Australian universities are competing in an increasingly digital - first environment. For prospective domestic students - whether school leavers, postgraduates, or HDR candidates - the university website is now the most critical tool for decision - making.
Global Reviews’ recent Domestic Convert study reveals what matters most to these students, the frustrations they encounter, and how institutions can better meet their needs.
Reputation and cost dominate early decisions
Across all cohorts, reputation remains the number one driver of university choice. Students use rankings, graduate outcomes, and peer testimonials as key credibility markers. But cost is equally significant - it is consistently ranked the #1 barrier to study and the #1 detail students want to see in course overviews.
Domestic students don’t just want to know what a course costs; they want a complete picture of affordability, including fees, living costs, scholarships, and work - while - studying options. Universities that clearly and transparently present this information build confidence early and stand out from competitors.
Undergraduates: fast decision - makers who want clarity
Undergraduates are decisive - most make their university choice within one month. Their research is heavily Google - driven (97% use it) and overwhelmingly desktop - based (89%).
They value:
- Easy - to - compare course information.
- Clear explanations of online and hybrid study options.
- Transparent costs and entry requirements.
Their biggest frustration? Not being able to see clear differences between universities. Many abandon sites where courses look too similar, fees are buried, or navigation feels clunky. Universities that provide comparison tools - allowing students to evaluate courses side by side on costs, career outcomes, and flexibility - cater directly to these expectations.
Postgraduates: evidence of quality is key
Postgraduates take more time (up to six months) and are motivated by career progression and subject mastery.
They want reassurance of quality through:
- Testimonials from graduates.
- Industry endorsements and employer links.
- Detailed course structures, formatted consistently across programs.
Their frustration lies in not finding examples of quality. Too often, course pages omit proof of outcomes, industry relevance, or tutor credentials. Postgraduates expect more than just a course outline - they want to know that their time and investment will lead to recognised expertise and career benefits.
HDR students: depth, support, and wellbeing matter
Higher Degree by Research (HDR) candidates are the most thorough in their research, often taking six months or more. They value supervisor fit, funding, and the institution’s research reputation. But equally, they are concerned about their wellbeing.
HDR candidates actively look for:
- Scholarship and supervision details.
- Evidence of mental health and wellbeing support.
- Clear explanations of research quality and outcomes.
Their frustration? A lack of transparency about support services. Few universities provide enough upfront information on how they help HDR students balance academic intensity with wellbeing. Those that do create reassurance that they care about the whole student, not just the research output.
Digital ease is now an expectation
Students across all cohorts expect websites to be intuitive and helpful. Unfortunately, site search is a consistent weakness - particularly on mobile. Many students reported irrelevant results, unclear filters, or difficulty narrowing down to the right course or unit.
By contrast, universities like Victoria University and Griffith set the benchmark with smart autocomplete, course/unit previews, and real - time keyword highlighting. Features like these don’t just improve usability; they reduce abandonment rates and increase conversion by helping students find answers quickly.
Domestic students are also among the fastest adopters of AI search. Many now turn to ChatGPT or Gemini rather than Google as their first step. Universities must prepare for this by optimising content for AI crawlers through structured llms.txt files and clearly signposted course information.
Flexible study options are critical
Flexibility is one of the most cited factors for domestic students, regardless of level. Undergraduates want hybrid delivery, postgraduates look for part - time options, and HDR students increasingly expect remote - only pathways.
Domestic students want universities to:
- Show clearly which courses can be studied online or part - time.
- Provide search filters that allow sorting by delivery mode.
- Highlight alternative pathways (e.g., diplomas, credit for prior learning).
Flexible options signal inclusivity and help students balance study with work, family, and lifestyle.
How universities can respond
From our research, five clear actions stand out for universities aiming to better appeal to domestic students:
- Be transparent on cost - present fees, living expenses, scholarships, and work - study options upfront.
- Enable easy comparison - let students compare courses by cost, flexibility, and outcomes side by side.
- Prove quality - include testimonials, industry endorsements, tutor profiles, and graduate success stories.
- Fix site search and UX - invest in best - practice search, filters, and navigation, especially on mobile.
- Highlight flexibility - make delivery modes and study pathways visible and easy to filter.
The bottom line
Domestic students are pragmatic, digitally savvy, and motivated by value. They expect universities to meet them with transparency on costs, clarity on course options, and reassurance of quality.
Those institutions that can combine strong reputation signals with digital ease and proof of value will win trust and preference. Those that don’t risk being overlooked - often within the first few clicks.
