If you want to improve the conversion rate on your website then you need to consider that customer reviews, testimonials and case studies are more important than ever.
Studies show nearly 70 percent of online consumers look for customer reviews prior to making a purchase and customers reviews or stories about a product or service are 12-times more trusted than product descriptions and sales copy from manufacturers. According to Content Marketing Institute and MarketingProfs’ 2015 Benchmarks, Budgets, and Trends report, 77% of B2B and 35% of B2C marketers use case studies. And almost 60% of the B2B marketers who participated in the study said case studies were effective for them.
In other words, consumers want real world proof of how your products and solutions will help them to overcome the challenges and problems they’re facing.
Here’s the thing, case studies are a great way to showcase a customer success story, which in turn delivers a whole heap of benefits to your website such as:
- Adding credibility to your website which helps to separate you from your competition
- Adding value to your products by enabling you to showcase them in a real life environment
- The opportunity to add fresh content to your website that can rank in the search results, driving organic traffic
- Positively impact on a customers purchasing decision as customers are able to envision how your business will be able to help them overcome their challenges
Get started on creating your case study
Case studies give your audience more information about your product or service in the context of a specific company size or vertical. Though each case study may have slightly differing details, the core messaging will fundamentally remain the same: how your product and/or service has helped one of your existing customers overcome a challenge, achieve a goal, and/or better their lives.
Step1: Choose a topic for your case study
(To gain some extra benefit we recommend that if possible you pick a topic that’s closely related to the keywords you want your website to appear in Google for here.)
Think about whether you have any stories you can share about:
- Great results you are proud of
- An unexpected success
- An example of where your products, services or business helped your customers to overcome a problem, or answer a need.
Step 2: Tell the story from start to finish
A case study is essentially a story that makes a point or teaches a lesson about the value of your product or service. This means that your case study must have a logical flow, with a clear beginning, middle and end.
Step 3: Structure your online case study
This is where our downloadable template comes in handy. To make sure your case study has maximum impact make sure it has the following elements:
- An engaging headline – how did you help your customer?
- Clear and concise sub-headings throughout
- 3 – 4 highlighted quotes and key figures
- Includes 3 – 4 instances and variations of the keyword you are trying to target.
For more conversion rate optimisation ideas and things you can do to get more customers to convert enter your website into Glasshat here.