How do you solve for friction in building a marketplace - PART 2
Many of us know the why but executing the how is probably the most difficult part
This is really an extension of my earlier article on why solving for Friction over liquidity is key in setting up a marketplace. A lot of theory is in the first article here. So you should check it out for some of that. In this article I will mostly focus on execution semantics of the how
Strategy
Understanding the Growth-Friction relationship
In the context of marketplace growth, friction is far more than just a technical hurdle—it’s a significant obstacle that can stymie progress and hinder scaling at every stage of your sales or user acquisition funnel. Friction acts as a barrier that slows down, detours, or even stops potential users or transactions, diminishing the overall efficiency of the marketplace. Whether it's in the form of complicated user interfaces, slow payment processes, long sign-up procedures, or unclear value propositions, friction accumulates over time, causing a cumulative negative effect on key growth metrics such as user conversion rates, customer acquisition costs, and retention rates. Successful marketplaces recognise that even small amounts of friction, when compounded throughout the user journey, can significantly limit their ability to grow. These marketplaces prioritise identifying and eliminating friction points early and consistently. By streamlining processes, improving user experiences, and optimising product-market fit, they can keep users engaged, increase satisfaction, and drive scalable growth. Ultimately, successful marketplace leaders focus on making the user journey as frictionless as possible, allowing for smoother conversions, better customer retention, and greater lifetime value—all critical components of a marketplace’s long-term success.
The true cost of friction ( hypothetical data)
Understanding the true cost of friction is essential because it reveals how seemingly small barriers—whether in the form of slow load times, confusing navigation, or cumbersome checkout processes—accumulate over time, leading to significant losses in user engagement, conversion rates, and revenue, ultimately hindering your ability to scale and achieve sustainable growth.
Stage | Friction Impact | Revenue Loss
Acquisition | -35% CTR | $0.97 higher CAC
Activation | -58% signup | $4.31 per abandoned user
Retention | -41% retention | $97 lower LTV
Referral | -73% NPS | 3.4x fewer referrals Behavioural flow mapping
The true cost of friction can only be measured by analysing the behaviour of users who visit your marketplace, comparing those who convert to those who don’t. By tracking where users drop off—whether due to confusing navigation, slow load times, or complicated processes—you can pinpoint friction points. These insights allow you to optimise the user experience, streamline processes, and better align your offerings with user needs, ultimately improving conversions, retention, and overall growth.
User Segment | Entry Point | Common Friction | Drop-off Rate
New Users | Homepage | Choice paralysis | 67%
Browsers | Category pages | Filter complexity | 43%
Ready to Buy | Product pages | Price uncertainty | 38%
Returning | Search results | Relevance mismatch | 29%User journey trust mapping
Behavioural flow mapping identifies where users interact with your marketplace and where they encounter friction or drop off. You can then use this data in curating your user journey design to create a seamless, intuitive flow by removing barriers, simplifying steps, and aligning actions with user expectations. By connecting these two processes, you can strategically refine each stage of the journey to enhance engagement, boost conversions, and ensure a frictionless experience for users.
Journey Stage | Trust Element | Engagement Lift
First Visit | Social proof numbers | +89% exploration
Category Browse | Expert validations | +127% consideration
Product View | Verified reviews | +156% intent
Cart Addition | Security badges | +178% completion
Checkout | Guarantee displays | +234% conversion
Key Metrics Improvement:
- Browse-to-Buy: 2.3% → 5.8%
- Trust Score: 6.4 → 8.9
- Repeat Purchase: 23% → 47%
- Referral Rate: 8% → 19%Trust architecture framework
However for the user journey trust mapping to work in multiple use cases, you need a trust architecture framework that serves as a structured approach to identify and address potential trust gaps, ensuring that users feel confident and secure as they navigate your marketplace. By integrating this trust architecture, you map out the emotional and psychological journey users experience, enabling a journey that fosters long-term trust, loyalty, and engagement at every step.
