Mystery Shopping Whats in Your Franchise Development Website and Is - PowerPoint PPT Presentation

Mystery Shopping – What’s in Your Franchise Development Website and Is It Working for You? Keith Gerson, CFE

Today’s Discussion • Setting the context: Benchmark data • Best Practices & Summary highlights of 4 brands: – Soccer Shots Franchising, LLC – Hard Exercise Works – Learning Express, Inc. – One Hour Heating & Air Conditioning • Website Strategy, Getting Started Guide

Franchise Development Websites: Mystery Shopping SETTING THE CONTEXT: BENCHMARK DATA

Benchmark Data: 200 Brands Measurement is critical 4,320 monthly 37% measure % 45% measure 139 average # of average unique of visitors from conversions to leads monthly leads visits forms that convert Integrate Social Activities Optimize for mobile 25% provide 40% use rich 54% provide 46% have an unique starting content such as process for learning investment chart points video 38% had 44% ask for 52% of sites are 30% franchise consistent branded financials on forms mobile friendly opp on FB profile FB pages for local 25% respond to 60% of Google 28% maintain 24 average negative reviews, listings are NOT activity level on reviews per listing Google branded LinkedIn 2015 mystery shopping data of 200 brands, Provide easy access to learning Franchise Update Media

Franchise Development Websites: Mystery Shopping VOLUNTEER SUMMARY OF FINDINGS

Our Volunteers! www.hardexerciseworks.com/Own-a-Hew/ www.clockworkfranchise.com/one-hour/ www.soccershotsfranchising.com www.learningexpress.com/franchise

Evaluation Criteria • The Basics • Website Usability – Unique URL – Franchise content accessibility – Web analytics – Process of learning – Ranking on search – Effective use of tech – Dedicated entry point for franchise page – Overall site presence • Basic SEO • Key Content – Title Tags – About us/history – META, Keyword tags – Franchise info – Strategy that drives – Application content

Dedicated Franchise Website (URL) The very best practices link a franchise website with a candidate portal. “High Tech. High Touch”. 70%

Search Engine Rank (Category Search) *Domains that slip down to page 2 only attract 5% of search traffic! 95%

Starting Point / Process of Learning 25% Point of entry 51% Process

Title Tags (based on natural language) 31%

Mobile Optimization critical in 2016 67% 51% of Internet leads now come from mobile devices Landmark Interactive, Sept. 2015 Learning Express

Multiple Links to Franchise Info 67% Home page required structure, keep it simple: Main navigation • Content area • Footer • And/or floating navigation •

Google Algorithms Favor Videos 54%

About Us / History 93%

About Us / Core Values 93%

About Us / Team 50%

About Us / Benefits of Franchising 90%

Investment Info 47%

Broad Requirements 57% Handyman Connection

Do you have an FAQ page? 50%

Testimonials 100%

Industry Background (“why should I care?”) 64%

Franchise Award Process (Setting Expectations) 54%

Initial Request Form w/ Financial Info 44%

Initial Request Form w/ Financial Info 44%

Summary of Results Soccer Learning One-Hour Your H E W Shots Express Heating Brand Unique URL yes no no no Web Analytics Yes Yes Yes Yes Search Engine Rank (Top 10) No No No Yes Does the franchise page have a unique starting point? No Yes Yes No Basic Search Engine Optimization (META/keyword Tags) Title Tags - No title tag No - Company name only or title of page only yes yes - Company name + "Franchise" and same on all pages or has title of page next to it Yes Yes Yes - A few unique fran or biz opportunity keywords No No No No

Soccer Learning One-Hour Your H E W Shots Express Heating Brand Website Usability Franchise Content - 3 different links to Accessibility (from access fran page or 1 link in main and homepage) unique button Yes - 2 different links (1 in main nav; 1 elsewhere) Yes Yes - 1 link in main navigation Yes Yes - Hard to find (only at bottom) Process of Learning Yes or No no Effective Use of - Video Yes Yes Yes Yes Technology - Video Testimonials Yes Yes Yes - Video Spokesperson no - Click to Call - Online Chat - Twitter/Facebook/ Social Media Links Yes Yes Yes Overall Site Presence Yes/No No No Yes

Soccer Learning One-Hour Your H E W Shots Express Heating Brand Key Content - Dedicated Page Yes No Yes About Us/History - Franchise Team Listed Yes No Yes Benefits of Franchising Yes or No No Benefits of Company Franchise Yes or No No No Yes Yes Territory Map - Standard map/detailed area Yes No - Map yes No Investments - Investment chart No Yes - Mention build out + franchise fee and royalty Yes No Yes - No investment mentioned No Requirements Yes/No No No Yes No Frequently Asked Questions - Solid FAQs with good descriptions and answers No No No No (FAQ) - Few basic FAQs Yes No Yes - None Yes Testimonials - Sprinkled throughout site or has adedicated page w/ video, text, pictures, etc. Yes Yes Yes - At least one testimonial yes Yes - None Industry Background and Growth Yes/No No No No No Earnings Claims Yes/No No No No No Franchise Award Process Yes/No Yes Yes Yes No - Short form with contact info Initial Request Form only Yes Yes Yes Yes - Short form with financial qualifiers No No No No - Short form with time frame No No No No - Short form with lead source No No No No Application Yes/No No No No No

Franchise Development Websites: Mystery Shopping BEST PRACTICE TAKEAWAYS & FAQ’S

Benchmark Data: 200 Brands Measurement is critical 4,320 monthly 37% measure % 45% measure 139 average # of average unique of visitors from conversions to leads monthly leads visits forms that convert Integrate Social Activities Optimize for mobile 25% provide 40% use rich 54% provide 46% have an unique starting content such as process for learning investment chart points video 38% had 44% ask for 52% of sites are 30% franchise consistent branded financials on forms mobile friendly opp on FB profile FB pages for local 25% respond to 60% of Google 28% maintain 24 average negative reviews, listings are NOT activity level on reviews per listing Google branded LinkedIn 2015 mystery shopping data of 200 brands, Provide easy access to learning Franchise Update Media

What Are Typical Conversion Rates?

Best Source of Leads That Convert?

Website Evaluation Strategy Getting started guide A) Benchmark Your Current Metrics.  Record Answer  Number of visits/visitors/unique visitors (monthly average) x Bounce rate (monthly average) x Time on site (monthly average) x Top performing keywords (in terms of rank, traffic and lead generation) x Number of inbound linking domains x Total number of new leads/form submissions (per month) x Total amount of sales generated (per month) x Total number of total pages indexed x Total number of pages that receive traffic x B) Determine Your Goal(s).  Record Answer  Why are you doing the redesign? What is working, not working that you need to address? x What are the top 3 goals you expect from this website?

Website Evaluation Strategy Getting started guide, pg 2  Record Answer  C) Define Your Brand. What is your franchise brand’s message/unique value proposition to potential x franchisees? Is it (message and/or branding) changing or staying the same? Why? x If it is changing, what about it needs to change? x  Record Answer  D) Define Your Target Prospect. Do you currently have a clearly defined target audience? x Is this audience changing as part of this redesign? x Does your branding and content currently align with that audience? x

Website Evaluation Strategy Getting started guide, pg 3 E) Analyze the Competition  Record Answer  Are there competitor sites that you really like? If so, which ones? x What are the top 3 most competitive keywords for your industry? x Who are your top-ranked competitors? x

$300 off for all Franchise Development Seminar Attendees Contact Drew Shaw drew.shaw@franconnect.com

Thank You. Keith Gerson, CFE President & Chief Client Officer FranConnect keith@franconnect.com 703-570-8503