Better conversion rates through progressive profiling
In a highly digitally driven world, where customers are overwhelmed with an increasing number of Apps and other digital touchpoints, the very first interaction a user has with your services proves crucial in determining his journey further. So, what can be done to make his interactions more interesting?
Asking the user to fill in all his personal data in the registration form at one go to understand his preferences? Bad Idea!
An Email address and a contact name alone are good enough to start a customer conversation!
Information gathering should not be invasive, annoying or cumbersome. The initial registration process should be kept as simple as possible. The better approach would be to take it slow, steady and step-by-step, which leads us to the concept of “Progressive User Profiling” – A process in which user information is incrementally aggregated in the course of the customer journey to build holistic user profiles.
How can Progressive Profiling be used to retrieve relevant information?
At the very initial interactions, only minimal details are requested from the user, may be, say, only E-Mail Address. This certainly makes gaining access and browsing across all channels simple and superfast! This step has now created a “potential” customer, who just logged in.
This way, gradually, as and when the user accesses the various features of your portal, his details could be collected without having to ask the same questions repeatedly or requesting too many details before building trust with the customer.
Accumulating user details in this manner over time paves way to understand the customer’s interests and preferences, which could be leveraged to improve marketing strategies and keep him hooked to the application with targeted marketing campaigns.
The Benefits
Irrespective of domain or industry, using progressive user profiling to understand customers better helps in delivering the right user experience, which, no doubt, results in better conversion rates. The advantages include:
Helps to build strong customer profiles
Make customer journey seamless from the very first point of interaction
Enables real-time-marketing to deliver targeted content to customers
Saves effort spent on manual lead verification and qualification
Supports proactive engagement of better quality leads
Helps to open sales conversations with precise context
Avoids repetitive questions seeking information from customers
Build authentic relationships with clients
Achieve higher conversion rates
A typical use-case
For an e-commerce shop, intelligent profiling could look something like this:
A user accesses the portal for the first time.
He only enters his Name and E-mail address
He makes a purchase.
He is requested to provide his mobile number and postal address at the time of check-out.
The next time he visits the shop, he will see offers based on the pages he visited previously and the items he bought, i.e. his previous preferences. In order to further enhance his profile, he could now be asked which brand he prefers for men's shirts and be offered special offers such as a discount coupon based on this information.
What started with an anonymous user with only Name and E-Mail has thus ended with a satisfied customer and a comprehensive & verified user profile.
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The future is here. Check out the options you can offer your customers on your portals.