Trust Element | Implementation | Conversion Impact
Immediate Social Proof | Above-fold numbers | +127% new users
Security Indicators | Payment flow badges | +89% completion
Trust Signals | Authority logos | +156% high-value
Customer Testimonials | Context-specific | +234% conversion
Trust Score Components:
Base Trust: 100 points
+ Verified Identity: +50
+ Transaction History: +30
+ Reviews: +20 per review
+ Platform Age: +10 per yearAdvanced segmentation strategy
Once your core frameworks are in place, a granular segmentation strategy becomes essential to gain a deeper understanding of your audience's diverse needs and behaviours. This allows you to engage each segment with highly personalised experiences, messaging, and offers that speak directly to their unique preferences, motivations, and pain points. By delivering the right content and value at the right time, you can foster stronger connections, boost engagement, and increase conversion rates across different audience groups.
Segment Type | Characteristics | Friction Points | Solution Strategy
High Intent | Multiple visits | Price sensitive | Dynamic pricing
Price Sensitive | Compare features| Value | Feature comparison
Brand Loyal | Repeat purchases| Availability | Priority access
First-Time | Browse only | Trust barriers | Social proofTrust based personalisation
Once your audience is segmented into categories, personalising your content, offerings, and experiences becomes essential to meet their specific needs and preferences. However, at the core of this personalisation is trust—ensuring that each touchpoint feels secure, transparent, and aligned with user expectations. By consistently delivering value and demonstrating reliability, you create a foundation of trust that strengthens the relationship, fosters long-term loyalty, and encourages deeper engagement with your marketplace.
Personalisation Type | Implementation | Trust Impact
Browse History | Smart recommendations | +178% relevance
Purchase Pattern | Predictive offers | +234% conversion
Behaviour Analysis | Custom journeys | +156% engagement
Location Based | Local social proof | +189% trust
Key Improvements:
- Relevance Score: +167%
- User Satisfaction: +189%
- Purchase Frequency: +234%
- Average Order Value: +178%Crisis management framework
Even with all the personalisation in place, your marketplace is fundamentally offering a service, and it’s crucial that the system is built to swiftly address any user concerns, such as difficulty finding information, completing a purchase, or dealing with technical issues. This requires a proactive, structured approach where every potential user crisis is anticipated and integrated into the system setup, ensuring that automated solutions are in place to resolve these issues quickly and effectively. By embedding real-time support mechanisms, such as AI-driven chatbots, instant help prompts, and automated troubleshooting, you create an environment where users feel supported and confident, enhancing their overall experience and trust in your marketplace.
Issue Type | Response Strategy | Trust Recovery
Service Failure | Immediate response | 89% restoration
Security Breach | Transparent comms | 92% confidence
Quality Issues | Double guarantee | 94% retention
Delivery Delays | Proactive updates | 87% satisfaction
Recovery Metrics:
- Response Time: 4hrs → 15min
- Resolution Rate: 78% → 96%
- Customer Satisfaction: 6.7 → 9.1
- Retention Post-Issue: 45% → 82%Psychological trigger matrix
Finally, there’s the Fear of Missing Out. Your marketplace is competing with a multitude of other services to deliver a compelling value proposition. By creating a sense of urgency through honest but real psychological triggers like limited-time offers, low-stock notifications, and exclusive deals, you can drive users to act quickly. These strategies make users feel as though they would miss out on a valuable opportunity if they don’t complete their purchase immediately, encouraging faster decision-making and increasing conversion rates. Tapping into this psychological impulse not only boosts immediate sales but also reinforces the idea that your marketplace offers something special and time-sensitive, prompting users to stay engaged and return for future opportunities.
Trigger Type | Implementation Example | Performance Lift
Scarcity | "Only 2 rooms left" | +178% urgency
Social Proof | "43 booked today" | +156% confidence
Authority | "Expert verified" | +123% trust
Reciprocity | "Free first delivery" | +245% activation
Loss Aversion | "Don't miss out" | +167% conversion
Optimisation Results:
- Purchase Intent: +187%
- Decision Speed: -43% time
- Cart Value: +34%
- Return Rate: -27%Execution
The growth marketer's friction reduction framework
To execute the above strategy effectively, a tactical approach is required, starting with the development of a robust conversion rate optimisation (CRO) framework. This framework involves systematically analysing user behaviour across various touchpoints, identifying potential friction points, and conducting A/B tests or multivariate testing to experiment with different design elements, messaging, and calls to action. By continuously refining the user experience based on real-time data and feedback, you can optimise each stage of the funnel, ensuring that users are encouraged to take the desired actions, such as completing a purchase or engaging further with your marketplace. The result is a more streamlined, efficient process that maximises conversions and drives sustained growth.
