No business can please everyone and Capterra is no exception. We lose advertisers every month and it never ceases to frustrate us – especially since they often leave for the same predictable reasons. Our hope is that if you are a software company considering using Capterra to help drive web traffic and sales leads that you read this first!
Reasons You Might Cancel Your Capterra Campaign
- Your website (or landing page) lacks a strong offer. A successful software website will highlight a compelling free offer above the fold on virtually every page. The two main examples are “Free Demo” or “Free Trial.” Maybe you don’t offer a free trial, but we have yet to meet a software company that charges a fee to demo their software. Without a strong offer, you are probably relying on your prospects to click on a Contact Us link – and that just doesn’t cut it. None of your campaigns will work well until you add the offer!
- Your offer does not link to a short form. Instead, it either links to a form that is too long or no form at all. The reason to have a form is two-fold. First, asking a prospect to complete a form works better then asking them to call or email you. This may sound surprising but we learned this from our advertisers who have tested it and the results were not even close. Short forms substantially outperform phone/email. Second, a form makes it much easier to track the referring campaign for that lead. (More on that later.) The reason to keep your form short (name, email and phone) is that fewer fields means fewer reasons for someone not to complete it. If you really want more information such as zip code or position then you can simply capture it in a second form. If the prospect skips that one, at least you have their information from the first form.
- Your website or landing page has poor content. You need to concisely state what makes you different and how your software helps your clients. Testimonials are great for this. Case studies, lists of benefits and virtual tours also help. Without this content, your offer is less enticing.
- You are not properly responding to leads. When someone completes your form, do they receive an auto-responder? Is it personalized? Does it ask an engaging question? How long does it take for sales to actually reach out to them? The faster you respond, the more likely you are to make a good connection. Every hour – even every minute counts. When you do respond, what is the quality of that response? Are you asking the right questions? Do you have the right message? Your response needs to be both timely and engaging.
- You are not properly nurturing your leads. After your first response, do you grade the lead? How long will you continue to reach out to the lead? We have found that continuing to follow up for six to nine months makes sense given the length of the buy cycle for many companies. Furthermore, a top priority of those follow-ups should be educating the leads with useful case studies, white papers, webinars, etc. Emails that say “just touching base to see if you are closer to making a purchase decision” simply don’t cut it anymore.
- You have a niche product or target market. For example, you only target companies with a billion or more in revenue. If this is the case, then all of your advertising efforts will result in lots of leads that are no good for you. You have three choices: develop a different version of your software for these other market segments, partner with another company that already does and sell them these leads, or stop advertising.
- Capterra did not provide enough volume to make it worth the effort. This happens sometimes. Capterra covers hundreds of software categories. We have a huge presence in some and a smaller presence in others. If we are only driving 20 web visitors and one lead on a monthly basis, this may not cross your minimum threshold. We get that. But, it is our goal to have a large presence in all software categories, so give us time and we’ll work to get you back!
- Capterra sent bad traffic. Yes, we acknowledge that this is possible – particularly over a very short period of time. We have tried PPC channels that provided us bad traffic and even the big search engines do from time to time. Capterra is constantly testing new ways to reach new software buyers and some of these drive bad traffic in the short term. This is why we work so closely with all our clients and heavily promote conversion tracking. If you are doing everything right and your conversions are poor, it gives us the opportunity to analyze our traffic and make the necessary changes!
The good news is that you are in total control of the first six items which represent more than 90% of Capterra’s cancellations. And, if you fix those, not only should your Capterra campaign succeed, but you will be much better positioned to succeed with your other lead gen efforts!
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