Pursuing Acquisition of Users Leaving the LP and Improving Conversion Rates
Co-creation with BOTCHAN Chosen by Water Stand

“Being able to re-approach users who would normally have dropped off and turn that into acquisitions has proven to be an excellent fit for water dispensers, a product that involves a great deal of comparison and consideration. As a result, this has now become a ‘key pillar of acquisition’ for us.”

The person saying this is Mr. Kataoka from the Marketing Section of the DX Promotion Department at Water Stand Co., Ltd. The company’s rental business for water mains–connected and refill-type water dispensers enjoys strong support from many customers. At the same time, however, in acquiring new customers via web advertising, they were facing several challenges: a high bounce rate from their landing pages (LPs), a conversion rate (CVR) that had plateaued, and the need to optimize advertising costs.

To break through this situation, the company introduced “BOTCHAN Engagement,” a LINE-based initiative provided by wevnal Inc. How did this choice become the key to resolving their challenges and lead to remarkable results, with more than one in three users during peak periods completing an application via LINE?

In this article, we focus on Mr. Kataoka’s data-driven understanding of the issues and his efforts toward improvement, as well as the joint initiatives carried out in close collaboration with the BOTCHAN team. We will explore the background to the implementation, the concrete outcomes achieved, and future prospects.

Company Introduction: Water Stand, Contributing to People’s Lives and the Environment

Water Stand Co., Ltd. contributes to reducing single-use plastic bottles by promoting a “bottle-free” approach, with its core business being the rental of water servers directly connected to water mains and refill-type water dispensers.
By offering the convenience of delicious water at any time, and an eco-friendly system that eliminates the need for bottle replacement and waste disposal, the company is supported by many households and offices, and aims to help realize richer lives for people and a sustainable society.

Water Stand service site: https://waterstand.jp/

Team Member Introduction: Marketer Mr. Kataoka, who pursues results through data and a customer-centric perspective

Drawing on experience at an advertising agency, he now leads web advertising operations at Water Stand Co., Ltd. He excels at data-driven, objective analysis and at developing initiatives from the customer’s perspective.
With a mission to maximize new customer acquisition and improve satisfaction among existing customers, he is also proactively engaged in introducing new marketing approaches.

Mr. Kataoka:
“Through web advertising, our work naturally includes reaching out to new customers, but improving satisfaction among existing customers is equally important. I am constantly working with data and thinking about how we can achieve better results.”

Challenges and Background Before Implementation: Growing Concern Over Worsening LP Drop-Off and Stagnant Conversion Rates

At Water Stand, acquiring new customers through web advertising had been positioned as a key strategy. However, in recent years, the conversion rate (CVR) of users arriving at the landing page (LP) had remained at a low level, and in particular, the high bounce and exit rates on the LP had become a major issue.

Mr. Kataoka:
"Although we were able to drive traffic to the LP by investing in advertising, a very large number of users left without signing a contract, resulting in lost opportunities. Our CVR was not improving as we had hoped, and we felt a strong sense of urgency that, at this rate, we would not be able to maximize the effectiveness of our advertising."


To address this issue, the team began considering a new initiative: using LINE-based communication measures to prevent users from leaving the LP, maintain contact with them, and ultimately drive conversions.

Mr. Kazuya Kataoka, Marketing Section, DX Promotion Department, Water Stand Co., Ltd.

Encountering BOTCHAN and the deciding factors for implementation: expectations for nurturing-focused use and reliable support

We were first introduced to BOTCHAN Engagement by an advertising agency we trust. At the time, we had been cautious about adopting a new solution because our previous experience with another LINE-integrated chatbot tool had not delivered the results we expected.

Mr. Kataoka:
“What first appealed to me about your proposal was that it did not simply aim to prevent users from dropping off, but that it incorporated a ‘nurturing’ perspective—using LINE to deepen customers’ interests and engagement. That said, based on past experience, I did have concerns that the results from advertising and those from the chatbot might end up being double-counted.”

In response to this concern, the BOTCHAN sales representative presented concrete measures, such as limiting the target landing pages for the initiative and implementing strategies to avoid overlap with affiliate advertising. This careful approach, he says, is what gave them confidence to move forward with the implementation.

Mr. Kataoka:
“By listening sincerely to our concerns and presenting concrete solutions, they made us feel they would be a reliable partner. Also, when we asked—based on our past failures—for a very narrowly defined trigger condition of ‘only users who were about to leave the LP,’ I believe that was a difficult request from a business standpoint, yet their flexible response was a major factor as well. That is what led us to the decision of ‘let’s try it first.’”

Decision criteria for implementation and execution: initiative design that leverages past lessons and joint, step-by-step improvements that delivered breakthrough results

In implementing “BOTCHAN Engagement,” the aspect that Water Stand placed particular emphasis on was designing natural, stress-free communication for users, based on their past experience. Through close collaboration with the BOTCHAN team, data-driven improvements were made on an ongoing basis, leading to remarkable results.

Optimizing trigger conditions to maximize policy effectiveness and fostering understanding within the company

From the initial implementation, we were able to achieve finely tuned settings based on a clear request: rather than displaying pop-ups indiscriminately, we wanted to approach only those users who were genuinely about to leave. We first demonstrated the effectiveness with our main product, “Pure Life,” and then rolled it out to “Icon.” The cautious internal opinions that existed at the beginning regarding this initiative were dispelled over time by BOTCHAN’s clean creative and its concrete results.

