Nirav Sheth writes that if we ask for less, they will buy more. He's referring to reducing the number of steps to checkout in an ecommerce strategy. There's nothing worse than asking the consumer to make a purchase in five steps when they can do it in two. He believes that to ask the consumer to do less, the Web site must take on the burden. That means a possible redesign at checkout. One way is to tie ZIP codes to cities and states. Similarly, the first few numbers of the credit card can provide insight into the credit card type, eliminating one more box that customers need to fill in.