It’s not easy being a fashion brand

Clothing brands have 12% higher abandoned cart rates than the average. If yours is high too, you’re not alone.

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Pain points for fashion brands

E-commerce fashion brand founders and marketing managers often tell us

Discounts ruin margins

They rely on discounts to recover carts, eating into their already narrow fashion margins

Reduce CAC

They’re struggling to balance CAC with high return rates, and need to get more value from traffic they already have

Understand drop-off

They’re frustrated by not knowing why visitors drop off, or where

Sustainability is costly

They’re investing in sustainability, but their eco-conscious shoppers don’t realise how much work they’re putting into it

Customer motivation

They don’t know exactly why their customers choose them, so they can’t double down on their competitive differentiation

Convert more

They feel like they could be doing more to convert customers, but they don’t know where to start

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 clothes too expensive, one got distracted, and one wasn’t sure about sizing. Three distinct reasons, all flattened into one reported outcome: ‘abandoned’.

How Florence Black grew their revenue by 11.8% with FERO

Background

Florence Black, the quintessential luxury British fashion brand, was grappling with a thorny challenge: over 90% of customers were abandoning their carts at checkout. For luxury fashion, that’s not exactly a shocker. Shoppers often want a bit more wooing before committing to that first splurge. After all, the average consideration time for high-end purchases is around 20 days. But something else was clearly holding Florence Black’s customers back at checkout. We knew we could help them turn that hesitation into confidence, and those abandoned carts into chic new wardrobes.

Solution

By combining FERO’s smart segmentation with simple abandoned cart email copy changes, Florence Black’s revenue increased by 11.8% – nearly overnight. They’ve reinvested this money into building their brand, hiring a photographer for their upcoming fashion show, and ordering more stock in advance, propelling their small brand forward to even bigger things.

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

Time to flip the script on your conversions

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

Go beyond demographics & fixed rules

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 drove 5% revenue growth for WildBounds

Background

WildBounds is a lifestyle and outdoor gear brand with a knack for curating products that inspire adventure. But even the most intrepid explorers can lose their way—especially at the checkout. With a cart abandonment rate nudging 80%, WildBounds knew they were leaving potential revenue on the table. The problem was compounded by their global audience: outdoor enthusiasts in the UK, US, and Europe, each with unique preferences and behaviours. Personalisation was key to connecting with these adventurers, but doing it well across such a diverse customer base felt futile and unachievable.

Solution

By observing visitor behaviour that led to cart abandonment, FERO helped WildBounds identify not just who abandoned their cart, but why. Was it a shipping cost that scared them off? A payment issue? Or just a simple case of "I'll come back later"? With segmentation based on reasons for abandonment and customer location, WildBounds tailored their emails to resonate better. The result? A revenue uplift of more than 5% and an improved blended marketing ROI of more than 12x.

"FERO is an exceptional platform for gaining a broader and deeper understanding of your customers, including their online shopping motivations and anxieties. It’s become an indispensable part of our marketing eco system. Their team of data scientists are clearly very switched on, putting them at the forefront of the drive to more precisely and effectively address end customer concerns in a way that directly influences their purchasing behaviours."

Tom Oswald

CEO

Results you can rely on

Customers report a 10% conversion rate uplift thanks to tailoring the checkout experience.

"We've had the Checkout Companion running for two months now, and so far loving the results! Interesting for learning more about customer behaviour and recognising certain patterns. Recommended!"

Laura Saarinen

CEO, Lilja the Label

Managing more than 100M checkouts annually on Shopify

5 star rating on Shopify

Finn Christo

Head of E-commerce, Built for Athletes

"FERO has been great for our store! It’s incredibly easy to use, boosts conversions, and provides valuable insights into our customers and their behaviour. The platform is fantastic, and the team behind it is amazing! I highly recommend this app!"

Elliot Fuentes

Head of CRM, CDLP

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?

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The trick is to answer the right question at the right time. That’s where we come in.

Examples of hesitation

Price-sensitive

Indecisive

Shipping-sensitive

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 discounted/free shipping, or remind them of the free shipping threshold

Offer a guest checkout option, address common concerns clearly, and add compelling reviews

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!