But even though many people are fixated on the “rate” aspect of conversion rate optimization, we prefer to optimize the entire Profit Funnel™.
This implies not only obtaining a lift in sales, leads and/or revenues, but improving the path to conversion from beginning to end. To smooth out and adjust the roadblocks where your own website is fighting against your business goals. Therefore, diminishing cart abandonment, incomplete forms, etc.
There is not a single conversion rate but many, and they should always be in alignment with your business goals.