Teapro x FERO: How a fast-growing tea brand unlocked a 26.2% uplift at checkout
See how a controlled A/B test proved the revenue impact of a smoother checkout experience.
“A 26.2% uplift isn’t just a nice metric, it shows how much revenue was being left on the table. What excites me most is what that means as we scale.”
Meet Teapro
Teapro is a premium loose-leaf tea brand built around discovery and education. What started as a subscription concept designed to help customers explore different types of tea has evolved into a fast-growing ecommerce business selling loose-leaf teas, gift boxes, and highly popular matcha sets. Gifting plays a major role in demand, especially around seasonal peaks like Christmas, when bestselling products can sell out quickly.
The challenge
As Teapro scaled, complexity increased. Long production and shipping lead times made forecasting difficult, marketing became more competitive, and peak periods like Christmas amplified pressure on every part of the funnel.
Checkout wasn’t broken, but it wasn’t invisible either. A small number of customers reported confusion during purchase, site speed was an ongoing concern, and expectations had shifted.
“As a business owner, you’re constantly juggling priorities. You don’t always know where friction exists until customers start flagging it, and by then, every lost purchase really hurts.”
The experiment
Instead of redesigning the site or making risky changes during peak trading, Teapro partnered with FERO to run a controlled A/B test. The objective was clear: measure whether optimizing checkout would increase the number of shoppers who completed their purchase after adding items to cart.
The team at Teapro was cautious, having seen many tools promise results without delivering. “A lot of people sell you the dream, but you don’t actually see the impact,” she says. “Being able to test it properly before committing made a huge difference.”
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 26.2% uplift in completed purchases at checkout. More shoppers who had already shown strong buying intent went on to finish their order.
“Seeing the results was really reassuring. More people who put something in the cart actually ended up buying. It’s exciting, especially thinking about what that means as we scale.”
Why it worked
The uplift came from removing subtle friction at a critical moment. The optimised checkout focused on clarity, speed, and a smoother flow, helping customers understand what was happening and move confidently toward completion.
“It’s all about simplicity. Customers expect checkout to be seamless now. If anything feels unclear, they hesitate. Reducing that hesitation makes a real difference.”
By validating changes through a controlled A/B test and keeping disruption low during peak trading, Teapro turned insight into action and unlocked measurable growth exactly where it mattered most.