Page sections
Case study
A case study is a customer story told with context and numbers, shown on SaaS homepages as cards, a slider or a feature block linking to the full write-up.
- Also called
- Customer story, Success story, Customer spotlight
- Spotted on
- 31 of 422 homepages
- Browse examples
- Testimonial sections →
What is a case study?
Where a testimonial is a quote, a case study is evidence: who the customer is, what problem they had, what they did with the product and what changed, with a number attached. On homepages it appears as a teaser that links to the full story.
In our reviews the homepage version usually leads with the result. Gong's Anthropic case study pairs a video still with "Anthropic increased productivity of the revenue team by 64%" and a large 64% card; Incident features a Zendesk story headed "How Zendesk ditched 15 years of patchwork tooling, in 10 weeks" beside a named engineer's quote. Mistral and Cultureamp run sliders of several stories.
The best case-study blocks pick customers the target visitor recognizes, put the outcome number in the headline and keep the brand logo prominent. A wall of stories with no numbers is just a slower testimonial section.
When to use a case study, and when not to
Use it for
- Measurable resultsYou can name a customer and a before-and-after number they approved.
- Sales-led productsBuyers who need to justify the purchase internally want a story they can forward.
- Several segmentsOne story per industry or company size lets each visitor find a peer.
Avoid it for
- No numbers yetA story without a result is a testimonial; present it as one.
- Unrecognizable customersA story about an unknown company needs a sharper result to carry it.
- As the only proofOne case study on the homepage with nothing else can look like the product has one customer.
Anatomy of a case study
- 1Customer logoThe brand name the visitor should recognize.
- 2Outcome headlineThe result, ideally with a number ("64% more productive").
- 3VisualA photo of the customer team, a product shot or a large stat card.
- 4QuoteAn optional line from a named person at the customer.
- 5Link"Read the story" or "View all case studies".
Common case study variants
1. Featured story
One case study given a full-width block with photo, number and quote.
2. Story carousel
Several customers in a slider, one card at a time.
3. Case-study tiles
A grid of cards, each with logo, outcome and link.
4. Tagged logos
"Case study" labels on logos in a logo cloud, linking to each story.
Spotted in our design reviews
Our reviews describe a case study on 31 of the 422 SaaS homepages in the catalog. A few of them:
A Kinguin case-study card sits below.
Gleam · Above the fold
A Zendesk case study headed "How Zendesk ditched 15 years of patchwork tooling, in 10 weeks" sits beside a quote from "Anna Roussanova", Engineering Manager.
Incident · Logo wall, Zendesk case study and problem and solution toggle
"Customers turning content into their competitive edge" introduces a Ruggable case study, with "25%" and "7x" figures beneath a photo of a couple and a dog.
Contentful · Proof points and customer case studies
Below, "Learning from examples, just like you." sits over a split case study panel.
Eigenpal · Demo video, learning section and case study
An Anthropic case study pairs a person-on-video image with “Anthropic increased productivity of the revenue team by 64%” and a large 64% card.
Gong · Team result and product system
A Prelude case study sits beneath, headed "How Prelude became an AI-native design team that ships its own PRs." with a "Read story" button.
Modeinspect · Sharing cards, metrics and case study
Case-study rows for Pixelcut, Dipsea and HOLYWATER sit between them.
Revenuecat · Paywall tools, case studies and retention features
A six-card grid headed "Why Choose Optimal" includes "The Best Value" and "Robust Analytics", and "Meet the teams that build with Optimal" introduces case study tiles.
Optimalworkshop · Value, AI and case study bands
Often confused with
Case study vs. testimonial section
Testimonials are short quotes; a case study adds the context, the process and a measured result.
Case study vs. stats section
A stats section aggregates numbers across all customers; a case study shows one customer's numbers.
Frequently asked
Where should case studies go on a homepage?
Usually after the feature sections, where a visitor who understands the product looks for proof it works. A link in the navigation ("Customers") helps buyers who go looking.
What makes a case study teaser click-worthy?
A recognizable logo and a specific result in the headline. "How Acme scaled" is weaker than "How Acme cut support tickets by 40%".