Study Finds 72% of HR and Payroll Buyers Compare Multiple Tools Before Booking a Demo
A new analysis by software discovery platform Spotsaas reveals that most HR and payroll software buyers complete the majority of their research before ever speaking to a vendor. The study tracked more than 150,000 buyer journeys over a 12-month period and highlights a major shift in how business software purchasing decisions are made.
Buyers Research Before Contacting Vendors
According to the report, 72% of buyers compare at least three different software tools before booking a product demo. In addition, 34% of buyers visit competitor comparison pages after viewing a vendor’s website, and most buyers revisit pricing pages two to three times before making a final decision.
The study also found that most buying journeys begin on software comparison websites and “alternatives” pages rather than on vendor websites. This means many purchasing decisions are being made outside vendor-controlled platforms, making it difficult for vendors to track buyer behavior through traditional website analytics.
Spotsaas founder Rajat explained that by the time a buyer requests a demo, they have usually already compared tools, reviewed pricing, and created a shortlist of preferred vendors.
Why HR and Payroll Software Decisions Take Longer
The report explains that HR and payroll software decisions involve complex factors such as payroll accuracy, legal compliance, system integration, and employee management processes. Because these systems directly affect company operations and regulatory compliance, buyers spend more time researching and comparing options before making a decision.
This complexity leads to longer evaluation periods, repeated website visits, and more independent research before buyers contact vendors.
What Is Driving This Change
The study identifies three major factors driving this shift in buyer behavior:
- AI-powered research tools that help buyers gather information quickly
- Comparison platforms that provide pricing and feature comparisons in one place
- Self-directed buyer behavior, where buyers prefer to research independently instead of talking to sales teams early in the process
The report also notes that most buyers do not make decisions in a single session. Instead, they return multiple times to review pricing, compare features, and evaluate alternatives before making a decision.
What This Means for Software Vendors
The report suggests that HR and payroll software vendors need to change their marketing and sales strategies. Instead of focusing only on demo requests, vendors need to ensure they are visible during the research phase, especially on comparison websites and alternatives pages.
Vendors that provide clear pricing information, easy-to-understand feature comparisons, and visibility on software comparison platforms are more likely to be shortlisted by buyers.
Industry Impact
The findings highlight a shift in B2B software purchasing behavior, where buyers are now more informed and independent. Much of the decision-making process happens before vendors even know who the buyer is.
As a result, vendors must focus on being visible and informative during the early research stage rather than relying only on traditional sales funnels and demo-based marketing strategies.
