No false start due to extensive data study

Martijn Duin
Martijn Duin

The browser history

Exactly one year ago we proudly launched the first real working version of the Rocket Roadmap. The happy first users were our most loyal customers and the goal was to collect as much data as possible. Most fanatical users saw the number of visitors and conversion on their site grow enormously. That was positive, but as befits testing, we saw a lot of points of improvement under the hood.

We had a number of key issues to validate:

  • Are our customers really using the app and would they miss it if it wasn’t there?
  • Does our theory and method work for any market and on a larger scale?
  • What are absolute pain points for users and does this jeopardize the outcome of the Rocket Roadmap?
  • How can we put this into an ultimate and dreamed picture for the rest of the world?

We are convinced that we can sketch a realistic picture for the future and substantiate this with the collected data.

The missing gap

As a developer it is far too easy to be distracted by all the positive feedback from users and future potential users. To be honest, this has also meant that for too long we haven’t focused on really tackling problems within the app. But I think we’ve certainly been tackling this well over the last few months.

One of the biggest pain points was the retention of users within the browser. In other words: how often do users come back. On average, this was once every two weeks. Not bad, but not nearly as we had intended at first. Marketers need to optimize their channels on a daily basis. The current retention was way too far from this. During conversations with users, the use, the time and the hustle and bustle always came up as a critical point of concern. We therefore dug deeper and found out that users who had the idea of using an app on their smartphone were much more active. This turned out to be a springboard for positive results. The more time worked in the ‘mobile’ app, the more visitors were drawn to the site and the more leads were received. This convinced us to take rigorous steps towards the mobile world.

First of all, we strengthened our team with Lars Peeters, an enthusiastic up-and-coming talent who would strengthen the research department and provide us with qualitative data based on conversations with current, but also potential new users. Lars expanded our field of work enormously in the first month.

We also managed to hire Emanuel Tesoriello. Emanuel is perhaps one of the best and most exciting Flutter developers in the world. You read it right, Flutter: Google’s new code language that integrates the world of mobile (Android and iOS) and the web. A new direction is born, more aggressive and daring than before, but with data as fuel.

New team, new rules

The new team is running like clockwork and we expect to be able to release the first versions of the app at the end of May. At the moment the focus for the first version (Houston) is on the following features:

  1. Realistic goal calculation
  2. Useful and understandable statistics
  3. Automatic keyword research
  4. Daily tasks
  5. Lead database
  6. Visitors integration (based on LeadFeeder)

Do you want to use the demo? Then please contact Lars via

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