Google search drew level with direct traffic as the top source of marketing visitors on Tuesday. 23 unique visitors arrived from Google against 13 on Monday, while Instagram fell from 19 to 12. Google had been third all week.
All three signups came in a 26-minute window between 20:36 and 21:02 SAST (early afternoon in North America). One of them came through the emailed trial link, requested on a phone and opened on a desktop ten minutes later, and the link carried the marketing identity across devices as designed.
One studio converted its trial on Tuesday evening after five checkout attempts spread across the day. The weekly picture is softer than the week before: signups are down 7, first events created are down 8, and trial conversions are down 2, on marketing traffic that is up 9%.
App unique visitors include florists' clients opening public proposal, brief and enquiry pages on app.bloomboard.io, not only signed-in studios.
Marketing unique visitors
App unique visitors
Signups (production)
First event created
First proposal sent
Trial conversions
Weekend dip on Fri 17 and Sat 18 is normal for this site. Each panel has its own scale; the darker bar is yesterday.
Bars: marketing unique visitors per hour. Dots: signups.
| Time (SAST) | Where | Device | Came from | Marketing visit linked |
|---|---|---|---|---|
| 20:36 | Dieppe, Canada | Desktop | Trial link email (requested on a phone at 20:25, link opened on desktop 20:35) | Linked |
| 20:40 | Star, United States | Desktop | bloomboard.io | Linked |
| 21:02 | Centurion, South Africa | Desktop | bloomboard.io | Linked |
No signups between 00:00 and 20:35 SAST. Monday 19 Oct had 4 signups, at 14:17, 21:26, 22:05 and 22:40 SAST.
| Milestone | Tue 20 | Mon 19 | Week 14–20 | Week 7–13 |
|---|---|---|---|---|
| Signup completed | 3 | 4 | 24 | 31 |
| Setup wizard completed | 3 | 4 | 24 | 28 |
| First event created | 2 | 4 | 17 | 25 |
| First arrangement added | 1 | 4 | 12 | 7 |
| First proposal previewed | 3 | 3 | 13 | 13 |
| First proposal sent | 1 | 1 | 7 | 8 |
| People who started checkout | 2 | 2 | 4 | 6 |
| Trial converted | 1 | 2 | 3 | 5 |
| Trial expired | 0 | 1 | 2 | 0 |
| Trial link requested (phone handoff) | 1 | 2 | 9 | 9 |
What happened on Tuesday
Week over week, the top of the funnel (signups, wizard, first event) fell while first arrangements added rose from 7 to 12 and previews and phone handoffs held steady.
| Referrer | Tue 20 | Mon 19 | Tue 14 – Sat 18 |
|---|---|---|---|
Direct / untracked | 23 | 43 | 98 |
Google search | 23 | 13 | 42 |
Instagram | 12 | 19 | 70 |
Link in bio (stan.store) | 3 | 1 | 6 |
Gmail (mail/app) | 2 | 1 | 0 |
Facebook | 1 | 0 | 1 |
Flowering Minds (education) | 1 | 1 | 3 |
Other | 1 | 4 | 15 |
Instagram combines l.instagram.com and instagram.com. Google combines google.com, google.com.au and the Android search box. Direct includes visitors with no referrer, which covers link-in-bio taps from the Instagram app that strip the referrer. All 130 pageviews tagged utm_source=ig this week (79 visitors) came through Instagram links; no other campaign tags were seen apart from one visit each from ChatGPT and Perplexity.
Marketing: top pages (unique visitors)
| Page | Tue 20 | Mon 19 |
|---|---|---|
| / (home) | 61 | 62 |
| /features/proposals | 4 | 7 |
| /features/recipes | 3 | 3 |
| /florist-software | 2 | 2 |
| /faq | 1 | 2 |
| /changelog | 1 | 2 |
| /features/event-week | 1 | 2 |
| /wedding-florist-software | 1 | 0 |
| /vs/curate | 1 | 1 |
| /switching | 1 | 0 |
The home page took 61 of 63 visitors. Feature pages (proposals, recipes, event week) and the comparison pages had single-digit visits both days.
Device split (unique visitors)
| Marketing Tue | Marketing Mon | App Tue | App Mon | |
|---|---|---|---|---|
| Desktop | 34 | 38 | 87 | 81 |
| Mobile | 29 | 39 | 175 | 181 |
| Tablet | 1 | 0 | 1 | 1 |
Mobile marketing visitors fell from 39 to 29 as Instagram traffic eased; desktop held at 34. On the app, two thirds of unique visitors are on phones, which is mostly clients opening proposal and enquiry pages.
Marketing site (bloomboard.io)
| Country | Tue 20 | Mon 19 |
|---|---|---|
United States | 33 | 35 |
Australia | 9 | 4 |
Canada | 7 | 3 |
South Africa | 6 | 10 |
United Kingdom | 3 | 8 |
France | 2 | 0 |
Israel | 1 | 1 |
Germany | 1 | 0 |
Ireland | 1 | 0 |
Monday's 5 visitors each from Singapore and China (one page each) did not return on Tuesday and look like crawler or link-preview traffic that passed the bot filter.
App (app.bloomboard.io)
| Country | Tue 20 | Mon 19 |
|---|---|---|
South Africa | 141 | 155 |
United States | 76 | 67 |
Australia | 17 | 25 |
Canada | 11 | 2 |
United Kingdom | 3 | 6 |
Ireland | 2 | 0 |
Italy | 0 | 2 |
Belgium | 0 | 1 |
Canada rose from 2 to 11 unique visitors on the app: a Canadian studio's clients opening shared pages, plus Tuesday's Dieppe signup.
bloomboard.io contact form
No submissions on Tuesday or Monday. Two this week (Tue 14 from Canada, Thu 16 from the United States), both reaching /contact from within the site. Two the week before (Wed 8, Sat 10). The form runs at about two a week.
Studios' client enquiry forms (product usage)
6 enquiries submitted on Tuesday from 12 started (50%), against 5 from 8 on Monday. 18 this week against 22 last week. These are florists' own customers enquiring through the studio's public enquiry page, so they measure the product in use rather than BloomBoard leads.
None live The PostHog project has no feature flags and no experiments defined (flag and experiment tables are empty), no flag evaluation events were captured on Monday or Tuesday, and no pageview carried an active flag. Nothing is being A/B tested; every visitor sees the same site and app.
The gap this week is two signups:
Method: a signup counts as linked when its PostHog person has at least one pageview on bloomboard.io since 1 August 2026. The trial-link handoff (ph_did on the emailed link) worked for the one signup that used it this week.
| Measure | This week | Week before | Change |
|---|---|---|---|
| Marketing unique visitors | 316 | 289 | +9% |
| Marketing pageviews | 644 | 635 | +1% |
| App unique visitors | 1,469 | 1,426 | +3% |
| App pageviews | 8,842 | 8,388 | +5% |
| Signups (production) | 24 | 31 | -23% |
| Contact forms (bloomboard.io) | 2 | 2 | +0% |
| Client enquiry forms submitted | 18 | 22 | -18% |
| First event created | 17 | 25 | -32% |
| First proposal sent | 7 | 8 | -12% |
| People who started checkout | 4 | 6 | -33% |
| Trial conversions | 3 | 5 | -40% |
Unique visitors are counted once across the whole week, so they are lower than the sum of the daily figures. Traffic grew while signups, first events, checkouts and conversions all fell, which is the thing to watch this week: more visitors, fewer of them starting.