Teardown · 2024
Zomato Checkout
Where a high-intent checkout leaks conversion, and how to close it.
An independent analysis based on the publicly available product. No proprietary data or client relationship is implied — this is a demonstration of how I read a high-intent flow and turn it into fixable decisions.
A checkout with all the intent in the world
By the time someone reaches a food-delivery checkout, they are hungry and decided. The job is simple: don’t lose them. Yet high-intent checkouts routinely leak conversion in the last few taps.
Where intent meets friction
- Late surprises. Fees, taxes, and minimums that appear at the end re-open a decision the user thought was made.
- Coupon anxiety. A prominent promo field invites people to leave and hunt for a code, breaking the flow.
- Address and timing friction. Re-confirming details that should already be known adds taps at the worst moment.
- Upsell over clarity. Add-on prompts competing with the one button that matters.
Close the leak
- Show the true total early — no end-of-flow surprises to renegotiate.
- Make savings ambient — surface the best applicable offer instead of an empty code box.
- Default the known — address, time, and payment pre-filled and editable, not re-entered.
- Protect the primary action — one unmistakable path to pay; upsell never competes with it.
The last three taps are where intent is won or lost. Spend your clarity budget there.