About Foxtale
Foxtale is an Indian skincare brand selling evidence-backed formulations for skin concerns. The brand has built a following among consumers across India who take skincare seriously and expect products to deliver on what they promise.
Skincare routines rarely rely on a single product, but getting visitors to choose a bundle of products while they’re on a single product page is a different problem. Foxtale turned to Wingify to figure out how to increase bundled purchases and improve overall user experience.
Why Wingify?
Wingify gives us a genuinely complete experimentation stack. The segmentation and audience targeting are granular enough to isolate exactly the cohort we care about, and the reporting, both quantitative and qualitative, lets us slice results without exporting anything.
Eesha Verma Product Manager
Goal
A significant share of Foxtale’s visitors land directly on product description pages (PDP), which means they’re making a purchase decision without actually viewing the rest of the catalog. The team knew there was an upselling opportunity here, but the question was how to make the recommendation compelling enough for a buyer.
Observations
The team used Wingify Behavior Analytics, including session recordings and heatmaps, and analyzed the reports with Wingz to understand how visitors were interacting with the PDP before deciding what to test.
The qualitative analysis made it clear that recommending another product isn’t enough on its own. Visitors need a reason to buy it alongside what they’re already considering, and that reason has to be personalized enough to feel relevant rather than generic.
Tests run
The observation led to running an A/B test. The Foxtale team used the Wingify Experimentation Suite for this purpose.
Hypothesis
Showing complementary products on the PDP with a clear reason for the pairing and an explicit bundle saving gives visitors a reason to add a second product. This would increase both multi-product purchases and average order value.
Changes Implemented
The control showed no product recommendation or pairing suggestion on the PDP. Visitors saw the product in isolation with no dedicated section to consider anything else.
The variation introduced a “Pairs well with” section below the product information. It had complementary products alongside the current item, a bundle price against the standalone price, and explicit savings.
For example, a visitor on the Niacinamide Clarifying Serum page would see the Oil and Acne Control Face Wash priced at ₹104 as a pair against ₹249 on its own, with a ₹145 saving called out clearly. Plus, social proof showing the percentage of users who saw results from using the products together was included at the bottom of the section.
Results
The variation won against the control, and purchases increased by 2.03%. The test validates that a relevant product pairing with a tangible saving gives visitors enough of a reason to add more to their cart.
Overall impact
2.03% increase in purchases
+ 2.03%
Conclusion
Upselling on a PDP fails when it feels like a push. What worked for Foxtale was treating the recommendation as genuinely useful information: here’s what pairs with this product, here’s why, and here’s what you save. That framing, tested and validated through Wingify, turned a single-product visit into a multi-product purchase for measurably more visitors.
Start a demo with Wingify and see how experience optimization can benefit your product pages and website.
