If I'm honest - I only skimmed this article. But it appears you're looking at it from an either/or perspective. Either that or it's just a link bait title.
This is rarely the case. You should obviously look to improve profit, decrease cost per acquisition (CPA) AND improve conversion rates.
If your business already has a low CPA then you should absolutely be optimising for conversion.
Excellent points here but I don't think it's a reason to stop CRO altogether, just improve it by focusing more on revenue.
Good examples, but any marketer worth her salt factors cost and revenue into her decisions about how to best optimize. I think you're using the term CRO too literally. As you point out, conversion is an abstract, so it should always be more clearly defined internally. And optimizing for a single metric without considering other factors is a naive way to approach optimization in general.
Why you are still pushing CRO when it has little to do with optimizing revenue and absolutely nothing to do with optimizing cost?
Definitely agree with the guys at page 99 test. An only-looking-at-conversion-rate attitude would be similar to a PPC manager that wants to increase CTR on non-converting and non-assisting keywords = WASTE OF MONEY & TIME
@page99 and @daniel what you are saying is the crux of my post. I am not sure what new point you are trying to make here?
From my little experience, the best results I have got was when I made small changes, when I worked on details. I think we should focus on optimisation for revenue, not conversions!
Great! Head over to login and use your credentials there