Programming Topics

• Discussing the 8+ year consequences of certain architectural/software design issues
• Technical SEO (microdata, site structure for internal links, google's tools, sitemaps, etc.) — I get 85% of my traffic (and therefore revenue) from SEO, so I know a thing or two.
• Payment systems in-depth (refunds, chargebacks, errors, retries etc.)
• Dealing with the shitshow that is sales tax accounting across multiple currencies
• Making an amazing development environment that makes it both fun and rapid to progress.
• Strategies for keeping down code and data bloat as the years mount.

Real-world

Instead of toy, over-simplified examples, everything here is part of a 10-year-old business, complete with the size and complexities that accompany the legacy.

See real-world workflows that span multiple tools, programming languages, servers, and software vendors.

See the duct-tape and five-year old TODOs scattered throughout the codebase. The lesson behind this "warts and all" tour is that a lot of things ultimately don't matter.

Marketing Topics

• AB testing web-app flows to increase revenue
• Rewriting copy to increase conversion rates (and a flow to measure them accurately with free tools like Google Analytics)
• Generating large numbers of landing pages that rank via user-generated content
• Shortening funnels and coding user-less checkouts to decrease friction.
• Auto-email systems to previous customers for extra sales
• AdWords workflow to drive profitable traffic