I made a short screencast on Friday showing how Panic does a great job with the shopping cart for their products. In We Have Always Done It That Way, I write about getting out of the way when someone is ready to invest in your product or service:

When a member has made the decision to invest more money in the association by purchasing a product or paying dues online, get out of their way and make it as easy as possible for them to complete the transaction.

Panic does a great job of this with their site. They collect the bare minimum of information for completing the transaction. They don’t even ask for you to subscribe to a newsletter! Watch the video below to see a demo with my commentary.