A SaaS Case Study is a critical step in the buyer journey, no doubt. Of course it all starts with having a great story to tell. Customer’s who are over the moon about the results you’ve provided them and who willing to share them with you are good as gold. However, that can all fall flat if the case study is poorly executed, making for a boring read that lacks focus, understanding, retention and recall. So delivering an effective case study needs to include a strong visual narrative which requires premium design, layout, graphics, understanding of reader-flow, and of course consistent branding – these are the pillars that elevate a case study from just informative to buyer-inspirational. As a creative agency, here’s our guide to creating better case studies that captivate, engage, and most importantly…convert.
Design isn’t just about aesthetics; it’s about guiding the reader’s journey. The human brain prioritizes everything we see, all the time. Really understand what your key takeaways should be, what order they should matter, then prioritize your information visually to follow. If your customer success metrics are the most compelling story, then prioritize them visually using highly contrasted color, size, and placement. If the written story about your client’s journey is more important, then do the same to place visual priority on that text box. A cleanly prioritized and intuitive layout ensures that your reader will retain and recall the key takeaways you want them focused on.
(aka Visual Storytelling):
Incorporating compelling graphics, charts, and illustrations to break down complex concepts and data points goes without saying. However, visual elements not only enhance comprehension but also evoke emotion and interest. Used as a tool of influence to Infuse personality into your case studies through custom illustrations, media, or photography that humanize the story and resonate with the reader on a deeper level. It’s not just about the data, it’s about the story the data can tell and the people behind the data.
Remember, case studies are all about connecting the reader with the subject of the case study.
Establishing this connection requires more than just data points, your copy and visual narrative must work together to form an emotional and analytical bond. Consider creating different versions of case studies, written and designed differently, connect with different customer personas. If your case studies will be online, consider using platforms like Evergage, BrightInfo, Optimizely to design and deliver different case studies (or even different versions of the same case study) based on who is visiting your site.
Writing too much copy is something just about everyone is guilty of from time to time. If your customer’s stories just can’t be told briefly, then lean towards adding more pages before deciding to nix powerful visuals. A one page case study packed with 8 paragraphs of text and few visuals won’t work as well as the same 8 paragraphs spread across 3 pages packed with visual information. Here’s a few interesting facts about the brain’s ability to process and retain visual versus written information.
Now we’re getting into some boss-level stuff to include in your case studies! Elevate the user experience, impact, and memorability of your case studies by incorporating interactive elements such as clickable prototypes, embedded videos, or interactive charts (and more). These elements not only engage the reader but also provide a more immersive experience, allowing them to interact with the product in real-time and envision its potential impact on their own business the very experiences we’ve helped our clients succeed with. A great software to consider for this would be Zoomifier or even designing custom micro-website landing pages for your case studies for almost limitless multimedia and interactive opportunities. For more ideas check out this white paper from ION Interactive. You can also reach out to our team to discuss unique opportunities to create compelling (yet still financially accessible) interactive content experiences for your customer funnel.
Crafting killer case studies will always start with a great story. Just like any of your favorite movies, it all began with a great script. But even a great script alone isn’t enough to make a great story into a great film. Just like a movie, your case study visuals can make or break its impact if not given the right level of attention. We’re not just talking about a designer who can ‘make it look pretty’. Great Case Studies are “produced”, meaning they require the expertise of visual storytellers to generate the greatest impact. If you already have that level of talent in-house, consider yourself very lucky (and pay them well so they’ll stick around and not consider running off to start their own agency!). If you aren’t in that enviable position however, and feel your case studies lack the visual confidence they should, our team is here ready to support you, and at prices that might surprise you.
Having trouble actually getting your client’s to provide a Case Study “script” to even begin crafting your Case Studies? Check out this great article from the Content Marketing Institute for a few great tips. LINKED HERE.
Need help establishing your team’s Case Study creative?
Here at Falkor Digital, we believe that Every Touchpoint Matters. Reach out today to find out how we can help you take your Case Studies to the next level!
