Key Takeaways from 3 Years of Website Benchmarking
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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.
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Key Takeaways from 3 Years of Website Benchmarking
- 1. Lessons from 3 Years of Website Benchmarking
- 2. Today’s agenda • The Website Benchmarking Initiative • Results and observations • University of Richmond
- 3. No lack of marketing metrics Average time on site Pages per visit Unique visitors
- 4. How many visitors do I get each day? Should I be getting more visitors?
- 5. Does my site perform well on search engines? How many visits do I get from search engines?
- 6. How many pages does each visitor view? Do visitors leave too quickly?
- 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
- 8. A few of our participants
- 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
- 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
- 28. Using external benchmarks offers insights on potential anomalies
- 29. Local conditions affect our data’s relationship to national trends
- 30. Benchmarking against our historical performance offers key insights
- 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