In this article, we spoke with SHE Inc. about the background behind their implementation of “BOTCHAN EFO” and the challenges they faced beforehand.
SHE Inc., which operates “SHElikes,” a career school for women, was struggling with a high form abandonment rate and the inability to guide users smoothly through to completion of the application process.
By introducing “BOTCHAN EFO,” their CVR improved by a factor of 1.6. In addition, they were able to design flexible scenarios while maintaining SHE’s brand image, leading to significant results.
After implementation, they became able to approach CVR improvement from both the LP and the chatbot sides, which broadened the range of initiatives they could take. We also asked in detail why they describe BOTCHAN as “a partner that runs alongside us” and about their future outlook.

wevnal Inc. “BOTCHAN EFO” Customer Success, Nozomi Hayakawa (hereafter, “—” )
To begin, could you please introduce your company’s business and yourself?

Ms. Satsuki Yamada, Paid Customer Acquisition Team, Marketing Department, SHE Inc. (hereafter, Ms. Yamada)
SHE provides “SHElikes,” a career school for women, with the mission of “creating a world where each individual can demonstrate their unique value and live with passion.” We support people in finding ways of working and living that are true to themselves, free from conventional values, and we operate our business as a partner that helps them design not only their careers but their lives as a whole.

Among them, I am in charge of marketing, mainly handling LPO (landing page optimization), creative direction, and managing advertising on LINE.

— Thank you very much.
May I also ask about your current KPIs?

Ms. Yamada
The key metrics to prioritize differ by business, but in addition to CV (number of conversions) and CPA (cost per acquisition), we set indicators such as participation rate as our main KPIs. As an advertising team, we are primarily working toward improving CVR and participation rate.

— You’ve been keeping a very close eye on things like participation rates, haven’t you?
Please tell us about the challenges you faced before introducing BOTCHAN.

Ms. Yamada
The major issue is the stagnation of our CVR.
Originally, we did not use a chatbot and instead directed users straight to the scheduling LP form, but the form abandonment rate was high, and it was difficult to get users to proceed smoothly through to completing the application.
There was no particular problem with the volume of traffic to the LP itself, but we believed that even raising the subsequent CVR by one percentage point would have a very significant impact on the business.

Therefore, we decided to implement “BOTCHAN EFO,” which optimizes forms to improve CVR.

— Thank you very much.
How did you feel when you first received BOTCHAN’s proposal back then?

Ms. Yamada
Yes. In addition to the fact that we could work on a performance-based compensation model, the sales representative’s courteous support and the follow-up structure after implementation were major deciding factors.

We compared your service with those of other companies, and felt that the flexibility of your scenarios and the support structure that allows for ongoing improvements during operation matched the conditions we were looking for. We were also impressed by the speed of your response at the time of implementation and the close, hands-on support you provided throughout the process. I believe those points were also major reasons why we decided to adopt your service.

— I’m very glad to hear you say that.
How has your experience been so far since actually implementing BOTCHAN?

Ms. Yamada
The CVR, which had been a challenge before implementation, improved by 160%, allowing us to achieve our target figures. We are currently continuing to implement initiatives and are still in a position to further increase our CVR.

I also believe the flexibility of the scenario design is a major advantage. Because you created it in line with SHE’s tone and manner, there is no gap with the landing page, and it is designed so that users can clearly feel it is “very SHE,” which has been extremely positive.

— Thank you very much!
With a chatbot, I believe we can create an application form that aligns with your brand image and feels natural for users.
Are there any particular aspects you are especially particular about when creating the bot?

Ms. Yamada
What I’m most particular about is the tone and manner.
I’m always conscious of designing scenarios that align with SHE’s brand image and feel completely natural.

The second point is designing the user journey so that users can proceed smoothly without stress. As for initiatives that are already underway, I think it is very good that, because each landing page has a different value proposition, we can flexibly adjust the scenario to match the specific message being communicated.

Another major strength, in my view, is the ability to use the reporting feature to identify exactly at which section users are dropping off. Because we can test hypotheses such as “If we do this, it will likely lead to that,” we are able to run a solid PDCA cycle and continuously build on our improvements.

— Thank you very much!
What kind of entity is BOTCHAN?

Ms. Yamada
Yes, that’s right.
We often make detailed requests, and I believe there are various asks coming from members other than myself as well, yet I always feel you respond every day with great care and a strong sense of speed.

We may be different companies, but it feels as though we are working together with in-house team members, and I feel we are able to collaborate closely with you as if you were “partners.” It is extremely reassuring.

Today, BOTCHAN has become a key element in improving CVR, and by being able to approach users from both the LP and chatbot sides, we are now able to test a greater number of initiatives.

— We look forward to continuing to work closely with you.
I believe that designing scenarios and visuals that match the tone and manner requires accurately conveying subtle nuances. In that regard, how do you assess the support provided by Customer Success?

Ms. Yamada
My impression is that you are delivering exactly the level of quality we expect, or even better. Because of that, there is nothing I feel dissatisfied with or any gap between expectations and reality at all.

— Thank you very much!
Because you have thoroughly shared SHE’s worldview with us, I believe that is exactly why our CS team has been able to work alongside you and respond effectively. Please let us know if there is anything you expect from BOTCHAN going forward.

Ms. Yamada
I have absolutely no dissatisfaction with the current situation, but as an added plus, I would appreciate it if you could share more examples of other companies’ success stories and initiatives that have produced strong results.

Up to now, we have not been able to delve very deeply into the “BOTCHAN EFO” area due to internal workload and resource constraints, and have instead been focusing more on improving the LP. However, this term our policy is to further strengthen the PDCA cycle for BOTCHAN initiatives, so if you could share that kind of information with us, I believe it would broaden the range of measures we are able to implement.

In addition, since we are operating separate bots for each type of appeal, we would appreciate your help in jointly designing the optimal scenarios. On the premise of improving CVR, we would like to continue working together to consider measures that will further increase participation rates and other metrics, while maintaining the results we have already achieved.

— Thank you very much. I believe there are many companies facing the same challenges.
Lastly, could you share a message for companies that feel they are facing similar issues?

Ms. Yamada
That’s right. I see CVR improvement not as something that ends once you achieve it, but as one of the metrics you keep pushing to higher levels. If you are looking to improve your CVR, I think considering BOTCHAN as one of your options is an excellent idea, and because it is performance-based, a major advantage is that you can get started without risk, even if things do not go well by any chance.

We also feel that the range of initiatives we can take has expanded significantly since introducing “BOTCHAN EFO.” Because we can run initiatives separately with LPs as LPs and BOTCHAN as BOTCHAN, we are now able to deepen our analysis from perspectives such as, “Where is the cause of the low CVR? Is it the bot activation rate, or the CVR within the bot?” This has made it much easier to determine how to approach improvements, which is a major advantage.

Now that we have more options for what we want to do and the initiatives we can try, I believe that simply testing things out first is one very good option.

— Thank you very much for your kind words.
I look forward to our continued collaboration.
Thank you for your valuable time today.

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