3 Reasons To Use Progressive Profiling
Progressive profiling uses automatically updating forms to gradually gather prospect’s demographic data and preferences over time. Although it isn’t a quick fix, there are a number of reasons it’s better to collect data this way.
With progressive profiling, when a visitor fills out a form on a website or landing page for the first time they are required to only answer a few form fields. Then each time they re-visit your site looking for more information about how you can help them achieve their goals they are willing to provide a little more information about themselves.
If your marketing automation platform recognises the user either from a cookie or from the email they click from, standard fields like name and email address are auto populated while previously captured fields are replaced by new questions. As a result, returning visitors are not turned off by the amount of form fields they are forced to fill in and you steadily gain deeper insights into their persona.
Although progressive profiling isn’t a quick fix, there are a number of reasons it’s better to collect data this way:
1. Higher Conversion Rate
Progressive profiling captures demographic data and preferences over time, so you can keep your forms relatively short.
Shorter forms tend to have higher conversion rates because leads are not put off by the amount of information they are asked to provide. After all, would you prefer to fill out a form with 3 fields, or a form with 13?
2. It Allows You to Capture More, Valuable Lead Intelligence
While sophisticated marketing software can help you capture behavioral data about your leads over time, sometimes the most effective way to learn about a lead is to directly ask them the questions you want to know about.
However, as we have explained, asking them for all this information in one lengthy form will destroy your conversion rates – leaving you with absolutely no lead intelligence at all.
Progressive profiling allows you to spread out your questions over time and align them with the lead’s stage in the sales cycle. You can ask for just the critical information the first time a lead converts, and then progressively ask for more detailed information as they become more qualified. For example, on a lead’s fourth or fifth visit to your site, you can pose more sales-centric questions, such as “What’s your marketing budget?” or “What other products are you using?”
There are many benefits to this improved Intelligence:
Shorten your sales cycle
The information gleaned from progressive profiling can help you to more accurately pinpoint which leads are sales-ready.
Arm sales with better lead intelligence for conversions
Because progressive profiling allows for deeper insight into a prospects budget, concerns, interests and priorities, marketing will deliver significantly more usable information to sales. So work with your sales team to determine what information they need to effectively qualify and contact leads, prioritise this, and build your forms accordingly.
Arm marketing with better lead intelligence for nurturing
Additional intelligence will help you effectively qualify, contact, segment, and nurture new, and returning, leads.
3. Avoids Repetition
If your business has gained a reputation as an industry thought leader and a provider of valuable content, new visitors won’t be the only ones redeeming your content offers. You probably have existing leads filling out your forms, too.
With progressive profiling there’s no need for them to answer the exact same set of questions every time they’re looking to download one of your offers. Not only is this annoying to your prospect, but you also lose out on the opportunity to gain further insight.
Progressive profiling takes patience. As tempting as it may be to ask 5 or more questions upfront to speed up the process, chances are you will scare your potential customers away. And be strategic when developing your forms. Make sure your questions are relevant to the stage the prospect is at in their buying journey.