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How to Build a Killer Kickstarter Landing Page

Published by Salvador Briggman. Find him on Twitter.

There’s no question about it… an effective landing page is going to drastically boost the amount of money that you raise on Kickstarter.

Let’s be clear, I’m referring to a landing page that you use to build an email list before you go live on Kickstarter.

Why is it so darn powerful? 

Because it eliminates spill over.

Visitors who come to that landing page can only do ONE thing.

They can either:

  1. Opt-in to your email list.
  2. Hit the back button.
  3. Close the browser window.

This clarity of result makes it SO MUCH easier to optimize the landing page for the conversion that you care about… in this case, that’s email signups.

You can test how a new video impact your conversion rates. You can even test how changing the headline, body, or images on the page impacts the number of signups that you get.

So how do you go about building this all powerful landing page? Is it hard to do?

Thankfully, there is now software out there that makes it dead simple to set up a professional and conversion-optimized landing page.

I’m talking about Leadpages, the best landing page builder out there. Once you sign up for the software, you’ll be able to choose from a variety of templates to set up a landing page in a matter of minutes.

This is a heck of a lot easier than designing an entire new webpage from scratch!

Now… you don’t have to use Leadpages. There are many other software solutions out there.

I just personally use their software and find it simple to navigate.

Once you have chosen a software tool that you’re going use to set up your landing page, then it’s time to talk about crafting a page that converts visitors into email subscribers.

1. Your initial image is EVERYTHING

Human beings are lazy visual creatures (kind of ironic, seeing as I’m writing out a long blog post).

We like to get a quick idea of what something is or how something works.

The fastest way to convey an idea or concept to someone else is with a compelling image. On a previous post, we showed how My Canoe created a beautiful landing page.

Immediately, you can get an idea of what the product is and how you can use it.

In fact, this image almost “paints a picture” in your mind as to how you might enjoy using it after a long day at work on a Friday.

You’re enjoying your hard-earned weekend out on the calming water.

It goes without saying, but this should be a high resolution image that makes the product look good. By the way, they ended up taking out the extraneous links on the page to optimize it.

2. Your Headline Is Ridiculously Important

Aside from the image, the headline is the MOST important aspect of your landing page. i

For the most part, online visitors will scan your website. They’ll look for big headlines to give them a snapshot of what message you’re trying to convey.

I’m sure that even with this blog post, YOUR eyes naturally gravitate towards the headlines on the page before you started reading the text.

The landing page that I showed above of My Canoe succinctly communicates the product’s value proposition: connivence.

As another example, we can take the Arsenal Kickstarter campaign which has raised $1,320,675 thus far on the platform, and is probably going to raise even more.

Let’s take a look at their landing page.

As with the last page, the first thing that you see is the product. From the image, we instantly know that:

  1. This is a photography accessory. (observable).
  2. You can use it to take beautiful photos (implied).

The next thing that we immediately see is the text “Meet Arsenal, the AI photography assistant.”

While this doesn’t explain the product in it’s entirety, it does strongly hint at what you can do with the product.

The value proposition is similar to the last project: convenience. This product will make it easier to do whatever you do. That is the role of an “assistant.”

3. Use Emotion-Centric Language

This is probably the hardest for the engineers in the audience. I find that engineering types tend to shy away from emotion-centric language and stick to logical appeals. Of course, this is just my experience.

Let’s take a look at Arsenal’s next message, which is also coupled with a photo.

Pay attention to what your eyes gravitate towards as you consume the page. Personally, my eyes first gravitated to the headline “unlock your camera’s potential.”

I then took a look at the background image, showing a smartphone controlling the camera.

Finally, I consumed the text underneath the initial headline and was tempted to “watch the video” to see if it held up to the “claim.”

There are a lot of things that I want to break down here. The initial headline “unlock your camera’s potential” has the underlying message that you’re NOT taking advantage of your camera’s potential.

In other words, you’re missing out.

