What are the most visited student recruitment sites?

The parameters of recruitment services vary depending on the role they play in the recruitment process and are often difficult to verify independently. Conversion data related to recruiters is not widely available, nor are metrics related to lead generation or conversion tools from technology vendors. However, one key metric is publicly available: website traffic.

This digital footprint quantifies the volume of potential customers visiting a website through organic or paid searches. Much like trade show attendance, it is at the very least a basic measure of brand reach, consumer demand, and competition. The PIE editorial team used similarweb.com’s website analytics tools to look at traffic between December 2021 and February 2022 as part of our International Student Recruitment 4.0 series.

Here are some of the website traffic trends we found.

Comparison 1: Mass Audiences

Visitors (December-February) Visitors (monthly average) Average duration (min) Rebound rate %
leveredu.com 20.76M 6.921M 1:19 76.28
topuniversities.com 17.5M 5.834M 2:14 62.88
idp.com 11M 3.669 1.59 59.38
mastersport.com 10.3M 3.435M 2:48 59.52
timeshighereducation.com 7.159M 2.386M 2:01 56.21

Our research found five websites that were attracting a mass audience of 2-7 million monthly users through their websites. Take advantage of education ranked number 1 in our list as the most visited student recruitment website between December 2021 and February 2022 with over 20.7 million visitors. However, the average time users spent on the website was the lowest of the major audiences at just 1:19 minutes and a bounce rate of 76.28%, meaning three quarters of visitors leave the website. after viewing a single page. A high bounce rate is common with rapid growth in brand reputation and ad spend.

Two World University Ranking Sites – QS World University Rankings 2022 and THE World University Rankings 2022 both were in our Top 5 because they attracted huge organic traffic with students seeking the reputation of global institutions. Organic search accounted for more than 75% of traffic from these platforms. Both sites have recently partnered with a range of commercial university application services (THE with ApplyBoard, AECC Global, Studyportals and SIUK; QS with StudentApply) to funnel this high-quality traffic into an “Apply Now” call to action. ” for converting.

Global agent IDP Education, which owns and operates the IELTS business in India, is on the list, with clear evidence that this huge area of ​​demand is driving traffic. Mastersportal.com, Studyportals’ flagship site, reached 3.4 million monthly users. The main traffic referrals for the site actually come from the wider portfolio of websites operated by Studyportals, including distancelearning.com, bachelorsportal.com, studyportals.com and phdportal.com – which, if taken together, would constitute the source highest unique traffic.

Comparison 2: Digital app marketplaces (including agent aggregation)

Visitors (December-February) Visitors (monthly average) Average duration (min) Rebound rate %
applyboard.com 1.521M 507,003 6:26 40.37
studylink.com 1.109M 369,726 9:05 35.38
edvoy.com 1.04M 346,776 0:38 77
globalstudypartners.com 125,907 41,969 2h30 57.09
adventus.io 96,336 32 122 13:52 30.72

Another area of ​​interest is digital marketplaces that support agent requests. There are many companies in this space, but we’ve selected five of the most well-known brands that are actively promoting this business model. It should be noted that Adventus.io is at a disadvantage in this comparison because its purpose is only to be an agent management tool, while all other websites channel both direct student applications (B2C) and agent-directed applications (B2B).

What is remarkable with this type of digital market is that the average time spent on the website is relatively high and the bounce rate low (website bounce rates between 26% and 40% are considered excellent by all industry standards). This is consistent with the fact that thousands of agents around the world are using or considering using these enforcement tools rather than just browsing information. They are actively engaged business users and the portals have a direct business benefit for them.

Unsurprising edtech unicorn ApplyAdvice ranked number 1 in this list as the most visited recruitment site that agents can use, between December 2021 and February 2022 with over 1.5 million visitors. The second largest in this category is Login to Studylink which functions as an admissions tool for the majority of Australian universities and TAFEs. The platform is also said to be used by 15,000 agents and received 1.1 million visitors during our three-month sampling period.

