The conversion rate optimisation programme your business is running is treating the symptom of a problem it was not designed to diagnose.
CRO assumes the traffic arriving is the right traffic, in the right frame of mind, meeting a product experience that is structurally sound. It then optimises the margins. Button colour, checkout flow, image size, social proof placement. All of those things matter at the edge. None of them touches a conversion rate that is suppressed by a fundamental mismatch between the expectation the acquisition channel set and the experience the site delivered.
A customer who arrived from a broad upper-funnel campaign with low purchase intent does not convert because the button is green. A customer who arrived with genuine purchase intent and hit a page that loaded in four seconds on mobile does not convert because the checkout has fewer steps. The conversion problem sits upstream of the CRO programme and the CRO programme cannot see it from where it is positioned.
You probably know this already. The question is whether the organisation above you knows it or whether CRO is what was approved because it was the most visible available lever.
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