Conversion rate optimisation (CRO)
Phase 1: Data Collection
Method | Insights Generated | Action Items
Heatmap Analysis | 72% scroll depth | Restructure content
Session Recording | 3.4min avg time | Optimize key sections
Exit Surveys | Price concerns | Add price guarantees
User Testing | Navigation issues | Simplify menu structurePhase 2: Testing Strategy
Test Element | Variation | Result
CTA Button | "Get Started" → "View Prices" | +42% CTR
Hero Section | Benefits → Social Proof | +67% engagement
Pricing Display | Monthly → Annual with savings | +83% conversion
Navigation | 7 items → 4 key items | +29% retentionAcquisition channel optimisation
Before investing in ads, it’s essential to first optimize friction points within your acquisition channels, like enhancing site speed, simplifying sign-up processes, and ensuring clear and compelling messaging. By addressing these obstacles, you can ensure that the traffic you drive is more likely to convert, improving user experience and maximising the effectiveness and ROI of your advertising spend.
Channel | Common Friction | Solution | Impact
Paid Search | Landing page mismatch | Dynamic landing pages| +42% CVR
Social Ads | Click-to-value gap | Native-style content| +67% CTR
Email Marketing | Value proposition delay | Above-fold benefits | +83% open rate
Organic Search | Intent mismatch | Search intent maps | +95% quality trafficLanding page friction reduction
A key part of driving this optimisation will be landing page optimisation, which involves refining the page’s design, content, call-to-action buttons, and user flow to ensure it aligns with user intent, minimises friction, and maximises conversions, ultimately making it the most effective destination for visitors coming from acquisition channels.
Before Optimisation:
Metric | Performance
Bounce Rate | 73%
Time to Value | 47 seconds
CTA Clicks | 12%
Form Completion | 7%After Optimisation:
Metric | Performance | Key Changes Made
Bounce Rate | 31% | Instant value proposition
Time to Value | 8 seconds | Above-fold benefits
CTA Clicks | 34% | Social proof integration
Form Completion | 23% | Progressive form fillingContent approach to reduce friction
The content on the landing page needs to be carefully crafted to anticipate and address any potential sources of friction, ensuring that it clearly communicates the value proposition, answers common questions, and resolves concerns users might have. This includes highlighting key benefits, providing social proof or testimonials, offering a transparent explanation of the process, and addressing common objections with reassurances. By doing so, you create an environment where users feel confident, informed, and motivated to take action, effectively reducing friction and guiding them smoothly through the conversion process.
Content Type | Purpose | Format | KPI Impact
Trust Builders | Reduce anxiety | Social proof stories | +47% conversion
How-to Guides | Remove complexity | Step-by-step videos | +83% activation
FAQ Content | Address objections | Dynamic expandable | +62% completion
Success Stories | Demonstrate value | Before/after metrics | +91% sign-upsContent type framework
Content Type | Purpose | Format | KPI
Product Videos | Reduce uncertainty | 30-sec demos | +156% conversion
User Stories | Build trust | Video testimonials | +234% engagement
How-to Guides | Remove complexity | Interactive guides | +178% completion
Comparison Tools | Aid decision-making | Interactive tables | +145% conversionMulti channel friction approach
You must integrate your channel strategy across search, email, and social media in a way that eliminates friction at every step of the customer journey, ensuring that the messaging, offers, and design are perfectly aligned with user intent on each platform. This means creating a consistent, cohesive experience where users seamlessly transition from one channel to the next, whether they’re discovering your brand through a search ad, engaging with personalised email content, or interacting with your brand on social media. By aligning these touch- points to deliver a unified message and value proposition, you not only reduce any confusion or barriers but also build a stronger connection with users, making it easier for them to move through the funnel and convert.