This is an emotion. As a pro or even a hobbyist, you don’t want to feel like you’re missing out on key performance. It creates a sense of unease.

The next bit of the message has some key phrasing like “in any condition,” “state of the art learning” and “take complete control.”

“In any condition” obviously means that you can use this product anywhere. It’s not going to be some ultra specific bit of machinery. It’s going to become a part of your regular use, therefore it’s worth your time.

“State of the art learning” means that for some reason, this technology was NOT available before, which is why you couldn’t use it. It’s NEW. That’s the reason why you should pay attention to it.

“Take complete control” transfers the feeling that you will finally “master” the expensive camera that you’ve purchased. It also indicates that with so many complex dials, you might currently feel overwhelmed with your.

Dangling this emotion in front of you makes you want to learn more. We all like to feel like we’re “taking control” of anything, whether it’s our camera or our life.

Lastly, the image is just another example of how YOU could use the camera. It gets you thinking about all the different locations where you can take beautiful photos.

As you can see, there were a lot of subtle emotional triggers in this second point. It appealed to your relationship to photography, along with your prior experience with cameras.

4. Present the Offer and Persuade of Its Value

The offer simply refers to what you’re offering to the website visitor.

If it’s a product-centric campaign, you might make a promise that your product can DO something. Your product can cause some specific result.

You would then demonstrate a bit of that offer, or at the very least, tease it.

Typically, this takes the form of either a video, more images, or bullet points that go through the benefits. Basically, you’re convincing the prospect that the product does what it says it’s going to do.

Since we’ve been doing a lot of traditional products, let’s take more of an entertainment product as an example, the Pathfinder: Kingmaker campaign, which has raised $411,624 on Kickstarter.

The initial photo for this campaign communicates fun, adventure, and gives you a quick idea of what genera the game is. You can see it below.

After this initial introduction, there is an email sign-up box. Then, the team launches into some of the things that you can expect from playing the game.

The offer is that this game is going to be entertaining, fun, and adventurous. With this landing page, the creators are backing up this offer with some of the things that you can expect to be able to do to realize this vision.

Of course, you’d have to check out the full Kickstarter pitch video for all of the information, but it gives you a tease of what’s to come and more of a reason to get on the email list to be notified when it comes out.

5. Sell the Call-To-Action!

When you’re trying to build up an email list, the call to action is going to be to subscribe to the email list.

However, you probably wouldn’t use that exact text. You might also offer a lead magnet, like something free that the individual will gain access to.

In the example of the Arsenal Kickstarter campaign, the call to action messaged the discount that early backers will receive. You can see their message below.

You don’t just have to stress the discount that early backers will get. You could do a giveaway leading up to the campaign. You could offer access to insider content, and more.

All of the points that you make on the landing page should ultimately support the final call-to-action. If the product is going to be expensive, because it’s revolutionary, then a discount is a compelling reason to sign up.

6. Get Started Now

The faster that you start this process, the better.

That way, you’ll begin to get key data about your potential backers.

You’ll see the number of people that sign up to your email list. You’ll see how many visitors it takes to generate one email subscriber.

By using a simple tool like Leadpages, you’ll begin to quickly grow your email list leading up to the launch of your Kickstarter campaign.

That way, when you launch, you’ll have a whole bunch of raving fans who back your project on the first day!

I hope you’ve enjoyed this blog post. Let me know if you have any questions below. Also, I am an affiliate for Leadpages, as I use them myself, and this post contains affiliate links.

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  • Roos van Woudenberg

    Hi, I read a lot about these landing pages and have made one myself, posted it in relevant FB groups and had 60 sign-ups which I was happy with. But where else would you post the link to your landing page?How do people find it?

    • CrowdCrux

      Website Traffic. Social Media. Live events. Paid advertisements.

  • Ria O’Donnell

    It’s you again! Everywhere I look for quality Kickstarter info seems to lead me to you. I’m planning my landing page and this is the best (one of the only) articles I found. Great advice on the landing page, I’ll be implementing it tomorrow. Thank you!