In 2013, Chicago White Sox slugger Adam Dunn hit 34 home runs, placing him in a tie for the 6th most home runs hit by players in the MLB. It's an impressive stat, considering that Dunn hit more home runs than David (Big Papi) Ortiz, Adrian Beltre and Evan Longoria, some of the most famous active power hitters in baseball.

So with numbers like these, why is Adam Dunn greeted with loud choruses of boos by hometown fans? Why would almost every baseball analyst agree that he is a net liability to the White Sox? And what does Adam Dunn's career numbers have to do with your web site?

In 'Sluggers and Stats,' Duo Consulting's Mark Royko explains how some of the most important stats for baseball players and web sites alike are commonly misread, misinterpreted and misunderstood. In this session, you'll learn about the stats that really matter, and learn how to use them to design and engineer better web sites with higher returns on investment.

Discussed in this session:

* Why the most important site stats are sometimes never recorded.
* Why most web sites are doomed to fail before they even launch - and what to do about it
* Why higher web traffic doesn't equal web site success.
* Why Bounce Rates, Page Views and Time On Site -- traditional bellwethers of web performance -- are not necessarily useful for gaging site performance.
* Why most A/B tests fail to provide meaningful data, and in fact encourage bad decisions.

In Sluggers and Stats, we'll teach you how to establish conversion metrics as the true measure of web site performance, and why, "if it can't be measured, it didn't happen."