Electronic Commerce  Selling on the Internet
Source:  NUA Internet Surveys
1.17 billion by 2005
<ul><li>What is E-Commerce? </li></ul><ul><ul><ul><li>The use of diverse applications of the Internet such as Email, Usene...
Static Interactive Transactional Integrated Access <ul><li>Advertising </li></ul><ul><li>Marketing </li></ul><ul><li>Infor...
Source:  NUA Internet Surveys
U.S. e-commerce retail sales ... <ul><li>$36 billion in 2001  </li></ul><ul><li>Approximately 1.1% of total retail sales <...
What people are buying on the Web . . . <ul><li>Airline tickets </li></ul><ul><li>Computer hardware </li></ul><ul><li>Appa...
Know why you are on the Web???
<ul><li>To make money ? </li></ul><ul><li>To disseminate information ? </li></ul><ul><li>To stroke your own ego ? </li></u...
The Internet  Market Channel
&quot;With few other sectors of the economy turning in double-digit growth, the Web continues to offer compelling opportun...
U.S. small business stats . . . <ul><li>80% have at least one computer </li></ul><ul><li>Two-thirds have Internet access <...
Small businesses using Internet for  customer relations and marketing tool  . . . <ul><li>>50% with Web sites exchange e-m...
Small business Web site stats . . . <ul><li>50% indicate Web site provided  </li></ul><ul><li>100% return on investment </...
Examples of  Mississippi E-Businesses ...
www.jubilations.com
www.iceboxframes.com
www.virtualcities.com/crown.htm
www.dixiesnow.com
www.pleasantgrovesoaps.com
www.mcdonaldfuneralhome.com
www.cjsbows.com
www.dixiecraft.com
Getting Started
Who is going to design, build, and maintain the site??? In-house vs. Outsourcing
Outsourcing . . . Know who you are hiring! . . .  and get it in writing!!!
Source:  Dr. Gary Wingenbach, Texas A&M Service Brochure Site Storefronts Setup fee $25-50 $50-100 Web site design $200-10...
What do you need for an e-commerce site . . . <ul><li>Domain name </li></ul><ul><li>Web site/store </li></ul><ul><li>Web s...
What do you need for an e-commerce site . . . <ul><li>Domain name </li></ul><ul><li>Web site/store </li></ul><ul><li>Web s...
What’s in a name??? EVERYTHING!!!
www.yourname.com
What do you need for an e-commerce site . . . <ul><li>Domain name </li></ul><ul><li>Web site/store </li></ul><ul><li>Web s...
What do you need for an e-commerce site??? <ul><li>Web store </li></ul><ul><ul><li>Online product catalog </li></ul></ul><...
What do you need for an e-commerce site . . . <ul><li>Domain name </li></ul><ul><li>Web site/store </li></ul><ul><li>Web s...
Internet Service Provider ISP
What do you need for an e-commerce site . . . <ul><li>Domain name </li></ul><ul><li>Web site/store </li></ul><ul><li>Web s...
Advertising and Promoting Your Web Site Build It And They Will Come??? www.searchengines.com
What do E-Customers Want?
Factors driving repeat visits to a Web site . . . <ul><li>High quality content </li></ul><ul><li>Ease of use </li></ul><ul...
Reasons Why People Shop the Web . . . <ul><li>Easy to place an order </li></ul><ul><li>Large selection of products  </li><...
The key is  consumer confidence  . . . <ul><li>Fun and easy to navigate sites </li></ul><ul><li>Pages that appear professi...
The key is  consumer confidence  . . . <ul><li>Good prices and clear representation </li></ul><ul><li>of all charges </li>...
The key is  consumer confidence  . . . <ul><li>Good prices and clear representation </li></ul><ul><li>of all charges </li>...
Navigation
<ul><li>Navigational Tools  </li></ul><ul><li>Location </li></ul><ul><li>Consistency </li></ul>
<ul><li>Where am I? </li></ul><ul><li>Where have I been? </li></ul><ul><li>Where can I go? </li></ul>Don’t make me think!!!
 
