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Hate to throw precious $s 'down the gurgler' in this climate...
We market B2B software and Capterra's directory rivals the traffic of a targeted Google Adwords campaign for the same. The quality is good, too. We measure conversions through to leads and sales and it works well.
I recommend them, but like anything you must:
* have relevant landing pages with good offers
* take the time to look through their categories - you can be in multiple ones, and you should be in all of the ones that are relevant for you.
* bid to be in the top 3 spots to get any decent traffic. In the top 3 you should find lots of traffic.
I regularly see Capterra leads come through for B2B software that cost 2-3x Google AdWord's cost per lead...with very little difference in sales conversion rate.
We're talking about software that costs $20k+ to implement and license...so the Capterra leads are easily worth it given the size of the market for this particular software.
So I would say to be conservative, you may want to calculate 2 or 3 times your AdWords cost per lead if you're pursuing leads and if you already use AdWords...Sorry I don't have a really good answer for direct sale/ecommerce purchase conversion rates from Capterra.
Hope this info helps!