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The Kickstarter or Indiegogo Campaign Template That Drives High Conversions

06.11.2021

Welcome to the third article of the crowdfunding campaign promotion sequence. If you missed out our previous articles, we shared some really actionable tips and hacks for crowdfunding research and how you can start your campaign on Kickstarter and Indiegogo. Now is the time to understand our campaign page and get a more indepth understanding of our Kickstarter and Indiegogo campaign template. 

The crowdfunding campaign page is your product’s official visit card. The more organized, informative, and creative it is the higher are the chances for your campaign to get more conversions.

We’ve already gone through the crowdfunding research tricks and tactics, understood how to start a Kickstarter campaign, and how the pre-launch stage of our campaign is supposed to be. Now is the time to understand how we can make the campaign page shine.

What if you could create a crowdfunding campaign page in less than 1 hour, without any prior skills, knowledge, or experience? Some people might call it easy or even impossible. But how about having the campaign template at hand at all times?

The following article will dive deep and help you understand how we are running campaigns, and how we are managing them.

The current Kickstarter and Indiegogo campaign template is designed for creators, product owners, marketing specialists, and anyone else who needs a template to start their crowdfunding campaign quickly. The template includes banner images, text blocks, and more so that you don’t have to spend hours designing your page from scratch.

It’s the bridge between your product and your potential backers. The steps described below will help you effectively organize the information on your page to ensure the highest conversion rates for your product.

Okay, shall we all proceed?

Tip #58. Create a page that has a logical flow

Analyzing various campaigns on crowdfunding platforms, we’ve noticed a common mistake pattern that creators tend to do. They just have tons of videos, testimonials, and information on one page with no proper order or prioritizing. This will confuse your campaign page visitors and also make it difficult for them to find what they really want.

The Kickstarter or Indiegogo campaign template that we’re going to go over today is there to help you better understand the initial order of your page sections. While this is a guide for you, it’s not one-fits-all formula —

— each product dictates its own logic.

For instance, in the case of FUELL Fluid, we started with the introduction of the team to emphasize the ebike was designed by the legendary Harley-Davidson engineer Erik Buell. Whereas in the case of Pico, we went directly into the problem/solution of the product.

The ultimate goal should be to present the product in the simplest, most understandable and logical way so that all site visitors get the message you wanted them to receive immediately.

Once you’re done with this, focus on the marketing and design elements to make the best out of your page

Apply the Best Marketing Principles

Marketing can make or break your product, that’s why you should do it right. Don’t tell people what your product is about — show them that it is a game-changer.

 Tip #59. Play it smart — the smaller your goal, the better

Setting the funding goal is probably one of the most important moments when creating your crowdfunding campaign. After all, the only thing you want is to reach your goal, but do your potential backers really need to know what your real goal is? Probably not.

The secret is that people are more likely to invest in a project which has been funded successfully and already exceeded its goal 10 times over.

smart goals

Nobody wants to take the risk and back something that is only 10% funded…

And the main thing that tells the backer that your campaign is successful is the bar which shows how close you are to your goal. So, set it to $25K and reach $2.5M to make your campaign more attractive by keeping your funding bar green.

Tip #60. Create unique content for your page

Though we are here to offer you the Kickstarter/Indiegogo campaign template we’ve developed and fine tuned for through different campaigns, you are the one who decides how the storytelling will flow on your campaign page.

Make it as interesting and engaging as possible. One of the ways to do this is to personalize the storytelling and write as if the user of the product tells their story.

We’ve had highly technical campaigns that sold purely on the features of the product. But we’ve also had highly emotional campaigns that told a story from the perspective of a dog, or a child.

unique content

Don’t limit your imagination here, but make sure that whatever approach you take, it matches your brand’s voice, and what your audience expects to hear.

Tip #61. Showcase the benefits rather than the features of your product

Working with creators from different nitches and analyzing our own campaign templates over and over, we bumped into one conclusion — way too often creators are so much informed about their product, that they end up getting covering product features…

It’s waterproof and durable, it has over 100 cu. in. of space, it has a UV light in the 260-270nm wavelength range…

I’m sorry to tell you, but nobody cares. Why?

Because they care about themselves. And how your product can benefit them. Let me show you some examples of how you can turn your features into benefits for your audience:

  • Waterproof & Durable -> You can take it anywhere, you’ll never get caught stranded in the rain, you don’t need to worry about it getting damaged and buying a new one.
  • It’s large -> Carry all your precious belongings, leave nothing behind.
  • It’s small -> Slide it into your pocket, even on those slimmest jeans.
  • 3 colors -> You get to choose your style

Simple? Sure. But very effective.

Tip #62. Speak to your audience of one

A common mistake among novices is to make the page about themselves or their product.

