Many companies are very intrusive nowadays.
They turn free tools into lead captures and ask for every little detail as soon as the user presses “subscribe” on their newsletter.
Actively generating leads like that is tempting but may not always be the best.
Progressive profiling is a customer nurturing strategy focusing on the customer, not you.
In this article, we will explain progressive profiling, its benefits, and the main strategies for using it.
What is Progressive Profiling?
Progressive profiling is gradual user data collection. By using progressive profiling, businesses collect personal information about the client step-by-step.
This marketing technique significantly enhances lead nurturing and customer satisfaction because it collects demographic and preference data over a longer period of time and in various customer touchpoints.
When using progressive profiling, companies ask for very minimal information when users set up their accounts and gradually increase the information requests in different touchpoints (like downloading newsletters and attending webinars).
Since progressive profiling is non-intrusive and user-centered, customers like it much better than traditional data collection methods.
In the long run, it enhances user satisfaction and customer retention.
What’s Unique About Progressive Profiling?
Traditionally, users are presented with long, detailed forms at the initial point of contact.
This approach to data collection is static, where companies collect as much information as possible in one go, regardless of the customer’s stage in the buyer’s journey.
Progressive profiling is different from traditional methods because it dynamically adjusts the questions over time.
It starts with capturing essential information and progressively gathers more detailed data as the user engages more deeply with the brand.
Each interaction is designed to deepen the company’s understanding of the customer, given that it aligns with the user’s comfort and level of engagement.
In other words, progressive profiling focuses on long-term engagement and sustainable results in contrast to, for example, a quick lead capture.
What Are the Benefits of Progressive Profiling?
1. Better User Experience:
Progressive profiling uses shorter forms during each interaction instead of overwhelming users with long forms up front.
This makes the data collection process less daunting, and users are much more likely to complete more forms in the future.
2. Increased Conversion Rates:
By asking for basic information initially and gradually requesting more details, progressive profiling leads to higher conversion rates.
Users are more willing to provide additional details over time, especially as their interest and trust in the brand grow.
3. More Accurate Data:
This method allows for data collection over various interactions, ensuring that the information is more current and accurate. Users can easily update their details over time, leading to more reliable data.
4. Enhanced Personalization:
By collecting data incrementally, companies better tailor their marketing efforts based on the slowly enhanced insights they gain about each customer.
On the other hand, progressive profiling takes time actually to show its results.
5 Main Strategies of Progressive Profiling
1. Simplify the Initial Contact
Begin with collecting only the most essential information, such as name and email address, during the initial user engagement.
For example, when a user signs up for a newsletter, only ask them to provide their email address.
This reduces friction at the point of entry and increases the likelihood of signup. In the long run, it fosters a gradual relationship without overwhelming the user at the first touchpoint.
2. Deepen the Information During Content Download
You can request more specific information when users download content from your site, such as a whitepaper or ebook.
Imagine that after a user already signs up for the newsletter, they want to download a whitepaper, at which point they are asked for their job title and company name.
This way, you enhance user profiles with more detailed information that helps tailor future communications and recommendations.
3. Ask for Details During Event Registration
At this point, you can take advantage of the user’s higher engagement level.
Use even registration forms to gather even more details about them, such as the biggest industry challenge of software they are currently using.
This strategy helps in segmenting the audience based on their interests and challenges. It also aids in customizing event content, making it more engaging and applicable to attendees.
4. Feedback and Surveys
Implementing surveys or feedback forms after an interaction is important. It’s an excellent opportunity to collect customers’ opinions and preferences in a noninvasive manner.
After they attend your webinar, send the participants a feedback survey asking about their preferred types of future events and topics.
This way, you can gather insights into the customer’s preferences and engagement triggers.
After you gather this information, refine your content and your interaction with users based on direct user feedback.
5. Detailed Profiling
The last strategy is about creating a final and detailed customer profile.
Your goal is to complete their profile when they reach a comfort point with your product or service.
You can offer a perk of service upgrade in exchange for the info.
This quid-pro-quo strategy pushes users to share comprehensive personal data, which can be used for high-level personalization and targeted marketing.
The best part is that it benefits both the user and the business.
Key Takeaways
Progressive profiling offers a less intrusive, more user-centered approach to data collection compared to traditional methods, focusing on building a relationship and trust with the user while enhancing data quality and marketing effectiveness over time.
