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Factors driving repeat visits to a Web site . . . High quality content. Ease of use ... people they believe to be professional.

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E-Commerce Web Site Design

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E-Commerce

Web Site Design


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Know why you are on the Web???


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To make money!!!

Web design is not about art, it's about making money!!!


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The Internet Market Channel


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Reasons Why People Shop the Web . . .

  • Easy to place an order

  • Large selection of products

  • Cheaper prices

  • Faster service and delivery

  • Detailed and clear product information

  • No sales pressure

  • Easy payment procedure

Reference: www.useit.com


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Factors driving repeat visits to a Web site . . .

  • High quality content

  • Ease of use

  • Minimal download time

  • Updated often

Reference: Forrester Survey; 1999


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The Customer Rules Design!


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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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Navigation


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  • Navigational Tools

  • Location

  • Consistency


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  • Where am I?

  • Where have I been?

  • Where can I go?

Don’t make me think!!!


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3 clicks

and you’re out!


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Professional

Pages


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“People want to do business with

people they believe to be professional.”

Reference: Flanders/Willis; Web Usability Specialists


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Product

Information


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Customer

Assistance


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Contact Us:

  • E-mail

  • Telephone number

  • Fax

  • Snail Mail


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Ordering

Process


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Payment

Options


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Methods . . .

  • Snail Mail

  • Telephone

  • Fax

  • Online


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With . . .

  • Check

  • Money Order

  • Purchase Order

  • Credit Card

  • Intermediary


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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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Customer

Service


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The Customer Rules Design!


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Technical and Design Considerations


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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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Bandwidth


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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 <50k

  • 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 Palette


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Color Considerations . . .

  • Artistic

  • Cultural

  • Sales

  • Technical


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What color means???

Black– United States & Europe

White– China & Japan

Yellow– Egypt & Burma

Purple– Thailand

Blue– Iran

Red– South Africa


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Continuity


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Frames


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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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FRAMES


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Home Page


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User

Interface


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You need . . .

good technology, and

usability

. . . for a successful web site.


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How are your customers accessing your site?

  • Desktop

  • Laptop

  • Hand-held

  • Web TV


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How are your customers accessing your site?

  • PC

  • Mac


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Screen

Compatibility


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Resolution Testing - look at your site

with monitor set to resolutions:

  • 640 x 480

  • 800 x 600

  • 1024 x 768

  • 1280 x 1024


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  • 800 x 600

    (770 x 430)


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Readability


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How’s this for readability?


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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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www.cedcc.psu.edu/ritter/web-demo/elements.html


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Text Only

Default


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Accessibility


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  • The visually impaired use special readers that read only text.

  • Blinking text can trigger seizures in some visitors.

  • Poor color choices may render text unreadable to color blind visitors.

  • Mouse-dependent site navigation can be difficult for visitors with physical limitations.

  • Information contained in sound clips is inaccessible to hearing-impaired visitors.

For Example . . .


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www.w3.org/WAI

www.cast.org/bobby


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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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Resource

Business to Consumer E-Commerce: Selling on the Internet

www.msucares.com/business_assistance/homebusiness/ecommerce.html


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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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Beth Duncan, Ph.D.

Small Business Specialist

Mississippi State University Extension Service

bethd@ext.msstate.edu


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E-Commerce

Web Site Design


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http://coldfusion.art.msstate.edu


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http://www.everestgum.com


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http://offeringsjewelry.com


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http://www.chipotle.com


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http://www.bernheimerhouse.com


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http://www.pleasantgrovesoaps.com


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http://www.jubilations.com


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http://www.hersheys.com


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http://www.crystalls.com


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http://www.shoppingbargains.com


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http://www.personalizedboutique.com


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http://www.satellitediscountstore.com


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http://www.bagpipesonly.com


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http://www.atouchof-elegance.com


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http://www.vermontteddybear.com


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