{"id":29036,"date":"2025-04-01T15:29:44","date_gmt":"2025-04-01T09:59:44","guid":{"rendered":"https:\/\/blogrevamp.cashfree.com\/?p=29036"},"modified":"2025-04-01T15:36:37","modified_gmt":"2025-04-01T10:06:37","slug":"reduce-card-decline-via-smart-routing","status":"publish","type":"post","link":"https:\/\/blogrevamp.cashfree.com\/reduce-card-decline-via-smart-routing\/","title":{"rendered":"Smarter Routing, Higher Revenue: How a Food Delivery Giant Reduced Card Declines"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a8f727651359\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #364250;color:#364250\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #364250;color:#364250\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a8f727651359\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogrevamp.cashfree.com\/reduce-card-decline-via-smart-routing\/#Understanding_the_Card_Payment_Flow\" >Understanding the Card Payment Flow<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogrevamp.cashfree.com\/reduce-card-decline-via-smart-routing\/#Dynamic_Routing_for_Success\" >Dynamic Routing for Success<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogrevamp.cashfree.com\/reduce-card-decline-via-smart-routing\/#The_Challenge_Inconsistent_Success_Rates_Across_Processors\" >The Challenge: Inconsistent Success Rates Across Processors<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogrevamp.cashfree.com\/reduce-card-decline-via-smart-routing\/#The_Insight_Authentication_Was_the_Bottleneck\" >The Insight: Authentication Was the Bottleneck<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogrevamp.cashfree.com\/reduce-card-decline-via-smart-routing\/#The_Trade-Off_Better_SR_vs_Higher_Cost\" >The Trade-Off: Better SR vs. Higher Cost<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blogrevamp.cashfree.com\/reduce-card-decline-via-smart-routing\/#The_Solution_Decoupling_Authentication_and_Authorization\" >The Solution: Decoupling Authentication and Authorization<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/blogrevamp.cashfree.com\/reduce-card-decline-via-smart-routing\/#The_Results_A_Win_for_the_Merchant\" >The Results: A Win for the Merchant<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/blogrevamp.cashfree.com\/reduce-card-decline-via-smart-routing\/#Smarter_Payment_Flows_Lead_to_Higher_Revenue\" >Smarter Payment Flows Lead to Higher Revenue<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p class=\"wp-block-paragraph\">In the digital age, card declines pose a significant challenge for online transactions. While physical transactions see declines of just under 5%, online transactions face a much higher rate of around 20%. This disparity is largely due to risk factors and authentication issues.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Understanding_the_Card_Payment_Flow\"><\/span><strong>Understanding the Card Payment Flow<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Whenever you enter a card on your favourite website, payment gateways like Cashfree Payments, PayU, and Razorpay process the payment, and you see a message stating, \u201cYour order has been successfully placed.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Payment gateways process this request using processors like Cybersource, MPGS, and Lyra. Processors communicate with networks (MasterCard\/Visa) that connect to your issuing bank (the bank that issued the card) to complete the payment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Authentication:<\/strong> The customer verifies their identity, often through an OTP (one-time password). Failures can occur if the user is not redirected to the bank\u2019s page, does not enter the OTP, or due to bank-related issues.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Authorisation<\/strong>: The payment gateway instructs the processor to deduct funds from the card. Failures can happen due to invalid CVV, blocked cards, insufficient balance, or online payments being disabled.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dynamic_Routing_for_Success\"><\/span><strong>Dynamic Routing for Success<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Once the payment request hits Cashfree, we internally route it to the best-performing processor at any point in time. Our systems employ complex dynamic routing algorithms to route to the best-performing processor to ensure higher success rates for the merchant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Transaction success rate (SR) is the percentage of attempted payments that are successfully completed. The higher the SR, the more incremental GMV for the business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Optimizing for higher Success Rates for a large food delivery business&nbsp;<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Challenge_Inconsistent_Success_Rates_Across_Processors\"><\/span><strong>The Challenge: Inconsistent Success Rates Across Processors<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXez08oO8Puiuafy_tg6FQBydRue_z6N_d4XmY5xJPiIr0FlP7ejLpwTrjGRBYYJtLcnt-zz03z8o0Mo6a_SBrI4EjKs5q91P2sBlefFZtOdFuNBsgJ5yIkb8iOPUp9PE2e3t2icBA?key=atiGEz7Eua0UNJ1zHaelotj0\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">While reviewing payment performance for one of our large food delivery clients, we noticed something interesting\u2014success rates (SR) varied significantly between different processors, even though the transaction volumes were similar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This isn\u2019t unusual. Success rates can fluctuate due to multiple factors:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How processors interact with card networks like Mastercard and Visa<\/li>\n\n\n\n<li>Retry logic in case of failures<\/li>\n\n\n\n<li>Risk rules applied by the processor\u2019s partner bank<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">But this observation gave us a clue that there was room for optimisation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Insight_Authentication_Was_the_Bottleneck\"><\/span><strong>The Insight: Authentication Was the Bottleneck<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When we looked further into the data, we found that the success rates on Processor 2 were lower because of higher authentication failures. The rest of the failures due to authorisation issues such as general decline, insufficient funds, or online payment not being enabled remained the same across both processors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, Processor 1 was clearly the stronger player in handling authentication, which directly impacted the overall success rate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This happens because of the way the processors interact with networks, retry strategy, and much more on the implementation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Trade-Off_Better_SR_vs_Higher_Cost\"><\/span><strong>The Trade-Off: Better SR vs. Higher Cost<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s where the complexity kicked in:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Processor 1, while delivering a better SR, also came with <strong>higher processing costs<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And those costs are tied to the <strong>authorisation<\/strong> step\u2014not authentication.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This opened up a key question:<br><strong>Can we use the strengths of both processors without incurring extra costs?<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Solution_Decoupling_Authentication_and_Authorization\"><\/span><strong>The Solution: Decoupling Authentication and Authorization<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To address this challenge, we implemented a new approach: decoupling the authentication and authorisation processes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We worked with the processors to launch decoupled authentication and authorisation flows.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By leveraging Processor 1 for authentication and Processor 2 for authorisation, we achieved higher authentication rates and lower processing costs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Results_A_Win_for_the_Merchant\"><\/span><strong>The Results: A Win for the Merchant<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Once implemented, this strategy led to a <strong>2% increase in success rate<\/strong> on Processor 2.<br>That uplift had a direct impact on the merchant\u2019s revenue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For a business that processes high volumes daily, even a 1\u20132% improvement in SR can translate to <strong>substantial gains in GMV and customer satisfaction<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Smarter_Payment_Flows_Lead_to_Higher_Revenue\"><\/span><strong>Smarter Payment Flows Lead to Higher Revenue<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In a competitive online environment, every successful transaction counts. As this case shows, even a small lift in success rates\u2014powered by the right routing strategy and processor optimisation\u2014can unlock significant revenue gains.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Cashfree, we believe great payments aren\u2019t just fast\u2014they\u2019re smart.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0If you&#8217;re looking to reduce card declines, boost success rates, and grow revenue without adding cost, we\u2019re ready to help. Let\u2019s make every customer attempt count.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the digital age, card declines pose a significant challenge for online transactions. While physical transactions see declines of just under 5%, online transactions face a much higher rate of around 20%. This disparity is largely due to risk factors and authentication issues. Understanding the Card Payment Flow Whenever you enter a card on your<\/p>\n","protected":false},"author":104,"featured_media":29041,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_themeisle_gutenberg_block_has_review":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[1383],"tags":[],"class_list":["post-29036","post","type-post","status-publish","format-standard","has-post-thumbnail","category-payments"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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