In an age where everyone is online, a school website is no longer optional. Where they would normally visit school grounds in the past, potential students and their guardians will more readily visit a school website for information today. Research shows that school websites now serve multiple roles aside from marketing, including supporting administrative operations and becoming learning and resource portals for teachers, parents, and students.

Website visitor behavior could reveal valuable information your school could use to improve its processes and offerings. This post looks into the key website analytics you can track from user activity on a school website and how you can use the information to improve the overall user experience and school operations.

1. School Website Traffic Sources

School website traffic is often the most significant indicator of reach, and naturally, more traffic means more people can find your school online. Aside from the amount of traffic, however, where the traffic comes from could provide valuable insight into your school’s most effective marketing strategy. The website visits could come from organic internet searches, direct visits, referrals, social media, or email campaigns you might be conducting. Knowing where the most traffic comes from shows which of your marketing strategies are most effective, which you could then spend more of your resources on improving.

2. The Most Visited Pages on Your School Website

The pages on your school website that get the most visits indicate the information most visitors seek. You can then take the time to enhance these pages, making the information even more accessible and updating it often. If more visits are noted on your “Admissions” page, consider reworking the content to include more relevant information and actionable steps for possibly interested applicant families. If your “Academics” page draws more attention, include more information on your curriculum, detailing how the coursework benefits students depending on age groups, and the extracurricular activities they could participate in.

Google Analytics data from over 100 K-12 school websites showed that one of the most visited pages on a school website by both prospective and current families was the faculty and staff directory page, because they wanted to learn more about who would be teaching their children prior to sending them to school. Part of their first impression was formed by the way in which the staff of the school was presented, which is a perfect example of using analytics to find trends that could be affecting your enrollment.

3. The Devices Most School Website Visits Come From

The reason you should track this metric is so that you can optimize your school website design for the comfort of your most common visitor.

For instance, if most of your site visits come from mobile devices, consider updating the design so visitors enjoy a mobile-friendly experience with easy navigation and faster response times.

A better user experience leads to return visits, which could mean more interest in your school, which can convert into inquiries and possible future students enrolling.

4. The School Website Conversion Rate

A conversion rate refers to the number of visitors who complete a specific action on the school website every week, month, or quarter. A conversion could come from

The number of people who fill out the inquiry form

The number of people who schedule a tour

The number of people who submit applications

You get to decide which conversion rate is the most important as a school. Conversion rates point to the effectiveness of the school website in supporting engagement with elements like enrollment, and low rates could indicate that marketing strategies need to change or the website needs an update.

How to Track Metrics on Your School Website

If you haven’t been tracking these metrics from your school website before but would like to, the good news is that it’s easy to start. Google Analytics 4 is perhaps the most common tool you could use to start monitoring any metrics on your site. It is free, with a paid option for larger organizations with more advanced needs. It offers tracking options for all the metrics we’ve discussed in the post today. You could add form integrations to your school website backend to help track these same metrics, such as Google Forms, HubSpot, Jotform, or SchoolMint, which make it easier to monitor conversion rates. If yours is a Gradelink Website, we can also set you up with integrations to monitor these metrics more closely.

Conclusion

Tracking website analytics is essential for schools aiming to improve communication, increase engagement, and support enrollment goals. By monitoring these key metrics, you can gain valuable insights into how your school website is used and how it can be optimized. School leaders and communicators can then ensure the school website is informative and a strategic asset that drives meaningful connections with students, parents, and the wider community. Are you looking to optimize your website so analytics are easier to track? Gradelink is here to help! Contact us here to get you started on improving your school website today.