Progressive Profiling 101

 

Introduction

You've spent a lot of energy on your website. It's designed to assist newcomers learn about your company along with your pricing policy and the ways you can to improve their lives. They are excited to learn about the company and want to sign up to your newsletter or demo -- or whatever incentive you're using to entice them.

However, when they hit the registration button, their next stop on their journey will be having fifteen different fields for them to fill out. It is not just your email address, name as well as their password, but as well your zip number, their favorite flavor of ice cream and blood of their very first born.

In their minds this is what it feels like.

If you're looking to gather the data of users to build an effective market profile for your business, it can be tempting to request all the information you can from the beginning. On the other side, you'll require the right data to build an individual prospect experience.

However, on the other side you may turn people off from providing you with any information in the event that you require them to take excessive time filling out forms.

It's an intricate balance. Fortunately the balance can be achieved by progressive profiling.

What Is Progressive Profiling?

Progressive profiling is a data gathering technique that lets you create a comprehensive profile of your customers of every person who joins your list. There are many methods to achieve this, but by using progressive profiling you're building your profile of the customer over time.

Progressive profiling makes your registration forms short and easy. Only request the details you really require at the start of the relationship, which makes it easier for prospective prospects to complete the registration process, so they can begin to engage with you.

In the process in lead nurture, you'll request them to provide you with some more details at various points of contact. However, only after they've warm up to you.

In essence you're breaking down their barriers and removing the friction that hinders your ability to market to them eventually.

How Progressive Profiling Works

In the process of creating a complete profile of a customer, you'll need to collect the following data from each client:

·         First name

·         Last name

·         Email address

·         Company name

·         Job title

·         Industry

·         Zip code

For you, it may not be a lot. The information you collect will help create a profile and provide the products, information service, and information the person will need to be satisfied with your relationship. However, that doesn't mean that you'll need all of the data today.

Step 1: Keep it Simple Upfront

To register Let's say all you require the user to tell you whom they're. Therefore, you can ask for their name, first and last and email address, and then ask them to choose the password they need. That's it.

Many users realize that these forms are the essential requirements to be signed up. They encounter these forms every throughout the day and their browser might even fill it out for users.

The lead is yours, and the client is at ease. It's an all-win situation.

Step 2: Keep Them Coming Back

After gaining access to this new customer with a simple registration Now you're getting the chance to demonstrate to them that you are worthy of an important place in their lives. It is possible to give them a demo, offer the download, and allow them in to the areas of your site that were which were previously hidden behind the registration barrier.

As long as you complete your part in making the customer see the value you offer that they can come back , with a little more confidence in you each time.

Step 3: Ask for a Little More

If they keep returning and returning, you can utilize the data they have already given you to design personalized customer journeys that help them feel at ease in talking to you about their experience.

If, for instance, the user has logged in a specified quantity of times could start asking them for additional details you require to create their profile. For instance:

·         Industry

·         Name of the company

·         Zip code

·         Number for phone

It doesn't mean that you should have to ask for all of the information at one time. When you design the customer experience it is important to request information that's relevant to the user in relation to how they're engaging with you in the present.

Did they visit an online map that lists places? It's the right moment to inquire about your zip code. If they've taken advantage of an online trial for free, perhaps it's time for them to provide your phone number so that a sales representative can call them.

If you have a lot of interactions like those, you'll have all the data you require. It took somewhat patient and you managed to create a solid customer profile, without jeopardizing the trust of your customers with a stressful experience from the beginning.

Making, testing as well as optimizing the customer experience to can help your company create strong customer profiles is easy with PingOne for Customers..

Problems Solved by Progressive Profiling

Progressive profiling is a great tool to help resolve a myriad of issues on the front as well as the back end.

Lack of Value

Most of the time customers are required to sign up with you before you've had the chance to show them the value you offer. It could be that you are inviting them to sign-up to offer some service they'd like.

But in the event that they do not have a pressing and urgent need for the services you provide it is unlikely that they will complete a form that has more than a handful of basic fields.

In this phase, customers may be looking for the opportunity to test your product for free or specific information to assist them in making a decision. They're still in the exploratory shopping stage and haven't realized the value of your service. If you make it difficult it is for people to join in you chance of dissuading them signing up.

Abandonment Rates

The use of progressive profiling will reduce your rate of abandonment by making the registration process simple and quick. If you just ask for only a few details in the beginning you are less likely to turn people off by filling out a lengthy registration form is drastically decreased.

Instead of leaving the site completely or getting halfway through the registration form and then abandoning it the form, they're more likely to complete the registration.

Customer Skepticism

Inquiring a potential customer to fill out a lengthy registration form is usually met with suspicion. At some point or another we've all had to be required to fill out the forms in a dozen fields. We've we've wondered if it's really required.

When a client considers, "Do they really need these?" you're creating friction between them and yourself. That's the last thing you'd like to happen.

In its essence Progressive profiling asks only what you want at the time you require it, so that you can remove the friction.

Data Security Risk

There's nothing more crucial to the relationship between customers than security of data. The more information you hold about a client and it's more (and the customer) must lose. Data breach are becoming commonplace and the customers are aware of it.

In light of increasing breaches of personal data the public is now nervous about handing over their data. In actual fact, "40% of customers have a tendency to abandon opening accounts in the event that the onboarding process isn't easy enough" ( Forbes). In addition, if the information you're seeking doesn't appear relevant to the way in which they're communicating with you today the customers could be more likely to stay more cautiously and opt out.

At this point, prospective customers aren't aware enough of your company to be able to trust you with their personal information. Apart from having a solid access and identity of the customer management (CIAM) in place, the use of progressive profiling could assist you in reducing risks by not collecting any additional information that you don't require.

Unusable Data

If they are faced with a lengthy signup forms, many people fill in fake data in order to reach the other side, without giving their actual contact information. This can result in information that your marketing and sales teams aren't able to use.

The majority of users are comfortable with giving an actual email address and name, however, if you ask for more then that the chance of receiving false details increases dramatically.

Progressive profiling allows you to sign up customers using the shortest "low-hanging-fruit" first registration page that they're likely to fill in with authentic information. Once they are comfortable with you, you can begin soliciting more information.

For accurate customer profiles To create accurate customer profiles, you must know you can verify the identities of your customers. Progressive profiling , when combined with identity verification tools like PingOne Verify will ensure security as well as security and ease of use for both you and your customers.

Progressive Profiling Provides Customized Experiences

Perhaps the most appealing aspect of progressive profiling is the way it assists create profiles for customers that enhance the value of each person's journey. As you establish trust with each client Progressive profiling allows you to gather the information that you require without compromising trust.

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