How Baidu’s “Ask‑One‑Ask” Redefined Service Design to Boost Conversion and Revenue

Introduction

“Baidu Ask‑One‑Ask” is a 1‑on‑1 real‑time online consulting service launched in 2020. After three and a half years, the design team shifted from basic infrastructure to a dual focus on experience and revenue growth.

Pre‑service – Enhancing Question Page Value to Drive Conversion

The original question page mismatched high‑price‑sensitive users, reducing confidence and usability. The new design adds three tactics: multi‑point real‑person cues before the query, value‑focused product comparison with discounts, and a shortened payment flow to lower anxiety.

To validate impact with minimal business risk, the team used a deconstruction‑style iterative approach, creating four experimental groups that introduced components sequentially, measuring conversion gains before full rollout.

Systematic documentation of these iterations produced reusable tactics such as “visible expert presence,” “direct discount highlighting,” and “path shortening,” which were later applied across the service chain, significantly boosting order volume and GMV.

In‑service – Expanding IM Page Capacity

User interviews revealed small message areas and inconvenient input as major pain points. The redesign introduced a three‑axis expansion: Y‑axis screen optimization to enlarge reading area, Z‑axis layer addition for multi‑service interaction, and X‑axis “second space” for innovative experiences.

These changes restored a natural service flow, increased the visible message area by 16% (allowing five more lines), and encouraged richer communication (images, emojis). A lightweight half‑screen panel now supports concurrent chat and order actions, while an immersive 3D interaction layer adds surprise and efficiency.

Post‑service – Focusing on Repurchase with Progressive Guidance

Analysis showed that repeat orders, though few, contributed disproportionately to GMV due to high ticket size. A progressive guidance strategy was created: as user needs for repurchase grow during the conversation, the system incrementally increases repurchase prompts.

Combined with streamlined payment paths, enhanced confidence cues, and value‑driven messaging, the redesign lifted 7‑day repurchase rates and order volume, delivering notable revenue growth.

Conclusion

Optimizing C‑end consumer experiences is an enduring challenge. By maintaining a holistic view of the service chain and deep user insights, designers can craft effective solutions. This article shares Baidu’s full‑link experience upgrade as a reference for service and interaction design.