Mikko Piippo is a senior consultant and partner at Hopkins in Helsinki who specializes in analytics and conversion optimization. He has over 10 years of experience in this field working for various agencies. While he has a background in history, Latin, and economics, he notes that "I'm not a developer." The document goes on to discuss various types of anticonversions that can occur on websites, such as errors, slow page loads, and product unavailability. It introduces metrics to measure site frustration, confusion, and the overall "suck rate" or irritation rate of a site.