{"id":1699,"date":"2015-03-19T10:35:21","date_gmt":"2015-03-19T10:35:21","guid":{"rendered":"http:\/\/www.waca.associates\/?p=1699"},"modified":"2018-03-13T11:36:02","modified_gmt":"2018-03-13T02:36:02","slug":"case-study-lixil-part1","status":"publish","type":"post","link":"https:\/\/www.waca.or.jp\/en\/web_analytics\/case-study-lixil-part1\/","title":{"rendered":"How a reform matching website increased sales margins by 200% [Part 1]"},"content":{"rendered":"<p>You understand the importance of web analysis but what do you focus on? It seems like there\u2019s an endless number of things to do &#8211; reaching out to customers, proper SEO practices, and optimizing your website.<br \/>\nEach one of those things can grow into dozens more. You can\u2019t do it all by yourself.<\/p>\n<p>This is a case study recommended for people like you; busy people like you in charge of websites and want to make big improvements. In this article, we\u2019re going to look at<strong> how a reform matching website increased sales by 200% in one year just by implementing 3 basic web analysis and improvement techniques<\/strong>.<\/p>\n<p>This is the first part of our three part series for improving your website with three simple techniques:<\/p>\n<ol>\n<li>Part 1: Identifying the Problem<\/li>\n<li><a title=\"Part 2: Testing Your Design\" href=\"http:\/\/www.waca.associates\/how-a-reform-matching-website-increased-sales-margins-by-200-part-2\/\">Part 2: Testing Your Design<\/a><\/li>\n<li><a title=\"Part 3: Improving Your Website\" href=\"http:\/\/www.waca.associates\/case-study-lixil-part3\/\">Part 3: Improving Your Website<\/a><\/li>\n<\/ol>\n<hr \/>\n<h1 id=\"LIXIL01\">Identifying the Problem<\/h1>\n<p>&nbsp;<\/p>\n<h2 style=\"font-weight: bold; color: #000000;\">A website that attracts customers but fails to convert?<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/web-tan.forum.impressrd.jp\/files\/images\/article2014\/hitori_webanalyst\/hitori_webanalyst04_lixil_01.jpg\" alt=\"\" \/><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$27:0\" \/><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$30:0\">[<a href=\"http:\/\/reform-contact.com\/\">LIXIL, a housing renovation company<\/a>]<\/span><br \/>\n<br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$31:0\" \/><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$36:0\">LIXIL is a housing renovation company. They match those who want to renovate their houses to renovators.<br \/>\nWhen you apply for housing renovation through LIXIL\u2019s website, you are presented with up to 5 different companies who meet LIXIL standards. You choose between the different companies and pick the one that best matches your needs. (See\u00a0&#8220;<a href=\"http:\/\/reform-contact.com\/\">renovation contact<\/a>&#8220;)<\/span><\/p>\n<p><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$39:0\" \/><strong><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$40:0\">The advantages of this website:<\/span><\/strong><\/p>\n<ul>\n<li>You can communicate with renovation companies while maintaining your privacy through the website as a medium.<\/li>\n<li>You can talk to and compare up to 5 different companies at once.<\/li>\n<li>Declining proposals from companies is easy and impersonal.<\/li>\n<li>No need to worry about follow-up calls from companies so everything can be dealt with on the website.<\/li>\n<\/ul>\n<p><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$53:0\" \/><strong><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$54:0\">The website has two main purposes:<\/span><\/strong><\/p>\n<p>To attract potential customers who are thinking about renovating their houses and convert them by having them apply for renovation through the website.<\/p>\n<p><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$65:0\" \/><strong><span data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$66:0\"><span style=\"color: #3e454c;\">The problem? They were able to succeed in attracting visitors to the website through SEO and web advertisements but the number of conversions didn&#8217;t increase.\u00a0<\/span><\/span><\/strong><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$67:0\" \/><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$69:0\" \/><\/p>\n<h2 style=\"font-weight: bold; color: #000000;\">Why didn&#8217;t the number of applications increase?<\/h2>\n<p><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$73:0\" \/><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$74:0\">There are two common reasons for why the conversions didn&#8217;t increase:<\/span><\/p>\n<ul>\n<li><strong>The number of visitors are too low<\/strong><\/li>\n<li><strong>The number of exits on the website are too high<\/strong><\/li>\n<\/ul>\n<p><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$83:0\" \/><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$84:0\">This might seem obvious but it often gets overlooked. Depending on the problem, the measures to take will vary.<\/span><\/p>\n<ul>\n<li><strong>If the problem is having too little visitors<\/strong>, the solution could be to attract more through advertising, SEO implementations, and PR.<\/li>\n<\/ul>\n<ul>\n<li><strong>If the problem is a having too many exits<\/strong>, the solution could be to improve the website in a way that better serves the customers and helps them reach their goals.<\/li>\n<\/ul>\n<p><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$97:0\" \/><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$98:0\"><strong>For LIXIL, the problem was a high exit rate<\/strong>.<br \/>\nLet\u2019s break it down. Exit rates can be divided into three major categories:<\/span><\/p>\n<ul>\n<li><strong>Bounce rate:<br \/>\n<\/strong>the rate of visitors viewing the landing page and then leaving from the website without viewing another page<\/li>\n<li><strong>Non-bounce exit rate:<br \/>\n<\/strong>the rate of visitors who do not bounce but do not reach the application form stage<\/li>\n<li><strong>Form exit rate:<br \/>\n<\/strong>the rate of visitors who do not complete the application despite reaching the application form<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2015\/03\/lixil_02.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1704 size-full\" src=\"https:\/\/www.waca.associates\/en\/wp-content\/uploads\/2015\/03\/lixil_02.png\" alt=\"Conversion funnel Image\" width=\"298\" height=\"300\" \/><\/a><\/p>\n<p><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$118:0\">This image illustrates the conversion funnel.