Today’s customers rely on research before they are ready to buy. According to Lori Wizdo’s blog for Forrester “today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to the vendor.” This puts more pressure on businesses to have good collateral, content and case studies easily available to prospects. This material will speak for your company and product before your salespeople have a chance to. Case studies or customer success stories are a great way to make a good impression and give prospects the practical information they need when considering your solution.
But what makes a good case study?
Use different formats
It’s important to have the traditional text-based case studies. These are easy to skim and download off your site so prospects can forward them along to decision makers. In addition, it’s good to add some variety with video testimonials as well. This allows viewers to get a more personal and in-depth look into your customer’s experience. Also, seeing a person face and listening to them speak freely about your product builds more credibility and trust.
Get good quotes
A good quote from a customer goes a long way. Especially if it’s specific and speaks to tangible results that can be achieved by using your product.
Formatting is your friend
Be sure to use design features and formatting to highlight the important parts of your case study. People are busy and more than likely they’re going to skim your case study to find the parts relevant to them. Use boxes, bullets, colors and other design elements (tastefully) to call out the important details of your case study.
Statistics are your friend. If your customer has seen a 15% improvement thanks to your product, say so. The only way to get specific details from your customers is to ask specific questions. Too many times, feedback questionnaires given to customers are too broad. The more specific you can be the better.
Take a look at our case studies to see these tips in action.