In 2011, JMH launched the first ever website benchmarking initiative for departments serving non-traditional students in higher education. Now, three years later, we’re ready to share our key takeaways and trends that we’ve seen from the millions of website visits tracked in this initiative. 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.
7. • We wanted benchmarks to gauge our work
• Found nothing specific to our industry
• Had access to a few Google Analytics accounts
• Thought it could scale with low cost and low risk
• 12 schools participated originally
• Over 20 schools participating now
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
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
31. “The price of light is less
than the cost of darkness”
- Arthur Nielsen
32. Two things you can do
1. Join the JMH Website Benchmarking
Initiative and help create benchmarks!
2. Learn your own site’s benchmarks and
compare them to the industry