If you’re lucky, your kickstarter campaign will have a day like our most recent Tuesday.
This is the sort of day that “isn’t supposed to happen” in the normal life-cycle of a main sequence kickstarter. Many kickstarters start out with a big opening-day spike that can play out over about three days, then they level off for most of the campaign, then they see a big spike on the final three days.
While we’ve had a good track record so far of upward movement on our graph, the kind of spike we had on April 3rd — at the start of the third week — is more of a rarity, unless something comes along that really points a lot of traffic your way (celebrity shout-outs, for example, or strong coverage on a popular media site). All in all, it was the second strongest day in our campaign, full stop, even including the first three days.
|Date||Backers||Backer Gain||Pledges||Pledge Gain|
|Tuesday, March 20, 2012||159||159||$6,442.00||$6,442.00|
|Wednesday, March 21, 2012||221||62||$9,130.00||$2,688.00|
|Thursday, March 22, 2012||297||76||$11,674.00||$2,544.00|
|Friday, March 23, 2012||344||47||$13,009.00||$1,335.00|
|Saturday, March 24, 2012||373||29||$13,955.00||$946.00|
|Sunday, March 25, 2012||402||29||$14,632.00||$677.00|
|Monday, March 26, 2012||427||25||$15,315.00||$683.00|
|Tuesday, March 27, 2012||472||45||$16,335.00||$1,020.00|
|Wednesday, March 28, 2012||492||20||$17,120.00||$785.00|
|Thursday, March 29, 2012||518||26||$18,085.00||$965.00|
|Friday, March 30, 2012||533||15||$18,640.00||$555.00|
|Saturday, March 31, 2012||556||23||$19,453.00||$813.00|
|Sunday, April 01, 2012||575||19||$19,828.00||$375.00|
|Monday, April 02, 2012||629||54||$21,007.00||$1,179.00|
|Tuesday, April 03, 2012||706||77||$24,120.00||$3,113.00|
So what happened here?
Aside from the graph you see to the right, the Kickstarter dashboard does not provide a sort of day-to-day data breakdown, particularly of traffic sources. (I’m tempted to contact them & ask for it, but that might be best done after it’s all over.) You can see, tho, that starting the day before, we were already beginning to see an uptick. Just not one on the scale that occurred.
A few notions of what MIGHT have happened come to mind:
- PAX factor: I’m speaking on the Kickstarter panel at PAX East, and that got us on a nifty promo page on the Kickstarter site of the projects of various participants in the PAX East Kickstarter presence.
- We started showing up on the website’s front page in the fiction category.
- New sample chapter came out, on Tuesday.
- We did our weekly update, on Tuesday, announcing new stretch goals involving Harry Connolly and Stephen Blackmoore. (You can see from the above data that we tend to have an update-day bump.)
- We broke $20,000 on Monday, making C. E. Murphy’s novel a certainty, and improving the value proposition of our $10 tier.
- Folks (Including TV/Film writer John Rogers, of Leverage) backed us and tweeted about it.
- We busted the 600 backer mark (now past 700), so there’s some sheer critical mass of numbers potentially going on.
- Some folks got their paychecks at the end of the month, so they were able to make some financial commitments starting Monday.
- Mild increase of the supply of our higher-dollar-value upper tiers.
I’m sure there’s more, but that’s a lot of aggregate factors, and it’s entirely possible that our spike came from all of them rather than any particular one.
Luckily, a few days ago I took a snapshot of our usage data, so I can run a comparison to see where the “deltas” are. Here’s the usage data after our banner Tuesday:
|Referrer||Type||# of Pledges||% of Dollars||Dollars Pledged|
|Direct traffic (no referrer information)||External||158||22.37%||$5,429.50|
|Kickstarter user profiles||Kickstarter||18||2.76%||$670|
|A project’s backer confirmation page||Kickstarter||15||2.25%||$545|
|Friend backing email||Kickstarter||12||1.48%||$360|
So where were the gains? Here:
|Referrer||Type||Gain||% of Gain|
|Direct traffic (no referrer information)||External||+45||31.9%|
|Kickstarter user profiles||Kickstarter||+2||1.4%|
|A project’s backer confirmation page||Kickstarter||+2||1.4%|
|Friend backing email||Kickstarter||+0||0.0%|
Nearly a full third of our source data remains mysterious, due to no referrer information coming along to the party. Another third (at least) of our traffic came from the sum total of all the various ways Kickstarter has provided to drive people to our project. The remainder is a spread of all the various other ways we’ve reached out, both directly and through our talented pool of authors.
Ultimately, this doesn’t answer the question “where’d it come from?” so much as to say, “Yep, it is the aggregation of many smaller streams, and a sort of critical mass of several factors at once.”
I’ll take it!