CRO AUDIT · CRO監査

広告クリックは発生している。しかし、コンバージョンが止まっている。その原因はページの構造にある。

Most landing pages targeting Japanese audiences are built on a Western minimalist framework — minimal information density, a single call-to-action, and a stripped-back layout. This structure converts poorly in Japan for high-ticket decisions. Japanese users making significant purchase or enquiry decisions expect to find company registration numbers, representative names, physical addresses, phone numbers in the header, detailed product or service specifications, and visible certifications before they are asked to act. These are not optional additions. Their absence is active friction. Ignited Nepal audits every page receiving paid traffic and identifies the specific, evidence-based friction points — including the trust signal gaps that are unique to the Japanese conversion path — and delivers a prioritised friction list, revenue impact estimates, and a 30-day optimisation roadmap.

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This is for you if

これはどのような企業向けか / Who This Is Built For

The Cross-Border Brand Running Japanese Paid Campaigns on a Localised-But-Not-Converted Page: You have translated your website into Japanese and are running paid campaigns on Google Japan and Yahoo Japan. The translation is accurate. The product is right for the market. But the conversion rate from Japanese paid traffic is significantly below what you see in English-speaking markets. The page structure — single column, minimal information, prominent CTA before sufficient detail — is creating friction because it asks Japanese users to make a decision before providing the information density and trust infrastructure they require. Translating a page is not the same as converting it for Japan.

The Japanese Business With Solid Brand Recognition and Underperforming Paid Conversion: You operate in Japan with an established presence — a real company with a registered address, a representative, and verifiable credentials. Yet your paid landing pages do not visibly communicate any of this. The company registration number is buried in the legal pages. The representative name does not appear on conversion pages. The phone number in the header is a general enquiry line that rings to an IVR. These gaps do not reflect the reality of your company's credibility, but they create exactly the trust deficit that causes Japanese users to hesitate at the point of conversion.

The B2B Company Selling to Japanese Enterprise Buyers Through Paid Acquisition: Your sales cycle involves multiple stakeholders, detailed specification review, and a significant due diligence process on the vendor side. Your paid traffic is landing on pages that look like B2C marketing — benefit-led headlines, short copy, prominent CTA, minimal technical detail. Japanese enterprise buyers are not converting from these pages because the page structure is misaligned with the information they need and the decision process they follow. The friction is structural, not a function of budget or targeting quality.

What's broken

5つのコンバージョン阻害要因 / Five Conversion Friction Types We Find on Japan Market Pages

Missing Mandatory Trust Infrastructure for Japanese Conversion Paths

For high-ticket decisions — services, B2B software, professional services, premium products — Japanese users expect to verify the credibility of the business before converting. This verification process typically involves checking the company registration number (法人番号 or 会社番号), the representative director's name (代表取締役), the physical address, and a phone number that connects to a real person. When these elements are absent from conversion pages, or are present only in the site footer or the legal disclosure page rather than on or near the conversion form, the trust verification that Japanese users perform before converting cannot be completed. The CTA is being placed before the trust evidence that would make a user willing to act on it.

Western Minimalist Page Structure Misaligned With Japanese Information Expectations

Japanese users evaluating a significant purchase or service decision expect more information before the point of decision, not less. Detailed specification tables, comparison charts, process flow diagrams, FAQ sections that address specific technical or operational questions, and price transparency where appropriate — these are the information-density elements that support the Japanese conversion path for considered decisions. A landing page that leads with a benefit headline and a CTA after two paragraphs of copy asks Japanese users to act before they have the information they need. This is one of the most consistent structural friction sources across Japan-market paid campaigns Ignited Nepal has reviewed.

Phone Number Placement and Accessibility

In Japan, the visibility of a telephone number — particularly in the page header — is a direct signal of business legitimacy and accountability. A business that is reachable by phone is a business that stands behind its product or service. Pages that do not display a phone number prominently, or that route callers through an automated system without clearly indicating business hours and a direct contact path, create trust friction before a user has even begun to read the page content. This is not a UX preference. It is a trust signal with direct conversion implications for the Japanese market.

