How Redesigning a Commercial Purchase Page Boosted Conversion and Repeat Purchases

Design Background

Commercial promotion on 58 business brings large traffic and revenue. Because the product purchase page serves both users and 58’s clients, any change affecting revenue impacts the whole system. Before redesign we dissected the revenue formula and identified that the main optimization goal is to improve purchase conversion rate and repurchase rate.

We revamped the purchase page to increase conversion during the purchase stage and plan future efforts to improve repurchase rate after purchase.

The previous page was three years old, looked outdated, and did not match the new 58App visual style, lacking a sense of quality. The flow, information architecture, and details also had issues. Since the page generates significant revenue, we avoided drastic changes that would increase learning cost for customers. The goal was to subtly improve the buying experience without breaking existing expectations.

Redesign Approach

Through user interviews we identified three main pain points for non‑member customers: 1) the buying process is not smooth; 2) they do not understand how to use the product; 3) they feel the purchase is not worth the price. These issues often lead to purchase abandonment.

We addressed them as follows.

Make the buying process smoother

We aligned the flow with the customer behavior model: “Understand effect → Confirm information → Choose package → Confirm discount → Fee details → Agree to terms → Final payment”. The original flow missed the “Understand effect” step, which we added.

We also adjusted the presentation of discounts by merging coupons and fee details into a “Discount details” section and refined account details, reducing the need for users to navigate back.

This “function addition/subtraction” makes discount information clearer, smoothing the purchase process.

Make the product understandable

We added a product introduction module and differentiated displays for new and existing customers. New users see enlarged text and illustrations, while returning users see a compact view, preserving the original information architecture while improving clarity.

Make the purchase feel worthwhile

We introduced real purchase reviews and scrolling bubble tips to build trust and leverage social proof. An A/B test compared horizontal versus vertical package displays; after five weeks the vertical layout showed higher click‑through and conversion rates, so we adopted it globally.

Design Validation

The redesigned page looks higher‑quality, aligns with the behavior model, and presents product effects and usage rules clearly. Post‑launch data shows noticeable growth in order value and revenue contribution. Satisfaction surveys on payment method, display, and package presentation each recorded improvements.

The same optimization principles were later applied to other commercial products such as “Refresh Resume”, “Gold Booth”, and “Preferred Delivery”, achieving similar positive results.

Summary and Planning

Optimizing the purchase page is a small step for the middle‑platform commercial side, but it paves the way for better buying experiences across 58 recruitment and yellow‑page services. Future work will focus on increasing repurchase rates by building a data‑effect display center and continuously refining key touchpoints in both purchase and post‑purchase stages.