It’s Like Walking the Yellow Brick Road Without Ruby Slippers!
In The Wizard of Oz, the people living in Oz have never actually seen the Wizard. Yet he affects everything about how the city is run. Minus the Wizard, Oz would be a colorless town, not a destination that transforms lives.
Optimization is like Oz. It's a high ROI item with a definite, measurable return. You don't see it, but without it, your customer funnels will decline over time because you'll have no compelling competitive advantage: content, design and flow that stamp your website as unique, just like your product or service.
