About 42% of Businesses Successful in Web Customer Acquisition Say 'Reviewing Product/Service Descriptions' Was Effective. What Were the Benefits of Hiring External Experts?

What Factors Lead to Successful Customer Acquisition from Company Websites?

A company's official website serves as a crucial touchpoint for many businesses, supporting customer acquisition and sales.

However, whether businesses are actually receiving inquiries or generating sales from their websites—and what separates success from failure—varies significantly from one company to another.

Therefore, in collaboration with GOSPA Inc., we conducted an online survey targeting 84 men and women across Japan who, in a preliminary survey, responded that they are either running a business or have experience in corporate marketing or sales. The survey focused on their experiences with customer acquisition and sales growth through their websites.

※When quoting this press release, please follow these guidelines:

- Clearly state the source as 'Survey by NEXER Group Inc. and GOSPA Inc.'

- Include a link to GOSPA Inc. (https://gos-pa.co.jp/)

Survey Overview: 'Customer Acquisition and Sales Growth via Website'

Survey Method: Online questionnaire

Survey Period: April 13–22, 2026

Respondents: Nationwide men and women who indicated in a preliminary survey that they are either business owners or have experience in corporate marketing or sales

Valid Responses: 84 samples

Survey Questions:

Question 1: Have you ever received inquiries or sales through your company's website?

Question 2: What do you believe were the factors behind your successful customer acquisition from your website? (Multiple answers allowed)

Question 3: Have you ever outsourced web customer acquisition to external experts (e.g., web agencies, consultants)?

Question 4: What were the positive aspects of outsourcing? (Multiple answers allowed)

Question 5: Were there any aspects of outsourcing that fell short of your expectations? (Multiple answers allowed)

Question 6: What strategies would you like to strengthen further using your website? (Multiple answers allowed)

Question 7: Please share any success stories or challenges you've experienced regarding customer acquisition and sales growth through your website.

※Percentages are rounded to two decimal places, so totals may not sum to exactly 100%.

39.3% Reported 'Having Received Inquiries or Sales via Their Company Website'

First, we asked whether respondents had ever received inquiries or sales through their company website.

The result: 39.3% answered 'Yes,' while 60.7% answered 'No.'

This indicates that, despite operating a website, many businesses do not directly link it to inquiries or sales.

On the other hand, nearly 40% of businesses have indeed experienced tangible results, suggesting that certain efforts or improvements have effectively contributed to their success.

42.4% Cited 'Reviewing Product/Service Descriptions' as a Key Factor in Website Customer Acquisition Success

Next, we asked those who reported successful customer acquisition via their website about the factors behind their success.

The most common response was 'reviewing product/service descriptions,' at 42.4%.

This was followed by 'content enrichment' (33.3%), 'SEO measures' (27.3%), 'increased update frequency' (24.2%), and 'improving inquiry pathways' (21.2%).

The findings suggest that success is driven not by flashy redesigns or large investments, but by fundamental improvements in how products and services are explained and communicated.

39.4% Have 'Outsourced Web Customer Acquisition to External Experts'

Next, we asked those who experienced website-driven success whether they had ever outsourced web customer acquisition to external experts (e.g., web agencies, consultants).

The result: 39.4% answered 'Yes,' while 60.6% answered 'No.'

Among businesses achieving results, about 40% utilized external experts, while 60% handled efforts in-house.

53.8% Said the Best Part of Outsourcing Was 'Being Able to Implement Strategies Not Possible In-House'

We then asked those who had outsourced about the positive aspects they experienced.

The top response was 'being able to implement strategies not possible in-house,' at 53.8%.

This was followed by 'improved design and presentation' (38.5%), 'receiving expert proposals' and 'increased inquiries and sales' (both at 30.8%), and 'reduced workload' (15.4%).

It appears that the primary value of outsourcing lies in accessing areas beyond internal resources and expertise. Interestingly, improvements in strategy breadth and design were rated higher than direct sales increases.

46.2% Said 'Costs Were Higher Than Expected' When Outsourcing

We further asked those who had outsourced whether there were any aspects that fell short of their expectations.

'Costs were higher than expected' was the most common response, at 46.2%.

This was followed by 'results were hard to measure' and 'other' (both at 15.4%), and 'proposals were not as expected,' 'difficult communication,' 'felt the expert lacked understanding of our company,' and 'slow delivery or response' (all at 7.7%).

The cost gap stands out as particularly significant.

Pre-engagement cost estimates and aligning expectations on desired outcomes appear to be crucial factors influencing post-engagement satisfaction.

33.3% Want to Strengthen 'Content Marketing'

Next, we asked businesses experiencing website-driven success what strategies they would like to strengthen further using their website.

The most common response was 'strengthening content marketing,' at 33.3%.

This was followed by 'SEO enhancement' (30.3%), 'improving inquiry pathways' (27.3%), 'strengthening e-commerce sites' (24.2%), 'utilizing video' (21.2%), and 'AI utilization' (18.2%).

While content and SEO dominate, interest in newer initiatives such as AI, video, and e-commerce is steadily growing.

Success Stories and Challenges in Website Management: Voices from Respondents

Finally, we asked about any success stories or challenges in customer acquisition and sales growth through website utilization.

Please share any success experiences or challenges you've had regarding customer acquisition and sales growth through your website.

・We made things clearer using videos. (Female, 20s)

・No matter how much SEO we do, we lose to well-known companies' websites. There are hardly any keywords left that can rank high in search results. (Female, 30s)

・We increased our SNS update frequency to first get our name recognized. (Female, 40s)

・Indeed, a stylish and trendy website brought us more customers. (Female, 40s)

・In construction, we received a call via our website that led to an order. (Male, 50s)

・Our company blog gets single-digit daily visits. Still, when we launch new products, we get some orders. But after starting sales on Amazon Marketplace, our sales increased. I realized that without a major platform, it's impossible.