Hot Dish Advertising. Jen Campbell President. Natalie Wendel Director of Paid Media

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2 Hot Dish Advertising Jen Campbell President Natalie Wendel Director of Paid Media

3 Franchise Development Website Best Practices

4 Technical Checklist What platform does it run on? Is it out of date or otherwise a problem? Is content easy to edit as needed? Does the website load quickly? Page speed/optimization checking tools gtmetrix, pingdom, Google PageSpeed Load times without Wi-Fi can be slow plan for it

5 Technical Checklist Is the site mobile responsive? Is the URL structure correct? Is it ADA compliant? Are we ranking organically?

6 Optimize to mobile first UX Checklist Over 60% of traffic typically starts as a mobile experience Minimize forms to mandatory information only Reduce barriers to submitting a request for information

7 UX Checklist Make sure your consumer facing site has a clear link to franchise information

8 Content Checklist Educate the prospect to self select in or out Incorporate a clear call to action throughout the site

9 Content Checklist Create a content plan that helps the visitor envision themselves as a franchise owner

10 UX Checklist Continually track activity and test solutions for optimization to improve conversion rates Use heat map technology

11 Metrics/Tracking Checklist Set up Google Analytics to track goal conversions Form fills Brochure or Franchise Kit or Other Content Requests Webinar Benchmark site data Goal should be 3%+ conversion rate

12 Mystery Audit Evaluation Basic site set up Website Usability/UX Content Strategy

13 Mystery Shop Results Pillar to Post Spring Touch

14 Pillar to Post Site Audit

15 Technical Well configured; using WordPress with the Thrive theme/visual editor Site Speed = Good (mobile could use improvements) High volume of redirects from tracking tags, may be unavoidable?

16 Site Speed Optimization Suggestions Eliminate renderblocking JavaScript and CSS in above-the-fold content Leverage browser caching View site analysis (Google)

17 Visual/UI Considerations General

18 Visual/UI Considerations Mobile Mobile responsive site, but there are few areas of concern:

19 Visual/UI Considerations Desktop On desktop, the site is in fairly good shape, but could use a small review and edits: Some visual elements are inconsistent, such as some form fields and spacing The navigation feels a bit cramped The gray text and some text overlaid on images are not quite high contrast enough to be ADA compliant, these should be darkened Links to blog articles are very large

20 Conversion Rate Optimizations Review how prospects are using the navigation to eliminate unnecessary sections and minimize barriers to convert Utilize a scrollmap tool to determine if prospects are losing interest on pages with long content Add in content call-to-actions that matches the surrounding copy

21 Content Strategy Good video content testimonials throughout

22 Spring Touch Site Audit

23 Technical Could use improvement; Using WordPress with what might be premade theme Load Times = Poor

24 Site Speed Optimization Suggestions Enable compression Optimize images Minify JavaScript Eliminate render-blocking JavaScript and CSS in above-the-fold content Reduce server response time Minify CSS Leverage browser caching Prioritize visible content Minify HTML View site analysis (Google)

25 Visual/UI Considerations General

26 Visual/UI Considerations Mobile

27 Visual/UI Considerations Desktop Same concerns as mobile Form on each page makes it easy to inquire

28 Conversion Rate Optimizations Reduce unnecessary form fields (10 currently) Provide a leading sentence that will explain what a prospects will receive when completing the form Add in content call-to-actions that matches the surrounding copy

29 Content Strategy Content on the site shares relevant information about the opportunity Images cannot be crawled by search engines

30 Content Strategy

31 Q&A