Form abandonment has been a major issue for marketers for decades. They have tried everything from landing page testing, content changes, and call-to-action changes in order to combat abandonment rates. These long-time solutions are fine, but what if there’s a better way? What if you could limit the frustrations of your customers and still get the information you desire?
Enter Progressive Profiling
Progressive profiling allows you to use forms to collect data more effectively by dynamically displaying a short but different list of form fields over time.
As the contact comes back to get more information from you, progressive profiling allows you to ask them for more and equally important, new, information about themselves. You get to know them better over time all the while making it easy for them to get what they want. Then, like any form data collected, this information can be used to enable lead scoring, persona development and predictive analysis modeling.
Good use cases for progressive profiling are primarily centered around digital destinations that visitors are coming back to. Examples include gated thought leadership resources on your website, a nurture program that will access the same form from various landing pages, and registration forms for events.
If it isn’t already obvious, reasons to use progressive profiling include:
- Higher conversion rates: Contacts can quickly submit a form and will be less likely to abandon your landing page.
- Better user experience: Minimizes number of fields a user has to submit to get to the information her or she wants and a user isn’t asked to submit the same information over and over again.
- Gain better insight into buyers: Having the option to ask for different information each time a person submits a form allows you to market to his or her particular needs better and tailor your marketing and sales messages to future contacts that meet a similar criteria.
Progressive profiling is not a new strategy. In fact, it’s been around for some time, but there haven’t always been easy solutions to help marketers do it easily. However, with Oracle Eloqua, there is!
Implement Progressive Profiling with Oracle Eloqua
First, define success and know your benchmarks. Set yourself up to track form completion rates and field completeness metrics so you can monitor and optimize your approach to progressive profiling.
Second, collaborate with sales to define what fields (or data) are most valuable. Relationship One’s VP of Marketing, Erin Rowles, has provided her take on what this conversation should look like in “The Comprehensive Guide to: Using Video for Lead Generation, Scoring & Nurturing”
“Gather trusted and valued members of sales and marketing in a room. Whiteboard the information that is really important to you and your sales team to know about a future customer. Identify the characteristics (contact, company or interested-based) that will give you the opportunity to market smarter to that person. If you’ve implemented a lead score model, be sure to include that criteria so you can gather that data to score effectively. Remove from the list anything that doesn’t make sense to ask for on a form, for which you think a person would likely provide a false answer or that you can reliable get from a list append service (if you have one in place). Sort the list by what’s most relevant. Divide that list in groups of 5. There’s your sequence.”
Last comes the technical implementation, Oracle Eloqua has built the functionality of progressive profiling into the Form area of the platform.
Create your form as you normally would and add any contact or custom fields that you always want asked on the form regardless of how many times the form submitter has submitted a form.
Then, drag the Progressive Profiling Fields type option onto your form and add the contact and custom fields that you want to dynamically appear.
Lastly, configure the display settings which include how many dynamic fields you want displayed per experience and whether to randomize the fields or display them in the order that you’ve configured.
As with any new or updated form, test the user experience to validate that it operates the way you expect.
Here are additional progressive profiling tips to consider for Oracle Eloqua users:
- The Progressive Profiling tool inside of Oracle Eloqua does not allow the fields designated for Progressive Profiling to be required.
- Limit your Progressive Profiling fields to 3-5 key questions.
- Create multiple forms for different buying stages so that you can continue to gather information over time.
- Capturing the source or referring url in your form data provides great insight on which pages are converting and which are not (and likely need attention).
Progressive Profiling is valuable tool that you can add to your arsenal of marketing tactics. It allows you to effectively improve the lead capture experience for form submitters and provides your organization a better opportunity to capture the information you need to market better. Don’t give up on landing page testing, content changes, and call-to-action changes in order to combat abandonment rates, but compliment that hard work with a feature like Progressive Profiling in Oracle Eloqua.
If you have any questions or comments regarding Progressive Profiling in Oracle Eloqua, please share below or contact us!