Waldo is the marketer for his company's web site, WaterTech.com. The company sells water recreation products through the site. Several customers have commented that the site is difficult to use. Waldo thinks the site will be more successful if users enjoy the time they spend there. To improve the user experience of the site, which two areas should Waldo focus on? Select the best answers.

Waldo should focus on Accessibility and Conversion. Accessibility ensures the site is usable by everyone, including those with disabilities, directly addressing the "difficult to use" feedback and improving overall user enjoyment. Conversion focuses on guiding users efficiently towards desired actions (like purchases), which is crucial for the site's success and directly impacts the company's bottom line. Optimization is a broad term that encompasses many areas, including accessibility and conversion, but isn't specific enough as a primary focus here. Analytics is a tool for measurement, not an area of improvement itself. Specialization refers to focusing on a niche, which doesn't directly address user experience or site usability.