Seiko Epson Corporation
Seiko Epson Corporation
Advancing Digital Customer Experience: Seiko Epson’s DX Initiatives with Ptengine
Advancing Digital Customer Experience: Seiko Epson’s DX Initiatives with Ptengine
Interview Highlights
Interview Highlights
Improving customer experience requires website optimization, and A/B testing data has become a shared language across business departments.
By uniting teams responsible for all company websites—including the semiconductor business site—improvements can be implemented smoothly through a shared understanding of testing methodology and seamless collaboration.
Through training sessions and onboarding programs, Ptengine access analysis adoption is promoted across the organization, establishing a foundation for continuous, company-wide website optimization.
The interviewees for this session are Ms. Miyazawa and Mr. Takahashi from the DX, Digital Transformation Promotion Division of Seiko Epson Corporation.
Ms. Miyazawa joined the company working on projector development and has been engaged in web production–related work since 2008. In recent years, she has focused on web analytics and obtained her Web Analyst certification last year.
Mr. Takahashi joined the company in 2017 as a new graduate designer responsible for product design. Since 2022, he has transitioned to web-related work, primarily focusing on tool implementation and web analytics.
The interviewees for this session are Ms. Miyazawa and Mr. Takahashi from the DX, Digital Transformation Promotion Division of Seiko Epson Corporation.
Ms. Miyazawa joined the company working on projector development and has been engaged in web production–related work since 2008. In recent years, she has focused on web analytics and obtained her Web Analyst certification last year.
Mr. Takahashi joined the company in 2017 as a new graduate designer responsible for product design. Since 2022, he has transitioned to web-related work, primarily focusing on tool implementation and web analytics.
Streamline team collaboration with A/B testing
Streamline team collaboration with A/B testing
Could you tell us about your current mission, how you use Ptengine, and what led to its adoption?
Could you tell us about your current mission, how you use Ptengine, and what led to its adoption?
Ms. Miyazawa: The mission of our DX Promotion Division is to improve the digital customer experience. For each business unit, the most important touchpoint with customers is the website. We work closely with different departments to promote the development and improvement of our websites.
Our department's KPIs are also linked with those of the business units, such as sales and lead generation. However, differences in opinion sometimes arise between the business units and the DX Promotion Division, which is responsible for website production.
The content that business units want to showcase isn't always what users actually want to see, and finding the right balance can be challenging. In such situations, we began using A/B testing as an effective way to provide evidence when communicating with business teams. With objective data supporting our proposals, discussions with the business units have become much smoother.
Ms. Miyazawa: The mission of our DX Promotion Division is to improve the digital customer experience. For each business unit, the most important touchpoint with customers is the website. We work closely with different departments to promote the development and improvement of our websites.
Our department's KPIs are also linked with those of the business units, such as sales and lead generation. However, differences in opinion sometimes arise between the business units and the DX Promotion Division, which is responsible for website production.
The content that business units want to showcase isn't always what users actually want to see, and finding the right balance can be challenging. In such situations, we began using A/B testing as an effective way to provide evidence when communicating with business teams. With objective data supporting our proposals, discussions with the business units have become much smoother.
The decisive factor was support that felt like a true partnership—working side by side as one team.
The decisive factor was support that felt like a true partnership—working side by side as one team.
Mr. Takahashi: Initially, we tried using Google Optimize for A/B testing, but the setup was quite complex and implementation was difficult. When we learned the service would be discontinued last summer, we began searching for an alternative A/B testing tool and eventually discovered Ptengine.
At that time, we evaluated about six companies in parallel. Beyond functionality, the decisive factor was the support system. Even during the evaluation phase, we received quick responses to our questions, and after implementation, we continued to experience very attentive support. The pricing was also reasonable, and the heatmap feature's usability was excellent. We believed that business team members would be able to start using it quickly.
Since Google Optimize provided almost no support services, it was very difficult to respond when issues occurred, including problems related to complex configurations. Ptengine, by contrast, was much more flexible. Additionally, test results can be visualized quickly, and presenting data visually makes it much easier for business teams to understand and accept the results—which was also very appealing.
Mr. Takahashi: Initially, we tried using Google Optimize for A/B testing, but the setup was quite complex and implementation was difficult. When we learned the service would be discontinued last summer, we began searching for an alternative A/B testing tool and eventually discovered Ptengine.
At that time, we evaluated about six companies in parallel. Beyond functionality, the decisive factor was the support system. Even during the evaluation phase, we received quick responses to our questions, and after implementation, we continued to experience very attentive support. The pricing was also reasonable, and the heatmap feature's usability was excellent. We believed that business team members would be able to start using it quickly.
