In the ever-evolving world of crowdfunding, the devil is in the details. One such detail that can significantly affect the trajectory of your campaign is the Kickstarter Pre-Launch Page (PLP).
Understanding the PLP
Before delving deeper, it’s vital to distinguish the PLP from a standard landing page. The latter, which often sits on your project’s domain (think mycoolproject.com), provides an overview of your venture and encourages potential backers to sign up with their email addresses.
The PLP, however, comes into play once Kickstarter’s Trust and Safety team gives your project the green light. This unique page showcases your project’s final URL, accompanied by a ‘Notify me on launch’ button and a follower counter. A critical distinction is that the ‘Notify me on launch’ feature necessitates users to have a Kickstarter account. When the campaign commences, Kickstarter dispatches an email to everyone who engaged with this button, and these emails usually land straight into the primary inbox.
Why the PLP Matters
Statistics from successful agencies reveal a promising trend: those who interact with the ‘Notify me on launch’ button have a conversion rate of at least 10%. Some campaigns even witness conversion rates as high as 35% from PLP followers. Comparatively, regular email subscribers often hover around a 2-5% conversion rate. This spike in commitment is attributed to the extra effort a user takes to log into Kickstarter, interact with the button, and await the official email.
Crafting a Comprehensive Strategy
Despite its potential, the PLP isn’t a standalone tool. Since it provides limited project information, driving potential backers to the PLP via direct ads might not be the best strategy.
Consider a two-pronged approach:
- Landing Page: This is where the story unfolds. Your landing page is the destination where curious visitors get an in-depth understanding of your project through videos, descriptions, and other vital information.
- PLP as a Commitment Layer: After potential backers have toured your landing page, guiding them to the PLP can be the catalyst, converting their curiosity into commitment.
By tailoring communication according to the engagement level of your backers—whether they’re standard email subscribers or more dedicated PLP followers—you can fine-tune your messages and optimize interactions.
As Kickstarter campaigns continue to gain popularity, distinguishing yours from the crowd requires more than just a unique idea—it demands a strategic approach. By integrating tools like the PLP and understanding its potential, you are setting the stage for a successful campaign, forging stronger connections with committed backers, and ultimately turning your vision into reality.