Profiling users with dynamic and smart forms: how to do it
Posted: Wed Dec 04, 2024 7:52 am
How to profile users with dynamic and smart forms? In our blog articles we have often analyzed how the correct profiling of users is one of the fundamental steps to implement a successful marketing personalization strategy. Let's see how to do it with dynamic forms.
Implicit and explicit information
To profile our users we can use different types of information that help us define their profile and interests and that can be divided into two macro-categories:
implicit information
explicit information
Implicit cookies will include, for example, all the “traces” left by the person who browses our site or interacts with us: the pages they visit, the device they use, the city they do it from, the advertising campaigns they may come from, etc.
Explicit data includes all the information that the user voluntarily communicates to us in order to let us know better his intentions or requests, such as, for example, filling out a form in which he indicates his preferences, an explicit request that he makes to our customer service, the information that he leaves us in his reserved area or the answers to a questionnaire that we have submitted to him.
It is clear that, especially in this second type of information, we will have to pay close attention to the use we will make of it because the user is increasingly sensitive to the fact that it is actually used to improve his experience with the brand . In fact, information has a value for the user and it is important that it is collected in exchange for a corresponding value, be it a benefit or a better experience... or ideally both!
The importance of profiling forms
Let's now delve into the role of a very important and still underused tool for the explicit collection of data, namely dynamic forms: a new type of form capable of responding more precisely to the marketing personalization needs of companies.
The two most commonly used types of forms today are: feedback polls and registration forms .
Feedback Polls
These are the forms used to collect information relating to website satisfaction indicators in order to improve the user experience. Questions such as "didn't find what you were looking for?" or "what prevented you from proceeding with the purchase?" have the function of collecting feedback that can improve our site but which are limited to telling us whether a consumer is satisfied or not with his browsing experience.
Registration form
These forms typically have the list of argentina consumer email function of collecting information from a potential lead and are, at a more or less in-depth level, demographic requsts such as name, surname, email, job title, etc. Information that will start communication workflows with the aim of converting the user.
This is a fairly archaic way of using forms and one of the reasons why they are used today only in this sense is undoubtedly due to a technological limitation. To request information of a different type, which is perceived as actually relevant, it is in fact necessary to recognize the user, even anonymous, segment him and enrich his profile with the information he has just transferred to us.
If we want to exploit the potential of this tool and improve response rates, let's give ourselves 3 basic rules:
there is no point in showing all our users the same form, let's profile them and ask for information only to users who are in target with our objective. We must always be relevant;
the form must be fully integrated into the navigation;
the results of the form must enrich the profile of our consumer, automatically aggregating the results for the purpose of creating more effective personalized experiences. The greater the benefit perceived by the consumer, the more information they will give us.
Implicit and explicit information
To profile our users we can use different types of information that help us define their profile and interests and that can be divided into two macro-categories:
implicit information
explicit information
Implicit cookies will include, for example, all the “traces” left by the person who browses our site or interacts with us: the pages they visit, the device they use, the city they do it from, the advertising campaigns they may come from, etc.
Explicit data includes all the information that the user voluntarily communicates to us in order to let us know better his intentions or requests, such as, for example, filling out a form in which he indicates his preferences, an explicit request that he makes to our customer service, the information that he leaves us in his reserved area or the answers to a questionnaire that we have submitted to him.
It is clear that, especially in this second type of information, we will have to pay close attention to the use we will make of it because the user is increasingly sensitive to the fact that it is actually used to improve his experience with the brand . In fact, information has a value for the user and it is important that it is collected in exchange for a corresponding value, be it a benefit or a better experience... or ideally both!
The importance of profiling forms
Let's now delve into the role of a very important and still underused tool for the explicit collection of data, namely dynamic forms: a new type of form capable of responding more precisely to the marketing personalization needs of companies.
The two most commonly used types of forms today are: feedback polls and registration forms .
Feedback Polls
These are the forms used to collect information relating to website satisfaction indicators in order to improve the user experience. Questions such as "didn't find what you were looking for?" or "what prevented you from proceeding with the purchase?" have the function of collecting feedback that can improve our site but which are limited to telling us whether a consumer is satisfied or not with his browsing experience.
Registration form
These forms typically have the list of argentina consumer email function of collecting information from a potential lead and are, at a more or less in-depth level, demographic requsts such as name, surname, email, job title, etc. Information that will start communication workflows with the aim of converting the user.
This is a fairly archaic way of using forms and one of the reasons why they are used today only in this sense is undoubtedly due to a technological limitation. To request information of a different type, which is perceived as actually relevant, it is in fact necessary to recognize the user, even anonymous, segment him and enrich his profile with the information he has just transferred to us.
If we want to exploit the potential of this tool and improve response rates, let's give ourselves 3 basic rules:
there is no point in showing all our users the same form, let's profile them and ask for information only to users who are in target with our objective. We must always be relevant;
the form must be fully integrated into the navigation;
the results of the form must enrich the profile of our consumer, automatically aggregating the results for the purpose of creating more effective personalized experiences. The greater the benefit perceived by the consumer, the more information they will give us.