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For BtoB sites, case studies are highly versatile content that is effective no matter what stage of consideration a site visitor is in. Additionally, in order to maximize the effectiveness of the introduction examples on the site, it is important to create pages with fewer points.
Points to learn from SaaS companies when creating example pages for BtoB sites [Part 1]
In the first part, we introduced the role of introduction examples and the points to create on the top page, but in this second part, we will focus on the points to create the case list page and case details page.
Points for creating introduction examples [Case study list page]
2- ① Track record of implementation in First View
According to the “Survey on methods to maximize the CVR of case study pages in companies providing B2B
SaaS
services” conducted by WACUL Co., Ltd., the CVR ratio of sites that highlight their achievements on the first view of the case list page is High data is coming out for sites that don’t.
Possible ways to highlight your achievements include quantitative appeals such as the number of companies that have introduced the service and industry share, and qualitative appeals such as displaying examples from major companies in a carousel.
On the service site of Oro Co., Ltd., which provides the integrated business system “Cloud ERP ZAC,” the number of companies that have introduced the service “over 750!” and the logos of mainly major companies are posted at the top of the case study list page.
https://www.oro.com/zac/casestudy/
In addition, on the service site of Rakusu Co., Ltd., which provides the cloud-based expense settlement system “Rakuraku Seisan,” when you hover over “Introduction Examples” on the global navigation, you can see introduction examples from major companies. .
2- ② Set up search function by industry etc.
The search function is used by site visitors to search for implementation cases that are close to their own company among the large number of case study contents available. Many corporate websites use search criteria such as industry, needs, and employee size. In addition, there are various other items such as usage scenarios, effects, products, and regions.
The WACUL survey provides data on the presence or absence of a search function on the case list page. It is known that the CVR ratio is higher for sites with and without search functions by industry/needs.
On the website of Neo Japan Co., Ltd., which provides groupware “desknet’s NEO”, which boasts one of the largest implementation records in Japan, 187 case study contents are posted on the case list page (as of April 7, 2021). .
To help site visitors easily find implementation cases similar to their own from among the large amount of case study content, there are five search items: industry, scale of use, function, purpose/effect, and region.
https://www.desknets.com/neo/casestudy/
Additionally, the survey concluded that improvements in UI/UX would be particularly effective, considering that it becomes difficult for site visitors to find the case studies they are looking for when the number of case studies exceeds 30. Masu.
The site of Kaonavi Co., Ltd., which provides the talent management system “Kaonavi”, has search items for “benefits” and “conditions (employee size, etc.)” on the case list page. In addition, you can search by tag, and display new articles and rankings, and the UI/UX suppresses the characteristics of owned media.
2- ③ Establish a collection of introduction cases in CTA
After highlighting the implementation results on the first view and improving the UI/UX using the search function, the final step is to consider what CAT to install on the case study list page.
Many SaaS company sites have installation case study downloads available. On the previously mentioned Team Spirit Co., Ltd. website, the results and “download of the introduction case study collection” are listed on the first view of the introduction list page.
It is not clear whether the CTA on the case study list page is effective or not. Since you can read case studies on the site, you need to design a benefit for reading case studies in order to have them download them as materials.
In addition to case studies, there are other CTAs such as “free demo,” “download of materials,” and “seminar,” which we recommend considering depending on your company’s objectives.
Points to consider when creating an introduction case study [Case study details page]
3- ① Express introduction examples in an easy-to-understand manner. Facilitate customer understanding of services
The website of Cybozu Inc., which provides the business application creation cloud “kintone,” displays before and after illustrations of companies that have introduced the service on the case study details page.
By making it easier to visually understand the effects of introduction, which are difficult to visualize from text alone, you can deepen the understanding of site visitors.
https://kintone-sol.cybozu.co.jp/cases/persolcareer.html
In addition, the previously mentioned Neo Japan Co., Ltd. website displays “particularly useful features” in the article details. SaaS services have a variety of functions, but it is difficult to determine which functions are necessary for your company from the site.
An important point on the case study details page is that you can get a concrete image of how the company is using the service in what situations and with what functions.
https://www.desknets.com/neo/casestudy/10175/
Instead of static text and images on the case study details page, there is also a way to post a video interview with the company that introduced it.
The website of HENNGE Co., Ltd., which provides the cloud security “HENNGE One”, features a video interview with companies that have introduced it as part of the introduction details page.
https://hennge.com/jp/service/one/case/cityascom.html
3-② Post related articles and new articles to increase the circulation rate
Many SaaS companies’ websites have related articles at the bottom of the case study details page, listing case studies of similar companies. By making it easier to access implementation examples from other companies, you can increase the rate of traffic on your site.
In addition, the website of Sansan Co., Ltd., which provides the cloud business card management service “Sansan,” posts not only related articles but also new articles on the article detail page.
https://jp.sansan.com/case/aidem/
3-③ Set up a free trial and request for information on CTA
WACUL’s research has shown that sites that have a request for information in the CTA after reading a company’s implementation case study on the case study details page have a higher CVR ratio than sites that only offer a free trial.
We believe that the reason for this is that detailed information about the service is required to perform a free trial.
The site of SMS Co., Ltd., which provides SaaS “Kaipoke” for nursing care providers, has a free trial and a request for information side by side in the CTA at the bottom of the introduction details page.
While recognizing that there is a free trial, it is designed so that you can request more detailed information if you want it.
https://ads.kaipoke.biz/user_voice/happy.html
others
Regarding introduction case study content, we introduced the top page, case list page, case details page, and key points for creating each page. Lastly, we will introduce points to create other than these pages.
4-① List of companies that have introduced it
The already mentioned SmartHR site has a page that lists companies that have introduced it, in addition to a page that lists case studies. This page also includes the logos of companies that are not listed on the case study pages, so you can see at a glance what kind of companies have introduced it.
In addition, for companies introduced on the case study page, a transition will be made from the company logo to the case study page, allowing you to easily access case studies of companies you are interested in.
https://smarthr.jp/case/list.html
4-② Content different from the introduction example
There is also a way to appeal with content different from the introduction case study.
The website of Money Forward Co., Ltd., which provides the “Money Forward Cloud”, introduces the company’s initiatives in the form of “customer stories” on the “Story” page.
https://biz.moneyforward.com/story/
Additionally, the website of User Local Co., Ltd., which provides the web analysis tool “User Insight,” has “examples of use” posted in addition to implementation examples. Each page introduces detailed usage scenarios for each type of business, such as media sites, EC sites, and advertisers.
https://ui.userlocal.jp/document/casestudy/media/
summary
- On the case study list page, the number of companies that have introduced the system and the logos of famous companies will be displayed to highlight the implementation results in the first view. In addition, if there are more than 30 case studies, we will set up a search function by industry or company size, and improve UI/UX to increase CVR.
- Increase CVR by setting a free trial and request for information on the CTA on the case details page.
- In addition to implementation example content, there are customer stories and usage cases by business type.