Use Progressive Profiling on your Form CTAs to avoid overwhelming visitors with a lot of form fields, and potentially increase conversion rates.
Before You Begin
- Progressive Profiling is an optional feature that can be configured on Form CTAs. To learn more about Form CTAs and how to set them up, see this article.
How Progressive Profiling Works
When you set up a Form CTA, one of the options you can enable is Progressive Profiling, which allows you to limit how many of the CTA's form fields are displayed to visitors.
Here's how it works: imagine you need to collect a lot of visitor data, like eight or more distinct pieces of information. To do that, your Form CTA would need a corresponding number of form fields. The trouble is, your conversion rate on a CTA with something like eight form fields probably won't be great — not many people are willing to fill out such a long form, and asking for that much at once can feel intrusive and off-putting.
Progressive Profiling was made for this kind of CTA. If you enable it and set the limit to a more reasonable number (three fields, for example), your conversion rate should improve: now, when a visitor sees this CTA for the first time, they only have to fill in three fields before they can hit the Submit button. As a result, they'll be much more likely to interact with the CTA than if they had to fill in all eight fields.
But what about the other five fields? Whenever that same visitor sees the same CTA again (for example, gating another piece of content), they'll be shown the next three fields that they hadn't filled out yet. This continues each time that visitor encounters the CTA — until they have completed all the fields, at which point the CTA is no longer shown.
- Progressive Profiling will display a specified "set" of form fields. Each set consists of the chosen number of fields, formed using the order specified in the Form CTA settings (Layout > Form Fields > Manage).
For example, using the order above, sets consisting of two fields would be: Set 1 [Email, First Name]; Set 2 [Last Name, Company Name].
- The number of fields in a set is a maximum, so it does not need to evenly divide the number of total fields. For example, if you specify that each set contains three fields, but there are eight total fields, this will simply result in in two sets of three fields and one set of two fields.
- Progressive Profiling can be enabled on Form CTAs connected to HubSpot, Marketo, Oracle Eloqua and Pardot, but not on Form CTAs connected to MailChimp.
Enable and Configure Progressive Profiling
You can turn on Progressive Profiling on any Form CTA connected to a supported MAP, but the best place to use it is on the Form CTAs that gate your most valuable content. In this way, as visitors consume more of your premium content, you can build an increasingly comprehensive profile of them, which can help you to better target them as a prospect.
- Navigate to the Form CTA on which you want to enable Progressive Profiling and click on it to open the Form CTA Editor.
- In the Editor, click on the Layout tab.
- Look for the Progressive Profiling section on the left and check the box next to Show a maximum of ___ fields:
- Then, use the box to type in the number of fields you want to be shown to visitors each time they see the CTA.
- Your changes will be saved automatically, and will be applied immediately.
Important: Oracle Eloqua Form CTAs
If you are using Progressive Profiling with a Form CTA connected to Oracle Eloqua, note that all required fields on the connected Eloqua Form must be displayed the first time the Form CTA is shown to a visitor. In other words, you can't set maximum number of fields displayed to a number lower than the number of required fields on the Eloqua Form.
For example, if the Eloqua Form has five required fields, but you have configured the Form CTA to display only four fields to the visitor, the resulting form submission in Eloqua will fail when the visitor submits the Form CTA.