What is the best case study format to turn visitors into sales?
A great case study shows your potential customers how you’ve solved problems for customers just like them. It provides social proof that your product or service can solve their problems too.
But if your case studies are highly disorganized and unappealing, nobody’s going to bother diving in to find out why your services are worth it.
To tackle the key problem of lengthy, boring content and short attention spans, you need the best case study format to engage your buyer personas quickly and keep them locked in.
Read on to learn how to structure the perfect case study so that you have the perfect format to turn every potential client into a sale.
Some context: What is a case study and why are they important for sales?
In sales, a case study is any success story, evidence, or data that shows how your product or service benefited a customer. Case studies tend to show how a customer overcame a problem, using your product or service as the solution.
One in five sales professionals complain that they don’t have effective sales content to meet their targets — case studies help to tackle this issue.
The first thing she says when the case study begins is:
“The thing that I really appreciated about Testimonial Hero has been the commitment and understanding of what we’re trying to achieve. I can be comfortable and confident that I’m always going to get a high-quality product that meets exactly what I want.”
Without giving any background information, she shows exactly why the solution is valuable straight off the bat.
3. Give a background of the company
Once you've hooked your prospect, give them a rundown of the case study candidate.
Ideally, your sales team will show prospective clients relevant case studies. By giving background information about the company, you draw a connection between the prospect and the past customer.
You’re effectively saying, ‘if this solution works for them, it will work for you.’
Make sure you give background on the company’s industry, their specialty, the types of products they sell, and how their team works.
That way, you have multiple points of relevance for all different potential clients.
Check out this case study where Propel Technologies is explaining how they used RingLogix.
The case is presented by the founder of Propel Technologies, who explains exactly what the company does, how it operates, and the size of its customer base.
4. Describe the key problem
Clearly explain the situation that your customer was facing before they turned to you for a solution.
Outline what they were doing before and how this was negatively impacting their operations and bottom line.
For sales reps, they can use this case study as supporting evidence for a potential client with the same issue. Prospects can sympathize and put themselves in your customer’s shoes.
Having your case study candidate explain the impacts of the problem shows your prospect what will happen if they don’t address the issue.
Look at this Tarsus case study example, for instance.
Before implementing UI Path, Tarsus found it couldn’t cope with the workload it was experiencing.
As Supply Chain Executive Tim Proome explains, “Prior to UIPath’s RPA solution, we found ourselves in the situation where we were very manual — a large portion of our work was data-capturing, we were inconsistent in our workflows, inaccurate, and we didn’t have the ability to scale for our clients.”
Prospects in a similar situation can relate to this problem, making them more open to seeing UI Path as a solution.
5. Explain how you tackled the issue
Take this opportunity to run through the exact solution you put in place.
Don’t ramble on about everything you did. Simply explain the analysis process and then jump into clear steps of how you helped the customer overcome their key problem.
This gives your prospects an idea of what they can expect when they pick your products or services.
They can get a grasp on the scope of work that’s involved and what a similar solution may look like for their organization.
Jake Matulewicz breaks down the process Testimonial Hero went through to find an appropriate solution. He explains exactly how customer evidence videos are conceptualized, scripted, produced, and delivered in just a few concise sentences.
6. Outline the benefits of your involvement
Take a moment to revel in your glory, explaining the positive impacts your solution brought to the company.
Explain exactly why the company liked working with you and what they gained from implementing your services.
Acting as social proof, this shows prospects the results they can expect by picking your proposed solution.
Westside Family Medicine does this particularly well in their case study for Klara.
The Practice Manager, Mazel Malayev, says, “Patients love Klara. It’s fast, convenient, easy.”
Bertie Bregman, Family Medicine Practitioner, supports this by saying, “People say the office runs smoothly, we’re easy to get in touch with, we get back to patients.”
7. Get an explicit recommendation
Don't mince your words — say what you mean and make sure your clients do, too. Get them to explicitly recommend your services to your future clients.
This is an especially effective tactic for a video case study, as prospects can see a satisfied customer personally recommending your brand. If it’s a written case study, try to get a quotation.
Look at how MoodFabrix recommends Adfix, for example.
As co-owner Eric Sauma puts it, “I would definitely and highly recommend Adfix. They’re a great partner and most importantly, I think they do care.”
8. Keep it under two minutes
Don’t belabor the point. Write a concise script and keep it under two minutes.
Not only will keeping it short and sweet make sure your audience stays engaged, but it also makes your video case study a great marketing tool to use on social media.
Relevant facts and specific numerical data provide great supporting evidence for your solution and offer a good measuring stick to help customers compare your products to alternative solutions.
In today’s world, where attention spans are short and information needs to be engaging, videos offer the best case study format to capture your prospects quickly and provide them with detailed information in a persuasive way.
Remember, while it’s wise to keep video case studies brief, you’ll need to include all key information that helps to build a sales case for similar prospects. Don’t forget to start with a catchy hook to really reel them in.
If you need help creating a captivating case study video to land more prospects, speak to the experts at Testimonial Hero.
Close deals faster with video testimonials for all key buyer personas.