Finding an online-education program can feel like shopping at a used-car lot. Students often struggle to get reliable information amid a barrage of in-your-face marketing.

A new Web site that debuts today, featuring 12 colleges that largely offer online education to adults, intends to change that.

It's called College Choices for Adults. The site provides adults with specific information about what students are supposed to learn in the colleges' mostly career-oriented programs and measurements of whether they did.

The site also includes the results of surveys of alumni about how satisfied they were with the education and its relevance to their careers. The goal is to add more features and colleges in the future.

A third-party nonprofit technology cooperative, WCET, built the site and independently reviews whether the data colleges report meet the agreed-upon standards.

But the site is blemished by significant information gaps, a problem that speaks to how complicated it can be for even the dozen colleges piloting this project to agree on what to make public and how.

Looking for data on whether students who sign up for these programs actually complete them? You won't find it here. Neither will you find standardized information about cost.

The years-in-the-works project is one of several openness and accountability efforts that have swept different higher-education sectors. Others Web sites include the College Portrait of Undergraduate Education, which offers information about costs and student characteristics at public institutions, and the University and College Accountability Network, which looks at private ones.

Adults looking for online programs often find themselves on marketing-oriented aggregator Web sites. Those commercial portals try to capture potential students' contact information, which they sell as "leads" to colleges.

"It's often difficult to get good information—and it's particularly difficult to do comparisons," says Holly Zanville, a senior program director at the Lumina Foundation for Education.

Lumina awarded WCET a $629,000 grant to support the online colleges' openness effort. The goal is to get beyond recruitment to other benchmarks like learning results and whether the degrees help graduates get jobs.

"It doesn't really matter where the students are located," says Ms. Zanville. "But it's very important for them to find a program that fits their academic interest, that maybe can assist them with getting credit for prior learning, that is within their cost possibilities."

So far, participating colleges include Capella University, a for-profit mostly focused on graduate-level programs; Rio Salado College, a two-year institution in Arizona's Maricopa County Community College District; and Western Governors University, an online nonprofit that awards degrees based on students' ability to demonstrate competence, rather than seat time in a classroom.

The University of Phoenix is not participating in the Web site, though it does publish an annual academic report of its own.

"Phoenix is big enough that it can do things that the rest of us individually can't," says Michael J. Offerman, vice chairman of Capella. "They're aware of us. Maybe someday, but not today."