Do You Make it Easy to Order on the Web? (My Bet is No.)

5. Before you go live with the order process, turn 10 to 20 strangers loose on your Web site to create a pro forma order to make sure the system is foolproof and facilitates easy ordering.

6. Give these 10 to 20 strangers a $25 gift as a thank-you for their time.

Finally, I invite readers to go to any of the Web sites listed above and figure out how to order the same gift for two different people at two separate addresses.