If I were you, I'd worry about both. Here are some more thoughts on the topics.
SITE OPTIMIZATION
Site Optimization is based on three very simple ideas: 1) get people to your site, 2) keep them there, 3) bring them back. Long “session time” and repeat visitors are the hallmarks of a great site. A consistently great site and content, however, will be optimized to convert those visits into sales.
A careful analysis of Google Analytics will reveal who is doing what on your site and how you can change your offers, landing pages and other areas to reduce “tire-kicking” and increase sales. I won't bore you with the essentials of the lead funnel and creating conversion goals. (Or even the algorithm Fred, etc. etc. etc.)
ULTRA STRENGTH SERVICES
For certain clients (particularly in SaaS) sophisticated behavioral analytics are also required to measure “people, not page views.” I suggest beginning the process with partner|provider KISSMetrics , You will also want to read my previous post on “ Growth Hacking ” before spending time with advanced optimization.
ETHICAL HACKING?
Yes, without freaking anyone out, you can get your ethical hacking certification today which can be used either for security or for finding “trap doors” in your competitors APIs. The course I have linked is a good one. No need to call in the Russians. Unless you have a highly elastic relationship with the word "ethical."
