Paras is a pioneer and leader in usability, design testing, and conversion rate analysis. His company's product, Visual Website Optimizer that he founded in 2009, has helped popular startups and big corporations like Groupon, Microsoft, GE, Mitsubishi Motors, Airbnb, and countless other companies increase their site's conversion rates. He and his team also regularly publish their findings and case studies on how to improve conversion rate, which have helped many Web professionals discover better ways of building websites.