February 4, 2025
Year
2025
Client
eBay
Category
DESKTOP & MOBILE WEB
Product Duration
4 WEEKS
Business:
Launched in 2022, model-level pages struggled with low visibility in Google search and declining traffic. As Google shifted toward product-based results, the absence of transactional features made these pages less discoverable and unable to capture user intent. Analytics further revealed significant drop-offs at the hero section on both desktop and mobile, contributing to a 10% revenue decline in 2023.
User:
Users often mistook model-level pages for item pages because the oversized hero layout pushed product listings below the viewport, causing confusion. They also expected quick actions like “add to cart,” “checkout,” or a way to save items of interest. Instead, they were forced to go deeper into item pages, which was frustrating since they still wanted to keep browsing other options.
We're enhancing the model-level pages with a user-first mindset. The hero section was minimized to bring listings into view immediately, reducing confusion with item pages. Quick-action features like “add to cart” were introduced to let users act on interest without interrupting browsing. At the same time, we optimized page structure and metadata for Google’s product-based indexing, ensuring stronger discoverability. Together, these changes created a seamless balance between exploration and transaction, improving both user satisfaction and business outcomes.
As the Product Designer, my role is to translate both the business challenge of low visibility and the user frustration with confusing hero module into clear, actionable design solutions. I enhance the model-level pages with a user-first approach, minimizing the hero, surfacing listings sooner, and adding quick actions, while also ensuring the structure supported SEO and discoverability. This balance between user needs and business goals is how design directly drove better satisfaction and stronger outcomes.
In April 2025, testing showed strong results: a 5.56% lift in Item listing conversion rate other conversion metrics trending higher, bounce rate down 1.27%, view listings sessions up 3.5%, and BN GMB increased by 17.99%.
Following the positive results, we launched the improvements in July and they are now live. Our next focus is maintaining traffic, sessions, and GMV, while exploring how AI can enhance the experience—for example, by generating page content or images for the hero module and many more.
