Points to learn from SaaS companies when creating example pages for BtoB sites [Part 1]

For BtoB companies, implementation examples fulfill the function and role of reviews sent by users in BtoC services. On the service sites of BtoB companies, implementation examples create a sense of trust and security in the services of site visitors. Implementation history and company logos also play a similar role, and depending on how they are displayed on the site, they can also affect the CV of inquiries and document downloads.

This time, we will introduce the role of introduction examples on BtoB sites and the points for creating introduction example pages, along with the service sites of

SaaS

companies, in the first and second parts. In the first part, we will focus on the role of introduction examples on BtoB sites and the points to consider when creating them on the top page.

The role of implementation examples on BtoB sites

According to a survey conducted by Medix Co., Ltd. targeting people in charge of implementing IT products and services in their companies, when asked about content they were interested in on company websites, 58.1% said “implementation examples.” . This is the top 3 content after “Price” at 61.5% and “Product Features” at 59.7%.

Introduction case studies are highly versatile content that is effective in all processes from awareness and information gathering to comparative consideration and decision-making, leading up to a customer introducing a service.

In the awareness/information gathering phase, users can be made aware of the service by using the company name of the implementing company posted in Facebook advertisements, business media email newsletter titles, etc. Users may also search for keywords they want to solve problems, such as “Cost Reduction Case Studies,” and be directed to the service site from the introduction case study page.

During the comparative study phase, it is important to ask users to imagine whether the system can solve their company’s problems and what kind of effects they will get if it is implemented, by comparing it to other companies’ implementation examples.

Then, in the decision phase, it is important to create a sense of security and trust in the service at the implementing company when passing internal approvals, and to have a positive mindset when deciding to introduce the service.

In this sense, case studies can be used in sales materials, exhibitions and seminars, and can be used in a wide range of applications other than websites, such as in-house training.

This is a highly versatile and widely applicable implementation example, but how should it be created for a BtoB site? We will explain the points to create for each of the following three pages while referring to the service site of a BtoB SaaS company.

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Key points for creating introduction examples [Top page]

1- ① Do not post implementation examples

First of all, start by considering whether or not to post case studies on your website. If a service is released soon and the number of companies implementing it is small, it may be difficult to list it on the site.

According to the “Survey on methods for maximizing CVR of case study pages in companies providing B2B SaaS services” conducted by WACUL Inc., when the number of case study contents exceeds 12, “CVR via case study pages” decreases to “CVR via case study pages”. There is data that shows that “CVR via other channels” is higher.

By creating a case study page, you can only expect to improve the effectiveness of your site when you have 12 or more cases, so it may be a good idea to post case studies after you have a certain number of cases.

On the other hand, even if there is a sufficient implementation track record, some companies may intentionally not publish implementation examples.

There is no introduction example content on the site of “Subscriber”, a cloud-based mail order system by Temona Co., Ltd., which operates a subscription commerce business.

Instead, at the top of the home page, the company’s achievements are listed, such as “No. 1 market share”, “More than 1,000 companies using the service”, and “Service provided for over 10 years”, which helps to create a sense of security and trust in the service. can.

In addition, there is a wealth of content other than implementation examples, such as know-how blogs, useful materials, and seminars, making it easy for site visitors to access the information they want to know.

https://subscription-store.com/

1-② Installation points for introduction results, company logos, and introduction examples

When posting case studies on a website, the key points are how to place the case studies, company logo, and case studies on the top page. In addition to implementation examples, the top page consists of various contents such as service features, functions, prices, and benefits.

For example, by posting your installation history and company logo at the top of the homepage, you can give users a sense of trust and security by visually showing these contents first. Users then interact with information about service features, functions, and benefits with positive emotions in mind.

On the top page of the labor management cloud “SmartHR” site, there are many company logos that slide horizontally and the track record of being “No. 1 in the labor management cloud share for 3 consecutive years”, and with the addition of celebrities who serve as billboards, the impact is high. It has become an eye catcher.

https://smarthr.jp/

In addition, we post the benefits and features and functions of the service at the top, and in the next step, once the user understands what kind of service it is and what kind of benefits it can provide, we post information on implementation results, company logos, and implementation examples. There are cases where this is the case.

The cloud service “TeamSpirit” site developed by TeamSpirit Co., Ltd. is featured on the top page with benefits and service introduction, and below that there are implementation examples. In the implementation examples, the “number of contracted licenses” and “number of contracted companies” are introduced in graphs, allowing you to visually understand the growth in implementation results.

Furthermore, below the introduction record, there is a CTA button for the company logo and product download, as well as a CTA button for introduction examples and a list of introduction examples.

https://www.teamspirit.com/ja-jp/

1-③ Post implementation examples as CV points

As shown in the survey results mentioned earlier, case studies are one of the types of content that site visitors are most interested in. In order to obtain leads, there are cases where the need to learn more about a company that has introduced the service is linked to downloading materials.

The service site of Smart Camp Co., Ltd., which operates the SaaS comparison site “BOXIL,” has 300 companies’ implementation records and company logos at the bottom of the top page, as well as 6 companies that have included case studies. Below the case study companies, there is a CTA button that says “Click here for a list of case studies of companies that have adopted the system.” Clicking the button will take you to a download form for the materials of the case study companies.

The overall structure of the site is simple, with a top page, seminar information, and implementation examples, making it easy to understand how to get the information you want.

https://boxil.smartcamp.co.jp/

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