Lash Perfect x FERO
A Magento-powered beauty ecommerce store increased completed checkouts by 27.5% by simplifying their checkout experience with FERO.
“When we saw a 27.5% uplift in completed checkouts, it was clear the simpler approach was working. That’s exactly what we were aiming for: less friction, more conversion.”
Meet Lash Perfect
Lash Perfect is a Magento-powered beauty ecommerce store specialising in professional lash and cosmetic products.
Over time, the business evolved from a simple WordPress site into a more advanced Magento and Adobe Commerce setup, adding multiple payment options, a one-step checkout, and backend-assisted orders.
Everything was working. But at checkout, complexity had started to build.
Customers were faced with too many options and entry points, creating unnecessary friction at the most critical moment. Lash Perfect didn’t need more features.They needed clarity.
The Problem
Lash Perfect’s checkout wasn’t broken. It was overloaded.
Over time, different tools and payment methods had been added to improve flexibility and support different customer journeys. But instead of simplifying the experience, it created noise.
“We have Clearpay, PayPal Express and then add to cart… it’s kind of too much.”
Multiple express options and competing entry points made the checkout harder to navigate, especially for users who just wanted to complete their purchase quickly.
At the same time, a significant share of orders was still being handled manually through the backend, with customers calling in to ask questions before completing a purchase.
“Probably 30% of our traffic comes through the back end. People call us and ask what is the best solution.”
The online checkout wasn’t fully aligned with how customers actually behaved. The result wasn’t failure. It was inefficient. And in ecommerce, small inefficiencies at checkout quietly translate into lost revenue.
The Experiment
Lash Perfect wasn’t looking to rebuild their checkout.
They were already running a one-step solution and had invested time into optimising their Magento setup. The goal wasn’t a redesign. It was to simplify and improve what was already there.
FERO proposed a controlled A/B test against their existing checkout.
No migration. No long-term commitment. Just a clean experiment with real traffic, comparing two experiences and measuring the impact properly.
For a business that closely tracks performance, that approach made sense.
“That’s the best thing about an A/B test. If it works, the data is undeniable.”
The focus was clear from the start. Introduce a simpler, more structured checkout experience without disrupting operations, and let the results decide.
Making it work on a complex Magento setup
Lash Perfect runs a heavily customised Magento setup on Adobe Commerce Cloud, with multiple extensions and a development team operating across different time zones.
This wasn’t a standard implementation.
From the beginning, the focus was on integrating FERO in a way that worked with their existing setup, without disrupting ongoing operations. The rollout was handled through staging, with close coordination between teams to ensure everything was aligned before going live.
Support played a key role throughout the process.
FERO worked directly with Lash Perfect’s developers, adapting to their setup and moving quickly when adjustments were needed.
“They understood the problem and managed to agree what to do and when.”
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.
Results that made the decision easy
The A/B test ran with real traffic, comparing Lash Perfect’s existing checkout against FERO’s experience. Even with a relatively small sample size, the results were clear. FERO delivered a 27.5% uplift in completed checkouts.
“When we saw the uplift, it was clear the simpler approach was working.”
This wasn’t about adding new features or redesigning the experience, but about removing friction. A more compact layout, fewer distractions, and a clearer flow made it easier for customers to complete their purchase without hesitation. For Lash Perfect , this means extracting more value from the same traffic, improving efficiency across both online and assisted orders, and aligning the checkout with how their customers actually buy. Because at checkout, small improvements don’t stay small—they compound into revenue.
Collaboration that made it possible
Beyond the results, what stood out for Lash Perfect’s was how the collaboration worked in practice. With a Magento setup supported by an external development team, coordination is often where things slow down.
In this case, it didn’t. FERO worked directly with their developers, aligned on priorities, and adapted quickly to their setup. Communication was consistent, decisions were clear, and the process moved forward without unnecessary friction. “It doesn’t feel like working with a startup… the team knows what they’re doing.”
The implementation felt like collaboration, not escalation.
The takeaway
Lash Perfect didn’t need a new checkout. They needed a simpler one. By reducing noise, aligning the experience with real customer behaviour, and focusing on clarity over complexity, they achieved a 27.5% uplift in completed checkouts without rebuilding their stack.
For Magento-powered ecommerce businesses, the lesson is straightforward. Checkout performance isn’t just about adding features. It’s about removing the ones that get in the way.
