Case study design examples (338)
A case study tells how one customer used the product and what changed for them. Its job is to show a buyer that it worked for someone like them. See 338 real examples.
Showing 1–24 of 338 case study pages
How to build a case study, by the numbers
The questions a team asks when it writes or redesigns a case study, answered from the 338 here.
How should the story be laid out?
Most follow the same order: how things were, what the product did, what changed.
- A challenge section on 92%
- A solution section on 96%
- A description of how things were before on 95%
Where do the results go?
- A results section of its own on 83%
- The headline numbers set apart in a strip on 51%
The strip is what separates them: 90% of the strongest case studies have one, against 18% of the weakest.
How many result figures the page shows
- No metrics73 case study pages
- Three metrics66 case study pages
- Four metrics53 case study pages
- One metric43 case study pages
- Two metrics40 case study pages
- Six metrics26 case study pages
Do the results need a timeframe?
43% say over what period the results happened. That is 69% of the strongest, against 24% of the weakest. A number with no period is weaker proof, because the reader cannot tell a month from four years.
Who tells the story?
- A direct customer quote on 89%
- The customer's logo on 72%
- A photo of the person quoted on 49%
- The customer's size stated on 50%, so a buyer of the same size knows the story applies to them
Should the case study show the product?
33% put screenshots of the product inside the story, so the reader sees what the customer actually used. Among the strongest it's 45%, against 30% of the weakest.
What does the button ask for?
What the primary button asks for
- Request a demo137 case study pages
- Start a free trial77 case study pages
- Sign up54 case study pages
- Contact sales44 case study pages
- Download15 case study pages
A demo is the most common ask, with a free trial second. Someone who has read a case study to the end is usually closer to a conversation than to a signup form.
Where does the reader go after the story?
- The ask comes back 2 times on the median page
- 67% link on to other customer stories
The last section before the footer
- Closing CTA band226 case study pages
- Resources72 case study pages
- Testimonials14 case study pages
- Logo wall or trust bar13 case study pages
The moves almost nobody makes
It sits on fewer than one case study in five, with the strongest page that uses it.
The customer on camera
16% embed a video of the customer telling the story. It's 28% of the strongest, against 16% of the weakest.
Curated by
Gabriel Amzallag , Founder, Web Anatomy
5 years CRO + SEO at Qonto (2021–2025). After advising 15+ SaaS on their websites (Payfit, Pigment…), the same patterns kept breaking, so I decided to build the source of truth on what works on the web: the intelligence layer every tool, builder, and team uses to ship sites that perform.
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Case study design, answered
The questions people ask before writing or redesigning a case study, answered from 338 real ones.
What should a case study page include?
01Almost all of them describe how things were before and what the product did about it, more than nine in ten name the challenge in a section of its own, and nine in ten quote the customer directly. About five in six give the results a section of their own. Those are the basics a reader expects; the choices that set a case study apart sit further down.
How many numbers should a case study show?
02About two in three show three or fewer, and more than one in five show none at all. Placement matters more than the count: about half set the headline numbers apart in a results strip, and among the strongest fifth that rises to more than four in five, against about one in five of the weakest.
Do the results need a timeframe?
03A bit over two in five say over what period the results happened. It is a wide split: close to three in four of the strongest put a period on the numbers, against about one in four of the weakest. A figure with no timeframe is weaker proof, because the reader cannot tell whether it took a month or four years.
Should a case study show the customer's face?
04About half show a photo of the person quoted, and three in five of the strongest do, against about three in ten of the weakest. Video is much rarer: about one in six let the customer tell the story on camera.
What should the call to action on a case study be?
05A demo, on about two in five of them, then a free trial on about one in four. Most repeat the ask twice down the page, and about two in three also link on to other customer stories, so a reader who is not ready to talk yet keeps reading.
How is this different from the best landing pages leaderboard?
06This gallery is a visual browse: what case study pages look like and what they contain. The best landing pages benchmark is the graded view, where pages are scored against conversion best practices and ranked by industry. Same companies, different question.