Case studies are one of the most persuasive types of content, almost on par with testimonials. They speak of how your products and services have actually helped real people solve their problems and achieve their desired results. They reinforce and confirm everything you say in your product descriptions and promotional materials.
Writing a Case Study—Not as Easy as it Seems
It may sound like another terrific piece of content you can come up with, but you cannot simply sit before your computer and write away. A case study involves another person—the client—and before you start writing about them, you need to have their consent. In light of the European Union’s GDPR (see our article on this topic), getting people’s consent to collecting, using and sharing their personal data becomes more important than ever, because failure to comply attracts hefty fines for your business.
Thus, before you start writing a case study, you must obtain the client’s approval to have their name, photo, other details connected with the use of the products put in writing and shared with the world. This consent must be obtained in writing or in other material form, which you should be able to produce upon request.
This being said, let us focus on the actual process of writing a case study for your ecommerce business.
- Find a Relevant Client Case
The key to a successful case study is finding the precise example that highlights the benefits you want to showcase. Or, finding the type of client who is similar to a group of prospects and leads you want to convert. A successful case study for your ecommerce business must go beyond saying “see, the product actually does what we say it does.”
Its true purpose is to make other people think “hey, so it actually works, let me try this!” A good case study is as good as a client testimonial (we’ll talk about this below, as well).
- Find the Right Angle for your Story
Each case study will showcase something different, according to your end purpose. For one type of product, it is all about the ease of use–one of the issues customers have with new and high tech products. For other products, it is all about going beyond the promise of achieving this result or the other.
When you think about what you really want to tell your readers in the case study, you will also start to develop a storyline. This is why preparation is important before you start to write this type of content.
- Try to Include an Actual Testimonial
This is a best of both worlds situation. Adding a paragraph or two in which the client explains how they use the product and observe their benefits, using their own words, is the most desirable addition to your case study. It adds a note of trust and confidence, beyond your own explanations and details.
- Use Actual Numbers, Comparisons and Statistics
What makes a case study different from other types of content is the fact that it must be based on cold, hard data. No matter how persuasive you are, if you do not include before/after data, or any other verifiable number or statistic, it is not a case study–it is another story you write about your product.
After all, if you do not include these data, how can your readers be sure it is a case study and not something you made up? Hence the importance of getting your client’s consent to share some personal data and information.
- Be Assertive in your Tone of Voice
The case study is your moment of glory, so to say. It is the type of article where you can boast about the results YOU helped the client achieve through YOUR products and services. Make sure that you take credit for these achievements. The client did not just manage to learn a new language, your course helped them. The product didn’t appear out of nowhere to help the client solve their problem, you created it.
Last, but not least, do not forget to add a CTA at the end of your case study. After all, its whole purpose is to persuade prospects and leads to take a leap of confidence and try your products and services.