Franchise Update Magazine Issue IV, 2015 | Page 36

2016 AFDR
NEW WEBSITE APPROACH PAYS OFF

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ne number that’s extremely important to Josh Wall at
Christian Brothers Automotive is unique website visitors
to lead conversion. “I watch that one like a hawk. We
spend a large portion of our budget on our website,” he says.
This wasn’t always the case. Two years ago the company
launched a new recruitment website—and unique visitor traffic
rose 394 percent year-over-year, he says. “Spending a little bit
of money on SEO had a tremendous impact on leads,” he says.
His first goal was to drive up the number of people coming
to the recruitment website. “If I get enough people in front of
that site, and if it’s sticky and interesting enough, it will convert
a reasonably high number of those unique visitors,” he says.
The next goal was finding a way to make visitors stick
around. Having learned about the relationship between the
amount of time visitors spent on a website and further activity,
especially conversion, he began working to boost the amount
of information available online.
“I realized we didn’t have enough content, so we beefed
it up, including video,” he says. Visitors were spending very
little time on the company’s website. “Our average time was
less than a minute. That’s when we decided to throw more
out there. We needed more content to interest the right
people,” he says.
Before the change, he says, “Our website had very little

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he 2016 Annual Franchise Development Report (AFDR) delivers
data collected from 134 franchisors
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ideal tool for studying their development
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• What conversion rates should you expect from your
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• Is your