Let's call this the "Conservation of Intent." For all your users coming in, only some of them are high-intent. It's hard to increase that intent just by making a couple steps easier - that'll just grow your low-intent users.
Doing tactical things like moving buttons above the fold, optimizing headlines, removing form fields - those are great, but the increases won't directly drop to your bottom line.
If you're at a company that A/B tests everything and then announces the great results - that's wonderful, of course, but just run the thought experiment of summing together all of those A/B tests. And then look at your top-line results. Rarely does it match.
When it comes to your product roadmapping, yes you can definitely brainstorm and ship a bunch of +10% increases, but you need to add a discount factor to your spreadsheets to reflect reality.
When you focus on low-intent folks, you'll have to get creative to build their intent quickly. Things like being able to try out the product, having their friends into the product - these are the "activation" steps that generate intent.