Case studies are an incredibly effective form of marketing that you can use to help promote your product. Case studies take an existing customer and explore how they utilize your product to help them achieve their business goals.
We’ve brought together over 15 case study examples, case study tips, and case study templates to help you create a case study that helps you win business.
What is a case study?
A case study is a research method to gain a better understanding of a subject or process. Case studies involve in-depth research into a given subject, in order to understand it’s functionality and successes.
Mostly importantly: case studies are stories. In particular, business case studies tell the story of how your product or service helped a person or a company achieve their goals.
As well as being valuable marketing tools, case studies are a good way to evaluate your product as it allows you to objectively examine how others are using it. It’s also a good way to interview your customers about why they work with you.
Why should you write a case study?
Case studies are an effective marketing tool to engage potential customers and help build trust. By producing a case studies featuring your current clients or customers, you are showcasing how your tool or product can be used. You’re also showing that other people endorse your product.
In addition to being a good way to gather positive testimonials from existing customers, case studies are good educational resources and can be shared amongst your business or team, and used as a reference for future projects.
Case Study Examples
1. Highlight the key take away from the case study
When creating a case study, you should identify the key takeaways from your research. Use catchy language to sum up this information in a sentence, and present this sentence at the top of your page. This is “at a glance” information and it allows people to gain a top level understanding of the content immediately.
You can use a large, bold, contrasting font to help this information stand out from the page and provide interest. Learn how to choose fonts effectively with our Venngage guide and once you’ve done that, upload your fonts and brand colors to Venngage using the My Brand Kit tool and see them automatically applied to your designs.
The heading is the ideal place to put the most impactful information, as this is the first thing that people will read. In this example, the stat of “Increase[d] lead quality by 90%” is used as the header and makes people want to read more to find out how exactly lead quality was increased by such a massive amount.
If you’re conducting an in-person interview, you could highlight a direct quote or insight provided by your interview subject. Pick out a catchy sentence or phrase, or the key piece of information your interview subject provided and use that as a way to draw readers in.
2. Use icons to summarize information
In a case study you should use icons to highlight areas of your research that are particularly interesting or relevant, like in this case study example:
Icons are a great way to help summarize information quickly, and can act as visual cues to help draw the reader’s attention to certain areas of the page. In the example above icons are used to represent the impressive areas of growth, and are presented in a way that grabs your attention.
3. Use data to make concrete points
When conducting any sort of research stats, facts, and figures are like gold dust (aka, really valuable). Being able to quantify your findings is important to help understand the information fully. Saying sales increased 10% is much more effective than saying sales increased.
In the case study blow the key data findings have been presented with icons, and stand out from the page. We can clearly understand the information and it shows that the case study has been well researched.
4. Add direct quotes into your case study
To add an extra layer of authenticity you can include a direct quote from your customer within your case study. According to research from Nielsen, 92% of people will trust a recommendation from a peer and 70% trust recommendations even if they’re from somebody they don’t know.
So if you have a customer or client who can’t stop singing your praises, make sure you get a direct quote from them and include it in your case study. You can either lift part of the conversation or interview, or you can specifically request a quote. Make sure to ask for permission before using the quote.
This design uses a bright contrasting speech bubble to show that it includes a direct quote, and helps the quote stand out from the rest of the text. This will help draw the reader’s attention directly to the quote, in turn influencing them to use your product or service.
5. Use high contrast shapes and colors to draw attention to key information
Help the key information stand out within your case study by using high contrast shapes and colors. Use a complementary or contrasting color, or use a shape such as a rectangle or a circle for maximum impact.
This design has used dark blue rectangles to help separate the information and make it easier to read. Coupled with icons and strong statistics, this information stands out on the page, and is easily digestible and retainable.
6. Conduct a case study by researching the company holistically
When it comes to writing a case study, make sure you approach the company holistically and analyse everything from their social media to their sales. Think about every avenue your product or service has been of use to your case study company, and ask them about the impact this has had on their wider business goals.
In this B2B case study example, we can see that the company has been thought about holistically simply by the use of icons; by combining social media icons with icons that show in person communication we know that this is a well researched and thorough case study.
