Foxtale is an Indian D2C skin care brand. The company provides moisturisers, vitamin c serum, sunscreen, face wash, and many more skin care products, enabling customers to use quality skincare products. The company realised that their Shopify store’s low performance was impacting their revenue as users started dropping off. Certain areas of their store had significant load times and some components were repeatedly breaking due to the load generated via custom development. Moreover, their current theme became outdated due to the newer versions available. Their team assigned DevX as their tech partners to solve these problems.
We started by an audit to understand their existing code quality. After analysing we were able to identify certain fundamental problems that needed to be addressed.
We found many broken links on several components such as images, collections and product description pages. We rectified broken links, removed unused lines of code and reduced code execution time by improving the code quality. We reduced third party plugins that slowed the website and built our own custom tech to improve the existing speed of the website. Along with this analysis, we added our own set of refinements in features at home page, PDP and cart to further boost the conversions on the website.
All these efforts led to a significant improvement in the GTmetrix score of the website along with a more smoothened consumer journey and better conversion metrics. With DevX as its dedicated tech partner, Foxtale is continuously further optimising its tech performance and innovating everyday.
