Progressive Profiling : Optimization of data collection

What is progressive profiling?

Progressive profiling is a marketing strategy and technique that aims to collect data gradually instead of requesting all information at once. Instead of overwhelming visitors to your website with one long form, progressive profiling breaks it down into smaller pieces that are collected over time. By collecting basic information first and then asking for more detailed data in later interactions, you reduce friction and increase the chances of users completing the forms.

Progressive profiling is a feature found in many different marketing automation systems, for example in both Hubspot and Salesforce account engagement.

How does progressive profiling work?

Let's look at an example to understand how progressive profiling works in practice:

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Step 1: Visitors come to your website and fill in basic information such as name and email address to download a free e-book.

At this point, you have gained valuable contact information that you can use to reach out to the visitor. But instead of immediately asking for more information, you can use this opportunity to start building a relationship.

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Step 2: A few weeks later, when the visitor visits your website again, offer them another resource in exchange for more information.

Now you can ask for other relevant details, like company name, job title or industry. By offering something valuable in exchange for this information, you increase the likelihood that the visitor will be willing to share it.

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Step 3: Over time, you can continue to refine your customer profile by collecting more detailed data as the visitor interacts with your website, such as their interests, preferences and buying behavior.

This way, you gradually build up a comprehensive customer profile without overwhelming your visitors or discouraging them from engaging with your website and business.

Benefits of Progressive Profiling

Higher conversion rates: By minimizing initial requirements, you increase the chances of visitors completing forms and providing you with contact information.

Better customer insights: By collecting data over time, you get a more detailed and accurate picture of your customers and their needs.

Improved marketing: With more accurate data, you can create more relevant and personalized marketing campaigns.

Customer relationships: Progressive profiling allows you to build long-term relationships with your customers by gradually increasing your understanding of their needs.

Summary

Progressive profiling is an effective method of collecting customer data gradually over time. By reducing friction and offering valuable resources in exchange for information, you can build stronger customer relationships and improve your marketing. Progressive profiling can often be added as a setting directly to your forms in your Marketing Automation system.