They planned to rework the subscription flow. I narrowed down what to investigate.

Mobile conversion looked worse. The proposed work covered the whole flow.

The team was comparing subscription-page views with completed payments. Mobile looked much worse than web, and the company was planning a broad set of changes across the subscription flow.

How did people reach the subscription page?

I investigated the context behind those page views. On mobile, prompts, banners, and other entry points brought users to the page even when they had little intention of buying.

On web, users tended to open the subscription page deliberately. The same page-view metric was mixing different levels of purchase intent.

Opening the page did not mean the same thing on both platforms.

The difference in page-view-to-payment conversion was not enough to conclude that the mobile subscription page needed a redesign. It also reflected who was being sent there and why.

The investigation gave the team a reason to look more closely at the steps taken by users who had started purchasing.

Focus on add to cart → payment.

The findings changed the scope of work. Instead of pursuing a broad set of changes across the whole flow, the team began investigating the purchase steps more deeply.

They shifted their focus from “opened page → paid” to “add to cart → paid.” That put the next investigation closer to the purchasing behavior they needed to understand.