Google analytics of a pilot study to characterize the visitor website statistics and implicate for enrollment strategies in Medical University

Abstract

Background: Due to decreasing fertility rates in Taiwan, colleges and universities face significant difficulties in maintaining student attendance. This study aims to investigate students in the higher education market and explore their online behavior patterns in relation to university departmental websites to provide response strategies with the aim of potentially increasing enrollment.Methods: We used Google Analytics (GA) tools to analyze two departmental websites from a medical university between February 1 and July 30, 2018. We also observed website patterns during relevant periods for three college admission routes (Stars Program, Personal Application, and Admission by Examination and Placement).Results: Visitors were mostly between 18 and 24 years of age during the three visiting date ranges for the two departments analyzed. The visitor groups were mainly freshmen at the university, and secondarily their parents. The majority of visitors visited “Homepage,” “Subject Credits,” “Course Planning,” “Teacher Lineup,” and “Certificate of Subjects.” The overall timing of daily page views varied depending on academic events.Conclusions: Results suggest that the department should consider enhancing the presentation of its featured courses on the web page or distinguish their course characteristics from those of competing departments in the curriculum to ensure clear market segmentation. It is recommended that each department consider the obtainable data online and identify suitable high schools to visit to attract potential students and improve student willingness to choose this university.