Capterra: Everything You Need to Know About the B2B Software Review Site

Capterra: Everything You Need to Know About the B2B Software Review Site. Capterra stands as one of the leading B2B software review platforms globally, a free resource to help businesses find the right software for their needs. It has established itself as a go-to platform for professionals across industries looking to evaluate and choose software solutions. With over 1.5 million verified reviews for more than 50,000 products across 900 software categories, Capterra has become a trusted source for software recommendations.

Capterra: Everything You Need to Know About the B2B Software Review Site

1. Humble Origins and Early Struggles

Capterra’s mission is simple: to be “the most comprehensive and helpful resource for software buyers.” The journey began in 1999, but its initial growth wasn’t rapid. Michael Ortner, the founder, started Capterra during a time when dot-com startups were booming. However, Capterra launched just before the dot-com bubble burst, leaving the company struggling for survival.

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For the first 18 months, Capterra almost ran out of capital. Ortner had funded the company using loans from friends and family. However, after two years, Capterra landed its first customer. The pace was slow, but soon Capterra switched to a pay-per-click (PPC) model—a decision that set them on a path to success.

During the early 2000s, Google gained prominence, and Capterra benefited from early SEO optimization, ranking high on search results for many business-related software terms. This organic traffic gave the company a steady influx of users. From 2002 onwards, Capterra began growing consistently, marking the beginning of its acceleration.

Key Takeaways:

• Capterra started in the early days of the dot-com era.
• Initially struggled due to lack of capital but found success through SEO and PPC models.
• Over time, it gained momentum, establishing itself as a valuable resource.

2. Acceleration and Growth

The turning point for Capterra came around 2003, when it managed to land a few more customers. What followed was an exponential growth phase. From gaining just one customer in the first year, the company managed to grow to 10,000 vendors by 2007.

By 2009, Capterra had introduced customer reviews, a crucial feature that helped fuel its growth further. Reviews allowed users to leave honest feedback about software products, increasing the platform’s transparency and trustworthiness. This resulted in a network effect—as more reviews were written, more people found Capterra valuable, and in turn, more vendors signed up.

Capterra continued to fine-tune its platform, constantly improving the user experience and adding new features to make it easier for businesses to find the right software solutions.

Growth Highlights:

• From one customer a year to over 10,000 vendors by 2007.
• Customer reviews introduced in 2009, which significantly boosted growth.
• Capterra’s network effect led to exponential growth in both vendors and user reviews.

3. Acquired by Gartner

By 2015, after more than 15 years of steady growth, Capterra had become a highly profitable business. The company was making over $1 million per employee, which attracted the attention of Gartner, a global research and advisory firm specializing in information technology.

In 2015, Gartner acquired Capterra for a reported $206 million, giving Capterra even more resources to grow and expand its services. As part of Gartner Digital Markets, Capterra is now part of a larger network that includes GetApp and Software Advice, both of which serve a similar purpose.

This acquisition enabled Capterra to scale further, improving its search capabilities, increasing the number of software categories, and adding more sophisticated tools for both buyers and sellers. It also helped solidify Capterra’s position as a top-tier B2B review site.

Gartner Acquisition Highlights:

• Capterra was acquired by Gartner in 2015 for $206 million.
• The acquisition helped Capterra grow and expand into new markets.
• As part of Gartner Digital Markets, Capterra now shares its platform with GetApp and Software Advice.

4. Why Software Buyers Should Start with Capterra

As a software buyer, Capterra offers unparalleled advantages. Whether you’re looking for accounting software, project management tools, or any business solution, Capterra’s wide selection ensures you’ll find what you need.

Key Reasons to Use Capterra as a Buyer:

• Extensive Software Listings: Capterra offers access to over 900 categories of software, making it easy for buyers to find exactly what they need, regardless of their industry.
• Verified Reviews: With over 1.5 million verified reviews, Capterra provides unbiased user feedback, giving buyers confidence in their decisions.
• Comparison Tools: Capterra’s comparison tools allow buyers to view products side by side and compare features, prices, and reviews.
• Free to Use: Capterra is completely free to use, so buyers can browse and compare software options without any commitment.

Step-by-Step Guide for Buyers

1. Browse Categories: Start by exploring Capterra’s vast list of categories, from accounting software to marketing automation.
2. Filter by Features: Narrow down your search by filtering products based on features, pricing, deployment, and customer reviews.
3. Read Reviews: Don’t forget to read the reviews! The star rating system is easy to understand and gives you an idea of the product’s strengths and weaknesses.
4. Compare Products: Use Capterra’s comparison tool to evaluate products side by side. This will help you make an informed decision based on pricing, features, and user feedback.

5. How to Make the Most Out of Capterra for Your Business as a Buyer or Seller

Whether you're a buyer looking for software or a seller looking to promote your business, Capterra has tools that can benefit both parties.

Tips for Buyers

As a buyer, you can leverage Capterra to search for software or service providers that match your needs. Follow these steps:

• Use the Capterra Shortlist: Each software category has a shortlist, showcasing the most popular software options.
• Buyer's Guide: For popular categories, Capterra offers Buyer's Guides that summarize the key features, trends, and pricing options for that category.
• Side-by-Side Comparisons: After narrowing your options, compare up to four competitors side-by-side.

Tips for Sellers (Vendors)

For vendors, Capterra offers opportunities to reach a vast audience of potential customers. Here’s how you can maximize your Capterra profile:

• List Your Product: Start by creating a free listing for your product. Ensure that your company profile and product descriptions are detailed and up to date.
• Encourage Reviews: Reach out to your existing customers and ask them to leave reviews. Positive reviews can help attract new customers.
• PPC Advertising: Capterra offers paid advertising options, allowing vendors to gain more visibility. With flexible pricing models, vendors can choose options that fit their marketing budget.
• Engage with Feedback: Keep an eye on the reviews left by customers. Responding to feedback—both positive and negative—can help build your company’s reputation.