Glossary
What is a launch checklist?
A launch checklist is a list of everything a team needs ready before, during and after a product launch: the product, the site, tracking, launch assets, directory submissions, emails and the people on duty. It stops launch-day surprises such as a broken sign-up or missing analytics.
Before launch
- Sign-up, onboarding and payment work on desktop and mobile.
- Analytics, conversion events and UTM parameters set up.
- Landing page states the job, audience and pricing.
- Launch assets: Launch tagline, launch gallery, demo video, logo, descriptions in three lengths.
- Launch plan with dates for each platform and directory.
- Emails written: launch announcement, onboarding, follow-up.
- A press kit page.
On launch day
- Post the first comment when you go live.
- Someone replying to comments at all times.
- Monitor errors and sign-ups; fix fast.
- Share with your audience in the planned order.
After launch
- Thank-you and recap email.
- Badges added if you placed.
- Directory submissions continued from the plan, logged in a submission tracker.
- Review what each channel brought.
Our software product launch checklist and launch readiness checklist go item by item.
Example
A team runs through its checklist the night before and finds the sign-up form fails on Safari. Fixing it took ten minutes; finding it on launch day would have cost a third of the visitors.
FAQ
What's most often forgotten on launch day?
Analytics and conversion tracking, and testing sign-up on mobile.
How early should I start the checklist?
Two to four weeks before launch day.
Does a launch checklist include directories?
Yes: the copy and media for them, and the order and dates you'll submit.