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。

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.

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.

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.

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.

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.