Since Google Optimize provided almost no support services, it was very difficult to respond when issues occurred, including problems related to complex configurations. Ptengine, by contrast, was much more flexible. Additionally, test results can be visualized quickly, and presenting data visually makes it much easier for business teams to understand and accept the results—which was also very appealing.
A/B testing is implemented across departments, from recruitment websites to B2B products
A/B testing is implemented across departments, from recruitment websites to B2B products
Q: Could you share any specific initiatives that have produced measurable results?
Q: Could you share any specific initiatives that have produced measurable results?
1. Optimizing the internship application flow
1. Optimizing the internship application flow
1. Optimizing the internship application flow
Our initial project focused on optimizing Epson's recruitment website. In recent years, new graduates have increasingly based their application decisions on internship experience. At our company, most students who receive job offers have participated in our internship programs.
To increase internship applications from our recruitment website, we partnered with our HR department to redesign the site. Rather than relying on assumptions, we implemented changes based on hypotheses and data validation, using A/B testing as a key methodology.
Target: Increase internship applications from the recruitment website
Hypotheses:
The internship introduction page lacked a clear link to the application page, making it difficult for students to apply.
The page title used only the English word "Internship," which wasn't immediately recognizable to Japanese students
Actions & Results:
Added a direct link to the application page on the internship program page
Changed the page title from "Internship" to "インターンシップ（Internship）"
These A/B tests revealed significant improvements: the conversion rate from the internship page to the application page increased by 30%, and the page's click-through rate doubled.
A key insight emerged from changing the wording to "インターンシップ." While the English term "Internship" had been chosen for design consistency, the katakana version proved more intuitive and accessible to students. This small change had measurable impact—something only A/B testing could have revealed.
We also conducted A/B tests at several critical points in the application flow. Combined with recruitment team initiatives, these comprehensive optimizations resulted in a 25% increase in total applications compared to the previous year, significantly boosting our applicant pool.
Our initial project focused on optimizing Epson's recruitment website. In recent years, new graduates have increasingly based their application decisions on internship experience. At our company, most students who receive job offers have participated in our internship programs.
To increase internship applications from our recruitment website, we partnered with our HR department to redesign the site. Rather than relying on assumptions, we implemented changes based on hypotheses and data validation, using A/B testing as a key methodology.
Target: Increase internship applications from the recruitment website
Hypotheses:
The internship introduction page lacked a clear link to the application page, making it difficult for students to apply.
The page title used only the English word "Internship," which wasn't immediately recognizable to Japanese students
Actions & Results:
Added a direct link to the application page on the internship program page
Changed the page title from "Internship" to "インターンシップ（Internship）"
These A/B tests revealed significant improvements: the conversion rate from the internship page to the application page increased by 30%, and the page's click-through rate doubled.
A key insight emerged from changing the wording to "インターンシップ." While the English term "Internship" had been chosen for design consistency, the katakana version proved more intuitive and accessible to students. This small change had measurable impact—something only A/B testing could have revealed.
We also conducted A/B tests at several critical points in the application flow. Combined with recruitment team initiatives, these comprehensive optimizations resulted in a 25% increase in total applications compared to the previous year, significantly boosting our applicant pool.
2. Optimizing the lead generation flow for semiconductor products
2. Optimizing the lead generation flow for semiconductor products
Another initiative focused on optimizing lead generation for semiconductor products, primarily by improving the user path to the document request page and increasing sales efficiency. Previously, we attempted page adjustments such as strengthening link visibility and increasing the number of links on other pages, but these efforts did not deliver the desired results.
Challenge: Low traffic from the semiconductor product homepage to the document request page.
Actions & Results:
Conducted an A/B test comparing two scenarios: with and without a popup on the homepage. The popup displayed thumbnails of new materials and guided users to the document request page.
Results showed that the popup increased clicks to the document request page by 100% (doubled the baseline). Based on these results, we officially implemented the popup solution.
As a result, we decided to test a more engaging approach: introducing a web engagement popup. However, because popups can negatively impact user experience, we conducted A/B testing before full implementation to understand actual user reactions.
Another initiative focused on optimizing lead generation for semiconductor products, primarily by improving the user path to the document request page and increasing sales efficiency. Previously, we attempted page adjustments such as strengthening link visibility and increasing the number of links on other pages, but these efforts did not deliver the desired results.
Challenge: Low traffic from the semiconductor product homepage to the document request page.