3 clicks and you’re out!
Professional  Pages
“ People want to do business with  people they believe to be professional.” Reference:  Flanders/Willis; Web Usability Spe...
Product Information
 
Customer Assistance
<ul><li>E-mail </li></ul><ul><li>Telephone number </li></ul><ul><li>Fax </li></ul>Contact Us:
Ordering Process
 
Payment Options
<ul><li>Snail Mail </li></ul><ul><li>Telephone </li></ul><ul><li>Fax </li></ul><ul><li>Intermediary </li></ul><ul><li>Onli...
Secure Transactions
 
 
Shopper  Privacy
 
Technical and Design Considerations
Elements to consider . . . <ul><li>Bandwidth </li></ul><ul><li>Browser compatibility </li></ul><ul><li>Color palette </li>...
Elements to consider . . . <ul><li>User interface </li></ul><ul><li>Screen compatibility </li></ul><ul><li>Readability </l...
Bandwidth
Download time . . . <ul><li>1-2 seconds </li></ul><ul><li>< 13 seconds </li></ul><ul><li>> 20  GONE!  </li></ul>
Decrease download time by . . . <ul><li>designing for 56k modem </li></ul><ul><li>keeping page sizes <50k </li></ul><ul><l...
“ Remove graphic; increase traffic. It’s that simple.” Reference:  Dr. Jakob Nielsen; Web Usability Specialist;  www.useit...
 
 
Browser  Compatibility
NETSCAPE EXPLORER
NETSCAPE EXPLORER
Browser Testing - view your site in as many browsers as possible: <ul><li>Netscape </li></ul><ul><li>Explorer </li></ul><u...
Color Palette
<ul><li>Artistic  </li></ul><ul><li>Cultural </li></ul><ul><li>Sales </li></ul><ul><li>Technical </li></ul>Color Considera...
 
 
 
Continuity
 
Frames
 
 
Frames . . . <ul><li>Browsers don’t like them </li></ul><ul><li>Printers don’t like them </li></ul><ul><li>Search engines ...
FRAMES
Home Page
 
User  Interface
How are your customers accessing your site? <ul><li>Desktop </li></ul><ul><li>Laptop </li></ul><ul><li>Hand-held </li></ul...
How are your customers accessing your site? <ul><li>PC </li></ul><ul><li>Mac </li></ul>
 
Recommendation . . . <ul><li>Specify pages in terms that enable </li></ul><ul><li>browsers to optimize the display </li></...
Screen  Compatibility
Recommendation . . . <ul><li>Resolution-independent pages </li></ul><ul><li>800x600 pixels (770x430) </li></ul>
Resolution Testing - look at your site with monitor set to resolutions: <ul><li>640 x 480 </li></ul><ul><li>800 x 600 </li...
Readability
How’s this for readability?
 
 
Recommendations . . . <ul><li>Good background/text contrast </li></ul><ul><li>Avoid patterned backgrounds </li></ul><ul><l...
www.cedcc.psu.edu/ritter/web-demo/elements.html
serif  sans-serif
Text Only  Default
 
 
 
