27 April 2015 | 15 Comments
In less than 12 hours, Kickstarter will automatically send out a notification to anyone who selected the “Remind Me” button during the campaign (and hasn’t already pledged) for my treasure chest project. So today I thought I’d discuss what backers look for when returning to a project.
This is highly subjective, as I’ll be speaking from my experience, and the reasons I clicked the “Remind Me” button often depends on the project. Usually that means I’m right on the edge of backing, and often I’ve returned to the project during the campaign to check it out.
For this post I looked over some projects for which I’ve clicked the “Remind Me” button and decided to either back or not back. I would also love to hear from others in the comments about what they look for.
Here’s what I look at when I return to a project:
- Number of backers and funding total. I want to be a part of something successful–it’s human nature. If a project has funded (or, even better, overfunded), I’m much more likely to back it.
- Number of comments and creator engagement. I look for a few hundred comments at minimum, and it’s important for me to see the creator actively engaging backers and answering questions. It’s a demonstration of what their customer service will look like in the future.
- Current price vs. best possible price. This ties to #3–what am I getting now for my money–but the comparison is also really important. If there is an early bird I missed out on, making me pay a higher price for the same thing, I’m significantly less likely to back the project.
- What’s in the box now vs. what was original included. It’s compelling for me to see the difference in stuff between now and Day 1. Sometimes I have to look for this in the stretch goal section, but the “What’s in the Box” area of a project page (or the main project image) can be structured to show the original stuff and all the added stuff. I think this is better than lumping everything together, a mistake I’ve made in the past.
- Cool stretch goals that have been unlocked and the next stretch goal level. I like to see (a) several awesome stretch goals that have already been reached and (b) at least one awesome, attainable stretch goal that my pledge can impact, even late in the project. I would actually recommend that creators hold off on revealing one final stretch goal until the final 60 hours if possible to create this “carrot on a stick” impact on incoming backers at the end.
- Compelling reviews or images on the project page that weren’t there before. This varies widely based on the project and the category, but I think these two areas are key when I skim through a project page at the end–images stand out much better than blocks of text. If there’s a reviewer I trust, it’s helpful to share a compelling quote so I don’t have to watch or read the whole review (I often do anyway, but the quote is helpful).
What do you look for when you return to a project after receiving the 48-hour reminder e-mail?