Are you building trust?
Hey there! I’m Bob. Welcome to Regressive Motors.
Any trouble finding the dealership?
Are you looking for an automatic or stick transmission?
Gas or electric?
What color?
Where did you go to college?
What’s your mother’s maiden name?
Your favorite food?
If you could be any animal, which one and why?
Wait, you’re standing up?
We haven’t even talked about finance.
You probably felt a shudder down your spine reading that. It’s awkward, intrusive, and more than a little bit weird. If you were in the same shoes as our fictional protagonist, you’d probably head for the exit too.
And yet, many digital businesses recreate this encounter through their sign-up processes. They bombard potential customers with requests for personal information. Lengthy forms aren’t just tedious — they also sap a potential customer’s enthusiasm and energy.
According to research from WPForms, 67% of consumers admit to abandoning forms mid-completion.
If you make a potential customer run a gauntlet before they can use your service or buy your product, don’t be surprised if they just… quit.
In this white paper, we explore how to implement progressive profiling, the UX mechanisms and design strategies that improve customer acquisition rates and reduce cart/form abandonment, and how progressive profiling can support a consent-forward customer data strategy.
