Get to the Product! Increasing Traffic to Your Degree, Major, and Certificate Pages
Data from Ruffalo Noel Levitz and Eduventures shows us that degree listings and pages representing individual degrees, majors, minors, and certificates are critically important marketing content on college and university websites. But how do you get more people TO these pages? Using different techniques and examples, this webinar will focus on improving traffic to degree pages.
Who Should View:
Marketing and communications professionals who work on college or university websites or have employees who work on websites.
What You Will Learn:
As a result of this webinar, you’ll learn:
• Why degree pages matter to all college and universities.
• Techniques for increasing traffic to degree pages.
• Examples of techniques colleges and universities are using to increase traffic to degree pages.
Source: Ruffalo Noel Levitz Number of respondents = more than 1,000 college-bound seniors
Source: Eduventures Number of respondents = more than 31,000 admitted ﬁrst-year students
• Intercept survey performed on
University of Portsmouth (UK) website
• Number of respondents = 400 visitors
• In the UK “course” means “major”
“What did you come to the website looking for today?”
First, make sure your
individual degree pages
are more than a registrar’s
In this example for the
University of Illinois at
is no marketing content for
a prospective student – so
there is very little point in
driving trafﬁc to the page.
Choose your top 5 most enrolled
degrees as a baseline.
If you want to get to this information quickly, your public U.S. News & World
Report listing usually has your most enrolled programs.
Set up internal vs. external ﬁlters to understand how
much trafﬁc comes to an individual degree page from on-
campus computers vs. prospective students.
Measure page views vs. unique page views as a way of
understanding new vs. returning visitors to individual
Measure bounce rate to help you understand how much
trafﬁc comes to a page intentionally.
Navigation summary shows referring pages and
where they went after a speciﬁc degree page.
In this case, we can see that the degree listing page
is the most common point of entry.
In this case, we can see that degree options and exploring
other degrees are the most common points of exit.
In-page analytics are another way of visualizing where
visitors go after arriving at a speciﬁc degree page.
northpark.edu Up to 70% of students change majors at least once.
within your own site.
Undergraduate degrees = “majors” or “programs”
Undergraduate degrees in Europe = “courses”
Graduate degrees = “degrees” or “programs”
Continuing education = “certiﬁcates” or “non-credit courses”
Make sure your degree pages
are easy to get to from
outside of your site.
Make sure degree pages are buttoned up
SEO inﬂuencers for degree pages:
• well-written copy that is relevant to the degree
• title tag
• meta description
• relevant headlines and subheads (h1, h2, h3)
• alt tags
• links to a page or degree from social media
Use semantic urls to promote individual
degrees– in print, in advertising, and
This is great as a promotion for a degree – URL is too long for drivers.
Semantic URLs can be used to point
•degree listing pages – example: fabercollege.edu/degrees
•undergraduate-only listing pages – example: fabercollege.edu/majors
•individual degrees – example: fabercollege.edu/economics
•custom print or email-speciﬁc URLs – fabercollege.edu/geteducated
Use PPC (pay per click) campaigns to
promote individual degrees.
Getting started with a PPC campaign:
•Use Google AdWords to assess the volume of local / national
searches for speciﬁc degrees.
•Test a degree-based PPC campaign in speciﬁc geographic markets
ﬁrst – keep it affordable vs. buying in every national market.
•Consider PPC campaigns for high-enrollment degrees ﬁrst (academic
programs you have an easier time selling)
•Always run multiple ad variants to see what visitors respond to.
•Test a couple of broad terms (such as “MBA”) vs. more speciﬁc terms
“part-time MBA” or “executive MBA in Seattle”
•Because PPC ads resemble Google returns, it’s good to focus on