Mobile UX Overhaul That
Lifted Conversions
How Touchstay transformed a leaky mobile funnel into a high-converting experience, raising mobile trial-to-paid from 8% to 30%.
• Responsive Redesign
• A/B Testing & Analysis
• Cohort Analytics
The Challenge
When Sivan Kadosh 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.
The Core Problem:
Trial-to-paid conversion on mobile was just 8%, compared to a much healthier desktop rate. Nearly six in ten mobile users bounced before finishing sign-up. Mobile page load averaged 4.2 seconds, and form fields required 7 inputs before a user could start a trial.
Touchstay needed a systematic mobile-first overhaul that could close the conversion gap without disrupting the desktop experience that was already working.
My Role
As Fractional CPO at Touchstay, Sivan Kadosh led the mobile conversion initiative end-to-end. Responsibilities included running the mobile-first research sprint using heatmaps and session replays, defining the redesign principles, managing the A/B testing roadmap, and conducting cohort analysis to measure results by segment.
The 6-person product and engineering squad executed the work over four months. Sivan Kadosh reported results and strategic recommendations to the Touchstay executive team at regular intervals throughout the engagement.
The Strategy
The initiative combined research, redesign, and rigorous testing to systematically eliminate mobile friction at every funnel stage.
Mobile-First Research
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.
Streamlined Redesign
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.
Rigorous A/B Testing
Ran controlled experiments over two months to validate every improvement. Each variant was measured against clear success criteria with statistical significance thresholds defined upfront.
Cohort Analysis
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.
The Impact
The redesign delivered both speed and clarity. Within four months, mobile went from the weakest channel to a meaningful revenue driver.
Engagement Details
“The biggest win came from improving how existing features are experienced on mobile. We did not build new functionality — we removed the barriers that hid the value on smaller screens.”
Why It Worked
The initiative succeeded because every change was grounded in observed behavior, validated with data, and measured at the segment level rather than in aggregate.
Heatmaps and session replays identified the exact drop-off points, so the redesign addressed real behavior, not assumptions. Every design decision traced back to observed data.
One action per screen reduced cognitive load at every funnel stage. Mobile users need focus, not features — the simpler each step, the higher the completion rate.
Cutting form fields from 7 to 3 removed the single biggest source of abandonment. Additional profile data was deferred to post-activation, when users already saw value.
Two months of controlled A/B tests meant no change shipped without statistical confidence. This discipline prevented deploying changes that felt right but did not move metrics.
Cohort analysis caught a retention gap in tablet users that an aggregate metric would have hidden. Measuring segments, not averages, protected the overall conversion gains.
Ready to fix your mobile conversion funnel?
A fractional CPO can turn mobile UX into a revenue driver.
Client references are published at /references/, and further references are available on request.