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  "documentTitle": "Leading Online Shoppers Finish Line",
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  "notes": "GMV = gross merchandise value; N/A = not applicable, due to low statistical significance.",
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      "text": "Although the Impact of Checkout Customization Varies, the Greatest Uplift Is for Stores with Revenue of $10 Million or More",
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      "text": "Proportion of stores with at least one customization in place (%)",
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      "text": "No customization; Customization offered",
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      "text": "Lower funnel conversion rate: 52.9",
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      "text": "On average, our research found, customization has less impact on the smallest e-commerce sites, but produces a notable lift in lower funnel conversion for larger stores (those with revenues of $10 million or more). Most larger stores have at least one type of customization in their checkout flow. (See Exhibit 19.)",
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      "text": "Performance, too, carries a great deal of weight in the shopping experience. Improved speed at every step correlates with higher conversion rates across most industries. Faster time to interactive enhances the total conversion rate, but this fundamental technical performance metric doesn't seem to make a major difference by the time a customer has demonstrated enough commitment to reach the lower funnel. (See Exhibit 20.)",
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      "text": "Sources: Internal Shopify data; BCG analysis. Note: GMV = gross merchandise value; N/A = not applicable, due to low statistical significance.",
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      "text": "Exhibit 19 - Although the Impact of Checkout Customization Varies, the Greatest Uplift Is for Stores with Revenue of $10 Million or More",
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