A customer is the most important visitor on our premise. He is not dependent on us. We are dependent on him. He is not an interruption in our work – he is the purpose of it. We are not doing him a favor by serving him. He is doing us a favor by giving us the opportunity to serve him.

Improving Conversion Tends To Have a Faster ROI Than Improving SEO
Let’s say you make $100 every time someone fills out a form on your website. If your site converts 1% of all visitors, you make $1 for every visitor that shows up. Double that to 2% and you make $2. If it costs you $1,000 to get to 2%, the improvements will pay for themselves after 500 visitors. Everything after that is gravy.

If you had invested that same $1,000 in SEO instead and conversion stayed at 1%, you would need to get 1,000 additional visitors from SEO to break even. And while good SEO can last for a while, inevitably you would have to keep reinvesting in it over time to maintain the traffic.

You’ll want to keep reinvesting in improving conversion optimization too; but like I said, the ROI will be much more immediate. And, who doesn’t like that? Now, go fix that crappy site already. It’s just embarrassing.

Human life has always been lived on the edge of a precipice. Human culture has always had to exist under the shadow of something infinitely more important than itself.