“As declining birthrates and increasingly diverse learning styles advance, it has become difficult to generate results through traditional web marketing measures that focus solely on direct conversions. Within limited budgets and staffing, our key mission was to determine how to deliver the optimal customer experience—one that creates synergies across our brands while closely addressing the individual concerns of each parent.”

The person saying this is Mr. Nakagawa, who leads digital marketing at Yaruki Switch Group Co., Ltd. To fundamentally resolve complex marketing challenges, the company has implemented three products in an integrated manner: the form optimization tool “BOTCHAN EFO,” the AI-powered online customer service tool “BOTCHAN AI,” and “BOTCHAN Engagement,” which leverages LINE. These initiatives not only improve CVR on classroom detail pages and similar touchpoints, but also enable seamless customer communication that cuts across brands.

In this article, we take a close look at the company’s marketing strategy, which tackles overall optimization of customer touchpoints despite limited resources, as well as the practical decision-making criteria behind its adoption of multiple products. These initiatives have led to the company being selected as a recipient of the “BOTCHAN AWARD 2025,” organized by wevnal.

Company Introduction: A comprehensive education group that brings out each individual’s motivation

Yaruki Switch Group Co., Ltd. is a comprehensive education company that operates a wide range of educational brands nationwide, including cram schools, English, childcare, and programming. Among these, the one-on-one tutoring school “School IE” uses a proprietary assessment to propose optimal study plans and provides multifaceted support for students in passing their target school entrance exams and realizing their aspirations, while sharing their growth and progress toward their goals with parents.

One of the distinctive features of our group is its divisional structure, in which each brand operates independently. Each brand develops its own strategy tailored to the characteristics of its market, enabling agile and effective business operations.

Service site: https://www.yarukiswitch.jp/

Team Member Introduction: A marketer navigating multiple brands across a small team in a time of transformation

Ms. Haruka Nakagawa, Marketing Department, Yaruki Switch Group Co., Ltd.

Within the company’s marketing division, I lead digital marketing operations with a focus on School IE. I am responsible for formulating and driving strategies aimed at generating synergies among each brand and maximizing overall marketing ROI (return on investment).

How to maximize results with limited resources—this question underpins the decision to pursue integrated use of multiple products in this initiative. Mr. Nakagawa’s role, which involves overseeing the entire group while also addressing the challenges of individual brands, is strongly reflected in the criteria used to design these measures.

Challenges and Background Before Implementation: Limits of Conventional Measures and Resource Constraints

Amid external changes such as declining birthrates, increasingly diverse learning styles, and intensifying competition, it had become difficult to optimize CPA using initiatives focused solely on direct conversions, mainly through web advertising. As the person in charge, I clearly recognized the limitations of seeking growth merely as an extension of conventional measures, and this had become a concrete challenge.

Meanwhile, looking inside the company, although there was a shared understanding that the CVR of the existing application forms needed to be improved, it was difficult to allocate in-house development resources, and the situation persisted in which we could not move forward with a fundamental overhaul. Under a business unit structure where each education brand operates independently, establishing customer pathways that cut across brands had become a key challenge, and although there were conceptual plans for a cross-sell mechanism to guide graduates to other in-house brands, no concrete steps had yet been taken toward actual implementation.

In addition, among those in charge, there was a growing awareness of the problem that there was no way to understand why users who visited the site failed to convert and dropped off, and that user insights—which should have served as clues for improvement—were continually being lost without being systematically collected and analyzed.

How We Discovered the Service and Why We Chose to Implement It: Hands-on Support and Advanced Data Utilization

To address these complex, interrelated challenges, the chosen solution was the comprehensive implementation of the “BOTCHAN” series. The decision criteria for introducing each product were as follows.

"BOTCHAN EFO": Functions as an "external EFO team" with no development resources required

In selecting “BOTCHAN EFO,” we highly valued the ability to implement form optimization without allocating our own resources such as production costs and personnel expenses. In addition, a specialized team with extensive operational experience at other companies in the same industry functions as an “external EFO project team,” providing end-to-end support from improvement proposals through to implementation of revisions. This accompanying support structure was the decisive factor in our decision to adopt the service. The performance-based fee model also minimized the risk of initial investment and was an important factor in facilitating internal consensus.

"BOTCHAN EFO" Image

"BOTCHAN AI": Collecting authentic user feedback 24/7, fully automated and unattended

In selecting “BOTCHAN AI,” the key factor was its ability to efficiently capture insights from users who did not convert. The capability to collect raw conversational data 24 hours a day, 365 days a year without human intervention, to separately analyze users who did and did not convert, and to guide users directly to forms based on the flow of the conversation—thereby directly contributing to CVR improvement—was highly valued. Unlike surveys, this mechanism for structurally collecting and analyzing the issues and questions that users voluntarily express functions as a foundation for the continuous improvement of site content.

“BOTCHAN AI” Image

"BOTCHAN Engagement": How the "quality" of performance-based pricing and improvement proposals becomes the key differentiator

In selecting BOTCHAN Engagement, we evaluated not only the appropriateness of the performance-based fee relative to CPA, but also the sharpness of the issues raised regarding our current operations and the concreteness of the proposed improvements. Rather than merely reporting figures, the stance of identifying the essence of the issues and presenting feasible improvement measures was recognized as a clear differentiator from existing vendors and helped drive the decision-making process.

