Improving PDP clarity to drive conversion
Only summary available online due to project being in dev
Team
Timeline
2 months, 2026
Platforms
Mobile & web
Background
The Property Detail Page (PDP) is a critical touchpoint in the home-buying journey, where users decide whether to shortlist or visit a property.
It is the highest-intent page, directly influencing conversion. Users typically arrive from the search results page to evaluate whether a property is worth further consideration.
Given that buying a home is a high-stakes decision with many factors to assess, the page must provide clarity within the first few scrolls. It serves buyers across apartments, plots, builder floors, and villas, requiring a scalable structure that adapts across property types.
Research
Across top 5 cities in India and across different property types
50+ Seller conversations
To understand what they want to showcase about their properties across geographies
30+ Buyer interviews
Which details they seek first, whats good to have, what can be the highloghts
Competitor analysis
Studying local & international competitors to understand how they structure data
What we learnt
Property-type-specific insights
Eg. To understand the value of a plot - area & dimensions viewed holistically, price appreciation & upcoming developments are a key pitching factor, buildability of the plot is P1
Geography-specific insights
Eg. In Mumbai, parking & balconies are a highlight while in NCR they are a given. SIDCO gives credibility to projects in Navi Mumbai more than RERA
Stage of project insights
Eg. In the under construction phase of a project, RERA & the builder track record is are a good credibility signal but after becoming ready to move, word of mouth matters more.
Secondary research + Platform signals
In addition to the primary research, we did comprehensive secondary research by studying advertisements on youtube & meta platforms. Apart from that, we looked at CTRs, scroll depth & bounce of the page to validate our hypothesis.
Wireframes
Design principles
Final designs
