How to Write Killer Case Studies for your SaaS [A 10-Step Guide]

Write Killer Case Studies for SaaS - Featured image

New leads can have doubts about your product. 

They may question whether your SaaS solution can deliver their desired results. 

If you lack well-drafted case studies, your SaaS company can experience low sign-ups and a decline in subscription revenue. 

CMI discovered that 73% of successful marketers use case studies to drive conversions, which is testament to how damaging the lack of case studies can be for your SaaS startup. 

So it’s very important that you learn how to write a case study for your SaaS that can help you prove the efficacy of your product. 

These can provide the social proof that helps you turn on-the-fence leads into loyal subscribers. With the right case studies, you can also improve brand engagement, shorten your sales cycle, and build industry authority. 

In this article, we’ll discuss how to write killer case studies for your SaaS that will help you improve brand awareness and your bottomline. 

Let’s get started. 

1. Choose the right customers

The wrong choice of customers is detrimental.

It can undermine the success of your case study, because you may highlight an outcome that may be too small to be significant or feature customers who your leads don’t relate and connect with. 

Either way, if you choose the wrong customers, your case study may not be very effective and this can lead to a lot of wasted resources.

The Drum discovered that 78% of customers struggle to connect with SaaS brands, and part of the reason for this is companies failing to create effective case studies with real-life & very relatable results. 

Therefore, the first step to figuring out how to write a case study for your SaaS is defining your ideal customer profile.

Write Killer Case Studies for SaaS - Choose the right customers

If, for instance, your SaaS solution is primarily for big businesses, you can make your case study more relatable by highlighting the success of a large enterprise rather than a small business. 

That said, we have a wealth of experience in crafting customer profiles that elevate the success of case studies and sales processes and we can lend you a hand.

Click here to schedule a call with us to learn how we can make your case study a hit.

ProProfs, a SaaS software for customer support & training, wanted to connect better with bigger enterprise brands who were its primary target audience. 

It therefore targeted large corporations in its case studies, and this has really paid off, helping them to generate $50,000,000 in revenue in 2024 alone. 

2. Gather background information  

Every tiny detail matters in your case study.

If you fail to provide enough background information about featured persons or businesses, you may leave room for doubt to fester. 

Without highlighting elaborate background details of case study participants, you may create an impression that the case study is not genuine. 

So you should research participants so that you can provide extremely intricate details about them that can add credibility to your case study. And here we are talking about who they are, what they do, where they are based etc.

As things stand, over 50% of consumers don’t trust brands, according to XM Institute. This further makes the case for why you need to do everything to make your case study look legitimate.

One way you can obtain this information is by asking your customers for an interview, which can give you a first-hand experience of your customer’s background, their industry, and the problem you’d like to address. 

Alternatively, your sales team may also have the information you need that can help you understand the customer’s pain points. You can also try to reach out to your client base via email and other professional channels as well. 

Before you can use any of this data, however, I advise that you seek formal and written approval from your clients to avoid litigation. 

Salesforce, a leading CRM solution, desired a better way to improve conversion and secure its place as a market authority in its industry.

In light of that, they created elaborate case studies, which feature comprehensive details about study participants. This is one of the reasons why they’ve become extremely successful in recent years. 

3. Create your outline 

Your case study can easily feel incoherent.

It involves a lot of moving parts and you may need to join information from different sources, which can lead to imbalance as you may find that you place more emphasis on one section than another.

If you lack a systematic way to organize your ideas, thoughts, and findings, you may create case studies that are hard-to-read and low quality. 

SemRush established that 24% of SaaS brands create low-quality case studies and content at large, and this was down to the lack of proper content outlines and poor content marketing strategies as well. 

Overall, I find that you can quickly master how to write a case study for your SaaS if you create a great outline which can even help you speed up your writing. 

Write Killer Case Studies for SaaS - Create your outline

From our experience, a good case study should, at the very least, have four sections, namely the About, Challenge, Solution, and Results (ACSR) segments. 

In the About section, you can include background information about the featured client and in the Challenge section, you can highlight their initial struggle. Then you can describe how your SaaS intervened to solve the issue & finish off by providing results. 

Shopify, an online eCommerce platform, initially started out as a digital snowboard shop and wanted to improve its presence and expand its product line.

If you examine the case studies they’ve created, you’ll notice that they follow the aforementioned ACSR pattern. Overall, these case studies have been pivotal in helping them grow their eCommerce brand. 

4. Choose a great headline

A poor headline can ruin a great case study. 

With it likely to appear on search engines when you publish it online, a bad headline can fail to generate enough interest and may decrease click-throughs.

