Today’s Discussion

• Setting the context: Benchmark data

• Summary highlights of 4 brands:

– Any Test Franchising

– Popeye’s Louisiana Kitchen

– Pillar To Post

– We Sell Restaurants

• Website Evaluation, Getting Started Guide

SETTING THE CONTEXT: BENCHMARK DATA

Franchise Development Websites: Mystery Shopping

Smart Phones the Dominant ChannelInquiries via mobile phones has become the dominant channel

66%

12%

Phones 22%

August 2013

32%

8%

Phones 60%

August 2016

Desktop Tablet

Source: Landmark Interactive Franchise Sites -- Franchise.com, FranchiseGator.com, FranchiseOpportunities.com, FranchiseSolutions.com

Benchmark Data: 200 Brands

45% measure

conversions to leads

4,320monthly average

unique visits

139 average #

of monthly leads

37% measure

% of visitors from forms that convert

67% provide

unique starting points

68% provide

process for learning

60% use rich

content such as video

60% have an

investment chart

49% ask for

financials on forms

74% of sites

are mobile friendly

64% had

consistent branded FB pages for local

23% franchise

opp on FB profile

25% respond

to negative reviews, Google

24 average

reviews per listing

60% of Google

listings are NOT branded

20% maintain

activity level on LinkedIn

Provide easy access to learning

Inte

grate Social A

ctivities

Measurement is critical

Op

tim

ize

for

mo

bile

2016 mystery shopping data of 200 brands, Franchise Update Media

VOLUNTEER SUMMARY OF FINDINGS

Franchise Development Websites: Mystery Shopping

Our Volunteers!

www.anylabtestnow.com

http://company.popeyes.com/franchise/

https://www.pillartopostfranchise.com/

http://www.wsrfranchise.com/

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

– Optimized for mobile

• Key Content– About us/history

– Franchise info

– Application

Any Lab Test NowPros:

• Dedicated franchise websitew/ unique URL

• Mobile responsiveness is very good

• Use of CTAs is good w/ aprominent phone number inupper right

• Testimonial inclusion is good

Improvements suggested:

• Dedicated “franchise opportunities” button on main home page

• Improve overall process of learning on franchise site – how it works, what to expect

• Getting Started – recommend adding thorough content on how to get started instead of just a form

• Title Tag – Modify to improve search w/keywords

• Capture additional testimonials

Unique Starting Point for Franchise Opportunities Should be Obvious

• Franchise opportunities should be an obvious selection on main navigation menu

• Recommend having a dedicated“button” for Franchise With Us orFranchise Opportunities

Use of Testimonials

• Testimonial on home page is below the scroll –consider moving above scroll and into hero image

• Dedicated testimonialspage, however, need more than two

• And, consider videotestimonials as Googlealgorithms favor videos that are tagged properly

Getting Started – Set expectations

• Include a process map –how does this work, what should I expect, next steps after submitting form

• Consider addingpersonalization – franchisedevelopment team bios

Review all Title Tags for Optimization

• Title tags impact SEO• Recommend using search terms and

keyword driven titles• Review all meta tags on pages for

alignment with SEO

Pillar To PostPros:

• Franchise opportunity on home page main navigation

• Dedicated franchise website w/unique URL

• Mobile responsiveness is very good

• Comprehensive information, easy to navigate, great content

• Testimonials are excellent

• Bonus! Blog included for education

Improvements suggested:

• Mobile navigation menu should collapse as it takes up the entire mobile screen and makes it difficult for the user to know a new page has loaded

• Page to page navigation loads with aglitch – the website map/index shows inbetween page transitions

Excellent navigation and process for learning

• The navigation is driven through benefit statements• “Low Up Front Investment”• “Industry of Opportunity”• “Proven Marketing Model”• “Full Training & Licensing”• “North America’s #1 Home

Inspection Franchise”

Many Testimonials & Use of Video is Great

• Excellent use of testimonials• Appears on dedicated page and

News section• Inclusion of awards and other

recognition instills confidence forvisitor

Blog Bonus! Great for SEO and Site Stickiness

• The articles are educational and useful to an interested candidate

• Consider adding guestbloggers or franchisee posts

• Consider turning franchiseetestimonials into blogs andlinking to the video as a CTA– will boost SEO and providemultiple areas to promote the franchisee experience

Popeye’s Louisiana KitchenPros:

• Dedicated franchise website w/unique URL

• Franchise opportunity on home page but below the scroll

• Mobile responsiveness is very good

• Comprehensive information

• Use of testimonial quotes is good

Improvements suggested:

• Franchise opportunity from home pageshould be above the scroll and in the main navigation or a dedicated button

• Content for the process – ownership, franchise process – consider content approachability and taking a more education tone

• Request information – consider includingthe process and setting expectations onthis page as well

Franchise Opportunities – Move above the scroll

• Below scroll and in footer –recommend moving to main navigation or creating a dedicatedbutton to the franchise page

Many Testimonials & Use of Video is Great

• Good use of CTA on all pages – see franchise kit on right hand side

• Testimonial quotes appear on all pages – excellent – consider creating more video testimonials

• Main content should be moreexplanatory.

• Describe each stage briefly orprovide a visual workflow or graphic

Blog Bonus! Great for SEO and Site Stickiness

• Request for information form is a great first qualification gate

• Consider adding information aboutwhat will happen next – “you willhear from one of our teammembers by x”

• Consider personalizing the page toinclude a photo of the team that engages with potential candidates

We Sell RestaurantsPros:

• Franchise button (key) on home page – consider color change

• Dedicated franchise website w/unique URL

• Comprehensive information is excellent, builds confidence and great use of educational content about industry

Improvements suggested:

• Delay from page to page navigation is slow

• Home page scroll overs on imagery is not intuitive

• Consider adding testimonials

• Mobile take far too long to load –potentially lose visitors

Simplify Navigation for Franchise Home Page

• There are a lot of choices on home page – the three seen here and all the images below – recommend simplification

• The process of learning should beone of the top three selections andhow to get started

• The information is excellent but the visitor has to work too hard to find it all

Use of CTAs and Request Info on Every Page – Great!

• Good use of CTA on all pages• Request for information on all pages

is a great idea – consider using it formore initial qualification

• Phone number is prominenteverywhere!

Blog Bonus! Great for SEO and Site Stickiness

• Interior pages should include a more comprehensive main navigation menu

• Recommend creating a revisedinformation architecture that guidesthe visitor through a logical processof learning about the franchise

WEBSITE EVALUATION WORKSHEET

Franchise Development Websites: Mystery Shopping

Website Evaluation Strategy Getting started guide

A) Benchmark Your Current Metrics. ê Record Answer êNumber 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). ê Record Answer ê

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. ê Record Answer ê

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. ê Record Answer ê

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 ê Record Answer ê

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

Questions?

Keith Gerson, President & Chief Client AdvocateFranConnectKeith.Gerson@franconnect.com