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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If you needed to describe the difference between structured and unstructured writing in twenty words or less, you could hardly do better than this: Structured writing means metadata first, content afterwards; unstructured writing means content first, metadata afterwards.
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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.