Progressive Targeting Explained – Data Beyond Analysis

Website surveys give you tons of useful insights you can analyze to come up with new ideas for website development, communication changes or product shaping. But what if you could actually go beyond that, and utilize data gathered to engage your visitors better, personalize their experience, help them move down the funnel or… create even better surveys?

progressive targetting

With Survicate, it is possible and easy. One of the features that make our application unique among website survey tools is progressive targeting. When people visit your website Survicate creates a profile for each of them and tracks their behavior, source, technology, cookies, language, time and many other things. Once you start surveying them, it also associates responses with visitors’ profiles. Below you can see a sample profile of a visitor that has been engaged with few short, targeted surveys and a lead form. The properties and tags correspond to answers from different surveys.

audience targeting

Information gathered can be utilized to for better targeting of your surveys and calls to action when visitors engage more with your website and when they return. It can be used to create a chain of different micro-surveys/calls to action linked together and launching along sessions.

Let’s use an example – ours would be the best. We integrate with different CRM/Marketing automation solutions which give our users additional value. If we have a new integration we want to promote it only among users who will benefit from it. What we do is a survey that aims to discover which solutions are being used and once we have an integration-ready, we can guide only a particular segment of visitors to a blogpost.

There are several cases when progressive targeting comes in handy:

  • Your sales process includes many stakeholders and they need different information – you may want to segment your visitors into buyer personas and guide them on your website. Example: different content based on department or hierarchy level.
  • You offer products to different segments of customers and you want to segment them and engage in a different way. Example: different offers for individuals, SMBs and corporates.
  • Your product is complex or you are being compared with the competition, your website is visited multiple times before the actual purchase/signup happens. You may want to discover competition being considered and promote your advantages over it.
  • You run a service with repetitive purchase / usage and you want to look for upsell opportunities or just get to know your users better.

Using progressive targeting is easy – its concept is based on so-called ‘tags’. When creating a survey question you can assign tags to your responses. Every time someone responds he will get those tags. When creating a segment of your visitors you can choose to include tags – then, only people that have answered in a  certain way in the past will see the survey or CTA.

In this example, we are running a survey on a blog post about our HubSpot integration to find out if the reader uses it. The survey is set to launch in 10 seconds to give the person some time to read about its benefits. This is how we ‘tag’ our responses – person confirming using HubSpot will get a tag ‘HS-USER’.

You can also see in the very first picture above, that the tag is present on the profile. Now, I can create a segment of actual HubSpot users visiting my website. I need to go to a segment creator, and in the section Have they been engaged with other widgets already? I will add my tag. You can also create a segment by excluding tags.

audience targeting

It is worth mentioning that you can also tag your calls to action, lead generation forms or entire widget to mark that a person has interacted with it.

We would love to hear your ideas for using progressive profiling in your business – please leave us a comment or drop a message on Intercom if you already use Survicate. And if you don’t – what stops you from creating a free account?

Kamil Rejent

Survicate's founder and CEO. 'I lead this adventure, empower the team, align all efforts and do my best to keep the energy level high.'

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