Allow them to order your product electronically, of course. But don't stop there. Post your toll-free telephone order line. Help them find the nearest outlet in their city from which they can buy your product. But losing the business because your customer wants to pick up the phone is the most expensive transaction of all.
Satisfied customers return to buy.
Your satisfied customer base becomes one of your greatest assets. They'll provide continued revenue in good and bad times, and refer plenty of prospects to your business. Then optimize your actions for that audience. So as you design or enhance your eBusiness, don't forget the old lessons. They still hold true today.