2015 Analytics Benchmarks for College, University, and Higher Education Websites

January 27, 2015

With the launch of each new higher education website, our client asks: What’s a good benchmark? How are we doing compared to other peer schools? Are we doing better than the old site?

We believe typical measures – sessions, page views, time on site and bounce rate – are good starting points for analytics. These show the overall health of your website, but in order to tie success to business goals, you’ll need to dig into conversion goals.

Average Benchmarks from Google Analytics for College and University Websites

But first, here were the average benchmarks we saw across college and university websites in 2014:

  • Average Pageviews: 3.17 pages
  • Average Session Duration: 3:05 minutes
  • Average Bounce Rate: 47%
  • Average number of New Visitors: 40%

Before and After Challenges with Benchmarking Websites with Google Analytics

Some clients like to compare their sites before and after a launch to show success. However, we have seen analytics in a negative direction after launch. This drop occurs when the previous site was riddled with significant usability issues.

If a site was poorly organized, we see the number of pageviews and site duration decrease after a redesign. In this case, a decrease is a positive result because we’ve made it easier to get to the information.

For a site with significant issues, a redesign usually means a decrease in the bounce rate. This decrease means that the site is performing better; it is more engaging and more useful.

For more on analytics, check out:

Related Reading

various charts and graphs
2019 Google Analytics Benchmarks for Higher Education Websites

At the start of each year, we review website analytics data from a variety of colleges and universities to paint a broad picture of higher education website traffic trends.

ui photo
Webinar: Make Your Data Work for You

As the marketing technology stack evolves, we have access to more data than ever, and thus more insight into our audiences and their behavior. You have the keys to unlock the future of data fl

graph image
2018 Google Analytics Benchmarks for Higher Education, College, and University Websites

As we head into 2018, it’s time for our fourth annual report on Google Analytics benchmarks for college and university websites.