Paid search:
Element Modified | Change Made | Impact
Landing Pages | Intent matching | +87% Quality Score
Ad Copy | Pain point focus | +43% CTR
Bid Strategy | Time-based optimisation | -31% CPA
Keywords | Long-tail expansion | +167% conversionAdvanced email segmentation
Trigger Type | Timing | Open Rate | Conversion
Browse Abandon | 1 hour after | 68% | 12%
Cart Abandon | 20 minutes after | 72% | 21%
Price Drop Alert | Within 5 minutes | 82% | 34%
Back in Stock | Immediate | 91% | 43%
Engagement Win-back | 30 days after last | 42% | 8%Social media and social proof automation
Platform | Content Type | Engagement Rate | Conversion Lift
Instagram | User-generated | 4.7% | +123%
Facebook | Social proof ads | 3.2% | +87%
LinkedIn | Industry insights | 2.8% | +92%
TikTok | Behind-the-scenes | 5.9% | +167% Proof Type | Display Logic | Conversion Impact
Activity Proof | Real-time updates | +178% engagement
Purchase Proof | Time-based display | +234% urgency
Stock Level | Inventory sync | +167% scarcity
User Milestones | Achievement display | +145% trust
Automation Metrics:
- Update Frequency: 5min → 30sec
- Relevance Score: 6.8 → 9.2
- Trust Impact: +189%
- User Engagement: +234%
A/B testing
Version | Copy Approach | Result
Original | "Sign up now" | 2.3% CTR
Test 1 | "Start browsing" | 3.7% CTR
Test 2 | "View menu" | 8.2% CTR
Test 3 | "See today's deals" | 12.4% CTRIntegrated growth loops
However, while good channel strategy can help remove friction, it does come with costs that inly increase over time. Hence, one crucial factor you can’t neglect in scaling your marketplace, is the power of growth loops. By integrating elements like trust, word-of-mouth advocacy, referrals, and user actions within the product itself, you create a self-reinforcing cycle where satisfied users actively promote your marketplace to others. This organic growth significantly reduces your customer acquisition costs, as users become your marketing engine, driving new users without the need for traditional advertising spend. With each new user who advocates for your platform, the loop expands, further amplifying your reach at a fraction of the cost, allowing the value you provide to compound and scale your growth exponentially.
Loop Element | Optimisation | Result
Referral Prompt | Post-purchase timing | +127% shares
Reward Structure | Dual-sided incentive | +243% referrals
Share Message | Personalised content | +156% CTR
Landing Experience | Custom welcome | +178% conversionAdvanced review system optimisation
Finally, reviews play a crucial role as part of the customer experience, acting as a key driver in faster decision-making. When potential customers see positive reviews and testimonials, it reduces uncertainty, builds trust, and helps them make informed decisions quickly. This not only accelerates the purchasing process but also creates a cycle of social proof that fuels future growth. Satisfied customers leave reviews that encourage new users to take the plunge, and as more users engage with the platform, the volume of reviews increases, further reinforcing trust and attracting even more customers.
Review Feature | Implementation | Impact
Video Reviews | User-generated content | +267% trust
Verified Buyer | Badge system | +189% credibility
Response System | Merchant engagement | +156% confidence
Review Sorting | Smart algorithms | +123% relevance
Review Optimisation Results:
- Review Rate: 12% → 34%
- Review Quality: 6.7 → 8.9
- Review Influence: +178% conversion
- Review Gaming: -89% suspiciousMeasure and optimise
Growth metrics and scaling framework
Understanding how to measure, optimise, and scale marketplace operations is key to sustainable growth. Measuring performance through metrics like conversion rates, user retention, and customer satisfaction helps identify areas for improvement. Optimisation refines processes, ensuring efficiency and better user experiences. Scaling then involves replicating successful strategies, investing in automation, and adapting to increased demand while maintaining service quality, ensuring long-term growth and value.
Comprehensive measurement framework
North Star Metrics (NSMs) are key performance indicators that provide a clear focus for marketplace growth, helping align teams around a single, critical metric that drives long-term value. The NSM varies by marketplace type, as each marketplace operates differently and serves distinct user needs.
For a product marketplace (e.g., eCommerce platforms), the NSM might be "Total transactions" or "Gross Merchandise Value (GMV)", reflecting the volume of sales and the overall economic activity on the platform. This metric directly correlates with the value being created for both buyers and sellers.
For a service marketplace (e.g., freelancing platforms like Upwork), the NSM could be "Completed projects" or "Active users", as these metrics highlight the success and engagement of users, ensuring that the platform is effectively facilitating transactions and providing value to both service providers and consumers.
In a peer-to-peer marketplace (e.g., Airbnb), the NSM might be "Nights booked" or "Bookings per user", as it measures platform utilization and the overall success of hosts and guests engaging with the platform, driving both supply and demand.
