Company Profile: Renove Fudosan - Providing a One-Stop Solution for Pre-Owned Homes and Renovations by Integrating IT and Physical Services

WAKUWAKU Inc., driven by its mission to "Make the World WAKUWAKU," operates "Renove Fudosan," a franchise network that provides a one-stop solution for pre-owned home purchases and renovations. Under this franchise model, which unites real estate and construction businesses nationwide, the company has established a seamless, end-to-end system covering everything from property brokerage to renovation design and construction. Through this framework, WAKUWAKU continues to introduce new housing options to the industry.

The company's directly operated flagship store in Ebisu-minami, Tokyo (the Ebisu-minami Store), features a comprehensive showroom spanning the basement and first floor. This facility is designed to allow customers to personally select and experience actual interior materials and spatial designs. Welcoming numerous visitors on weekends for consultations, the store serves as a physical embodiment of the company’s business philosophy: "making renovation a more accessible choice."

From a marketing standpoint, the company focuses on two main pillars: attracting customers to its directly operated stores and driving leads to its nationwide franchise partners. WAKUWAKU is dedicated to continuous optimization initiatives, positioning its online inquiry forms as the primary driver for conversions.

Service Website：https://renovefudosan.com/

Interviewee Profile: Kimoto – Driving Marketing with a Lean Team Through Data and User Flow Design

Sayoko Kimoto, who oversees all marketing efforts for Renove Fudosan, is primarily responsible for ad design and management, optimizing website user flows, and data aggregation and analysis. Driven by a dual mission—attracting customers to directly operated stores and driving leads to nationwide franchise partners—she spearheads the planning and execution of marketing initiatives rooted in data-driven decision-making.

Operating within a lean team structure where responsibilities are shared, Kimoto serves as the "driver of metrics and system-building." By actively collaborating with external partners, she successfully balances the high quality of marketing strategies with the speed of their execution.

Sayoko Kimoto, Marketing Lead, WAKUWAKU Inc.

Pre-Implementation Challenges: Unable to Initiate Form Improvements Despite Recognizing the Need

The company's website consistently attracted a steady volume of traffic. However, optimizing the input forms—the critical final step before conversion—had remained untouched for an extended period.

The root cause lay in their development structure. Modifying form specifications and optimizing input fields strictly required engineering resources for implementation. Yet, internal teams lacked the bandwidth to handle these tasks, and outsourcing the work proved difficult due to both high costs and the heavy coordination required. Consequently, despite fully recognizing the need to improve their conversion rate (CVR), the company found itself unable to take actionable steps, allowing missed opportunities to continuously accumulate.

Kimoto:
"The form is the most critical touchpoint where customers ultimately take action. We clearly knew improvements were necessary, but we continued to face difficulties with internal development. We realized we needed a system that would allow us to bring in external expertise for CVR optimization and receive end-to-end support, including the actual implementation."

Additionally, a specific challenge they identified was the high drop-off rate on the confirmation screen (the page where users review their entries before submission), which serves as the final step of the form. Finding a way to minimize the number of users who abandon the page right before submission—despite having completed all input fields—remained a persistent issue that their conventional internal approach could not resolve.

Discovering the Service & The Deciding Factor: Seeing Potential in a System That Transforms CX Without Modifying Existing Forms

Discovering "BOTCHAN EFO" served as the catalyst for considering its implementation, as it demonstrated the potential to fundamentally resolve the long-standing internal resource constraints the company had been facing.

"BOTCHAN EFO" is an Entry Form Optimization (EFO) tool that overlays an interactive, conversational form UI directly onto a website without requiring any modifications to the existing forms. Because it eliminates the need for in-house engineers to alter existing back-end setups—revamping only the front-end input experience visible to users—the tool can be implemented and continuously optimized with virtually zero development effort.

Kimoto:
"When I learned about this approach—that we could improve the customer experience without modifying the original forms—I determined it was a highly rational choice for us, especially given the difficulties we were facing with internal development capabilities."

Furthermore, the presence of a robust customer success framework that continuously provides a wealth of case studies and specific optimization proposals was another critical factor driving the implementation. The external team’s end-to-end management, covering everything from creative asset creation to configuration adjustments, significantly reduced internal coordination efforts. For a company operating its marketing with a lean team, this comprehensive support model was an especially crucial point of evaluation.

Implementation Process and Decision-Making: How a Shift in UI Strategy Became the Turning Point After Tracking and A/B Testing Challenges

The implementation of "BOTCHAN EFO" did not go smoothly from the very beginning. In the initial phase, setting up the tracking environment for A/B testing took longer than anticipated, and it required a certain amount of time before the company could accurately measure results. The team steadily optimized the environment through repeated tracking tool switches and configuration reviews.

Even after the tracking environment was established, the early A/B test results showed periods where the forms with "BOTCHAN EFO" failed to outperform the conventional forms. Chiba (Customer Success at wevnal Inc.) recalls those days, noting that they frequently collaborated with the BOTCHAN customer success team to execute one optimization measure after another.

The major turning point came with a shift in the form's UI strategy. When they switched from the initial conversational chat design to a visual, question-based display format utilizing images, the conversion rate temporarily surged to over 200%. Following subsequent continuous optimizations, they ultimately reached a stable performance level that outperformed the conventional forms by 140%.

Another critical optimization was revamping how users input their preferred locations. Previously, users had to select their prefecture from a dropdown menu and then manually type in the city or municipality name, which added to the user's input burden. After implementing "BOTCHAN EFO," the UI was updated to allow users to simply select their city from a list of candidates, significantly reducing friction in the input process.

