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