Great question. The simple answer is yes. Now a more complex answer. This is what I've learnt after successfully optimizing for large e-commerce companies and SaaS:

CRO is not only a matter of testing opportunities, but a matter of timing and resources. Especially within organizations where both are limited.

When you have many testing opportunities, the ideal thing is to focus on the ones that are closer to the money exchange between customer and you. That means getting the sales funnel backwards, and working through the motions.

Why? You focus first on the people that are about to give you their money, but couldn't for any sort of reasons. They're the lowest hanging fruit.

The other side of the coin is, a massive influx of new leads can also bring great benefits. Even if new people fall of the funnel, a great deal will still go through. Only issue is, if you're paying for that traffic, then you're losing a lot of money.

So start closest to the money. Make sure that part of the funnel is fixed. Then either move to middle of the funnel or don't be afraid to open the top funnel too to get that landslide of new users.

If you need more advice, simply give me a call.

Best regards
Javier