Actions & Results:
Conducted an A/B test comparing two scenarios: with and without a popup on the homepage. The popup displayed thumbnails of new materials and guided users to the document request page.
Results showed that the popup increased clicks to the document request page by 100% (doubled the baseline). Based on these results, we officially implemented the popup solution.
As a result, we decided to test a more engaging approach: introducing a web engagement popup. However, because popups can negatively impact user experience, we conducted A/B testing before full implementation to understand actual user reactions.
Accelerate improvement initiatives with seamless collaboration between site owners
Accelerate improvement initiatives with seamless collaboration between site owners
Q: What's the key to running continuous tests on a large corporate website?
Q: What's the key to running continuous tests on a large corporate website?
Ms. Miyazawa: Yes, exactly. In fact, there's little resistance within the company to the idea of improving websites. Each business unit has a person responsible for its website, with overall management handled by these owners. The authority to decide on improvements largely rests with them.
Additionally, A/B testing differs from directly modifying the live environment. As long as we explain that "this is a test" and "it's temporary," most people understand and agree. We rarely encounter barriers between departments, and we can move forward very flexibly—a major advantage.
Ms. Miyazawa: Yes, exactly. In fact, there's little resistance within the company to the idea of improving websites. Each business unit has a person responsible for its website, with overall management handled by these owners. The authority to decide on improvements largely rests with them.
Additionally, A/B testing differs from directly modifying the live environment. As long as we explain that "this is a test" and "it's temporary," most people understand and agree. We rarely encounter barriers between departments, and we can move forward very flexibly—a major advantage.
Ptengine is integrated into new employee training as well. The goal is to create an environment where "data-driven decision making" becomes the norm.
Ptengine is integrated into new employee training as well. The goal is to create an environment where "data-driven decision making" becomes the norm.
Q: Collaboration with business units and site owners has been very smooth. Could you also elaborate on the initiatives your company has taken to promote internal adoption?
Q: Collaboration with business units and site owners has been very smooth. Could you also elaborate on the initiatives your company has taken to promote internal adoption?
Ms. Miyazawa: First, we organized briefing sessions for each business unit. After introducing Ptengine's functions and usage to the website owners in each department, they began to use the tool more proactively. This year, we also conducted sessions for all new employees in the DX Promotion Division, where they learned and practiced using Ptengine for web analytics.
The suggestions that came from different perspectives were very interesting, and we hope to continue this initiative every year.
Mr. Takahashi: The role of the DX Promotion Division is to build the foundational environment for website improvement across the entire company.
Our ultimate goal is for every business unit to optimize their websites based on data. Therefore, we place great importance on first running the PDCA cycle ourselves and continuously driving improvements through our own actions.
Ms. Miyazawa: First, we organized briefing sessions for each business unit. After introducing Ptengine's functions and usage to the website owners in each department, they began to use the tool more proactively. This year, we also conducted sessions for all new employees in the DX Promotion Division, where they learned and practiced using Ptengine for web analytics.
The suggestions that came from different perspectives were very interesting, and we hope to continue this initiative every year.
Mr. Takahashi: The role of the DX Promotion Division is to build the foundational environment for website improvement across the entire company.
Our ultimate goal is for every business unit to optimize their websites based on data. Therefore, we place great importance on first running the PDCA cycle ourselves and continuously driving improvements through our own actions.
Website optimization that directly drives revenue
Website optimization that directly drives revenue
Q: Could you share your future plans for using Ptengine?
Q: Could you share your future plans for using Ptengine?
Ms. Miyazawa: By leveraging Ptengine, we aim to enhance the Epson brand image and increase user engagement on our corporate website. We also see Ptengine as an entry point to promote website data analysis among other website-related personnel who aren't yet involved in analytics.
Mr. Takahashi: As the DX Promotion Division, we believe it's critical to drive tangible growth in profit and revenue through website optimization and clearly demonstrate our contributions to each business unit with data. Moving forward, we'll explore deeper adoption and expansion of Ptengine to generate even greater results.
Ms. Miyazawa: By leveraging Ptengine, we aim to enhance the Epson brand image and increase user engagement on our corporate website. We also see Ptengine as an entry point to promote website data analysis among other website-related personnel who aren't yet involved in analytics.
Mr. Takahashi: As the DX Promotion Division, we believe it's critical to drive tangible growth in profit and revenue through website optimization and clearly demonstrate our contributions to each business unit with data. Moving forward, we'll explore deeper adoption and expansion of Ptengine to generate even greater results.