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Hi Alex, Google views plurals as synonymous, so those 2 keywords will (almost always) have the same rank. Nonetheless, I still like to include them in my keyword monitoring, just to have a more granular level of visibility on what keywords the site is ranking for.

Hi, I think your H1 idea is fine. For the meta descriptions I'd write a new one for each page and make it so that it compels searchers to click your page. That may or may not be the first few words on your page. If the words do not capture interest you may lose a searcher to another search result. The meta description is important for click through. As you identified, just a product name or half a sentence will not serve you well.

Hi Alex, This would depend on how you create your segments. If you go with session based then it will only show users/sessions that have completed multiple goals within the given time frame. If you make your segmentation user based then it will show you users who have completed multiple goals (even if it was outside of the specified time frame) that have had a session during within the specified time frame. Try looking at the same date range with both a user based and a session based segmentation for multiple goal completions. You should notice that when adjust your segmentation from user to session based that the number of sessions/goal completions changes. Keep in mind that unless you are using a unique user id based segmentation that these views will be based on the default GA definition of a 'user' which takes into consideration unique browser/device and can potentially count the same user twice. Hope this helps, let us know how it goes!

Yeah, when my predecessor did a redesign, they left off the links to that section. So it is actually an island right now with no direct link from the homepage.