When your conversion rate goes from 1 to 2% that is not a 1 point gain. It’s a 100% doubling of sales! Today firms can spend less time in CRO than PPC optimization and still get more value from their effort. BUT, most companies only do PPC optimization and miss their biggest competitive advantage of all: their CONVERSION RATE BOOSTING. The advantage of higher conversion rates can put the bite on competition because you can leverage it to effectively bid them off the page.