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We crunched the Google Analytics data of 35 Adult Learning and Vocational institutions and found some stunning results.
It’s probable that at some point in your life you’ve woken up from the night before regretting over-indulgence in a cheap red wine. It’s a lesson most learn quickly in life to focus on quality rather than quantity.
Similarly, most marketers realise early on in their careers that focussing on volume without quality won’t bring the right results.
But when it comes to education marketing, how do you define quality? And how do you work with partners who can provide it?
Quality traffic will convert. If you’ve set up goals or are tracking conversion via your website, that’s the best way to recognise good quality referrals.
*If you would like help setting up goals, or would like to receive Analytics training, then we offer consultancy and training for all our clients. Please contact us on email@example.com for more information.
At Hotcourses we believe in measuring and proving (or disproving!) assumptions. We knew that our sites pre-qualified learners and that they were engaged in their researching, but how could we prove that we send clients new, engaged prospective students every day?
So we set ourselves the challenge of proving our traffic was quality.
But how could we begin? A lot of providers didn’t have goals set up to track conversion (more to come on this soon) so we decided to look at site engagement across a huge number of clients. If we could see patterns of engaged traffic, then we should be able to demonstrate engaged prospective students.
In all we crunched data from over 50,000 unique users and 35 different clients to build the following picture…
The bounce rate in Google Analytics shows if the user left your site after viewing only one page. The lower the bounce rate the better.
On average, Hotcourses’ traffic stays on your site 15% more than the rest of your traffic.
The amount of pages that users view on your site show how serious they are about your institution. We looked at the pages per visit stat across our 35 client reports.
Hotcourses traffic views 4.1 pages per visit, compared to 3.5 pages on average. Prospective learners will already have researched your institution and courses on our sites – combining both reveals a serious level of serious research!
Having more of something you already have really isn’t that useful. Likewise, spending money on bringing the same users to your site again and again might not always be the best use of your money.
Hotcourses spend their time introducing you to new learners. People who are engaging with your brand for the first time, giving you new opportunities to convert.
On average, 73% of the prospective traffic Hotcourses sends to clients is new to our clients. This is compared to other sources of traffic at only 67% on average. That’s 6% more new introductions than your other marketing.
Hotcourses websites are not just referral sites, we spend a lot of time on our user experience, making sure our learners have searched for your courses and researched your organisation before sending them to your website.
With the ability to filter, shortlist and compare, Hotcourses’ prospective learners are already informed and converted before they reach you.
We’re going to keep crunching reports to make sure we keep sending the right traffic your way. Look out for upcoming case studies with clients on how well our traffic converts.