A better percentage can hide a weaker result
The original article questioned treating a higher conversion rate as the goal by itself. The mix of visitors can change that rate without any improvement to the website.
Read it alongside sales, acquisition cost and the type of customers reaching the page. A rate alone cannot tell you whether the business is better off.
Follow the actual journey
Paid and organic visitors can arrive on different pages with different intentions. Investigate those differences before deciding that one channel proves the interface works better.
Check what stops a suitable visitor from buying: finding the product, understanding the offer or completing the transaction. Form a specific hypothesis and test the change rather than assuming every gap is a design fault.
Coordinate the teams
Website changes can affect both paid and organic visitors. Campaign changes can also alter the traffic attributed to each channel. Keep the people responsible talking to each other and share the change log.
See our CRO services and brand-search advertising guide.