When an internet retailer of any description is looking to increase sales, the first place to look for improvements is the checkout process. Because once a customer has made it to the checkout they simply want to pay.

And what you shouldn't do at such a special retail moment is distract the deliriously happy customer with other marvelous things to look at and other great places to go. Obvious, really, quite obvious. Can you imagine the furore in Sainsburys if an assistant dragged off the person at the head of the checkout queue to show them some absolutely brilliant TV bargains! "Now you just must come and see these!"

A funnel. Only one way out. No links, no distractions.

On the internet distractions happen all the time. After all, it's what the internet is about, a self-directed search for content (informational or product). But to sell efficiently, you need to break internet rules, remove all the distractions and make a funnel. Thats right. A funnel. Only one way out. No links, no distractions.

I remember when I suggested this approach to a well established internet retailer in 2000 they thought I was insane. "Surely", they said "you cannot be serious when you say remove the link to the bundle of towels from the credit card details page?!" Of course I was serious! Remove 'em all, I said. But they didn't. They hadn't seen the light.

And when you have seen the light it's actually very easy. Do it yourself. You don't need my help in this apart from this initial Road to Damascus Experience. Print screens of all your checkout process from the place users first click 'Checkout' and simply cross out all the links, yes, all of them except the one that goes to and through the checkout. Then pass the prints to your developers and tell them to remove the links you've crossed out, and to ask no questions. You won't regret it. The harder you are on distractions, the more your customers will actually buy. That's usability at the checkout in retail, funnel to get sales.