How Redesigning Service Ordering Boosted Conversion 5× for 58’s Home Services

Project Overview

DaJia, a service‑oriented product line of 58.com, targets order conversion (non‑phone) for four major categories—cleaning, moving, repair, and maintenance—covering more than 70 sub‑categories and 80 pages.

Problem Statement

The existing list, detail, and order pages had been online for 18 months with a design that no longer drove growth; two prior optimization attempts even reduced conversion compared to the original version.

User Insight

Through eight user interviews and twelve eye‑tracking tests, five core user focus dimensions were identified:

Timeliness : speed and punctuality of service delivery.

Economy : reasonable cost for the service.

Functionality : effectiveness and features of the service.

Safety : assurance that the service provider will not cause personal or property harm.

Comfort : overall pleasantness of the service experience.

Design Strategy

We adopted a two‑layer approach:

Base Layer : address the five dimensions across all categories to meet the minimum user expectations.

Difference Layer : tailor designs for specific categories, page contexts, and user segments.

Base Layer Improvements

Economy : introduced a more attractive price presentation without increasing subsidies and simplified price calculations.

Functionality : added auxiliary information fields to clarify service features and streamlined decision‑making.

Timeliness : visualized service speed and personnel allocation on the order page.

Safety : highlighted guarantee information on list and detail pages for moving, cleaning, and repair.

Comfort : moved authentic service reviews to the top of the order page and added staff profile modules.

Difference Layer Design

Category Differences : created three detail‑page patterns based on product characteristics—price‑focused for low‑price, time‑sensitive services; filter‑focused for high‑SKU, price‑variant categories; fill‑in‑focused for urgent or guarantee‑heavy services.

Page Differences : adjusted page positioning, reduced visual load, and shortened step chains (e.g., merging list and detail pages for cleaning to cut three steps).

User Differences : differentiated new‑user and returning‑user experiences—new users see first‑time discounts and flexible time slots, while returning users see recent‑available slots and personalized history.

Results

Over roughly two quarters, more than 20 optimization cycles across the four categories lifted the detail‑to‑payment conversion rate by 5.1×, delivering substantial gains in both conversion efficiency and order volume.

Takeaways

For service‑type products, combining a foundational five‑dimension design with scenario‑specific difference layers provides a repeatable framework that consistently drives conversion improvements.