Comments on: What Should You Include in a Business Case Study?

By: Jennifer Mattern

Jennifer Mattern — Mon, 06 May 2013 11:15:13 +0000

In reply to Ashley.

What I like to do in those cases, if the client is willing of course, is to suggest split-testing for a while — the old copy and new copy so they can see how each performs. It’s not ideal and they don’t always want to bother. But hopefully at the very least they’ll track results on the new copy and move forward from there. Another option is to have them get some subjective feedback through a client survey before having new copy drafted. It’s not as good as hard numbers, but it can help to identify issues that might be costing the client sales. 🙂

By: Ashley

Ashley — Wed, 01 May 2013 17:03:03 +0000

Love this post, Jenn. I find that the hardest part about writing case studies is getting the client to measure the results. Not that they are unwilling, just that the might not know how, depending on the type of writing I’ve done for them. I’m writing some web copy for a client’s website right now. She wants it to be more organized and clear, but results aren’t measurable beyond whether she’s happy with it. She didn’t know how much business she was getting from the site with the old copy, so she won’t know whether she’s getting more or not. Thankfully, most clients are interested in measurable results!