Tracing Prospective College Students’ Digital Journeys
Recently we came across an interesting presentation confirming the importance of higher ed websites to prospective college students. Google looked at search engine and click data, and commissioned a brand perceptions study that found:
80% of higher education search query paths end without a conversion.
1 in 4 of those researching colleges never even look outside the web.
9 in 10 don’t know which school they want to attend at the onset of the journey.
2 in 3 of those who use videos in researching colleges do so to understand speciﬁc features of a school.