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

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

Dec 19, 2023 19 likes •403 views

Mystery Shopping Whats in Your Franchise Development Website and Is It Working for You? Keith Gerson, CFE Todays Discussion Setting the context: Benchmark data Best Practices & Summary highlights of 4 brands: Soccer

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

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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
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SETTING THE CONTEXT: BENCHMARK DATA

Franchise Development Websites: Mystery Shopping

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Benchmark Data: 200 Brands

45% measure

conversions to leads

4,320 monthly

average unique visits

139 average # of

monthly leads

37% measure %

  • f visitors from

forms that convert

25% provide

unique starting points

54% provide

process for learning

40% use rich

content such as video

46% have an

investment chart

44% ask for

financials on forms

52% of sites are

mobile friendly

38% had

consistent branded FB pages for local

30% franchise

  • pp on FB profile

25% respond to

negative reviews, Google

24 average

reviews per listing

60% of Google

listings are NOT branded

28% maintain

activity level on LinkedIn

Provide easy access to learning Integrate Social Activities Measurement is critical Optimize for mobile

2015 mystery shopping data of 200 brands, Franchise Update Media

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VOLUNTEER SUMMARY OF FINDINGS

Franchise Development Websites: Mystery Shopping

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Our Volunteers!

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

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Evaluation Criteria

  • The Basics

– Unique URL – Web analytics – Ranking on search – Dedicated entry point for franchise page

  • Basic SEO

– Title Tags – META, Keyword tags – Strategy that drives content

  • Website Usability

– Franchise content accessibility – Process of learning – Effective use of tech – Overall site presence

  • Key Content

– About us/history – Franchise info – Application

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Dedicated Franchise Website (URL)

70%

The very best practices link a franchise website with a candidate portal. “High Tech. High Touch”.

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Search Engine Rank

(Category Search)

*Domains that slip down to page 2

  • nly attract 5% of search traffic!

95%

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Starting Point / Process of Learning 51%

Process

25%

Point of entry

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Title Tags (based on natural language)

31%

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Mobile Optimization critical in 2016

67%

51% of Internet leads now come from mobile devices

Learning Express

Landmark Interactive, Sept. 2015

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Multiple Links to Franchise Info

Home page required structure, keep it simple:

  • Main navigation
  • Content area
  • Footer
  • And/or floating navigation

67%

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Google Algorithms Favor Videos

54%

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About Us / History

93%

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About Us / Core Values

93%

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About Us / Team

50%

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About Us / Benefits of Franchising

90%

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Investment Info

47%

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Broad Requirements

Handyman Connection

57%

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Do you have an FAQ page?

50%

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Testimonials

100%

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Industry Background

(“why should I care?”)

64%

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Franchise Award Process

(Setting Expectations)

54%

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Initial Request Form w/ Financial Info

44%

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Initial Request Form w/ Financial Info

44%

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Summary of Results

Soccer Shots H E W Learning Express One-Hour Heating Your 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
  • r title of page only

yes yes

  • Company name +

"Franchise" and same

  • n all pages or has title
  • f page next to it

Yes Yes Yes

  • A few unique fran or

biz opportunity keywords No No No No

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Soccer Shots H E W Learning Express One-Hour Heating Your Brand Website Usability Franchise Content Accessibility (from homepage)

  • 3 different links to

access fran page or 1 link in main and 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 Technology

  • Video

Yes Yes Yes Yes

  • 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

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Soccer Shots H E W Learning Express One-Hour Heating Your Brand Key Content About Us/History

  • Dedicated Page

Yes No Yes

  • 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 (FAQ)

  • Solid FAQs with good

descriptions and answers No No No No

  • 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 Initial Request Form

  • Short form with contact info
  • nly

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

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BEST PRACTICE TAKEAWAYS & FAQ’S

Franchise Development Websites: Mystery Shopping

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Benchmark Data: 200 Brands

45% measure

conversions to leads

4,320 monthly

average unique visits

139 average # of

monthly leads

37% measure %

  • f visitors from

forms that convert

25% provide

unique starting points

54% provide

process for learning

40% use rich

content such as video

46% have an

investment chart

44% ask for

financials on forms

52% of sites are

mobile friendly

38% had

consistent branded FB pages for local

30% franchise

  • pp on FB profile

25% respond to

negative reviews, Google

24 average

reviews per listing

60% of Google

listings are NOT branded

28% maintain

activity level on LinkedIn

Provide easy access to learning Integrate Social Activities Measurement is critical Optimize for mobile

2015 mystery shopping data of 200 brands, Franchise Update Media

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What Are Typical Conversion Rates?

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Best Source of Leads That Convert?

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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? What are the top 3 goals you expect from this website?

x

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Website Evaluation Strategy Getting started guide, pg 2

C) Define Your Brand.

 Record Answer 

What is your franchise brand’s message/unique value proposition to potential franchisees?

x

Is it (message and/or branding) changing or staying the same? Why?

x

If it is changing, what about it needs to change?

x

D) Define Your Target Prospect.

 Record Answer 

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

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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

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

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Thank You.

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