a developer or do it yourself with no sleep.

When Marc and I launched our WordPress site, Obox Themes, we made the ridiculous commitment of building it in one month and on top of that the launch was at 9am. We discovered a massive bug the night before and ended up not getting any sleep prior to going live.

By the time launch came we were exhausted instead of excited.

3. Be prepared

Make sure you’ve written, created a beautiful feature photo and proof read your blog post. Make sure the links in the post don’t go to a local or development server. Make sure you’ve written the newsletter (it must read differently to the blog) that’s going to go out to thousands of people and also double check those links.

If you’re releasing a theme or a piece of software you need to create a demo version that is not filled with lorem ipsum and pictures of your cat. Give it a real world feel with content that your target market can related to.

Finally polish those screenshots to perfection, you cannot even begin to image how important screenshots are for a digital product. If you take a look at an Obox Theme product page you’ll see how much effort we’ve put into making screenshots front and centre… this is not by accident!

4. Organise launch partners

A launch partner critical for brand new products. Try find blogs or popular websites that are willing to feature your new product on launch day.

Form relationships with the sites you’d like to launch with by being genuinely interested in what they do. Nurture that relationship well ahead of time and, when the time is right, give them a demo version of what you’re making. Make them feel special, make them feel part of the team.

If and when they say yes to featuring you then supplier them with as much quality content about your product as possible. Provide screenshots, copy, demo links etc.

5. Newsletters are still the most important launch tool

We have seen this time and time again on our site and on others. You can have the best launch partner, the best demo and the best blog post but the one thing that converts better than all of them is a well designed and written newsletter.

Now when we say well designed we’re am not talking about how pretty it looks. In fact it shouldn’t look like anything. Rather address the person you’re speaking to by first name, keep it short and keep it simple.

The best newsletters are newsletters which have no frills, no pretty pictures and no big buttons. We have tested this over and over again and without fail the newsletters which look like regular emails have double the click through rate of those which were beautifully designed.

So there you have it, some helpful tips on producing and publishing your digital product. If you enjoyed this series then please check out of our series from August which gave insight into how to deal with client projects.

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