For a B2B marketplace (e.g., Alibaba), the NSM could be "Number of business transactions" or "Vendor engagement rate", reflecting the platform’s success in facilitating transactions between businesses, driving value for both sellers and buyers in a global or niche market.
Each marketplace type needs to choose an NSM that aligns with their business model and long-term goals, ensuring it drives the right behaviour and growth outcomes across the platform.
Marketplace Type | North Star Metric | Supporting Metrics
E-commerce | GMV per Active User | AOV, Purchase Frequency
Service | Booking Frequency | Provider Utilisation
Content | Time Spent per User | Creation Rate, Shares
B2B | Annual Contract Value | Sales Cycle Length
Growth Metrics Matrix:
Top Level:
- Weekly Growth Rate: Target 7-10%
- Net Revenue Retention: Target 110%+
- User LTV/CAC Ratio: Target 3:1+Advanced funnel optimisation
Funnel performance benchmarks that evaluate the effectiveness of each stage in the marketing and sales process, from user acquisition to retention, help assess how well a marketplace is attracting, engaging, and converting users. By comparing benchmarks such as traffic volume, sign-up rates, conversion rates, and customer retention against industry standards or past performance, businesses can identify areas for improvement, optimise strategies, and drive better growth outcomes.
Stage | Benchmark | Top Performer | Optimisation Lever
Awareness → Lead| 3.2% | 7.8% | Social Proof (+143%)
Lead → Sign-up | 24% | 45% | Friction Reduction (+87%)
Sign-up → First | 35% | 67% | Value Demonstration (+92%)
First → Repeat | 22% | 48% | Success Celebration (+118%)
Key Optimisation Results:
- CAC Reduction: -34%
- Conversion Rate: +156%
- Time to Value: -67%
- Retention Rate: +89%Growth engine scaling
Every marketplace ultimately needs to scale rapidly. Hence the inherent growth engine needs to scale in a structured approach by navigating the different stages of a marketplace's evolution, from product/market fit to becoming a category leader. At the early stages (0-10K monthly users), the focus is primarily on retention, where key metrics like week 1 return rate help identify how well users are engaging with the platform. As the marketplace progresses (10K-100K users), the focus shifts toward acquisition, with CAC by channel being a critical metric to determine the most cost-effective channels for growth, such as SEO, SEM, social, or referrals.
At the scaling phase (100K-1M users), the focus moves to optimising efficiency, where metrics like unit economics guide decisions to maximise profitability while scaling. Finally, in the category leader phase (1M+ users), the marketplace aims for dominance, tracking metrics such as market share to ensure its position at the top.
Stage | Monthly Users | Primary Focus | Key Metrics
Product/Market | 0-10K | Retention | Week 1 Return Rate
Channel/Market | 10K-100K | Acquisition | CAC by Channel
Market Scaling | 100K-1M | Efficiency | Unit Economics
Category Leader| 1M+ | Dominance | Market Share
Channel Scaling Matrix:
Channel | CAC | Scale Limit | ROI
SEO | $12 | 100K/mo | 840%
SEM | $45 | 500K/mo | 380%
Social | $28 | 750K/mo | 560%
Referral | $15 | Unlimited | 920%Revenue optimisation framework
A key next step in growth engine scaling is implementing a Revenue Optimisation Framework, which focuses on maximising revenue by optimising key levers such as customer lifetime value (CLTV), average order value (AOV), pricing strategies, and upselling or cross-selling opportunities. By refining pricing models, leveraging data for personalised offers, and improving retention, businesses can drive higher revenue per user and enhance profitability. This approach ensures sustainable growth by optimising both acquisition costs and long-term customer value.
Revenue Lever | Implementation | Impact
Dynamic Pricing | Demand-based pricing | +34% GMV
Bundle Offers | Cross-category packages| +56% AOV
Loyalty Program | Tiered rewards | +78% LTV
Premium Features | Subscription tier | +123% ARPU
Revenue Optimization Results:
- ARPU: $67 → $149
- Margin: 23% → 31%
- Retention: +45%
- Recurring Revenue: +89%Scaling infrastructure
As revenue and scale increase, the marketplace must quickly scale its infrastructure to support more users, transactions, and data. This involves expanding server capacity, optimising databases, and ensuring uptime with load balancing, cloud resources, and disaster recovery solutions. Technical scaling comes with significant costs, including cloud computing, bandwidth, and data storage. To manage these costs efficiently, businesses often use scalable cloud platforms and automate processes with DevOps tools, ensuring infrastructure grows flexibly while maintaining performance and controlling expenses.
