Introducing Progressive Profiling

In this newest sprint cycle, Right on Interactive is proud to introduce Progressive Profiling to its users. Progressive Profiling allows clients to efficiently gather more valuable data about their potential customers while simultaneously boosting form conversion rates. Form conversion rates relate to the frequency at which users open forms compared to the frequency at which these forms are completed and submitted. This is made possible by creating dynamic fields that are set to cycle and rotate in order to replace fields that have already been completed by the same individual returning to the same form.

Studies show that form conversion rates decrease dramatically with each additional field over six total fields. Forms can still remain at the recommended level of 4-6 fields per form while gaining progressively deeper information about a potential customer as the customer continues to return and submit more information.

Client Benefits of Progressive Profiling

  • Increase form conversion rates by maintaining the lowest  number of fields possible per form
  • Gain more valuable information about potential leads over time
  • Create fewer forms by housing many dynamic fields on a single form

Additionally, the technology is present to choose which fields are progressive and which are not. The significance of this development allows a returning user to feel more comfortable if one or more of the “basic” fields (such as name or email) remains on a form every time while the others progress. A violation error will occur if all fields are marked as progressive as this would open up the possibility of a blank form if a returning user has already filled out every available field. A client cannot mark the de-duplication field as progressive as it is a required field on every form (typically the email field). Finally, progressive profiling is capable of functioning only when the form is housed on an ROI landing page which is accessible by an email link click or accessing this page through the client company website.

For example: A new lead fills out an initial form including his/her first name, last name, email, and company. After the initial form submission, the user’s browser is cookied in order to recognize a returning user and initiate the dynamic fields. When this same lead returns to the site or attempts to fill out another form, a new set of fields may be available on the same form (in addition to the fields that are not marked as dynamic like email and name to provide the customer with a  level of familiarity and comfortability). These fields may include the following: title, company size, address, and phone number, given that the first round of answers have been properly provisioned as dynamic fields so that the new, dynamic fields may take the place of the fields that have already been completed. A returning user whose browser has already been cookied will auto-fill the fields that are not marked as progressive (fields they have previously submitted like name and email in the example) upon opening their second form. A third site visit or link click form submission could gather even more valuable information through new fields such as current products being used, buying power of the individual, and if this individual is actively shopping for a new product. This technology will allow a lead to continue to grow more qualified through repeated site visits as the user submits new, diversified information each time through the same form.

We are not the only ones who believe in and are excited about this technology! In her article titled “6 Benefits of Progressive Profiling,” Amber Kemmis of SmartBug Media shares the following, “When combined with your company’s inbound marketing strategy, the benefits of progressive profiling are significant.” Shannon Fuldauer of KunoCreative offers another compelling endorsement in her article titled, “3 Reasons Why You Should Be Using Progressive Profiling.” She states, “Providing your sales team with insight to a potential buyer’s budget, concerns, interests, and priorities is sure to make you the office superstar… Remember progressive profiling is like dating: Asking too many questions or something too personal on the first date can be a bit awkward.”

Bottom line: Progressive Profiling helps organizations boost form conversion rates, gather more detailed information over time, and decrease tedious organizational work  by creating fewer forms.

Progressive Profiling. The newest tool to help organizations create customers for life.

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Tyler Williams

Business Development Manager at Right On Interactive
Tyler is in the Governor Bob Orr Entrepreneurial Fellowship program. He is a proud graduate of the Krannert School of Management at Purdue University, where he earned a B.S. in Management and minored in Spanish and Entrepreneurship.
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