Accessibility
The Law: Section 508 of the Rehabilitation Act
 
www.cast.org/bobby [Selectable Image]  Bobby Approved Symbol.  A friendly  uniformed police officer wearing a helmet displ...
The Bottom Line . . . <ul><li>Getting customers to come to your site, </li></ul><ul><li>Getting customers to make a purcha...
Beth Duncan, Ph.D. Small Business Specialist Mississippi State University Extension Service [email_address]
Electronic Commerce  Selling on the Internet
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  • First and foremost, you have to know why you are on the web. I can’t tell you how many times I have heard the statement --- I need a web site for my business --- and when say, tell me why you need a web site and what you want it to do for your business --- the answer is, well it’s the wave of the future and everybody has one and it’s going to make me rich!!! Well OK --- so let’s be more specific --- what is your reason? Is the intention of the web site to sell products or services? Is the intention of the web site to provide information to and service clients? Is the intention of the web site simply to serve as a form of advertising? Is the intention of the web site to serve as a gateway or portal to other web sites? And the list goes on --- with the point being, knowing why you are on the web directly relates to the way the site is designed.
  • First and foremost, you have to know why you are on the web. I can’t tell you how many times I have heard the statement --- I need a web site for my business --- and when say, tell me why you need a web site and what you want it to do for your business --- the answer is, well it’s the wave of the future and everybody has one and it’s going to make me rich!!! Well OK --- so let’s be more specific --- what is your reason? Is the intention of the web site to sell products or services? Is the intention of the web site to provide information to and service clients? Is the intention of the web site simply to serve as a form of advertising? Is the intention of the web site to serve as a gateway or portal to other web sites? And the list goes on --- with the point being, knowing why you are on the web directly relates to the way the site is designed.
  • First and foremost, you have to know why you are on the web. I can’t tell you how many times I have heard the statement --- I need a web site for my business --- and when say, tell me why you need a web site and what you want it to do for your business --- the answer is, well it’s the wave of the future and everybody has one and it’s going to make me rich!!! Well OK --- so let’s be more specific --- what is your reason? Is the intention of the web site to sell products or services? Is the intention of the web site to provide information to and service clients? Is the intention of the web site simply to serve as a form of advertising? Is the intention of the web site to serve as a gateway or portal to other web sites? And the list goes on --- with the point being, knowing why you are on the web directly relates to the way the site is designed.
  • First and foremost, you have to know why you are on the web. I can’t tell you how many times I have heard the statement --- I need a web site for my business --- and when say, tell me why you need a web site and what you want it to do for your business --- the answer is, well it’s the wave of the future and everybody has one and it’s going to make me rich!!! Well OK --- so let’s be more specific --- what is your reason? Is the intention of the web site to sell products or services? Is the intention of the web site to provide information to and service clients? Is the intention of the web site simply to serve as a form of advertising? Is the intention of the web site to serve as a gateway or portal to other web sites? And the list goes on --- with the point being, knowing why you are on the web directly relates to the way the site is designed.
  • First and foremost, you have to know why you are on the web. I can’t tell you how many times I have heard the statement --- I need a web site for my business --- and when say, tell me why you need a web site and what you want it to do for your business --- the answer is, well it’s the wave of the future and everybody has one and it’s going to make me rich!!! Well OK --- so let’s be more specific --- what is your reason? Is the intention of the web site to sell products or services? Is the intention of the web site to provide information to and service clients? Is the intention of the web site simply to serve as a form of advertising? Is the intention of the web site to serve as a gateway or portal to other web sites? And the list goes on --- with the point being, knowing why you are on the web directly relates to the way the site is designed.
  • First and foremost, you have to know why you are on the web. I can’t tell you how many times I have heard the statement --- I need a web site for my business --- and when say, tell me why you need a web site and what you want it to do for your business --- the answer is, well it’s the wave of the future and everybody has one and it’s going to make me rich!!! Well OK --- so let’s be more specific --- what is your reason? Is the intention of the web site to sell products or services? Is the intention of the web site to provide information to and service clients? Is the intention of the web site simply to serve as a form of advertising? Is the intention of the web site to serve as a gateway or portal to other web sites? And the list goes on --- with the point being, knowing why you are on the web directly relates to the way the site is designed.
  • First and foremost, you have to know why you are on the web. I can’t tell you how many times I have heard the statement --- I need a web site for my business --- and when say, tell me why you need a web site and what you want it to do for your business --- the answer is, well it’s the wave of the future and everybody has one and it’s going to make me rich!!! Well OK --- so let’s be more specific --- what is your reason? Is the intention of the web site to sell products or services? Is the intention of the web site to provide information to and service clients? Is the intention of the web site simply to serve as a form of advertising? Is the intention of the web site to serve as a gateway or portal to other web sites? And the list goes on --- with the point being, knowing why you are on the web directly relates to the way the site is designed.
  • First and foremost, you have to know why you are on the web. I can’t tell you how many times I have heard the statement --- I need a web site for my business --- and when say, tell me why you need a web site and what you want it to do for your business --- the answer is, well it’s the wave of the future and everybody has one and it’s going to make me rich!!! Well OK --- so let’s be more specific --- what is your reason? Is the intention of the web site to sell products or services? Is the intention of the web site to provide information to and service clients? Is the intention of the web site simply to serve as a form of advertising? Is the intention of the web site to serve as a gateway or portal to other web sites? And the list goes on --- with the point being, knowing why you are on the web directly relates to the way the site is designed.