So if your SaaS case study doesn’t have a headline that evokes curiosity and promises value, your recipients will fail to read it altogether. 

Uplift Content discovered that 80% of consumers will read your case study headline, but only 20% of them will proceed into the body. So your SaaS company can ill afford not to make the headline count. 

If you’d like your case study to perform better in terms of attracting traffic, I recommend that you state how a company gained value from your product so that you can encourage click-throughs. 

Write Killer Case Studies for SaaS - Choose a great headline

For instance, a great title for your case study could be “XYZ generated 400% more leads in 2 weeks with ABC.” This works because a reader gets the value you want to convey even if they don’t end up reading the content. 

So, basically, your case study headline should be results-oriented but it should be brief so that it’s easily skimmable by time constrained readers.

QuickBooks, a cloud accounting solution, wanted to generate more subscription upgrades for its free trial offer. So they created case studies as part of the efforts toward bagging in more sales.

The company created excellent case studies, with compelling headlines that communicate value and this helped them to get more plan upgrades. 

5. Write a captivating introduction

The introduction is like your first impression. 

It gives your reader a mental perception of your brand, and if you don’t pull it off correctly, you risk putting out the wrong idea about your SaaS product.  

Moreover, without a good hook to interest your readers, your introduction might fail to convince them that the rest of your SaaS case study is worth reading. 

It’s alarming that the average reader spends only 15 seconds on a page, according to a study by Contentsquare. So if you don’t make your introduction count, you’re likely to lose that lead for good. 

Typically, your introduction usually sets the context and it’s where you introduce your client and talk about their problem. You want to do this in a way that the reader can draw parallels to their own challenge so that they can easily relate to it. 

Write Killer Case Studies for SaaS - Write a captivating introduction

We have created winning case studies for top SaaS brands, so if you’d like to get expert assistance that will enable you to make compelling case studies, you can always turn to us for help.

Click here to book your discovery call now to learn how we can help you create case studies that demonstrate your expertise and credibility. 

BambooHR, which obviously provides HR software, initially found it hard to generate sales and they even had to downsize their workforce at one point.

With strategic content marketing, they created powerful case studies that enabled them to generate enough revenue to grow. Their excellent study introductions certainly played a big part in their success. 

6. Include hard data 

Data supports and provides evidence for your case study. 

Without it, your content may not be very believable, and your arguments may come off as weak and this can make it more challenging to earn your reader’s trust.

So if you don’t include facts and figures to support the claims in your case study, your audience may have a hard time believing that the results are legitimate.

Isoline discovered that 66% of tech buyers trust content with data from reputable, third-party publications, which emphasizes just how important it is for you to ensure that your case study leverages the right data. 

Typically, you’ll want to include facts and figures in your solution and results section, because this can help you quantify and prove the outcomes that you helped your SaaS clients achieve.

Write Killer Case Studies for SaaS - Include hard data

You can, however, still use this data in the introduction to make your hook more compelling, and to make your readers curious to read the rest of the study. 

When you’re incorporating data into your case study, making visualizations like pie charts, bar graphs, and so on, is key. Not only are they more memorable but they can also help you simplify complex data. 

Pipedrive, which is primarily a CRM solution, was facing an uphill battle with market penetration and generating enough quality leads.

By crafting data-rich case studies featuring the victories of customers who’ve used their software and found success, they were able to cement their place as a market authority and improve lead generation.  

7. Add customer quotes

Social proof like quotes is critical in your case study.

That’s because we tend to skim over lengthy content, with our attention usually diverted to stand-out features such as differently formatted elements like quotations. 

On top of that, if you don’t include customer quotes, your case study may lack substance and you may find it difficult to bring out your value proposition.

B2B SaaS Reviews discovered that 82% of SaaS buyers are massively influenced by customer quotes and testimonials. This proves the power of quotes and how you could be missing out by not adding them to your case studies.

Therefore, in this guide on how to write a case study for your SaaS, I find customer quotes are a critical aspect that can improve the legitimacy and relatability of your study.

Write Killer Case Studies for SaaS - Add customer quotes

It’s vital that you get a quote from your featured client, preferably the decision maker who greenlighted your product. If multiple parties were involved, you may also choose to quote up to three of them.

In terms of what the quote should be about, it helps to seek quotes that describe the challenge before your solution, highlight why a client chose you over another product, or describe the benefit they gained.

ClickUp, which is essentially a productivity platform, faced stiff market competition when it started out in 2017 from more established alternatives. 

However, partly because of their well-written case studies, they have found great success. You’ll notice that their use of strategic quotes from customers has helped them improve their conversions. 

8. Finish with a CTA 

A call-to-cation is an important finishing touch. 

