Capterra’s SEM data revealed that 98% of traffic came from low- and mid-commercial intent users, yet 60% of software categories had high bounce rates and low conversion rates.

• Lack of user trust in Capterra as a brand, leading to low engagement and return visits.

• Unclear search result logic, making it difficult for users to understand how software recommendations were generated.

• Insufficient insights on the results page, preventing users from making informed software decisions.

• Users lacked knowledge of their needs, resulting in difficulty filtering and choosing software effectively.

Capterra needed a new value proposition for mid-to-upper-funnel business users to increase engagement, lead generation, and data collection.