  • First and foremost, you have to know why you are on the web. I can’t tell you how many times I have heard the statement --- I need a web site for my business --- and when say, tell me why you need a web site and what you want it to do for your business --- the answer is, well it’s the wave of the future and everybody has one and it’s going to make me rich!!! Well OK --- so let’s be more specific --- what is your reason? Is the intention of the web site to sell products or services? Is the intention of the web site to provide information to and service clients? Is the intention of the web site simply to serve as a form of advertising? Is the intention of the web site to serve as a gateway or portal to other web sites? And the list goes on --- with the point being, knowing why you are on the web directly relates to the way the site is designed.
  • First and foremost, you have to know why you are on the web. I can’t tell you how many times I have heard the statement --- I need a web site for my business --- and when say, tell me why you need a web site and what you want it to do for your business --- the answer is, well it’s the wave of the future and everybody has one and it’s going to make me rich!!! Well OK --- so let’s be more specific --- what is your reason? Is the intention of the web site to sell products or services? Is the intention of the web site to provide information to and service clients? Is the intention of the web site simply to serve as a form of advertising? Is the intention of the web site to serve as a gateway or portal to other web sites? And the list goes on --- with the point being, knowing why you are on the web directly relates to the way the site is designed.
  • Browser Compatibility -- design your website so that it looks good on all browsers. What looks OK on Netscape might not look OK on Internet Explorer or AOL browsers. And what looks OK on Netscape 4.0 might not look OK on Netscape 3.0.
  • Color Palette -- color configuration varies from computer to computer from multi-million color displays to 256-color and 16-color monitors. For consistence in graphical appearance, it is recommended using a 256-color/16-color default in your web design.
  • Continuity -- the overall look of the website should be consistent from page to page. There should be a unified look and feel as the user navigates within the site. Pages should incorporate similar layout, logos, fonts, colors, styles, graphics, etc., creating a comfort factor and a sense of familiarity with customers.
  • Frames -- avoid using frames in the design of your site. Frames decrease the dynamic space you have to work with, thereby decreasing the amount of space for featuring products. They often present navigation problems for the user, some browsers cannot print framed pages accurately, and search engines have trouble with framed sites.
  • Home Page -- the most prominent design element on the home page should be the name and logo of the company. They should also appear in smaller scale on every page of the website. In addition, a business website should provide customers with a brief description of the business and available products. Briefly describe any unique aspects of your business from inception to the current operation to include unique manufacturing, service, distribution, and other processes. This type of seemingly useless information provides your company the opportunity to differentiate itself from competing products. Be careful not to overdo it; too much seemingly useless information may actually become useless if you cannot retain the customer&apos;s interest.
  • User Interface -- a website must be easy to use, period. Ease of navigation is critical. And the easier and more logical you make this process on your site, the happier the user will be. Navigation interfaces need to help customers answer three fundamental questions relative to the web as a whole and relative to the site&apos;s structure: Where am I? Where have I been? Where can I go?
  • Screen Compatibility -- screen size and resolution vary from user to user. Design your website so that it will look good on all screen sizes and screen resolutions. Page Width -- do not design for a specific screen width. Experts recommend creating page layouts that will work across a range of window sizes -- a resolution-independent page which can adapt to various screen sizes. However, if this is not possible or you do choose to design for a specific size, at least for the immediate future stay under 600 pixels for the width (640 x 480 screen resolution). [5]
  • Readability -- design your site so that it is easy to read. The background should not impair the visitor&apos;s ability to read and see the information on the page. Use colors with high contrast between the background and text. For example, a black background with dark blue text can make reading extremely difficult. Don&apos;t use patterned backgrounds that interfere with the ability to read information and see products. Use fonts that people can see and read easily. Be brief, concise, and succinct in your writing. Make your words count. Use short paragraphs and bulleted lists. The rule of thumb when writing for the web is to reduce by 50 percent the amount of text used to write the same material for print.
  • First and foremost, you have to know why you are on the web. I can’t tell you how many times I have heard the statement --- I need a web site for my business --- and when say, tell me why you need a web site and what you want it to do for your business --- the answer is, well it’s the wave of the future and everybody has one and it’s going to make me rich!!! Well OK --- so let’s be more specific --- what is your reason? Is the intention of the web site to sell products or services? Is the intention of the web site to provide information to and service clients? Is the intention of the web site simply to serve as a form of advertising? Is the intention of the web site to serve as a gateway or portal to other web sites? And the list goes on --- with the point being, knowing why you are on the web directly relates to the way the site is designed.
  • Text Only Default -- ten percent of Internet users are using text-only browsers. A well-designed website will include a text-only option that will display alternate information for browsers without graphics capability. In addition, a text-only version of your site makes it easier for visually-impaired users to access your information with a talking browser that reads the text aloud.
  • Accessibility -- a website should be designed so that it is accessible to people with disabilities. Bobby is a web-based tool that analyzes web pages for their accessibility to people with disabilities. The Center for Applied Special Technology (CAST) offers Bobby as a free public service in order to further its mission to expand opportunities for people with disabilities through the innovative uses of computer technology. To analyze your web site, go to www.cast.org/bobby and type in the URL of the page that you want Bobby to examine and click submit. Bobby will display a report indicating any accessibility and/or browser compatibility errors found on the page. Additional information regarding accessibility for the disabled is available through the Web Accessibility Initiative (WAI).
  • srdc.msstate.edu

