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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\u2014with a wealth of information and diverse user needs\u2014it was difficult to deliver the right message to the right person, increasing the likelihood of potential customers slipping through the cracks.<\/span><\/p>\n To address this issue, JCB implemented Capex\u2019s \u201cPickUp,\u201d 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.<\/span><\/p>\n 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.<\/span><\/p>\n Watanabe:<\/strong> 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\u2014they hadn\u2019t 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.<\/span><\/p>\n Chiba:<\/strong> 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.<\/span><\/p>\n Watanabe:<\/strong> We had been working on multiple fronts\u2014retargeting ads, LP optimization, and SEO\u2014but 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\u2019t cut it anymore. That\u2019s when we started to think about how we could enhance our owned media and improve communication with potential customers to better serve them.<\/span><\/p>\n Chiba:<\/strong> We focused on SEO to bring in more traffic from non-ad sources, but those users also left quickly if the content didn\u2019t 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.<\/span><\/p>\n Watanabe:<\/strong> 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\u2019s an ideal platform to maintain engagement and encourage conversions through familiar communication.<\/span><\/p>\n Chiba:<\/strong> 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\u2019s strong support. Their team understood the nuances of our credit card products and provided actionable advice, which gave us confidence.<\/span><\/p>\n Watanabe:<\/strong> 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\u2019t enough. With LINE, we could have interactive conversations, provide personalized guidance, and build a stronger relationship with our users.<\/span><\/p>\n Watanabe:<\/strong> 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.<\/span><\/p>\n Watanabe:<\/strong> Dropout rates on the gold card LP decreased, and conversion rates improved. Though I can\u2019t share exact figures, the results exceeded expectations. Based on this success, we\u2019ve now rolled out PickUp to other cards as well.<\/span><\/p>\n Chiba:<\/strong> 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.<\/span><\/p>\n Chiba:<\/strong> Capex suggested simplifying our scenarios, which led to improved conversion. Initially, we had two paths: a \u201cDiagnostic Route\u201d for those who needed basic info and an \u201cInfo Route\u201d for more informed users. But the Info Route didn\u2019t lead to conversions, so we removed it.<\/span><\/p>\n <\/p>\n Chiba:<\/strong> Conversion increased significantly. This reaffirmed how crucial it is to consider the customer journey and behavior when designing UI and communication flows.<\/span><\/p>\n Chiba:<\/strong> For LINE friends who don\u2019t 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.<\/span><\/p>\n Watanabe:<\/strong> 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\u2014many with limited knowledge of our products. PickUp helped nurture them and improve understanding, making a big impact.<\/span><\/p>\n Chiba:<\/strong> It 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\u2014it\u2019s clear they\u2019re serious about achieving results, and that comes through in every interaction.<\/span><\/p>\n Watanabe:<\/strong> 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.<\/span><\/p>\n Chiba:<\/strong> I\u2019d 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\u2019s especially effective for businesses with complex or information-heavy products, where tailored communication makes all the difference.<\/span><\/p>\n <\/p>\n Capex will continue to share client success stories\u2014please check out our other interviews as well.<\/span><\/p>","protected":false},"excerpt":{"rendered":" Interviewee Profiles Yusuke Watanabe, Deputy General ManagerJCB Issuing Division, Issu<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"cybocfi_hide_featured_image":"","footnotes":""},"categories":[46],"tags":[],"class_list":["post-1734","post","type-post","status-publish","format-standard","hentry","category-client"],"acf":[],"aioseo_notices":[],"lang":"en","translations":{"en":1734},"_links":{"self":[{"href":"https:\/\/capex.ai\/en\/wp-json\/wp\/v2\/posts\/1734","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/capex.ai\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/capex.ai\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/capex.ai\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/capex.ai\/en\/wp-json\/wp\/v2\/comments?post=1734"}],"version-history":[{"count":0,"href":"https:\/\/capex.ai\/en\/wp-json\/wp\/v2\/posts\/1734\/revisions"}],"wp:attachment":[{"href":"https:\/\/capex.ai\/en\/wp-json\/wp\/v2\/media?parent=1734"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/capex.ai\/en\/wp-json\/wp\/v2\/categories?post=1734"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/capex.ai\/en\/wp-json\/wp\/v2\/tags?post=1734"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Traffic Was Secured, But High Dropout Rates Persisted<\/b><\/h2>\n
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<\/h5>\n\u2014 What issues did you face before implementing PickUp?<\/b><\/h5>\n
\u2014 What strategies have you tried to solve these issues?<\/b><\/h5>\n
Why PickUp? The Power of Two-Way Communication<\/b><\/h2>\n
\u2014 What made you decide to implement PickUp?<\/b><\/h5>\n
\u2014 Did you compare PickUp with other tools?<\/b><\/h5>\n
\u2014 Was the LINE official account already in use?<\/b><\/h5>\n
Helping Users Choose the Right Card and Apply with Confidence<\/b><\/h2>\n
\u2014 Was PickUp implemented across all card types?<\/b><\/h5>\n
\u2014 What outcomes did you see after implementing PickUp?<\/b><\/h5>\n
\u2014 How did the user experience change?<\/b><\/h5>\n
\u2014 Any specific examples of how UX improved?<\/b><\/h5>\n
\u2014 What happened after you focused on the Diagnostic Route?<\/b><\/h5>\n
\u2014 How do you approach users who take time to convert?<\/b><\/h5>\n
\u2014 Any insights gained from managing multiple cards with PickUp?<\/b><\/h5>\n
Reducing Dropouts and Increasing Conversions with PickUp<\/b>
![\"\"](\"http:\/\/capex.ai\/wp-content\/uploads\/2025\/05\/7E9A1486.webp\")
<\/h2>\n\u2014 How has Capex\u2019s support been?<\/b><\/h5>\n
\u2014 What kind of companies would benefit from PickUp?<\/b><\/h5>\n
Thank you, Mr. Watanabe and Ms. Chiba, for sharing your insights with us.<\/b><\/h5>\n
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