Deadlocks in SQL Server
How to solve deadlocks depends entirely on your data requirements.

Are you content with only applying the last update to the data ?
In that case, don't use a transaction at all - this will happen automatically.

Does every user have to see the real updates being applied for only that user?
This is what you are currently attempting, including (ugh) keeping a transaction open while waiting on a web page, of all things.

I would start with investigating the actual need to do this very bad thing...

Regardless of the ultimate goal, explicit transactions should be used sparsely, wisely, and with good reason.