The breadcrumb technique that unlocked Kangan's lead capture page

Kangan Institute needed to reach new audiences and convert interest into actionable leads, with a lead capture page that had resisted internal optimisation. The Garden brought strategic messaging and funnel strategy, and one deceptively small change to the form.

Client: Kangan Institute
Industry: Education
Solutions: Media & Performance
Region: Australia

Increase in conversion rate on the LCP

29%

Decrease in cost of conversion

25%

New users reached

33,000

The challenge

Capturing prospective students’ attention has never been more competitive, and Kangan’s conversion problem lived at the sharp end: engaged visitors arriving at a lead capture page and leaving without converting, despite healthy traffic feeding the top of the funnel.

Our solution

The strategy worked both ends of the funnel: refined messaging and creative at the top, built around learning opportunities, industry experience and in-demand courses, and a top-middle-bottom funnel structure warming audiences for conversion at key periods. That kept consistent TOFU traffic flowing, driving 1,000 new users to the website and reaching 33,000 new users overall.

The pivotal change was the breadcrumb technique on the lead capture page: opening the form with one or two low-threat questions before the more sensitive ones, letting compliance psychology do its quiet work.

The results

That small reduction in friction lifted LCP conversion 29% and cut the cost of conversion for the variant by 25%, while the funnel strategy reached 33,000 new users. Efficiency and volume, from a change you’d nearly miss in a side-by-side.

From the team

Small changes to reduce friction on the LCP can go a long way to improving conversion. The change on this form was so minute, you'd nearly miss it in a direct comparison — but the results speak for themselves!