Integration with BOTCHAN CS: data-driven, continuous improvement proposals that directly impact your numbers

Through regular meetings with Mr. Kato, the Customer Success (CS) representative for “BOTCHAN Engagement,” we are continuously refining our initiatives. The specific efforts and results are as follows.

・Expansion of rich menu*1 content (as of August 2024):
Through collaboration with the CS team, we expanded the content of the rich menu. As a result, the CVR via the rich menu for our main product “Pure Life” increased by approximately 1.4 times (a 136% improvement), and for “Icon” it improved by approximately 1.1 times (a 112% improvement).

・Optimization of STEP delivery*2:
In addition, we focused on optimizing STEP delivery. One hour after delivery, CVR improved dramatically, reaching up to about 7.5 times higher (754% improvement) for “Pure Life” and about 1.2 times higher (117% improvement) even for “Icon.”

・Always-on display of the rich menu in “Icon” (results from Dec 2024–Jan 2025):
In particular for “Icon,” we tested keeping the rich menu permanently visible. As a result, the CVR after adding the brand as a LINE friend increased by approximately 1.9 times (a 186% improvement), demonstrating that these finely tuned optimization measures are translating into tangible performance gains.

Mr. Kataoka:
“The person in charge at BOTCHAN analyzes the data in detail and provides accurate proposals. From the current-state analysis to implementing improvements and then verifying the results, it feels as though they are running this entire cycle together with us as if they were members of our in-house team. Since I myself am handling other responsibilities as well, I find this extensive support extremely valuable.”

[Notes]
*1 Rich menu: A menu feature that is fixed in a tile layout at the bottom of the chat screen of a LINE Official Account. It allows companies to permanently set up entry points to multiple types of information they define, such as directing users to websites or displaying coupons.
*2 STEP delivery: A function that automatically sends out multiple pre-prepared messages in stages according to a predefined schedule, triggered by actions such as adding a LINE friend. It is used for the purpose of building and nurturing (lead nurturing) relationships with customers.

Results and value after implementation: Significant CVR improvement and a strong sense that it has become a key driver of acquisition

Since introducing BOTCHAN Engagement, Water Stand has seen clearly measurable results.

Significant improvement in visible conversion rate (CVR)

The most significant achievement was the remarkable improvement in CVR, which had been a key challenge. In particular, within LINE, the CVR reached a high level in April 2025,peaking at more than one in three users—approximately 30%—ultimately converting,which is an exceptional result.
Furthermore, an initiative to strengthen the user path that allows customers to apply directly from the LINE Official Account profile page also proved highly effective. In March 2025, for “Pure Life,” the application CVR via this page recorded an astonishing improvement of approximately 10.4 times (a 1,042% increase).
These numerical results lend even greater weight and conviction to Mr. Kataoka’s words.

Mr. Kataoka:
“The clear numerical results we’ve achieved are having a positive impact on our overall advertising strategy. We can feel with confidence that we are now reaching segments we had previously been missing.”

Competitive advantages in the highly compared and considered water dispenser market

The water server market is highly competitive, and users tend to take their time comparing options. Mr. Kataoka analyzes that BOTCHAN’s mechanism—which enables ongoing contact and nurturing (generating and developing interest) via LINE even with users who have once left the landing page—fits this market characteristic extremely well.

Mr. Kataoka:
“Even if a customer drops out once, as long as we stay connected via LINE, we can reach out again at the right timing. It creates an opportunity to once more communicate our company’s strengths to customers who stepped away during the comparison and consideration phase. I see this as an extremely significant source of value.”

Future outlook and key initiatives: further strengthening collaboration and leveraging it in the CRM domain

At Water Stand Co., which recognizes BOTCHAN’s value as a key driver of acquisition, the company is looking ahead to further strengthening collaboration and expanding the scope of its use.

Mr. Kataoka:
“We are very satisfied with the current support structure and features. We look forward to your continued, thorough support in improving churn rates and increasing CVR. If there are any initiatives from other companies’ success stories that seem applicable to us as well, we would very much like you to propose them.”

Looking ahead, we plan to leverage BOTCHAN not only for acquiring new customers, but also as part of our CRM (Customer Relationship Management) initiatives for existing customers. For example, at present we do not offer a dedicated customer portal (My Page), which can cause inconvenience when customers need to check their contract details. By building a mechanism that allows smooth access to a My Page directly from LINE, we aim to improve customer satisfaction.

Advice for people facing the same challenge: “Start by trying it, then improve as you review the data.”

Finally, we asked Mr. Kataoka to share a message for corporate representatives who are interested in improving LP drop-off rates and making better use of LINE.

Kataoka:

“As advertising costs continue to rise, I believe a common challenge for many companies is how to convert as many visitors as possible without losing them once they arrive at the site. The BOTCHAN service itself is excellent, but even more reassuring is the support structure, where the person in charge of day-to-day operations conducts detailed testing and continuous improvements. I think a good approach is to start small, try it out, and once you gain confidence from seeing your CVR increase, then scale up your initiatives. Being able to run the PDCA cycle together with an external team that is well-versed in LINE initiatives is, in my view, a very significant advantage.”

Standing in the customer’s shoes, Water Stand Co., Ltd. continually pursues the most effective communication. Through co-creation with BOTCHAN, the company will continue to deepen engagement with its customers and aim for further business growth.

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