<\/span><\/p>\n<p><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$120:0\">Looking at the conversion funnel, you can understand how to increase the number of conversions by improving the exit rates. It\u2019s also useful when doing the calculations.<\/span><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$121:0\" \/><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$123:0\" \/><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$124:0\">For example, if the exit rate for each step is improved by 10% in all stages, the number of conversions will double in size.<\/span><\/p>\n<p><a href=\"https:\/\/www.waca.associates\/wpwaca\/wp-content\/uploads\/2015\/03\/lixil_03.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1705 size-full\" src=\"https:\/\/www.waca.associates\/wpwaca\/wp-content\/uploads\/2015\/03\/lixil_03.png\" alt=\"Conversion rate improvement image\" width=\"712\" height=\"350\" \/><\/a><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$127:0\" \/><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$129:0\" \/><\/p>\n<h2 style=\"font-weight: bold; color: #000000;\">Which exit rate should be improved first?<\/h2>\n<p><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$134:0\">If you are making general improvements, the general rule is to focus on improving the weakest parts of the website, or the pages within it. That means if the heading and the content tabs are fine, but the page content is lacking, you need to improve from the bottom up starting from content.<\/span><\/p>\n<p class=\"catch\" style=\"font-weight: bold; color: #007d00;\">Form exit &#8211;&gt;\u00a0Non-bounce exit &#8211;&gt; Bounces (landing page)<\/p>\n<p><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$139:0\" \/><span style=\"line-height: 1.5;\">For LIXIL it is better to improve things in the order above because form exit was the weakest link in this case. Taking that process and applying it to the actual pages, it looked like this.<\/span><\/p>\n<p class=\"catch\" style=\"font-weight: bold; color: #007d00;\">Improve the application page &#8211;&gt; Other pages that lead visitors to the application form &#8211;&gt; Homepage<\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"font-weight: bold; color: #000000;\">1st improvement:<br \/>\nShowing off value to customers by improving the website<\/h2>\n<p>Here are 7 ways to improve application forms;<\/p>\n<ul>\n<li>Minimize the number of items to fill out<\/li>\n<li>Do not force membership if it\u2019s not necessary<\/li>\n<li>Make sure every item to be filled out is clear<\/li>\n<li>Make sure every item to be filled out is clear<\/li>\n<li>Make sure items to be filled out are updated in real time if there\u2019s an input error<\/li>\n<li>Clarify which items are optional and which ones are required<\/li>\n<li>Do not specify character input with half-width and full-width options<\/li>\n<\/ul>\n<p><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$175:0\" \/><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$176:0\">We have to make sure we are conscious about these 7 points when designing our application forms.<\/span><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$177:0\" \/><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$179:0\" \/><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$180:0\">Often times it is hard to minimize the number of items to fill out but be tough! Ask, \u201cAre these forms really necessary to fill out or is it starting to feel like a survey?\u201d Make sure every form item to be filled out serves a purpose and helps you provide value to the customer.<\/span><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$181:0\" \/><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$183:0\" \/><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$184:0\">Remember,<strong> no one likes filling out online forms so make it as simple and easy as possible for the customer<\/strong>. Otherwise they\u2019ll exit.<\/span><\/p>\n<p><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$185:0\" \/><img decoding=\"async\" src=\"https:\/\/web-tan.forum.impressrd.jp\/files\/images\/article2014\/hitori_webanalyst\/hitori_webanalyst04_lixil_04m.jpg\" alt=\"\" \/><br style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$187:0\" \/><span style=\"color: #3e454c;\" data-reactid=\".11f.$mid=11415027067819=2b83a392e76b7169465.2:0.0.0.0.0.0.$end:0:$188:0\">This is an example of renewing contact form.<\/span><\/p>\n<hr \/>\n<p>&#8230;to be continued in &#8220;<a title=\"Part 2: Testing Your Design\" href=\"http:\/\/www.waca.associates\/case-study-lixil-part2\/\">Part 2: Testing Your Design<\/a>&#8221;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"You understand the importance of web analysis but what do you focus on? It seems like there\u2019s an endless number of things to do &#8211; reaching out to customers, proper SEO practices, and optimizing your website. Each one of those things can grow into dozens more. You can\u2019t do it all by yourself. This is a case study recommended for people like you; busy people like you in charge of websites and want to make big improvements. In this article, we\u2019re going to look at how a reform matching website increased sales by 200% in one year just by implementing 3 basic web analysis and improvement techniques. This is the [&hellip;]","protected":false},"author":11,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[101,52,54,19],"tags":[],"class_list":["post-1699","post","type-post","status-publish","format-standard","hentry","category-articles","category-blog","category-featured","category-web_analytics"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/1699"}],"collection":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/comments?post=1699"}],"version-history":[{"count":1,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/1699\/revisions"}],"predecessor-version":[{"id":6269,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/1699\/revisions\/6269"}],"wp:attachment":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/media?parent=1699"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/categories?post=1699"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/tags?post=1699"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}