Any businessman will not be difficult to describe the benefits of the brand, but quite another thing to back up their real-world examples. Eloquent promises and loud statements are not always enough to convince consumers to try your product or service.
Case studies (case study) - the ideal format to showcase the strengths of your company. Well thought-out work of this kind can turn passive website visitors into active customers, increase sales and help build a broad base of regular customers.
Many experts agree that the case studies can be even more effective than sending an email, posts on social networks and blogging articles that are worth noting are very popular among online marketers. Using case studies to increase traffic and sales can make you a pioneer in this as yet poorly developed direction, and it is always an advantage.
Of course, writing a compelling case study - not an easy task. You need to step back and carefully analyze your actions when working on a specific project, a detailed review of the customer, compile all your mistakes and win and draw conclusions that will convince readers to your professionalism and ability to realize their goals.
With a little work, get creative inspiration and all your efforts will pay off the rapid growth of sales and conversions . This is a detailed step by step guide will help you successfully pass the thorny path to writing a brilliant case study.
Think of the current topic
Look for topics that are relevant to the interests of the majority of your readers. Exotic cases are unlikely to attract a wider audience. If most of your customers do business in the medical field, it makes no sense to write a case study about the customer in the retail trade. Soak up the aspirations and efforts of their potential customers and highlight issues that really matter to them.
Select the appropriate client
Companies with hundreds or thousands of clients may encounter difficulties in choosing notable case for consideration in a case study. Even if you have only a dozen customers, it can be difficult to choose the very best candidate. No matter who it is: Loyal customer or a relatively new fan of your brand. The main thing - to show how you cleverly and wisely decided his problem.
Do not try to go on someone else's behalf. Show off the fact that you cooperated with the largest and well-known company is not enough to write a first-class case. The fact that you served the giant market, of course, add pluses to your reputation. But it does not help to increase the conversion, if your research very superficial and clumsy.
It is important to demonstrate the results that can be evaluated from a mathematical point of view. Case studies to convince readers that your company professionally deals with the problems of clients and provide positive outcomes for all parties involved.
Conduct interviews and gather information
Accurate and detailed information is very important when writing a persuasive case study. You can get this information, interviews with the selected client.
Start a conversation with a few abstract matters, to create a relaxed atmosphere. Then gradually dig deeper to learn customer opinion about the results of your joint project. Be sure to record the interview on tape or make written notes!
To get detailed answers, you should ask clear and precise questions. For example, if your client says: "Your decision perfectly. It has simplified the work of my staff ", have specific examples of how their work has been simplified.
If possible, ask the interlocutor to provide quantitative details. The ideal answer should be: "Because of your decision, our company has increased its revenues by 20% in three months. The number of customers increased by 634 people, and the working time was reduced by 34%. " Now you have a quantifiable indicators that can be used as proof of the effectiveness of your technique.
Here are examples of questions that will help you get detailed answers:
- Our fees are paid off? What is the relationship between spending and revenue as a result of the project?
- Opened if your brand new features that were previously unavailable?
- How do you measure the success of the project, what metrics were used?
Even if the client wants to remain incognito in the case studies, the abundance of specific information will make your work more believable. Of course, companies often write fictional stories with false data. In some cases, fabricated research can be even more persuasive than truthful, but vague and superficial.
Organize your case study
After receiving a detailed review and calculated rates from your client, start writing the text of the case study and then design it to make the publication of a neat and attractive.
It is not enough simply to present the project and say that you have coped brilliantly with it. Break up case studies on topics that reflect your way of posing the problem to its successful resolution, describe milestones, list concrete steps. Imagine that you are reading a book without chapters - only with a prologue and epilogue. You will be wondering what happened between the beginning and end of the story.
Your case study should give satisfactory answers to the questions "Who?", "What?", "Where?", "When?", "Why?" and "How?"
Title case study - the first item that your potential customers will see. So make it eye-catching and informative. The title should answer the following questions:
- What kind of client is a case study?
- What problem he faced?
- How is this problem solved?
For example: "Internet shop doubles sales through PPC tools." This title tells readers that you have worked with an online store, who wanted to increase sales, and achieved this goal by using advertising with pay per click.
Describe in detail the obstacles faced by your client and their backstory to your intervention in order to demonstrate the demand for your services.
This section should answer the following questions:
- As your client cope with their daily tasks before they came to you?
- What obstacles he faced?
- He tried to solve the problem? How exactly?
- What kind of results he was hoping to get?
- In what state was a project when you have taken?
"Task" and "solution" are essentially the questions and answers. You have presented a particular problem. Now it is necessary to explain how it was solved.
Start with a description of the research process, in particular, specify:
- The metrics collected during the initial analysis of the project.
- Tools, technology and resources that were available at the start.
- Strengths and weaknesses of the company.
- Mission and corporate values of your customer.
- trumps competitors, which the client was hoping to adopt.
- Differences between customer strategies and market leaders. Gaps in operating and administrative processes.
- Manual processes that could be automated, and excessive costs that could be reduced.
- The ultimate aim of the client for the project.
- Several budget decisions and the criteria for their selection.
Next, provide detailed information on the chosen solution:
- What tasks it solves?
- What results do you expect?
