Post on 13-Jan-2016
Electronic Commerce Web Site Analysis
E-Commerce: Selling on the Internet
Know why you are on the Web???Know why you are on the Web???
E-Commerce: Selling on the Internet
To make money
To disseminate information
To stroke your little ego
Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.com
.com
Static
Interactive
Transactional
Integrated
Access
Advertising Marketing Information
No Capability
No company web site Can access other sites
Registration Forms E-mail
Online orders, payments Order tracking, queries Funds transfer
End-to-end Fulfillment Workflow
E-Commerce Roadmap
Legend - Functions at Level - Requirements to achieve next level
Internet access through ISP Email accounts
Web site Content development & updates
Web site connectivity to database application(s) and email accounts
Secure transaction processing Online payment authorization Authentication and validation
Seamless connectivity to back-end system(s)
Minimize/eliminate manual input on transactions.
B2B automated processes
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.
What do E-Customers Want?
E-Commerce: Selling on the Internet
Reasons Why People Shop the Web . . .
• Easy to place an order - 83%• Large selection of products - 63%• Cheaper prices - 63%• Faster service and delivery - 52%• Detailed and clear product information - 40%• No sales pressure - 39%• Easy payment procedure - 36%
www.useit.com
E-Commerce: Selling on the Internet
Factors driving repeat visits to a Web site . . .
• High quality content - 75%• Ease of use - 66%• Minimal download time - 58%• Updated often - 54%
Reference: Forrester Survey; 1999
E-Commerce: Selling on the Internet
The key is consumer confidence . . .
Fun and easy to navigate sites
Pages that appear professional
Clear and accurate product information and representation
Real time answers through self help features, e-mail, and a toll-free telephone number
E-Commerce: Selling on the Internet
The key is consumer confidence . . .
Good prices and clear representation of all charges
Payment options
Secure transactions
Easy to use return or exchange policy
Quick processing time and delivery Shopper privacy
Navigation
E-Commerce: Selling on the Internet
Where am I?
Where have I been?
Where can I go?
Don’t make me think!!!
E-Commerce: Selling on the Internet
Navigational Tools Text, Graphics, Frames
Location
Consistency
3 clicksand you’re out!
Professional Pages
E-Commerce: Selling on the Internet
“People want to do business with people they believe to be professional.”
Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.com
ProductInformation
www.thomasville.com
CustomerAssistance
E-Commerce: Selling on the Internet
Telephone number
Fax
Contact Us:
OrderingProcess
Payment Options
E-Commerce: Selling on the Internet
Snail Mail
Telephone
Fax
Intermediary
Online Processing
SecureTransactions
Shopper Privacy
E-Commerce: Selling on the Internet
Privacy disclosure . . . Data gathered Use of information Disclosure of information Protection of information Use of cookies and tracking Access to account information Customer consent Customer input - Tell us what you think?
Technical and Design Considerations
E-Commerce: Selling on the Internet
Elements to consider . . .
Bandwidth Browser compatibility Color palette Continuity Frames Homepage
E-Commerce: Selling on the Internet
Elements to consider . . .
User Interface Screen compatibility Readability Text only default Accessibility
Bandwidth
E-Commerce: Selling on the Internet
Download time . . .
1-2 seconds
< 13 seconds
> 20 GONE!
E-Commerce: Selling on the Internet
Decrease download time by . . .
designing for 56k modem
keeping page sizes <35k
applying the KISS rule
E-Commerce: Selling on the Internet
“Remove graphic; increase traffic. It’s that simple.”
Reference: Dr. Jakob Nielsen; Web Usability Specialist; www.useit.com
Browser Compatibility
NETSCAPE
EXPLORER
NETSCAPE
EXPLORER
E-Commerce: Selling on the Internet
Browser Testing - view your site inas many browsers as possible:
Netscape
Explorer
AOL
Web TV
Lynx
Color Palette
E-Commerce: Selling on the Internet
Artistic
Cultural
Sales
Technical
Color Considerations . . .
Continuity
Frames
E-Commerce: Selling on the Internet
Frames . . .
Browsers don’t like them
Printers don’t like them
Search engines don’t like them
People/customers don’t like them
FRAMES
Home Page
User Interface
E-Commerce: Selling on the Internet
How are your customers accessing your site?
Desktop
Laptop
Hand-held
Web TV
E-Commerce: Selling on the Internet
How are your customers accessing your site?
PC
Mac
E-Commerce: Selling on the Internet
Recommendation . . .
Specify pages in terms that enable
browsers to optimize the display
for each individual user’s circumstance
Screen Compatibility
E-Commerce: Selling on the Internet
Recommendation . . .
Resolution-independent pages
800x600 pixels (770x430)
E-Commerce: Selling on the Internet
Resolution Testing - look at your sitewith monitor set to resolutions:
640 x 480
800 x 600
1024 x 768
1152 x 864
1280 x 1024
Readability
How’s this for readability?
E-Commerce: Selling on the Internet
Recommendations . . . Good background/text contrast
Avoid patterned backgrounds
Easy to read fonts
Make words count
Short paragraphs
Bulleted lists
E-Commerce: Selling on the Internet
www.cedcc.psu.edu/ritter/web-demo/elements.html
E-Commerce: Selling on the Internet
serif
sans-serif
Text Only Default
Accessibility
E-Commerce: Selling on the Internet
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 displaying the wheelchair access symbol. Words “Bobby Approved v3.2” appear to his right. Links to “http://www.cast.org/bobby”.
www.useit.com
Designing Web Usability The Practice of Simplicity
byJakob Nielsen
Resource
www.webpagesthatsuck.com
Web Pages That Suck Learn Good Design by Looking at Bad Design
byV. Flanders & M. Willis
Resource
www.sensible.com
Don’t Make Me Think!A Common Sense Approach to Web Usability
by
Steve Krug
Resource
www.ext.msstate.edu/fce/homebus/ecommerce.html
Resource Business to Consumer E-Commerce: Selling on the Internet
E-Commerce: Selling on the Internet
The Bottom Line . . .
Getting customers to come to your site,
Getting customers to make a purchase once they get to your site, and
Getting customers to return to your site and purchase again, again, and again!
Beth Duncan, Ph.D. Small Business SpecialistMississippi State University Extension Service bethd@ext.msstate.edu
Electronic Commerce Web Site Analysis