Be a fly on the wall as Todd Malicoat and Avinash Kaushik discuss 20 great ideas for you to teach your HIPPO -- that "Highest Paid Person with an Opinion" who needs to understand the bottom-line value of your web analytics and SEO strategies. You'll learn how to convince these folks that your website will be better and that you'll have happier customers and higher conversions. When all the stake-holders are on the same page, your team can reach conclusions faster, establish common goals, and commit the resources that will allow you to implement and measure your initiatives.

(View part 2 of 20 Things You Can Teach a HIPPO to Make Your Website Better)

Length: 46 min.

You will learn:

• The value of improved site design
• Why credibility matters
• How keyword research will affect your entry point conversions
• How to fix those scrambled URLs -- and why you want to  
• Why you want to increase Time On Site
• What your "audition period" has to do with bounce rate
• The importance of increased usability and how to test it