    1. 1. Electronic Commerce Selling on the Internet
    2. 2. Source: NUA Internet Surveys
    3. 3. 1.17 billion by 2005
    4. 4. <ul><li>What is E-Commerce? </li></ul><ul><ul><ul><li>The use of diverse applications of the Internet such as Email, Usenet, Chat, FTP, World Wide Web, to conduct business operations. </li></ul></ul></ul>Source: Dr. Rob Moore, MSU
    5. 5. Static Interactive Transactional Integrated Access <ul><li>Advertising </li></ul><ul><li>Marketing </li></ul><ul><li>Information </li></ul>No Capability <ul><li>No company web site </li></ul><ul><li>Can access other sites </li></ul><ul><li>Registration </li></ul><ul><li>Forms </li></ul><ul><li>E-mail </li></ul><ul><li>Online orders, payments </li></ul><ul><li>Order tracking, queries </li></ul><ul><li>Funds transfer </li></ul><ul><li>End-to-end </li></ul><ul><li>Fulfillment </li></ul><ul><li>Workflow </li></ul>E-Commerce Roadmap <ul><li>Legend </li></ul><ul><li>- Functions at Level </li></ul><ul><li>- Requirements to achieve next level </li></ul><ul><li>Internet access through ISP </li></ul><ul><li>Email accounts </li></ul><ul><li>Web site </li></ul><ul><li>Content development & updates </li></ul><ul><li>Web site connectivity to database application(s) and email accounts </li></ul><ul><li>Secure transaction processing </li></ul><ul><li>Online payment authorization </li></ul><ul><li>Authentication and validation </li></ul><ul><li>Seamless connectivity to back-end system(s) </li></ul><ul><li>Minimize/eliminate manual input on transactions. </li></ul><ul><li>B2B automated processes </li></ul>Level 1 Level 2 Level 3 Level 4 Level 5 Adapted from:www.mepcenters.nist.gov/public/ecommerce-summit.nsf While developing an E-Commerce presence, it is important to know where you are now as well as the appropriate destination for your business. . com
    6. 6. Source: NUA Internet Surveys
    7. 7. U.S. e-commerce retail sales ... <ul><li>$36 billion in 2001 </li></ul><ul><li>Approximately 1.1% of total retail sales </li></ul>Source: U.S. Department of Commerce ; August, 2002
    8. 8. What people are buying on the Web . . . <ul><li>Airline tickets </li></ul><ul><li>Computer hardware </li></ul><ul><li>Apparel </li></ul><ul><li>Toys/Video games </li></ul><ul><li>Consumer electronics </li></ul><ul><li>Hotel reservations </li></ul><ul><li>Books </li></ul><ul><li>Music </li></ul><ul><li>Videos </li></ul><ul><li>Software </li></ul><ul><li>Food/Beverages </li></ul><ul><li>Jewelry </li></ul><ul><li>Health/Beauty </li></ul><ul><li>Car rental </li></ul><ul><li>Linen/Home decor </li></ul><ul><li>Sporting goods </li></ul><ul><li>Footwear </li></ul><ul><li>Office supplies </li></ul><ul><li>Tools/Hardware </li></ul><ul><li>Small appliances </li></ul><ul><li>Furniture </li></ul><ul><li>Flowers </li></ul><ul><li>Appliances </li></ul><ul><li>Garden Supplies </li></ul>Source: Forrester
    9. 9. Know why you are on the Web???
    10. 10. <ul><li>To make money ? </li></ul><ul><li>To disseminate information ? </li></ul><ul><li>To stroke your own ego ? </li></ul>Reference: Flanders/Willis; Web Usability Specialists
    11. 11. The Internet Market Channel
    12. 12. &quot;With few other sectors of the economy turning in double-digit growth, the Web continues to offer compelling opportunities as a sales and marketing channel .&quot; comScore Media Metrix
