Abstract

The ROPO effect (research online, purchase offline) corresponds to the process by which customers first search for information on the web and then finalize the transaction in a physical store. Like “showrooming”, the opposite trend, ROPO is a natural and common human behaviour that will not die off as digital consumer culture continues to evolve. Libraries can benefit from these practices if they are able to align their contents with user needs, offer library web sites with a user-centred design, and improve the user-experience. In this way, users can search for information on Internet, find and evaluate their library’s contents, and then go to the physical library to use its collections and services.

Abstract

On the internet, statistical tools are essential to measure the results of online marketing campaigns. The lack of those tools is annoying because companies cannot make decisions based only on intuition and expectations. A webmaster has to know clearly the objectives and targets, and has to fight to enlarge the user base and to improve their conversion rates. Google Analytics offers the best statistical service: good quality, friendly interface and free service. It offers not only statistical data, but improves the ROI of the companies, i. e., it helps them to earn more money. This is why Google Analytics is used more and more everywhere.