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  "documentTitle": "Leading Online Shoppers Finish Line",
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  "notes": "Includes a legend for TTI speed (Fast, Moderate, Slow) and source notes regarding Shopify data and Google Lighthouse scoring.",
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      "text": "If the process takes longer, the lower funnel conversion rate may decrease by around 47% on average.",
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      "text": "Number of stores by TTI range (%)",
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      "text": "Conversion Rate: 47%",
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      "text": "At the lower funnel stage, customers will tolerate slightly slower performance on the way to completing a purchase, though only to a point. Starting from the moment the checkout experience begins, we have noticed a significant increase in the conversion rate when customers can complete the full checkout process in less than 90 seconds. If the process takes longer, the lower funnel conversion rate may decrease by around 47% on average.",
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      "text": "Sources: Shopify internal data; BCG analysis. Note: ms = milliseconds; TTI = time to interactive. 1 TTI range according to Google Lighthouse performance scoring.",
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      "text": "Exhibit 20 - Faster Time to Interactive Correlates Positively with Total Conversion Rate but Yields Less Impact in Lower Funnel Conversion Rate",
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