7. Cover short term and long term goals in your case study
When creating a case study it’s a great idea to look at both the short term and the long term goals of the company to gain the best understanding possible of the insights they provide. Short term goals will be what the company or person hopes to achieve in the next few months, and long term goals are what the company hopes to achieve in the next few years.
In this case study example, the short and long term goals are clearly distinguished by light blue boxes, and placed side by side so that they are easy to compare.
Use a strong introductory paragraph to outline the overall strategy and goals before outlining the specific short term and long term goals to help with clarity.
8. Use emotive, persuasive, or action based language in your case study
Create a compelling case study by using emotive, persuasive and action based language when customizing your case study template.
In this case study example, we can see that phrases such as “Results that Speak Volumes” and “Drive Sales” have been used. Using persuasive language like this helps to inspire potential customers to take action now.
9. Use a monochromatic color palette to create a professional and clean case study
Let your research shine by using a monochromatic and minimalistic color palette. By sticking to one color, and leaving lots of blank space you can ensure your design doesn’t distract from your case study content.
In this case study on Polygon Media, the design is simple and professional, and the layout allows you to follow the flow of information. The gradient effect on the left hand column helps break up the white background, and adds an interesting visual effect.
10. Keep your potential customers in mind when creating a case study
82% of marketers use case studies in their marketing, because it’s such an effective tool to help quickly gain customers trust, and to showcase the potential of your product.
By creating a case study you’re telling potential customers that they can trust you, because you’re showing them that other people do. Not only that, but if you have a SaaS product, case studies are a great way to show how other people are effectively using your product in their business.
In this case study, Network are demonstrating how their product has been used by Vortex Co. with great success; instantly showing other potential customers that their tool works and is worth using.
11. Use charts to visualize data
Charts are an excellent way to visualize data and to bring statistics and information to life. Charts make information easier to understand, and to illustrate trends or patterns.
In this case study example we can see that a chart has been used to demonstrate the difference in lead value within the Lead Elves case study. Adding a chart here helps break up the information and add visual value to the case study.
12. Summarize information on the first page of your case study template
Whilst it’s important to be thorough with your research for your case study, it’s equally as important to summarize the information you have gathered. Writing an effective summary at the beginning of your case study helps set the scene and expectations for the reader. Summarizing the information also helps people skim your case study and still understand the important points.
13. Use visuals to create an engaging case study
Nobody wants to read pages and pages of text–and that’s why Venngage wants to help your communicate your ideas visually. Using icons, graphics, photos, or patterns helps create a much more engaging design.
With this Blue Cap case study icons, colors, and patterns have been used to create an engaging design that catches your eye.
14. Think strategically about how you approach each case study
To maximize the effectiveness of your case study, you should think strategically. Before starting your case study research, think about what you aim to learn or what you aim to prove. You might be aiming to learn how a company conducts business, or develops a new product. If this is the case, base your questions around this.
If, like in this case study example, you want to showcase how a customer uses your product for growth you should ask questions that inform that answer.
Some good questions you could ask would be:
- Why do you use our tool or service?
- How often do you use our tool or service?
- What does the process of using our product look like to you?
- If our product didn’t exist, what would you be doing instead?
- What is the number one benefit you’ve found from using our tool?
15. Keep it on brand
If you’re creating a case study to promote your product, make sure that your case study is following your brand guidelines. This means using your brand colors, brand fonts, and your logo.
With Venngage’s My Brand Kit tool you can upload your brand colors, fonts, and logos and see them automatically applied to your designs.
16. Vary your fonts and make use of color, icons, and graphics for an eye catching case study
Case studies shouldn’t be boring. In fact, they should be beautifully and professionally designed. This means the normal rules of design apply. Use fonts, colors, and icons to create an interesting and visually appealing case study.
In this case study example we can see how multiple fonts have been used to help differentiate between the headers and content, as well as complementary colors and stand out icons.
Use these tips and case study examples to create a winning case study
Once you have created your case study, it’s best practice to update your examples on a regular basis to include up to date statistics, data, and information. You should update your case study examples particularly often if you are sharing them on your website.
It’s also important that your case study sits within your brand guidelines – find out how Venngage’s My Brand Kit tool can help you create consistently branded case study templates.
Case studies are important marketing tools – but they shouldn’t be the only tool in your tool box. Content marketing is also a valuable way to earn consumer trust.
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