Growthletter

The Strategy of Progressive Profiling

How to improve the main asset of your ecommerce: the data you own!

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Facebook
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Google
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Shopify
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The article you're reading is edition No. 1 of our Growthletter, the newsletter where we publish advanced ecommerce strategies every week

Welcome to the first page of the Growthletter, the newsletter where I directly share what I study, apply, and test in my daily activities unfiltered.

I want to kick off this column talking about an extremely important concept for every ecommerce:

The main asset of an ecommerce is the data it holds.

By data, I mean everything that helps us better profile our market, especially emails, phone numbers, physical addresses, etc.

These are assets you’ll always carry with you.

If Facebook were to collapse, if Google were to collapse, the only thing you’d be left with would be your database.

Imagine that if one day you wanted to sell your ecommerce, the number of contacts available could greatly determine the sale value.

This concept has been assimilated by many marketers and entrepreneurs.

BUT, there’s a mistake 99% of ecommerces make: they limit themselves to asking for minimal data.

You shouldn’t just ask for a name and email…

But try to get more information like gender, date of birth, phone number, product preferences…

You’ll get a double benefit:

1 – In your database, you’ll have much more data, thus improving this business asset.

2 – You can use this data to optimize your marketing strategies.

 

To do this effectively, the strategy I recommend is progressive profiling.

A strategy that allows you to ask for much more data from people, but without damaging the number of contacts that come in.

Indeed, there is a sort of unwritten rule in marketing:

The longer a form is and the more data it asks for, the fewer people will complete it.

 

So, how to find the right balance between the number of contacts that come in and the data we ask for?

With the strategy of progressive profiling!

Asking for more data, but little by little.

Here are some practical strategies we’ve tested in recent months that are bringing us great results:

 

MULTISTEP POPUPS

The classic popup to get new users to sign up but adding one more step.

Since we activated it, we’re getting the same number of emails, but about 40% of users also leave their phone number.

This has allowed us to create a list of thousands of contacts to which we can send SMS (with open rates of 90%).

 

REQUEST BRIEF INFORMATION IN THE FORM

Not always increasing the number of fields reduces the number of contacts. Look at the example below:

In addition to name and email, we also ask what they are interested in.

We A/B tested this form vs a form where we only asked for name and email.

Result: No decrease in conversion rate!

This way, we were able to create segmentation strategies, both in the Welcome Sequence and in newsletters, communicating based on expressed interests.

 

COLLECT DATA THROUGH EMAIL

You can also collect additional data on your current customer database.

One strategy we implement with various ecommerces is to collect  birthdaysat the end of the Welcome Sequence.

We send an email with the subject “Happy Birthday NAME”, and this below is the copy:

With this strategy, we also collect the birthdays  of about 25% of the people who enter the Welcome Sequence.

Thus, we can also activate the Birthday Sequence, a sequence that sends a discount as a birthday wish.

This is to show you that you can use the data you have  collected to gain even more data.

Here we are at the end of the first page of the Growthletter.

If you haven’t already, I recommend applying this strategy of progressive profiling to your ecommerce.

That’s all for today, talk to you soon!

 

Wishing you good growth,

Thomas

we wave, you grow

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