BloomBoard Daily Insights

Thursday 9 October 2026, 08:00 SAST run. Yesterday is Wednesday 8 October 2026 (00:00 to 23:59 SAST), compared with Tuesday 7 October. The 7-day window is Thursday 2 October to Wednesday 8 October. Source: PostHog project BloomBoard, plus the production users table for the signup cross-check.

Key finding: Yesterday was the busiest marketing day of the week (80 unique visitors, up 51% on Tuesday), but only one new studio signed up, against eight on Tuesday. Eight sessions reached the register page and seven of them left after a single pageview with no clicks. There is no error on the register page in Sentry, so this reads as a one-day behavioural dip rather than a breakage, but it is the thing to watch today.

Yesterday at a glance

Marketing unique visitors (bloomboard.io)

Tue 53 +51% · 7-day 294

Marketing pageviews

152

Tue 100 +52% · 7-day 696

Signups completed (production)

Tue 8 −7 · 7-day 33

Tue 17 · 7 of 8 bounced (13% completed)

Trial links requested (marketing form)

Tue 1 +1 · 7-day 8

Contact form submitted (bloomboard.io/contact)

Tue 0 · 7-day 2

Client enquiries submitted (florists’ public forms)

Tue 6 −4 · 7-day 14

First proposals sent

Tue 1 +2 · 7-day 9

Trial conversions (paid)

Tue 3 −3 · 7-day 6

App unique visitors (app.bloomboard.io)

270

Tue 240 +13% · 183 of them on public enquiry pages

Seven-day trend

Marketing unique visitors per day

Signups completed per day

App unique visitors per day

App visitors include clients opening public enquiry forms and proposals, so the app line follows florists’ client activity more than florist logins. Sunday 4 October had no signups and the lowest marketing traffic of the week.

Signup timeline (SAST)

Signup completedSignup that later paid (trial converted)

Thirty-three signups in PostHog over seven days; the production users table shows 34 new accounts in the same window. The extra one was created on Thursday 2 October at 02:28 SAST and has no signup event in PostHog. None of the 34 use a BloomBoard, test or example address, so no internal accounts needed removing.

Register page, day by day

Day (SAST)	Register sessions	Bounced (≤2 events)	Completed signup	Completion
Thu 2 Oct	7	4	3	43%
Fri 3 Oct	10	5	5	50%
Sat 4 Oct	2	2	0	0%
Sun 5 Oct	21	8	10	48%
Mon 6 Oct	9	4	4	44%
Tue 7 Oct	17	8	8	47%
Wed 8 Oct	8	7	1	13%

The eight register sessions yesterday

Time (SAST)	Country	Came from	Device	Events	Clicks	Outcome
03:41	Canada	bloomboard.io	Mobile	2	0	Left
04:19	United States	bloomboard.io	Desktop	95	71	Signed up, created first event
04:20	United States	Google	Desktop	1	0	Left
07:43	Singapore	bloomboard.io	Desktop	1	0	Left
14:12	Indonesia	bloomboard.io	Mobile	2	0	Left
16:26	United States	bloomboard.io	Desktop	2	1	Left
18:04	South Africa	bloomboard.io	Mobile	2	0	Left
18:24	United States	bloomboard.io	Mobile	2	0	Left

A ninth visitor to the register page was an existing South African studio moving around the app. Sentry shows no unresolved production error on the register page or the register API in the last 36 hours; the only live dashboard issue is an Android WebView message error on the public enquiry page, which does not touch signup.

Activation

What this week’s 33 signups have reached so far

Signed up

33 · 100%

Finished the setup wizard

31 · 94%

Created a first event

20 · 61%

Previewed a first proposal

12 · 36%

Added a first arrangement

10 · 30%

Sent a first proposal

5 · 15%

Started checkout

5 · 15%

Converted trial to paid

4 · 12%

Cohort is everyone who signed up 2 to 8 October, counted on any day up to 8 October. The two other paid conversions this week (Tuesday, one in South Africa and one in the United States) were studios that signed up before 2 October.

Activation events by day

Event	Wed 8	Tue 7	7-day	Prior 7-day
Signup completed	1	8	33	22
First event created	1	7	24	11
First proposal sent	3	1	9	1
Checkout started (people)	0	3	7	5
Trial converted	0	3	6	3
Concierge started	1	7	23	—
Trial link requested	2	1	8	11
Trial email link clicked	0	0	5	—

Week on week, signups are up 50%, first events more than doubled, and first proposals sent went from 1 to 9. Yesterday’s three first proposals came from studios that signed up on 3 and 7 October.

Forms and enquiries

Marketing site

Contact form: 1 submission yesterday at 15:57 SAST from the United States. 0 on Tuesday. 2 in the 7-day window and 2 in the prior week.
Trial link form: 2 requests yesterday (both United States; one arrived from Stan Store, one from Instagram). 1 on Tuesday. 8 this week against 11 the prior week. No trial email link was clicked yesterday.
Contact page visits: 1 unique visitor yesterday, 2 on Tuesday.

