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For well over a decade, consumers have increasingly turned to online review sites to vet purchase decisions before they buy.
In fact, reading reviews prior to purchasing has become so ingrained in American consumption habits, 55 percent of all shoppers say online reviews influence where and how they spend their hard-earned cash. Why then, when every person on the street checks a review site before buying a coffee, is it such a surprise to the software industry that consumer reviews actually matter in their space? Just Google “Yelp of Business Software,” and you’ll see more than a handful of software review  sites (full disclosure: my own included) battling to be the preeminent source of software reviews. When Capterra introduced a business software reviews service nearly eight years ago, we immediately got pushback from software vendors. A flurry of new resources in the software review space making software reviews information more commonplace and widespread to B2B buyers? As for software companies: Why not encourage your users to share their thoughts with potential users? Regardless, your users will still be out there discussing your software’s service, functionality, interface, and price. Sponsored posts are content that has been produced by a company that is either paying for the post or has a business relationship with VentureBeat, and they’re always clearly marked. We can help you optimize your profiles and promote your business across social media websites to get customers that are ready to buy. We provide you with engaging content specific to your industry and ideas for giveaways that grow customers.


We provide you with an online dashboard where you can track all of your key metrics and see everything that is being said about your business online. Take a look at the top trafficked sites on the web, and it’s no shock to see consumer review sites by the likes of Amazon and Yelp both squarely in the top ten.
In an industry generally considered “innovative,” product reviews are a shockingly late-adoption. Between these new entrants in the space, and the growing popularity of product reviews across all industries, the software industry has reached a tipping point. In a recent survey of those who had read reviews of business software, 70 percent of respondents said that business services reviews were as or more important than reviews of personal services. Software vendors with reviews of their products received 22 percent more traffic to their website than those with no reviews.
When surveyed, 52 percent of B2B software purchasers said that they trust a software product more if it has a handful of negative reviews mixed in with positive reviews.
What changed that makes buyers so interested in what other users are saying about software, when traditional B2B sales and marketing tactics used to be enough?
Everything from, “I don’t want to participate,” to “What if somebody leaves a bad review?” Some jumped on board immediately, but the vast majority took more coaxing.
Capterra just surpassed 30,000 total software user reviews on our site, doubling our total number of software reviews between 2013 and 2014. For the past several years, there’s been a deluge of new entrants coming into the software space with more specific, niche products.


The content of news stories produced by our editorial team is never influenced by advertisers or sponsors in any way. It’s time for software industry goliaths to face the music: invest in actively managing their online reputation, or be wiped out by up-and-coming, lower-priced competitors who are already listening and responding to online reviews.
And the reviews aren’t being taken lightly either, with two thirds of respondents saying that reading reviews significantly impacted their purchase decision.
Even more importantly, the quality of web traffic for software with reviews is significantly better. You can be a part of the conversation, or you can continue investing marketing dollars into ignoring your problems. Software companies with reviews get 79 percent more sales opportunities from Capterra than those without any reviews. Having only glowing reviews of your product doesn’t give a prospective buyer a well-rounded view of what working with your product and team will be like.
While B2B buyers used to have a dozen or fewer software options available, they’re now facing hundreds or thousands. Software buyers who take the time to read reviews are often more serious, sales-ready prospects.



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