- Unique visitors and new visits increased from Week 1 to Week 2. Traffic from "Other" sources increased from 12% to 19% while K-12 decreased from 44% to 30% and Higher Ed decreased from 27% to 15%. - Beta requests increased from Week 1 to Week 2 with the largest segment being Higher Ed (49% to 58%). The conversion rate of new accounts to tour page views was similar between weeks (53% to 55%). - The acquisition rate was higher in Week 1 than Week 2 (62% to 51%) while the activation and retention rates were similar between weeks.

1. Week 2 Data

2. Site Traffic
Week 1 Week 2
• 1287 Unique visitors • 1483 Unique visitors
• 76% new visits • 59% new visits

3. Traffic Sources
Week 1 Week 2

4. Week 2 - Key Traffic Sources

5. 25 Reconciled “Unknown” Accounts
20
15
12%
10
19%
5 69%
0
K-12 Higher Ed Other

6. Requests & Accounts
Week 2 Total Week 1 Converts
402
322
241
161
80
0
Beta Requests Accounts Created

7. BETA REQUEST SEGMENTS
K-12 Higher Ed Unknown Other
10% 9%
44% 27%
30% 49%
15% 15%
Week 1 Week 2

8. USER SEGMENTS
405 8%
Requests 24%
338 52%
16%
270
203 K-12 Higher Ed
Unknown Other
135
6%
68 17%
Accounts
58%
0 18%
Total K-12 Higher Ed Other Unknown
Accounts Requests

9. ACCOUNT SEGMENTS
( Estimates By Re-Distributing “Unknown” Accounts)
200
167
133
8%
100 22%
67
70%
33
0
K-12 Higher Ed Other K-12 Higher Ed Other

10. Conversion Rate
(# of new accounts / # of new tour page views)
Week 1 Week 2 Total
55%
52%
48%
45%
WEEK 1: 249 / 466 = 53%
WEEK 2: 152 / 272 = 55%
TOTAL: 401 / 738 = 54%

11. Acquisition Rate By Cohort
( # Accounts created / # Beta requests)
Week 1 Week 2 Total
65%
43%
22%
0%
Week 1: 155 / 249 = 62%
Week 2: 78 / 152 = 51%
Total: 233 / 401 = 58%

12. Acquisition Rate By Segment
( # Accounts created / # Beta requests)
K-12 Higher Ed Unknown
70%
47%
23%
0%

13. Immediate vs. Delayed Beta Invite
Immediate Delayed
70%
53%
35%
18%
0%
Acquisition Rate Activation Rate Retention Rate

14. Activation Rate By Cohort
( # Accounts / # who create at least 1 event)
Week 1 Week 2 Total
70%
47%
23%
0%
Week 1: 114 / 168 = 67%
Week 2 : 41 / 78 = 52%
Total: 155 / 246 = 63%

15. Activation Rate By Segment
( # Accounts / # who create at least 1 event)
K-12 Higher Ed Unknown
70%
47%
23%
0%

16. Retention Rate By Cohort
( # Who create 2 or more events / # Who create at least 1 event)
Week 1 Week 2 Total
25%
17%
8%
0%
Week 1: 23 / 114 = 20%
Week 2: 9 / 41 = 22%
Total: 32 / 155 = 20%

17. Retention Rate By Segment
( # Who create 2 or more events / # Who create at least 1 event)
K-12 Higher Ed Unknown
27%
18%
9%
0%