The Successful Revival of Osouji Honpo through BOTCHAN EFO Optimization

In a remarkable transformation, HITOWA Life Partners, the company behind the well-known cleaning service brand Osouji Honpo, implemented the BOTCHAN EFO—a chat form optimization tool developed by wevnal. This collaboration led to a staggering 160% increase in conversion rates (CVR) and a 125% improvement in customer acquisition costs (CPA). This article delves into the situation before the implementation, the challenges faced, and the fruitful results.

Challenges Faced Before Implementation

Despite being a leading name in Japan's house cleaning industry, Osouji Honpo faced a dire situation when it came to its franchise recruitment site. The conversion rate for inquiries—a critical starting point for their business plan—was significantly below their targets, resulting in missed opportunities. The team was caught in a dilemma: while they wanted to streamline the input forms to boost CVR, the sales team insisted on retaining more fields to gather detailed customer information. The conflicting priorities led to a sense of urgency and challenge among the responsible team members, as explained by Sugimoto, the Deputy Manager of the Osouji Honpo division.

"Our inquiry conversion rates were far from our targets, posing a real threat to the entire business. The critical issue was how to convert our advertising investments into tangible results, and I felt pressed to make the right decision."

The Turning Point: Overcoming Concerns with 'BOTCHAN EFO'

The breakthrough came from a recommendation by a partnered advertising agency for the BOTCHAN EFO chat form. However, apprehensions arose regarding the acceptance of a chat interface, considering many potential franchisees were over 40 years old. It wasn't an easy sell. The concerns were dissipated when the wevnal team demonstrated their deep understanding of the business needs and accompanying risks through specific scenarios. As Chiwaki, a significant member of HITOWA's management strategy, noted:

"The sales representative didn’t just sell us a dream of success; they also presented concrete contingency plans in case things did not go smoothly. This meticulous simulation addressing our concerns made it easier to commit to the tool."

Results After Implementing BOTCHAN EFO

The collaboration began with a cautious A/B test against the existing form. Surprisingly, the initial month saw results that far exceeded expectations, meeting the three-month target right away. The decision was made to switch entirely to the BOTCHAN EFO, alongside the support from its Customer Success (CS) team, yielding astonishing outcomes:

1. Maximized Advertising Efficacy: The CVR surged as high as 160% with a decreased CPA of 125%, aiding in the optimization of advertising expenditures and overall profitability.
2. A Remarkable Business Recovery: The stability in inquiry numbers triggered an increase in subsequent participation in information sessions and contract acquisitions, helping the company hit contract goals consecutively for two months. Sugimoto encapsulated this revival:
> "BOTCHAN EFO was instrumental in creating the curve for our business revival."
3. Efficient High-Speed PDCA Cycle: Without increasing their workload, the Osouji team enjoyed continuous improvement suggestions from BOTCHAN’s CS representatives. This proactive support instilled trust and enhanced their operational flexibility. Sugimoto added:
> "From a cost-effectiveness standpoint, BOTCHAN EFO is an invaluable tool worth implementing."

With this successful optimization, Osouji Honpo demonstrated that opportunities for enhancing input forms still exist. The significant improvements in CVR and CPA, as achieved by their journey, could be replicated by other businesses. Interested in utilizing those strategies for your organization? Reach out to learn more.

About BOTCHAN EFO

BOTCHAN EFO is a chat-based tool designed for optimizing web input forms. It simplifies the user experience with a more engaging Q&A format, enriching the brand experience while decreasing input-related strain and enhancing conversion rates.

Company Overview

- HITOWA Life Partners, Inc.

Location: Tokyo, Japan
CEO: Yohei Miyazaki
Services: Runs the Osouji Honpo franchise, alongside other franchise and marketplace ventures.
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