1. The document discusses how internet and e-commerce adoption and usage has changed over time as users gain more experience and confidence shopping online. 2. It recommends taking a user-centric approach to optimization, including understanding who visits a site, why they visit, and what they do on the site in order to better meet their needs. 3. The key to optimization is getting the right performance tracking metrics, using data from multiple sources to test campaigns, and focusing on continuous improvement.