A customer can like the food and still abandon a difficult checkout. Begin with clear prices, necessary information, and a payment result they can understand.
Define your own abandonment metric
Baymard’s roughly 70% aggregate ecommerce abandonment reference is not a restaurant-specific rate or a recoverable-sales forecast. For a consistent, deduplicated cohort, abandonment = 1 − completed purchases ÷ created carts. Separate browsing from sold-out items, closed ordering, delivery limits, and payment failures.
Remove common obstacles
Early registration, late packaging or delivery fees, unsuitable payment choices, difficult mobile inputs, and unclear progress all add friction. Confirm payment availability against the provider and merchant eligibility rather than assuming every wallet is supported. Make required fees visible before the final screen.
Reduce effort without hiding structure
Offer guest checkout where appropriate and invite membership after purchase. Collect only fulfillment information, use clear labels and suitable autofill, and retain non-sensitive input after errors. One page is not automatically easier: a few clear steps may work better for a complex order. Keep the total visible.
Confirm payment through the server
Prevent repeated submission in the interface and use a unique request key on the server. If a payment return is still pending, show a status-check path rather than immediately asking for another payment. Distinguish paid, awaiting acceptance, and accepted; provide an order number and help channel.
Evaluate completed orders and contribution
Track cart, checkout, payment, and purchase steps by device and source. Illustratively, raising completion from 60% to 65% among 500 checkouts adds 25 orders; at TWD 100 contribution each, that is TWD 2,500 before other changes. Verify in comparable conditions and keep personal and card information out of analytics events.
Before you start
- Define the funnel and operational exclusions.
- Show complete prices and necessary fields.
- Test pending, failed, and repeated payment attempts.
- Measure completion and contribution without personal analytics data.
Your next step
Bring an anonymized funnel and test order. We can locate the largest break in the journey before changing page layouts.
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Features, third-party support, fees, and delivery scope are subject to assessment and the current agreement.
Further reading
A beautiful menu that works: design for confident ordering
References and example assumptions
References follow the Traditional Chinese edition. Numerical scenarios illustrate calculation methods; they are not customer results, service quotes, or guarantees. Monetary examples are in New Taiwan dollars (TWD). Cover images illustrate service concepts.