Every day, 3,000 new people decide to get into the game of online selling. Ninety percent of them – 2,700 per day – will never make a sale. Matthew Stafford knows what they are doing wrong and how to fix it. Matthew’s magical formula for won’t drive potential customers to a website, but it will convince customers who visit a site to click the “buy” button a lot more often. Listen as Maxwell Rotbart – rising star son of the roving reporter –  convinces Stafford to explain how tweaking the backend can can help businesses convert twice as many front-end sales.

Plot of f(x) = sin(2x) from −π/4 to 5π/4; the second derivative is f″(x) = –4sin(2x), and its sign is thus the opposite of the sign of f. Tangent is blue where the curve is convex (above its own tangent), green where concave (below its tangent), and red at inflection points: 0, π/2 and π