Picture this: you’re walking down the street, and a club catches your eye. The line is LONG—stretching down the block. You might not know what’s going on inside, but your mind instantly thinks, That place must be worth it. And guess what? That club doesn’t even have to say a word. The queue speaks for itself.
This, my friends, is exactly the psychology behind waitlists. They’re a powerful tool for building hype, excitement, and demand before you even launch your product. So, how do you translate that club-line magic to a waitlist for your next SaaS or ecommerce product?
Let’s dive in.
Why Waitlists Work: The Club Queue in Digital Form
Here’s the deal: we’re wired to associate length with demand. Long line? High demand. That’s why a waitlist can be one of your best tools for a launch. It sends signals of scarcity, social proof, and value—all without spending a dime on ads.
Think of it as creating a club queue in digital form. People see others waiting and want in. It’s psychological FOMO (fear of missing out) at its best, tapping into our need to be part of something exclusive.
The SaaS Waitlist: Creating Buzz and Credibility Before Launch
For a SaaS company, a waitlist isn’t just a list of names. It’s an opportunity to build excitement and gather insights before anyone actually starts using the product.
Example: Superhuman
Superhuman, an email app, used a waitlist strategy brilliantly. Only users with an invite could join, creating that irresistible “VIP” feel. People on Twitter kept talking about being “on the waitlist” like it was a badge of honor. The result? People saw others waiting to get in, which made them want the app even more.
Takeaway: If you’ve got a SaaS product launching, don’t rush. A waitlist with limited entry builds intrigue and perceived value. People will want what they can’t easily have.
Ecommerce Launches: Building Demand Like Nike and Glossier
Waitlists don’t just work for SaaS. In ecommerce, they’re a powerful way to create hype, especially for product drops and new releases. Here, the waitlist builds a community before the product even drops, and that’s pure gold.
Example: Nike Sneakers
Nike leverages waitlists for its limited-edition sneaker drops, and it works like magic. By setting up digital queues (or even raffles) for these products, they let the crowd do the talking. When people see a waitlist for exclusive sneakers, it signals, This is hot property. That exclusivity drives urgency like nothing else, making customers hit “buy” the second they get access.
Example: Glossier’s Product Drops
Glossier, a beauty brand, is another pro at waitlists. Before launching new items, they tease, build a waitlist, and send out reminders. Customers see the list growing and get that same FOMO feeling. The best part? Glossier can control inventory better, ensuring they meet demand without overproducing.
Takeaway: For ecommerce, a waitlist can create that VIP access feel, making people want the product more because they see others lining up for it.
How to Nail the Waitlist Effect for Your Next Launch
So, how do you make this work for your launch? Here’s a no-BS, step-by-step plan to get you started.
1. Tease the Product Early
Drop hints, sneak peeks, or limited previews to give people a taste without spilling everything. Think of it as letting people peek inside the club windows. You’re showing just enough to make them curious.
2. Limit Access
The key to building desire? Don’t open the floodgates. Keep the entry limited at first, so those who get in feel like VIPs. If they feel special, they’re more likely to spread the word. Superhuman nailed this, and so can you.
3. Build FOMO with Visible Numbers
If you can, show how many people are already waiting. A counter, a note on your landing page, anything that hints at a growing list. The more visible the demand, the more others will want to join before it’s too late.
4. Engage the Waitlist with Updates
Don’t let the excitement fizzle. Send regular updates, behind-the-scenes content, and teasers to keep people engaged. Think of it as a bouncer hyping up what’s inside. The more anticipation, the bigger the payoff when doors open.
5. Offer Exclusive Early-Bird Perks
When you finally let people in, reward them for waiting. This could be a special price, an extra feature, or even just early access. It doesn’t have to be huge, but it should make them feel like they got something others didn’t.
The Takeaway: Scarcity + Social Proof = Demand
At the end of the day, a waitlist is more than just a signup list—it’s a marketing tool that builds buzz, scarcity, and demand all at once. By leveraging the psychology behind a long club queue, you’re priming your customers to see your product as valuable and desirable before it even drops.
So, next time you’re launching a SaaS product or dropping a new item in your ecommerce store, think of the waitlist as your digital line outside the club. Keep it exclusive, keep the excitement alive, and watch demand skyrocket when it’s time to launch.
What’s your take? Have you tried waitlists in your launches, or are you considering it now? Drop your thoughts below, and let’s keep the conversation going!
