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BA 65 Hour 5 ~ Creating an Ecommerce Site
 

BA 65 Hour 5 ~ Creating an Ecommerce Site

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    BA 65 Hour 5 ~ Creating an Ecommerce Site BA 65 Hour 5 ~ Creating an Ecommerce Site Presentation Transcript

    • Creating an Ecommerce Site Planning and Managing Your Business Web Site BA 65
      • "A lot of advertisers lined up to throw money at this stuff because they were caught up in the hysteria about the Web.
      • But now they want to know how you make money selling a $1.59 bottle of dish detergent on the World Wide Web.“
      • Karen Burka
    • Business Basics
      • Proof of Concept - look before you leap
      • Cost of online presence
      • Is your business suited for online?
      • Great Job @ 80% vs. Poor Job @ 100%
      • Usability - work hard on this one
      • Customer Service - anytime, anywhere
      • Make your choices carefully and deliberately
    • What is Ecommerce?
      • “ Using the Internet to transact business with your customers”
      • Web site must justify costs
      • Monitor success from the start
      • Competition may influence decisions
      • Market share - you need it - study competitors
    • Web Storefronts
      • Ecommerce and Web storefront - obvious
      • Not everything sells on the web
      • Significant sales requires aggressive marketing
        • Traditional and non-traditional
      • 3 elements to storfront
        • Catalog
        • Order
        • Payment
    • The Catalog Element
      • Displays information about your product or services
      • Build online catalog two ways:
        • Individually designed Web pages - static pages
        • Pages generated from database by Web Software
    • The Order Element
      • Keeps track of your customers’ catalog selections
      • Buy Now - straight to payment - one product
      • Cardinal rule of ecommerce
        • “ Always make it easy for your customers to BUY”
      • Multiple purchase with shipping, taxes
      • Bring on the Shopping Cart
    • The Payment Element
      • Lets your customers pay for their orders
      • Low tech - phone call - not ideal
      • Most people want to purchase on your site
      • Third party payment processors - PayPal
        • Low end, low cost option
        • Basic HTML
        • Could cost you in the long run - per transaction
      • Web software - high end - payment gateway
    • Storefront Options
      • Simplify matters
      • Do you require a shopping cart?
      • How much control do you need over the appearance of the storefront?
      • Do you want to accept credit card payments over the internet?
    • How Do You Decide?
      • Are you in business to make a profit?
      • Estimate the value of a Web storefront and budget accordingly - ROI
      • If using a shopping cart - get experienced help
      • Options, options, options
    • The ASP Question
      • Application Service Provider - access to specialized software that runs on the server
        • Storefront services - “hosted”
      • Login to service provider’s Web site - to edit
      • Product Data stored in database on service provider’s network
    • The ASP Question
      • Host part or all
      • Vendor maintains service - advantage
      • You do not have 100% control - disadvantage
      • With ASP the total cost of your storefront is lower
    • Shopping Cart Software
      • More control over appearance than ASP
      • You will need some professional help
      • Buy license and avoid monthly fees (ASP)
      • More complex - more expensive
      • Two distinct elements:
        • An Administration site - interface to manage
        • A public site - the customer side
        • Both share a database
    • Shopping Cart Software
      • Hunting for shopping cart
        • Different prices, features, configurations
      • Your shopping cart should support your Web site goals, Web site plan and storyboard
      • Does your Host offer to install?
      • Focus on both customer and admin sides
      • Shopping cart should make your life easier!
    • Shopping Cart Features
      • Try before you buy - all carts are not the same
      • Categories - Subcategories
      • Product Listing and Detail
      • Shipping
      • Taxes
      • Price Levels
      • Coupons
      • Product Options
      • Payment Gateway Support
      • Customization
    • Understanding Online Payments
      • Mind-boggling array of chopping carts
      • Complexity is high - easily confused
      • Most misunderstood element of ecommerce
      • Pay for too much, too little, or wrong things
      • Become knowledgeable - your work is not done with this class
    • Accepting Credit Cards
      • Compare payment processing to traditional point-of-sale scenario to understand
      • Goal - transfer money from customer credit card account to your merchant account
      • Need to establish merchant account 1 st
    • What is a Merchant Account?
      • A special account you set up with your bank for receiving credit card payments
      • Where all payments are deposited
      • May take a few weeks to setup - Internet Merchant services
      • Two types of merchant accounts
        • Card Present - point of sale card swipe
        • Card Not Present - MOTO
      • All Internet transactions are Card Not Present
    • Understanding How Credit Card Payments Work
      • 3 steps:
        • Authorization - verifies that the customer’s card is good for transaction
        • Capture - collects the transactions you are ready to settle into batch
        • Settlement - transfers the money from your customer’s credit card account to your merchant account
      • Purchase - Authorization - Capture - Batch
    • Why the Payment Gateway is Important
      • No face-to-face
      • Payment Gateway - Internet payment processor
        • VeriSign - Authorize.net
      • Acquiring Financial Institution - arranged your merchant account - may be bank or other
      • Economic sense - you may get discount
      • Payment Gateway - connects Web site with merchant account’s banking network
    • How Internet Payment Works
      • Getting paid - Authorization and Fulfillment
      • Customer enters credit card information
      • Shopping cart software process the order
      • Payment gateway requests authorization from customer’s financial institution
      • Merchant uses admin tools to capture payments
