GMO Payment Gateway Case Study UzabaseCo., Ltd.

G: First of all, the initial issue was that the measurement of Google Analytics was incomplete because the web page of the service and the page where the entry form was set up were in different domains.
At that time, I think that the inflow route of the applying user and CV (conversion) were not related. How did you analyze it?

KUROSA: I couldn't see it at all. I knew how many applications I had received on Google Analytics, but I had no idea what the application was via.

G: So we proposed a solution to solve that problem.
How was your frank impression after actually experiencing this support?

KUROSA: Anyway, the company itself didn't have any knowledge of web marketing, so it took a lot of time to analyze the site.
Since it is still a venture, there is no marketing unit, so I was doing it as a side job with other business.
Even though I didn't understand the analysis, I was doing a side job, so the time passed and I couldn't get any results.
In that sense, I think it's really nice to be able to concentrate on other tasks, improve the results of advertising, receive only data and implement other measures, and spend time only on decision making. I did.

G: At that time, were you considering asking other companies?

KUROSA: Well, I have to consider it. In the first place, the ultimate goal was to increase CV, but in terms of how to spend the budget for that, I also talked to SEO vendors and thought about various things. It was.

G: I think you used Google AdWords search-linked advertising in-house. Are there any other measures you have taken? How much was your budget?

KUROSA: The advertisement is only Google Adwords, and the budget will be about 100,000 yen at that time.

G: By the way, why did you choose Google AdWords? I think there were various other advertisements.

KUROSA: At that time, I also put out Facebook ads because I wanted to try various things.
So, then, it's an image that I tried to compare which is more effective than Facebook in the form of trying Adwords as well.

G: I remember that the application acquisition unit price (CPA) at that time was about ¥ 15,000, but in order to overcome the current situation, you also asked us to support advertising operations.

G: First of all, I acted for the operation of Google Adwords, and I was able to reduce the CPA to 10,000 yen or less. How about the improvement in results as a result of making proposals for AdWords, Analytics, and Remarketing?

KUROSA: It 's true that CPA has dropped tremendously, but I have a strong memory of being impressed by the fact that there are so many improvement methods. I felt it was natural that the CPA was high.
So I'm really happy to ask GMO Payment Gateway!

G：The return on ad spend of Google AdWords has improved, and we have been able to lower the CPA to 7,000 yen.
In order to further improve from there, I checked Google Analytics myself.
At that time, I checked "which inflow route has the highest CVR", and at that time, the CVR of users who inflowed from Facebook was 0.1%~0.2% higher than others. Therefore, I thought that the medium of Facebook was a great match for Uzabase's product, so I proposed the use of Facebook ads.

KUROSA: At the time of the proposal, Google had a CPA of 7,000 to 10,000 yen, so I had a strong desire to compare it and try it.

G: We were very grateful that they recognized that "if you don't follow the PDCA cycle, you won't know what is effective."
At that time, a new advertising method called Lookalike Audience for Facebook ads had just come out and I proposed it. Honestly, how do you perceive our style of proposing new things immediately?

KUROSA: Thank you very much.
Instead of "I have this channel, please do this", but what channel is based on "How much will my effect be?" Or "If you try this, it may be effective". It is very helpful to be able to make flexible proposals regardless of the viewpoint.

G: In addition to these, is there anything else you think "I'm glad I left it to GMO Payment Gateway"?

User base Mr. Haneda (henceforth, Hane :) The first thing is that you can flexibly change the channels you have options for every month when you take promotion measures as I just mentioned.
After that, your company's particular strength, or what we are grateful for, is that you can do all the preparation, operation, and measurement for taking measures based on data and numerical values.
Thanks to the report based on the data, what we and your company should do is clearly clarified, and it is a part that we can think of to communicate and come up with creative ideas for the business called BtoB. ..
I was very grateful for the power of analyzing your data.

G: Thank you.
Our team, especially I, has a strong awareness of "I want to support not only advertising but also all areas from data measurement to improvement ideas", so I am really grateful for leaving it to me!

G: Next, I would like to ask you about the link between where and where.jp and Google Analytics.​
How did you plan to sell a product called SPEEDA before you actually introduced this tool?

KUROSA: Half a year ago, it was enough for advertisements such as Adwords to increase the number of customers who applied for the free trial, which is the final CV.
However, by increasing the number of sales staff this year, we have not only the ability to follow customers who applied for trials, but also the capacity and number of people who can do other things, so touch "potential customers who did not CV". I had the needs and strategies that I wanted to keep going.

G: There is something you want to do in your company, and by proposing a mechanism that links Google Analytics with a tool that meets that need, you can create a "list to approach prospective companies that are not CV". It came to be.
How was your impression when you heard this proposal?

KUROSA: I was surprised if I could do something like this in the first place. Actually, it is said that it can be used for sales, but just knowing what kind of company is interested and visiting the SPEEDA site is a great reference from a marketing perspective. I thought.

G: By the way, this tool is not the strongest, you can see which company accessed it, but no one knows. But how do you approach such companies?

KUROSA: We have a reach, such as applying for a trial in the past, but there are a lot of companies that haven't made a contract.
Of course, even if 50 applications are received a week, only a small part of them will be closed from there, so if the majority of customers are coming to see it again, it will be reopened. It's easy to get a chance.
By knowing the company that accessed it, you are using it as an opportunity to re-open it.

G: Thank you.
It's being used as a basis for making decisions such as "I'm still considering it because I've been accessing it a lot." Until now, I've been doing the setting and distribution of analytics and the construction of PDCA, and I've been holding an analytics class, and what I'm going to do in the future is to do an AB test on the saucer page. There is.
I would like this person to introduce an operation tool called Optimizery and develop it, but please tell us your impressions of this proposal as a whole support.

Hane: I think it's very effective and good for customers to be able to do that kind of thing together with advertisements.
In fact, no matter how good the advertisement is, it is meaningless if the measurement is not done properly or the setting is not done, and the CVR is raised on the page side, the migration is improved, and the staying time is improved. It is also very important to postpone the advertisement, so I would like you to propose new measures and try them out more and more.
In fact, if you look at Google Analytics, the number of visitors after receiving various advice and training on the new homepage has increased tremendously, so I think that it is okay to appeal that as well. ..

G: Thank you. For me, what I think is important from now on is A / B testing and I think that your company is posting videos on that page, but video ads are very cheap now.
It may be possible to post for 5 yen for viewing.
So, I'm thinking of determining the Facebook effect and catching a new user base with Adwords True view ads at the right time.

KUROSA: Let's do video advertising. I think the world is probably shifting to video now, so it might be better to collect knowledge early!

G: Are you satisfied with what you are supporting now?

Hane: Yes, I am very satisfied. If there was no help from GMO Paymaint Gateway, the number of visitors would not have increased, and CVR would not have increased. The number of contracts actually comes from the Web market is very large, so it is very significant.

G: On the other hand, to be honest, I was wondering if there were any missing parts, and are there any missing parts?

Hane: Isn't it enough or is it creative that you haven't asked yet? But I also feel that you are in charge of it. I'm making it somehow now (laughs).

G: What do you need with your company and what do you expect from us in order to further develop and expand the service called SPEEDA in the future?

KUROSA: What you need as a user base is to spread awareness to the general public. And what we want from GMO Payment Gateway is to propose the most suitable one for us in the rapidly evolving web marketing industry.