Pre-Order Examples

16 Best Shopify & eCommerce Pre-Order Page Examples I Found (2024)

If you’re looking for some inspiration from what some top brands have done when it comes to designing pre-order checkout experiences, look no further because I’ve done the hard work for you. Here are some of the best pre-order page examples and experiences I’ve seen that incorporate awesome practices to drive sales and conversions.
Dan Siepen
May 7, 2023

Okay, so you’re thinking of doing a pre-order campaign, or perhaps you’re going to launch a new SKU soon as part of your top product line, and you need to get some inspiration on how to set up a product page that provides a good experience for visitors. 

In this guide, I’ve curated some of the top reference examples I could find when I was researching across the net. 

First, though, why do brands do pre-order campaigns, and what are the benefits?

There are three key benefits of pre-order campaigns:

  • Build some hype, and understand the interest in demand for a product
  • Create scarcity/FOMO and get people to action (so they don’t miss out) - again, related to creating hype and brand building
  • And ultimately, and most importantly, guarantee sales and cashflow

To help you understand the benefits and the funnel journey of what a pre-order campaign or experience can work, I highly recommend checking out this awesome guide on Pre-orders for Shopify I came across recently. Nails the type of content that I would be recommending, plus love the layout and depth of detail (worth the bookmark).

What are some of the most important attributes and elements that go into creating a pre-order page?

As you’d see with some of the other inspiration guides I’ve created, having a small checklist of key items and elements you should look for when going through references helps with identifying what you can pick up and consider for your store. 

And that’s what I’ve done just below here for you to use as a baseline when going through this guide. 

  • What information do they share in regards to the pre-order? Such as expected delivery date, T&Cs, and FAQs?
  • Do they provide an offer? If so, is it clearly labelled and stands out on the page? And what’s the type of offer?
  • Are USPs and reasons to commit to an order upfront obvious?
  • Have they attached BNPL (Buy Now, Pay Later) as an option to help with conversions?
  • Do they include elements for highlighting social proof, such as ratings and reviews?

You may have some other particular checklist items you’re considering, but I hope this helps when going through the below examples. 

Now in terms of creating these experiences, if you happen to be on Shopify, I recommend checking out an app I used recently with a client called - it was actually picked as a top app by the Shopify staff themselves in 2020/21. Really good features overall, and the UI is clean when you embed it into your store experience. 

Anyway, guys, and hope you enjoy this guide and you get some inspiration for your brand. Happy growth!

1. Accurascale

Accurascale, which is based in the EU, is a brand that sells model trains, locomotives and other accessories. Really love the UX and layout of their site. 

I came across this pre-order page for one of their new trains, “BR Class 50”. Here’s why I like it:

  • Clear expected date of delivery 
  • Green box to highlight contrast against the rest of the product page and clear CTA button
  • “Click to pay when in stock” -  helps encourage users to confirm they’re interested and only pay a small amount upfront to confirm the pre-order - good conversion strategy to guarantee orders upfront, without asking for the full upfront payment.

2. Classic Prep

Preppy is a clothing store for men and women, and they’ve recently released a good product range for kids. 

They’re utilising a pre-order strategy here with their “Jessie Cricket Cardigan”. 

  • As we can see, clear labelling at the top with “New”. 
  • They show the price up front, with the option of utilising ShopPay for those who want to reserve their order and split the amount over 4 instalments. 
  • Overall, similar layout to most product pages across their store. 

My two main suggestions for improvement to help increase conversions for getting visitors to make a reserve order would be:

  • To offer some sort of upfront discount offer. 
  • Make it more obvious on the page when they can receive the order - helps set customer expectations. Combined with the offer suggestion can work really well to get visitors to action.

3. eCoy

eCoy is a bedding and sheets company based in my country of Australia. I’m personally a massive fan of the user experience and overall CRO layout of their whole store. 

eCoy recently had a pre-order page campaign for their Bamboo Quilt, and they’ve incorporated the strategies I would be doing when setting up a campaign like this for conversion. 

  • Clear offer of getting a discount of “20% early bird” if customers pay a deposit of $20. 
  • Evident Free delivery offer and even 30-day returns - great use of icons for both to stand out on the page

Of course, really good layout of what a top-performing product page looks like. 

Oh, by the way, make sure to check out the best eCommerce product page examples to get more inspiration on what some of the top brands are doing to maximise conversions (and maintain good conversion rates. 

4. Mibodia

Mibodia is a wearable sports towel brand with the goal of providing towels so you can “sweat in comfort”. I love it (and being a fitness guy myself, I should look into buying these towels, haha). 

I really like the UX and workflow of what they’ve done with their flow. 

