Waiting List
Create a numbered waiting list where interested users can drop their e-mail addresses. Optionally gamify moving up in the list.
What is Waiting List?
A Waiting List experiment is a pre-launch validation technique where entrepreneurs create a simple landing page inviting potential customers to join a numbered queue for early access to their product or service. Users provide their email addresses to secure their position, creating a measurable indicator of genuine market demand before investing in full product development. This approach transforms abstract interest into concrete commitment, as people are willing to share contact information and wait for something they truly value.
The technique becomes particularly powerful when gamified elements are added, such as allowing users to move up the list by referring friends, sharing on social media, or completing specific actions. This viral component can significantly amplify reach while providing additional validation metrics. The numbered positioning creates psychological urgency and social proof, as users can see how many people are ahead of them and joining behind them, reinforcing the perceived value of the upcoming offering.
When to Use This Experiment
- Pre-product development phase when you have a concept but need validation before building
- B2C or B2B products with clear target audiences who can be reached through digital marketing
- When testing price sensitivity by offering different tiers or early-bird pricing to list members
- For products with network effects where user referrals and social sharing are important
- When you have 3-6 months before planned launch and want to build anticipation
- Testing market size in specific geographic regions or demographic segments
- For subscription-based services or products with recurring revenue models
- When competitors exist but you believe you have a differentiated value proposition
How to Run This Experiment
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Create a compelling landing page with clear value proposition, product benefits, and prominent email signup form. Include a counter showing current list position and total signups.
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Set up email capture infrastructure using tools like Mailchimp, ConvertKit, or custom solutions. Ensure GDPR compliance and include clear privacy policies.
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Design gamification mechanics such as social sharing bonuses (move up 5 spots for each referral), milestone rewards, or exclusive content for top positions.
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Launch targeted marketing campaigns across relevant channels - social media ads, content marketing, influencer partnerships, or PR outreach to your target audience.
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Monitor and analyze key metrics including signup rate, referral rate, email open rates, geographic distribution, and user engagement with follow-up communications.
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Engage your waiting list regularly with development updates, behind-the-scenes content, surveys for feature feedback, and exclusive previews to maintain interest.
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Test conversion willingness by sending surveys about pricing, features, or offering limited early access to measure how many actually convert from interest to purchase intent.
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Evaluate results and iterate based on signup velocity, engagement metrics, and feedback to refine your value proposition before full launch.
Pros and Cons
Pros
- Low development cost - Requires only a landing page and email system rather than full product development
- Quantifiable demand signals - Provides concrete numbers on market interest and realistic sizing estimates
- Built-in marketing channel - Creates a qualified audience ready for launch communications and early sales
- Viral growth potential - Gamification elements can drive organic user acquisition through referrals
- Risk mitigation - Validates demand before significant resource investment in product development
Cons
- No revenue validation - Email signups don't guarantee actual purchase behavior when product launches
- Expectation management required - Long waiting periods can lead to user frustration and list abandonment
- Limited feature feedback - Difficult to validate specific product features without a working prototype
- Market timing sensitivity - Interest may wane if market conditions change during the waiting period
- Conversion uncertainty - High signup rates don't always translate to proportional sales conversion rates
Real-World Examples
Robinhood famously used a gamified waiting list before launching their commission-free trading app, allowing users to move up by referring friends. They accumulated over 1 million signups before launch, validating massive demand for disrupted stock trading and creating a ready customer base that contributed to their explosive early growth.
Superhuman employed a waiting list strategy for their premium email client, maintaining exclusivity while gathering user feedback during their private beta phase. The list helped them validate their $30/month pricing point and identify their core user persona of busy executives and entrepreneurs who valued email efficiency.
OnePlus leveraged waiting lists and invitation systems for their early smartphone launches, creating artificial scarcity that drove massive demand validation. Their approach proved consumers would wait months for high-spec phones at lower prices, validating their market positioning against established players like Apple and Samsung.