Progressive profiling, defined.
Progressive profiling is consent-driven data collection staggered across stages. This has two main advantages.
- When you ask the bare essentials — like name, email address, and password — you also shorten the time it takes to create an account.
- You also avoid asking the wrong questions to the wrong people. By staggering the profiling process, you can ensure that any questions you ask are actually relevant to the customer.
Another way to look at progressive profiling is that it’s about treating your online customers like any other relationship, whether professional or personal. Everything you know about your colleagues, friends, and romantic partners was acquired over time. Looking to build a long-term relationship with your customers — take the same thoughtful, time-driven approach.
