{
  "docId": "019dd923-5ca1-7489-b635-33d29840c676",
  "docSlug": "3948959661e672e4",
  "documentTitle": "Leading Online Shoppers Finish Line",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "portrait",
  "aspectRatio": 0.707,
  "pageNumber": 14,
  "pageCount": 40,
  "prevPage": 13,
  "nextPage": 15,
  "slideType": "key_messages",
  "function": "frame_problem",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": null,
  "elementsJson": [
    "photo",
    "paragraph",
    "bullet_list"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-33d29840c676/14",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-33d29840c676",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-33d29840c676.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-33d29840c676#slide-14",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "The truism “If you build it they will come” rarely applies to an e-commerce site in today’s highly competitive digital commerce landscape.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-acb7-7670-8ecd-6877d05f87df",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 1,
        "x": 0,
        "y": 0
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3a1060bc-8d6d-471e-a35f-faf1d9b77d5d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.42,
        "x": 0.51,
        "y": 0.64
      },
      "kind": "list",
      "text": "Traffic sources\nBasket building\nCheckout experience\nPayments\nCustomization\nPerformance",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "836aca1a-c405-4fba-9ee8-e488068320e4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.42,
        "x": 0.06,
        "y": 0.64
      },
      "kind": "paragraph",
      "text": "The truism “If you build it they will come” rarely applies to an e-commerce site in today’s highly competitive digital commerce landscape. Having a desirable product and brand is important for attracting clicks, but once customers arrive on the site, they expect an experience that anticipates their tastes, needs, and questions, along with a seamless purchasing process. No factor guarantees lower funnel conversion, but often a single glitch in the process can result in a lost sale. A lack of hurdles can’t guarantee a sale either. However, e-commerce sellers can optimize six key areas. (See Exhibit 9.)",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "34f35583-7f82-49cd-b2f3-97204c74281e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.88,
        "x": 0.06,
        "y": 0.52
      },
      "kind": "title",
      "text": "Major Drivers of Optimization",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3c82f637-7a56-4030-982b-bf0dab092e62",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Vertical Logic",
      "slug": "vertical-logic",
      "agent": "Architect",
      "layer": "loop",
      "matchId": "019dd95a-13ee-7068-978f-6894ecf2d4ac",
      "evidence": "Begins MECE-breakdown loop by stating need for drivers.",
      "confidence": 65
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-13ee-7068-978f-66d309551e53",
      "evidence": "Anchors with the 'If you build it they will come' truism.",
      "confidence": 70
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 15,
      "from": 10,
      "beatId": "019dd95a-0702-74a3-87dd-6432fa034f07",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "Fundamentals divider, drivers of optimization, then Six Key Areas framework reveal.",
      "position": 3,
      "confidence": 92,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 16,
      "from": 14,
      "name": "Mece Breakdown",
      "slug": "40-mece-breakdown",
      "bestFor": "Problem structuring, ensuring completeness, strategic analysis",
      "matchId": "019dd95a-088b-72c8-b7e4-e9f34049d39c",
      "evidence": "Major Drivers context -> puzzle of six areas -> Integrations exhibit kicks off the breakdown.",
      "position": 3,
      "objective": "Introduce six MECE optimization drivers and start the first one",
      "structure": "The Whole -> Category A (distinct) -> Category B (distinct) -> Category C (distinct) -> Complete Coverage",
      "confidence": 82,
      "description": "Divide a complex topic into mutually exclusive, collectively exhaustive categories"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}