Willie’s Remedy Seed Co.: conversion rate up 20 percent and subscription take rate up 75 percent in three months.

The challenge

Willie’s Remedy Seed Co. is a DTC cannabis brand. While the program ran, paid traffic was actively scaling, which usually drags conversion rate down: colder visitors convert worse than the warm audience a store was built for.

The task was to lift conversion, order value and subscription take rate at the same time as paid traffic scaled.

What we did

• Ran a research-first testing cycle. Every change started from what real visitors did on the site, then went into a test.
• Tested checkout extensions through Intelligems. Checkout extension tests run in Intelligems produced clear wins.
• Added post-purchase offers through Rebuy. Offers after the order is placed raised order value without touching the conversion already won.
• Gamified the cart with a progress bar. A cart progress bar gave shoppers a visible reason to add one more item.

How the program ran

Different brands, different profit levers, same process every time. For Willie’s Remedy Seed Co., as for every client, the work started with research: session recordings, heat maps, analytics, reviews and the questions customers ask. Ideas were ranked by expected business impact, then designed, written and built in-house. Each change was checked by QA before and after launch, and results were read against revenue, order value and margin rather than clicks.

Winners shipped in coordination with the brand’s own team. Losing tests were reported in the same detail as winners, because a program learns as much from what does not work. Andrew Cowan, Parah Group’s founder and a former brand-side CMO, runs every account personally, so the person reading the results is the person deciding what comes next.

The result

In three months, conversion rate rose 20 percent, average order value 25 percent and subscription take rate 75 percent, while paid traffic scaled. Every number in this case study was published with the client’s permission.

What other brands can take from this

• Conversion can rise while paid traffic scales, if the store is tested for the new visitors.
• Checkout and post-purchase are testable, and often under-tested.
• Track subscription take rate alongside conversion; it is where lifetime value is decided.

Related services: Shopify CRO, Ecommerce CRO, Snapchat ads. More results are on the case studies page, and the person behind every account is introduced on About Andrew Cowan.