Marketing automation vendor eTrigue Corporation announced a new progressive profiling feature designed to reduce online form abandonment and improve its customers' data-gathering capabilities.
The company's Dynamic Progressive Forms (DPF) are designed for use with its flagship DemandCenter marketing automation suite, according to an eTrigue news release. Marketers using DPF will be able to request information from web site visitors gradually, using a pre-programmed sequence. This includes options to gather web-form data via progressive profiling – requesting additional information in a linear and systematic fashion – or based on the context of a user's interactions with the web site.
DPF users will be able to construct forms using a drag-and-drop, storyboard interface. The form builder tool will support profiling flows based on visit history, online activity or demographic information.
“Ease-of-use is the core of our strategy to bring more advanced marketing automation technologies to our customers,” said Jim Meyer, vice president and general manager of eTrigue. “The ability to build sophisticated form logic with the same straightforward, time-based graphical approach that’s in eTrigue’s campaign builder reduces the learning curve for customers and eliminates the need for custom coding.”
According to eTrigue, customers using DPF are typically able to double their form completion rates over their previous online form implementations, and users also cite an increase in the quality of data collected. The solution is also intended to reduce form abandonment, improve conversion rates and promote better marketing-sales alignment.
Ian Michiels, Principal Analyst at Gleanster, said progressive profiling solutions like DPF have proven their value in B2B lead generation activities.
“Typically, business-to-business websites achieve a 10–15% form-completion rate,” said Michiels. “Increasing that rate is important because form-completion rates move hand-in-hand with revenue growth. Using progressive forms allows vendors to ask smarter questions and makes it easier to attract and hold interested prospects over time.”