5 Reasons Why Case Studies are Important
INSTRUCTIONS FOR USE Okay, so now that you understand the big-picture value of case studies, let’s narrow the focus and dive into some of the specific and tangible reasons case studies matter when it comes to increasing website conversions and directly driving sales.
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Niche-Specific ➜ ➜ ➜
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One of the great things about case studies is that they are very targeted and niche-specific. In other words, you will never see a case study – if properly developed – that’s vague or general. By nature, case studies hone in on a very specific goal that’s related to your product offering. As a result, you can rest assured your case studies are going to resonate with your target market. There’s very little risk that your case study will miss the relevance mark. While it is possible to mess up a case study, a properly developed one will always meet target customers where they are. Example: Our CodeInWP case study highlights how MonsterLinks helped them increased conversions by over 1000%. 3
Position Your Brand as Authoritative ➜ ➜
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Few things are trusted more than statistics and factual claims. Since case studies are built on the premise of researched conclusions, your decision to publish these documents helps position your brand as an authoritative figure in your industry. By regularly producing thought-provoking and insightful case studies, you’ll be able to fast-track your way to becoming a thought leader in your niche. For example, Yoast develops the most popular SEO plugin in the world which is used by over 4 million websites. In our Yoast case study, we highlighted how OptinMonster helped them add 10,000+ new email subscribers in a month. A case study with a well-known brand in the industry helps you elevate your brand.
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Explain How Problems are Solved ➜ Case studies are problem-centric and solution-centric. While a product page on your website may say something like, “Our widget helps you reach more customers,” a case study dives into this statement and produces takeaways such as, “Our widget helps you reach 42 percent more customers by uncovering X, Y, and Z needs.” ➜ While some customers may purchase your product based on the fact that a product page claims it’s an optimal solution for their problem, most want to know the “why” behind it. ➜ Case studies serve as the foundation for the “why.” ➜ Our case study with Ryan Robinson highlights how he recovered abandoning visitors and increased conversions by 500% using an exit-intent popup. 5
Provide Social Proof ➜ In this technology age, customers have ➜ ➜
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become more demanding in terms of proof. Fifty years ago, a customer relied heavily on sales copy when it came to making a purchase decision. If an advertisement for a pair of wool socks claimed it would keep their feet warmer than the closest competitor, that customer generally took the statement at face value. However, as social media and the internet have evolved, custom ers have been given access to additional resources and information. As a result, customers are far less trusting of sales copy and invest more in peer reviews and factual findings. Studies show 92% of online consumers look at a product review prior to making a purchase.
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Lead to Spinoff Content ➜ Many businesses with limited content budgets are hesitant to invest in case studies because of the cost and time commitment. While case studies certainly require a heftier investment, they’re also generally more efficient. ➜ After publishing a case study, you can then hone in on specific takeaways and use them as a framework for spinoff content. ➜ This spinoff content could take the form of blog posts, newsletters, video features, or podcasts. Think of a case study as research. Once you’ve conducted the research, it’s fairly easy to discuss the intricacies in more detail.
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