Testimonials say "it worked for me," but case studies say "here is exactly how it worked, with numbers" — and for B2B buyers comparing vendors, a single quantified success story often moves the deal more than ten one-line quotes. A marketing site with customer logos but no linked stories leaves prospects guessing at outcomes, forcing them to book a demo just to ask the question a published case study would have already answered.
Low because case studies accelerate B2B conversion but their absence does not break the funnel itself.
Publish at least one detailed customer success story with a concrete outcome metric, and link to it from the logo strip or testimonials section. In Next.js App Router, create the route at app/(marketing)/customers/[slug]/page.tsx and render it with a "Read how [Company] achieved [Outcome]" call-to-action. If you cannot write a full case study yet, surface a quantified inline statistic such as "Customers see 40% faster onboarding" in the hero or results section.
ID: marketing-conversion.trust-social-proof.case-study-accessibility
Severity: low
What to look for: Look for links to case studies, success stories, customer results pages, or detailed outcome data. This can be: (1) A /case-studies or /customers route; (2) Blog posts tagged as case studies; (3) Inline statistics on the landing page ("Customers see 40% faster X"); (4) A "Read the story" or "See how they did it" link from a logo strip or testimonial. The check is about whether any in-depth results evidence is surfaced on or linked from the marketing pages.
Pass criteria: List all results evidence paths found (case studies, success pages, outcome statistics). At least 1 path exists for a visitor to find in-depth results evidence: a case studies section, a customer success page, or statistical outcome claims on the landing page. Report even on pass: "X results evidence paths found."
Fail criteria: No case studies, customer stories, or quantified results data appear anywhere on marketing pages or as linked content.
Skip (N/A) when: Project is a very early-stage product with no customers yet. Signal: testimonial and social proof sections are entirely absent (no customer logos, no testimonial components). In pre-launch, skip with note.
Detail on fail: "No case studies, customer story pages, or quantified results evidence found in marketing pages. Logo strip is present but links to no customer success stories.".
Remediation: Testimonials say "it worked for me." Case studies say "here is exactly how it worked, with numbers." Even a single well-documented case study significantly increases B2B conversion.
Create a simple case study page:
app/(marketing)/customers/[slug]/page.tsx
And link to it from your logo strip or testimonials section with a "Read how [Company] achieved [Outcome]" link.