Case Study QSR E-Commerce: Boosting Conversion and Repeat Orders via UX Excellence
How we unified cross-platform analytics and optimized checkout flows for a global restaurant chain, achieving a 35% repeat order increase.
+35%
Repeat order rate
27.8%
ACoS efficiency
+68%
Cross-platform continuity
The Client
Scaling digital ordering for a global restaurant leader.
The client is one of the world's largest restaurant chains, operating over 8,200 stores globally and generating more than $1.4 billion in annual gross revenue. With a household brand name built on speed, consistency, and convenience, the company has increasingly prioritized a digital-first approach to meet the demand for online order delivery and mobile pickup. In the highly competitive quick-service restaurant (QSR) sector, the digital ordering experience has become a primary driver of brand loyalty and revenue.
Having a presence across desktop browsers, mobile websites, and native iOS and Android apps, the company handled millions of transactions daily. However, managing this scale across multiple platforms created significant challenges. The digital ordering experience was fragmented, and the client lacked the visibility needed to understand customer behavior and optimize the purchase journey.
To resolve these friction points and drive digital growth, the company partnered with Intelegencia. The goal was to build a unified analytics framework, optimize the user experience across all digital storefronts, and increase order completion rates globally.
The Challenge
Fragmented analytics and low conversion across platforms.
The client's primary digital challenge was a low online conversion rate compared to the high volume of traffic visiting their apps and websites. While customers were eager to order online, they frequently abandoned their baskets. The company did not have a clear understanding of where or why these drop-offs occurred.
This issue was made worse by a lack of unified analytics. Data from the mobile site, desktop site, Android app, and iOS app were stored in separate silos, making it impossible to track a single customer's journey across platforms. Without a clear view of customer preferences and purchase patterns, marketing and product teams had to rely on guesswork to run campaigns and design updates.
Low conversion rates across desktop, mobile web, and app platforms.
Fragmented analytics tracking created data silos between iOS, Android, and web channels.
Lack of customer journey mapping prevented the team from identifying specific friction points.
Marketing campaigns suffered from high costs due to inefficient customer retargeting.
What our audit found
Uncovering friction points in checkout and cross-platform journeys.
Intelegencia began the engagement by auditing the entire digital ecosystem. Our diagnostic showed that checkout was a major area of friction. The cart and payment pages had redundant steps, required excessive input, and suffered from technical errors, causing high abandon rates.
We also found that cross-platform journeys were disjointed. For example, if a customer added items to their cart on the mobile website and then opened the native app, their cart was empty, forcing them to start over. Finally, because marketing conversion tracking was not integrated with the checkout system, paid ad campaigns were optimizing for incorrect signals, resulting in higher advertising costs (ACOS).
Overly complex checkout flows with redundant form fields caused cart abandonment.
Lack of persistent cart data across web and mobile app sessions forced users to restart orders.
Inefficient conversion tracking led to misallocated paid ad spend and high ACOS.
Outdated payment integration methods caused transaction failures at checkout.
The Solution
How we turned it around.
Unified Cross-Platform Analytics and KPI Dashboards
We implemented a unified tracking framework across all digital touchpoints, including the desktop website, mobile web, and iOS and Android apps. By deploying Firebase and Google Analytics 4, we unified customer tracking under a single identity model, allowing the client to follow customer journeys across platforms.
We used this clean data to build interactive, real-time dashboards for internal teams. These dashboards displayed key performance indicators (KPIs), order trends, average order values, and specific drop-off points. This gave marketing and product teams immediate visibility into campaign performance and funnel health, allowing them to make data-driven optimization decisions.
What we shipped
- Unified user tracking across web and native apps using Firebase and GA4.
- Built real-time Looker Studio dashboards for cross-department visibility.
- Standardized conversion tracking to measure marketing campaign ROI.
Checkout Optimization and Friction Reduction
With a clear view of user behavior, we redesigned the product selection and checkout journeys. We simplified the checkout process by reducing the number of steps, enabling guest checkout options, and saving payment preferences securely. We also resolved cart synchronization issues, ensuring that items added to a cart on one device remained visible when the user logged in on another.
We optimized the mobile layout to make customization simple, allowing users to add toppings or customize meals with fewer taps. These UX improvements resolved the technical and design issues that had been causing users to abandon their orders, resulting in a much faster, more intuitive purchasing path.
What we shipped
- Redesigned the checkout page to create a single-page order review and payment flow.
- Implemented persistent, cross-platform cart synchronization.
- Streamlined mobile menu selection and meal customization controls.
The Numbers
Outcomes we can talk about.
The UX optimization and analytics integration delivered a significant lift in performance. Online order conversion rates increased by 10%, while repeat order rates grew by 35%, proving that a simplified checkout experience builds purchasing habits. Cross-platform continuity rates rose by 68%, confirming that the persistent cart experience helped users complete orders across different devices.
Additionally, the unified conversion tracking improved paid advertising efficiency. The company’s Advertising Cost of Sale (ACOS) improved by 27.8%, allowing the marketing team to acquire new customers with lower ad spend and maximize the value of their digital platforms.
+35%
Repeat order rate
27.8%
ACoS efficiency
+68%
Cross-platform continuity
+10%
Online ordering conversion rate
What We Built
What's Next
Incorporating predictive ordering and geolocation features.
Building on the unified data layer, the next phase will focus on predictive personalization. We plan to build features that analyze past order histories to suggest favorite meals, making reordering even faster.
Additionally, we will integrate geolocation services into the mobile apps. This will allow the platform to send real-time pickup alerts when a customer approaches a restaurant, ensuring their food is fresh and reducing store pickup wait times.
Frequently Asked Questions
About This Project
The questions teams usually ask when they want to run a similar engagement.
We used unified user ID mapping in GA4 and Firebase, which stitches together interactions from the same logged-in account across web, iOS, and Android devices.
The Real Numbers
Need real numbers? Let's talk.
We kept the names off the page. The story is real, the outcomes are real, and we're always happy to walk a serious team through the rest of it.
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