Case study · TravelTech SaaS
"TouchStay" is a TravelTech SaaS whose mobile funnel converted at a fraction of its desktop rate. I led the mobile conversion initiative end to end, from research sprint to controlled testing. Over four months mobile trial to paid moved from 8% to 30% and bounce fell from 58% to 22%. The method transfers to any product with a mobile gap.
30 minutes. No pitch, no deck.
Three numbers moved, all of them tracked by "TouchStay" before I arrived. Each tile states the metric, the reading before and after, and what was being measured over which period.
Mobile trial to paid
8% to 30%
+22 points +22 pts
"TouchStay", TravelTech SaaS. Trial users on mobile converting to a paid plan, measured over a four-month engagement.
Sign-up completion time
3:45m to 1:10m
68% faster 68% faster
Time taken to complete mobile sign-up. Form fields were reduced from 7 to 3 during the same period.
Mobile bounce rate
58% to 22%
-36 points -36 pts
Mobile users leaving before finishing sign-up, same four-month window.
Figures from the client's own analytics. Before readings are the trailing period prior to the engagement. Nothing is modeled, estimated or rounded.
Three facts, so you can decide in five seconds whether this is your company.
Product
A TravelTech SaaS platform where hosts frequently manage their digital guidebooks on the go.
Team
The 6-person product and engineering squad executed the work over four months.
The bottleneck
Trial users who discovered the product on mobile struggled to complete onboarding or convert to paid plans.
01
Trial to paid conversion on mobile was just 8%, compared to a much healthier desktop rate. 58% of mobile users bounced before completing sign-up. Mobile page load averaged 4.2 seconds, and form fields required 7 inputs before a user could start a trial.
When I joined "TouchStay" as Fractional CPO, the mobile funnel was significantly underperforming despite strong desktop metrics. Trial users who discovered the product on mobile struggled to complete onboarding or convert to paid plans.
A quick audit revealed the friction points: small tap targets, long forms without autofill, layout inconsistencies, and slow page loads. For a TravelTech SaaS platform where hosts frequently manage their digital guidebooks on the go, this mobile gap represented a significant revenue leak.
"TouchStay" needed a systematic mobile-first overhaul that could close the conversion gap without disrupting the desktop experience that was already working.
02
As Fractional CPO at "TouchStay", I led the mobile conversion initiative end to end. The 6-person product and engineering squad executed the work over four months.
Decisions I owned
I reported results and strategic recommendations to the "TouchStay" executive team at regular intervals throughout the engagement.
03
The initiative combined research, redesign, and rigorous testing to systematically eliminate mobile friction at every funnel stage.
Move one
Ran a focused research sprint using heatmaps and session replays to pinpoint exactly where mobile users dropped off. The data revealed small tap targets, missing autofill, and layout shifts as the primary friction sources.
Move two
Redesigned flows for mobile behavior: one clear action per screen, form fields reduced from 7 to 3, and skeleton screens to mask load times. The result felt native, not like a shrunken desktop page.
Move three
Ran controlled experiments over two months to validate every improvement. Each variant was measured against clear success criteria with statistical significance thresholds defined upfront.
Move four
Used cohort analysis to measure how different user segments reacted and to identify sustained behavior change. This caught a retention gap in tablet users that an aggregate metric would have hidden.
04
Mobile trial to paid moved from 8% to 30% over a four-month engagement. Sign-up completion time fell 68% and mobile bounce dropped from 58% to 22%.
The redesign delivered both speed and clarity. Within four months, mobile went from the weakest channel to a meaningful revenue driver. Form completion rate rose from 41% to 78%.
Mobile page load fell from 4.2 seconds to 1.8 seconds, and mobile revenue share grew from 15% to 35% of total revenue.
The full figures are in the results card above and come from TouchStay's own analytics.
Three principles from this engagement that hold outside TravelTech software. They are the part worth stealing whether or not your product looks anything like "TouchStay". The same funnel read answers two questions I get often: why churn rises while you keep shipping, and how customer-led growth actually runs.
01
Heatmaps and session replays identify the exact drop-off points, so a mobile redesign addresses real behavior rather than assumptions.
02
One action per screen reduces cognitive load at every funnel stage, and the simpler each step is, the higher the completion rate.
03
Cutting form fields from 7 to 3 removes the single biggest source of abandonment, because additional profile data can be deferred to post-activation, when users already see value.
A fractional CPO can turn mobile UX into a revenue driver.
30 minutes. No pitch, no deck.
Thirty minutes with Sivan Kadosh. Bring the number that is not moving and I will tell you what I would do about it, whether or not you hire me.
Book a Product Strategy SessionClient references are published at /references/, and further references are available on request.
