This invention is directed to a computer-implemented system and method for regulating the flow of users into an on-line wizard, thereby improving the experience of users entering the wizard. The flow is regulated by an on-line wizard manager that measures the load experienced by one or more servers associated with the on-line wizard. When new user requests to access the on-line wizard are received by the wizard manager, the manager determines whether access to the on-line wizard should be granted immediately or delayed for a period of time based upon the measured load on the servers. If a delay is warranted, the user is presented with information about the delay. After the delay period, the user is granted access to the on-line wizard.