How Parah Group Boosted a Client’s Conversion Rate by 20%+ and Increased AOV by 40% with Nelio A/B Testing.
The Company
Parah Group is a data-driven profit optimization agency that helps businesses maximize their online performance through A/B testing, UX improvements, and data analytics. They specialize in enhancing user experience and increasing conversion rates by using evidence-based strategies.
They focus on profit optimization rather than just conversion rate optimization, highlighting strategies like merchandising, bundling, and post-purchase upsells to drive higher average order values.
The Challenge
Parah Group‘s main goal before using Nelio A/B Testing was to find an easy-to-install and cost-effective solution for WordPress clients new to A/B testing. Since they primarily worked with Shopify rather than WordPress, they were accustomed to native Shopify integrations that offer seamless, one-click setups.
While they had experience with other A/B testing tools like Convert and VWO, they found them overpriced and not entirely satisfactory.
For their WordPress clients, they needed something more accessible and budget-friendly, especially for brands hesitant to invest heavily in A/B testing.
Parah Group began using Nelio A/B Testing on its client’s website, STRNG Seeds, a company committed to delivering high-quality seeds to growers.
The Solution
Nelio A/B Testing has served as a great entry point for these WordPress brands, and particularly to STRNG Seeds, making the transition into experimentation smoother and more affordable. Nelio A/B Testing is easy to install and worked right out the box – they didn’t have to do many customizations for it to work.
Nelio A/B Testing pricing is fair, and offers the same capabilities as more expensive solutions. So, they could run every test they wanted to run.
A/B Testing Setup
They started by analyzing their client’s website, where the most traffic was going to identify high-impact areas for testing. The initial focus was on product pages and the homepage.
The first test on product pages evaluated whether adding an upsell would affect conversion rates and average order value (AOV). On the homepage, the priority was optimizing the hero banner by improving the headline, clarifying the value proposition, and adding social proof to ensure visitors immediately understood the brand and its credibility.
Another key test involved adding a user-generated content (UGC) section to reinforce trust, particularly for first-time visitors unfamiliar with the brand.
A significant experiment on product pages tested the impact of removing the single-unit purchase option for products available in packs of three, six, and twelve. Surprisingly, this change had no negative effect on conversion rates but led to a substantial increase in AOV, demonstrating that customers were willing to buy in larger quantities without hesitation.
✨ Key Features Used
- Parah Group found the Split URL testing feature particularly useful, as they build numerous unique landing pages. This feature allowed them to test different offers, hero banners, layouts, and landing page styles—such as advertorials, listicles, and pre-sell pages. By running Split URL tests, they could optimize landing page experiences and ensure the highest-performing versions aligned with their ad campaigns.
🔧 Implementation Process
- The integration of Nelio A/B Testing with their client’s website was very easy.
- Parah Group, whenever they launch a new A/B testing platform for a client, always run an initial A/B test to confirm that everything is set up properly and events are firing correctly.
- Within a day they launched their first A/B test and could verify the tool.
- They began running tests on product pages, without requiring developer assistance or support from the Nelio team.
Nelio A/B Testing has been incredibly easy to use. Not only is it simple and cost-effective, but when you compare it to other platforms that do the same thing, the price difference is huge.
Andrew Cowan
Founder of Parah Group
Results & Key Metrics
Thanks to Nelio A/B Testing, Parah Group boosted the conversion rate of its client around a 20%.
On the homepage, they changed the destination of the Hero Banner CTA, and that led to a 27% increase in revenue.
They weren’t originally sending traffic to the right places, which gave them a lot of low-hanging fruit to work with and optimize.
Just from the latest test they ran, they saw a 30% increase in revenue.
That test involved hiding the one-pack option, which turned out to be really effective. It actually increased the conversion rate by 20%.
The theory of Andrew Cowan, Parah Group founder, is that there’s always a balance between offering too many choices and too few. By removing an option, they likely reduced decision fatigue, which made it easier for customers to complete their purchase—even though they ended up paying more.
Parah Group increased the average order value of its client by 40% with Nelio A/B Testing.
When looking at the overall impact of all their A/B tests, the results have been great. When they started back in November, their average order value (AOV) was around $45–$50. Now, thanks to the optimizations they’ve made, it’s up to $65—that’s a 40%+ increase in AOV, along with an improved conversion rate. So overall, it’s been really successful.
Unexpected Insights
Not necessarily surprising, but Nelio A/B Testing really reinforced the idea that less is sometimes more.
A lot of brands assume that the more elements, options, and information they add to a page, the more likely visitors are to convert. But in reality, that often backfires. When a page looks too cluttered, visitors struggle to focus on what’s truly important, and they get overwhelmed. And when people feel overwhelmed, they freeze—they don’t take action.
Parah Group’s founder has verified with Nelio A/B Testing that simplifying the website—removing unnecessary features, reducing options, and making the path to conversion as clear as possible—has worked really well for this brand:
Many brands get ideas from different sources—friends, competitors, or trends—and instead of deciding what’s truly essential, they just keep adding more and more elements. They think “if I add more, I’ll get better results”, but in most cases, it just makes things worse.That’s why working with websites that have been around for a while is interesting—they tend to accumulate a lot of extra stuff. Some of my biggest wins come from simply decluttering the space.
What Parah Group Has to Say
Impact on Business
Implementing A/B testing has allowed our client to scale up their acquisition efforts. Previously, their ads had hit a plateau—they couldn’t increase ad spend beyond a certain point without becoming unprofitable.
But thanks to improvements in conversion rates, average order value, and revenue per visitor, they were finally able to increase ad spend profitably, which helped them scale their business significantly over the past few months.
Overall Experience
Our experience with Nelio A/B Testing has been great! It has been a very cost-effective way to achieve significant results. If I look at the ROI on A/B testing for this brand, the number would be so high that it almost wouldn’t sound real. It has been incredibly valuable.
It’s also been very easy to use. Our developer has had little to no issues, and if anything comes up, he’s able to resolve it quickly.
Would You Recommend Nelio A/B Testing?
Absolutely! It’s been incredibly easy to use. Not only is it simple and cost-effective, but when you compare it to other platforms that do the same thing, the price difference is huge. Asking a brand to spend $200 per month on testing versus $600, $700, or even $800 on other platforms is a no-brainer.
Take STRNG Seeds, for example. I don’t think they would have even considered A/B testing if we had to use a more expensive tool like Convert or VWO. But Nelio A/B Testing made it accessible, and as a result, they were able to unlock valuable insights and significant wins that wouldn’t have been possible otherwise.
Take your Business to the Next Level
Get Real Data About Your Visitors and Convert Them Into Customers
