Brewing better checkouts: My Dear Beer boosts conversions by 24% with FERO

Encourage people to discover great beers and inspire them to try something new — with a checkout that keeps up.

Food & Beverage
My Dear Beer

My Dear Beer is a young beverage brand with a clear mission: encourage people to discover great beers and inspire them to try something new. Through their webshop and subscription service, they curate unique selections that broaden customers’ tastes and appreciation for quality brews.

Like many lean startups, they work with an external agency for their WooCommerce store development and face common challenges: limited resources, rigid WordPress templates, and a long wish list of improvements waiting to be made.

Challenge: Limited flexibility, no real measurement

Founder Lennard Terlouw knew checkout was a critical lever for growth. But most changes felt like guesswork.

“We would move a button or change the layout in the checkout page, but didn’t really measure it. With our WordPress template, I was also bound in what I could do.” – Lennard Terlouw, Founder, My Dear Beer

Without proper A/B testing or in-house developers, changes were slow and difficult to measure. On top of that, Lennard wanted reassurance that any new partner would keep customer data safe and GDPR-compliant.

Solution: Smart checkout, simple setup

In mid-2025, My Dear Beer partnered with FERO to trial our Smart Checkout.

What is FERO Smart Checkout?
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 onboarding was simple and supportive: FERO paired easy self-serve installation with live calls to walk through every technical detail together. GDPR concerns were quickly addressed too: all data stays within the webshop and is used only to optimise the checkout.

What also impressed Lennard was how FERO’s checkout adapts to each shopper. This meant customers weren’t forced through a one-size-fits-all template but experienced a checkout that is tailored to their preferences.

“With FERO, there’s more knowledge on how a checkout should look, and it adapts! It looks different for different people, and that’s a really good thing.”

Combined with FERO’s “no cure, no pay” pricing model, the decision to test was straightforward: “It’s no cure, no pay. Why wouldn’t you try it? For us it’s a no-brainer.”

Results: 24% uplift, measured in real time

In their first two weeks of A/B testing using FERO Smart Checkout, My Dear Beer achieved a 24% uplift in checkout conversions. This uplift meant more completed orders and more revenue flowing through the store.

My Dear Beer results

For the first time, Lennard could see real-time conversion changes instead of relying on assumptions. Coming from rigid templates and limited visibility, the clarity felt like a breakthrough.

“I didn’t really measure it before. That’s with FERO, it’s instantly measured. You can see the change in the checkout conversion rate.”

Beyond the uplift, Lennard highlighted the quality of communication. “Calls were quick to arrange, Slack messages got fast replies, and different team members were available when needed.”

Looking Ahead: A partnership built for long-term success

For many small but ambitious ecommerce brands, checkout optimisation can feel like a complete black box – constrained by templates, developer time, or the risk of trying something new.

My Dear Beer’s story proves FERO’s approach: simple to set up, low-risk, and focused on tangible results.

For My Dear Beer, FERO is more than another checkout plug-in. It’s a partner that makes conversion growth data-driven, transparent, and easy to trust.

The first two weeks delivered a 24% uplift. Next up: scaling together and turning every new test into conversion growth.