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  "documentTitle": "Leading Online Shoppers Finish Line",
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  "notes": "Includes a CEO quote and a reference to a funnel-like structure for the customer journey.",
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      "text": "Our research confirmed that many sellers would intuitively expect regarding the complexity that surrounds conversion rates: of the more than 100 variables that we examined closely, not one explains more than 1.4% of the variation in lower funnel conversion rates.",
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      "text": "Awareness, Consideration, Checkout",
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      "text": "At this critical third stage, the customer might drop off for any of these reasons: The checkout process is too complicated... The customer doesn't want to provide personal information... The customer is redirected... The item turns out to be too expensive...",
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      "text": "Our research confirmed what many sellers would intuitively expect regarding the complexity that surrounds conversion rates: of the more than 100 variables that we examined closely, not one explains more than 1.4% of the variation...",
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      "kind": "quote",
      "text": "There are a thousand things I have to think about running a business, and I am not an e-commerce expert. I’ve learned there is no silver bullet, but every minor change I make in my e-commerce experience always seems to have unintended consequences.",
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      "text": "There are a thousand things I have to think about running a business, and I am not an e-commerce expert. I’ve learned there is no silver bullet, but every minor change I make in my e-commerce experience always seems to have unintended consequences. It’s difficult to keep up with the pace of change. — CEO at a midsize e-commerce retailer",
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      "text": "Source: BCG analysis.",
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      "text": "Step, User actions, Reasons for drop-off. Find store, Browse products, Start checkout process, Place order.",
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      "kind": "title",
      "text": "Exhibit 3 - Customers Can Drop Off at Any Step in the Shopping Experience",
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