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Seventy percent of B2C customers look at product reviews before contacting a salesperson. The reality in the B2B world is the same. According to Avanade, 61 percent of business decision-makers view third-party sites and peer reviews as more important than conversations with a company’s salesperson. They are your invisible customers.
I admit it: I am a website snob. I bounce if the site looks like a 1999 relic or if the thing was created in PowerPoint. Other pain points? Poorly written copy, load times, et cetera. I may give a site a few seconds if I think digging for some information is beneficial, but, generally, I leave. I’m not alone.