Mystery Shopping – What’s in Your Franchise Development … › sites › default › files ›...
Transcript of Mystery Shopping – What’s in Your Franchise Development … › sites › default › files ›...
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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 % 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
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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 only 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 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
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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
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
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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 % 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
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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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Thank You.
Keith Gerson, CFE President & Chief Client Officer FranConnect [email protected] 703-570-8503