How Loyal Are SMBs to Their Current Website Providers?

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.

Report Length– 12 Pages (pdf Download)

Charts/Figures– 6 Charts

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



For the past 3 years, Thrive Analytics has been conducting our 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 providers. Thrive Analytics used findings 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 Survey was fielded in June 2013. Survey results represent businesses from all categories and all sizes. Data by segment can be provided upon request.

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Jason Peaslee

Jason Peaslee is the Managing Partner of Thrive Analytics, a marketing research and analytics consulting firm. His career spans more than 20 years in marketing, advertising, product development, research, and business management. Before founding Thrive Analytics in 2010, he held several senior leadership roles at AT&T, Reynolds & Reynolds, Berry Network, & The Berry Company.

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