      • Payment gateway settles capture payments
    • How Internet Payment Works
    • Merchant Interface
      • Capture, void, and refund charges
      • Browser-based from payment gateway
      • Login (daily) - review - process
      • Settle payments, transfer funds from issuing financial institution (customer) to acquiring financial institution (your bank)
      • Process refunds
    • Potential Payment Trouble Spots
      • Not to complicated is it?
      • Easy process - logistics of implementing process that causes all the problems
      • Forewarned is Forearmed
    • Potential Trouble Spot #1
      • Your Customer and Your
      • Shopping Cart Don’t Get Along
      • Which credit cards do you accept?
      • Communication problem not technology
      • Visa, MasterCard - for sure
      • American Express, Discover - maybe
      • Shopping cart designed for optimum usability
    • Potential Trouble Spot #2
      • Your Shopping Cart Software Won’t Work With Your Payment Gateway
      • Not all shopping carts support all gateways
      • VeriSign vs. Authorize.net
      • Each payment gateway has its own rules for how transactions must be formatted
    • Potential Trouble Spot #3
      • Your Merchant Account Doesn’t Accept Online Payments
      • Must be able to accept Internet payments
      • Internet transactions considered more risky than tradition point-of-sale transactions
      • Financial institutions use different fee schedules to accommodate the risk
    • Potential Trouble Spot #4
      • Your Payment Gateway Won’t Work With Your Merchant Account
      • Question: Will my payment gateway communicate with my financial institutional banking network?
      • Ask before your purchase - move forward
    • Small Budget Payment Alternatives
      • Setup charges and monthly fees with merchant account may be too steep
      • Cheapest method? - don’t do transactions over the net - phone, store, mail
      • Manual labor has it’s cost!
      • Internet shoppers participate in “Web Culture”
      • Solutions exist to suit your needs
    • The PayPal Alternative
      • PayPal is the third most popular third-party Internet payment processor (no setup fees, monthly charges)
      • eBay liked it so much they bought it!
    • The PayPal Alternative
      • How it works:
        • PayPal establishes account for you
        • Customer get directed to PayPal with special code
        • Customer pays - PayPal deducts service charge and deposits the payment into your PayPal account
        • Your request payment from PayPal - check, deposit
    • PayPal IPN
      • IPN - Instant Payment Notification
      • Used for delivering electronic payload (eBooks, files, etc)
      • Secure way to guarantee that customers paid for your product before they received access to a download
      • Shopping cart will need to support IPN
      • Use of gateway page to deliver product
    • Payment Security
      • “ Internet is a global network of computers with a large community of hackers”
      • Hackers have all the latest toys and tools
      • Don’t use email to send critical passwords or any other confidential information
      • Online protection for yourself, and your customers, is as important as offline security
    • SSL and Digital Certificate
      • Secured Sockets Layer (SSL) - exists to take normal online forms and make them secure
      • To apply SSL to Web site you must acquire a digital certificate authority
      • Unique key that your Web host installs on server
    • SSL and Digital Certificate
      • Encryption of data - hard to crack
        • 40-bit - Shopping sites use (most browsers support
        • 128-bit- Banks may use - (older browsers my not support
      • Your shopping cart host may provide a common checkout facility for all vendors
      • $50 - $350 a year (multiple-year/renewal discount
    • Understand Customer Concerns
      • Hackers
      • Spam
      • Upfront about security and privacy with customers
      • Allow your customers to feel comfortable as quickly and easily as possible by addressing issues
    • How Secure is my credit card information?
      • Provide easily accessible security link that explains your why your site is secure
      • Explain the techniques you use such as SSL
      • Display logo of authority digital certificate
      • Make sure site switches to secure mode before information is sent
      • Liability - don’t store credit card numbers - customers will reenter - and feel safe
    • What do you do with my personal information?
      • Write and provide your privacy policy
      • Don’s share customer information with others
      • Don’t use email address for others to see
      • Opt-in approach to electronic communications
      • Opt-out approach - customer must do something
      • Most customers see something they didn’t ask for as junk
    • How long will it take for my order to arrive?
      • Customers expect quick order fulfillment
      • Tell your customers upfront how long it will take to process and ship the order
      • Ideally you should ship in 24 hours
      • Rapid delivery choice
      • Charging credit card
    • What is happening with my order?
      • Let customers know you have received order
      • Let customers know you have shipped order
      • Email will work for this
      • If you offer custom merchandise maybe you should allow customers to check on order through your Web site
    • Am I really getting a good deal here?
      • Price is not only concern to customers
      • Give your customers information that explains why buying from you is better than buying from your competition
      • “ I offer only the highest quality merchandise!”
      • Remind customers of excellent return policy, free shipping, or whatever else makes your product or service superior - be creative!
    • What if there is something wrong with my order?
      • Online purchasing doesn’t allow for your customer to touch, feel, and see your product before they purchase
      • Make your return policy very clear - and be generous - You want customers to purchase again
      • Comfortable customers comeback for more
      • First impressions work on the Internet
      • "If anything, e-commerce will cause mom-and-pop-like businesses to proliferate. E-commerce redefines the neighborhood, the community, and the customer relationship. Instead of creating limits, it creates access to opportunities."
      • "Mark," Decatur, Illinois, Fast Company, September 1999