SEO and Search Engine Marketing require resource and money to generate traffic to your website. The quickest way to get a good return on this resource is to improve your website's ability to turn your website visitors into customers. ​
Key reasons to improve your conversion strategy:
1. You can generate more return from your marketing by      converting more visitors-getting them to take the action you want them to take. This may be picking up the phone, visiting your brick & mortar store or getting out their credit card.

2. Improved website content means that customers will have a better experience of your brand, build trust and engage with you more readily.

3. Your increased conversion rate will mean you will experience greater business growth and lower your cost per acquisition. Improving your marketing spend goes a lot further and delivers much more. 
CRO is a process that requires making improvements over time based on data and user engagement. 
The CRO Process Cycle
Strategy Review
Competitor Analysis
Recommendations
Test and Implement 
Data Analysis