CTA Placement Before Sufficient Specification Detail

Japanese conversion pages for considered decisions need to provide complete product or service specifications, including technical parameters, scope of service, contract terms, support conditions, and pricing where available, before the call-to-action is presented as the natural next step. When the CTA is placed early — before the specification section, before the FAQ, before the social proof — it asks for a commitment before the user has completed their assessment. This is the direct inverse of what Japanese users require in their conversion path, and it is one of the primary reasons Western-structured pages underperform in Japan.

Certifications and Accreditations Not Prominently Placed

In Japanese markets, particularly for B2B, professional services, and healthcare-adjacent categories, certifications and accreditations — ISO certifications, industry body memberships, ministry registrations, or internationally recognised quality marks — carry significant conversion weight. When these are present but placed in site footers, on About pages, or in legal disclosure documents rather than on the conversion page near the decision point, they are not performing the trust function they could. Ignited Nepal assesses both which certifications are present and where they appear relative to the conversion path.

What we engineer

監査の内容 / What a CRO Audit From Ignited Nepal Covers

Japan-Specific Trust Infrastructure Assessment

We audit every page receiving paid traffic for the presence and placement of the trust elements that Japanese users require to complete the credibility verification that precedes conversion. This includes company registration number visibility, representative name and title, physical address, phone number placement, business hours display, certification and accreditation placement, and the proximity of these elements to the conversion form. We specify exactly which elements are absent, where they should appear on the page, and what format they should take to function as trust signals rather than compliance footnotes.

Information Density and Specification Completeness Audit

We assess whether each conversion page provides the specification and detail depth that Japanese users need before acting. For product pages, we evaluate whether technical specifications, materials, dimensions, compatibility information, and warranty terms are present and readable. For service pages, we evaluate whether scope, process, timeline, pricing structure, support terms, and relevant case study depth are present before the CTA. We identify every gap between what the page currently provides and what a Japanese user needs to complete their pre-conversion assessment.

Bilingual Message Alignment Assessment

We review the alignment between your Japanese-language ad copy and the page content it links to — assessing whether the search intent and expectation set by the ad is met by the page structure and copy. We also review the bilingual integrity of the page where both Japanese and English content appears, identifying inconsistencies, translation register mismatches, and structural imbalances between language versions that may be creating confusion or reducing credibility.

Revenue Impact Estimates Per Friction Point

For each friction point identified, we estimate the revenue impact of resolution based on your current paid traffic volume, average transaction or contract value, and the conversion rate uplift associated with that category of fix in the Japanese market context. Missing trust infrastructure fixes — company registration number, representative name, phone number placement — consistently produce measurable conversion rate improvements in Japan because they remove a credibility barrier that a defined proportion of Japanese users will not convert through.

30-Day Optimisation Roadmap (Japanese Market)

We deliver a structured 30-day roadmap that sequences friction removals and trust infrastructure additions in order of estimated revenue impact. Each item specifies what to add or change, on which page and in which section, what the precise change should be, and what metric to monitor to confirm the fix is producing the expected improvement. The roadmap is structured so your team — or your Japanese market developer — can begin implementation immediately after delivery.

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What changes

4つの変化 / Four Measurable Outcomes After the Audit Findings Are Implemented

Before
After
Before Trust Infrastructure Gaps Are Closed and Conversion Verification Is Possible
After When company registration numbers, representative names, addresses, and phone numbers are placed on conversion pages in positions where Japanese users encounter them during their pre-conversion verification process, the trust barrier that was preventing a defined proportion of users from acting is removed. These users were not unconvinceable. They were being asked to convert before they could verify that converting was safe. Closing the trust infrastructure gap changes the conversion calculus for that segment.
Before Information Density Alignment Reduces Pre-Conversion Abandonment
After When conversion pages provide the specification depth and detail that Japanese users need before acting — and when that information is structured in a sequence that mirrors the Japanese decision-making process — the proportion of users who leave the page to seek information elsewhere before returning to convert decreases. Pages built with appropriate information density before the CTA retain more of their paid traffic through to the point of decision.
Before Paid Traffic Efficiency Improves Without Changing Campaign Structure
After The same paid traffic volume, landing on pages with resolved friction, produces more conversions. This improves cost per acquisition without requiring changes to bids, targeting, or budget allocation. For Japan-market campaigns where cost per click is often high relative to other markets, the conversion rate impact of removing structural friction is directly reflected in campaign efficiency metrics.
Before The Page Becomes a Credible Asset for the Japanese Market
After A landing page that passes the Japanese trust verification process — that visibly communicates company registration, representative accountability, contactability, and information completeness — is not just converting better on the current campaign. It is a page that will continue to convert future paid traffic, support organic search conversions, and function as a credible representation of the business to any Japanese prospect who encounters it from any channel.
Common questions