Kimoto:
"Manually typing in a preferred city or municipality is a hassle for users. Simply changing it to a selection-based format eliminates that burden. While it was a straightforward improvement, from the perspective of enhancing the overall input experience, it was one of the initiatives where we felt the greatest impact."

Supporting the execution of these improvements was an operational framework capable of rapidly running PDCA cycles two to three times a month. During bi-weekly meetings, form optimization case studies from various industries were shared, prompting concrete discussions on how those insights could be applied to their own website. Furthermore, agile communication via Slack established an environment where decision-making on marketing initiatives could progress in real time.

Kimoto:
"During our bi-weekly meetings, they share insights on form optimization from various industries and work alongside us to explore how we can apply them to our own site. Because the agendas are clearly defined, it accelerates our decision-making speed. Furthermore, having a fresh perspective that we couldn't generate on our own adds tremendous value."

Post-Implementation Results & Value Delivered: Achieving a 140% CVR Improvement and a Significant Reduction in Marketing Operational Hours

The results delivered by implementing "BOTCHAN EFO" are clearly demonstrated in both quantitative metrics and operational efficiency.

Quantitative Results: A 140% Improvement in CVR Compared to Conventional Forms

In A/B testing against conventional forms, the conversion rate (CVR) of the forms featuring "BOTCHAN EFO" achieved a 140% improvement. Kimoto expressed a tangible sense of growth, noting that "the actual number of inquiries has increased," confirming that the numerical improvement directly correlates with real business growth.

Qualitative Results 1: Enhancing the User Input Experience

Optimizing the input experience—most notably through the shift to a selection-based UI for cities and municipalities—has delivered a low-burden form experience for users. Reducing friction during the input steps has contributed directly to a comprehensive lift in form completion rates.

Qualitative Results 2: Drastic Reduction in Internal Operational Hours

With the BOTCHAN customer success team managing the entire workflow—from planning optimization strategies to creative asset creation and configuration adjustments—the company’s internal coordination tasks have been drastically reduced.

Kimoto:
"Since the implementation, the need for me to handle internal coordination has virtually disappeared. Once we decide on the action plan during our meetings, the BOTCHAN team takes care of everything from preparing the creative assets to making configuration changes. Having that framework in place has been an incredibly massive help in driving our marketing initiatives forward."

A Customer Success Framework Praised as "An Extension of Our Marketing Team"

What Kimoto commends most highly is the exceptional quality and speed of the customer success representative's responsiveness. This is evident in their meticulous attention to designing meeting agendas, rapid response times on Slack, and the strong facilitation skills required to translate ambiguous discussions into clear, actionable steps. Furthermore, they demonstrate impressive execution capabilities by quickly mobilizing the creative production team to deliver final assets instantly, saying, "It's ready." These combined strengths have led Kimoto to describe BOTCHAN as "essentially an extension of our own marketing team."

Kimoto:
"Chiba, our dedicated representative, understands my decision-making style perfectly and moves initiatives forward with a strong sense of urgency at just the right moments. I truly feel that this relationship is what enables us to run PDCA cycles at such a fast pace. Furthermore, she never leaves pending items unresolved; instead, she takes immediate action, saying, 'I’ll look into that right away.' This proactive attitude directly translates into a strong sense of reassurance and peace of mind in our daily operations."

Future Outlook & Next Steps: Improving the Confirmation Screen Transition Rate and Expanding Implementation to the Booking Flow

Increasing the transition rate on the confirmation screen—the final step of the form where users review their details before submission—remains a key focus for ongoing optimization. Implementing measures to prevent users who have completed all fields from abandoning the page right before submission is currently being addressed as the highest-priority initiative for driving further CVR improvements.

Chiba (Customer Success at wevnal Inc.):
"We have positioned increasing the transition rate on the confirmation screen as our highest-priority optimization theme, and we are continuously testing and executing new measures. While the numbers have fluctuated back and forth, they are steadily moving in the direction of improvement."

Furthermore, they are exploring technical solutions in collaboration with engineers to improve the form’s display and loading speeds, aiming to further elevate the overall customer experience.

In addition, Kimoto is looking beyond the current implementation on inquiry forms, eyeing an expansion of "BOTCHAN EFO" into showroom reservations and consultation booking events. The vision is to extend customer touchpoints into the post-inquiry phase, thereby generating more opportunities for showroom visits and business consultations.

Kimoto:
"While we are currently leveraging their support at the inquiry form stage, I believe we can build deeper customer touchpoints if we can expand its use to the subsequent steps, such as showroom reservations and consultation booking events. As the next phase of our implementation, I am eager to take on the challenge of these new developments."

Advice for Peers Facing Similar Challenges: "Once Implemented, Internal Coordination is Virtually Eliminated"

In closing, Kimoto shared a final message for professionals at other companies facing similar challenges.

Kimoto:
"I believe many companies face the same common challenge: either they lack in-house engineers, or their engineers are simply too busy to prioritize form modifications. 'BOTCHAN EFO' allows you to enhance the customer experience by refreshing only the form's UI, without having to alter your existing infrastructure. While the initial integration and tracking setups do require a small amount of internal coordination, once the system is up and running, the customer success team handles the entire workflow—from planning optimization strategies to creative production and configuration changes. The fact that our internal workload became virtually zero was a massive benefit that I never anticipated prior to implementation. I truly believe it is well worth reaching out for a casual consultation to see what they can do for you."

Rather than accepting internal organizational constraints as fixed limitations, Renove Fudosan broke through the barrier by choosing to refresh the customer experience without altering their existing form infrastructure. Their journey of continuous customer experience optimization in partnership with "BOTCHAN EFO" is set to continue long into the future.

If you would like to explore how this solution can be applied to your business or receive specific advice tailored to your situation, please feel free to contact us. One of our specialist consultants will get back to you shortly.