How to Build a Killer Kickstarter Campaign Page

You've already created your Kickstarter page, now it's all set up and everyone can see your campaign.

Once you've done that, you start driving traffic into your campaign page through your landing page, here's where people will start interacting and visualizing your crowdfunding page.

If you're landing page is well done and effective, you can expect hoards of people coming into your Kickstarter. You must think ''Wow that's amazing, finally I've made it'', well, it's not that easy.

What you should aspire to is not just people going to see your page, but people that interact with your page, so you want a Kickstarter page that converts, only that will generate some sales.

Thus said it’s important to optimize your Kickstarter page for conversions with tried and tested practices. Today we will talk about some key elements for your page to make sure that you’re enticing people to back, not just scroll into your page.

Before reading the article...

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1. TRIGGER BACKER'S PSYCHOLOGY

One of the most important things to do when advertising a product is to understand your potential backer's psychology. Will your product create emotion in them? Will it create a need? Will it be desirable? These are questions that you may ask yourself before starting to advertise your campaign.

What's important to know is that in today's marketplace, people tend to buy following their emotions rather than their logic. And even if you have the perfect product with great features, high-quality materials, these things alone may not entice someone to buy.

When people will come to your page they will need to feel something: curiosity, excitement, laugh any kind of emotion will do, anything that will avoid people entering your page and then leaving without any emotion.

Usually, this is not an easy thing to do, but if you know your buyer persona, their interests you should know what could grab their attention. Let's apply this formula to your Kickstarter video, as we've already seen in this article, the first 10 seconds of your video are crucial to send an immediate emotional message, you could create a ''shock'' feeling, a ''relatable'' feeling, and so on...

After you're focused enough on the backer's emotional state, then you will deliver much logical information that justifies people to back your project. Most of our buying decisions are made with our subconscious lead through emotions, once you've targeted that instinct you'll see more interested people interact with your campaign.

2. CATCHY IMAGES AND TEXTS

Nothing could be more eye-catching than a great and creative image describing your product, that's the most immediate and effective feature on your campaign page, aside from your video.

Your main product image is called hero image, and that should both impress and convince potential backers that they need that product. That's where you should use the picture that best represents your product or campaign, not some simple graphics that you find on your computer.

Your image should be:

- Clear: no extra colors, extra images, show your product only.
- High Quality: it goes without saying, choose the picture that add a spark to your product.
- Easy to Understand: make it easy and immediate, show just the product
- Representing your Vision: you should convey all your vision into an image using colors, fonts and pictures that represent it best.

After choosing the best catchy image it's time to work with amazing texts inside both your image and your campaign page.

We know that your project may have a lot of feature, behind the scenes, long story and so on... but you don't have to include everything into your campaign page, it will cause big mess and people won't probably get what you're selling and what should they do.

As you may know: less is more, and you would want to apply that to your campaign page texts, make it easy for your backers to understand your product offering using: eye catching headlines, subheadlines, and bullet points. It may seem not enough to describe your product, but trust me, it is.

Even if you don't have a big budget making texts is easy and creative, write what would push you to buy a product, that will work, or just get inspired by big Kickstarter campaigns, there are plenty! If you could invest into a creative agency to write your copy, that would surely lead to more conversions, so think about it!

Here's some examples of my clients campaign images and texts that will help understand what to do, here's Frescopod and Astronic Watches.

See how their images are clear and high quality and the text is concise and immediate. They explain in 1 or 2 line what the product is about and they manage to grab your attention!

3. CREATE ''MUST-HAVE'' REWARDS

Having catchy and desirable rewards on your campaign page is fundamental to create conversions and make potential backers buy your products. We've already talked about how to make your rewards on this article and we're going to see what are the key principles to make them the right way.

- Make rewards for everyone: After doing market research make the right reward pricing considering also to add less expensive rewards to make backers support your crowdfunding, starting with a $5 rewards for example, don't underestimate backer's that just want to feel part of something!

- Less is more: Just like we said before, choose a maximum of 8 reward tier and don't overwhelm your potential backers with million choices.

- Create ''scarcity'': When backers see that there are a limited amount of products left they will act immediately and probably back it. On Kickstarter you can display the items left, backers would not want to miss out this opportunity.

- Include add-ons: Give your backers the possibility to make a larger purchase, with add-ons they could have complementary products to the original one, make buyers feel the need of having it to complete the purchase in the most effective way.

After following these tips your reward section is not set and done, and that should entice people into backing your project more.

Look at some rewards examples from my client Frescopod, you can see the symbolic $1 pledge, to make everyone participate, every dollar counts and the ''limited items'' reward with add-ons.

4. CREATE A NEED IN YOUR BACKERS

Most of the time products get sold because they solve a problem and they generate a need into buyers minds, even if they weren't thinking about that problem before.

That's what should happen the minute people will walk into your campaign page, they will feel that your product is solving a life hack, we've already talked about that in the most successful Kickstarter videos, because their video structure was: showing a problem, how does it affect your everyday life and how my product can solve it.

Now that backers are inside your page you should outline a problem and how your product can solve it, do it inside your campaign video, in your headline, in your images and GIFs.

Here's what you can do.

As we said before you should create an emotional response, propose hypothetical life scenarios where the problem occurs, what consequences are there, how this problem is affecting people's lives etc...

After that, you will have the chance to solve the problem by presenting your product. Now your potential backer will think about it as a way to make their life better, and they will probably feel the need to back it.

WRAPPING IT UP

This is it for today, make sure to follow these tips in order to make your Kickstarter page convert like crazy!

A crowdfunding launch requires a lot of hard work and sacrifices, but I'm sure that it will be worth it in order to start making your dream project come true.

Always remember that before launching your project you will need to analyze and prepare your pre-launch phase to launch your first product, I’ve got you covered with my crowdfunding pre-launch free e-book called ''3 steps to success on Kickstarter and Indiegogo''. 

As always make sure to subscribe to my channel to stay updated on fresh new content that I’m gonna drop there.

Ciao ciao! 

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