Step 1: Find what you want

How to slow... it... down: Don't categorize any of your products. Don't even add a search function to your site. And most importantly, when they find what they want, put the product information three clicks deep.

How to speeditup: Beyond facilitating navigation, search, and selection, you should also spotlight hot products on the front page. If it's new or a hot seller, then the majority of people will find what they want right away and be able to proceed to step two much faster.

Step 2: Add items to the shopping cart

How to slow... it... down: Add additional steps. When they click "Add to shopping cart," ask them what size they want. What colors they want. Check to see if the product is in stock. All the things you could have done before they click "Add to shopping cart," have them do it after.

How to speeditup: Put the "Add to shopping cart" logo very close to the product name. Keep its location consistent for every product.

Step 3: Review the shopping cart

How to slow... it... down: You want them to buy lots of products, right? So after shoppers select a product, take them back to the front page for more shopping. Keep the "View shopping cart" button hidden way at the bottom of the page. Heck, put it in a different place on every page. You don't want them to check out before they've loaded up their shopping cart.

How to speeditup: Whenever a shopper clicks the "Add to shopping cart" button, immediately go to the "View shopping cart" page. Give them the option to check out or go back to shopping. While shopping, the "View shopping cart" button should always be visible right next to the "Add to shopping cart" button.

Step 4: Select check out

How to slow... it... down: This is where you can be a real champion. Sure you want to make a sale, but here's your chance to pounce. Why not ask them some demographic questions? Or how about pushing another unrelated product on them? You've got a captive audience. They wouldn't possibly abandon the shopping cart now, would they?

How to speeditup: If they're already a registered user, and you have all their vital information, skip the next step and get them to review the purchase order immediately. Clicking on "Check Out" should take you there right away.

Step 5: Enter information for purchase

How to slow... it...own: A website is so impersonal. Wouldn't you like to know more about your visitors? Since they're taking the time to enter their address and credit card information for probably the one-billionth time online, I'm sure they'd be happy to answer some completely unrelated questions. Think how many more shirts you could sell if you knew what their favorite color was?

How to speeditup: Here's your biggest possible slow down. You want them out of here FAST! ONLY ask questions you NEED. Address and credit card information. That's it. Give them the OPTION to register so they'll never have to do this again. Don't make it a requirement.

Step 6: Review purchase order

How to slow... it... down: Here's your last chance to sell more products. Everyone loves ads on their purchase orders. Throw a few more on. You might sell a few more items. I'm sure the increase in sales will offset the number of customers who abandon their shopping cart.

Purchase orders can be dull. Spice it up. Everyone loves additional information. Add pictures, designs, and a new look. Break away from the old mold of the purchase order.

How to speeditup: Be dull. Black text on white paper. Include only the vital information. Give an option to print out for the customer's records.

Step 7: Click to purchase

How to slow... it... down: Tell them you'll email them back within 48 hours to see if their order has been processed and if any of the products are in stock. Everyone loves to wait.

How to speeditup: Once clicked, add a confirmation page to let them know that the order has gone through. In addition, let them know that they can review the status of their order at anytime by checking the purchase order number.