MICHENER’S ONLINE PRESENCE REPORT 2022 - 23

WEB ANALYTICS OVERVIEW

• With a 23% increase in 2022, more than 500k unique users visited Michener.ca

23% increase in unique users

• The average duration of each session was two and a half minutes.

584,081

• On an average, each user viewed around 3 pages per session on our website

Total Unique Users

709,219 Total Sessions

1,954,694 Total Pageviews

• Bounce rate reduced from 59% in the previous year to 54%

2:31

• Key metrics such as sessions per user, average session duration, pages per session and bounce rate were above industry benchmarks

Avg. Session Duration

2.76 Pages Viewed Per Session

54% Bounce Rate

5% decrease in bounce rate

COMPARING 2021-22

AUDIENCE DEMOGRAPHICS

Countries

Canada

•The highest number of users are 18-24 years of age and this has changed from the previous years.

•The gender and the age of the users are similar to the demographics of our full-time students

Cities

15% Increase in CE register button clicks

KEY EVENTS

24% Increase in DHDA Apply button clicks

Key Events

23,003

CE

Register

Button

Clicks

924

DHDA Application Button Clicks

12,393 Virtual Tour Clicks

20% Increase in virtual tour clicks

10,752 Video Clicks

9,269

OCAS Link Clicks

86% Increase in OCAS Link Clicks

2,467

CE Application Form

27,600

Searches

Ultrasound

Diabetes

Chiropody

Venipuncture

ACLS

Anesthesia Assistant

Nursing

Job Board

Perfusion

Sonography

Genetics

Imaging

Informatics

Careers

MRI Tuition

Clinical Research

Phlebo

tomy

Radiation Therapy

Respiratory Therapy

Bridging

ECG CPR

Artificial Intelligence

Policies

Cytology

BLS

Critical Care

Med Lab Science

Radiology

Scholarship

Most viewed program page

TOP PAGES VIEWED

Michener.ca Homepage

Admission Requirements

Most viewed page

CE Certificate Programs

Academic Programs

Admissions

MRI

Fees and Financial Aid

Diabetes Educator

Continuing Education

Respiratory Therapy

Chiropody

Ultrasound Program

Anesthesia Assistant

Cardiovascular Perfusion

Med Lab Science

Radiological Technology

Bridging Programs

Clinical Research

DHDA

PAID CAMPAIGNS: FULL-TIME PROGRAMS

• The objective of the Facebook and Instagram ad campaigns was to create awareness about our programs, webinars and the virtual program week

603,465 Impressions

• This year Facebook ads were specifically used to promote our admission events and for our remarketing campaigns

54,977

TotalVideo Plays

183,715 Users Reached

3,907 Thru Plays

• LinkedIn was the most utilized social media platform for paid campaigns because this ad platform provides niche targeting options which helps us target the right audience for our full-time programs

• Highest performing campaign this year was the ad campaigns for high school and college counsellors

• Campaigns resulted in 4,808 link clicks at a click through rate of 4.82%

2738 Link Clicks

99,815 Impressions

• We saw a 70% increase in link clicks from the past year

• Our videos received 22,847 video views at a view rate of 86%

4,808

70% Increase in Link Clicks

4.82% Click Through Rate

Improved by 3%

Link Clicks

22,847 Video Views

Google Search was our most utilized ad platform overall in 2022

• The objective of the google ad campaigns was to bring relevant users to our website who were searching for programs we offer

• Our ads received 19,608 clicks at a 11% click through rate

• Our click through rate improved this year by 5% and the cost per click were reduced by $0.50

• For ourYouTube campaign we created a video which describes the Michener Advantage

• Our videos were highly engaging and received 9,732 views at a rate of 25% with 17,670 engagements

• The average cost per video view was $0.02

68% Increase in Clicks

19,608 Clicks

$0.53 Cost Per Click

4% Conversion rate

11% Avg. Click Through Rate

Improved by 5% Decrease d by $0.50

2.64 Pages Per Session

129 seconds Avg. Session Duration

9,732 Video Views 25% View Rate $0.02 Cost Per View

17,670 Engagements

• The relevancy of the redirected users is tested through the search queries they type on Google before they see and click on our ad.

Here is a list of search queries from our campaigns

Search Queries from users

how to become a cytotechnologist in Canada respiratory therapy programs ontario

mlt course in canada

mlt program

ontario

medical lab technologist program

cytotechnologist programs canada

health data analyst program

respiratory therapist programs ontario

digital health courses in canada

cardiovascular perfusionist programs canada

cardiova scular perfusio nist school

chiropody school ontario

ultrasound technician programs

Data analytics program

Healthcare courses

sonography programs ontario

healthcare diploma courses in ontario

health science diploma courses

podiatrist school

health care college

toronto

college of applied health sciences

ADS: FULL-TIME PROGRAMS

• Ad campaigns for our new program Fundamentals of Health Care were started on January 23rd, 2023.The platforms used for the ad campaigns are Facebook & Instagram, LinkedIn and Google Search.

• From January 23rd, 2023, our campaigns redirected 4,378 users to our website.The click-through rate of our Google Search campaign is 13%. The benchmark for click-through rate in higher education is 4.5%.

164,684 Impressions

88,432 Users Reached

2,098 Website Visits

15,999 Impressions

• Users from our ad campaigns on average spent 3 minutes on our website consuming content and viewed around 4 pages on average in each session.The pages viewed by these users include the admissions page and the admissions requirement page.

• These users also performed some important actions on the website.The Apply on OCAS button on the program page was clicked 462 times and the Admission Requirements button was clicked 528 times.

3.23% ClickThrough Rate

257 Website Visits

2,023 Clicks

1,515 Video Views

5.43% Conversion rate

13% Click Through Rate

3.80 Pages Per Session

184 seconds

Avg. Session Duration

ADS: FUNDAMENTALS OF HEALTHCARE

Google Search Paid Campaigns

Conclusion for 2022

Paid Google search ads helped us bring relevant audience. This audience performed some important actions on our website. Traffic from Google search ads increased by 68%.

Keyword Research

Our Chairs and faculty can help us with:

• Keyword research for our niche programs

• Connecting with regulatory bodies and professional associations

Introduction of webforms on our program pages and the Choose Michener page will help answer the questions and inquiries by the users. This will improve our application conversion/engagement rate.

Increase User Interactions

Thank you