Checkout Rebuild: Reducing Cart Drop on a Food Delivery App — A Before/After Case Study

Tech · 5 min read

The app’s original checkout displayed a long shipping and payment form with optional promo entry and delivery instructions all on one scrollable screen. Analytics flagged high drop-off between ‘‘select address’’ and ‘‘submit order,’’ and usability testing exposed confusion around promo application and delivery ETA uncertainty.

We reworked checkout into an action-first flow: show core order summary with clear CTA, then surface delivery time and cost upfront, use inline editable address chips, and move payment as a modular overlay that could be verified immediately. Promos were handled with a single, prominent field that validated codes instantly and displayed savings on the summary card.

Post-launch metrics showed a 15% uplift in conversion and a 22% reduction in support tickets related to promo application. The product team learned that removing perceived unknowns (ETA and fees) and minimizing form length were more impactful than complex trust signals. The rebuild prioritized reducing cognitive steps at the moment of commitment.