Problems Solved by Progressive Profiling 

Progressive profiling is the perfect information-capturing technique that has a big name in marketing. It enables the fine constitution of robust customer profiles about those who engage with your website, with the speciality of this remarkable marketing strategy being gradual and natural. It is natural because you solely ask for the information that is utmost needed at the time in the customer journey. 

Not only is this marketing technique designed to break down natural barriers between the customer and the company, but it also solves several problems for marketers. 

Cart Abandonment Rates 

Imagine coming onto a website and loving what you see, then pacing to the purchase stage happier than ever. Only to realise that the purchase stands posterior to a long and tedious form. Suddenly you think that your purchase isn’t so important anymore and drop the entire thing. Sounds about right, doesn’t it? But what if this was your business, and these were your website visitors declining the purchase stage, abandoning their carts? Doesn’t sound good at all anymore, right? 

This is exactly what progressive profiling can assist you with. There is a direct positive correlation between long forms being precedent to the transaction stage, and cart abandonment rates. If the purchase process were quick, smooth, and simple, an interested customer wouldn’t think twice before purchasing from you. 

The implementation of progressive profiling drastically reduces cart abandonment rates due to the quick and simple signup process eliminating friction within the website visitor. The seamless customer journey entices and indulges website visitors rather than scaring them away from endless form fills. This keeps the visitors engaged with the website and more likely to complete the progressive short form that is presented before them, disregarding any overwhelm or frustration. 

A streamlined customer journey with minimal form fields is the square root to reducing your cart abandonment rates. So, keep those forms looking sweet and simple if you want to see an increase in customers making it to the purchase stage. 

Lack of Trust and Inaccurate Data 

Correct me if I’m wrong, but long form fills can only make one sigh. The longer your form is, the more likely your visitors are to give false information as their patience begins to decrease. These tedious and endless form fields can make your website visitors enter all sorts of sham information just to see the other side of the journey. And this false data becomes worthless for marketing purposes as it leads to nowhere. 

We as marketers must aim to construct short and steady form fills, trying to acquire information that we need rather than want, then slowly gathering more on a gradual basis as and when needed. This will increase the chances of your website visitors giving you their real and accurate information as they see a quick and convenient form with minimal fields. The idea behind the gradual forms is to acquire trust by those website visitors. Build a relationship before completing a customer profile. What good will a big bulk of instant customer data do that has no trust and relationship behind it? 

Slow and gradual form fills knit in time to gather a mutual trust, which is then gently followed by further necessary information. Visitors then automatically feel assured to give their accurate information due to convenient and trustworthy grounds. 

Useless Fields 

Often, we get too carried away with our goals that we forget to look at things from a customer perspective. We get greedy in obtaining our desired information from our website visitors that we forget to slow the process down for their convenience. 

This is a much more fragile situation for newcomers as they have no relationship history of any kind with your company and come onto your website as a first timer only to see a ridiculously long form. 

Err, doesn’t sound very attractive, does it? 

Not at all if you ask us. These first timers will come onto your website with no pre-existing attachment, land on an endless form page, and race towards the exit button. They are not committed to you yet. 

To win the hearts (and information) of these customers, you must first build a relationship with them by showing them your value and how you are exactly what they had needed. Build this over time and create an urge inside the visitor to want to engage further with your website and share their details. 

Implanting progressive profiling into your customer journey will enable the visitor to explore your company value and develop a desire to further engage with you instead of deterring them away before they are even nurtured. Welcome your new website visitors with short and gradual forms and natural nurturing. 

A Problem Solved 

Building a sense of trust and value amongst your leads is what shapes their image on you. To diffuse a loyal aroma to those around you, you must be in no hurry to convert them; instead, gradually earn their trust and naturally enhance your relationship with them. That’s where progressive profiling comes in to gear up your marketing arsenal in no time! It constructs seamless customer journeys which is the route to a satisfied and assured visitor. And a satisfied and assured website visitor is one who will comfortably give you their details due to the gradual and gentle tone of the forms. Ultimately, you are left with reliable, accurate, real information, and a loyal customer. 

A robust customer profile and a vitalised customer. Easy.