"BOTCHAN Engagement" Image

Decision criteria for implementation and operation: an improvement cycle built through data and dialogue

Through ongoing collaboration with wevnal’s Customer Success team, we have been able to address parents’ vague concerns—such as “I don’t know what my child should learn”—by providing appropriate consultation and information via a chatbot. This has improved navigation to parenting advice content pages and across the various brands, leading to the delivery of an optimal customer experience that goes beyond the boundaries of individual brands.

In operating each product, we have steadily built up an improvement cycle in collaboration with the Customer Success team. For “BOTCHAN AI,” we shifted the scenario from appeals targeting a narrow segment to content that helps a broader range of users clarify and resolve their concerns, thereby achieving both an increase in the number of active users and an improvement in CVR. For “BOTCHAN Engagement,” we gradually renewed the diagnostic scenarios and optimized distribution in line with a change in the brand concept, resulting in the highest-ever monthly acquisition volume from push notifications.

Results and value after implementation: numerical proof of the impact of leveraging multiple products

By leveraging the three products in an integrated manner, Yaruki Switch Group’s digital marketing achieved clear improvements in each area.

In BOTCHAN EFO, based on the results for February 2026, the classroom detail page’sCVR improved by 116%,objectively demonstrating the superiority of scenario-based forms through A/B testing against the existing form.

With “BOTCHAN AI,” in a two-week before-and-after comparison in April 2026,we achieved a 247% improvement in activation rate and a 139% improvement in CVR,as a direct result of shifting our messaging to focus on solving users’ problems, which led to behavioral changes among users who engaged with us.

In “BOTCHAN Engagement,” in March 2026,PVCVR 0.128%was recorded, and the number of monthly push notifications acquired* reached a new all-time high. The value of this as a nurturing initiative has been widely shared within the company, establishing the recognition that it is effective not only for directly driving conversions, but also as a measure for developing users over time.

Beyond quantitative results, the shift toward customer-centric thinking—specifically, asking “How can we encourage users to contact us?”—has spread throughout the entire organization, transcending the boundaries of the marketing team. This cultural change can also be regarded as a major asset generated by this initiative.

※ Push distribution: A mechanism that allows companies and media outlets to send notifications to users’ smartphones at any time, delivering information directly. In the context of LINE Official Accounts, this refers to the function that sends messages simultaneously to all users who have registered the account as a “friend.”

BOTCHAN AWARD 2025 Winner

In recognition of this series of initiatives and achievements, the company has been selected as a recipient of the “BOTCHAN AWARD 2025” organized by wevnal. This award honors companies expected to achieve significant growth by promoting enhanced brand experiences, based on two criteria: “consistent branding design” and “growth potential.”

Upon receiving the award, Mr. Nakagawa made the following remarks.

Mr. Nakagawa:“We are honored to have been selected from among so many companies. Your Customer Success team developed a deep understanding of our strategy and worked closely with us on our quantitative targets, diligently running the PDCA cycle. As a result, we were able to maximize our achievements in improving CVR. In today’s increasingly diverse education services market, we believe that ‘nurturing’ customers, not only direct acquisition, is crucial. Implementing BOTCHAN provided a valuable opportunity for us to consider the customer perspective within our organization, and the insights gained through this process have become a significant asset for our company. We will continue to pursue optimal communication and strive to deliver even better services.”

It can be said that this is the result of high recognition for the company’s approach of leveraging multiple products in a cross-functional manner to design the entire customer touchpoint journey, and for its collaboration with Customer Success, which supported these efforts.

▶︎ Click here for the special “BOTCHAN AWARD 2025” pagehttps://botchan.io/award2025

Future Outlook and Priority Initiatives

Looking ahead, Mr. Nakagawa has high expectations that data utilization with “BOTCHAN” will deepen even further.

Mr. Nakagawa:“When creating appeals, the process of trying out what worked last time and incorporating feedback from surveys and classrooms inevitably takes time. I am hoping that future updates will make it easier to see which appeals are effective for which targets, thereby reducing that time loss.”

What we are particularly focused on is visualizing inflow paths and behavioral journeys. Mr. Nakagawa explains that by clarifying which channels different users are coming from and what kind of users they are, it becomes possible to design optimal communication for each user, while also providing an opportunity to reassess other initiatives within the company.

Mr. Nakagawa:"If we can gradually surface hints across various channels and dig deeper into them, I believe it will become easier to identify winning patterns. I would be very pleased if we could discover those together."

By integrating data across multiple products, the future vision is not only to optimize individual initiatives, but also to drive the group’s overall marketing strategy with greater precision.

Message to companies facing similar challenges

Finally, Mr. Nakagawa shared a message for those in charge at companies facing similar challenges.

Mr. Nakagawa:“I believe your services are particularly well suited to companies that need to move initiatives forward despite limited resources. While maintaining high creative quality, you stay fully up to date on our situation and reflect that accurately in your proposals. Being able to avoid the repeated back-and-forth of feedback and revisions directly contributes to accelerating our business. Having a partner we can entrust things to with confidence, who will run alongside us, is extremely reassuring.”

At a time when each person in charge is facing a growing workload, we need someone who can deliver high-quality output quickly while also digging into the story behind the numbers. Mr. Nakagawa’s words are a powerful message of encouragement to every marketer grappling with resource constraints.

If you are considering implementing BOTCHAN and would like concrete advice tailored to your company’s potential use cases and current situation, please feel free to contact us. A specialist consultant will assist you.