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Mystery Shopping – What’s in Your Franchise Development Website and Is It Working for You? Keith Gerson, CFE
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
SETTING THE CONTEXT: BENCHMARK DATA
Franchise Development Websites: Mystery Shopping
Benchmark Data: 200 Brands
45% measure conversions to leads
4,320 monthly average unique
visits
139 average # of monthly leads
37% measure % of 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 opp on FB profile
25% respond to negative reviews,
24 average reviews per listing
60% of Google listings are NOT
branded
28% maintain activity level on
Provide easy access to learning
Integrate Social Activities Measurement is critical
Opt
imize
for m
obile
2015 mystery shopping data of 200 brands, Franchise Update Media
VOLUNTEER SUMMARY OF FINDINGS
Franchise Development Websites: Mystery Shopping
Our Volunteers!
www.hardexerciseworks.com/Own-a-Hew/
www.soccershotsfranchising.com
www.clockworkfranchise.com/one-hour/
www.learningexpress.com/franchise
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
Dedicated Franchise Website (URL)
70%
The very best practices link a franchise website with a candidate portal. “High Tech. High Touch”.
Search Engine Rank (Category Search)
*Domains that slip down to page 2 only attract 5% of search traffic!
95%
Starting Point / Process of Learning
51% Process
25% Point of entry
Title Tags (based on natural language)
31%
Mobile Optimization critical in 2016
67% 51% of Internet leads now come from mobile devices
Learning Express Landmark Interactive, Sept. 2015
Multiple Links to Franchise Info
Home page required structure, keep it simple: • Main navigation • Content area • Footer • And/or floating navigation
67%
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
Handyman Connection
57%
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 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 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 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
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
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
BEST PRACTICE TAKEAWAYS & FAQ’S
Franchise Development Websites: Mystery Shopping
Benchmark Data: 200 Brands
45% measure conversions to leads
4,320 monthly average unique
visits
139 average # of monthly leads
37% measure % of 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 opp on FB profile
25% respond to negative reviews,
24 average reviews per listing
60% of Google listings are NOT
branded
28% maintain activity level on
Provide easy access to learning
Integrate Social Activities Measurement is critical
Opt
imize
for m
obile
2015 mystery shopping data of 200 brands, 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? What are the top 3 goals you expect from this website?
x
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
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
Thank You.
Keith Gerson, CFE President & Chief Client Officer FranConnect [email protected] 703-570-8503
