Free Landing Page Optimization Checklist
If there’s one thing I love, it’s discovering new methods within marketing that do two things:
We saw it with our reveal of the Single Keyword Ad Groups technique and later down the road, The Iceberg Effect.
But as time keeps going, the rate of innovations for real life inventions–and even new and novel marketing tactics–continue to decline.
Before you start your first landing page test using The Breadcrumb Technique, it’s important to understand why it works.
But even before we do that, we have to look at the why one of the most common conversion rate optimization tactics can fall flat on its face.
You’ve heard the idea of lessening the amount of form fields to increase conversion rates, right?
This is their contact information. The information that they hold most precious and would prefer NOT to give out if they can avoid it.
If they give you this information without you giving them the information they want, then they’re no longer anonymous, and that can freak people out.
So how do you get that information from them, in a willing manner, that also leaves you with higher conversion rates?
You add more fields and more steps. The exact opposite advice of what everyone else is preaching.
The Breadcrumb Technique is literally the landing page version of the “Yes Ladder”.
It’s the art of eventually getting to what you want (the conversion) as a marketer, by getting visitors to accept/say yes to much smaller requests first.
Scott Fraser and Jonathan Freedman conducted some interesting research on how to get people to say yes to something they normally would say no to.
The goal was to go door-to-door and get people to put up regularly sized “Drive Carefully” signs up in their front yard, but only 20% of people said yes.
They then did the exact same experiment again, but instead of asking people to put up the regular sized signs, they asked them to put up much smaller signs, which then opened the opportunity to get them to eventually say yes to displaying the regular sized sign (which was the original goal).
Guess how many people complied?
76% compared to the original 20%.
It’s the science of working backwards from whatever your big ask (your call to action) is on your landing page.
You get the point 🙂
By asking your visitors questions with fields that are easy to answer and allow them to stay anonymous, you’ll set yourself up for a higher chance of them to finish the entire conversion process.
Since we’re a PPC agency that uses PPC platforms like Facebook and AdWords to drive traffic and conversions, we’ve been fortunate to use the landing page test of The Breadcrumb Technique across hundreds of different industries.
The more we use it, the more it affirms the reality that less fields don’t always equal more conversions.
Some of the hypotheses we’ve thought of as to why using multi step landing pages work so well have come down to this:
Now some types of landing pages don’t do well when utilizing The Breadcrumb Technique, and these mostly include when you’re trying to promote eBooks, guides, and whitepapers.
The severity of your ask of your call to action determines whether or not The Breadcrumb Technique will work for you.
If you’re asking for someone to request a free consultation or get a quote (a big ask), then the technique will work. If you’re trying to promote a free eBook, a podcast, or a webinar (small ask), then the technique won’t work that well.
Now that you know what the technique is all about, let’s take a look at it in action.
Two other examples come from my post on the Kissmetrics blog.
This artificial grass installer saw a 214% increase in conversion rate by splitting the form into two steps:
The order of your fields are sometimes much more important than the fields themselves.
That’s pretty crazy to think about.
You can actually get away with asking questions that people normally wouldn’t convert on, as long as you consider the timing of the field.
It’s the same thing that happens with the “Yes Ladder” and “Foot-In-The-Door” techniques.
If you go straight for the jugular, you’ll most likely lose. That’s why the Scott and Jonathan from earlier in this post were able to increase their “yes’es” from 20% to 76% when they asked for small favors first.
Think about the fields and steps in your form and how they can be rearranged so that the least threatening fields/questions are first, followed by contact information fields as the last step.
I’ll give you some real life examples:
So how does this translate to your landing page test?
The questions/fields you ask on the first step could be the same questions you ask to qualify a lead. Or you could also make them up to make the visitor believe it’s part of the information you need to give them what they want (a free quote or free consultation as an example).
Take the example test we ran below for another SaaS company. We already used The Breadcrumb Technique but later found that we asked the wrong questions on the first step.
It’s not often that you find a new landing page test that can make a conversion rate impact like the one here.
We’re working on a 2.0 version of the post as we’re testing between open fields, drop downs, radio buttons and more to see what works best.
Subscribe to the blog because we’ll update all on there when our new findings are released.
When it comes to PPC, the first person I turn to is Johnathan Dane. He and his team cut through the bullshit and get straight to the point with the goal of making you more money. Work with him."