Progressive profiling is a marketing technique that implies the gradual collecting of data about leads instead of asking everything at once. It helps personalize user experience, improve conversion rates, and optimize the buyer's journey.
In this article, we'll uncover the benefits of progressive profiling, explain the way it works, and provide some effective tips to qualify leads better and boost sales with this technique.
4 Benefits of Progressive Profiling
A web form which is the main instrument of collecting personal data very often causes irritation and resentment among leads. And this is not surprising. They're asked to fill in a lot of fields about their birth date, gender, occupation, industry, and so on while they are just in the awareness stage. They are confused and don't realize why they should share their personal information with a brand. This is where progressive profiling comes into play.
Progressive profiling is a smart approach to collecting data about leads. It allows marketers to get important information in small bits which brings tangible benefits.
- Empowers qualifying leads. To sell, brands should know whom they're selling to. Collecting data about leads, marketers can identify ones who are ready to buy and those who need nurturing. Hence, they manage to be at the right time and in the right place with their offer.
- Speeds up the buyer's journey. This is the way your lead comes through from the moment they get to know your brand to purchase. Having some knowledge about their needs, wants, and occupation enables you to provide an individual approach that all customers appreciate that much.
- Improves customer experience. When exploring the opportunities of your brand, leads can face difficulties that may prevent them from realizing how to make the best out of your product. Knowing these issues, you can provide them with educational pieces of content right when they need it. This will result in a better customer experience.
- Boosts sales. People choose brands that care about their customer experience and provide personalized offers. Progressive profiling allows you to reach warm and hot leads whenever they're ready and craft targeted messages for each audience segment.
Now that you know the opportunities of progressive profiling, it's time to consider the way it works.
How does progressive profiling work?
Unlike traditional forms asking every site visitor to fill in lots of fields, this marketing technique implies creating dynamic forms based on conditions. Each lead is shown a form with different fields based on their previous interactions with a company. Hence, users share their personal data step-by-step when they move down the sales funnel.
Before progressive profiling appeared, marketers had created a lot of different forms based on a users' stage in the sales funnel, intentions, and content. Now there's no need for this time-consuming task.
For example, if a user visits the site for the first time, they're allowed to download a basic checklist in exchange for their name and email address. After that, when this user visits the site again, they see a dynamic form that shows different fields due to cookie tracking. This time leads are offered to get a more valuable piece of content in exchange for more personalized data.
If a user is already familiar with your brand, offer them a high-quality webinar to evaluate the opportunities of your services. In return, you can ask for more data like their industry or occupation. The next time this user visits your site, they turn into a hot lead highly interested in your product. Offer them a how-to guide or a video demo on using your service. This may be a final push before making a purchase. Offer them to share their phone number or any other necessary data that you can use to convert this lead into a client.
So, this is the way progressive profiling works. To create dynamic forms based on conditions, you need to use a special service like HubSpot, WPForms, or JotForm.
In the last section, we want to share some effective tips for you to make the most out of this marketing technique.
Progressive Profiling Best Practices
There’s no unique formula to create a successful form that will convert 100% of site visitors into clients. Still, there are some important issues you should take into account when considering progressive profiling. Look below.
- Ask only important questions. Make sure that you do need all the data you want to receive. Users are careful about sharing personal information, so if they have no idea why you need it, they’ll stop providing it. Before adding any additional field to your form, think about how you will use this data in the future. Ensure that it makes sense.
- Think carefully about the logic of the questions. Start with more general and basic questions. Once you realize your buyer’s journey and the stage of the sales funnel your leads are in, make the necessary changes. Make sure that you provide enough value in exchange for their personal data. For example, asking a lead’s phone number after their first visit and receiving a checklist can make your strategy fail. People should receive as much as they give.
- Implement progressive profiling technique into your email strategy. Welcoming new users with an onboarding email series is a great chance to let them fill in your form for effective work. Inform subscribers about the benefits they will get if they share their personal data with your company. Provide a link in an email to their personal account where they can answer some questions.
- Keep all the data in a CRM system. Make sure that you keep a record of all the data. The best place for this purpose is a CRM system. SendPulse CRM allows you to create a card for each lead, keep all the information about every customer in one place, see the history of interactions, and contact each lead via several channels when needed. This way, you can access valuable data at any time.
Congrats, now you know about the benefits of progressive profiling, the way it works, and how to use it effectively.
Last Updated: 14.04.2022