    13. 13. U.S. small business stats . . . <ul><li>80% have at least one computer </li></ul><ul><li>Two-thirds have Internet access </li></ul><ul><li>37% have a Web site </li></ul><ul><li>27% are selling on the Internet </li></ul>The Small Business Internet Survey conducted in July 2001 by The Gallup Organization, Inc. Based random survey of 500 U.S. companies with 50 or fewer employees.
    14. 14. Small businesses using Internet for customer relations and marketing tool . . . <ul><li>>50% with Web sites exchange e-mail </li></ul><ul><li>with customers daily </li></ul><ul><li>20% with Web sites have an e-mail </li></ul><ul><li>newsletter </li></ul><ul><li>36% use Web site to advertise and </li></ul><ul><li>provide company information </li></ul>
    15. 15. Small business Web site stats . . . <ul><li>50% indicate Web site provided </li></ul><ul><li>100% return on investment </li></ul><ul><li>Majority expect Web site business to </li></ul><ul><li>increase </li></ul>
    16. 16. Examples of Mississippi E-Businesses ...
    17. 17. www.jubilations.com
    18. 18. www.iceboxframes.com
    19. 19. www.virtualcities.com/crown.htm
    20. 20. www.dixiesnow.com
    21. 21. www.pleasantgrovesoaps.com
    22. 22. www.mcdonaldfuneralhome.com
    23. 23. www.cjsbows.com
    24. 24. www.dixiecraft.com
    25. 25. Getting Started
    26. 26. Who is going to design, build, and maintain the site??? In-house vs. Outsourcing
    27. 27. Outsourcing . . . Know who you are hiring! . . . and get it in writing!!!
    28. 28. Source: Dr. Gary Wingenbach, Texas A&M Service Brochure Site Storefronts Setup fee $25-50 $50-100 Web site design $200-1000 $1500-6500 Web site hosting & maintenance $15-25/mo $100-500/mo Secure server N/A $50/mo Secure server certif. N/A $125 Domain name $3-4/mo $3-4/mo Total setup cost $225-1050 $1675-6725 Total monthly fees $18-29 $153-5541
    29. 29. What do you need for an e-commerce site . . . <ul><li>Domain name </li></ul><ul><li>Web site/store </li></ul><ul><li>Web server/host </li></ul><ul><li>Site marketing </li></ul>
    30. 30. What do you need for an e-commerce site . . . <ul><li>Domain name </li></ul><ul><li>Web site/store </li></ul><ul><li>Web server/host </li></ul><ul><li>Site marketing </li></ul>
    31. 31. What’s in a name??? EVERYTHING!!!
    32. 32. www.yourname.com
    33. 33. What do you need for an e-commerce site . . . <ul><li>Domain name </li></ul><ul><li>Web site/store </li></ul><ul><li>Web server/host </li></ul><ul><li>Site marketing </li></ul>
    34. 34. What do you need for an e-commerce site??? <ul><li>Web store </li></ul><ul><ul><li>Online product catalog </li></ul></ul><ul><ul><li>Shopping model/Ordering system </li></ul></ul><ul><ul><li>Merchant account/Payment processing </li></ul></ul><ul><ul><li>Customer communication system </li></ul></ul><ul><ul><li>Tracking system </li></ul></ul>
    35. 35. What do you need for an e-commerce site . . . <ul><li>Domain name </li></ul><ul><li>Web site/store </li></ul><ul><li>Web server/host </li></ul><ul><li>Site marketing </li></ul>
    36. 36. Internet Service Provider ISP
    37. 37. What do you need for an e-commerce site . . . <ul><li>Domain name </li></ul><ul><li>Web site/store </li></ul><ul><li>Web server/host </li></ul><ul><li>Site marketing </li></ul>
