Analysis of Foreign Versions of the Websites of Russian Higher Educational Institutions as a Tool of Applicants Attraction

Abstract

Today all higher educational institutions use Internet marketing technologies to attract applicants. Websites serve as a starting point of this work. They become particularly topical in the context of the «Export of education» project aimed at the attraction of foreign applicants to national higher educational institutions. The study analyzes foreign versions of the websites of Russian higher educational institutions by several parameters: technical parameters, content structure, user friendliness and user behavior on the website. 34 websites formed the sample. The analysis of user behavior at the website made it possible to estimate its efficiency. Following the results of the study it was found that foreign versions of the websites of Russian higher educational institutions need to be optimized with respect to several indicators. Recommendations were given to improve the websites regarding each parameter.