FERO

FERO is an ecommerce plug-in that helps brands and founders break down why different customers might abandon their cart and tailor their messaging accordingly. It helps brands squeeze more out of the hard-earned traffic they already have.

Having worked very hands-on with a couple of ecommerce brands, I had first-hand experience of the issue FERO was trying to solve. But like many ecommerce brand owners, I hadn’t really realised it was an issue.

We settle for low conversion rates, because industry benchmarking tells us they’re ‘good enough’. And the first place we should be looking to fix? Leaky, generic checkout pages. How? By instantly segmenting customers by what matters to them (price-sensitivity, time-sensitivity, etc) and tailoring the checkout page to their needs, for their eyes.

We needed to help FERO’s audience become problem-aware, and provide useful information to help.

We worked on three white papers to educate brands on the importance of optimisation at each stage of the checkout experience, and how this can pay off — even for smaller brands.

We also chunked up the main themes of each white paper into snappier blog posts.

I interviewed several members of the team to gain a deep understanding of FERO’s product, but also to squeeze out what they stood for, which meant I was able to draft insights from them directly within the papers. These turned into some of my favourite sections. I also looked further afield, of course, drawing on existing research, and reaching out to other marketing and ecommerce leaders for their take on key topics.

Each whitepaper was targeted towards a different ICP. I developed the theme for each whitepaper, and sent an outline and Loom over to the FERO team to review before getting started. I also planned and wrote four shorter blog posts around the same theme.  

A couple of months later, FERO were looking for a copywriter to support them with their new website, and we worked together once again to bring it to life. 

I already had a solid understanding of the product from our previous work together, but of course, I went deeper this time. 

My favourite part was interviewing four of FERO’s customers to lay the groundwork for the website copy itself, including identifying the key jobs to be done, and to meet the people doing them. 

I love getting to speak to customers in this way. I love how you see them completely relax when they realise you’re not part of the core team – you get to the really honest and useful parts. They had plenty of good things to say about FERO, too (which we were counting on: their results had been impressive) so I was able to repurpose our conversations (with permission) into mini case studies, without getting the wooden praise that comes from telling customers you’re interviewing them for a case study.