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How to Write Customer Case Studies That Convert


You can turn leads to buyers—it's in your control.

Now you’re thinking - how?

Your leads want to see proof of your success. They want to know how you’ve helped businesses to overcome challenges and the results.

In one study, 81% of customers conducted online research before purchasing.

Get this: You need a converting customer case study. Your case study can be a selling point to showcase results and convince your next leads to customers.

Research showed how a marketing firm implemented case studies to increase closing rate by 70% and sales rate by 185%.

The simple truth is you need to fish where the fish are with the right hook.

Now that you know what your leads want, how do you go about it?

I’ll walk you through the whole process of writing customer case studies that will put your business on the map.

Why You Need a Converting Case Study

Case studies are critical to the success of every business. They reflect a happy-ending result your business created for other companies.

A case study analysing your business strength can spur a quick action-taking procedure. The fact is there is a psychological connection between your leads and the story you portray.

Once your case study can successfully evoke emotion, curiosity and desire, then your reader can make a quick buying decision.

Now you see how powerful a case study is.

  1. Evidence

Who establishes a truth without evidence?

No one.

So, that’s why you need a case study as evidence of your success. The case study will specifically spell out every action that led to the solution of your customers’ problem.

Many customers have heard different versions of promising stories from your competitors.

However, with the aid of a carefully written case study with proven data, leads can believe the authenticity of your solution.

2. Trust

When you communicate to your leads based on your previous success story, they will trust the brand without struggles.

Your leads can see your company's strength by reading or listening to your customers' stories.

Human nature tends to believe and act on recommendations more swiftly from customers who have used a product or service. That's why we tend to ask a friend about a company before having a deal.

3. Brand Awareness

Businesses now use case studies to educate potential customers about new projects based on previous success.

A company with specialized case studies for different industries will also gain credibility.

For instance, Facebook used their case study to demonstrate a strong brand awareness to prospects.

The Facebook case studies show how diverse industries, such as the automobile industry, can use Facebook marketing to develop their businesses.

How to Write Customer Case Studies That Convert

Imagine what it would be like to show your leads a converting case study.

By now, you know the score already. But even as rewarding a quality case study is, you must invest in writing the case study.

I can tell you that it’s not rocket science, but you must pay appropriate attention to every case study detail.

Remember that the goal is to write a case study that illustrates the peculiarity of your service or product. Most importantly, the case study must land you new clients or customers.

Let’s look at how you can write a converting customer case study.

1. Identify a Relevant Topic

The first point you need to critically examine is what you want to write about. You understand your product and your target audience.

It will be a wasted effort for an automotive firm to choose a case study targeting the healthcare industry.

To get the best result, narrow down your case study to a one-client-focused case study. With this approach, your client will be able to visualize their objectives in your story.

However, choose a relevant topic that resonates with your target audience per time.

2. Choose an Appropriate Client

Choose a customer whose story corresponds to the objectives of your case study.

In this scenario, your marketing staff might be resourceful in locating the client who enjoyed your product. You can also use your social media networks to identify satisfied customers.

It is now a common practice for satisfied customers to leave great feedback.

Amidst the pool of happy customers, consider the points below to choose an appropriate client.

  • The popularity of the brand
  • A brand with a positive result
  • A brand that has used your product for an extended period
  • A brand that understands your product/service
  • Client’s willingness to participate

3. Show Gratitude to the Selected Client

To be honest, only a few customers will agree to participate in your case study. Some customers may be willing to join if their company name is not published.

But one thing is for sure. You may get a positive response if you provide something in exchange as a reward, which will make your case study sound and effective.

The psychology of gifts explains that gifts re-establish relationships.

Some of the benefits you can leverage to persuade them to collaborate with your case study are:

  • Opportunity for brand awareness
  • Product discount
  • Free access to a service

4. Plan Your Case Study Questions

It's your responsibility to make the questioning session hassle-free. And you can only achieve this by preparing detailed questions.

The organized questions will also assist the customer in swiftly comprehending the case study.

Additionally, having a well-structured questioning policy will improve the outcome of your case study.

However, you can structure your questioning procedure in the manner described below.

Know-Your-Client Interview Questions

Your client will feel more comfortable with you if you have a chit-chat session.

That's not all, though.

You also need to know them by asking introductory questions. After exchanging pleasantries, introduce yourself and what you do in your role, then vice versa to the customer.

You can also inquire about their team size.

The Main Problem Interview Questions

This section asks specific questions related to the customer’s condition before consulting your service or product. Examples of questions to ask are:

  • What was the main problem you/your team had?
  • Did this problem affect your revenue - How?
  • Did you try any solution methods before consulting us?
  • Why do you think the other solution didn't work?
  • How did you hear about us and find us?

Solutions Interview Questions

This section focuses on the solution you provided and the uniqueness of the problem.

