14 May 2019

No Statistics for Your SaaS Case Studies? Here’s What You Can Do

Nothing measures success in a SaaS case study like statistics. Potential customers love to see hard numbers that matter! Convincing metrics are qualitative and show distinct before and after snapshots.

For every case study, encourage your customer to share any statistics they have gathered relating to the use of your service, and build your case study around them. What improvements did they see? Did employees save time? Did business or traffic increase? By how much? Over what period of time?

These 2 examples effectively use statistics to quantify results:


The top example is more specific and, therefore, feels a little more credible. In the second example, “10X BETTER” begs the question: better than what? If you’re going to pull out statistics this way, and you should, be sure you place them in the proper context in the body of your case study.

Don’t have numbers?

At times you may not have access to hard numbers, either because they’re confidential or because the customer just doesn’t track results that way. Don’t despair—we’ve got a fix for you.

Describe a clear before/after customer experience

You might not have a number, but your customer can detail what your service has meant to their business. What can they do with the money and time they’ve saved? Have they been able to hire more people, capture more business, sell more products?

Rely on a relatable story

Instead of starting your case study with a big splashy number, lead with your best, most evocative quote. Include a headshot of the person speaking. Lean into the personal story. Social proof can be just as convincing as percentage improvement.

Highlight the benefits

Even without numbers, you can showcase the advantages of your company’s service by listing benefits, like this example:


In wrapping up

If you don’t have the number you crave, don’t despair. Be creative, always keeping your customer and their challenges in mind.

One last tidbit – don’t forget to ask for hard numbers when conducting your case study interview with the customer.

What do you do if you don’t have statistics? Pop your tip in the comments below.

Next step?

Now that you know what to do if you don’t have killer statistics for your case study, it’s time to think about your calls to action. Learn how to write a case study call to action that gets results.

This is the seventh post in an 11-part series on how to write a B2B SaaS case study.

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Emily Amos
Emily Amos

As the founder of Uplift Content, Emily leads teams in creating done-for-you case studies, ebooks and white papers for high-growth SaaS companies. Check out her bio.

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