What is conversion rate?
The percentage of customers who viewed your menu and then placed an order — a read on how well your menu turns interest into sales.
How to interpret it:
Strong menu views but low conversion rate? The problem isn't visibility — it's your menu, photos, pricing, items, or poor naming and tagging are not closing the sale.
Compare your rate to the "nearby restaurants" benchmark on the Sales Performance tab to see if you're above, at, or below your local market.
Below average → focus on menu, photos, and settings before expecting order growth.
At or above average → maintain what's working, and shift focus to visibility (more search/menu views).
Where to find it: Partner Portal → Sales Performance tab, under your Marketplace performance data.
If utilizing Sponsored Listings you'll have a different conversion rate specific to your ad campaign. Learn more here
Why conversion rate matters
A high conversion rate means your menu, photos, and offer are doing their job — turning the customers who find you into paying orders, without you having to spend more to reach new people. It's one of the highest-leverage areas to focus on: unlike visibility, which often takes ad spend or time to build, conversion rate improvements come from changes you control directly — your menu, your photos, your settings — and they pay off immediately, on every customer who already finds you. A strong conversion rate also means every dollar you put into visibility (organic or paid) goes further, because more of the customers you reach actually convert.
If your conversion rate is lower than you'd like
First, confirm it's actually a conversion problem and not a visibility problem:
Low search views → your opportunity is visibility, not conversion. Start there instead.
Strong menu views but low conversion rate → customers are finding and clicking into your menu, but something is stopping them from ordering. This is your signal to act.
Conversion rate below your area's benchmark → the clearest sign that optimization here is worth prioritizing.
Once you've confirmed it's a conversion issue, here's where to focus:
Your menu
Your menu is often the deciding factor between a customer browsing and a customer ordering — the easier it is to find the right options, the more likely they are to place an order with you.
Offer group-friendly packages and individual boxed meals
Clearly label dietary options (vegetarian, vegan, gluten-free)
Keep the menu simple — fewer clicks to order is better
Review top sellers and remove friction points
Fill any gaps in beverages, individual options, or dietary choices
Your photos
Photos are often a customer's first impression of your food, and a strong one can be the difference between clicking "order" and moving on to a competitor. Customers, especially new customers, are more likely to place an order if they can see what the food looks like.
Use high-quality, appetizing photos for every menu item - if you cannot get photos for all items ensure you have photos for your top ordered items
Request updates anytime via Partner Portal → Menus tab → "Request Photo Updates"
Best photos are: at least 1200 x 800px, horizontal, food-focused (not close-up), free of text/logos/watermarks
Your settings
Fees and minimums create friction at the exact moment a customer is deciding whether to order — small adjustments here can remove real barriers to checkout.
Delivery fee: aim for around 10% of the order
Order minimum: $50–$75 tends to capture smaller orders that can grow into larger ones over time
Opt in to Rewards to give customers another reason to choose you
Your operations and reputation
Customers order with confidence when they trust you'll deliver — reliability and reputation directly influence whether someone completes a purchase.
Avoid cancellations and rejections
Fulfill orders on time
Maintain a strong star rating so customers feel confident ordering from you