v1 · Jun 4, 2026 · 3:58 PMOptimizing for: Conversion rate

Design Audit · Single Variant

Strong brand, but 87% won't convert without trust signals or pricing clarity.

Online shoppers — mix of comparison-shoppers and impulse buyers, primarily mobile

Persona template: E-commerce Shopper

13%

would click the CTA
87% would scroll or leave — mostly looking for pricing details, social proof, or differentiation from competitors

Confidence

High — Clear hesitation patterns across pricing, trust, and CTA confusion

Readiness

Needs work — Social proof and pricing gaps block majority of conversions

The bottom line

Only 13% convert — and those who do are already familiar with DoorDash, not new users the page needs to win. The $0 delivery fee hero is doing real work, but 87% would scroll or leave because there's no pricing transparency on DashPass, no reviews, and no clear reason to choose DoorDash over a competitor. The page tries to serve consumers, Dashers, and merchants simultaneously — that three-way split actively cannibalizes the primary conversion goal.

132sto decisionvs.4–6 weeks for a live A/B test

Design audited

What our users said

13% engaged positively — clear value prop and address bar remove friction.

“Saw the $0 delivery fee, scrolled to 'Find restaurants,' tapped it. Done. The offer was clear enough and I'm hungry now, not later.”

62% would scroll — missing differentiation and local connection messaging.

“The hero screams transaction — but where's the human element? The value proposition doesn't clarify if this connects users to local places or simply optimizes ordering experience.”

25% would leave — truncated pricing details and missing cost breakdown.

“I see '$0 delivery fee' splashed everywhere, but DashPass pricing is cut off mid-sentence. As someone who reads loan documents for a living, incomplete terms make me walk.”

What's working

These elements tested well — preserve them as you iterate.

—$0 delivery fee hero is specific, prominent, and loss-framed — it's the single biggest reason anyone converts at all

—Address input in the hero creates an immediate, low-commitment action path that reduces first-click friction

—App store badges provide lightweight third-party credibility, even if buried in the footer

—Red brand color is applied consistently, creating visual pattern recognition across CTAs throughout the page

How to make this design stronger

Here's what to fix first — then resubmit and we'll verify.

critical

Add social proof to the hero section — ratings, review count, or user volume

Users citing trust and credibility as top hesitations represent the largest share of non-converters. A visible star rating (e.g., '4.7 stars · 1M+ reviews') or order volume stat ('50M+ orders delivered') placed directly below the hero CTA would address the single most-cited reason users scroll without converting.

If you skip this: Price-conscious and first-time users will continue to bounce to competitors who show reviews above the fold

Suggested fix

—Add a social proof bar directly below the address input field — height 40px, background #F5F5F5, text in #222222 at 14px

—Display: star icon (filled red #FF3008) + '4.7 stars' + separator + '1M+ App Store ratings' — pull from live App Store data

—Add a secondary stat: '50M+ orders delivered' or 'Available in 4,000+ cities' in the same bar at 13px, color #555555

—On mobile, stack the two stats vertically at 12px to preserve readability within the 40px bar height

recommended

Surface DashPass pricing explicitly — don't make users hunt for the monthly cost

Users who read loan documents and financial disclosures for a living explicitly called out the cut-off DashPass pricing as a reason to distrust the page. Incomplete terms signal hidden costs to price-sensitive users, who represent a meaningful share of the non-converting audience.

If you skip this: Price-conscious users will assume DashPass is expensive or deceptive and exit before reaching the subscription funnel

If regulated: Promotional Pricing Disclosure — FTC guidelines require material terms of a subscription offer to be clearly and conspicuously disclosed near the promotional claim. 'DashPass is delivery for less' without visible pricing may not meet this standard.

Suggested fix

—In the DashPass section, add the monthly price in the headline or subheadline — e.g., 'DashPass is delivery for less — $9.99/month' at 18px, color #222222

—Add a one-line value calc beneath: 'Average member saves $4–5 per order. Pays for itself in 2 orders.' at 14px, color #555555

—Add a 'Cancel anytime' micro-copy line at 12px, color #777777 — directly reduces commitment fear

—Ensure the full pricing line is visible without horizontal scroll on 375px viewport width

consider

Consolidate below-the-fold CTAs into a single secondary conversion path

The page currently presents 13+ CTAs across consumer, Dasher, and merchant goals. Collapsing the Dasher and Merchant recruitment sections into a single 'For Business' footer link — and reducing category CTAs to a horizontal scroll strip — would reduce choice paralysis for the 62% who scroll but don't convert.

Suggested fix

—Replace the full Dasher and Merchant mid-page sections with a single slim banner (80px height) at the bottom of the consumer content: 'Drive or sell with DoorDash →' linking to a separate landing page

—Consolidate Groceries, Beauty, Flowers, Alcohol, and Pet Supplies into a horizontal category scroll strip (card size: 120x80px) below the 'Find restaurants' CTA — reduces vertical scroll length by ~40%

—Limit visible CTAs above the footer to 3: 'Find restaurants', 'Get DashPass', and 'Get the app' — all others subordinate

—A/B test this layout against current before full rollout — measure DashPass and restaurant conversion rates separately

Compliance & Accessibility

Compliance3 flags

Promotional Pricing Disclosure(FTC Promotional Pricing And Subscription Terms Disclosure) — DashPass is promoted with benefit claims ('$0 delivery fees', 'reduced service fees') but the monthly subscription price is not clearly visible at this resolution. FTC guidelines require material subscription terms — including price and cancellation terms — to be clearly and conspicuously disclosed near the promotional claim.

Cookie Consent And Data Transparency(CCPA / GDPR Cookie Consent And Data Collection Disclosure) — No visible cookie consent banner or data collection notice is shown in the design. For users in California (CCPA) or if the page serves EU users (GDPR), a compliant consent mechanism is required before tracking scripts fire.

Alcohol Delivery Age Verification(Age Gate Requirement For Alcohol Delivery Promotion) — The 'Restock the minibar' alcohol section promotes alcohol delivery without a visible age verification prompt or disclaimer on the homepage. Most state regulations and platform policies require age confirmation before displaying alcohol purchase pathways.

Not legal advice — flags for your compliance team.

Accessibility4 notes

Color Contrast — CTA Buttons — Red (#FF3008 approximate) CTA buttons with white text may fall below the WCAG 2.1 AA 4.5:1 contrast ratio requirement at smaller font sizes. Needs contrast audit across all button states.

Touch Target Sizing — Multiple secondary CTAs and footer links appear smaller than the WCAG 2.5.5 recommended 44x44px minimum touch target size, creating barriers for users with motor impairments on mobile.

Missing Alt Text — Food And Lifestyle Imagery — Decorative and informational food/lifestyle images throughout the page require descriptive alt text for screen reader users. Cannot confirm alt text presence from visual review alone — audit required.

Address Input Field — Label Visibility — The hero address input field appears to use placeholder text as its label. Placeholder text disappears on focus, creating confusion for screen reader users and those with cognitive disabilities. A persistent visible label is required.

Action checklist

Tick these off as you work through them.

Deeper analysis

For your VP, stakeholders, or anyone who wants the full picture.