With better information comes better lead qualification – which is something we can argue all marketers and sales professionals want, right? But how do you achieve higher quality leads like this? There are countless ways, but for HubSpot users one in particular, may help you strengthen the data in your leads.
It's called progressive profiling. This feature in HubSpot allows marketers to control which questions appear on a form, based on what you already know about your lead. Through this iterative process, you'll reap a multitude of benefits. Here is a closer look at five great reasons to begin using progressive profiling today.
Increase Conversion Rates on Forms
Think about the last time you visited a doctor and had to fill out three pages of paperwork on your health history. Did you clap your hands and think, "yippee?" Probably not. You should take that feeling and apply it to your HubSpot form strategy. People are more willing to fill out shorter forms than lengthier ones because it's not as invasive and takes less time.
With progressive profiling, you can shorten your forms by asking the critical questions first, then saving more detailed questions for later versions. When you reduce the amount of work associated with completing a form, more visitors are likely to fill them out, resulting in higher conversion rates. Modern analytics show that reducing form fields can improve conversion rates by up to 50%.
Gather Higher Quality Lead Information Over Time
Time for another scenario! If you went on a first date and asked your counterpart to tell you their life story in excruciating detail, chances are you wouldn't get a second date. The same goes for capturing information on your leads. When you utilize progressive profiling, you can spread your questions out over time and align them with where your lead is in the buyers' journey. As your leads become more qualified, you can pass them off to your sales team when the time is right – ultimately shortening your sales cycle.
Avoid Repetition
Your online visitors are generally a mix of new leads and existing leads. Progressive profiling allows you to ask your leads – no matter what stage they're in – only relevant questions to them. This quickly eliminates asking the same questions over and over again. So, instead of seeing the same thing repeatedly, your leads will see new questions every time they convert. That means you're asking the right questions, at the right time.
Improve Your Campaigns
Ask any marketer, and they'll tell you they want quality information to segment their marketing campaigns and nurture their leads accordingly. Progressive profiling works seamlessly with HubSpot's advanced automation and personalization features to create highly targeted campaigns. The data you gather can inform your entire marketing strategy, from email sequences to dynamic content, social media targeting, and even advertising campaigns. With HubSpot's enhanced reporting capabilities, you can track how progressive profiling impacts your conversion rates and lead quality over time.
Save Time
If you're looking to put more time back in your day, progressive profiling's got your back. The technology allows you to reuse the same forms across all your landing pages, instead of creating individually tailored forms for specific pages. HubSpot's drag-and-drop form builder makes it easy to set up progressive profiling rules, and the platform automatically handles all the logic behind showing the right questions to the right leads at the right time..
Progressive Profiling in Action
Interested in progressive profiling, but still slightly confused about how to apply it to your forms? Here's an example of a dynamic form sequence. The first time a visitor converts, your form may include essential contact information:
-
First Name
-
Last Name
- Email
-
Company Name
Simple, right? That's the idea. You want to ask the most critical questions first without bombarding your lead. For the second conversion, you might focus on company and role information:
- First Name (auto-filled)
- Last Name (auto-filled)
- Job Title
- Number of Employees
- Industry
- Primary Business Challenge
With HubSpot's smart forms and progressive profiling working together, previously provided information will be automatically populated, creating a smoother user experience. For the third conversion, you might gather more detailed information:
Quiz Yourself: Are You Making The Most Out of HubSpot?
Reach Out For Help Today
Progressive profiling is a valuable marketing tool for strengthening and qualifying your leads that saves you time, avoids repetition, and leads to higher conversions. With HubSpot's latest updates to forms and progressive profiling, you can create even more sophisticated lead capture strategies that adapt to your visitors' behavior and engagement level. Your visitors will enjoy a more tailored, pleasant experience on your site and hopefully become customers.
If you need help getting started with progressive profiling today, contact us today.
