It's clear that the design and active management of the checkout process can have a significant impact, positive or negative, on the profitability of all online business. In extreme cases, it can be the difference between success and failure. As one e-commerce head said, "If you are an aspirational luxury brand, a customer might visit your site 100 times or more before they decide to purchase. I'm going to do everything I possibly can to remove any barrier to that decision being realized as a committed purchase."