How to Optimize a Kickstarter Campaign Page

November 14, 2014 by

Want to launch a successful Kickstarter campaign for a new product? Take a few notes from Ryan Grepper’s record-setting $13 million campaign for a tricked-out cooler.

Breaking it down to its simplest elements, there’s two parts of the Kickstarter campaign equation: traffic and conversions. Let’s assume you’re a savvy public relations and social media whiz. People are checking out your page. How do you optimize a Kickstarter campaign page to convert those visitors to backers?

Make a Killer Video

Every Kickstarter campaign page should include a video showing the product at work, but that’s just a start. Ryan spent legitimate time and/or money to put together a killer three-and-a-half minute video with text and animation overlay, voice over, advanced cinematography (pans, tilts, zooms, etc), and just a little bit of late-night TV salesmanship. It’s a good looking video that you should emulate on your Kickstarter campaign page.

Visualize the Rewards

Kickstarter lets you list your reward levels in the right column, but you’re limited to text descriptions. In order to really optimize your Kickstarter campaing page for to convert backers, Ryan effectively uses an imitation-coupon image to show you what you get with each reward level. Show, don’t just tell.

Coolest Kickstarter Rewards

Include Pictures, More Pictures and Animated GIFs

The Coolest Cooler Kickstarter campaign page has a dozen product pics plus promo banners. “A picture’s worth a thousand words” is especially true in ecommerce. You can write out your product description, key features, specs and warranties all you want, but what will sell your product is showing it in high-resolution from different angles and in multiple settings and use cases.

I would especially like to compliment Ryan for his use of animated GIFs. It gives you the opportunity to throw a few extra “videos” on your Kickstarter campaign page.

Set Expectations with Manufacturing Timeline

As futurist-industrialist Elon Musk laments, people don’t understand how hard it is manufacture something. If you’re in the enviable position of generating more demand on Kickstarter than you imagined, don’t be one of the 84% of Kickstarter projects that shipped late.

Ryan does a great job of setting expectations by providing a detailed, months-long manufacturing timeline. This serves the dual purpose of setting expectations and giving Ryan an opportunity to hit up his list with manufacturing update emails, a great opportunity to up-sell.

Answer Questions and Post Them to FAQ Section

If 62,642 backers are going to pony up for your Kickstarter product, they might have a few questions. Make sure you are answering them promptly and putting the most asked questions on your campaign page. This makes you look more engaged, provides extra content and secures backer confidence. It also lets your optimize your campaign page over time, adding extra content as inquiries arise.

Last But Not Least, You!

Tell your story from the heart. People are looking to Kickstarter for unique products that they can’t find at big box stores. They’re also looking to back a real person instead of buying from a faceless entity. Ryan does a great job of describing his personal background, telling the story of his product, and putting himself out there in video, pictures and words.

Fundraise Like It’s a Full-Time Job

You’ve optimized your Kickstarter campaign page by following the above on-page tactics. This will help with conversions once backers see your page. In order to launch a successful Kickstarter campaign, you’ll have to spread the word. Get your public relations and social strategy in place and start telling the world your story. And don’t forget to tell your Grandma. She’s good for the $25 level for sure.