- How long it took to get those results?
- What resources were used?
After you describe the research process, provide turn-based strategy, showing how it was implemented your solution. Retrospective analysis and recall all of your actions in the framework of the project. Make a plan, placing events in chronological order. Then Zoom in every step and justify its feasibility. Show that every minute of the client time and every dollar project budget was spent wisely.
After reading your case study potential customers need to understand exactly what you will do to achieve their goals. Do not just write "we chose the advanced technology" or "we use the best tools." This is very vague and abstract assertions. Clearly state what has been done to reach the goal.
Results / Achievements
Demonstrate the contrast between the initial state of the project and its heyday as a result of your efforts. Emphasize the fact that you helped his client reach his goals. Summarize the positive changes in a short bulleted list. Provide quantifiable metrics.
If you continue to work with the client after the completion of the project, list the indicators and tools used for the current analysis, maintenance and planning.
Pay attention to your writing style
Entrepreneurs, writing case studies, often fall into one of two extremes: either make a technical document, either openly advertise their business.
In the first case study looks like a dry, dull and lifeless report, written in highly specialized working language. Avoid complicated professional terms or, at least, provides a comprehensive definition. Most readers will be your potential customers rather than peers. Some tools, terminology and metrics may be unknown to them. Therefore, present your data in a readable and easy to read format.
Pointless to rely on other experts in your niche. Experienced digital marketers hardly will order your services.
Case study, openly praising your company and sending advertising appeals to the target audience, is also not a good idea. Of course, you can emphasize the fact that your employees will be happy to solve the reader's problems, but do not overdo it. Reinforce all your statements with facts. Otherwise, your success story would not be credible.
Try to find a happy medium between these two extremes. Be aware of these nuances, to develop a compelling writing style :
- Tells the story, rather than simply list the facts. The structure of the case study can be compared with a novel structure: introduction, the deployment of the conflict, the climax and denouement. Describe your work on the project through a solid plot, allowing readers to immerse themselves in your story. Show strength and progress to make a case study of a truly exciting.
- Imagine the problem that you are doing as an antagonist, and his client - as the protagonist. You play the role of auxiliary character who helps the protagonist to overcome difficulties and achieve a happy ending, a sort of Fairy godmother or genie, wish-fulfilling.
- Show the situation from the point of view of the client. Do not get carried away graphomania not to forget about the customer. Remember that it is - the main figure of the story, and his point of view is crucial.
- Use direct quotes in order to increase the credibility of your case study. Make sure that the facts listed in your customer quotes are not duplicated in your own text.
- Quotes of your team members will also be useful, as visitors to your site want to know who will work on their projects.
- Keep in mind that your main task - to satisfy the interest of potential customers. Do not use jargon and do not describe technical details. Case study - is the story of a real project, not a presentation for a professional conference.
- Reading long pieces of text can be tedious, so break them into paragraphs, use bulleted and numbered lists, headings, sub-headings and other formatting tools. Proposals should be brief and to nominate just one key idea.
Use visual content
Your research should be written professionally, include numbers and expert commentary. However, this does not mean that it should be gray and boring. Use visual content to break up blocks of text and file important information in a bright and attractive packaging. Display the key data in diagrams and tables. Take screenshots or use images with the products and your client's logo.
Be sure to re-read and edit your research. Once written the last line, take a break. Look at the work with fresh eyes after a day or two. You will surely find some small bugs and add new details.
Promote your case study
When the final version of the study will be brought to the ideal state, post it in a special section for case studies or in a blog on your site, make a post on social networks and send e-mails to attract more readers. Consider creating a video version of the case study to be published on YouTube. Make tweets using customer quotes and your team members.
Analyze audience participation, estimating the number of clicks, likes, watch time, comments and other indicators. So you will understand correctly the presentation style and promotion channels has been selected.
Even if you strictly follow all of the above advice is also worth a look out for the common mistakes that can spoil the impression of your case studies:
- A large number of authors. The involvement of a large number of colleagues and representatives of the client in writing your case study can be a fatal mistake. Conflicting viewpoints and stung the ego quickly spoil the atmosphere in the writing team.
- Hype your brand. As recommended above, do not use a case study for an open advertisement. If you try to move it to a reputable third-party resource editors flatly refuse to publish anything that seems too intrusive and advertising.
- Inattention to the target audience. Many experts write about what they know, using their preferred language, and without thinking about the readers' preferences. "Do not shoot the pianist - he plays as best he can." No, such an approach will not work here. The history of success of your project - it's not a personal diary or logbook. Draw a portrait of the average visitor to your site and focus on their needs and interests.
- Too long case studies. Light only the most important details, the data and conclusions. It is difficult enough to focus the attention of readers to your content in the era of information. If your success story is long, boring, and besides, riddled with errors, potential customers can quickly discard it and find other useful information in an easily accessible source.
- Waiting for brilliant victories and neglect of small achievements. Some companies believe that only large projects deserve coverage in the case studies and publications do once or twice a year. In this case, your website visitors may think that you had only two successful project, and the rest, if they were, were very mediocre. Small gains are also important because they help to build your reputation brick by brick.
I hope this article will help you improve your writing skills and create a first-class case studies to improve conversion.