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  "documentTitle": "Leading Online Shoppers Finish Line",
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  "notes": "Uses a funnel diagram to map customer journey stages to specific influencing variables.",
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      "text": "Industry, Country, Session device, Session country of origin, Session marketing channel origin, Organic/paid search session distinction, Webpage statistics, Checkout propagation tunnel, Social media integration, Product descriptions",
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      "text": "There are two main ways to measure conversion... The first step is awareness... The second step is consideration... Having reached the lower funnel at the end of the second step, the customer starts the third step: checkout.",
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      "kind": "source-note",
      "text": "Source: Industry standard variables.",
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      "kind": "title",
      "text": "Exhibit 2 - Conversion Rates Depend on Many Variables",
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