Website Analytics: Understanding Your Franchise's Online Performance

A great website is essential for attracting potential franchisees. But in order to make it great, you have to understand what is working and what is not. This is where website analytics come in. 

With insights ranging from tracking search engine optimization (SEO) efforts to conversion optimization, franchisors can strategically allocate resources, refine marketing campaigns, and ultimately elevate their digital presence. Here’s what you should know about website analytics. 

Key Analytics Tools to Understand

One of the most common tools for web statistics is Google Analytics. This Google tool provides valuable insights into how users interact with a website, helping businesses make data-driven decisions to improve their online presence and user experience. 

In order to measure a website, a business first has to create a Google Analytics account. They then need to add a small piece of JavaScript measurement code to each page on the site. Now, every time a user visits a web page, the tracking code will collect information about how that user interacted with the page.

For example, Google Analytics can track the number of visitors to a website, along with information about their geographic location, browser and device. It also identifies the sources of website traffic, distinguishing between direct traffic, organic search, paid search, referral traffic and other channels. Franchise owners can set up goals to track specific actions or conversions, such as completing a purchase, filling out a form or spending a certain amount of time on the site.

Additionally, Google Analytics provides real-time data on website activity, allowing users to see immediate changes in traffic and user behavior. It can also be integrated with other Google products, such as Google Ads, to provide a comprehensive view of online marketing efforts.

Google Search Console (GSC), Looker Data Studio and Google Ads are best for web trafficking, according to Bianca Anderson, marketing manager and SEO strategist at customer relationship management platform HubSpot.

“GSC is my go-to for organic performance data, but it does have its limitations when it comes to filtering and analyzing larger sets of URLs,” she noted. “That's when I turn to Looker Data Studio, which seamlessly integrates with GSC and lets me use advanced filtering and analyze larger groups of URLs.” 

And for tracking keywords, Anderson said that she finds it important to use third-party tools such as SEMrush and Ahrefs. However, it's worth noting that these tools also have their limitations. For example, Anderson has noticed that some of them have lagging monthly search volume data, especially in newer and more explosive niches like artificial intelligence. And in those cases, she expands her toolkit to include Google Ads’ Keyword Planner, which tends to have more up-to-date data for these topics. 

“Don't shy away from using different tools and sources to gather and cross-reference data,” said Anderson. “It's often necessary to get a more accurate and comprehensive understanding of your SEO efforts.”

Why Understanding Analytics Is Important

Having an understanding of analytics and what they mean is crucial in running a successful franchise website. Knowing where your website traffic comes from can make all the difference in marketing strategies. Website analytics break down traffic sources, distinguishing between organic search, direct traffic and referrals. Understanding the channels that drive the most visitors empowers franchises to allocate resources efficiently. For instance, if social media is a significant driver of traffic, focusing on targeted social media campaigns can be a wise decision.

“If you've got a marketing team, they need to be Google Analytics certified,” said Linton Dowling, vice president of marketing at franchise sales organization Raintree*. “It is so vitally important to understand where people are converting, where they're bouncing —  things like that.”

The ultimate goal of a franchise website is often to convert visitors into franchisees. Website analytics enable conversion tracking by monitoring actions such as form submissions, purchases or other desired outcomes. By analyzing conversion data, franchises can identify successful marketing campaigns and optimize underperforming ones. This data-driven approach helps in refining strategies to maximize the return on investment.

Dowling also suggested employing features such as a heatmap, A/B testing, session recordings and personalization testing to enhance the effectiveness of digital strategies. 

“This allows me to take a step further and see how visitors interact with a website,” he said. “This tells me whether moving a button, or changing the color of a button, will help. I can also test two different headlines to see which is going to convert better.” 

Website analytics serve as a powerful tool for franchises to gain actionable insights into user behavior, traffic sources, conversions, content effectiveness and responsiveness. By leveraging this data, brands can make informed decisions, refine their online strategies and ultimately enhance the overall digital experience for prospective franchisees.