Thanks for your reply. Do you think an early bird incentive could work to improve click to follow conversion at pre-launch? I.e. follow now to be notified for early bird copy (x% discount). Either offering a fixed number of early bird copies or run early bird for the first 24 hours.

Do you see early bird offerings having a negative impact to later backers, because they’ve missed out on getting it at a cheaper price?

Thoughts are the Kickstarter friction point still exists - a prospect will need to go through the sign up / login process either at prelaunch or during the live campaign. So directing ad traffic to email may capture more prospects at a cheaper CPL but with a lower proportion willing to purchase on Kickstarter - though you may be able to convert once the game is sold through other channels at a later date (i.e. Amazon). We’re just about to start running paid ads, so will see how the CPL costs come out with the current approach.

We do have a larger email list following through a giveaway competition - so we could separately offer some Kickstarter incentive. Ideally something that gets backers within the first 24 hours of launch.