In 2011, JMH kicked off an intiative to explore adult education websites that serve non-traditional students. Now, four years later, JMH is ready to share our key takeaways and trends that we’ve seen from the millions of website visits tracked in this initiative. This session will explore: Trends in mobile device usage and other interesting metrics Shifts in how visitors find our sites and how they behave once there How higher education administrators can better manage the visitor experience online Learn how seasonal variations in website traffic can predict enrollment patterns With more than two dozen participating institutions from across the US and Canada, this data set offers an unrivaled glimpse into the behavior of visitors to adult education websites. Don’t miss this chance to learn how those behaviors have changed and how you can offer a more effective online experience. During the session, we’ll share the research results, interpret them, and then discuss how your department can apply these results to improve its operation using examples from participating sites. These trends can impact how we manage and market programs.

2. • Higher Education Consultants
• Partner to launch non-credit certificates
• Marketing and Recruitment partner

3. Today’s agenda
• The Website Benchmarking Initiative
• Results and observations
• Next Steps

4. No lack of marketing metrics
Average time on site
Pages per visit
Unique visitors

5. How many visitors
do I get each day?
Should I be
getting more
visitors?

6. Should I be
getting more
traffic from
search engines?
How many visits do
I get from search
engines?

7. How many pages
does each visitor
view?
Do visitors leave
too quickly?

8. Race toward Results

9. Research scope
3 years
21universities
34.5 million visits

10. Two areas of research
• Quarterly State of the Industry Trending Reports
• Visits, Visitors, Pageviews, Bounce rates, Traffic sources
• One-time Insights Reports
• Operating systems and browsers
• Mobile device traffic
• Search engine traffic
• Social media traffic
• Conversion rates

11. 0K
15K
30K
45K
60K
Visits
2013
2012
2011
Visits increased each year

12. 3.00
4.00
5.00
6.00
Pages per Visit
2013
2012
2011
Pages per visit decreased each year

13. 50% OF VISITS RESULT IN A BOUNCE
Your Website

14. 20.0%
30.0%
40.0%
50.0%
60.0%
Bounce Rate
2013
2012
2011
Pages per visit decreased each year

15. 2010 2011 2012 2013
2014
(projected)
Desktop 98% 95% 89% 82% 75%
Mobile 2% 5% 8% 12% 16%
Tablet 0% 0% 4% 6% 9%
Tablet
Mobile
Desktop
0%
20%
40%
60%
80%
100%
Mobile Device Usage

16. Sun Mon Tue Wed Thu Fri Sat
Visits by Day of Week

17. Sun Mon Tue Wed Thu Fri Sat
39%
40%
41%
42%
43%
44%
45%
46%
47%
Bounce Rate by Day of Week

18. 12AM 2AM 4AM 6AM 8AM 10AM 12PM 2PM 4PM 6PM 8PM 10PM
Visits by Hour of the Day

19. Google
90%
Bing
5%
Yahoo
5%
Actual Visits to CE sites
Google
67%
Bing
18%
Yahoo
11%
Ask
3%
AOL
1%
Market Share
Source: Oct 2013 comScore data

20. Organic Search visitors bounce less than average
Paid Search Visitors bounce more than average
Industry
Average
0%
25%
50%
75%
100%
Organic Search Paid Search
Search engine bounce rates

21. 91% OF SOCIAL MEDIA
VISITS TO CE WEBSITES
COME FROM FACEBOOK
X

22. Our paid advertising sample
Combined data from 8 clients with a total
spend of $430,000 generating 384 million
impressions and 220,000 clicks

23. Inquiries
Conversion
Rate
Cost per
Inquiry
Bing Paid Search 706 4.7% $57.80
Facebook 676 1.1% $107.47
Google Display 1094 1.4% $76.46
Google Paid Search 3291 6.5% $61.07
LinkedIn 744 6.0% $44.63
Total 6511 3.0% $66.24

24. • Questions
Questions??

25. Chart Your Own Success!
• Create your own
benchmark
• Year over year data
• Differentiate “type of
data”

26. Making the Comparison
• Examine trends
• Examine
percentages
• Identify anomalies

27. “The price of light is less
than the cost of darkness”
- Arthur Nielsen

28. Join the Initiative!

29. • Questions
Questions??