Introduction
A never-ending registration form is the least favorite thing that you would like to see when you land on a website for the first time. The same goes for your potential customers!
Users don’t prefer sharing their personal information in the first interaction, which is why most of them switch in a couple of seconds —leading to poor lead quality.
Though customer information is the fuel to keep a business up and running, enterprises need to understand that they must find a better way to collect valuable information without annoying the users.
Here’s where the critical role of progressive profiling comes into play!
Progressive profiling ensures valuable information about a user is gradually collected over time so that it doesn’t create friction while a user lands on a platform, which enhances the overall quality and number of leads.
Let’s understand in detail what role progressive profiling play in improving overall lead quality and quantity.
What is Progressive Profiling?
Progressive profiling is the method of collecting personal information about the client step-by-step. It helps the digital marketing team to streamline the lead nurturing process by gathering increasingly specific client data.
The best thing about progressive profiling is that the same question won't repeat twice. For example, if the lead has already provided their email address, name, and phone number, they won't be asked for it again.
Instead, when the lead arrives on the landing page for the second time, they will be asked different questions like their company name, home address, and much more.
In this way, digital marketing teams obtain several data points about a lead without annoying or overwhelming them with long forms in the first interaction itself.
Hence, if a business strives for quality leads, it must incorporate the true potential of progressive profiling that eventually helps generate quality leads.
Why Your Business Needs Progressive Profiling in 2022 and Beyond
In a highly competitive business landscape, where buyers have plenty of options, standing ahead of the curve becomes the need of the hour for every enterprise seeking growth.
With progressive profiling, enterprises can ensure that intelligent forms
- Ask only unanswered questions that save time and effort otherwise spent on creating multiple forms.
- Collect critical consumer information that reveals hidden insights.
- That the visitor can fill within a few seconds.
Here are the details of other business benefits of incorporating progressive profiling into your business:
1. Qualifying leads
Progressive profiling allows marketers to collect critical information about their clientele and build unique consumer personas. It helps determine where a particular consumer is in the buying journey and decide the best action to move them towards the final purchasing stage.
2. Fine-tune buyer personas
Your marketing team will be able to craft effective marketing strategies that connect with the consumer. They will streamline the lead generation process based on the actual data points such as company size, job role, industry, location, etc., instead of making educated guesses.
3. Accelerates the buying journey
Profiling provides hidden insights about consumers that help to personalize marketing efforts and build trust. You will be able to craft messages that motivate consumers to move ahead in the sales funnel.
4. Increase conversion rate
Developing unique consumer personas will significantly increase your chance of finalizing the deal. But thorough signup forms can scare away the consumer. Also, your conversion rate will substantially increase with a decrease in the number of fields in the innovative form.
5. Optimize sales time
The marketing team can significantly decrease sales time by asking more relevant questions to their consumers as they move forward in their buying journey. Progressive profiling allows sending qualified leads to the sales team, ultimately impacting the company's bottom line.
To Sum Up
In the modern digital business landscape, when competition is neck-to-neck, businesses leveraging technology to the fullest would be able to meet customers' demands.
And if customers are bombarded with registration forms when they land on your website/app, you’ll surely lose your potential customers.
Progressive profiling is undeniably the best way to nurture and improve the quality of leads, which helps businesses enhance their overall growth and revenues.
