1. Sitecues Metrics David Young dyoung@aisquared.com (617) 461-37429 www.sitecues.com Discussion Document

2. Sitecues metrics aim to support accessibility and accommodation Market Realities  The web presents challenges for many, yet few are aware  Traditional AT provides limited feedback & metrics  The impact of accessibility investment is difficult to measure  Without a clear ROI, compliance remains the main organizational motivator for investment in accessibility Sitecues Objectives  Raise public awareness of website usability challenges & solutions  Improve our product design (discovery, usability, usefulness)  Improve our customers’ website experience for people with diverse needs  Support customers in determining ROI  Help PWDs by supplying data to answer these questions: ̶What are the most common website usability challenges? ̶What types of users face challenges, and in what situations? ̶How many could benefit from freely available and highly functional AT? ̶How can WCAG compliant websites be improved?

3. What we track General Website Sitecues Discovery Sitecues Usage Sitecues Impact For Enterprise Accounts Page-specific metrics Detail on specific use of functions (e.g., languages used, zoom level) A/B testing Customer-defined metrics and reporting Correlations Heat maps Data feeds via API Uniques Sessions Page views Session length Pages served Badge activations (hovers) Uniques Zoom events Speech evebts Lens events Key commands User feedback (ratings and comments) Sessions Page views Session length Account-level data Monthly reporting Continuous data collection Reports accessible via customer portal and csv file download Custom Metrics Standard Metrics

4. Data Privacy  No personally identifiable information is logged – only the user IP address  All logged end user data relates to usage of Sitecues and the browser ̶A full list of the usage data we collect is available upon request  Sitecues can be implemented with metrics turned off (at customer request)  For product development and marketing, Sitecues analyzes only aggregated end user data  Customers data reports are based on aggregated end user data, with the exception of user- provided feedback  We do not share or disclose customer-specific data without express consent  There are no potentially sensitive network calls unless browser TTS is unavailable. In that case, network TTS is used  With network TTS only: ̶All data transmissions use HTTPS ̶All processing is in-memory – no disc storage  All of our systems maintain 9 basic security controls. Detail on security measures is available under NDA  Our infrastructure is managed by Amazon and run on EC2, a worldwide hosting solution that maintains ISM, ASD, ISO 27001, ISO 9001, Multi-Tier Cloud Security Standard Level 3 (CSP), and SOC 3 certifications  From internal audits for PCI, FERPA, and HIPA, no compliance issues were identified End User Data Customer Data Security

5. High usage across varied website types Observations  Sitecues supports a significant share of page views across all types of websites  Even websites that are already WCAG compliant benefit from Sitecues  Organizations in the “Others” category include government, libraries, and education Sitecues Usage – Page Views (% of page views) Based on Sitecues customer metrics as of February 2016 Applies to sessions using a desktop browser

6. Sitecues users represent a significant share of site visitors, and a high level of engagement Observations  Sitecues users demonstrate high levels of website use: ̶+138% sessions per user ̶+38% page views per session  This trend holds true across a wide variety of websites ̶On average, 2.7% of uniques use Sitecues  There is significant variability across websites due to differences in audience, design, and function  We do not know how much is incremental due to the presence of our tool Sitecues Usage (% of website totals) Based on Sitecues customer metrics as of February 2016 Averages are from top 30 customer websites Applies to sessions using a desktop browser

7. Usage varies significantly by site type Observations Sitecues Usage -- Uniques (% of website totals)  Differences by site type speak to differences in audience  Within a site type category, factors such as site design have material impact (i.e., a well- designed site will benefit less from zoom)  These data indicate population segments with high need for web accessibility and AT Based on Sitecues customer metrics as of February 2016 Applies to sessions using a desktop browser

8. Sitecues metrics Observations  High levels of discovery and use  Significant engagement among those who use Sitecues  Significant variation across websites due to differences in: badge placement, website audience, website design, website function, and promotion to visitors  Site owners can impact usage levels  Usage rates increase over time as visitors gain awareness Based on Sitecues customer metrics as of February 2016 Averages are from top 30 customer websites Applies to sessions using a desktop browser 10.0% 2.7% 4.4 6.7 5.1 1.0% 21.4% 1.0% 6.3% 2.68.4 1.9 19.7 1.023.9 MinMax Average

9. Learnings from Sitecues metrics Badge prominence As expected, the visual prominence of the Sitecues badge impacts usage. Prominence is related to size, location, and proximity to other elements on the website Importance of website design The design and usability of a website appears to impact usage, as sites with similar audiences, functions, and badge placement can vary significantly in usage levels Lens Though lens usage is low, this feature appears to be sticky, with many uses per session Trending Once Sitecues is deployed on a website, usage on that website increases over time. We attribute this to increased audience familiarity Audience impact Websites that serve “mainstream” audiences generally have low usage than websites with a disability focus Keyboard users We see significant use of Sitecues keyboard commands, particularly on websites serving low vision and blind audiences Feedback Rates of customer feedback are low, but the limited feedback we have received is overwhelmingly positive (4.5 start rating)