Thursday 22 October 2026
Signups halved week over week while website traffic held flat. 16 florists signed up this week against 33 the week before. Website visitors stayed at about 280 a week (278 this week, 283 last week), so the visit-to-signup rate fell from 11.7% to 5.8%. Yesterday brought 2 signups, 2 trial conversions and 5 trial expiries.
Seven days at a glance
Yesterday by the hour
Website traffic on Thursday came mostly in the US afternoon and evening (13:00 to 23:00 SAST), unlike Wednesday, which had a burst between 00:00 and 04:00 SAST. App use peaked 16:00 to 21:00 SAST, which is the US working morning.
Signup timeline, Fri 16 to Thu 22 October
| Day | Time (SAST) | Country | City | Device | Arrived via |
|---|---|---|---|---|---|
| Fri 16 Oct | 02:13 | United States | Mendham | Desktop | Website, register page |
| Fri 16 Oct | 12:29 | United States | Lake Worth | Mobile | Website, register page |
| Fri 16 Oct | 16:52 | United States | Fishers | Desktop | Website, register page |
| Sat 17 Oct | 07:17 | Australia | Ilkley | Desktop | Website, register page |
| Sun 18 Oct | 06:01 | United States | McCormick | Mobile | Website, register page |
| Sun 18 Oct | 07:27 | United States | Ponte Vedra Beach | Mobile | Direct to login page |
| Mon 19 Oct | 14:17 | United Kingdom | Ashbourne | Desktop | Website, register page |
| Mon 19 Oct | 21:26 | United States | Red Oak | Desktop | Website, register page |
| Mon 19 Oct | 22:05 | United Kingdom | Derby | Desktop | Website, register page |
| Mon 19 Oct | 22:40 | United States | Overland Park | Desktop | Website, register page |
| Tue 20 Oct | 20:36 | Canada | Dieppe | Desktop | Trial link email (identity marker present) |
| Tue 20 Oct | 20:40 | United States | Star | Desktop | Website, register page |
| Tue 20 Oct | 21:02 | South Africa | Centurion | Desktop | Website, register page |
| Wed 21 Oct | 13:41 | South Africa | Cape Town | Desktop | Website, register page |
| Thu 22 Oct | 00:59 | United States | New York | Desktop | Trial link email (identity marker missing) |
| Thu 22 Oct | 16:26 | United States | Ludlow | Desktop | Website, register page |
16 signups: United States 10, United Kingdom 2, South Africa 2, Australia 1, Canada 1. 13 arrived from the website register page, 2 from the trial link email, 1 went straight to the login page. Desktop 13, mobile 3. None are internal or test accounts (checked against the production users table).
Activation (production)
| Step | Thu 22 | Wed 21 | Week |
|---|---|---|---|
| Signups completed | 2 | 1 | 16 |
| Set-up wizard completed | 2 | 1 | 16 |
| First event created | 1 | 3 | 16 |
| First arrangement added | 0 | 1 | 9 |
| First proposal previewed | 1 | 2 | 13 |
| First proposal sent | 2 | 3 | 12 |
| Checkout started (events) | 5 | 6 | 20 |
| Trial converted | 2 | 1 | 6 |
| Trial expired | 5 | 3 | 9 |
Checkout started counts attempts: 5 attempts by 3 people yesterday, 6 by 2 people on Wednesday. Week totals are Friday 16 to Thursday 22.
Reading the funnel
- Trial conversions are holding up: 6 this week, 2 of them yesterday. That is 6 conversions from 16 signups in the same window, though converters mostly signed up earlier.
- Trial expiries rose to 5 yesterday (3 on Wednesday, 1 on Monday), 9 for the week. They are the tail of the stronger signup weeks of early October.
- First event created tracks signups 1:1 for the week (16 and 16), so the set-up wizard is not losing people. First proposal sent is 12, so 3 in 4 new florists send a proposal.
- Yesterday's 2 signups: the 00:59 signup finished the set-up wizard and opened the finance view. The 16:26 signup created a first event, used the Smart assistant, started a terms import and reached checkout on day one, without converting yet.
Forms and enquiries
| Form | Thu 22 | Wed 21 | Week | Where |
|---|---|---|---|---|
| Website contact form submitted | 0 | 0 | 1 | bloomboard.io/contact |
| Website trial link requested | 1 | 0 | 6 | bloomboard.io home page form |
| Enquiry page opened (clients of florists) | 105 | 99 | 897 | public enquiry pages |
| Enquiry started | 6 | 3 | 47 | public enquiry pages |
| Enquiry submitted | 2 | 2 | 22 | public enquiry pages |
| Brief submitted | 2 | 2 | 9 | brief links |
The website contact form had 1 submission this week (Friday 16). The website trial link form had 6 requests this week; of the 8 requests in the last 8 days only 1 person (Canada, Tue 20) went on to sign up. Enquiry pages are the public forms florists share with their own clients, so their volume reflects florists' marketing, not ours.
