Progressive profiling is a powerful marketing strategy that enhances lead nurturing through the development of a progressive form filling technique, holding the simple purpose of acquiring information through leads using methodology where the process feels lighter.
Constructing short, sweet, and simple forms throughout the customer journey is the square root to tackling long-form fills that discourage any engagement at all.
We will go through some different methods that you can adopt to optimise your progressive profiling strategy.
Nurturing Via Email
Emails are a common go-to as a means of progressive profiling, as they are known to be quite effective. The preferred method to this is through a newsletter sent by email that encourages the recipient to re-engage with your business.
This is a very lenient and open tactic, as it allows you to use it however you wish. It can point recipients towards the right direction of wherever you want them to be.
For example, you could send them a newsletter as a welcome after you receive their email address through a short and simple form consisting of name and email only. In this newsletter, explain how location betters search results by tailoring the content and making it more relevant to the customer based upon their location. Embed a link into the email of another short form where they can fill in their location details.
You could also use this email newsletter tactic to obtain other information such as the recipient’s social media profiles through welcoming them to your company and asking them to stay connected with you through social media, ensuring that they do not miss out. Embed your social media profile links into your HTML email newsletter to streamline the process.
Then sit back and relax until you get pinged with a new connection!
Just like the above examples, you can use email to point your leads into the right direction for a sweet form fill or quick engagement to gather information on them.
Nurturing Via Popups
You might decide you want to keep your strategy direct and straightforward by simply embedding popups within your website, so that when a visitor revisits your website, a popup appears on the landing page displaying a quick optional form fill. In this popup you can ask for some personal details that you may require in addition to the name and email address.
Another popup recommendation is to explain how you would like to tailor your website’s content according to the interests of the website visitor, then presenting a list of topics that you serve, requesting the visitor to select as many as they are interested in. This would give you a deeper level of understanding about that visitor in terms of their likes and interests, so you can now begin to whip up some personalised content on their page!
Don’t hesitate to take it up a notch if you please, by inserting links into your popup that can redirect your visitors to more specific pages on your website according to their browsing behaviour.
Nurturing Via Account Settings
Having a ‘my profile’ section on your website’s settings page is proven to be a remarkably effective technique to get users to answer more questions about themselves, as they can edit and add to this section as and whenever they please. There is no pressure or friction upon them, as this is presented as optional further information that the user can complete by themselves.
This is known to be highly effective as your website visitors accept a sense of ownership when reviewing their profiles and feel intrigued and motivated to fill in those missing fields in order to complete their profile, simply because it is regarded as their possession.
This method is very ambient as there is no prompting present; the process remains entirely independent.
However, if you wish to do so, you could give a very gentle push via email, contacting the user and letting them know that their account is all set up, and that they can complete their profile as they wish, embedding a link that redirects the user to their profile to prompt engagement.
This method is extremely effective due to its gentle instructions. It is also easily integrable with the popup and email methods, as you can embed the link of the profile settings into your popup or email to give that extra nudge when needed.
A Pure Progressive Profiling Strategy
Here at Pure, we can guide you along every step of the way of your progressive profiling strategy, helping you to acquire the missing pieces of information that you need to complete your customer profiles with.
Popups are a simple and effective technique that can help you attain this information as they are seamlessly implemented into the customer journey. Use our Gator Popup feature to retarget those website visitors with a small set of further questions, customising these according to the information you have so far.
Progressive profiling through the use of email is a popular marketing method in ecommerce as you can drive the content in the direction that you wish by implanting progressive profiling into your newsletter or voucher code emails, enhancing the natural sense of the progressive questions. Pure360 is the perfect solution to gear up this marketing strategy because, in case you didn’t know – email is our middle name! We know emails like the back of our hands and are confident to be able to fire up the perfect progressive profiling solution via email for you.
The account settings method is a common tactic as it diffuses a sense of ownership that the visitor feels towards their profile, as well as being motivated to complete the missing fields in their personal profiles. This method is very well complimented by popups and/or emails as you can embed the link of the profile into either your email or popup.
So, delay no more in building your progressive profiling strategy as this might just be the missing piece to your puzzle, and the gateway to your success.
Purify your progressive profiling with Pure today.
