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  "documentTitle": "Leading Online Shoppers Finish Line",
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  "notes": "Includes three bar charts showing conversion rate trends across different segments.",
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      "text": "Overall Revenue and AOV. Lower funnel conversion typically increases with the overall revenue of the store, but it is negatively correlated with AOV.",
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      "text": "Any useful analysis of the impact of the devices that customers use when shopping should be cognizant of overall shifts in traffic. Mobile use now accounts for more than 70% of overall e-commerce traffic...",
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      "text": "Source: Internal Shopify data. Note: AOV = average order value; GMV = gross merchandise value.",
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      "text": "Exhibit 8 - Conversion Rates Rise as Overall Revenue Grows, but They Tend to Decline as a Seller Matures or as Average Order Value Increases",
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