Case Study · 2022–2023

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Host Onboarding Overhaul

Rebuilding the host sign-up experience from landing page to first published listing. Reducing friction at every step and establishing the onboarding framework still in use today.

+27% activation $ 3.4M annual GMV uplift 10-month initiative
Onboarding flow overview
The Problem

The funnel was leaking at every step

Host acquisition was expensive. Paid campaigns drove traffic to a host landing page, but conversion from visitor to published listing was dismal. Funnel analysis revealed the bleed:

100%

Landing page

34%

Started sign-up

18%

Reached listing

9%

Published listing

91% of people who landed on the host page never published a listing. The biggest drops happened at the initial value proposition and the listing creation form — too many required fields, confusing photo requirements, unclear pricing guidance.

What I Shipped
Redesigned landing page

Step 1

Reframe the landing page

Replaced the generic "List your RV" page with a calculator-led experience. Visitors enter their RV type and location to see projected earnings before creating an account. This shifted the framing from "do work" to "see what you could earn." Landing page to sign-up conversion jumped from 34% to 52%.

Step 2

Progressive listing creation

The old form asked for everything at once: 28 fields on one page. I redesigned it as a guided, step-by-step flow. Each screen asks for one category of information, with smart defaults and inline help. Required fields dropped from 28 to 12 for the minimum viable listing.

Step-by-step listing flow

Results

After the redesign.

+27%

Increase in visitor-to-published-listing activation rate

$ 3.4M

Annualized GMV from incremental new host listings

2.3×

First-month booking rate for hosts who used smart pricing