In fact, as you will see in the image below, they actually make the option to explore “pre-orders” obvious within their nav. 

Within the product page above, big fan of what they’ve done here. 

  • Clear offer on display - “Free Shipping on all pre-orders of 200 CAD+”.
  • Messaging dedicated to the offer and how customers can pay a deposit and pay the rest later. 
  • They also have a good FAQ list of questions, such as “estimated waiting times” in relation to the pre-order, price information, and more. 
  • Overall, really good product page standard. 

What I also like is the modal pop-up when you want to make an order. Good disclosure of information again in case visitors don’t properly read the FAQs/product description - i.e. “Ship in 49 days” (in this particular screenshot I took). 

5. Fogstar

FogstarDrift is one of the leaders in the UK market for selling batteries. 

With some of the examples we’ve shown off already, they typically have the pre-order CTA towards the middle of the page. Whereas, Fogstar has placed the CTA further up. 

  • I like this UX as it’s optimised for mobile, having the CTA higher. 
  • I also really like the greyed-out box, which focuses on the process of what happens when you do an order in advance. 
  • Additionally, a clear icon highlighting that you can reserve your order with a 10% deposit.

6. Gibus Cycles

Gibus Cycles sells…. Have a guess!? Yep, it sells bicycles! 

Again, this is another amazing store example that not only has a beautiful UI alongside other social proof elements for conversion, but they’re the gold standard when it comes to creating pre-order product pages. 

  • Evident FAQs with key info in accordions - good for UX (and taking into account mobile visitors)
  • Good list of USPs with emoticons
  • Good CTA and offer for upfront payment

7. Glazers

Glazer’s is one of the top-leading camera online stores in the world. They adopt pre-order campaigns like this, particularly with new camera releases. 

In this case, we can see they’ve incorporated good practices, such as: 

  • Labelling and information related to the CTA
  • “Add to wishlist” - a good secondary CTA in case people aren’t ready to commit right now but want to revisit it later. 

The only suggestion here that would help with potential conversions is some sort of offer, whether it be a discount or a free gift.

8. Long Table

A really cool company I came across recently that was pushing a pre-order campaign was Long Table, which sells pancake mix. 

As we can see here, they were pushing for orders upfront for their organic maple syrup (which is probably the best-looking maple syrup bottle I’ve ever seen). 

  • Love the emoticons, which make the description stand out from the rest of the page content
  • 20,000 orders and counting - epic social proof. 
  • The main thing here really is a lack of an offer - but considering the strong social proof and reviews, it most likely performed well regardless.

9. Milosport

Milosport is a snowboard and snow gear brand based in one of the best winter/snow cities in the world (and most picturesque), Utah.

They recently had an option for customers to reserve an order for their ‘2024 Vans Infused Birch Snowboard Boot’. Here’s what I like about it: 

  • The ability for people to easily choose their size
  • Good CTA that stands out with req. deposit amount
  • Google reviews embed pop-up with 4.8-star reviews - great as a proof point to customers through reinforcing trust and credibility of Milosport’s brand and products. You can easily add social proof tools to your pages, with many of them having free options (before needing to upgrade). 

10. Nico Blu

Nico Blu is a fashion brand that sells many SKUs, including the likes of dresses, blouses, skirts, and jewellery. 

They recently were taking upfront orders for their ‘Noor Long Black Tunic Dress’. They’ve included some good practices, including: 

  • Visitors can choose a preferred colour
  • Easily see what sizes to choose from and what is available - we can see here that pre-orders for size 16 aren’t available. If you’re a fashion brand or sell products with multiple variants and something becomes unavailable, you need to ensure this is reflected on the page automatically (Shopify SKU management makes this really easy). 
  • Quantity of items people can order
  • Information of when the product is shipped after an order has been made. 

11. Play better

Play Better is an online store that sells items focused mainly on sports and those who are active, including products across watches, specific sports such as Golf, running and cycling, and other accessories. 

Here’s a pre-order page example of the recent caddie they were pushing on their site. We can see:

  • Logo of the brand “Voice Caddie”
  • Deposit amount required to successfully make an upfront order
  • Clear information that people won’t be charged until the product is ready to be shipped

12. Olive + Crate

Another eCommerce store I really like the UI and overall UX of is Olive + Crate, which sells eucalyptus bedding and other bedroom-related items. 

In the above screenshot, we can easily view: 

  • Ability to choose the bed size
  • Colours and patterns (with small information to highlight to customers more colours/patterns will be released at a later date)
  • An early-bird discount for those that order 

13. Tefal

Tefal is a larger global retailer with online stores across the world. They primarily sell SKUs around small appliances for the home/office, as well as cooking/kitchen-related products. 

In this example, they’ve kept their flow pretty simple. 

