8. Use cases
Use cases are cases with users of specific products. That’s the broad definition.
We all tried to write a case study in school where we had to investigate a particular case within a specific company.
When you write case studies as an online marketer, the cases are usually your customers telling you how great your product is.
Case studies are great for showing visitors that other people like your product. They’re also great for exemplifying how others use your product.
If you have a blog post about increasing conversion rates, you could add a content upgrade to that post with a case study. It exemplifies the main arguments in your blog post, and visitors get a chance to see how it’s done in practice.
What: Case studies explaining how and why people use Drupal.
Where: On the front page of Drupal’s website.
Why: These are not content upgrades, but they would be perfect for it. Give people a few highlights from the case studies, and then offer them to read the full case study in a content upgrade.
Creating a case study content upgrade for e-commerce websites is a bit trickier than creating them for SaaS businesses.
However, it is possible. Don’t look at a case study as simply being people telling how good a product is or an investigation of a specific company. If you see them more as examples of ways to use your product, there are definitely opportunities for e-commerce stores to use them.
An online furniture store will serve well as an example here. Take for instance IKEA. When you walk around in the stores, you see entire apartments set up, so you can experience the furniture “in action” so to speak.
Why not do the same online, but with real-life cases?
I know it can be difficult, but try to ask your satisfied customers if they would send a few pictures of their newly acquired sofa in its “natural setting.” Use those pictures as content upgrades on the product page for that sofa, along with other examples of how to use it.
Once again I would place the content upgrade below the buy button as illustrated below on IKEA’s website.
IKEA already have a lot of stuff happening at this page, so ensure that your content upgrade is visible by adding the previously mentioned yellow box.
It will both serve as inspiration for potential buyers, as well as heighten your credibility, since potential buyers will see that other customers are satisfied with your products.
How to: First, you want to reach out to potential users/customers to star in your cases. You can use an automation tool like Mixmax for outreach emails.
To schedule your meetings/interviews, you can use Calendly which makes it much easier to schedule appointments.
It’s a good idea to always record your interviews so you have everything handy for when you write the cases. If you don’t have time to listen to the whole recording, have it transcribed for easy overview with Rev.