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Electronic Commerce Web Site Analysis. Know why you are on the Web???. To make money To disseminate information To stroke your little ego. Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.com. . com. E-Commerce Roadmap.

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Electronic Commerce

Web Site Analysis



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Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.com


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.com

E-Commerce Roadmap

While developing an E-Commerce presence, it is important to know where you are now as well as the appropriate destination for your business.

Level 5

  • End-to-end

  • Fulfillment

  • Workflow

  • Seamless connectivity to back-end system(s)

  • Minimize/eliminate manual input on transactions.

  • B2B automated processes

Level 4

Integrated

  • Online orders, payments

  • Order tracking, queries

  • Funds transfer

Transactional

Level 3

  • Registration

  • Forms

  • E-mail

  • Secure transaction processing

  • Online payment authorization

  • Authentication and validation

Level 2

Interactive

  • Advertising

  • Marketing

  • Information

  • Web site connectivity to database application(s) and email accounts

Static

Level 1

  • No company web site

  • Can access other sites

  • Web site

  • Content development & updates

Access

  • Legend

  • - Functions at Level

  • - Requirements to achieve next level

No

Capability

  • Internet access through ISP

  • Email accounts

Adapted from:www.mepcenters.nist.gov/public/ecommerce-summit.nsf



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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


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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


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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


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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



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Don’t make me think!!!


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3 clicks

and you’re out!



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“People want to do business with

people they believe to be professional.”

Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.com


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Product

Information



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Customer

Assistance


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Contact Us:

  • E-mail

  • Telephone number

  • Fax


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Ordering

Process


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Payment

Options


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  • Snail Mail

  • Telephone

  • Fax

  • Intermediary

  • Online Processing


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Secure

Transactions


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Shopper

Privacy


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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?



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Elements to consider . . .

  • Bandwidth

  • Browser compatibility

  • Color palette

  • Continuity

  • Frames

  • Homepage


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Elements to consider . . .

  • User Interface

  • Screen compatibility

  • Readability

  • Text only default

  • Accessibility



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Download time . . .

  • 1-2 seconds

  • < 13 seconds

  • > 20 GONE!


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Decrease download time by . . .

  • designing for 56k modem

  • keeping page sizes <35k

  • applying the KISS rule


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“Remove graphic; increase traffic.

It’s that simple.”

Reference: Dr. Jakob Nielsen; Web Usability Specialist; www.useit.com


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Browser

Compatibility


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NETSCAPE

EXPLORER


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NETSCAPE

EXPLORER


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Browser Testing - view your site in

as many browsers as possible:

  • Netscape

  • Explorer

  • AOL

  • Web TV

  • Lynx



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Color Considerations . . .

  • Artistic

  • Cultural

  • Sales

  • Technical




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Frames . . .

  • Browsers don’t like them

  • Printers don’t like them

  • Search engines don’t like them

  • People/customers don’t like them




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User

Interface


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How are your customers accessing your site?

  • Desktop

  • Laptop

  • Hand-held

  • Web TV



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Recommendation . . .

  • Specify pages in terms that enable

    browsers to optimize the display

    for each individual user’s circumstance


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Screen

Compatibility


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Recommendation . . .

  • Resolution-independent pages

  • 800x600 pixels (770x430)


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Resolution Testing - look at your site

with monitor set to resolutions:

  • 640 x 480

  • 800 x 600

  • 1024 x 768

  • 1152 x 864

  • 1280 x 1024




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Recommendations . . .

  • Good background/text contrast

  • Avoid patterned backgrounds

  • Easy to read fonts

  • Make words count

  • Short paragraphs

  • Bulleted lists



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serif

sans-serif


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Text Only

Default




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[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.cast.org/bobby


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Resource

Designing Web Usability

The Practice of Simplicity

by

Jakob Nielsen

www.useit.com


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Resource

Web Pages That Suck

Learn Good Design by Looking at Bad Design

by

V. Flanders & M. Willis

www.webpagesthatsuck.com


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Resource

Don’t Make Me Think!

A Common Sense Approach to Web Usability

by

Steve Krug

www.sensible.com


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Resource

Business to Consumer E-Commerce: Selling on the Internet

www.ext.msstate.edu/fce/homebus/ecommerce.html


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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!


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Beth Duncan, Ph.D.

Small Business Specialist

Mississippi State University Extension Service

[email protected]


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Electronic Commerce

Web Site Analysis


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