Find out how your franchise can start leverage conversion rate optimization to start turning visitors into leads without more traffic. In this presentation, you’re going to be learning all about: - What conversion rate optimization is - Why conversions rate optimization is important for you as a franchisor - How to start the research process for developing a roadmap - The iterative build, measure, learn process This webinar is ideal for franchise team members that are: - Franchise founders - CMOs of franchises looking to grow - New marketing team members that are looking to learn Meet Your Presenter Managing Partner at Kogneta, Jordan has worked with and helped numerous franchises grow by triple digits using profitable and predictable digital marketing strategies that actually work.

1. Understanding
CRO For Franchises
Presented by:

2. 1. Been involved in digital marketing
for the last 15 years
1. Worked with big brands including
Dairy Queen, Tim Hortons and
Volkswagen
1. Now — exclusively working with
franchises and have helped them
grow by triple digits
Who the heck is
Jordan & Kogneta..?

3. What is CRO?

4. Conversion rate optimization (CRO) is the iterative process of
scientifically improving the conversion rate of your website. By
designing and modifying certain elements of a webpage, a franchise can
increase the chances that site visitors will "convert" into a lead or
customer before they leave.

5. Why is CRO Important?

6. Improved customer
insights
Conversion rate optimization can help you
better understand your key audience and
find what language or messaging best
speaks to their needs. Conversion rate
optimization looks at finding the right
customers for your business. Acquiring more
people doesn't do your business any good if
they're not the right kind of people!

7. Better ROI
Higher conversion rate means driving more
leads without additional traffic. By studying
how to get the most out of your marketing
efforts, you'll get more conversions without
having to bring in more traffic to your site..

8. Better user
experience
When users feel smart and sophisticated on
your website, they tend to stick around. CRO
studies what works on your site. By taking
what works and expanding on it, you'll make
visitors stick around longer and convert.
Users who feel empowered by your site will
engage with it more — and some may even
become evangelists for your brand.

9. Enhanced trust
In order for a user to share their credit card,
email, or any sort of personal information,
they have to genuinely trust the site. Your
website is your number-one salesperson.
Just like an internal sales team, your site
needs to be professional, courteous, and
ready to answer all of your customers'
questions which is exactly what CRO does.

10. How does CRO work?

11. How does CRO work?
Comprehensive
Research & Roadmap

12. How does CRO work?
Build
Comprehensive
Research & Roadmap

13. How does CRO work?
Measure
Build
Comprehensive
Research & Roadmap

14. How does CRO work?
Learn
Measure
Build
Comprehensive
Research & Roadmap

15. How does CRO work?
Learn
Measure
Build
Comprehensive
Research & Roadmap

16. 1. Comprehensive Research &
Roadmap

17. Data Analysis
Comprehensive Research & Roadmap
Data Analysis
Comprehensive
Research & Roadmap

18. Data
Analysis

19. Competitive Insights
Comprehensive Research & Roadmap
Competitive Insights
Data Analysis
Comprehensive
Research & Roadmap

20. Competitive
Insights

21. Conversion Heuristic Analysis
Comprehensive Research & Roadmap
Competitive Insights
Data Analysis
Conversion Heuristic
Analysis
Comprehensive
Research & Roadmap

22. C = 4m + 3v + 2(i – f) – 2a ©
Where:
C = probably of conversion m = motivation of prospect (+) v = clarity of value
proposition (+)
i = incentive (+) f = friction (-) a = anxiety (-)
Conversion Index Heuristic by MECLABS

23. Comprehensive Research & Roadmap
Competitive Insights
Data Analysis
Conversion Heuristic
Analysis
Comprehensive
Research & Roadmap

24. CRO
Roadmap

25. 2. Build, Measure, Learn
Iterations

26. Build Phase
2. Build, Measure, Learn Iterations
Build
Comprehensive
Research & Roadmap

27. Measure Phase
2. Build, Measure, Learn Iterations
Measure
Build
Comprehensive
Research & Roadmap

28. Learn
2. Build, Measure, Learn Iterations
Learn
Measure
Build
Comprehensive
Research & Roadmap

29. Summary

30. The CRO Process
Learn
Measure
Build
Comprehensive
Research & Roadmap

31. Want to get started
with CRO?
email jordan.choo@kogneta.com
and use the subject line “Understanding CRO”