Case studies explained: Why using case studies is important for your business

Grant Robinson
Case studies prove to your customers that you know what you're talking about. This type of content helps solidify existing customer relationships while attracting new target customers to your website. Prove you are an expert in your niche with compelling case studies.



Case studies have been shown to be more effective than brochures and other traditional sales techniques. Although sales-oriented, they don’t present like an ad or sales pitch. There is an endearing honesty to the case study that draws customers into your story. And stories are important. People like stories. Storytelling is deeply ingrained in the psyche of every culture in the world. From early preliterate times when stories were the only way to transmit cultural identity to the digital age where stories are easily shared, they provide fascinating insight into personal experiences, business successes, and niche identities.



The case study is a story. In particular, a success story about your brand. They are effective and important tools for educating customers and encouraging conversions. What is a blog if not a story? What is a vlog if not a story? Personal stories evoke emotions and paint an indelible picture about a brand, product, or service. At its simplest, a case study is a thought-provoking and insightful positive customer experience backed with data. For example, in a professional setting, it can be a story of a successful vendor/client relationship; how the client’s business benefitted, how their sales improved, or how their conversions increased.


There is no absolute format for case studies. They vary depending on how they are to be used and the target audiences for which they are meant. Generally, case studies are comprised of three major components:

  • Identifying a problem
  • Outlining solutions
  • Offering proven results that showcase your business as the most favoured solution

Together, these elements inform your target audience about “what’s in it for them”.
Together, these elements inform your target audience about “what’s in it for them”.


Now you know why case studies are important for driving sales and converting webpage traffic. So, let’s look deeper at the tangible and more specific matters regarding a proper case study.


Case studies are niche-specific and finely targeted. By their very nature, they will never be obtuse or vague. Case studies focus on a very specific goal related to your product or business. Your audience will understand exactly where you are coming from and why you should be seriously considered.


Uncompromisingly position your brand so your target sees that you know what you are talking about. Statistics and factual evidence are two things that build trust. Case studies are built on hard facts and well-researched conclusions. Publishing a case study conveys to your target that you have confidence in your expertise. Regularly publishing case studies that are thought-provoking, insightful, and authoritative quickly positions you as an expert, innovator, and influencer in your niche.
Regularly publishing case studies that are thought-provoking, insightful, and authoritative quickly positions you as an expert, innovator, and influencer in your niche.


Explaining how problems are solved is the essence of the case study. Your webpage may claim you have the optimal solution for your target, which may indeed be true. However, most people want to know the “how” before committing. Identifying problems then offering solutions gives them what they want. While your webpage may claim that your widget can “get them more customers”, a case study builds on your claim by revealing details. “Our widget identifies A,B,C needs, helping you reach 56% more customers”.


The case study highlights customer experiences and real life proofs. In the age of increasingly connected social media, product and service claims are evermore being held under a microscope. Once upon a time, advertisements were taken at face value. Today, up to 70% of customers rely on product reviews before making a purchase. Case studies satisfy this desire for social proof, while painting you as a trusted expert.


Although case studies may involve more time and resource investments than other forms of content, they are generally more efficient overall. Once a case study is published, it is possible to focus on more specifics and generate spinoff content. Spinoff content can take many forms. Blogs, podcasts, newsletters, or video features can be generated once a case study is done. Think of the case study as detailed research that can be broken down into smaller parts. This way, the intricacies of the research can be discussed in further detail.


Depending on how much research is compiled, the type of data being used, where it comes from, and how it is organised, the case study can be an intricate and intensive process. At the end of the day, they are well worth the effort and expense. Case studies will draw potential customers into your sales funnel, and at the very least encourage them to sign up to receive emails from your business. The team at Yuqo provides the ideal presentation for each case study we take on, crafting bespoke, niche-specific content aimed at your target audience.