Built for Longevity: How MUTO Improved Checkout Conversions by 27.7% with FERO Smart Checkout
By applying the same scientific precision behind its products to its checkout, MUTO proved that optimization, not guesswork, drives real growth
“When you see that kind of improvement, it reinforces why you test and measure everything. As in nutrition — you don’t guess, you track. FERO kept it simple: test it, prove it, and move forward.”
Meet MUTO Longevity
MUTO Longevity is a UK-based wellness brand founded by Dr Richie Barclay, a PhD researcher with a background in sports science and nutrition. The brand’s mission is clear: to make longevity science accessible through clinically-backed, daily-use supplements that actually work.
As MUTO’s customer base grew, the focus turned to improving how people experienced the brand online. Richie wanted the website to feel as polished and intentional as the product itself.
“The product has always performed really well,” he said, “but we wanted the website to be as sharp and efficient as the brand promises.”
The Golden Opportunity to Optimise
MUTO runs on WooCommerce, with a custom build designed in-house. Over time, Richie and his team had fine-tuned everything from creative to conversion rate optimisation. But one area still felt under-optimised: the checkout.
“You can have the best funnel and ad strategy in the world,” he said, “but if your checkout doesn’t convert, you’re wasting energy.”
Given his background in data and behavioural science, Richie’s approach was simple: identify friction, test, and measure. That made FERO Smart Checkout an obvious partner.
“You want to prove it in data,” Richie said. “And I’m a data guy, so I appreciated that from the start.”
Running the Test
Together, MUTO and FERO set up a straightforward A/B test, comparing the existing WooCommerce checkout against FERO Smart Checkout, a cleaner, single-page design built for speed and trust.
Richie was immediately drawn to its simplicity: “It looks like Shopify, which people are familiar with. They feel comfortable and they trust that look and feel.”
The implementation was quick and light-touch. “It was a super seamless process,” he noted. “FERO handled everything with our developer. We didn’t really have to do too much heavy lifting.”
Within just two weeks, the results were clear: a 27.7% uplift in checkout conversions.
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.
From Data to Confidence
For Richie, the results weren’t just a lift in numbers; they validated the philosophy that drives both MUTO’s products and its business strategy.
“When you see that kind of improvement, it reinforces why you test and measure everything,” he said. “It’s the same as in nutrition. You don’t guess, you track.”
The increased conversion rate gave MUTO a stronger foundation to scale sustainably. It also highlighted how small, evidence-based improvements can compound into long-term growth.
“There’s so much noise in eCommerce,” Richie added. “FERO kept it simple — test it, prove it, and move forward.”
Longevity as a Business Philosophy
At its core, MUTO’s work is about helping people live better for longer, and that ethos now runs through the entire customer journey. By bringing the same scientific precision that drives its products to its eCommerce strategy, the brand continues to grow with intention.
The uplift gave MUTO the confidence to focus more on growth initiatives such as retention, average order value, and subscription experience. Each improvement builds on the last, mirroring how the brand approaches human performance.
Richie sees this not as a project but as an ongoing mindset.“We’re obsessed with optimisation,” he said. “It’s in our DNA, and FERO helped us extend that into how we sell, not just what we make.”
For him, checkout optimisation isn’t just about sales numbers; it’s about trust. A smooth, seamless checkout experience reflects the quality and credibility customers expect from a science-led wellness brand.