Overview
RVTrader’s private seller experience is a critical revenue driver, with a business goal of $22M annually from private sellers listing their RVs. This case study focuses on redesigning the Sell Landing Page and Listing Flow to increase seller conversion—from first intent to completed checkout.
The project emphasized transactional UX, experimentation, and data-driven decisions across the listing journey.
Problem
Users arrived at RVTrader with high intent to sell, but the existing sell flow created friction and drop-off before checkout. Key challenges included:
• Unclear value proposition on the sell landing page
• Friction in the listing flow before checkout
• Confusion around packages and what users receive
• Drop-off before completing checkout
Because users cannot upload photos until after checkout, trust, clarity, and momentum were critical to getting users to complete the flow.
Business Goal
Drive $22M in annual revenue from private seller listings
Increase conversion from Sell Landing Page to into the listing an ad flow
Improve completion rate through package selection and checkout
Optimize the end-to-end listing ad flow, from RV details to payment
Design and Optimization Work
Goal: Increase click-through to “Get Started”
• Clarified the value proposition for private sellers
• Highlighted trust signals and marketplace reach
• Simplified messaging to focus on selling faster and reaching real buyers
• Reduced cognitive load and decision paralysis
Result:
➡️ Over 30% increase in performance into the listing flow
Package Selection Optimization
Goal: Help users confidently choose a package
• Made package differences more scannable
• Highlighted the value of higher-tier packages
• Designed visual hierarchy to guide users toward recommended options
• Tested layout, copy, and emphasis through A/B experiments
• Gave users clear, detailed information on what they get with each package, reducing uncertainty and comparison fatigue
Goal: Reduce friction and improve listing completion after checkout
Through internal dogfooding, customer support feedback, and analysis of NPS and CSAT responses, we identified recurring pain points in the image upload experience—particularly for desktop users.
Solution:
• Introduced a QR code upload feature on desktop
• Users can scan the QR code with their phone and seamlessly upload photos directly into the listing
• Eliminated the need to email photos, transfer files, or switch devices
• Reduced friction and made uploading images faster and more intuitive
Impact:
• Improved post-checkout completion and seller satisfaction
• Reduced frustration during one of the most critical steps of listing creation
• Better alignment with real user behavior (photos captured on mobile)
Results & Impact
30%+ increase in sell landing page performance into the listing flow
Improved completion rates through package selection and checkout
Stronger alignment between user intent and business revenue goals
Direct contribution toward the $22M private seller revenue target
