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The Real Reason Why B2B Buyers Only Spend 60s on Your Website (It's Not ADHD)

I’m sure you’ve seen this stat: Buyers spend ≈60s looking at vendors’ websites.

The stated cause? Short attention spans, ADHD, social media, you name it…

But for B2B services where contract values reach or exceed $250K, are buyers really bouncing because your website didn’t provide a dopamine hit?

Our study says there’s a more logical explanation.

We asked 100+ Atlanta B2B buyers how they screened vendors, specifically those who purchased B2B services ($5k - $250K+ in contract size) in the last 9 months.

Here are the top clues from our research:

That means, almost 2 out of 3 prospects visiting your site are educated and know what to expect.

“This site is for someone who’s never done any research before,” said one Experience Buyer we interviewed.

What they want to see is why you’re different, and if they can’t find it quickly, they’re out.

Did you expect that from First-Timers? I know I didn’t.

I would have guessed 1 or 2 from referrals. But, 3-8? That surprised me.

Suppose you’re searching for a [XYZ] service provider.

What would *you* do when you visit a vendor’s website when you *already* have a shortlist of 3-8 vendors?

How long are you on that site for? 60s?

Sounds about right, because if they don’t look any better than the vendors on your shortlist, I bet you’re out immediately.

Now could short attention spans or ADHD be contributing factors? For sure.

But, I don’t think that’s the main reason why buyer leave quickly. To me, the research data gives more logical reason at least for buyers in Atlanta.

Want to see what these buyers are actually looking for? Hint: there are 7.

Take a look at the full study. You can even compare First-Time Buyer vs. Experienced Buyer.

No email required.