Interviewee Profiles
Yusuke Watanabe, Deputy General Manager
JCB Issuing Division, Issuing Promotion Department, Proper Card Promotion Group
Marina Chiba, Chief Officer
JCB Issuing Division, Issuing Promotion Department, Proper Card Promotion Group
Challenges
- High dropout rate on landing pages (LP), leading to low conversions
- Particularly high dropout among users who arrived via passive advertising
- Difficulty in providing tailored information to meet diverse user needs, resulting in lost opportunities
Key Reasons for Choosing PickUp
- Ability to deliver personalized information using LINE
- Capex’s scenario design expertise and deep understanding of credit card products
- Enables two-way communication, strengthening user engagement
Results
- Reduced dropout rate and improved conversion rate
- Decreased user confusion and increased application rates
- Regularly delivered tailored content to appropriate audiences, leading to long-term application growth
JCB had been successfully attracting traffic from advertisements to landing pages for their proprietary credit cards. However, the high dropout rate remained a significant hurdle to improving conversion. Due to the nature of credit card products—with a wealth of information and diverse user needs—it was difficult to deliver the right message to the right person, increasing the likelihood of potential customers slipping through the cracks.
To address this issue, JCB implemented Capex’s “PickUp,” a service that utilizes LINE official accounts to deliver personalized information based on user needs and behavior. This tool helped enhance the user experience (UX) and significantly improved conversion rates.
In this article, we speak with Yusuke Watanabe and Marina Chiba from the Proper Card Promotion Group at JCB to learn how they utilized PickUp, what challenges they faced, and what results they achieved.
Traffic Was Secured, But High Dropout Rates Persisted
— What issues did you face before implementing PickUp?
Watanabe: While we were able to drive a steady stream of traffic to our LPs via web ads, many users dropped off before converting. This was particularly noticeable with users who arrived through passive advertising such as display ads—they hadn’t actively searched or shown intent, so the dropout rate was high. Improving cost-efficiency became urgent. Spending ad budgets to guide users to LPs only to have them leave without converting felt like a missed opportunity, and we were keen to resolve this.
Chiba: In my role managing new web-based acquisitions for proper cards, we tried various approaches including LP design and SEO, but high dropout rates remained a constant issue. This was especially true for our gold card LP, where the dropout rate was a bottleneck to acquiring new customers.
— What strategies have you tried to solve these issues?
Watanabe: We had been working on multiple fronts—retargeting ads, LP optimization, and SEO—but each came with limitations. Retargeting helped to some extent, but ad costs went up. With customer needs diversifying, we realized that a one-size-fits-all approach wouldn’t cut it anymore. That’s when we started to think about how we could enhance our owned media and improve communication with potential customers to better serve them.
Chiba: We focused on SEO to bring in more traffic from non-ad sources, but those users also left quickly if the content didn’t meet their expectations. So we shifted focus to how we could retain users who landed on our LPs and engage them through ongoing communication on our own platform.
Why PickUp? The Power of Two-Way Communication
— What made you decide to implement PickUp?
Watanabe: PickUp allows us to go beyond just pushing out information. By integrating with LINE, we can respond to user questions and nudge them toward applications through dialogue. LINE is widely used in daily life, so it’s an ideal platform to maintain engagement and encourage conversions through familiar communication.
— Did you compare PickUp with other tools?
Chiba: Yes, we explored various tools to reduce user drop-off. Some used video to provide tailored solutions. But we ultimately chose PickUp because of its LINE integration, scenario-based personalization, and Capex’s strong support. Their team understood the nuances of our credit card products and provided actionable advice, which gave us confidence.
— Was the LINE official account already in use?
Watanabe: No, we launched the LINE account alongside PickUp. Given how much information is involved in credit card products, we felt that one-way communication via a website wasn’t enough. With LINE, we could have interactive conversations, provide personalized guidance, and build a stronger relationship with our users.
Helping Users Choose the Right Card and Apply with Confidence
— Was PickUp implemented across all card types?
Watanabe: We started with our gold card, as its LP had the highest dropout rate. We wanted to test its effectiveness where the issue was most severe. After seeing positive results, we expanded PickUp to multiple other card products.
— What outcomes did you see after implementing PickUp?
Watanabe: Dropout rates on the gold card LP decreased, and conversion rates improved. Though I can’t share exact figures, the results exceeded expectations. Based on this success, we’ve now rolled out PickUp to other cards as well.
— How did the user experience change?
Chiba: With personalized scenario design, we were able to engage users according to their needs. For example, for users unsure about which card to choose, we provided structured guidance to help them decide. Being able to promptly respond to their concerns also contributed to a better overall experience.
— Any specific examples of how UX improved?
Chiba: Capex suggested simplifying our scenarios, which led to improved conversion. Initially, we had two paths: a “Diagnostic Route” for those who needed basic info and an “Info Route” for more informed users. But the Info Route didn’t lead to conversions, so we removed it.
— What happened after you focused on the Diagnostic Route?
Chiba: Conversion increased significantly. This reaffirmed how crucial it is to consider the customer journey and behavior when designing UI and communication flows.
— How do you approach users who take time to convert?
Chiba: For LINE friends who don’t convert right away, we send follow-up messages a week later and provide nurturing content such as campaign announcements. This gives them another chance to consider applying. We also send periodic messages highlighting card benefits to re-engage users over the long term.
— Any insights gained from managing multiple cards with PickUp?
Watanabe: I believe PickUp really shines when paired with mass advertising. For instance, we launched PickUp alongside mass ads for our platinum card. Those campaigns brought in a wide range of users—many with limited knowledge of our products. PickUp helped nurture them and improve understanding, making a big impact.
Reducing Dropouts and Increasing Conversions with PickUp
— How has Capex’s support been?
Chiba: Their support is outstanding. We meet monthly, but also exchange emails and calls frequently. Their proposals are data-driven, making it easy to identify areas for improvement. They also respond quickly when we need to make changes, such as campaign updates. We truly appreciate their commitment—it’s clear they’re serious about achieving results, and that comes through in every interaction.
— What kind of companies would benefit from PickUp?
Watanabe: Companies that use mass advertising but struggle with dropouts before conversion should definitely consider it. PickUp enables more meaningful communication through LINE, personalizing the experience and boosting conversions.
Chiba: I’d recommend it to any B2C company looking to strengthen user engagement. PickUp not only helps with acquiring new customers but also builds better relationships with existing ones. It’s especially effective for businesses with complex or information-heavy products, where tailored communication makes all the difference.
Thank you, Mr. Watanabe and Ms. Chiba, for sharing your insights with us.
Capex will continue to share client success stories—please check out our other interviews as well.