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  "documentTitle": "Leading Online Shoppers Finish Line",
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      "text": "The wide range of conversion rates reflects, to a large extent, customers’ expectations and frame of mind when they click on a site. Relevant factors may include strong familiarity with the product, a social or word-of-mouth component, the product’s cost, or the typical timeframe involved in deciding to purchase such products.",
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      "text": "In this chapter we will discuss critical fundamentals that tend not to be controllable, although sellers can and should assess them regularly. In measuring e-commerce performance, companies need to understand how these fundamental factors impact their individual business and the market they play in. From there, awareness of critical fundamentals will help shape strategic choices. (See Exhibit 5.)",
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      "text": "Average conversion rates can vary greatly from one industry to another. In most, however, overall funnel conversion rates range from 1% to 4%. Industries whose average overall conversion rates are likely to exceed 3% include software; media; business and industrial; and food, beverage, and tobacco. (See Exhibit 6.)",
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      "text": "Although multiple factors can affect conversion rates, these variables fall into two broad categories. Some are fundamental to the store or business category itself and therefore are not easy for sellers to change or control. Others are more amenable to control and optimization to maximize conversion.",
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