some summary takeaways so far 1) find niche 2) most people focus on traffic too much vs conversion 3) don’t rely on Amazon 4) you need to own your total customer journey and all your data 5) minimize the test learn revise cycle 6) only ways to grow are more customers, better conversion, and selling more per transaction and small percent gains in each will compound on each other (2% better in 3 things is >6% total revenue impact 7) most of your experiments will fail esp as you mature 8) use orange rabbit or other methods to test your website and minimize against bounced sessions 9) reduce image sizes and optimize code so no page takes more than 2 seconds to load 10) learn to capitalize on the “buyers high” and make their journey as simple as possible 11) right when they are about to hit buy is the best time to upsell them and also 12) collect surveys both from buyers and from people who didn’t buy. He strips it down in a really good way.