Case studies should be at the top of your to-do list right now.
Buyers need solid proof that your product or service is worth the investment. And if you want to provide a good sales experience, then you need to reduce uncertainty for your prospects.
As for your current customers, you need case studies that help you upsell or introduce new ways to use what you offer. Use these examples to help frame your next case study.
Use quotes to tell the story
Bizible’s Pitchbook case study is already short, sweet, and to the point. But what makes it really stand out is the use of client quotes as headlines. I’m a big fan of this practice because it lets you tell the story in the client’s words.
We know attention spans are super-short, and guiding the reader with direct quotes from their peers is a good way to get to the point for those who won’t spend time on the meat.
Upsell to current clients
As we all know, it’s cheaper to keep a client than it is to acquire a new one. And if you’re creating content that’s focused on the bottom line, you need case studies that help you upsell.
That’s what Jellyvision does beautifully in this case study. Best Buy was an existing customer (which they gently remind the reader). The case study tells how Best Buy solved issues with its leave of absence process by easily adding another module to its existing system from Jellyvision.
Tell a story within a story
In this case study for BadgerMaps, Baremetrics tells a story about a conversation with the client:
The personal story lines up perfectly with Baremetric’s down-to-earth brand voice. And it creates an instant connection between readers and the company. The case study then goes on to explain why the client is so pleased with the product and ties back to the anecdote at the end.
Tease what’s next
Case studies don’t have to end with outcomes. iOFFICE uses the final section of its Under Armour case study to share how the client plans to use the system more effectively in the future.
By giving the audience an idea of what’s possible beyond the initial engagement, iOFFICE is helping readers envision the full range of possibilities in practical terms.
Transcribe your video case studies
Video is hot. Video case studies are super hot. And I know you spend a lot of time (and money) producing them, so you want them to be seen. But not everyone has the time, interest, or ability to view a video.
Breathe transcribed their video case study with timestamps to improve accessibility.
It’s a simple, and relatively quick, way to make your content more consumable. After all, if you’re trying to seal the deal with a decision-maker who has an aversion to video, why not serve up the content in a format that they like?
Skip the solution
The challenge-solution-benefit format is the godmother of all case study templates. Some brands have deviated from the formula with minor tweaks, while others have abandoned it altogether.
Tulip chooses to skip the solutions section and weaves it into the results. For companies that don’t have a large breadth of offerings, this solution is a great way to create a more succinct case study.
Set up the scenario
Most case studies dive right into the goods: who the client is and what problem they needed to solve. But Unbounce takes a moment to put the reader in the same scenario as the client.
This approach, along with the second-person voice, connects the reader to the problem more quickly and draws them into the story. When you can relate, you want to know what’s next.
Walk through the solution in detail
The Tulip example showed how you can skip the solutions section; this example from NorgayHR adds the solution and a little more.
Since NorgayHR is a consulting firm, it makes sense to include both the solution and findings. Consulting doesn’t produce a tangible product, so case studies for companies in this sector need additional detail to convey the real value of what they offer.
Start with a summary, then tell the whole story
The more complex your solution, the more you need to explain. But, people don’t like to read. Enevo uses a short problem-solution-benefit summary at the top of its case studies for readers with short attention spans.
Now the waste management technology firm can give the full run-down on how it solves problems for customers without losing the prospects who prefer to skim.
Make your resources page engaging
Leave it to Uberflip to create a case study landing page that makes you want to click. Its Customer Stories page is spot on:
This collection of videos, testimonials, and articles is engaging. And it’s easy to choose your own adventure.
Use the interview format
If you’re bored with the challenge-solution-benefit format, and your brand is really focused on speaking human-to-human, consider using the interview format, like Invision.
Invision’s content focuses heavily on the people who use its design collaboration tools. So it’s fitting that a case study focused on collaboration for remote teams lets the people using the tool talk.
Hopefully, these case studies inspire you to find new ways to tell your story. And remember, templates are good, but don’t be afraid to have a mix of styles. Let the story dictate the right format.
Need help crafting your next case study? I'd love to help. Get in touch with me to get started.