The original article is no longer online. This question is not very clear, but I'll try to answer the best I can.
Online ordering system vary widely due to the software used. The basic process is to provide an order page that summarizes what the customer is ordering, the guarantee and how the product will be delivered. This is important to note since many new Internet users are not familiar with digital products and will wait for the item to be delivered.
The biggest problem is getting the customer to the download page. This usually involves instructions for the customer to follow, which they don't see. In PayPal, this is the "Return to Merchant" button. By clicking on this button, the customer is sent to the download page to get their product. If they don't click on that button, they don't get the next set of instruction. For this reason, it's important to have a good follow-up series of eMail messages that provide them with instructions in case they missed the download or delivery information.
During the order process itself, the customer already has agreed to purchase. Since they are in this buying mood, why not offer them an upgrade or upsell? This is the process of offering them a complementary product to enhance what they have already purchased or to upgrade to a "premium" service. The response on these can be as high as 50% - if you have a good offer.
The fast food industry does an excellent job of this with their super-size offers and "would you like a drink with your order?" The problem arises when you try an upsell something that is not directly related to their purchase.