    38. 38. Advertising and Promoting Your Web Site Build It And They Will Come??? www.searchengines.com
    39. 39. What do E-Customers Want?
    40. 40. Factors driving repeat visits to a Web site . . . <ul><li>High quality content </li></ul><ul><li>Ease of use </li></ul><ul><li>Minimal download time </li></ul><ul><li>Updated often </li></ul>Source: Forrester
    41. 41. Reasons Why People Shop the Web . . . <ul><li>Easy to place an order </li></ul><ul><li>Large selection of products </li></ul><ul><li>Cheaper prices </li></ul><ul><li>Faster service and delivery </li></ul><ul><li>Detailed and clear product information </li></ul><ul><li>No sales pressure </li></ul><ul><li>Easy payment procedure </li></ul>Source: www.useit.com
    42. 42. The key is consumer confidence . . . <ul><li>Fun and easy to navigate sites </li></ul><ul><li>Pages that appear professional </li></ul><ul><li>Clear and accurate product information </li></ul><ul><li>and representation </li></ul><ul><li>Real time answers through self help </li></ul><ul><li>features, e-mail, and a toll-free telephone </li></ul><ul><li>number </li></ul>
    43. 43. The key is consumer confidence . . . <ul><li>Good prices and clear representation </li></ul><ul><li>of all charges </li></ul><ul><li>Payment options </li></ul><ul><li>Secure transactions </li></ul><ul><li>Easy to use return or exchange policy </li></ul><ul><li>Quick processing time and delivery </li></ul><ul><li>Shopper privacy </li></ul>
    44. 44. The key is consumer confidence . . . <ul><li>Good prices and clear representation </li></ul><ul><li>of all charges </li></ul><ul><li>Payment options </li></ul><ul><li>Secure transactions </li></ul><ul><li>Easy to use return or exchange policy </li></ul><ul><li>Quick processing time and delivery </li></ul><ul><li>Shopper privacy </li></ul>
    45. 45. Navigation
    46. 46. <ul><li>Navigational Tools </li></ul><ul><li>Location </li></ul><ul><li>Consistency </li></ul>
    47. 47. <ul><li>Where am I? </li></ul><ul><li>Where have I been? </li></ul><ul><li>Where can I go? </li></ul>Don’t make me think!!!
    48. 49. 3 clicks and you’re out!
    49. 50. Professional Pages
    50. 51. “ People want to do business with people they believe to be professional.” Reference: Flanders/Willis; Web Usability Specialists
    51. 52. Product Information
    52. 54. Customer Assistance
    53. 55. <ul><li>E-mail </li></ul><ul><li>Telephone number </li></ul><ul><li>Fax </li></ul>Contact Us:
    54. 56. Ordering Process
    55. 58. Payment Options
    56. 59. <ul><li>Snail Mail </li></ul><ul><li>Telephone </li></ul><ul><li>Fax </li></ul><ul><li>Intermediary </li></ul><ul><li>Online Processing </li></ul>
    57. 60. Secure Transactions
    58. 63. Shopper Privacy
    59. 65. Technical and Design Considerations
    60. 66. Elements to consider . . . <ul><li>Bandwidth </li></ul><ul><li>Browser compatibility </li></ul><ul><li>Color palette </li></ul><ul><li>Continuity </li></ul><ul><li>Frames </li></ul><ul><li>Homepage </li></ul>
    61. 67. Elements to consider . . . <ul><li>User interface </li></ul><ul><li>Screen compatibility </li></ul><ul><li>Readability </li></ul><ul><li>Text only default </li></ul><ul><li>Accessibility </li></ul>
    62. 68. Bandwidth
    63. 69. Download time . . . <ul><li>1-2 seconds </li></ul><ul><li>< 13 seconds </li></ul><ul><li>> 20 GONE! </li></ul>
