How 58 Local Revamped Its Second‑Hand Car Page to Boost Conversions

Define What to Redesign First

The business side raised concerns about growing information volume and outdated pages, prompting a redesign aimed at improving the second‑hand car homepage service scenario and guiding decision routes.

Analyze Service Situation – "Page as a Person"

We anthropomorphized the page, translating its functions into a conversational scenario to make the service more tangible.

Problem Discovery and Solution Direction

The original page mixed different demand scenarios in a single layout, leading to poor classification and low target‑finding efficiency; feed information lacked focus and recommendation strategy was vague. To improve conversion, we prioritized clarifying demand scenarios and helping users set browsing goals.

Validate Solution with Competitor Analysis

Analysis of competing second‑hand car platforms confirmed market‑validated information structures and scenario flows, showing a progression from precise targets to fuzzy goals and exploratory information.

Organize Redesign Thinking

We identified the core problem: a single, limited scenario that failed to guide users effectively. Using Decision Model 1.0, we mapped rural users' car‑viewing motivations, influencing factors, and information sources to create a structured decision pathway.

Interaction Design

Based on the decision model, we optimized page structure: clear hierarchy for users with explicit motives, refined scenarios for vague‑goal users, added thematic operational guides, and introduced pre‑filtering to aid comparison. The homepage feed was streamlined for efficient browsing.

We further segmented precise targets into three categories and introduced recommendation blocks and refined filters to assist users with fuzzy goals, improving price‑performance comparison and overall intent conversion.

Results

After launch, heat‑map analysis showed effective user segmentation; page views increased while unique visitors remained stable, indicating higher engagement. Connection rate rose by nearly 20% and commercial revenue saw a substantial boost.

Design Method Summary

Final Thoughts

Analyzing root problems is crucial; design should merge business goals with user experience. Despite limited resources and pandemic constraints, the redesign delivered optimistic outcomes, and future user research will further refine the decision model.