Landing page or Kickstarter pre-launch page: what each one should do
Use landing pages for testing and education, then use the platform pre-launch page to capture campaign intent.
Use the landing page for learning
A standalone landing page gives the creator more control. It can test headlines, price cues, feature order, email capture, surveys, and retargeting before the platform page is ready.
This is useful when the product needs education or the positioning is still being refined.
- Test several hooks before finalizing campaign copy.
- Collect emails with source tracking.
- Ask a short survey after signup when useful.
Use the pre-launch page for pledge intent
The platform pre-launch page is closer to the campaign decision. People who follow there are showing interest in the actual launch environment.
Once messaging is clear, send warm traffic to the pre-launch page so the launch reminder is tied to the campaign.
- Move warm leads toward following the campaign.
- Keep product and price expectations consistent.
- Use platform followers as one readiness signal.
Do not split traffic forever
Testing is useful, but split focus can weaken launch momentum. As the campaign date gets close, the main path should become simple.
Tell people exactly where to go and what action matters next.
- Use the landing page early.
- Shift to the pre-launch page closer to launch.
- Keep email capture available for people who need more context.
Keep the message consistent
If the landing page sells one promise and the pre-launch page presents another, subscribers arrive confused. Use testing to choose a message, then align every touchpoint.
The campaign should feel like a continuation, not a surprise.
- Match headline, thumbnail, product name, and reward preview.
- Use the same primary benefit in email and page copy.
- Remove old test language once a direction wins.
Campaign planning resources