yy — inact nalysis Objectives ¢ To analyze the Content consumed by a user on Vidyakul platform before subscription. ¢ To suggest the ideal consumption for new users which could help indentifying the NSM. Method used ¢ The user behavior of 100 subscribed users has been analyzed for 7 days prior to subscription. ¢ The analysis involved the data of average ive video, Recorded video, Pdf downloaded and Test attempted by each user during the 7 days window. ¢ The average consumption is assumed as the ideal consumption for new users. Subscription Data Analysis Total vs organic vs sales subscriptions Total vs organic vs sales subscriptions Tota, ast 30 days Event Value Adal stscrte!-.. my 1: C.SUESCREED VA. IN 25. B.SUGSCRIBED Tot) NNN) 1:3 rent Value wht, IT a : BUBSCREED Tots i For 30 Days For 7 Days ¢ The contribution of subscriptions via sales is 60% in both 7 daysand 30 days window. ¢ Hence it can assumed that the analysis and outcomes will be identical for both organic and sales conversions. Conversion funnel Analysis (User Login To subscription ) Subscription after n-days of log in less than a minute ago 900 2-step Time to Convert Funnel - last 30 days © Overall Overall 1.57% of conversions between 25% 10 - 12 days 3 conversions 0% e Oseconds days. 8 days 12 days Wdays ——-20days_ 2A days 28 days ¢ The maximum conversion is within 4 days of creating the account. ¢ The conversion is reducing to 0 after 7 - 8 days, hence the conversion probability is available till 7 days after log in . ¢ The conversion flows and campaigns should target the activities of new users for the 7 days after log in Content Consumption Analysis | hl | 1 USER_LOGIN 2 2hor 28 oF 26 oF 10 5 Total subscribedyy selects ttt cegmente 1 USER_LOGIN Step2compakon » Total Cane # a 28-UWes POF_DOWNLOA @ 20- Test svaurteD 2 2hor Bor 2Cor 2D 5 Total subscribed & bf # * The content consumption % is highest for recorded videos i.e. 35.35% but conversion from recorded video to subscription is minor. ¢ Although the content consumption for live videos is small but the subscription conversion% is equal to recorded videos. ¢ The placement of recorded video content should be dynamic. The efficacy of the content should be validated time to time. * New users need to be provided with more free live classes and potential recorded classes. Bret» ne v Sa COLON. TY 2 8 0 fet» Vie » ED + 2 + _ 5 TS + STSOaTD-A. * Subscribed on 22nd Oct * — Subscribed on 21st Oct * — Subscribed on 20th Oct e — Subscribed on 19th Oct Subscribed on 18th Oct¢ — Subscribed on 17th Oct * — Subscribed on 16th Oct User Behavior Analysis 22 Oct 6 2 21 Oct 9 6 20 Oct 6 3 19 Oct 4 3 18 Oct 6 1 17 Oct 24 1 16 Oct 18 24 ¢ Behavior of subscribed user between 22nd oct to 16th oct has been observed ¢ Key products gathering user interest are Recorded and Live classes ¢ The events count could be furthure analyzed for median count * The median for Recorded video = 6 * The median for Live video = 3 Conclusion As per the current subscription trend, a new user should be nudge to watch atleast 3 free live videos and 6 recorded videos per week for improved conversions.ay Suggestions The marketing campaigns should be designed around the nature and accessibility of content User flows within the app should be optimized such that new users can easily access free content Tutorials should be given to users for accessing free content Potential videos should appear on top to generate strong impression on new users Users should receive Suggestions within the app and via notifications to consume the content designed for them Mixpanel Report Links Subscription data analysis - https://mixpanel.com/s/4wx07N Conversion funnel analysis - https://mixpanel.com/s/2CUGhF Content consumption analysis - https://mixpanel.com/s/nhv1S Content consumed by users - https://mixpanel.com/s/3DLgb4 - https://mixpanel.com/s/wrjy6 - https://mixpanel.com/s/184DmA, - https://mixpanel.com/s/ZDDIL - https://mixpanel.com/s/1A3hnm - https://mixpanel.com/s/dAk85,