In this frank, no-holds-barred discussion, optimization and ecommerce expert Amy Africa is coming clean on what she’s learned from 20+ years of being a greedy, pig-headed, time- and money-wasting optimizer. She’ll walk you through the biggest conversion and optimization mistakes she’s made and what you can do to avoid them. You’ll learn about the common pitfalls of conversion testing; why a lot of the sexiest tools are complete garbage; and why most of the advice out there should be avoided at all costs. You’ll walk away with surefire secrets on how to prioritize your list of opportunities; what’s more important than overall conversion; why the value of a customer is so important to your profitability; and how to set up systems so you don’t end up drinking your own bathwater.