I bet you’d agree that you might lack a certain degree of direction in your testing program when you aren’t clear on your business goals.
Essentially, you will get pulled in opposite directions, which can cause confusion, leading to an optimization program that doesn’t add to the business’s growth.
That’s why it’s important to consider setting up goals for your conversion optimization efforts.
Not just because it will make your CRO program effective and keep it on track, but because it will let you know when and where to invest your effort to achieve favorable results.
I know that striking a perfect balance between business and conversion goals is difficult, but you can always strike a balance that works for you.