  • When I did come across this example, I thought it was interesting they had “in stock” when it’s only a pre-order listing. 
  • The only other thing missing, in this case, is some sort of offer/incentive, which is a tactic I would normally employ for this nature of campaign to encourage orders upfront.

14. Steinbach

You have to love certain niches, right? And this one is awesome - Steinbach sells exclusive nutcrackers from Germany. 

In this example, they’re Steinbach is pushing for upfront orders for their “Shelf Sitter Bundle”. 

I’m a big fan of their page layout: 

  • Cross-out of original RRP to show off to visitors they can get a good deal
  • Delivery date, which is highlighted in a green box to set shipping expectations
  • Information on the product related to reserving an order
  • Free-shipping threshold - one of the best CRO tactics to encourage users to add more to their cart, which helps increase aov overall. 

15. Ready Rig

Ready-Rig is a specialised camera and video equipment store made for professional videographers and film crew sets. 

In this case, with the “Ready-Rig” Vega V2 Upgrade”, they actually ran out of stock. 

  • The key learning here is that you can run scarcity/FOMO-based campaigns and get people to pre-order so they don’t miss out on the next batch of stock. 
  • Whether or not this is the exact intention here from Ready-Gig, I’m not entirely sure, but it’s a clever tactic you can consider for any campaigns you’re wanting to push with sales.

16. Twillory

Twillory is a store tailored to providing men’s clothing with a large range of SKUs, including shirts, t-shirts, pants, socks, and underwear. 

They had a pre-order offer recently for their “Performance Long Sleeve Polo”, and really liked how they did their layout.

  • Option for customers to use ShopPay (Buy Now, Pay Later).

Really love this - they give the choice of doing a product bundle of multiple shirts through the “Buy More & Save More” offer.

⚡ Frequently Asked Questions ⚡

Which are the top three (3) pre-order examples that you believe have done the best job in terms of UX and CRO?

When going through these examples, I actually collected quite a few more, but I really liked the ones that I’ve included in this guide. Some are better than others based on factors such as UX/UI, copy, and incorporating CRO practices. If I had to pick my fav three, they would have to be Gibus Cycles, eCoy, and Mibodia.

For pre-order campaigns, do you recommend any particular offers that can help drive more conversions?

First and foremost, if you want to make a campaign successful and get lots of committed upfront orders, I strongly recommend having an offer to incentivise visitors to order. If you decide you want to do an offer, then some of my favourites that have proved to work time and time again would be discount offers, bundles, BOGO offers (Buy One, Get One Free), and free shipping. To really make an offer enticing, consider combining one of the above with free shipping (or incorporating a free shipping threshold).

How important is social proof for eCommerce pre-order campaigns?

In my personal opinion, social proof is absolutely critical for any eCommerce store, including these types of campaigns, to truly be successful. In the end, social proof does the talking (as it’s reviews and testimonials of those who love your brand and advocate your products). However, there are naturally a few factors involved of what makes a pre-order campaign successful other than just social proof alone, such as size of the brand, the budget you put behind the campaign, where you place it on the website to direct traffic, and a lot more. However, having elements of proof, whether it be star ratings, reviews, or video UGC, will go a long way to maximising your chances of decent conversion rates.

What are the top Shopify apps that can help you easily set up pre-order capabilities through product and landing pages?

There are quite a few Shopify apps out there that can help with pre-order setups and stock alerts, but for me personally, I’ve had great experiences with, Amai and Vertex. All of them are reasonably priced, have good features, and are worth testing (each of them) to see which suits your needs best.

What are some key/core tactics for distributing offers through marketing and the website for pushing your pre-order campaigns?

The list is endless when it comes to tactics you can try for distribution, but I think some of the key things you need to do if you’re looking to get optimal results for pre-orders include; First, show some love from the homepage, whether it be a slide carousel above the fold or a link in the nav bar (as it’s most likely the most visited page on your store). Second, promote via your email campaigns, whether through your newsletter or welcome onboarding series. Third, share on social media via Instagram (feed/stories), and other channels like TikTok. The fourth and final quick tactic I suggest is emphasise the offer within collection and popular product pages. Plenty of others I haven’t mentioned here, but these some certainly some of the core I would be focusing on, which is applicable to all growth levels of stores.

Note: All these examples are publicly accessible, and I’ve been collecting them as part of my personal swipe file for my own learnings and inspiration. When I share these examples and publish them, they're available as is on the date I publish a guide. Some information, such as ads, page designs, links to resources, prices or anything I mention related across these resources may/will change, so do let me know if you can’t access a resource, or something isn’t correct. Just get in contact with me as I want to make sure things are fresh as they can be. Thanks for reading and enjoy. 😊
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