If Research Online and Purchase Offline (ROPO) is going well, then your online store needs focus.

When customers complete their purchases mostly offline despite researching online, it's crucial to identify why this happens. Here are some typical indicators to consider:

1. Online Engagement vs. Transactional Efficiency: ?If you have strong online engagement, but low transaction completion rates, your website's transactional aspects need attention. Focus on improving payments, coupons, cart management, and similar features.
2. Returning Customers Without Transactions: If you have many returning visitors who don’t complete purchases, there may be a gap in information or miscommunication between your online and offline channels. Ensure that product information, pricing, and promotions are consistent and clear.
3. Inconsistent Fulfilment: If there are periodic inconsistencies between your online and offline operations, this likely points to an issue with online fulfillment. Ensure that your inventory, shipping, and delivery processes are reliable and efficient.

These indicators provide a framework for diagnosing issues specific to your business. The goal is to ensure that your online store offers an experience as seamless and compelling as your offline store, allowing customers to choose their preferred purchasing method based on convenience, not necessity.