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Progressive Profiling

Overview

Progressive Profiling is a strategic approach that enables businesses to collect customer information incrementally, enhancing user experience and building trust over time. Instead of overwhelming users with lengthy forms during initial interactions, this method gathers data at various stages, aligning with the customer's journey and comfort level.

The following diagram explains the process of Progressive Profiling:
Progressive Profiling

Business Use case

By leveraging Progressive Profiling, businesses can enhance user experience, build richer customer profiles, and increase conversion rates without overwhelming users during initial interactions.
Let’s take an example of TechRetail - An Online Electronics Marketplace.

Challenge: TechRetail faced high drop-off rates during user registration due to lengthy sign-up forms. Customers were reluctant to provide excessive details upfront, leading to abandoned registrations and lost potential sales.

Solution: TechRetail implemented Progressive Profiling using LoginRadius to streamline customer data collection over multiple interactions. Instead of requesting all information at once, they gradually gathered details as users engaged with the platform.

Implementation:

  1. Initial Registration: Users provided only essential details (name, email, and password) to create an account quickly.
  2. Post-Login Engagement: Upon logging in, users were prompted to add optional details such as phone number, preferred product categories, and location.
  3. First Purchase Step: Users were asked for shipping addresses and payment preferences at checkout.
  4. Loyalty Program Enrollment: Frequent shoppers were encouraged to add additional profile details (e.g., birthday, purchase preferences) in exchange for loyalty points and personalized deals.

Outcome:

  • Increase in Registrations: Shorter forms reduced friction in the sign-up process.
  • Higher Engagement Rates: Gradual data collection made users more willing to complete their profiles over time.
  • Improved Personalization: Better customer insights allowed TechRetail to offer personalized recommendations and targeted promotions.
  • Boosted Sales Conversion: Streamlined checkout processes and personalized deals led to higher purchase rates.

Conclusion: By leveraging Progressive Profiling with LoginRadius, TechRetail successfully enhanced user experience, reduced registration friction, and improved customer retention, leading to higher conversion rates and increased revenue.

Configuration

This section covers the configurations you must perform in the LoginRadius Admin Console to implement the Progressive Profiling functionality.

  1. Log in to your Admin Console account and navigate to Deployment > Progressive Profiling.
  2. Add a new step by entering a Step Name and clicking ADD.
  3. Once the step appears in the Progressive Profiling field list, click the Edit icon to modify or add fields.
  4. The available fields from the data schema will be displayed. Expand any category, such as Standard Fields (Basic), Standard Fields (Advanced), or Custom Fields, then click the + sign next to a field to add it to your step.

The following explains how to add fields from different field-type panels:

The Standard Fields (Basic) panel lets you add fundamental data fields. For example, clicking the + button for the UserName field adds it to the progressive profiling step.

The Standard Fields (Advanced) panel enables you to add fields that interact with complex data structures in LoginRadius, such as Objects and Arrays, and include multiple related fields for a given entity. For instance, clicking the + button for the Addresses field adds it to the progressive profiling step and its associated sub-fields.

The Custom Fields panel allows you to include custom fields in your account. For example, clicking the + button for the dataSource (or any of the ones available for your tenant) field adds it to the progressive profiling step.

📌Note: Refer to the Forms document under UI/UX Management for more information and field configuration settings.

  1. Click the SAVE button to save the configurations.

Integration

The LoginRadius Identity Platform offers multiple implementation methods, allowing you to customize customer flows. This guide covers the following deployment approaches:

The LoginRadius Identity Platform supports JS implementation of the Progressive Profiling feature. This guide walks you through all the steps to configure your LoginRadius account and implement Progressive Profiling for your web application.

  1. Include LoginRadius JS Library: Directly import the LoginRadius JavaScript interfaces on your page using this link: https://auth.lrcontent.com/v2/js/LoginRadiusV2.js. If you are using HTML, you can directly paste the below script into your HTML file:

    <script src="https://auth.lrcontent.com/v2/js/LoginRadiusV2.js"></script>
  2. Initialize the LoginRadiusV2 Object: Add the following JavaScript code to initialize the LoginRadiusV2 Object on your website.

    var commonOptions = {};
    commonOptions.apiKey = "<your loginradius API key>";
    commonOptions.appName = "<LoginRadius site name>";
    var LRObject = new LoginRadiusV2(commonOptions);
  3. Initialize the Progressive Profiling: Initialize the method as explained below:

    LRObject.util.ready(function () {
    LRObject.progressiveProfiling.init();
    });

  4. Implement Progressive Profiling Interface: Include the following code to implement the Progressive Profiling interface in your web application.

    var poptions = {};
    poptions.container = "progressive-container";
    // If this step is for Social Data Progressive profiling, you must specify a template.
    // By specifying a template, a Social Login Interface will automatically be loaded in the progressive profiling container div.
    poptions.templateName = "loginradiuscustom_tmpl_progressive";
    ///
    poptions.onSuccess = function (response) {
    console.log(response);
    };
    poptions.onError = function (response) {
    console.log(response);
    };
    LRObject.progressiveProfiling.execStep("Step Name", poptions);


    <div id="progressive-container"></div>;

  5. Use the following snippet in your code if you would like to show progressive profile fields to customers on the profile page. This will allow the user to edit the progressive profile fields.

    var LRObject = new LoginRadiusV2(commonOptions);
    LRObject.progressiveProfiling.showInEditor = true;

📌Note: The success callback will return a JSON object {IsPosted: true}

Best Practices

  • Start Simple: Begin by collecting only essential information to minimize user friction.

  • Align with User Interactions: Request additional data during natural engagement points, such as after a set number of logins or when accessing new features.

  • Maintain Transparency: Inform users why specific information is requested and how it will enhance their experience.

  • Ensure Data Privacy: Adhere to data protection regulations and communicate your privacy policies to users.

Businesses can build richer customer profiles by implementing progressive profiling, ensuring a seamless and user-friendly experience. This approach enhances data quality and fosters trust and engagement with users.