12 May 2026 · Journal
Friction points Thai checkout flows still hide
Teams selling into Thailand often report one checkout conversion number. That number is usually a blend of PromptPay, cards, bank transfer, and cash-on-delivery — four journeys wearing one label.
In Bangkok Checkout Atlas we ask a blunt first question: which payment methods was this person eligible to use? A visitor without a linked bank app is not “dropping off PromptPay.” They were never in that cohort. Counting them against a PromptPay completion rate inflates friction that does not belong to the method.
The second hideout is the bank-app bounce. Many flows deep-link into an app, then return with a success flag that actually means “the app opened.” Session replay in Map Room still shows people who opened the app, stared at a limit error, and came back to the site convinced they had paid. If your event is named promptpay_success at the deep-link, your atlas is lying with confidence.
Card journeys fail differently. 3-D Secure pages often sit outside your domain, so heatmaps go quiet. User Journey Mapping Analytics has to treat the ACS page as an off-product stage with an eligibility rule: only card-choosers who reached issuer challenge. Comparing that stage to PromptPay QR dwell time is not a fair fight; they are different machines.
What we put on the atlas instead
We draw one column per method, plus a shared “method chosen” stage. Friction is computed inside each column. When a marketplace in our March Lab did this, card looked healthier than the blended rate suggested; PromptPay was carrying almost all of the anxiety. The team had been rewriting card copy for a quarter.
Cash-on-delivery deserves its own honesty. COD “conversion” on the site is often just a promise. The real drop happens when the rider calls and the buyer declines. If that call never becomes an event, your journey ends at a false celebration. Service Blueprint Analytics exists for that exact gap.
None of this requires a new vendor. It requires the discipline to stop averaging unlike journeys. If you want the worksheets we use for method eligibility, they ship with Field Ledger and are walked live in Journey Signal Lab.