Rocket Software, Inc. entered a crowded SaaS market with a powerful subscriber-acquisition tool but faced onboarding failures and low activation rates. Redefine Web solved this through optimized user flows, strategic pre-launch hype, multi-channel campaigns, and automation—growing activation by 300% and daily subscribers to over 400.
Rocket Software, Inc. is a SaaS company that provides a subscription-focused tool to help website owners quickly and effectively grow their subscriber base. While the product idea itself was not entirely new, Rocket Software’s innovative approach, user-centric features, and forward-thinking development positioned them to carve out a sizable share in a highly competitive industry. However, they faced a critical challenge: they were still in the product build phase when approaching Redefine Web, struggling with onboarding inefficiencies and poor user activation after initial signups. To ensure a successful launch, we worked closely with Rocket Software’s founders to strategize the pre-launch buildup, execute a comprehensive go-to-market campaign, and design a post-launch funnel strategy that not only acquired users but also retained and converted them into long-term customers. The result was sustainable product-market traction and an optimized journey from signup through revenue growth.
Rocket Software approached Redefine Web while still developing their SaaS product, struggling with major hurdles that threatened adoption and market entry. In the crowded SaaS space, success requires not only delivering results but also ensuring a seamless user experience from the outset.
A key issue was onboarding. While signups were coming in, only 7% of users installed the product within 30 minutes of registering. Most never reached the cruci”l “”OW” moment where ttool ’sl’s real value became clear, leading to early churn.
Beyond onboarding, the challenge lay in differentiation. Rocket Software needed strong positioning, a seamless customer journey, and user nurturing post-signup. Compounding the issue was a short runway, with weak drip campaigns, funnel gaps, and unoptimized pricing models that threatened to undermine traction.
Without fixing onboarding leaks, boosting retention, and aligning acquisition strategies, the company risked being another SaaS startup that quickly disappeared.
Redefine Web focused on rebuilding and optimizing Rocket Software’s funnel for activation and long-term growth. By rethinking the onboarding experience, simplifying installation steps, and introducing tutorial guides and video walkthroughs, we made it easier for users to implement the product within minutes. Complementary to this, we strategized a pre-launch awareness campaign, paired with acquisition-focused launch marketing leveraging email lists, social visibility, paid ads, and influencer marketing. At the backend, automated drip campaigns ensured continued engagement and nurtured retention, while we advised on monetization models to support revenue growth following the launch.
Key steps included:
Redefine Web helped Rocket Software move from struggling onboarding performance to a scalable SaaS growth model. By fixing activation leaks, building funnel automations, and implementing a structured launch, the company acquired thousands of users, achieved a 300% activation rate, and gained over 400 new subscribers every day — transforming them into a competitive SaaS player within weeks.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