Florists’ client enquiry forms (hosted in the app)

Step	Wed 8	Tue 7	7-day
Enquiry form opened (people)	154	139	855 events
Enquiry started	6	7	28
Enquiry submitted	2	6	14 (12 people)

Yesterday’s two submissions came through Australian and United States studios’ own websites. Submissions this week doubled the prior week’s 7.

Where marketing visitors came from

Referring source, unique visitors

Wed 8 OctTue 7 Oct

Source	Wed 8	Tue 7	7-day
Google (search)	31	16	106
Direct / unknown	23	20	102
Instagram (profile link and link-in-bio)	23	12	79
Internal (bloomboard.io to bloomboard.io)	10	6	42
Stan Store	4	7	14
Luma	0	1	10

Google and Instagram both roughly doubled yesterday. Instagram brought 23 visitors but no signups; its one signup this week was on Tuesday afternoon via the link-in-bio straight to the register page. No campaign tags were set on any marketing pageview this week other than the Instagram link-in-bio tag.

Country, unique marketing visitors

Wed 8 OctTue 7 Oct

Country	Wed 8	Tue 7	7-day	Signups 7-day
United States	50	26	160	19
South Africa	10	7	29	2
Australia	7	6	27	4
United Kingdom	4	6	40	5
Canada	2	0	13	2
Singapore	2	0	2	0
Other (Germany, India, Ireland, Indonesia, Hong Kong)	5	8	23	1

The United States drove the whole increase (50 visitors, up from 26) and the marketing peak was 16:00 to 18:00 SAST, which is the US morning. The one 7-day signup outside the five core countries was from New Zealand.

Top marketing pages yesterday

Page	Unique visitors Wed 8	Tue 7
Home	74	50
Features: proposals	12	5
Florist software	7	3
FAQ	7	2
Switching	4	3
Compare: Details Flowers	3	0
Features: recipes	3	1

Six visitors clicked a trial or get-started call to action on the marketing site yesterday, against 13 on Tuesday and 15 on Sunday, even though the home page had 48% more visitors. Fewer people clicked through, and most who reached the register page did not start the form.

Marketing-to-app identity stitch

Of the 33 signups this week, 27 (82%) carry their marketing-site history on the same person in PostHog. 6 (18%) have no marketing pageview at all.

3 expected gaps: one joined by invitation, one came from Instagram straight to the register page, one arrived direct with no referrer.
3 likely stitch failures (9%): two arrived on the register page with bloomboard.io as the referrer but have no marketing pageview (Tuesday 02:26 Australia; yesterday’s only signup, 04:20 United States), and one signed up through the trial-link email on Thursday 2 October without the marketing identity carried across.

The register page recorded a Google referrer for a separate one-event visit at 04:20 yesterday, one second after that signup’s session started, so this looks like a second tab or a cookie split rather than a true Google arrival.

Feature flags and experiments

No feature flags exist in the PostHog project, no experiments are defined, and no flag evaluation events were captured in the last 8 days. There is nothing to report here until a flag or experiment is created.

Week over week

Measure	2 to 8 Oct	25 Sep to 1 Oct	Change
Marketing unique visitors	294	288	+2%
Marketing pageviews	696	669	+4%
App unique visitors	1,186	1,209	−2%
App pageviews	6,217	4,729	+31%
Signups completed	33	22	+50%
First event created	24	11	+118%
First proposal sent	9	1	+8
Trial converted	6	3	+3
Client enquiries submitted	14	7	+7
Trial links requested	8	11	−3
Contact form submitted	2	2	0

Watch list for today

Register page bounce. Seven of eight register arrivals left without a click. The prior six days averaged 47% bounce and 45% completion. If Thursday repeats this, check the register page on mobile Safari and Chrome by hand; nothing in Sentry explains it.
Instagram traffic is not converting. 79 visitors this week, 1 signup. Google brought 106 visitors and most of the week’s signups.
Identity stitch. Two of this week’s bloomboard.io-referred signups and one trial-email signup lost their marketing history. Their acquisition source is unknown in PostHog.
App friction. 79 rage clicks in the app yesterday (88 on Tuesday) across the week’s 47 affected people; no change in level.

How the numbers were made

Days are SAST (Africa/Johannesburg), which is also the PostHog project timezone. Pageviews filtered to host bloomboard.io (marketing) and app.bloomboard.io (app); staging, previews and localhost are excluded. Custom events filtered to the production environment tag.
Unique visitors are distinct PostHog persons. Internal BloomBoard staff browse anonymously and cannot be removed from pageview counts; they are not identified, so they never appear in signup or activation events.
PostHog flagged zero bot pageviews on either host this week. Headless browsers are dropped before ingestion.
Signups cross-checked against the production users table: 34 accounts created versus 33 signup events (one 2 October account has no event). No account uses a bloomboard, test or example address.
Referrer groups: Instagram = l.instagram.com, instagram.com, and the link-in-bio tag; Google = google search domains and the Android search app; Stan Store = stan.store and v2.stan.store.