One of the most commonly under-used parts of Infusionsoft (or marketing automation in general) is collecting psychographic data and acting upon it.  It’s hard because it forces us to use our heads.

It’s much easier to collect demographic data (location, age, etc.) but that’s not nearly as helpful when it comes to developing a solution to a deep seated goal or pain.

For example, let’s pretend that we are creating a few campaigns to market new products for a health and fitness website.  If visitors opt-in on a page related to losing weight, we can assume that losing weight is likely a goal of theirs, and we can capture that information by tagging anyone who opts-in on that web page as [Goals -> Lose Weight] in Infusionsoft.

Now that we understand a primary goal of the visitor, we can add them to a sequence that specifically offers advice on the best ways to lose weight. Doing so, we’ll also be able to reduce the chance of losing their attention by sending information that he or she is NOT interested in.

Sending ultra-targeted information will reduce unsubscribe rates and improve conversions!

Now let’s look at another example.  An older gentleman visits our theoretical site, fills in his info to download a free report on nutrition to slow down the effects of aging on our body.  We notice (by paying attention to Infusionsoft analytics) that he has viewed nearly every page related to nutrition for wellness, but hasn’t clicked a single link related to losing weight.

For this guy, it makes way more sense for us to send him a tailored campaign surrounding the content that he’s shown interest in.  By sending him relevant information, he’s more likely to stick around and hopefully become a customer!

Can you think of any good examples of psychographic data to be collecting for your CRM?  Share them below in the comments!