Premium Concierge · DTC
JPNEAZY
Inbound to Japan from US, UK, Korea, Taiwan, Hong Kong (5 corridors)
Flat revenue despite traffic growth. Conversion stuck at 1.58%. Korea and Taiwan converting near zero. We diagnosed the real constraint as supply-side (not the funnel everyone was optimizing) and unlocked a revenue ceiling 2.5x larger than further CRO could have delivered.
+21.6%
Overall conversion lift, statistically significant (p=0.039)
+59%
Booking-form completion lift on the redesigned page
+2.5x
Revenue ceiling shift after pivoting strategy from CRO to supply routing
The Challenge
What needed to break.
JPNEAZY had healthy traffic and a great brand, but revenue had plateaued. Conversion was stuck at 1.58% across all corridors. Korea and Taiwan were converting near zero — the team assumed those markets just didn’t work. Standard CRO would have spent the next quarter testing button colors. We ran the diagnosis differently.
The Approach
What we actually did.
Built closed-funnel reporting that matched reality
GA4’s default event-level reports were systematically undercounting conversions because they couldn’t carry the A/B variant tag through to payment events. We rebuilt the reporting on GA4 v1alpha RunFunnelReportRequest with the variant captured at the top-of-funnel event — finally got numbers that matched the GA4 Exploration view.
Diagnosed the real constraint as supply-side
While everyone was looking at the conversion funnel, the actual bottleneck had moved. Confirmation rate (restaurants accepting bookings) dropped from 56.3% to 52.3% while traffic grew. The constraint had shifted from ‘not enough demand’ to ‘not enough supply saying yes.’ We pivoted the entire strategy from ‘convert more’ to ‘route smarter’ — routing users toward high-success restaurants instead of squeezing more conversion from the same funnel.
Rebuilt the booking page with transparency, not friction
Lifted form-completion 59% by giving committed users more information up front (course details, policies, notices). The new page lost some low-intent browsers but converted high-intent users dramatically better. Net positive — and the kind of insight you can only get from real funnel data, not opinions.
Localized for Korean and Traditional Chinese — properly
Localized 9 live email automations into Korean and Traditional Chinese with currency-aware (KRW, TWD) restaurant recommendations and culturally calibrated copy. Taiwan went from a market the team had written off to a paying market in 30 days.
Recovered 25-30% of attribution lost to Maps
Identified that Google Maps Reserve clicks were registering as direct traffic, polluting country-level conversion data. Tagged the Google Business Profile listings with UTM parameters. Country-by-country comparisons finally became meaningful — Taiwan’s ‘zero’ had been a measurement artifact, not a demand problem.
The Outcome
What the engagement produced.
+21.6% overall conversion lift (statistically significant), +59% form-completion lift, and a strategic pivot that opened up a revenue ceiling 2.5x larger than further funnel optimization could have delivered.
+21.6%
Overall conversion lift, statistically significant (p=0.039)
+59%
Booking-form completion lift on the redesigned page
+2.5x
Revenue ceiling shift after pivoting strategy from CRO to supply routing
What this engagement taught us
Cross-country conversion comparisons are meaningless without source normalization. Taiwan looked like a 0% market — it was a measurement artifact. The constraint that limits revenue moves over time, and the team that doesn’t re-diagnose ends up optimizing the wrong thing. Demand-side CRO would have plateaued; the supply-side routing shift unlocked the next 2.5x.
Want to build something similar?
We will analyze your brand, identify your best-fit market, and show you exactly what profitable expansion would look like. If the unit economics don't work, we'll tell you that — and won't take you on.
Apply for an Expansion Review