よくあるご質問 / FAQ

Why do Japanese users require more trust information than users in other markets before converting?

Japanese consumer and business purchasing culture places significant weight on verifiable accountability before committing to a transaction or enquiry. A business that displays its company registration number, representative name, and physical address is making a public commitment to accountability that is embedded in the Japanese commercial tradition — these disclosures are legally required on many Japanese business websites and are expected by users even when not strictly mandated. Their absence signals, to a Japanese user, that the business either cannot or has chosen not to meet the standard of transparency that legitimate Japanese businesses observe. This creates a credibility gap that is independent of product quality, pricing, or brand presentation.

Our page is already translated into Japanese. Is that not sufficient for the Japanese market?

Translation changes the language. It does not change the page structure, information density, trust signal placement, or CTA sequencing. A page translated into Japanese that retains the Western minimalist structure — short copy, early CTA, minimal specification detail, no company registration number visible — will convert poorly in Japan because the structural friction is language-independent. The Ignited Nepal CRO audit assesses both the language quality and the structural alignment of the page with Japanese conversion path conventions.

What is a company registration number and where should it appear on a landing page?

In Japan, businesses incorporated as kabushiki kaisha (株式会社) or godo kaisha (合同会社) have a legal entity number (法人番号) registered with the National Tax Agency, as well as a commercial register number from the Legal Affairs Bureau. For landing pages targeting Japanese users for high-ticket decisions, making the company registration number visible — typically in the page footer, near the contact section, or within a company overview section that appears before the CTA — provides the identifier that Japanese users use to verify a business is a legitimate registered entity. For B2B pages and professional services pages, this visibility is particularly important.

How does the audit handle pages that serve both Japanese and English-speaking audiences?

We audit bilingual pages by assessing each language version independently and then evaluating the structural consistency between them. We identify cases where the Japanese version is informationally incomplete relative to the English version, where translation register is misaligned with the expected formality level for the page type, and where the visual hierarchy of the bilingual layout creates confusion about which version is primary. We specify changes for each language version separately, with notes on where the structural differences are intentional market adaptations versus unresolved inconsistencies.

What does a 30-day optimisation roadmap for a Japan-market CRO audit include?

The roadmap includes a sequenced list of specific changes — trust infrastructure additions, information density expansions, CTA repositioning, phone and contact signal placements, specification section additions, and certification placements — ordered by estimated revenue impact per unit of implementation effort. Each item specifies the exact page, section, change required, and the metric that confirms the fix is producing the expected improvement. Items that require new content — specification tables, representative name and title, FAQ sections — include the content specification so your team knows exactly what to write, not just that it needs to be written.

Our team

The people behind the work

Not a black box. Real specialists you can call, with their names on the work.

Niraj Raut

Niraj Raut

Founder — Ecommerce SEO
Keshab Joshi

Keshab Joshi

PPC Expert
Hawrry Bhattarai

Hawrry Bhattarai

Google Ads Expert
Arogya Rijal

Arogya Rijal

SaaS SEO Expert
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有料トラフィックのコンバージョンを阻害している要因を特定する / Find What Is Blocking Your Paid Traffic From Converting in Japan

Most friction on Japan-market paid landing pages is structural, specific, and fixable. It is not found by reviewing conversion rate numbers in an analytics dashboard — it is found by auditing the actual pages, the actual trust infrastructure, and the actual alignment between your ads and your destinations for Japanese users. Ignited Nepal delivers a prioritised friction list including Japan-specific trust signal gaps, information density findings, and CTA sequencing issues — with revenue impact estimates and a 30-day optimisation roadmap.

Request a CRO Audit →

jp@ignitednepal.com