Where website visitors came from
Countries (unique visitors)
United States is 74% of yesterday's visitors (32 of 43) and 56% of the week. Australia dropped from 6 to 2. Bars show yesterday.
Referring source (sessions)
Instagram and link-in-bio doubled to 10 sessions, 5 of them through stan.store, which had none on Wednesday and 12 for the week. Google search fell from 15 to 11. Half of sessions have no referrer.
Website pages
| Page | Thu 22 | Wed 21 | Week views | Week people |
|---|---|---|---|---|
| / | 55 | 61 | 443 | 253 |
| /features/proposals | 2 | 12 | 49 | 32 |
| /florist-software | 5 | 5 | 20 | 17 |
| /faq | 1 | 3 | 14 | 10 |
| /features/recipes | 1 | 2 | 13 | 13 |
| /switching | 0 | 5 | 9 | 7 |
| /features/event-week | 1 | 1 | 7 | 7 |
| /contact | 0 | 2 | 5 | 5 |
| /vs/curate | 0 | 1 | 5 | 4 |
| /changelog | 0 | 1 | 4 | 4 |
| /wedding-florist-software | 0 | 2 | 4 | 4 |
The home page took 55 of 65 views yesterday. The proposals feature page fell from 12 views to 2, and the switching page from 5 to 0, which is where Wednesday's extra pageviews came from.
Feature flags and experiments
PostHog holds no feature flags and no experiments for this project, and no flag evaluation events were captured in the last 8 days. Feature gating lives in BloomBoard's own flag table (26 flags, 16 on, 10 off, read from production). The table has no change history, so flag flips during the week are not visible here.
On (16)
Off (10)
Marketing-to-app identity stitch
Of the 16 production signups this week, 13 (81%) are linked to an earlier visit on bloomboard.io as the same person in PostHog. All 16 were identified in the app. Yesterday 1 of 2 was linked.
The 3 unlinked signups:
- Sun 18, 07:27, mobile: went straight to the login page with no referrer, so there was no website visit to link.
- Mon 19: one of the four arrived from bloomboard.io but the website visit sits on a different person. The shared cookie did not carry across, most likely a browser blocking it.
- Thu 22, 00:59: came through the trial link email, and the link had no identity marker. The Tue 20 trial link email did carry it and that signup is linked. So the email link carries the marker only sometimes.
Friction in the app
Yesterday's 100 rage clicks
- 75 of them on the event workspace (/events/:id) by 11 different people, almost all on elements with no text, so a canvas, image or drag target rather than a button.
- 8 in the proposal template studio by 2 people.
- 4 on business categories and markups by 2 people.
- The rest are single clicks on invoices, media library, the events list and a public enquiry page.
Rage clicks came from 16 people in 21 sessions. The event workspace has led this list every day of the week. Triple-clicking to select text also registers as a rage click, so the replays, not the count, say whether this is a defect.
Week over week
| Measure | This week (16 to 22) | Last week (9 to 15) | Change |
|---|---|---|---|
| Website unique visitors | 278 | 283 | down 2% |
| Website pageviews | 584 | 611 | down 4% |
| Production signups | 16 | 33 | down 52% |
| Visit-to-signup rate | 5.8% | 11.7% | halved |
| App people active | 1,380 | 1,400 | down 1% |
| App pageviews | 8,718 | 8,862 | down 2% |
Method and caveats
- Source: PostHog project 77139 (EU), queried with HogQL on 23 October 2026. Days are project-timezone days (Africa/Johannesburg). Signups cross-checked against the production users table, which agrees day by day.
- Filters: the project's test-account filters (localhost hosts and the studio IP) are applied to every count. Production custom events are filtered on app_environment = production; staging is excluded. Internal @bloomboard.io users on the app are anonymous device ids and cannot be removed from app pageview counts.
- "App people active" counts unique persons with a pageview on app.bloomboard.io. It includes clients of florists viewing public proposal and enquiry pages, so it is larger than the number of florists.
- Referrer is the first referring domain of each website session. Instagram, l.instagram.com and stan.store (a link-in-bio page) are grouped as Instagram + link-in-bio.
- Daily unique visitor counts do not add up to the week's unique count, because a person who visits on two days is counted once for the week.
- Last week's signups exclude 2 signups on Mon 13 October that came from the studio IP filter.