The importance of a soft launch!

The importance of a soft launch!

Emmet Murray | 22/09/2011

For those who are unaware of what a website or web application soft launch is, it can be seen to  help rollout new features, test or tweak a design (or possible redesign) allowing a design which users dislike to be quietly retired or augmented. Changes can also be made to increase the functionality of the website, debug unforseen UI issues and respond to user requests. At least that’s the definition according to the “gospel” that is Wikipedia.

The soft launch obviously precedes the hard launch, and is usually deployed to a select and limited number of users. Some clients choose not to opt for a soft launch due to time/cost restrictions, but I personally see it a vital part of the development cycle.

The major benefits can be:

• Testing the response to the new site from existing customers before attempting to expand your customer base   
• Beta testing of the site/application by non-developers and more importantly target customers, can unveil bugs in the system which had been previously overlooked during the developer testing phase,
• Allow the client to react to customer demands quickly and effectively, before the cost off a mass launch,
• Creating “buzz” using a step by step launch, for example introducing new site features incrementally as oppose to all at once. The user/customer may then feel they are getting added benefit and find the site worth returning to.
• In terms of a marketing strategy, having numerous announcements /deployments over a period of time can gather more interest and product  knowledge than just one large launch message.
• Allow time for your site to be indexed by search engines before the hard launch, as this can take up to a couple of weeks.

9 times out of 10, on every project, there will be some design or interface issues that need to be ironed out after the website has been live and functional in the real world. I believe a soft launch helps catch most of these issues and thus ultimately enhances the end user experience.

tags: Web Development