But just like you turned your product’s features into benefits, remember who you did that for… your end user!

All the research you did in the early stages, gave you insights into who that ideal buyer is. Now’s the time to use it.

But don’t take it too far and end up preaching to a crowd of 1,000. No. Think about how you’d tell your friend about a cool product you just found. How would you tell them? What would you emphasize? What would they want to hear?

Be friendly, casual, informative, persuasive… and show that one friend of yours how this product will actually help them out.

Tip #63. Include a comparison chart

Is your product better than the competition?

Show your backers!

A well-structured comparison chart is the most effective way to show the obvious advantages of your product against that of your competitors.

Maybe don’t include everything, but make sure to have a few instances where your product is worse than the competition, to make it more credible for your leads.

Have your product stand out with a different color, and be sure it comes out on top!

Here’s one example from the Albicchiere campaign.

comparison-chart

Look at how we compare it with D-Vine and PLUM using different features.

Tip #64. Add a technical specifications chart

If your product is technical — and even if it isn’t — including a technical specifications chart on your page is a good way to inform your backers of all those details you can’t expand upon in the body copy.

Weight, size, materials. Battery life, processing power, included cables. Color, ports, distance.

You’d be surprised at all the minor details your backers want to know. So be as detailed as possible.

And as not all of your audience will be from USA, add in the metric measurements as well.

Here’s an example from FUELL Fluid’s page:

tech chart

As you can see, it includes all the main technical characteristics of the ebike that backers need to know, expressed in metric measurements as well.

Tip #65. Show your media mentions

If authoritative media outlets are talking about your product, you should, no, you MUST let your backers know about that.

Include their logos, quotes from the articles, and even links to them — if they’re from top media outlets.

This gives your product much-needed social proof. As lots of people who visit your page may have been burned before by failed campaigns, and having the press talk about you adds a certain level of assurance to your campaign.

Tip #66. Include customer testimonials to improve your product’s credibility

Have you run a test production locally? Have you given it to your friends to try? Maybe this is your second campaign?

People tend to listen to others’ opinions when buying a product, so make sure to include the feedback of other users about your product on your page.

Like the press mentions, this adds credibility and social proof to your campaign — and gives visitors a voice to hear like their own.

Here’s an example from KittySpring’s Indiegogo page:

customer testimonial

These social media testimonials from real people are really persuasive and powerful.

Tip #67. Introduce your story and your team

Crowdfunding is interesting in this respect, and different to regular e-commerce.

Backers are interested in helping you, the creator, bring your vision to life.

Don’t hide behind a company name or your product. Be proud that you’re the person creating this, and include your story, alongside pictures of your team.

It lets your backers know that you’re real people, it adds a much-needed human element to your page, it makes you relatable — after all, you share the same problem with your backers — and it stops you from being a stranger.

This is especially important if you have a renowned team member, but is equally powerful even if you’re unknown.

Tip #68. Offer guarantees

Crowdfunding campaigns often fail. And backers are wary of this fact. They don’t want to put money into something that won’t deliver, or will be a poor substitute for what you idealized on the page.

That’s why you should include satisfaction guarantees and guaranteed delivery badges.

The first one is a kind of return policy, that gives backers some time — 1-3 months — to try out your product. If they’re not completely satisfied, they can send the product back to you for a full refund.

And the self-evident guaranteed delivery implies that if you don’t ship the product, you’ll send all your backers their money back.

Both these badges minimize the risk of buying your product for your backers. In fact, they can significantly increase the conversion rate. This was exactly the case when we added the badges on the page of one of our products — Winston.

And contrary to popular belief — not that many backers will ask for a refund. With enough time to try out your product in a relaxed environment, backers aren’t rushing to find flaws with your product, but enjoy using it instead!

Note: Don’t include these if you’re not planning on upholding them. The crowdfunding ecosystem relies on trust, and this should not be abused.

Tip #69. Get tracking set up on your campaign page

Make sure to integrate your campaign page with Google Analytics, which is the best tool to easily track your conversions and user behavior. It can be used both on Kickstarter and Indiegogo.

Another useful tool is the Facebook Pixel. It collects data that helps you measure, optimize and build audiences for your campaigns, also by means of retargeting to people who have already taken some kind of action on your page.

Note: Facebook Pixel is only compatible with Indiegogo.

Tip #70. Use countdowns to create a sense of urgency

If you know you have a year to make a decision, you’ll put it off — there are more immediate choices you need to make!

The same logic applies with purchases. And just like Amazon always seems to only have 4 items left, so too do you need to push your backers to take specific action right away.

There are many reasons why prices might go up. You might have only planned for a limited production run, or you’re producing the first 1,000 items at a loss to break into the market.

