CRO is a sub optimal way of optimizing your business performance and I will prove it to you through simple but powerful case studies in next few minutes.
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Most of the content strategy literature tries to define the discipline in terms of the deliverables practitioners produce–audits, plans, style guides and other resources, UX recommendations, human resource models, tooling recommendations, process engineering flow charts, etc. This is all well and good. But it won’t help to evangelize the practice of content strategy, or help define what unifies all these activities.
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The most obvious way to increase profit is to increase revenue and decrease cost per acquisition. The first thing that we need to understand is that there is not always a positive correlation between conversion rate and revenue. Which means increase in conversion rate is no guarantee of increase in revenue. Similarly increase in conversion rate is no guarantee of increase in profit. Throughout this post whenever I talk about conversion rate, I am talking about e-commerce conversion rate. But it is also equally valid for goal conversion rate.