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  "documentTitle": "Leading Online Shoppers Finish Line",
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  "notes": "The diagram uses a funnel shape to represent feature importance ranking.",
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      "text": "In addition, many variables related to optimizing the e-commerce conversion rate can exert countervailing influences.",
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      "text": "conversion uplift: 50.4%",
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      "text": "Given the degree of confounding variables, one of the greatest challenges in measuring and understanding e-commerce performance involves producing like-for-like samples of disparate data sets in order to understand what drives conversion performance. Our study leveraged rigorous data science methodology to create like-for-like samples that we then used to explore key variables across the e-commerce conversion funnel that are most relevant to industry participants. (See the Appendix, page 32.)",
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      "text": "In addition, many variables related to optimizing the e-commerce conversion rate can exert countervailing influences. Traffic and conversion rates, for example, often move in opposite directions; a seller might increase site traffic, only to see a corresponding drop in the conversion rate. Likewise, average order value (AOV) and conversion rates can have an inverse relationship.",
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      "text": "Source: Internal Shopify data. 1 Lower funnel conversion across store revenue sizes. 2 Upper funnel conversion uplift.",
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      "text": "Exhibit 4 - Although No Single Variable Explains Conversion, Several Have Outsize Impacts When Gauged Correctly",
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