So, set yourself goals — raised amount, number of backers, time passed — and when you reach them, add a timer and let backers know that prices will be going up soon.

This is an added incentive for new visitors to the page who are already interested in buying your product, to not put it off until next week, but get in there fast!

Note: As with the guarantees, don’t add the badge to your campaign if you’re not planning on increasing your prices. Backers will realize, feel cheated, and refund.

For example, you can use this kind of gif:

countdown

Or this kind of badge on your perks:

Design elements

People soak up visual content like a sponge. Do not refrain from spending time, energy, and resources on crafting designs that sell. Unique and thoughtful design does pay off when it comes to your page conversions.

Tip #71. Use only high-quality photos

The better your page, the more conversions it can bring. High quality images make your product visually attractive and much more likely to be noticed.

By saying high quality we mean both the quality of the photo and its aesthetic.

For instance, compare the images of PooPail below:

high quality photo

poopail

Both feature the product but the second one is much more appealing as it shows PooPail from a closer view and against a proper background that doesn’t hinder the view.

Tip #72. Describe your product maximally well in your photos and videos.

You should make it possible for your potential backers to learn about your product merely from looking at the pictures. Therefore, your pictures should reflect the key features of your product and show them in the best light.

Pay special attention to the first picture on your page — it is the most influential one and should thus maximally express the market positioning of your product.

Tip #73. Include short GIFs on your page

GIFs add liveliness and interactivity to your page, contributing to its better performance. But to avoid overloading the page, keep your GIFs short: they should not exceed 2 MB.

Consider the example of this GIF from terraplanter’s page:

https://ksr-ugc.imgix.net/assets/028/152/957/ee2894c8d1acbb6fede88aa27f5252b9_original.gif?ixlib=rb-2.1.0&w=680&fit=max&v=1582136604&auto=format&gif-q=50&q=92&s=9d555db79f56ed7fd7e3daaf61ebf1c2

The 1.8 MB GIF is informative, attractive and doesn’t overload the page at all.

Tip #74. Be super concise in your texts

People are lazy creatures, who would rather look at visuals than read lengthy texts. In fact, research shows that content containing visuals performs much better than only the textual one.

So our TCF Kickstarter/Indiegogo campaign tempalte states “when delivering your message to page visitors, try to provide maximum information with minimal text and lots of visuals”.We always tend to make the pages short, with descriptive headlines and self-explanatory visuals.

Tip #75. Don’t overload your page with disorganized content

A page overloaded with disorganized content is like an untidy room: there is not much space to move and you don’t want to spend much time there.

In fact, 90% of crowdfunding campaign pages face this problem: On many of them, you can notice that the titles are too close to the body text or pictures, which makes it hard to group the information in mind.

For instance, look at the following Indiegogo campaign template examples from Bed Botixs:

personal wakeup service

Here the text and the image are too close to each other, which makes it visually hard to process the information.

In another part of the page, there seems to be an overload of photos, which are not separated by any text. This also makes it hard for the reader to follow the logic of the message on the page.

wakeup service

Tip #76. Add 3-4 ‘Chat with Us’ buttons throughout your page

Within the past year we’ve upgraded the campaign template with a fe functional and highly converting buttons, one of them being Chat with Us.

The Chat with us buttons are the best way to bring customer support right to your page and convert your potential customers really fast. They give your backers confidence that they can get help from you whenever they need.

chat button

The button will lead your visitors to Messenger and give them a chance to connect with you directly.

Tip #77. Include interactive CTA buttons

Your CTA buttons can be in the form of GIFs or include interactive elements such as a finger. This is an excellent way to urge your customers to click on it.

Look at these kinds of buttons on the PooPail page.

chat with us

Both the message button and the text “We are Live 24/7” are moving, grabbing the reader’s attention and reminding them of the chance to connect directly to the seller.

On the Albicchiere page, we found a creative solution for the CTA button, which is continuously filled with wine, just like an empty glass.

chat with us

And here’s another creative CTA button from Mochi:

we are online

The hand continuously clicking on the button is pretty tempting and makes you imitate the movement and click on it.

Tip #78. Add share buttons to your page

Many campaigns make the mistake of adding their social media page buttons at the bottom (or throughout) their campaign page.

The traffic for these is essentially non-existent, and is pretty much useless for your campaign.

A more useful way to use your social media presence on your campaign page is to include share buttons. Visitors will share your campaign and bring more traffic to your page.

Tip #79. Add a ‘Press Kit’ button to your page

When scrolling over campaigns you’d notice that some of them have special sections devoted to media outreach.

Our tested Kickstarter/Indiegogo campaign template states that you do not need an extra section for media.

