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Paul Hennessy, CEO of, spoke at the Skift Global Forum with Skift News Editor Dennis Schaal about his most important online metric: conversions.

Hennessy’s discussion with Schaal highlighted methods of success the booking site and its sister brands have used to turn visitors into paying customers. He also spoke at length about the company’s SEO strategy and how it has evolved.

This is part of a series of videos from the Skift Global Forum 2015. Over an eight-week period we’ll release each of the three dozen-plus presentations from the event. To keep track of them all, bookmark Skift Global Forum.

Watch the video, above, for the full 25-minute interview.

Learn More About the Skift Global Forum