Why Progressive Profiling?
Progressive profiling can be used to display dynamic content in your forms. Form fields are presented to the visitor gradually as a sequence of short, simple forms. Additionally, if a visitor has already filled out a particular form field, progressive profiling will track that information and make sure that your form does not prompt the visitor for the same information twice, allowing you to build a complete profile of a visitor over time. Using simpler, dynamic forms will greatly increase the likelihood that your visitors will complete their registration forms while also allowing you to capture a wider range of data, customized to your needs.
Progressive profiling sections are also self-contained, so you can use them generously without having to worry about affecting the placement of any standard form fields.
Progressive profiling can also be used to gate premium content in your Media library by requiring visitors to register on an Act-On form to obtain access. You can set up progressive profiling rules to decide which type of form to use based on the available information for each visitor. For example, if an anonymous visitor clicks a link to one of your gated whitepapers, you can prompt the visitor to fill out a form with fields for their name and address. When the same visitor clicks on another link to different gated content, they can be prompted to fill out a form containing fields for their job title or industry.
|Visit #1||Visit #2||Visit #3|
It's important to consider the different types of information that you want to collect for your contact's profile, what information has the highest priority, and how you want to stage your forms for each visit.
To learn more about building forms and the different ways they can be optimized, visit our Forms User Guide.
Set Up Progressive Profiling
- Navigate to Content > Forms
- Click the blue (+) button
- Choose between creating a New Form or starting from a Template Form
- Add any desired Properties to your form
- Navigate to Design > Section
- Drag and drop the Progressive Profiling block into your form
Note: Form blocks placed inside of Progressive Profiling sections are used for repeat visitors. Blocks placed outside of these sections will be shown on every visit.
Customize Your Progressive Profiling Fields
- Drag and drop a New Section or Saved Section into your form
- Add at least one visible input field to the section
- Visible input fields can include the Text Box, Paragraph, Combo Box, or Date, but not Hidden Field
- Adding a visible input field ensures that your visitor won’t be shown a form without any fields after completing the questions in the profiling section
- Drag and drop a Progressive Profiling Section into your form
- In the Edit Progressive Profiling Settings slideout, select the number of empty fields you want showing in that section on each visit
- This setting is specific to each progressive profiling section and will display different sets of fields simultaneously if multiple sections are present
- An empty field will be shown by default if the number of empty fields is not specified
- Click Ok
- Add form fields to your Progressive Profiling section in the order you’d like them to appear
- Visible input fields could include the Text Box, Paragraph, Combo Box, or Date, but not Hidden Field
- Multiple columns cannot be used in these sections, so these fields will be shown in a single column
Note: Visitors that do not fill out a progressive profiling field will be shown that field on subsequent visits until it gets filled out.
Preview the Behavior
Once you’ve finished creating your form, navigate to the Review tab to see how your form will behave when filled out
- Click on the section you want to test in the left navigation menu
- Check the boxes corresponding to the fields shown on the form
- When you’ve completed the specified number of Empty Fields for that section (e.g. 2 fields out of 5 total) you’ll see the fields that would be shown on the next visit
Progression Across Multiple Forms
If you need multiple forms to share progressive profiling between them, Act-On Support can enable a feature for this.
- Every form in your account that uses progressive profiling must have identical fields
- Progressive forms must point to the same underlying list
This allows you to track submissions from different form "sources" while still including the same progressive behavior. The _FORM and _CAMPAIGN data for any contact will always update to the most recent form that was submitted.