As we mentioned in our previous post around case studies, case studies are the best to way to tell your target audience about how valuable your products or services are, and how they benefit them like no other.
Case studies go beyond the conventional customer testimonials and online reviews to present real life examples of how your business has resolved a common issue faced by your target audience. They highlight not just your value proposition but also your success in resolving the issue you’re addressing.
For example, our Case Studies section includes different use cases by different customers. A visitor can simply visit the page, hover over the visual icons and choose to read the one that is most relevant to his goals:
10 tips to create a perfectly converting case study
But since case studies already take weeks or months at a stretch to create, it is important to avoid as many mistakes as possible right from the beginning. Here are 10 tips on how to create a perfectly converting case study for your business:
1. Identify and address your ideal customer
You know who your target audience is. But do you know who your ideal customer is? The first and foremost step to complete before writing a case study, is to identify and understand your ideal customer. And then make the case study around his interests.
The goal of this step is to let the reader know:
- you know the industry trends
- people in the market trust your name
- you know how to ensure results
Case studies are like how-to guides for a specific use case, targeted at a specific target audience segment. When you craft them well, the reader finds it instantly relatable. The more the relatable, the higher are the chances of him using your business products/services to achieve the projected results.
2. Create a storyline from start to finish
The nature of case studies is mostly very niche specific and to the point. This might result in a boring content piece that a reader can’t get through. To avoid this, create a storyline for your case study from start to finish.
Here are a few questions to frame your story:
- who is the customer and what do they do?
- what were the customer’s end goals?
- what were the challenges he was facing?
- how did you help him overcome the challenges?
- what were the results from your solution?
If the customer has continued with your product/service, you can also follow up with him and keep updating your case study to show ‘ongoing results.’ This lets the reader know that you don’t just ensure a one-time result but an ongoing one.
3. Use an easy to consume format
As we mentioned in one of our posts before, online attention has become a scarce resource. The attention span on an internet user has dropped from 15 seconds to a mere 8 seconds. And this only goes to say that if your case study doesn’t look appealing to them, they’re not going to consume it completely.
To be honest, no one really likes to read a huge block of text – no matter how interesting the content actually is. So ensure that you use an easy to consume or readable format for your case studies. Some of the formatting options you must look into include:
- bold and italicized text
These formatting options not just make it easier for the reader to browse through your case study, but also enable you to highlight what you need them to focus on.
4. Include actual results and statistics
Yes, your product could have boosted a customer’s results to 10 times what it was – but how does a reader know what level you started at and how much the customer actually benefitted from your solution?
So instead of using general terminology to indicate growth, use exact or approximate numbers instead. This adds clarity to your case study and the reader gets to see some ‘real proof’ as well.
Tip: Remember not to use too many industry jargons as the reader might or might not be well versed with them.
5. Talk about your solution
Now that your reader knows how much your customer benefited from your product or service (point 4), it is time to also talk about ‘how’ you were able to deliver those results.
This is the point where you mention which products/services were used where and to achieve what. Go as specific as possible in taking names so that the reader knows what they should look for on your website or engage with after reading the case study.
Whether it is a mix of multiple solutions provided by you or a single one that aided to the stupendous results, be sure to list them all down!
Here’s a case study template by copyblogger:
6. Test out different formats
Stories don’t always follow a certain format. Nor should your case studies! Try and test different formats for your case studies such as interviews and discussions with your customers around where they faced a challenge and how your helped them, or a simple breakdown of what they need, what you offered, how it was implemented and what results it gave.
Remember, getting a quote from our customer will make the case study more relatable for the reader. And will eradicate the need for him to go seek for online reviews.
7. Make use of different content types
There are different kind of people in your target audience. While some might prefer reading to gain information about your business products and services, there could be those who would rather choose to watch a video or listen to a podcast around the same. So, don’t stay stuck on textual case studies.
Here are a few content types you could venture with:
- YouTube videos
But whatever content type you choose, remember to monitor the results it generates. So that from the next time onwards, you can invest time and other resources only in the one that your audience engages with the most.
8. Ensure they are easily discoverable
What’s the point of writing case studies if they’re not easily discoverable? People don’t go the extra mile to look for information around a business – they consume what is made easily accessible to them. So ensure that all your case studies are organized and easy to find on your website.
Here are a few ways of doing so:
- include them on your home page
- include a separate ‘case studies’ tab in your website menu
- share them frequently on social media
- promote them via paid campaigns
- include them in your newsletters
- make them a part of your onsite campaigns
For example, we’ve included ‘Case Studies’ in the top menu of our website so that our website visitors can easily see what we’re doing for our customers:
Over to you
Have you created case studies for your business? What are the rules that you follow for creating one that will most certainly convert?