The thing is: We don't know what we should optimize first. Sure, We should make our core offering very good so that customer buys it. If We feel our offering is

The thing is: We don't know what we should optimize first. Sure, We should make our core offering very good so that customer buys it. If We feel our offering is compelling enough, what's next? Does optimizing landing page counts? or reworking that pesky login page? Or, maybe main offering is not compelling enough?