  • What prompted you to contact our brand?
  • Is there anything different about our brand and competitors you've consulted before?
  • Did any of our free services convince you?
  • Did our solution help your brand? How soon?
  • How do you rate your expenses and revenues as a result of this project?

Results Interview Questions

These interview questions help you to have a specific understanding of the customer's result based on the solution you provided.

  • How did you measure the success of our solution?
  • What parameters did you employ?
  • How has our solution impacted your YoY? Give percentage.

5. Schedule an Interview

When it's interview time, you can choose any preferred interview format. Some of the available formats of interview are video, Email, phone, and in-person.

For example, if you're interviewing multiple people in a team, you might opt for a video interview format.

However, regardless of the format, make sure you record or take notes during the meeting.

6. Write and Structure Your Case Study

Now that you have all the necessary information, you need to carefully craft an engaging case study powerful enough to compel your leads to buy.

Attention-Grabbing Headline/Title

Your headline or title is the first bait to gain your prospects' attention.

A relevant and captivating headline compels your leads to make a vital decision in a few seconds. However, you need to invest quality time and details in writing a good headline.

Your headline must address the following points and also answer the reader's questions..

  • Who the case study is about
  • The challenges
  • How the problem was addressed
  • The result (use numbers and percentage here)

Example of a captivating headline: "How Handled Scaled from Zero to 121 Locations in 18 Months with the Help of the HubSpot CRM Platform."

Most importantly, your readers must picture themselves in the case study you present to them. Every part of your case study matters.

Executive Summary

Summarize your client’s information in 2-3 sentences.

You can use the introductory interview question to generate answers for this executive summary.

Answer questions about your client business niche, their target audience, location of the business, and why you are in the picture.

Analyze the customer’s problem

You can analyze your customer’s problem in 3-4 sentences.

But highlight your client’s specific challenges, the effect of the challenges on sales, revenue, business growth, etc.

You can also mention their previous attempt before you were contacted.

Your solution to the problem

This section is where you communicate your business values.

You need to offer a specific solution approach to provide your prospects with clear information.

Explain the following:

  • The research process,
  • Data collected,
  • The chosen solution,
  • The resources,
  • The client’s goal for the project, etc.

Analyze every step or approach your business took to have the client’s desired result.

The result

Your case study result must show the before and after of your solution to the client's project.

Using numbers will paint a specific picture in your reader's mind. Furthermore, your prospects will have enough evidence to trust you with their issues.

So, discuss the percentage, YoY increase, new leads you generated for your client, etc.

Powerful CTA

Remember that your case study is a marketing strategy. As a result, you need to educate your leads or readers on what to do next.

You should also include why they should take the next action. In all you do, use a distinct and clear CTA.

7. Enhance your case study with visual elements

Use photos and charts to scale up your written case studies with your audience.

The human brain maintains and manipulates mental images quicker than written content.

Visuals will help you to deliver critical information in an engaging manner.

8. Promote your case study

How you promote your case study determines the frequency of your leads.

Although this is the last stage in your case study, it holds a powerful position in your conversion rate. According to recent marketing research, 54% of internet users use social media to research products.

So, exert more energy into your case study advert. You can employ your business social media platforms such as website, tweeter, YouTube, and your email marketing campaign.

Customer Case Studies Examples

Check out these examples to gather some inspiration for your next case study:

“L'Oréal Canada Finds Beauty in Programmatic Buying,” by Think With Google

The above case study example has a title that clearly defines the solution, the business, and the solution approach.

Also, the executive summary did a great job of introducing the client’s

primary problem - reaching its U.S. target audience.

With the phrase “doubled anticipated revenue”, a prospect can easily understand what the client in the case study benefited from.

Increasing in-store visits with awareness and conversion Facebook (now Meta) campaigns

Facebook leveraged its client - LifeStyle - to create a good case study.

The case study emphasized Facebook's solution after the client ran the Facebook awareness campaign.

Another significant part of the case study is the visuals that quickly summarize the case study.

This kind of case study saves the reader's time and hastens decision making.

"How Handled Scaled from Zero to 121 Locations in 18 Months with the Help of the HubSpot CRM Platform," by HubSpot

Hubspot has nailed it with its captivating headline. The headline explained the result, time frame and solution strategy in a sentence.

Not only that, Hubspot included a short explanatory video to boost their evidence and credibility.

But here’s the exciting part, this case study is a sure way for Hubspot to make more sales.

Start Writing Customer Case Studies That Convert

As you understand by now, the importance of a converting case study. You’ve also seen the expert-proven customer case studies examples.

You’ve seen your lead’s soft spot that can land you the sweet spot. However, apply the eight steps and learn from the examples discussed in this article.

Imagine converting over 80% of your prospects to buyers just with a persuasive case study.

So, what’s stopping you?