Doubling your conversion rate has the same effect as doubling your traffic, for a fraction of the cost. That's why conversion-rate optimization is one of the highest-leverage things you can do.
Where to start
- Clarify the single action each page should drive
- Remove friction from forms and checkout
- Make the value proposition obvious in seconds
- Test one meaningful change at a time
The cheapest customer is the one you already paid to attract, don't waste them.