Andrew Cowan, founder of Parah Group.
A former CMO and brand owner who learned conversion optimization on the brand side, the expensive way, and now runs every Parah Group account personally.
Andrew Cowan is the founder of Parah Group, a conversion rate optimization and paid social agency for DTC and lead-generation brands. Before Parah Group he was a CMO and brand owner on the client side, where he scaled 8 and 9 figure DTC stores, and he has been running Facebook ads for close to 15 years.
From the brand side to Parah Group
Before starting Parah Group, Andrew worked on the brand side as a CMO and brand owner. He was the client: the person paying for the traffic and living with the results of every change made to the store.
Most of the tests Parah Group runs today were learned there, the expensive way. That experience shapes how the agency works: profit over vanity metrics, honest reporting of losing tests, and a deep reluctance to break a store that is already making money.
He has scaled 8 and 9 figure DTC stores and has been running Facebook ads for close to 15 years, which is why Parah Group runs paid social and the pages it lands on as one program.
How Andrew works
- He runs every account personally. There is no hand-off from a senior salesperson to a junior account manager.
- Profit, not vanity metrics. Tests are judged on average order value, subscription take rate and profit, not on conversion rate alone.
- Losers are reported too. Every losing test is reported in the same detail as a winner, along with what it taught us.
- Research before opinions. Every test idea traces back to something a real visitor did or said.
- Nothing breaks quietly. Full-time QA before and after every launch, plus weekly site checks, because he has been the brand whose site someone else broke.
Behind him is an in-house team for research, design, copy, development and QA, with a CRO lead who owns the roadmap, the research and the honest analysis behind every test.
What clients say
Work with Andrew
Most engagements start with an intro call and run as The CRO Program, a monthly testing program. Brands that want one high-impact page start with landing page design, and brands running ads can add the paid social agency. If you are looking for a consultant rather than an agency, the CRO consultant page explains how working with Andrew directly fits.
See the results behind the approach in the case studies, or find Andrew on LinkedIn.
Talk to the person who runs your account.
Book an intro call with Andrew.