How Loyal Are SMBs to Current Website Providers?
WEBSITE PROVIDERS HAVE LOW NPS® & HIGH EXPECTED CHURN RATES
Thrive Analytics recently surveyed small & medium-sized businesses to gauge their loyalty to current Website providers via the standard "intent to recommend" Net Promoter question. When the results were compiled, the website provider's Net Promoter Scores® ranged from a -57 to +15 with an overall average of -25. This indicates there are more detractors, who tarnish your image and readily switch to competitor, than promoters, who help generate profitable growth. Several factors contribute to the overall low scores, including no or limited contact from current providers, poor results, and lack of customization. These low scores have contributed to high expected churn rates with 40% of SMBs expecting to change providers within the next 12 months. To stymie the churn and increase SMB loyalty, website providers should utilize the criteria SMBs stated they are looking for in a website provider to improve the overall experience for the SMB.
About "How Loyal are SMBs to Current Website Providers?"
For the past 3 years, Thrive Analytics has been conducting “Local Pulse” surveys on small and medium sized businesses to gauge their attitudes about the economy, what they are doing with their marketing budgets, what role social and digital media are playing in generating leads for them, and how satisfied they are with their current providers. Thrive Analytics interviewed respondents from the June 2013 “Local Pulse Survey”, fielded to 1,021 Small and Medium Sized Businesses from our Connected Experience Panel™, in the preparation of this report.
The report includes the following charts/figures:
1-1 Net Promoter Score Ranges for SMB Website Providers
2-1 Contributing Factors for Promoters
2-2 Contributing Factors for Detractors
2-3 Contributing Factors for Detractors (Other Responses)
3-1 Expected Churn Rate of SMBs
4-1 SMB Attribute Map for Website Providers
This report is available to our annual research subscribers and is also available for purchase ($299).