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  "documentTitle": "Leading Online Shoppers Finish Line",
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      "text": "The basic e-commerce performance measures can be depicted as Traffic x Conversion x Average order value = Sales.",
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      "text": "One key difference in the ways that various sellers calculate the conversion rate relates to where they place the assumed starting point and endpoint of the conversion funnel. (See Exhibit 2.) Does the process begin at the moment an ad shows up on a consumer's Instagram feed? Or the moment the consumer reaches a page displaying the product or service of interest? Or when the customer clicks on \"Add to cart\"—or \"Checkout\"?",
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      "text": "No single metric defines strong e-commerce performance. Most sellers would agree that one extremely important element of performance is the conversion rate, which measures how many customers who begin their digital shopping journey actually complete their purchase.",
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      "text": "The basic e-commerce performance measures can be depicted as Traffic x Conversion x Average order value = Sales. However, that equation contains multiple elements that can vary and have an impact on the result.",
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      "text": "Another issue involves how to count visitors. Does the definition rely on the number of unique visitors or on every visit? And what time frame does \"unique\" cover? There are many ways to think about the starting point and the endpoint, and a wide range of factors that can determine success or failure at each stage of the conversion funnel.",
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      "kind": "title",
      "text": "How We Think About E-Commerce Performance",
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