strategy·Published 2024-05
Vendor Logo Count on Company Website and Customer Churn Rate: A Positive Association
Principal investigator: Dr. Percival Ashcombe, Chief Research Officer.
Companies displaying more vendor and partner logos on their website homepage experience higher customer churn in the subsequent year.
Methodology
Five hundred and twelve B2B software and services companies were selected from a sample frame the Institute constructed by identifying companies with publicly accessible pricing pages and at least one customer success case study. Homepage logo counts were manually recorded by Institute research associates on a designated audit date; logos were counted regardless of whether they were labeled as 'customers,' 'partners,' or 'trusted by.' Annual churn figures were sourced from public disclosures, investor materials, or from industry analysts who were willing to characterize a company's retention as 'challenged.'
Funding disclosure: Funded by the Institute's Digital Strategy Research Reserve. No participating company was informed that its homepage was being audited.
Instruments cited in this study
Full citation
Ashcombe, P. (2024). Vendor Logo Count on Company Website and Customer Churn Rate: A Positive Association. Institute for the Study of Pointless Metrics. r = 0.74, p < 0.001, n = 512.