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  "documentTitle": "Leading Online Shoppers Finish Line",
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  "authorName": "BCG",
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  "notes": "The slide uses a puzzle-piece circular diagram to represent the drivers of optimization.",
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      "text": "Drivers of optimization: Basket building, Payments, Performance, Traffic sources, Customization, Checkout experience",
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      "kind": "paragraph",
      "text": "Traffic sources that lead customers to the site can make a big difference all the way to the lower funnel. We have found that organic channels have a clear edge over paid channels in overall conversion rate.",
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      "kind": "paragraph",
      "text": "Traffic that arrives through integrations linked to the site can enhance the conversion rate if the seller uses integrations strategically. There are many ways for a seller to set up external augmentation.",
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      "text": "Source: BCG analysis.",
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      "kind": "title",
      "text": "Exhibit 9 - Research Reveals Six Key Areas of Optimization",
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