    64. 70. Decrease download time by . . . <ul><li>designing for 56k modem </li></ul><ul><li>keeping page sizes <50k </li></ul><ul><li>applying the KISS rule </li></ul>
    65. 71. “ Remove graphic; increase traffic. It’s that simple.” Reference: Dr. Jakob Nielsen; Web Usability Specialist; www.useit.com
    66. 74. Browser Compatibility
    67. 75. NETSCAPE EXPLORER
    68. 76. NETSCAPE EXPLORER
    69. 77. Browser Testing - view your site in as many browsers as possible: <ul><li>Netscape </li></ul><ul><li>Explorer </li></ul><ul><li>AOL </li></ul><ul><li>Web TV </li></ul><ul><li>Lynx </li></ul>
    70. 78. Color Palette
    71. 79. <ul><li>Artistic </li></ul><ul><li>Cultural </li></ul><ul><li>Sales </li></ul><ul><li>Technical </li></ul>Color Considerations . . .
    72. 83. Continuity
    73. 85. Frames
    74. 88. Frames . . . <ul><li>Browsers don’t like them </li></ul><ul><li>Printers don’t like them </li></ul><ul><li>Search engines don’t like them </li></ul><ul><li>People/customers don’t like them </li></ul>
    75. 89. FRAMES
    76. 90. Home Page
    77. 92. User Interface
    78. 93. How are your customers accessing your site? <ul><li>Desktop </li></ul><ul><li>Laptop </li></ul><ul><li>Hand-held </li></ul><ul><li>Web TV </li></ul>
    79. 94. How are your customers accessing your site? <ul><li>PC </li></ul><ul><li>Mac </li></ul>
    80. 96. Recommendation . . . <ul><li>Specify pages in terms that enable </li></ul><ul><li>browsers to optimize the display </li></ul><ul><li>for each individual user’s circumstance </li></ul>
    81. 97. Screen Compatibility
    82. 98. Recommendation . . . <ul><li>Resolution-independent pages </li></ul><ul><li>800x600 pixels (770x430) </li></ul>
    83. 99. Resolution Testing - look at your site with monitor set to resolutions: <ul><li>640 x 480 </li></ul><ul><li>800 x 600 </li></ul><ul><li>1024 x 768 </li></ul><ul><li>1152 x 864 </li></ul><ul><li>1280 x 1024 </li></ul>
    84. 100. Readability
    85. 101. How’s this for readability?
    86. 104. Recommendations . . . <ul><li>Good background/text contrast </li></ul><ul><li>Avoid patterned backgrounds </li></ul><ul><li>Easy to read fonts </li></ul><ul><li>Make words count </li></ul><ul><li>Short paragraphs </li></ul><ul><li>Bulleted lists </li></ul>
    87. 105. www.cedcc.psu.edu/ritter/web-demo/elements.html
    88. 106. serif sans-serif
    89. 107. Text Only Default
    90. 111. Accessibility
    91. 112. The Law: Section 508 of the Rehabilitation Act
    92. 114. www.cast.org/bobby [Selectable Image] Bobby Approved Symbol. A friendly uniformed police officer wearing a helmet displaying the wheelchair access symbol. Words “Bobby Approved v3.2” appear to his right. Links to “http://www.cast.org/bobby”.
    93. 115. The Bottom Line . . . <ul><li>Getting customers to come to your site, </li></ul><ul><li>Getting customers to make a purchase </li></ul><ul><li>once they get to your site, and </li></ul><ul><li>Getting customers to return to your site and </li></ul><ul><li>purchase again, again, and again! </li></ul>
    94. 116. Beth Duncan, Ph.D. Small Business Specialist Mississippi State University Extension Service [email_address]
    95. 117. Electronic Commerce Selling on the Internet

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