'Pairs well with' bundle section on product pages: +2.03% purchases
Commentary byLiftArchiveOur analysis, not theirsAdding a 'Pairs well with' section that showed a complementary product at a bundle price lifted purchases by 2.03%.
Indian skincare brand Foxtale ran the test, published as a VWO case study.
Each pairing showed the standalone price, the bundle price, the saving and a results stat.
- Purchases: +2.03% compared with the control.
- Average order value was not reported, so the full revenue effect is unknown.
- No sample size, duration or confidence level was shared.
The change
The variant adds a 'Pairs well with' bundle offer below the product details.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed the product on its own, with no recommendations or pairing suggestions.
Variant
A 'Pairs well with' section below the product details showed a complementary product with its bundle price against its standalone price and the saving. For example, the serum page offered a face wash at Rs 104 instead of Rs 249, a Rs 145 saving, plus the share of users who saw results using both.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Many Foxtale visitors land straight on a product page and never see the wider range. The section brings a second product to them.
- Skincare is bought as a routine, so a relevant pairing feels useful rather than pushy.
- A clear, large saving gives shoppers a concrete reason to add the second item now.
- The stat about users seeing results from the pair adds social proof to the offer.
Caveats: No sample size, test length or significance level was given, and the effect on average order value was not reported. Results are as published in the vendor's case study.
Who ran it
Foxtale ran this test for Foxtale and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Foxtale →
How to run this test on your store
- Hypothesis
- If we show a complementary product with a bundle price and clear saving on the product page, then more visitors will buy because the pairing gives them a reason to add a second item.
- Primary metric
- Purchase conversion rate
- Guardrails
- Average order value
- Margin per order
- Add to Cart rate for the main product
- Who should test it
- Brands whose products are used together, like skincare routines, coffee and filters, or tools and parts. Stores selling one-off items with no natural pair probably won't benefit.
Questions
Do product pairing widgets increase sales?
They can when the pairing is relevant. Foxtale saw a 2.03% lift in purchases from a pairing with a clear bundle saving.
Should a bundle offer show the saving?
Showing the standalone price next to the bundle price makes the value easy to see. Foxtale showed both, plus the amount saved.
What should I measure when testing upsells?
Track purchase rate and average order value together.
A widget can raise order value while hurting conversion, or the other way round.
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