Monthly case study critique of a high-profile SaaS company
Each month, we dive deep into a case study from a well-known SaaS company, analyzing where the content shines and where the gaps are. In this month’s Zenefits case study critique, we’re looking at the case study it did on its customer Skilljar.
Our mission with this series is to help you, as a SaaS marketer, see that even the big guys aren’t perfect. We can all learn from what they do well and what they need to improve. Case studies are a critical piece of the marketing and sales funnel, so it pays—literally—to get them right.
Zenefits case study critique: Skilljar
The Zenefits People Platform brings everything HR related into one simple, single app. The company’s platform is designed to be comprehensive, but not overly complex. It puts benefits, payroll and HR access in the pockets and at the fingertips of employees.
Check out the case study we’re critiquing: Customer Education Company Taps Zenefits to Level the Playing Field for Talent in Seattle
What worked well
1. “Above the fold” section
The case study title, hero image and fast facts box are visually engaging and immediately draw the reader into the story. These elements pop on the lightly coloured web page background. This part of Zenefits’ case study is an excellent example of case study design.
2. Compelling hero image
The image at the top of the case study showcases the “people first” aspect of HR that’s integral to both Zenefits and its customer, Skilljar. The image is dynamic, colourful, and the people in the shot look happy and engaged.
3. Fast facts box
This graphic element is brightly coloured and eye catching. It also showcases important information such as the size of the customer company, Skilljar, and the Zenefits products that Skilljar purchased.
4. Call to action (CTA) button
The “Get Started” CTA button at the top right corner of the web page contrasts well with the white background, and stays in place as you scroll through the case study. The CTA is obvious and clear.
5. Strong introduction
This case study intro clearly explains what type of organization Skilljar is and why there is a need for the company’s services in the marketplace.
6. Identifiable sections
The challenge and solution sections of this case study are clearly marked, enabling the reader to follow along with the story easily.
7. Pull quote
This is another example of great design, with graphics and an image to accompany the pull quote. Providing a headshot of the customer helps offer added social proof. The quote itself is also compelling and mentions Zenefits.
8. Customer testimonials
This case study features several good customer testimonials throughout, which speak to the impact Zenefits has had on Skilljar’s business. This is important because customer quotes carry more credibility with readers (potential prospects) than a company’s own version of a story.
9. Closing CTA
In addition to the CTA button at the top of this case study, there’s a second CTA at the bottom of the page that offers the option to read customer stories, then talk to an advisor or try a product demo. It’s visually engaging with bright colours and clean design, communicating Zenefits’ message clearly and drawing the reader in.
What could be better
1. Title choice
The case study title is a bit long and clunky, and should include a stat for greater impact. For example, the title could mention that Zenefits helped Skilljar triple the size of its workforce.
2. Challenge section
This part of the case study doesn’t really describe the customer’s challenge before using Zenefits’ software. Rather than simply touching on Skilljar’s opportunity to improve, the challenge section should illustrate how much time and money it was costing the company by not having Zenefits. The section should also incorporate a customer quote.
3. Solution section
The beginning of this section would be stronger if the vendor selection process stood alone in a separate section, explaining why Zenefits stood out from other vendors.
In addition, the section doesn’t really touch on the software solution itself until several paragraphs in. Be sure to link to product and service pages within your site to help the reader move through the buyer’s journey (and to improve SEO).
4. Results section
This section should fall clearly under a header that says “Results” instead of the solution section of the case study. In addition, it could use more statistics to emphasize the pros of Zenefits’ solution—for example, how much time Skilljar has saved in the hiring process by using Zenefits.
Zenefits case study critique is a wrap!
Stay tuned next month for a new critique, and in the meantime, check out our AppDirect case study critique.
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