Kickstarter Redesigns Project Pages After Learning They Account for 60 Percent of Page Views

Kickstarter has helped thousands of people raise millions of dollars for their creative projects with a simple, one-page pitch. When the makers of the microfunding platform learned that 60 percent of its page views are on project pages, they decided it was time for an upgrade.  On Thursday, the company rolled out a sharp new interface. A few key features showcase what the platform does best.

 

1. The launch date and the funding end date have been added to the top of the page, next to the short description.

It sounds like a small change, but Kickstarter’s funding model is all-or-nothing: the project creators set a funding goal and a deadline and if they don’t reach their goal in time, all the money is returned to the backers. Kickstarter’s Elisabeth Holm said that the tipping point for most successful projects is 30 percent. If potential backers see that the project is gaining traction, that’s all the more reason to donate. Everyone likes to see the tightrope walker make it, right?

2. There’s a short description of the projects right under the video.

For the same reason newspaper articles have ledes and emails have previews, Kickstarter projects require a quick description to give people the details at one glance. If they want to read more, they can keep scrolling.

3. The creator details have been moved to the top.

Above all, this is a social platform. Backers are going to want to know more about the person who wants their money. Most likely, it’ll be friends and family that donate first.

Kicksarter has also made the videos larger, moved the location and project categories to the top right of the page, and made the project titles and bylines “more cinematic.”

For comparison, here’s what the old page looked like:

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