Conversion rate is significantly over hyped metric that so many ecommerce experts just focus because there is so much news, media, articles, tools, experts around it. If you think the current situation as one of the wave in revenue optimization, there are important waves starting in e- commerce optimization that easily get unnoticed. Ravi will discuss Roshoman effect in current ecommerce industry and show us why he believes conversion rate is overhyped metric. Further Ravi will also explain what are the waves of ecommerce optimization & how they currently shape the future opportunities.