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.
View the complete Google’s Insight on Education presentation