If you don’t have any “analytics” on your Web site, do not read any further. Instead, go directly to your Web company and have them install Google Analytics on your franchise business development Web site right away. It’s free and it can show you quite a bit about creating more leads every month.
There are many franchise business development professionals who clearly state that they have analytics but don’t have a clue on where to start. Believe it or not, you can boost lead counts each month by knowing what the numbers are and how to read them. Here are several solid analytics to follow for your franchise Web site.
Basic Stats to Know Your Visitors
Google Analytics is strongly recommended because it is wonderfully simply software and free. Although it may sound like we need to be “Web heads” to understand the analytics, it just takes a few lessons of “what to look for” and “how to understand it” to get the right numbers to make a better site.
When looking at your Web site statistics, note the visitors who have been to your Web site. In this new age, the “hits” count does not matter anymore. Instead, take a look at how many “unique individuals” (visitors) have visited your site. Divide your total Web site leads; that is, leads that came from your Web site, not total online leads by the unique-visitor count. This will tell you what your site’s total conversion rate is; that is, the percentage of unique visitors that your Web site converts to leads.
For instance, if you had 20 people fill out a form or call you from your Web site and you had 1,000 unique visitors to your site, then your site has a visitor-to-lead conversion rate of 2 percent.
This measurement is your starting point. If you…