Edvoy the digital branch of the IEC Abroad agent, which also supports the use of sub-agents as “introducers”, is not far behind with 1 million visitors during the same period, but with higher bounce rates and shorter duration on the site due to its greater focus on B2C. Another important factor during this period is that many of these companies grew rapidly, with frequent advertising, hiring and public relations activities – all of which is evidenced by the fact that The PIE -even emerges as one of the main reference sites for several of these providers during this period. period.

Comparison 3: Spotlight on India – Traditional vs. Digital Agents

Traditional Indian agent Visitors (December-February) Visitors (monthly average) Average duration (min) Rebound rate %
studyin-uk.in 411,200 137,067 1:56 69.64
tcglobal.com 361 202 120,401 1:43 49.79
edwiseinternatonal.com 231,014 77,005 1:08 54.6
studies-overseas.com 148,628 49,543 2:07 70.88

Digital Indian Agent Visitors (December-February) Visitors (monthly average) Average duration (min) Rebound rate %
leveredu.com 20.76M 6.921M 1:19 76.28
yocket.com 2.972M 990 930 3:40 60
strangersadmit.com 778 787 259,596 1:03 45.91

India is by far the largest source of website traffic outside of China for study abroad audiences and features from the top 5 source countries for every website we checked. It seems logical to focus our next comparison specifically on Indian companies rather than global websites. Many traditional agents in India saw their desktop operations disrupted during the pandemic and had to invest quickly in new online content to stay relevant.

Similarly, new online agents who have gained traction with a younger generation during the pandemic have had to invest in physical application centers to meet demand and validate their services with parents and teachers. In many ways, there has been a race to the middle ground of hybrid online/offline operations between the new and the old.

Some of the greatest traditional master agents such as SI-UK, Global TC, Edwise International and KC Abroad all introduced enhanced websites with course matching tools, agent portals and mobile apps to support the customer experience. Their average number of monthly visitors, varying between 50,000 and 140,000, is a very high number and performs better than most SME edtech websites we have analyzed.

However, in comparison, the number of visitors to these traditional agent websites in India is only a fraction of the traffic attracted by some of the biggest digital agencies which have been specially designed for increased SEO, online communities and a capacity for sharing in a digital world. . As we have already noted Take advantage of education has nearly 7 million monthly visitors, followed by Yoket receiving nearly one million monthly visitors and Foreign admissions gaining an average of 260,000 visitors per month, more than Edwise International’s total traffic over the three-month period.

Comparison 4: International School Platforms K-12

Digital Indian Agent Visitors (December-February) Visitors (monthly average) Average duration (min) Rebound rate
unifrog.org 946 311 315 437 5:34 43.06
bridge-u.com 657 777 90,541 3.25 54.86
cialfo.co 385,501 47.401 3.00 47.58

The career and academic guidance platforms used by international schools are actually a relatively narrow competitive field for edtech companies given the size and quality of this global audience. Unifrog is a red herring in this comparison, as it has a huge majority market share in the UK, with only a fraction of its traffic coming from overseas-based schools. BridgeU and cialfo face off as the other two main contenders seeking international school partnerships.

Elements to put in context

December to February is probably the quietest time for international student recruitment requests in the Northern Hemisphere. Registrations for the January session will likely be confirmed, so there are not as many new applications at this time of year. The period also falls in the middle of the academic year and approximately nine to ten months before traditional fall admission. It will be fascinating to repeat this comparison at a peak time of interest for prospective students, as the number of visitors is likely to be much, much higher.

As reported in the January 2022 Digital Student Recruitment Digest, the number of agents and online marketplaces is growing at an exponential rate, often supported by external investment. In some cases, it’s hard to distinguish between a solid corporate website and a true edtech recruiting solution and where to make those comparisons. Brands like Student followed by 315,000 monthly visitors, Keystone Academic with 265,000 monthly visitors and Admission Education with 170,000 monthly visitors, all deserve a mention for traffic volume, but there are simply too many websites to list individually here. As always, we recommend that you use this research as a starting point for your own analysis.

Any requests for further details should be directed to [email protected]

About Stuart M. McFarland

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