{"id":3954,"date":"2017-03-20T14:02:31","date_gmt":"2017-03-20T21:02:31","guid":{"rendered":"https:\/\/www.backerkit.com\/blog\/?page_id=3954"},"modified":"2021-04-14T14:38:20","modified_gmt":"2021-04-14T21:38:20","slug":"designing-an-effective-landing-page","status":"publish","type":"page","link":"https:\/\/www.backerkit.com\/blog\/guides\/the-practical-guide-to-planning-a-crowdfunding-campaign\/designing-an-effective-landing-page\/","title":{"rendered":"Chapter 7: Crowdfunding Landing Page: Building an Email List"},"content":{"rendered":"

Experienced crowdfunding creators know that one of the keys to having a successful project is <\/span>to bring your own crowd when you launch<\/span><\/a>. This means that you need to have a group of people that already want to back your project that you can email right when the campaign starts. One of the most effective ways to get email sign-ups before your crowdfunding campaign launches is with a product landing page.<\/span><\/p>\n

A landing page is a standalone website that is designed to fulfill a specific marketing goal. Typically, its purpose is to increase conversions by encouraging visitors to respond to a call-to-action. This might be clicking through to a shopping cart, or to generating leads by <\/span>building email lists<\/span><\/a>.<\/span><\/p>\n

A landing page should be an integral part of a creator\u2019s marketing strategy. For creators, a call-to-action could be to sign up to your campaign newsletter, a link to a pre-order store, and so on.<\/span><\/p><\/blockquote>\n

Ideally, a landing page should be up-and-running well before a crowdfunding <\/span>campaign launch<\/span><\/a> so it can promote brand awareness. If a form on your crowdfunding project\u2019s landing page asks for email addresses \u2014 to sign-up to a newsletter, for instance \u2014 it can help creators expand their email lists for marketing and promotion. Your crowdfunding project\u2019s <\/span>pre-launch landing page<\/span><\/a> also increases your crowdfunding campaign\u2019s visibility, improving its ranking in paid searches. You may also choose to use a landing page to direct people to your <\/span>Kickstarter pre-launch page<\/span><\/a> (not to be confused with the Kickstarter preview link, which enables you to get feedback on your project and Kickstarter page design before launching).\u00a0<\/span><\/p>\n

There are plenty of customizable templates for landing pages. Sites like <\/span>Wix<\/span><\/a>, <\/span>Unbounce<\/span><\/a>, and <\/span>Instapage<\/span><\/a> offer a range of clean, simple designs.<\/span><\/p>\n

Driving traffic to your crowdfunding project\u2019s landing page<\/h2>\n

There\u2019s no point building a landing page if no one sees it. Driving traffic to it is an important next step. Website-maker Wix advises sending<\/span> the landing page as part of an email newsletter campaign,<\/span><\/a> or adjusting search engine optimization (SEO) settings so it can be found on search engines like Google. Creators might also consider <\/span>display remarketing<\/span><\/a>, which retargets landing page visitors by showing them ads on Google and Facebook. Promoting your crowdfunding landing page as a link on your social media profiles and email signatures takes a matter of seconds and costs nothing.<\/span><\/p>\n

Creators can choose to drive traffic organically or through paid advertising which means Facebook advertising for most crowdfunding creators. Kaitlyn Witman, director of product marketing at full-service digital marketing agency <\/span>Rainfactory<\/span><\/a>, says successful ad campaigns for her clients are typically built out in Facebook, which \u201cis the most cost-effective in the pre-launch phase.\u201d<\/span><\/p>\n

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\u201cThat\u2019s the first touchpoint we measure \u2014 the cost per click on that top-of-funnel engagement,\u201d Witman says. \u201cThen when they get to the landing page, we measure the conversion rate optimization or CRO, on the lead generation page. That is in, the simplest terms, how likely a person is to sign up on that landing page.\u201d<\/span><\/p>\n

When implementing your ad promotion strategy, target your audience by age, gender, country, and interests. Making sure your crowdfunding project\u2019s landing page is reaching the right demographic is crucial in achieving a high conversion rate. \u201cLet\u2019s say, for example, I have a widget that is appealing towards the older, female 45-55 demographic, and I\u2019m only reaching males 24-34,\u201d Witman says. \u201cThen they\u2019re much less likely to convert. The make-up of people accessing your site is going to impact how much they are going to get the product.\u201d<\/span><\/p>\n

Looks matter when designing a landing page for crowdfunding projects<\/h2>\n

The design and content of a crowdfunding project\u2019s landing page is optimized to meet a specific end goal (buying a product, signing up for an email, and so on). It comprises the following elements:<\/span><\/p>\n