Today we are going to talk about Landing pages and how to prevent our potential customers from clicking on the X button.
As an experienced marketer, I’m sure you know how important landing pages are. The ad makes a promise that the landing page needs to deliver. That’s why it’s crucial that we make it with sugar and spice and everything nice so that we can get the holy grail of digital marketing, and that is- yeah you guessed it-a conversion.
A lot of things in the digital marketing world have a close connection with psychology. And that’s why, in this blog, we are going to talk about The Breadcrumb Technique.
Let’s start by painting this picture.
The clock strikes at 5 pm, and we go home.
We turn on our computers, and then we become someone’s potential clients.
We become somebody’s target audience. They want OUR click. (or if you do it at work, it’s ok too, we don’t judge).
And we see something we really, really want and we REALLY, REALLY deserve.
We are so ready to get it, but a big red alarm in our paranoid head goes on when we see the form fields with words like Name, Email and Phone number on it.
We watched the Snowden movie. We put the ducting tape over our laptop camera and became extremely suspicious when it comes to leaving our personal information to anyone. So the alarm keeps going.
That’s why we need the Breadcrumb Technique.
What’s the Breadcrumb Technique?
A lot of blogs and digital marketing experts suggest that you should take away as many forms, and leave only the one that you need, but this technique throws the ‘Less is more’ approach right out of the window and we are going to prove it to you in words and pictures.
In a few words, The Breadcrumb Technique is a landing page tactic proven to improve conversion rates. That is where psychology kicks in. It’s The Psychology of Persuasion 101 and the modern application of a method called Yes Ladder. Just imagine yourself reading, for example:
Are you constantly tired and feeling overwhelmed with everyday chores? YES
Do you think you deserve a day just for yourself? OH, GOD YES
Don’t you think that day should last for ten days somewhere near an ocean? YES, SHUT UP AND TAKE MY MONEY
This is just a simple explanation of how persuasion (or a Yes Ladder) works.
Somebody identified with you.
Somebody recognized your need.
Somebody understood you.
And now you are more open to hear their pitch. They see you, and they hear you, so why wouldn’t you listen to what they have to offer.
And that is precisely how the Breadcrumb Technique works. You have to work your way up if you’re going to convert effectively.
How does the Breadcrumb Technique apply when it comes to the landing pages?
Let’s start by explaining why ‘Less is more’ is out of the window.
Well, when you try to generate leads, trials, or demos and you keep taking fields away, you’re left with the fields that visitors find the most intimidating (Name, Email and Phone Number) and you turn the alarm on.
That way, you’re robbing them of their most precious thing- anonymity.
So, what you need to do is the exact opposite of ‘Less is more’, and that is to add more fields and more steps.
But of course, there is more to it. It is extremely important what is the order of your fields and steps.
You need to get the visitor to micro-convert on a step with questions that don’t seem threating to him, preferably with as little “work” as possible. Once he does that, he is committed to your conversion path.
That why in this technique, you have to get your creative juices flowing. You have to get to that holy grail (the conversion) by getting visitors to say yes to a much smaller request first.
All you need to do is nail the first question.
It can be the same questions you ask to qualify a lead. Or you might consider asking questions that make visitors believe that the answers they’re going to give you are essential for what you give them, even if the information isn’t relevant to your sales process. If you manage to do all that, your relationship begins, and you start building trust.
The first question is supposed to allow them to stay anonymous.
On our website, Diligent.biz, we offer a free proposal for our potential clients. By going through more than 40 dimensions in their PPC account, Google Analytics, and Funnel, we bring them ideas on how to maximize their profitability.
But we can’t do that if people don’t leave us their information. So here’s how we decided to apply the Breadcrumb Technique.
We talked about asking the same question you ask to qualify a lead.
That is precisely what we are doing here in this example.
We ask ‘What are your goals’ and depending on their answer (is it to get more conversions or lower cost per conversion) we already know what we are dealing with and we save time for our salesperson who would ask them that same question later on, anyway.
They can concentrate on other important things while they are preparing for the meeting with our new potential client.
There is no second chance for a first impression!
Also, you get more quality leads, because only the people who know exactly what they need can give you the answer to these kinds of questions. It prevents unwanted clicks.
Then comes the second one. Here you can ask them for a more personal, but reasonable information.
By creating a relationship with your potential customers, you reduce the chance of the alarm turning on when you eventually ask them for their personal information.
When does the Breadcrumb Technique work best?
Not every type of landing page performs well with The Breadcrumb Technique.
This technique works a lot better if you’re asking for someone to request a free consultation or get a quote because that is a big ask. It’s much more important to build a relationship and trust with your potential clients when you ask them for something big.
If you are, for example, promoting a free eBook and asking them to download it, which is a small ask, then this technique won’t work quite as well.
What have we learned about the Breadcrumb Technique?
Let me just point out what we learned today, that can help you improve your conversion rate by using the Breadcrumb Technique.
- This technique is a modern version of a Yes Ladder approach.
- It works well because people are very cautious when it comes to giving their private information.
- It’s based on getting visitors to say yes to a smaller request first.
- When it comes to the order of your fields and steps- it’s make it or break it.
- It’s proven to work best if you ask them for something ‘big’.
If you think about it, we all use that technique in our everyday lives.
Don’t you remember when you were little, and you wanted to spend the night at your friend’s house, you would first ask your mom if you can go there for an hour or two?
And then when she says yes, or maybe once you are already there, you ask her if you can stay for a sleepover.
Now you see why at the beginning, we said it’s The Psychology of Persuasion 101!
You have to remember that on the other side of the computer is a person, not only ‘one more conversion’.
That’s why it’s important to start a conversation, build trust, respect the value of their privacy, and guide them forward.
Now it’s your turn to try and test this technique. It clearly functions effectively across different industries, and we are excited to hear about yours.
Follow us on —> https://diligent.biz/ for more!
Follow us on —> https://diligent.biz/ for more!