One in four education researchers never look to sources outside the web. Yet 80% of all education search queries end without conversion. To help avoid such missed opportunities, this study maps out the journeys people take from their initial search stage to conversion and presents five key actions marketers can take improve their search strategies.
In a fast-changing world, education is still in high demand online. Google looked at internal search query data, Compete clickstream data and commissioned a brand perceptions study with Ipsos OTX to understand the 2012 landscape and found:
- 80% of education search query paths end without a conversion.
- 1 in 4 education researchers 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 out of every 3 researchers who use video do so to understand specific features of a school.