With clearly defined goals, it's easier to predict your campaign's success. But many stores hide the products or services they want to sell deep within their web sites. When prospective customers eventually find them there is often little information provided helping the customer make a buying decision. As disgruntling to customers as this is the main problem is that stores are so badly constructed that shoppers can't figure out how to place an order anyway. Make it easy for customers to see what they want and easy to find how to place an order.
Passive order taking seems to exists, but is it passive.
When a store puts impulse buying objects at end of aisle or by check out counter. At the ordering stage is when a purchaser wants to be assured they are making the right decision. Go to our order page and your Company Store becomes a reality. Are deal closers, just the same as when you take the proffered pen from a salesperson. They are not transferred to a page that acknowledges receipt of their order along with a unique reference number for tracking.