Alex LawsonAustralian women’s fashion label Serafina is proving that growth doesn’t always need to be significant changes to be effective. By implementing a thoughtfully optimised checkout experience, the brand has unlocked a steady stream of incremental revenue, achieving a 14.8x ROI in just a few months.
Rather than relying on disruptive tactics, Serafina’s approach works seamlessly in the background, intelligently cross-selling complementary categories to different shoppers at the moment it matters most. As more women’s fashion brands come on board, Serafina highlights how setting up always-on drivers is a smart first phase approach to a longer term checkout strategy.
Serafina’s Smart Checkout Results So Far:
"Setup was straightforward and results started coming through quickly. What we like is that it just works in the background, consistently adding value. Now we’re focused on building on that foundation and seeing how far we can take it."
Free Shipping
A standout contributor subtly guiding customers toward higher-value carts without interrupting the buying journey. Checkout messaging like “You’re only $$ away from free shipping” creates a clear, achievable incentive that nudges shoppers to add just one more item to unlock additional value.
Free 'Express' Shipping
The team have compounded free shipping with an additional express service threshold for higher value carts. In women’s fashion, where purchases are often tied to specific occasions or immediate wear, the appeal of getting items sooner can be a strong motivator and this component is proof of that.
Upsell List
This component performs well for brands like Serafina as it plays into the discovery aspect of fashion retail. Shoppers may arrive for a single item but are highly receptive to inspiration, especially when it’s tailored to their selection. Their broad range of products at different price points means there’s almost always a logical, affordable item to pair with what’s already in the cart, lowering friction and increasing conversion.
Trust Signals
Whilst simple, these signals are deliberately aligned with the key considerations of a women’s fashion shopper. Incentives like free shipping over $130 and free 30-day exchanges directly address two of the biggest purchase barriers in apparel: added costs and uncertainty around fit.
The “Australian designed & owned” message strengthens emotional trust and positions Serafina as a local, female-led brand that understands its audience, which is particularly compelling in a category driven by personal style and relatability.
"It’s a simple way to unlock more value from traffic we already have, with consistent gains that compound over time."
The Serafina x Checkout Components Partnership
This checkout is a great example of how multiple components can work in harmony to deliver consistent results over time. With a total of nine components currently implemented, each element plays a specific role. Notable additions like final sale line item messaging help set clear expectations upfront. While the “shipping delays” banner, demonstrates a proactive approach to transparency during peak trade periods. By communicating potential delays early, the brand builds trust and mitigates support queries without compromising conversion.
Looking ahead, Serafina is well positioned to unlock even more value by exploring our branding feature to seamlessly extend the look and feel of their storefront into checkout, while tapping into our new A/B testing capabilities to uncover deeper performance insights and growth!
Whether it’s gearing up for new campaign launches, kick starting as a new merchant, or tailoring the checkout experience to different customer segments, we work closely with your team to ensure every optimisation delivers real impact.
And if there’s a feature you’ve been thinking about that could elevate your checkout even further, we’re always ready to build, test, and bring it to life together.
Book a call HERE or Install Now 🛍️