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ThrillX | UX/UI Design Agency | World Class Digital Products

Driving 174% increase in conversions for Parcil Safety through full-scale CRO

Parcil Safety needed a data-driven approach to boost conversions without a full redesign. Through structured experimentation, we ran dozens of A/B tests, refining landing pages, funnel flow, and site navigation. By leveraging user behavior data and CRO best practices, we increased their conversion rate by over 174%, positioning them for sustained growth.

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Overview

We redesigned WMDC’s website and continue working with them on a Conversion Rate Optimization engagement. Our process involved both qualitative and quantitative research methods, leveraging tools such as heatmaps, user recordings, and surveys to gain a better understanding of how users were interacting with the website. This allowed us to identify areas for improvement, conversion blockers, and make data-driven decisions. Throughout several hours of strategy work and research, we were able to implement a number of changes to the website, leading to a substantial increase in all major KPIs.
“We found ThrillX through a podcast from someone I know on LinkedIn. We interviewed 3–4 different companies, but I connected with Arsh. He brought up things I believed to be true, such as that we didn’t need a whole redesign and needed to focus on increasing our conversion rate. We’ve seen a massive increase in our conversion rate. ThrillX is excellent at delivering work in a timely manner, and its communication is one of the best of the agencies I’ve worked with. ThrillX has gone above and beyond the scope we’ve signed. The team is very quick to respond and flexible with how we pay them, moving the same budget to different roles.”

Cody Voelker

President & Chief Sales Officer, Parcil Safety

The Results

+174%
Increase in overall conversion rates
+$2.39M

Increase in incremental projected revenue

+32%
Increase in average order value

Top Performing A/B Tests

Optimizing the homepage above-the-fold

Hypothesis:

By having a clearer value proposition, introducing social proof, and improving the visual hierarchy of the above the fold section of the homepage, this will increase the motivation for users to shop on product pages and therefore increase conversions.

Goal:

Increase motivation through clarity of value proposition and reducing fear, uncertainty, and doubts early in the journey to therefore increase conversions.
64%
increase in conversions
72%

increase in RPV

$342k

incremental annual revenue generated

Before:

After:

Include icons on the navigation menu

Hypothesis:

Improving the navigation by adding images to each category will help users move quicker and more efficiently to the right pages, and by doing so we can drive more conversions.

Goal:

Increase PDP visits, CVR, and RPV

60.7%

increase in conversions

92%
increase in RPV
$488k

incremental annual revenue generated

Before:

After:

Include category icons on homepage

Hypothesis:

Adding industry icons at the top of the homepage shall help increase user’s awareness of the range of products available on the website and the people served, thus helping to increase collection and PDP visits.

Goal:

Increase collection and PDP visits, navigation and CVR

18%
increase in conversions
$114k

incremental annual revenue generated

12.7%

increase in RPV

Before:

After:

Including thumbnails on the collection page

Hypothesis:

We noticed lots of clicks on the product page of people interacting with thumbnails. By introducing those same thumbnails for each product on the collection page, we can increase clickthrough and thus conversions.

Goal:

Increase PDP visits and CVR

22.2%
increase in conversions
7%
increase in AOV
$143k

incremental annual revenue generated

Before:

After:

Include "value prop" icons above the fold and underneath ATC

Hypothesis:

People don’t read, they scan. By adding blue value prop icons above the fold on the product page and reducing fear, uncertainty, and doubts (i.e – money back guarantee, warranty, etc) underneath the add to cart button, we can increase conversions.

Goal:

Increase collection and PDP visits, navigation and CVR

32%
increase in conversions
14.4%

increase in RPV

$68k

incremental annual revenue generated

Before:

After:

Exposed and rotating search bar menu

Hypothesis:

We noticed users who used the search bar were converting 3-4X more than those who didn’t search. By exposing the search bar menu and having it rotate text prompting users to search (“search for gas masks, filters, etc”), we can drive more PDP visits and thus conversions.

Goal:

Increase PDP visits and CVR 

15%
increase in conversions
10.8%

increase in RPV

$118k

incremental annual revenue generated

Before:

After:

Testing different custom landing pages

We believe in full-funnel CRO. This means that CRO is not just limited to A/B testing. We want to go for big swing changes that will really move the needle. Based on the insights, research, and vast amount of data we collected, we created a custom landing page page to A/B test against the original version. We saw a substantial increase in several key metrics.

80%

increase in conversions

29%

increase in RPV

44%

increase in PDP views

Before

After

GA4 Analysis

As we do with all Conversion Rate Optimization engagements, we start with doing a deep-dive analysis of GA4. One of the primary pieces of insight was the funnel analysis, in which we identified Parcil was underindexed on their view product rate which should be around 50-70%. This was the biggest area of focus for us in subsequent parts of our engagement.

Deep-dive into the current state

Before even touching a single pixel of code or design, our team dove deep into the current analytics of Parcil Safety. We discovered that the majority of users were on mobile, and the bounce rate was very high while the session duration was low. The main area of opportunity was driving more people to add to the cart while also getting people to actually engage and scroll on the site, as the majority were bouncing immediately due to a poor value proposition.

Conducting several user-tests (VOLUME UP)

We interviewed Parcil Safety’s exact target demographic to collect direct customer feedback. We identified a whopping 30-35 usability issues PER VIDEO that substantially informed our final design decisions. Some of these included the fact that people weren’t sure whether Parcil Safety was a reseller or not and that the website overall lacked credibility and trust.

Scroll maps to identify areas of drop-off

Our team analyzed scroll maps on key pages of the website to identify the biggest drop-off points and areas of opportunity. Some of the biggest findings included the fact that people weren’t scrolling past the 6th product on the collection page, and that there was substantial drop-off in most points of the above-the-fold.

Gathering Insights Through Surveys

We set up multiple surveys at critical points of the user journey to capture important insights that served as the basis for future decisions. We aimed to align the survey questions with the main business goals and KPIs, including conversion rates, AOV, customer satisfaction, etc. Each survey question was designed to pull both qualitative and quantitative data. We deployed a total of 6 surveys (including tailored experiences for mobile versus desktop).

Quantitative and Qualitative Insights

We uncovered insightful quantitative and qualitative data that helped drive all of our future tests such as the fact that people were anxious about the fit of the product.

Heuristic Audit

In order to evaluate the website from an objective perspective, we used the heuristic analysis framework which detects usability problems within the website and helps us in creating educated changes to site improvement. This is combined with The Conversion Framework based on 7 principles: 1) Trust and confidence (T) 2) FUDs – Fear, Uncertainty, Doubts (F) 3) Incentives (I) 4) Engagement (E) 5) Visitor persona temperament (P) 6) The buying stage of visitors when they come to the site (B) 7) The sale complexity (S) We also utilize the MECLABS Conversion formula as our basis which looks at how do we increase motivation, clarity, and incentive – while reducing friction and anxiety.

Helping Parcil Safety scale its marketing

With several macro-economic changes taking place, Parcil Safety needed a solid CRO partner to help them increase conversions which would reap benefits in the down-times, and reap rewards in the good times as well.

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