Serious Pig x FERO: How a seriously tasty brand nailed a seriously smooth checkout — and a 27% lift
See how Serious Pig turned checkout frustration into customer confidence with a smoother, smarter path to purchase.
“Very, very nice people to deal with and very responsive. People jumped on issues quickly and seemed to care about our account … more than can be said for other platforms we’ve dealt with”
Meet Serious Pig
Founded over a decade ago, Serious Pig is a UK-based snack brand on a mission to reinvent the classic pub snack. What started with a "posh pepperami" has evolved into a bold product line now stocked in Sainsbury’s, Tesco, and topping Amazon snack charts. Their snacking cheese and artisan pickles are beloved by foodies and gift-givers alike.
With strong retail presence and B2B partnerships with beer brands, Ryan McCann has increasingly focused on e-commerce as a direct channel for growth, especially in the booming gifting space.
The Checkout Problem
Despite offering high-quality products, Serious Pig’s online checkout was clearly a point of friction. Over time, the team had tried multiple WooCommerce checkout plugins, but recurring issues persisted. The plugin they were using often broke with updates, leading to technical friction and a loss of customer trust.
“We would get messages saying, ‘I think I placed my order,’ or their details would come through wrong.”
The experience was frustrating enough that they even considered building a new checkout from scratch.
Discovering FERO
Timing couldn’t have been better. Shortly after discussing the checkout internally, Ryan got a call from the FERO team. The pitch was simple: replace your current WooCommerce checkout with an adaptive, UX-friendly version designed to increase speed and trust.
What followed was a straightforward onboarding process and a two-week A/B test comparing Serious Pig’s existing checkout to FERO’s. Ryan talked about his experience collaborating with FERO:
“Very, very nice people to deal with and very responsive. People jumped on issues quickly and seemed to care about our account … more than can be said for other platforms we’ve dealt with.”
Testing through the Friction
As with most live implementations, a few technical wrinkles emerged early on. But with fast collaboration between both teams, these were resolved quickly.
Despite the bumps, the test delivered a clear outcome: a 27% increase in checkout conversion rate after two weeks of testing. While Ryan is keeping an eye on long-term performance, the early outcome has been encouraging.
“I’ve checked out using both versions a dozen times. One is clearly superior in terms of speed and ease. So it must have a positive effect.”
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 Checkout Experience Customers Actually Trust
For Serious Pig, speed and trust are critical to e-commerce success. With FERO, the checkout experience now feels fast, modern, and more aligned with customer expectations, even on WooCommerce.
“Anything that gets us closer to a one-click checkout is what we want. FERO remembers people, profiles them, and gets them closer to that.”
Looking ahead, Serious Pig plans to continue growing its DTC channel, particularly in the high-performing gifting category. And with a smoother checkout in place, the path to purchase is no longer a bottleneck.