Otherwise, all the work you have put into your report may have been for nothing because you may not accomplish the end goal that you set out to achieve. 

If you fail to include and strategically position CTAs, this can affect your conversion rates and your case study may ultimately perform very poorly. 

Foundry has established that 76% of tech marketers believe well-crafted case studies with powerful CTAs can boost lead generation and brand awareness. Therefore, your CTA is most certainly an important detail that you need to pay attention to. 

From my experience, brightly-colored and personalized CTA buttons can help you convert better. 

Write Killer Case Studies for SaaS - Finish with a CTA

Your call-to-action should also come after the results section, where you’ve now sold the idea to your leads and they’re ready to try it out. This is the perfect place to strike while the iron is still hot.  

Our SaaS marketing agency has developed a proven formula for creating high-converting call-to-actions, which we would like to share with you so that you can boost your case study conversions.

Click here to book a discovery call with us and learn how we can help you put together some powerful CTAs that can help you win more business.

Open Miles, a freight logistics platform, had created customer stories that were not having the desired impact on their target audience. 

They carried out a deep analysis and improved conversions by 232% by revising their call-to-action buttons to include a more effective color palette and more personalized CTA button text. 

9. Proofread the content

Grammatical errors can taint your brand image. 

They not only give off the impression that your SaaS company may be careless, but they can also make your brand feel very unprofessional and unreliable. 

From typos to missing punctuations, grammatical errors in your case study can cast doubts over your SaaS product and may significantly affect your sales.

In fact, Tidio recently discovered that nearly 97% of consumers believe that typos and other grammatical mistakes can ruin the professional image that they have of a brand. So this isn’t a minor issue seeing it can cost you leads. 

Write Killer Case Studies for SaaS - Proofread your case study

Therefore, you need to thoroughly proofread your case study before you publish it. I recommend getting a fresh pair of eyes that can help you spot mistakes that you may be subconsciously looking over for one reason or the other.

You can also improve the quality of your work by using a grammar checker to help you uncover mistakes that you may miss due to fatigue. 

Furthermore, I also recommend that you use a text-to-speech reader, which can make it a lot easier for you to spot typos, wrong word choices, and other mistakes. Such a tool can also help you gauge the readability of your content.  

Strauss Brands is held in high regard by its premium consumer base, and grammatical errors were reflecting poorly on their brand.  

However, they improved their brand reputation by leveraging a professional proofreading service that helped them improve the quality of their case studies and other marketing material. 

10. Promote your case study 

Leads may not find your case study on their own.

If you fail to promote it across diverse channels, you may be limiting your audience to just loyal brand followers and so you may miss out on new market opportunities

Poor case study promotion, or the lack of it, can undo your hard work and make it very difficult for your case studies to gain traction and convert. 

In fact, promoted content performs 200% better than unpromoted content, according to a survey by Orbits Media. So if you don’t promote your case study, you may be greatly inhibiting its success. 

I believe that strategic promotion is equally important as learning how to write a case study for your SaaS business. 

In particular, I recommend that you use a wide variety of channels, like a combination of email, social media, and text marketing, for instance, so that you can reach a wider audience compared to just using one platform. 

It’s also crucial that you repurpose the case study to match the habits of the target audience. For example, you can transform your study into an infographic when promoting it on social media as these tend to have a higher shareability appeal. 

Grow & Convert had a hard time getting their case studies discovered, and that’s because they initially had very low traffic on their website.

However, they were able to improve content discovery for their case studies with a community and social media-driven promotional strategy that helped them to maximize content exposure. 

Conclusion

Case studies significantly influence buying decisions.

Many of your prospects use case studies to determine if your solution is the right fit.

So if your SaaS company doesn’t have elaborate case studies, you may be dissuading buyers and sabotaging your revenue potential. 

Statista has discovered that 35% of SaaS marketers believe that original research like case studies is the most influential type of content. So if you don’t have case studies, you may find it difficult to sell. 

Consequently, you should know how to write a case study for your SaaS if you want to be profitable. If you don’t have experience with this, we’re ready to lend you our proven expertise. 

Click here to schedule a demo call with us and access content experts who’ll help you create high-converting case studies that’ll help you grow your use base. 

With Boterns, you’ll also get branding and marketing assistance that can give you an edge over the competition and take your marketing and lead generation efforts to the next level.

About the Author

David Kostya

David Kostya is a seasoned growth hacker specializing in SaaS SEO at Boterns. With a proven track record of elevating online presence and driving significant user growth for software startups, David's innovative strategies and insights make him an invaluable asset to SaaS SEO marketing. Join him on a journey to unlock the full potential of your SaaS platform.

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