Component | Scale Point | Cost Structure | Performance Impact
Database | 1M users | $0.02/user | -65% query time
Caching | 10M requests | $0.001/request | -78% load time
CDN | Global | $0.015/GB | -89% latency
Search | 100K SKUs | $0.05/search | -92% search time
Infrastructure ROI:
- System Uptime: 99.99%
- Page Load: 0.8s
- API Response: 120ms
- Search Speed: 200msGlobal scaling framework
With infrastructure expansion comes the need for regional scaling, where the marketplace must adapt to local markets by supporting different languages, currencies, and regulations. A global scaling framework helps guide international expansion, focusing on key metrics such as local CAC, market share, and retention rates. It also involves addressing compliance, local payment systems, and customer support to build trust in new regions. By localising content and optimising for specific market needs, businesses can scale efficiently and drive growth across diverse international markets.
Region | Market Entry | Break-Even | Key Success Factors
APAC | $250K | 6 months | Local partnerships
EMEA | $400K | 8 months | Payment methods
LATAM | $200K | 5 months | Mobile first
NA | $500K | 9 months | Service quality
Localisation Requirements:
- Language: Native content
- Payment: Local methods
- Support: Regional team
- Marketing: Cultural adaptationOptimisation roadmap
Once your business reaches global scale, quarterly measurement is essential for success. A quarterly optimisation roadmap focuses on reviewing key metrics like CAC, CLTV, and regional performance to refine strategies. Each quarter, your business should assess data, conduct A/B testing, and adjust tactics to improve marketing, product features, user experience, and infrastructure. This iterative approach ensures agility, drives smarter investments, and supports sustainable growth in a competitive global market.
Quarter | Focus Area | Expected Impact
Q1 | Core Experience | +45% retention
Q2 | Monetisation | +67% ARPU
Q3 | Scale Efficiency | -34% CAC
Q4 | Market Expansion | +89% GMV
Implementation Priority:
1. Quick Wins (1-2 weeks)
2. Medium Impact (1 month)
3. Strategic (1 quarter)
4. Transformational (6 months)Performance benchmarking
Finally, performance benchmarking is essential to quantify your success and determine whether your marketplace's performance is on track. By comparing key metrics against industry benchmarks within specific categories, you can assess whether your results are competitive or need improvement. These benchmarks, which vary by marketplace type (e.g., product, service, or peer-to-peer), offer a reference point for metrics such as conversion rates, customer acquisition cost (CAC), retention rates, and revenue growth.
For instance, in a product marketplace, you might benchmark against GMV (Gross Merchandise Value) or order frequency, while in a service marketplace, the focus might be on the number of completed projects or active users. These industry benchmarks help identify gaps in performance, set realistic growth targets, and inform strategic decisions. By continuously tracking performance against these benchmarks, businesses can gauge their competitiveness, adapt quickly to changing market conditions, and drive sustained growth.
Metric | Industry Avg | Top Performer | Your Target
Conversion Rate | 2.3% | 5.7% | 4.5%
CAC | $45 | $23 | $30
LTV | $156 | $450 | $350
Churn Rate | 5.8% | 2.1% | 3.0%
Improvement Targets:
- Monthly Growth: 15-20%
- Margin Expansion: 5-7%
- Cost Reduction: 10-15%
- Quality Metrics: 20-25%Removing friction is central to driving sustainable growth in any marketplace. From identifying and addressing friction points in the user journey to optimising acquisition channels and personalising experiences, every step contributes to a more seamless and efficient path to conversion. By implementing a strategic framework for measuring, optimising, and scaling, marketplaces can ensure that their infrastructure, content, and user experience are aligned to remove obstacles that hinder growth. Integrating trust, leveraging growth loops, and focusing on continuous performance benchmarking allow businesses to fine-tune their strategies, maximise ROI, and expand globally. Ultimately, by eliminating friction, marketplaces not only enhance user satisfaction but also unlock the full potential for growth, scaling efficiently while maintaining a strong competitive edge.
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