Beauty brands have
the highest cart abandonment rates

If yours is high too, you’re not alone. It’s an industry-wide problem – but it’s also a great opportunity.

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Trusted by industry leading e-commerce brands like

It’s tough out there for beauty brands

When we speak to cosmetic brands, they often tell us:

Expensive Traffic

It’s getting harder to stand out online, so growing traffic is more expensive

Growing Competition

The competition is growing, and it’s getting harder to stand out online

Loyalty Struggles

It’s hard to keep customers loyal when you sell the same brands as other sites, sothey resort to frequent discounting

Tightening Budgets

Customers are cutting back on non-essential spending

Trust is Key

Beauty products impact our health and appearance, so trust is everything – but there’s no way to be sure that you have it

You can’t fix what you don’t know

Until you understand what’s causing each customer to abandon their cart, you can’t put it right. The problem? They’re all abandoning for different reasons. One found your products too expensive, one got distracted, and one wasn’t sure about their foundation shade. Three distinct reasons, all flattened into one reported outcome: ‘abandoned’ .

Time to flip the script on your conversions

Low conversions and high cart abandonment rates are a problem for beauty brands – but they’re also a golden opportunity, with plenty of low-hanging fruit (if you know where to find it).

How FERO helped Food for Skin recover 3% more carts

Background

Food for Skin isn’t your typical beauty brand. They’re bold, honest, and refreshingly no-nonsense when it comes to skincare. Their customers love them for it. But even with a loyal audience and solid email marketing performance, there was still room to grow.
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That’s where FERO came in. Food for Skin wanted to see if they could nudge even more hesitant shoppers toward checkout—without resorting to discounts and mass marketing

Solution

By tailoring their abandoned cart emails to focus on the reasons why shoppers abandon—one that reinforced the true value of their products—Food for Skin saw a 3% increase in recovered carts. No discounts, no gimmicks, just clear messaging that reminded shoppers why their skincare is worth it.
Now, they’re weaving this messaging across more of their marketing channels, making sure every potential customer understands the full value of their skin-loving formulas.

"We’ve been collaborating with FERO for a few months now, and it’s been an excellent experience! The team is highly responsive, transparent, and communicates effectively, offering valuable advice along the way. While we’re still in the process of gathering more data, the initial results are already very promising."

Manon Fennis
Growth Manager

Go beyond demographics

Long before a customer even lands on your website, they drop clues. We use over 430 data points to sort them into easy-to-understand buckets.

How FERO helped Hair Gain Now increase conversions by 5.5%

Background

Hair Gain Now knows confidence starts with great hair. Their science-backed formulas help people regain thicker, healthier hair. But even the best products face a challenge in the ultra-competitive beauty market.

Standing out in the crowded beauty industry isn’t just about having a great product. Rising customer acquisition costs and high abandonment rates made it clear: Shoppers needed more than just a great product. They needed reassurance to complete their purchase. With beauty and wellness being such personal choices, trust was everything.
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Solution

FERO’s insights revealed trust was key. Shoppers loved the products but needed proof they worked. Instead of discounts, Hair Gain Now optimised abandoned cart emails with real customer testimonials, dermatologist endorsements, and science-backed results.This change let to 5.5% more completed purchases and a lift in recovered sales.

"Really impressed with FERO - had their app installed for a couple of months now and it's already delivered great results for our checkout flows. The team at FERO are also super responsive and friendly. Couldn't recommend it highly enough!"

Marcus Livesey
Head of Ecommerce

Turn hesitation into action

Your customers have questions like: will this suit me? Will it fit me? Will they like it as a gift? Can I return it? Can I afford it? Do I really need it? The trick is to answer the right question at the right time. That’s where we come in.

Examples of hesitation
Price-sensitive shoppers
Indecisive shoppers
Shipping-sensitive shoppers
Casual browsers
How to take action
Send a small discount, loyalty benefits, or current offers
Share sizing guides, your returns policy, or a gift card
alternative (for gift buyers)
Offer free shipping, or remind them of the free shipping threshold
Offer a guest checkout option, address common concerns clearly, and add compelling reviews

Join the brands feeling the FERO effect

Stores using FERO experience a 10% conversion rate uplift (on average)

“An essential tool for anyone looking to gain deeper insights into their customer base, and drive more effective marketing efforts!”

Finn Lewis
Founder & Creative Director, Florence Black

Rated 5 stars on the Shopify app store

on Shopify

“Highly recommend this, has been great as a tool for us to gain a deeper understanding & increase checkout conversions. A very knowledgable & helpful team too.”

Russell Short
Co-Founder, B-YOND Performance

97% of e-commerce stores experience a conversion rate uplift

Why FERO

Unlock the Power of Data Driven Personalisation

With FERO, every customer's journey is uniquely tailored. Experience the thrill of elevated customer satisfaction and watch your conversion rates soar!

Behavioural Data
Demographic Data
Digital Footprint
Psychographic Data

Intent

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Decisiveness

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Price sensitivity

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Shipping cost sensitivity

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Gender

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Age

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Location

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Affluence

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Social media

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Device usage

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Streaming & media consumption

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Digital subscriptions

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Interests

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Lifestyle

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Values

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Attitudes

Identity which countries your customers visit to better utilise targeted ads and marketing efforts.

Frequent asked questions

It only takes around 10 minutes to set up
‍(and other popular questions)

What results can I expect from FERO?

Many brands see a conversion rate uplift of 8-10% after installing FERO, and we become an integral part of their marketing. We can’t guarantee it will work for everyone, which is why we offer a free trial.

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Will FERO work with my current website?

Yes, we work with all major e-commerce platforms, including Shopify, BigCommerce and WooCommerce.

Does every e-commerce store have good results with FERO?

Around 97% of e-commerce stores experience a swift uplift in their conversion rate after implementing our suggestions. If you don’t feel the benefit, there’s no need to continue beyond your free trial.

How long does FERO take to implement?

Installing FERO takes two clicks. From there, it’s just a matter of tweaking your abandoned cart email for your four different ‘types’ of users (~10 minutes of work), and you can then start recovering carts on autopilot. We’ll guide you through every step of the process.

What’s a normal abandoned cart rate?

The average e-commerce abandoned cart rate is 70.19%, and the average for Fashion, Accessories & Apparel is 78.53%. For small- and mid-sized e-commerce stores, it’s not uncommon for these figures to be even higher.

How will I know whether FERO has worked?

During your trial period, we’ll run an A/B test that randomly splits your traffic 50/50, adding each visitor to either the control or the FERO segments. At the end of the trial, you’ll see the performance of ‘with FERO’ versus ‘without FERO’ side by side.

What changes will you suggest?

We’ll recommend editing the wording and calls to action (CTAs) on your abandoned cart emails to get to the root of why customers in each segment left your site. But it doesn’t stop there; we’ll also recommend adjusting your images and visual assets to better align with each persona. Don’t worry – we’ll walk you through the whole process.

Any questions we didn’t cover?

Get in touch

Start recovering more carts on autopilot

Join the e-commerce stores enjoying 10% more revenue with FERO.

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Request a demo
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