Crafty Brewing x FERO: How a craft beer brand drove a 32% uplift at checkout
See how Crafty Brewing made gifting beer effortless with a checkout built for speed and simplicity.
“It’s not only about just adding more payment methods, it’s the streamlined checkout. Less clutter, fewer distractions, and the right prompts at the right moment.”
Meet Crafty Brewing
Founded in 2014, Crafty Brewing is a UK-based independent brewery that has grown from small-batch production into a multi-brand business. Alongside its core beer range, the brand expanded into personalised beers for gifting, turning beer into a considered, high-value purchase.
With e-commerce now a core channel and a growing product catalogue, Crafty Brewing needed a checkout experience that could support scale, seasonal peaks, and personalised orders, without adding friction.
The challenge
As Crafty Brewing expanded into personalised beers and gifting, their checkout had to support a very different type of customer journey. Purchases were no longer impulsive, shoppers were comparing options, customising products, and making higher-value decisions.
Despite strong demand, Crafty Brewing hadn’t identified checkout performance as a problem. Conversion rates looked “good enough,” and there was no obvious reason to rebuild or redesign the site.
But beneath the surface, friction was creeping in: too many steps, too much information at the wrong moment, and subtle hesitations that caused customers to drop off just before completing their purchase. The challenge wasn’t traffic or product appeal, it was uncovering and removing hidden checkout friction without disrupting the existing site or customer experience.
The experiment
Rather than redesigning the website or making assumptions, Crafty Brewing ran a controlled A/B test with FERO to understand how checkout changes would perform in real conditions.
“It was a problem we didn’t know we had. It was only through the testing that we realised where the checkout was holding customers back.”
Traffic was split between the existing checkout and FERO’s optimised experience, allowing performance to be measured side by side with confidence. The focus was on simplifying the checkout flow, reducing visual clutter, and introducing subtle behavioural prompts at the moment customers decide whether to complete their purchase.
Importantly, products and payment methods remained the same, ensuring the results reflected checkout experience alone. The test required minimal setup, no disruption to the live site, and delivered clear, data-backed outcomes without lengthy development cycles.
An adaptive checkout engine that uses predictive AI to automatically adjust, showing the right design, layout, or payment option based on the shopper's behaviour. It integrates easily with ecommerce platforms and can be deployed in under 10 minutes.
The results
The A/B test delivered a 32% uplift in checkout conversion.
The improvement was immediate and statistically clear, giving Crafty Brewing the confidence to move quickly. Shortly after reviewing the results, they switched 100% of traffic to FERO’s checkout experience.
“For the amount of effort involved, a 32% uplift in checkout conversion is huge,” said Rick.
With the test complete, Crafty Brewing began annualising the impact and rolling the solution out with confidence, knowing the uplift wasn’t theoretical — it was already happening in live traffic.
Why it worked
The uplift wasn’t driven by new payment methods or changes to pricing. From Crafty Brewing’s perspective, the improvement came down to clarity and focus at the moment of purchase.
FERO’s checkout removed unnecessary distractions and simplified the final steps, helping customers stay confident in their decision rather than second-guessing it. Subtle behavioural prompts added urgency without pressure, nudging shoppers to complete their purchase instead of abandoning late in the journey.
This was especially important for personalised beers, where customers are often comparing options and factoring in delivery costs before committing. By making the checkout experience calmer and more decisive, FERO helped turn considered purchases into completed ones.