How 58.com’s “转铺VIP” Design Revamp Tripled Conversions and Boosted Sales

Background

Last year a service‑design article analyzed how 58.com’s commercial‑real‑estate “转铺VIP” project used design to empower business, addressing shop‑rental and business‑transfer categories. Since its 2021 launch, the product has matured, covering both tenant‑side and landlord‑side scenarios, undergoing two major redesigns and expanding to more cities.

Design Goal

The aim was to enhance pre‑sale, in‑sale, and post‑sale stages, broaden reach, increase user motivation before purchase, and improve satisfaction for landlords needing to transfer stores. A key issue was the lack of brand packaging on the C‑side, with no differentiation on listing or detail pages, prompting a brand‑upgrade for the consumer side.

Design Thinking

The product, named “金铺” (Golden Shop), targets male shop owners around 40 years old who desire thriving businesses, reliable information, and rapid lease transfers. Color was identified as a critical factor; the original “旺铺红” was adjusted to a palette of light gold and bright yellow to enhance brand recognition and user goodwill.

Brand Integration in UI

On the property detail page, differentiated design uses the “旺铺红” tone in image sections, appointment modules, landlord link entrances, and “金铺” recommendation blocks, raising brand perception for both users and landlords. The category page incorporates the “金铺” icon, and the aggregated listing highlights the “金铺” tag, creating consistent yet distinctive visual cues.

New 3.0 Purchase Page

The third‑generation purchase page targets three objectives: clear logical layout with highlighted priorities, increased phone‑consultation conversion (leaving a higher purchase rate), and reduced user concerns by adding user‑generated content (UGC) to inspire empathy and purchase motivation.

Logical clarity was achieved by redesigning the benefits section, placing the purchase button directly below, and fixing it at the bottom during scrolling. To raise consultation rates, each content block added a direct phone‑consultation link (e.g., “Consult store‑transfer tips”, “Ask more about the industry”, “I also want to ask”). Reducing concerns involved retaining the Q&A module while adding abundant UGC testimonials.

Results

Since the C‑side brand rollout in June, the list‑page conversion rate increased by 1.5%, detail‑page visits rose 26.46% quarter‑over‑quarter, and overall purchase metrics improved significantly. The redesign demonstrates how subtle design tweaks can drive substantial data outcomes.

Takeaway

Designers must combine strong visual skills with deep business understanding, uncover product potential, and identify breakthrough points; even minor changes can significantly affect overall performance.