How Sony Network Communications uses Contentsquare to identify friction and improve customer experiences

The company 

Sony Network Communications Inc. (So-Net) is a Sony Group company founded in 1995, that delivers communication, IoT, AI, and solution services. So-Net offers a variety of network services under the NURO brand, including NURO Hikari, NURO Mobile, NURO 5G, and NURO Biz.  Naoya Nakayama, Manager of NURO's Direct Sales Promotion Department, leads a team focused on strengthening the brand's digital customer touchpoints. They use Contentsquare to optimize NURO's customer journey—from acquisition to conversion—boosting sales performance with clear, actionable insights at every step.

The solution

NURO was first launched as part of So-net's service lineup, then spun off as a standalone brand in 2021. Through it all, Contentsquare has been a trusted partner for its ease of use and scalability.

Unlike tools that require page-by-page setup to track user behavior, the platform automatically collects every app or website interaction from day one. Naoya shares that Contentsquare’s features like Session Replay and the seamless integration with Adobe Analytics make analysis simple for his team. 

Creating segments in the platform takes just a few clicks, streamlining Nuro’s daily analysis. The team has embedded Contentsquare’s Heatmaps and scroll-depth insights into their internal reporting, making the platform indispensable for decision-making.

The team has also started using Sense, Contentsquare's AI. Thanks to in-platform explainer pop-ups, adopting Sense was straightforward. The team understands the value of AI-powered insights, and plan to widen their usage.

The team is currently testing Session Reply Summaries, which give a summarized breakdown of what happened during a replay helping them quickly decide which replays to watch. Over time, they expect Sense to become a natural entry point for analysis across the business. 

Contentsquare offers advantages like automatic HTML element recognition, session replay, and Adobe integration.

Contentsquare powers a continuous optimization loop 

The team uses zone-based heatmap analysis and session replays to spot friction, form hypotheses, and prioritize A/B tests to improve the site. 

Customer feedback from phone and chat support acts as an early-warning system. When installation questions spike, analysts jump into Contentsquare to examine click patterns and scroll depth, pinpoint confusion, and build targeted fixes.

This workflow extends through validation. A/B tests from Adobe Target feed data into Contentsquare, enabling side-by-side comparisons of click-through and scroll behavior. The team quickly visualizes how each variant performs and decides what to ship, revert, or refine.

Here are 2 examples of how Nuro has used Contentsquare’s insights to drive business impact.

1. Tailoring content journeys for new and returning users

To address frequently asked questions about fees and memberships, the team added a detailed monthly pricing table to the homepage. At first, this didn’t seem to impact conversion. However, deeper analysis by segment showed that first-time visitors converted less than returning visitors. 

Session replays revealed why: new visitors bounced before engaging with the table. This insight showed that new visitors weren't ready for details on pricing, like "how much is the first month" or "how much are the 2nd to 13th months?".

This learning became a guiding principle for the team: personalize content based on where visitors are in their journey.

2. Optimizing the mobile and form experience 

When analyzing a mobile-search-optimized landing page and a key entry point for both consumer and business services, the team discovered that users frequently tapped non-linked areas of service cards. 

Based on this insight, the team made a minor change with big impact: they made the entire card clickable (rather than just the “View details” button). 

This optimization increased CTR (click-through rates) by 2–3 points, translating to roughly a +15% uplift—significant for a page with heavy search traffic.

Zone-based heatmap analysis on Nuro’s mobile-search-optimized landing page showing a 15.6% CTR before (on the right) and a 17.9% CTR after optimization (on the left). 

Another example of how Naoya’s team used Contentsquare is on Nuro’s application form for their service for apartment complexes.

Session replays revealed an issue in the application confirmation journey. Users were completing the application and then either navigating back to the “onboarding process” page, or searching for installation details. Chat logs also showed the same pattern, with users frequently asking questions about booking installations. As these topics were outside the scope of the application chat, it led to user frustration and further redirects.

Because reworking the form would take time, the team implemented a quick but effective solution: a confirmation-page pop-up that guided users to installation resources with clear links. 

The result? Usage of the application chat fell by -38%, reducing out-of-scope installation inquiries and improving user satisfaction. The pop-up achieved a 24% link CTR—proof it surfaced exactly what customers needed, right when they needed it.

The results

With Contentsquare, NURO can automatically track every interaction and surface insights, turning customer data into confident, sales-driving decisions. The business impact so far includes: 

• +15% higher click-through rate on their mobile-search-optimized landing page

• -38% fewer chat inquiries after optimizing the application flow

• Achieving a 24% click-through rate on a strategically placed pop-up

What’s next

The team has already connected Contentsquare with Adobe Analytics for a unified view of user behavior. Now they're exploring links to their call center chatbot to understand what triggers users to reach out. Their customer service model spans phone, chatbot, and live chat—and NURO is now testing web-conferencing capabilities to handle voice interactions entirely online.

Next up: personalization. 

While A/B testing is still core to their strategy, the team knows it optimizes for the majority but doesn’t tailor to individual users. To close that gap, they're exploring marketing automation to deliver the right message at the right moment across their web and app.

The goal? Shift from reactive, session-based interactions to ongoing conversations that feel closer to 1:1 experiences. By creating relevant experiences across touchpoints, NURO aims to turn one-off visits into long-term relationships built on trust.