Learn how we turned a franchise website into a lead generation machine.

1. Go Mini's Franchise Website Analysis
Website Analysis
What can be done to increase the
lead flow produced by the
website?
Website Audience
Who is visiting the Go Mini's
franchising website? Is the site
attracting the right people?
Website Performance
Does the website have the right
content and information to keep
visitors on the site and convert
them to leads?

2. Audience
76.2%
23.8%
Returning VisitorNew Visitor
Charlotte, NC (6.16%)
Chapel Hill, NC (1.90%)
Ashburn, VA (2.84%)
New York, NY (4.27%)
Evanston, IL (3.79%)
Dallas, TX (2.37%)
Waco, TX (3.79%)
Los Angeles, CA (1.90%)
Minneapolis, MN (1.43%)
Phoenix, AZ (1.13%)
Jacksonville, FL (0.75%)
Tampa, FL (0.38%)
71.14% 28.86%

3. Performance
3.71 page views/session
(Optimal performance is anything over 2.00.)
2.59 avg. session duration
(Goal for average session duration is >2:00.)
45.14% bounce rate
(Goal for bounce rate is <60%.)
Most visitors come to the website through your
homepage. Some of the most important information
you want to showcase is on your opportunities or
investment pages. This requires the visitor to take an
additional step. When they take that next step, they
register at least two pages viewed during that
session.
Someone spending more than two minutes on your
site is engaged and has found the site's content to be
relevant to their search. The longer a visitor spends in
a session, the more engaged they are as a potential
lead.
Bounce rate is closely related to both pages/session
and average session duration. It is a clear indicator of
how qualified the traffic to your site is. A general rule
is to try to keep bounce rates lower than 60%. A high
bounce rate is a sign that visitors to your site are not
finding what they were looking for. A low bounce rate
indicates visitors are finding your site for the right
reasons.

4. Performance
Conversion Rate
The ultimate indicator of website performance is the conversion rate.
Conversion rate is the proportion of website visitors that convert to leads.
7%
19%
Industry AverageGo Mini’s

5. Analysis
By looking at the analytics, we can determine that the Go Mini's franchising
website is performing at a high level. The statistics demonstrate that the site
is easy to navigate and the content is relevant and engaging to the right
audience.
The website is effectively converting visitors to leads. All that is needed to
increase lead flow is website traffic. There are multiple sources of traffic that
should be considered including franchise portal advertising, AdWords
campaigns and other forms of advertising.

6. Go Mini's Lead Generation Analysis
Next Steps
What is the plan to continue
generating leads for Go Mini’s that
convert into franchise sales?
The Process
What is the strategy for
driving the right traffic to the
go Mini’s website?
Results
Is the lead generation strategy
working? How does the cost per
lead compare to the cost of third
party lead sources?

7. The Process
High Converting Landing Page
A landing page was created for the franchise sales
PPC campaign based on the design and layout of the
high converting Go Mini’s franchising website.
To keep leads focused on the call-to-action, we
stripped the navigation and kept the focus on the
inquiry for and industry report.
Prospects can also request and schedule a call. An
automated email is sent to prospects as a follow up.
http://gominisfranchise.com/investment-opportunity/

8. The Process
PPC
A Google Adwords campaign targeting people
searching for a storage franchise is turned on each
month, delivering relevant traffic to the landing page.
The cost per lead is $34.

9. Results
Lead Generation
With a small monthly budget, 71 leads have
converted on the campaign landing page. Two of the
leads from the ad campaign are qualified and were in
discussions with Go Mini’s. The last round of PPC ads
generated 12 new leads which need to be attended to
by Go Mini’s.
Franchise opportunities.com $70/lead
Franchise Direct $55/lead
Franchise Direct $50/lead
Go Mini’s
$34/lead

10. Next Steps
Drive More Leads
Increase the PPC campaign budget to reach
more prospects. Currently the campaign runs for
10 days a month. Adding budget will drive more
leads to the landing page and into the Go Mini’s
franchising funnel.
Streamline Lead
Management Process
We recommend building out a process for managing
franchise leads. 54 could create an automated
system that aligns with the Go Mini’s franchise sales
process. When should a prospect submit their
financial information? What can be done to help
qualify candidates before they take up the time of the
Go Mini’s team?
Maximize Lead Generation
Many franchise brands make the mistake of purging
leads from their sales process after a short period of
time. This is a waste of time, money and resources.
Buying a franchise is a big decision and the buying
cycle can be lengthy. We recommend developing a
12 month plan to nurture leads. A prospect may be at
the early stages of research when they fill out a lead
form. We want to make sure that when they are ready
to invest, Go Mini’s is there to reengage them.