With a little care you can significantly increase the overall performance of your BookShop. Use neat and clean HTML to design your 'BookShop Template'. All BookShop pages are created using this design and bad HTML will cause pages to load slowly on your visitors browsers. Try to keep the size of the 'Template' as small as possible. Minimise the number of Images.
More images always make things slower.
It is always a BAD idea to put Java Applets on Dynamic Pages, Netscape will probably hold everything for several seconds. Javascripts are not always browser friendly, so check them thoroughly or better do not use them if in doubt. Remember, less CODE means smaller page size and faster download. Try to use a simple TEXT Editor if your 'Too Easy to Use' HTML Editor is not too good for this.