The clickable button leading to your press kit will make the whole information about your product easily accessible to journalists. Check out Tip #103 for more details on what to include in the press kit.

For faster accessibility, you can also add a QR code to your Press Kit, as we did for KittySpring.

press kit

Tip #80. Maintain consistency on your page

If you have chosen a certain style for your titles (e.g. uppercase writing, underlined, etc.), stick to it throughout your page to avoid confusion.

For instance, on our PooPail page, all our titles were uppercase and underlined with the help of a beautiful design solution.

meet poopail

poopail

poop at a time

Note that even if the lines are not the same, they all stick to the same style, appearing under the titles written with uppercase.

As for the Kittyspring page, here we found a unique way to convey the message of the titles through a cat language in the thought cloud and human language under it. We kept this style consistent throughout the page.

kittyspring

kittyspring kickstarter

kickstarter kitty spring

As you can see, consistency in design creates a certain pattern in the readers’ mind and makes the message easier to understand.

Perks & Rewards

Rewards or perks — depending on the platform — are the best way to thank your backers for their contribution and give them something in return.

But everything is not that straightforward.

Once you reach the perks/rewards, you start wondering how much you should offer, in what way, how you can play around the perks/rewards to get the best out of them, etc.

Well, we’ve got answers to all your questions. Just read the tips below to learn the best strategies for perks/rewards.

Tip #81. Keep the quantities low.

Limit the number of rewards you offer at some levels to create a buzz. Your backers will see the reward/perk is selling out fast and start converting quickly.

Tip #82. Don’t offer too much at once.

If your product comes in five variations — five seasons of your film or five levels of your game — don’t offer all five at once. Instead, start with one or two variations and introduce other options as stretch goals.

Tip #83. Automate your rewards with Perkfection

Perkfection is a tool that automatically tops up your rewards when they are reaching out to their limits. Keeping the quantities low is a great way to increase the conversion rate on the campaign page. Once the rewards reach 1-2, Perkfection automatically increases their number by 2 or 3, thus keeping the number of remaining rewards always low with no effort from your side.

increase conversion

We have used Perkfection to keep the rewards always low for our project PICO. This helped us increase the conversion rate on the page by 33% and raise more than $1.4 million on Kickstarter.

Tip #84. Use high quality and maximally descriptive pictures for your Indiegogo perks

Though Indiegogo recommends that the prices and other information not be displayed on the perks, you can follow these tips to make your perk section attractive:

  • When possible, show the number of perks in pictures. That is, instead of writing 2x, show 2 of your products in pictures so that your potential backers can get an idea about the reward number without even reading the text.

Compare the two images below from zLight and KittySpring:

As you can see the first one only mentions x3 zLights, while the second one is much easier to understand showing three KittySprings right away.

  • In the perks section clearly mention important information about your product, e.g. whether it ships worldwide or to specific countries, whether it’s a limited time offer, etc. This will help you increase your conversions.poopail perk

Tip #85. Include images of the rewards/perks on your page

In addition to the rewards/perks section of your Kickstarter/Indiegogo page, we also recommend placing the images of your rewards/perks on your page. That image should show your product using contrast. Also, the copy on the image should follow a certain structure::

  1. Mention the product price and discount
  2. Add the name of your reward
  3. Note what’s included

igg special price

In fact, the order of points 2 and 3 can be changed. For instance, there are cases when the ‘What’s included’ section is more important than the reward name.

If you are using Kickstarter, you can also make your rewards clickable by adding the corresponding link to the picture.

Another important thing to consider is the use of correct fonts and contrast in the textual part of the aforementioned images. Remember, your rewards/perks should look attractive and readable to everyone, including people with disabilities.

Tip #86. Find the right place for the rewards/perks on your page

The position of the rewards/perks section on your campaign page can often depend on the price of your product.

If your product is relatively cheap, you don’t need too much space to convince your potential backers and thus can place the rewards earlier on your page. Conversely, if your product is expensive, you may want to take more time to show its benefits. In this case placing the rewards down on your page, after all the explanatory text would be a wise decision.

Tip #87. Follow the mobile-first rule of your page design

After your page is ready, make sure to check whether you can read it using a mobile. If you cannot do this, then there are certain issues related to fonts and organization.

Conclusion

And that’s it! We hope you find our Kickstarter Indiegogo campaign template for page design useful.

Now, get out there and make the most of your own crowdfunding efforts by designing a killer campaign landing page for your product or project.

But what if I told you that there was an option to get more knowledge on running successful promotions, through different channels? Check out Kickstarter campaign promotion article, which has 30+ tips and hacks how you can make your campaign visible through the support of ads, influencers, sales, media and cross promotions.

TCF team

TCF team

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