CVR improved immediately after the introduction of U-KOMI! Leads to product improvement and increased employee motivation

mh Co., Ltd. operates "Fun Fiber," a food brand that offers delicious ways to consume dietary fiber—a nutrient often lacking in the Japanese diet. To address challenges with customer acquisition and conversion rates (CVR), the company implemented U-KOMI as part of its creative strategy and immediately saw results, including improved CVR. In this interview, we spoke with the company’s representative, 窪様, about the background and deciding factors behind adopting U-KOMI, as well as the results achieved since its implementation.

Launching a Food Brand That Makes Dietary Fiber Delicious via E-Commerce

First, could you tell us about your business?

We operate a food brand called “Fun Fiber.” “Fiber” refers to “dietary fiber,” while “Fun” stands for both “function” and “enjoyment.” It’s a brand designed to help people get their daily intake of dietary fiber. Since our founding, our primary sales channel has been e-commerce.

Why did you focus on dietary fiber?

For decades, Japanese people have been chronically deficient in dietary fiber. Compared to the period immediately after World War II, intake has dropped to less than half, and it still falls short of the intake standards* set by the Ministry of Health, Labour and Welfare. Furthermore, the Ministry’s standards are actually lower than those in Western countries, set at about half the amount considered truly effective. To meet intake standards comparable to those in the West, people would need to consume 10g or even 20g more dietary fiber than they do now.

In that case, supplements alone are not enough, and since some people’s constitutions do not suit supplements, it becomes important to obtain dietary fiber from food. That said, it is not realistic to get the necessary dietary fiber from vegetables alone, for example. Vegetables contain at most about 3% dietary fiber, and it’s simply not possible to eat that much.

For these reasons, we founded our company with the goal of providing foods that allow people to continue enjoying dietary fiber in a delicious way.

*20g for adult men, 18g for adult women (Ministry of Health, Labour and Welfare, "Dietary Reference Intakes for Japanese (2020 Edition)" https://www.mhlw.go.jp/content/10904750/000586553.pdf)

We implemented U-KOMI as part of our creative strategy to address challenges with customer acquisition and conversion rates

I understand you’ve been operating an e-commerce site since your founding. What challenges did you face before implementing a review tool?

First, we faced challenges with customer acquisition. We primarily ran ads on social media platforms like Instagram and Facebook to address the issue of low traffic. While ad campaigns increased traffic, we wanted to further improve our conversion rate (CVR).

Apart from advertising, what other initiatives did you undertake to improve your conversion rate before implementing the review tool?

We tried just about everything, but the main initiatives included strengthening our product offerings, improving the creative assets (such as banners) used to communicate those strengths, and redesigning our landing pages.

Regarding the review tool, we initially viewed it as just one part of our creative strategy. Since we were already gathering user feedback through surveys and interviews, we didn’t make that our primary objective.

When you decided to implement a review tool as part of your creative strategy, what was the deciding factor in choosing U-KOMI?

The biggest deciding factor was the speed of implementation. During meetings leading up to the launch, whenever we requested improvements—such as “we’d like to see this aspect improved”—they were able to implement them in as little as a few days, which surprised us. We considered tools from other companies, but none of them were able to respond to specific improvement requests this quickly.

Another major reason was that the pricing was lower compared to competitors.

CVR improved immediately after implementation. We were also able to use it as a reference for product improvements.

What benefits have you experienced since implementing U-KOMI?

After implementation, we started receiving a lot of positive reviews, which was genuinely gratifying. While we conduct separate customer surveys for product improvement and development, we also use the feedback from reviews as a reference for these efforts. Above all, the immediacy of hearing authentic customer voices in real time has been a great motivator.

We also achieved our primary goal of improving the conversion rate (CVR), which increased by about 20% to 30% when comparing the two-week periods before and after implementation. We highly value the fact that we saw results immediately after implementation.

Additionally, we feature our official Instagram posts on our website, which we believe has had a positive impact on our Instagram account as well.

Finally, could you tell us about your future plans?

Since we’ve only just implemented U-KOMI, our next step is to optimize our overall creative design with the review feature in mind. For example, this includes creating landing pages that focus more on user reviews. Beyond that, we’re also considering advertising methods distinct from social media ads.

Furthermore, to reduce the burden of advertising, we plan to increase traffic not only through landing pages but also by strategically placing reviews on our main website, with the goal of boosting organic conversions.