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  "documentTitle": "Leading Online Shoppers Finish Line",
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  "notes": "The slide uses a combination of bar charts to illustrate conversion rate differences across AOV segments.",
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      "text": "Desktop shopping experiences are optimized to allow the seller to showcase more information, thereby reducing customers' doubt during the purchase process.",
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      "text": "Lower funnel conversion rate: +23%",
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      "text": "Industries with relatively high conversion rates often have a lower bar to purchase. At the other extreme, an overall conversion rate of 1% might be above average in an industry such as home furnishings...",
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      "text": "Our research indicates that customers are much more likely to complete their purchase when they shop from desktop devices. Although mobile is in many cases the dominant traffic source...",
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      "kind": "source-note",
      "text": "Source: Internal Shopify data. Note: Results are significant at 0.05 level with robust standard errors. AOV = average order value.",
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      "text": "Exhibit 7 - Desktop Shopping Shows Lower Funnel Conversion Uplift, but the Difference Between Devices Shrinks as Average Order Value Increases",
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