How to design an engaging crowdfunding campaign page.
Designing a Kickstarter campaign page for crowdfunding your project can be overwhelming, especially if you're doing it for the first time. Some fresh ideas and key points can help make your Kickstarter campaign page stand out. Here are some tips to use when designing your Kickstarter campaign.
• Keep it simple.
Use only 2-4 different fonts (keep them all in one font family), and make sure they're readable on any device.
• Use large images
Make your images easy for people to see across different devices; don't use tiny pictures or video thumbnails that will be hard for people to click on if they're using their phones or tablets.
• Leave some room
Make sure there's enough space between text blocks so that everything is easy to read without making your readers face a wall of text. Use headers to separate different sections.
• Make it uniquely yours
Logos, colors, and messages should use a consistent brand design across all channels such as your landing page, campaign page, and online store. Consistent branding helps to build trust and develop impressionable memories of your brand and product.
Your Kickstarter campaign should deliver the key points quickly and in simple language. Don't share too much unnecessary information at the beginning of your campaign. When someone reads the project title and subheading, it needs to clearly demonstrate the concept and value of your project.
Use your introductory paragraph to concisely expand on your product information and inform the reader about your motivations for creating your product, what problem it solves, and how it will improve the lives of your users. Be open, honest and to the point.
In the body of your campaign page, avoid lengthy text. Instead break it up using bullet points, subheadings, infographics, and images. Before you publish your campaign, read through your text and try to eliminate unnecessary or repeated words. The idea is to keep it brief so people can grasp what the project is about by simply scanning the project page. Be sure to highlight the unique selling point of your project. Ensure that there are no grammatical errors or typos. Careful editing of your page can make the difference between gaining a backer or losing the reader’s interest.
If you find you are having a hard time with this part of the project, consider hiring a marketing copywriter to help you craft your story or work with an agency that specializes in crowdfunding.
There's no better way to engage with visitors and add excitement than with a compelling video. You can create a video explaining your project, your team, and why people should support your campaign. The video is a must-have for campaigns and its importance should not be overlooked.
Video content is easier to digest than written content, especially if people are unfamiliar with the product or service offered until they see it in action. Try and show the product in real-world applications and demonstrate its value in solving a problem. Don’t forget to design a great video cover photo. This will act as the preview image for your campaign on Kickstarter so it must show off your product in an appealing way.
Although you can make a simple video using a smartphone, the video is so important that you may consider working with a professional video producer and especially one that is familiar with crowdfunding best practices.
Images are one of the things potential backers use to determine the quality of your product and project. Use professional quality images that show off your product’s best features and design.
You need images that will catch the eye of potential backers and keep them engaged long enough for them to learn more about you and your project. The images should help to convince readers that backing your project will be worth their time. Make sure to use at least one graphic or image for each section of the corresponding text.
One way to do this is to use text overlays on images. Also, ensure that the pictures tell a story and viewers can connect with it emotionally. Color psychology can help to create a subconscious effect on potential backers. Use images that reflect your brand's image and values and show the product being used in a specific application. Animations or GIFs can be a great way to demonstrate different modes of the product or special features.
Although it’s a good idea to check out other campaigns to get ideas and inspiration, don’t be afraid to get creative. Some of the most successful campaigns gained traction by standing out from the crowd with unique and creative design elements. Use a section of your campaign to try something new, eye-catching, or funny so that others may want to share it with their friends.
Include testimonials from happy clients on your page if you have had a previous product or campaign. Before potential backers commit their money to the project, they'll be able to see that other people have been satisfied by what you offer.
Urgency isn't something you can force on someone. Build it into the campaign from the beginning. Set a deadline that gives backers plenty of time to support you but also makes them feel like they're getting in on something special before it ends. The best way to do this is by creating incentives for backers who pledge early.
For instance, offer early bird discounts to create a feeling in people that they need to pay today rather than later. It works because it makes people feel like they're getting something special for being an early adopter. The key here is to make sure that you don't overdo it. You can also offer limited edition items that are available for early backers.
If you have earned press coverage, include it on your Kickstarter campaign page. Press mentions can show backers that your project is legit and you have the recognition of professionals. For instance, a company in the tech field can have press mentions from Mashable or CNET that add trust. Include these the logos of the press channel in your campaign that backers will recognize and trust.
Your page should have a timeline of your project and when critical events such as manufacturing and delivery will happen. Be realistic about this as backers will expect things to get done on time. You can support this timeline with images on the campaign page showing the work that has already been done and ongoing developments.
Update your page regularly with images or stretch goals, add-on products, or key news about your project. Create an FAQ and respond to inquiries from backers in a timely manner so that you stay engaged with backers and maintain regular activity on your page.
Your campaign page is one of the most important steps in showing your product to the world. Don’t rush it. Take the time to plan it out and include essential information and elements that engage your visitors, get them excited about your project, and encourage them to pledge. Do your research, make a plan, execute it well and your campaign will be well on its way to success.
