Visually Engaging Case Studies That Turn Prospects Into Buyers
I really liked the ideas about visuals. As an expert in data visualisation and visual communications, I'm excited that the world is finally moving towards understanding that it's important to visually structure and simplify content for consumers.
Case studies prevent your prospects from getting stuck in the funnel. BUT. Readers usually don"t want to read paragraph after paragraph. It doesn"t stimulate their brain. And some readers might learn better through visuals.
So think about how to engage the audience — from videos and images to text design (headers, callout boxes, etc.), and infographics, of course. Create a design that allows the at-a-glance readers to jump around and get the highlights and gives the whole story to readers who want to consume every bit of information.
Superior Essex, a manufacturer of cables, opted for an interactive case study experience to tell the story of its work for the corporate space of Delos, a wellness real estate firm. (I encourage you to click through the full interactive case study, as describing it can"t adequately capture the experience.)
Superior Essex tells a similar story — explaining the client, its needs/pain points, solutions, results, and a testimonial quote. But it does it in a visually engaging way where readers can opt to move the story along on their own.
For example, this screen allows the reader to click through each solution with the product names identified.
On this page, the reader can learn about the impact on the company (as shown below), then simply click on the tabs (or advance the arrow at the bottom) to learn about the impact on the occupants and the environment.
TIP: Don"t forget the readers who might need to download the PDF to share with their buying teams or executives. Superior Essex condensed the interactive content into a simpler, more traditional three-page PDF.
Fully infographic case study
You can also create a fully infographic case study that will even fit on a single page. This is a very effective approach that will make it as easy to understand as possible. Below are a few examples of such use cases from our Digital Transformation of Ukraine Report.
Kernel Infogrpaphic Case Study — digital transformation
DTEK Infogrpaphic Case Study — digital transformation