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Electronic Retailing. Selling on the Internet. Source: www.clickz.com. Source: Virginia Microenterprise Network Regional Conference. Small Businesses: Using the Internet. Source: Virginia Microenterprise Network Regional Conference. Small Businesses Conducting e-Commerce.

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Electronic Retailing

Selling on the Internet


Source: www.clickz.com




Small business e commerce revenues

Source: Virginia Microenterprise Network Regional Conference

Small Business:e-Commerce Revenues

$ billions


.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



To make money!!!

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



What people are buying on the Web . . .

  • Airline tickets

  • Hotel reservations

  • Computer hardware

  • Apparel

  • Consumer electronics

  • Car rental

  • Health/Beauty

  • Books

  • Music

  • Computer software

  • Jewelry

  • Toys/Video games

  • Food/Beverages

  • Office supplies

  • Flowers

  • Linens/Home decorations

  • Sporting goods

  • Videos

  • Appliances

  • Furniture

  • Tools/Hardware

  • Footwear

  • Small appliances

  • Garden supplies

Reference: Forrester


Mississippi Sites

Examples of Mississippi E-Tailers ...
















Outsourcing . . .

Know who you are hiring!

. . . and get it in writing!!!


Building a web store options
Building a Web Store: Options

  • E-business Template Site

    • Yahoo Web Store

  • Contracting / Outsourcing

    • Individuals or companies

  • Do it Yourself

    • From scratch, combination of the above


Template site
Template Site

  • Advantages

    • Easy to use: browser based interface

    • All-in-one solution: domain registration, website design, administration, and hosting

    • Relatively fast setup, do not need extensive technical knowledge

    • Browse before buying (can look at other sites and available templates)

    • May list in online categories and directories


Template site1
Template Site

  • Disadvantages

    • Limited flexibility in store design and layout

    • Your store looks very much like other stores developed with the template service

    • Additional features, bandwidth, or support may be extra

    • Costs usually increase as additional items are added

    • Limited support (may be web only)


Contracting websites
Contracting Websites

  • Advantages

    • Increased complexity and customization available

    • Experienced individuals can guide your online business and goals

    • Technical translation and increased support


Contracting websites1
Contracting Websites

  • Disadvantages

    • May take hours or days to make changes

    • Requires time for meetings and reviews

    • Contractors differ with services, support, professionalism and assistance

    • Pricing system may quickly escalate costs


Contracting websites2
Contracting Websites

  • Considerations

    • Always have a contract signed by both parties with complete disclosure

    • Contractors will often retain the code, design, features, images, or even content until payment is received

    • Make sure you have agreements on the length, limits, and rates or total price


Build it yourself
Build it Yourself

  • Advantages

    • Customization limited only by your time and financial resources

    • Unlimited and free updates (instantly)

    • Wealth of software and design support available on the Internet

    • Easy to incorporate site and business for continuity


Build it yourself1
Build it Yourself

  • Disadvantages

    • Time investment: learning software

    • Time investment: designing site

    • Time investment: troubleshooting, updating

    • May require initial upfront costs (often used as business investments)

    • Must learn Internet marketing and search engine techniques


Building a web store costs
Building a Web Store: Costs

  • E-business Template Site

    • $40 - $200 (monthly)

  • Contracting / Outsourcing

    • $500 - $15,000

  • Build it Yourself

    • $0 - $3000 (depends on current situation)

  • Other Needs:

    • Domains ($15-$35 annually)

    • Hosting ($15 - $200 monthly)

    • Secure Connection ($200-$400 annually)


Common Mistakes . . .

  • Bad domain names

  • Somebody’s cousin built it

  • Somebody’s cousin hosts it

  • Only webmaster can make changes

  • Hokey unprofessional design

  • Too slow to download

  • Not organized properly

  • Stale content



Building Blocks of a Web Store

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


Building Blocks of a Web Store

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


Domain names www yourname com
Domain Nameswww.yourname.com

  • Domain Names

    • Should be your website name (ex. acme.com = ACME, Inc.)

    • Shorter names are usually easier to remember

    • Avoid hyphenated names

    • Avoid plurals, “the”, and “my” if possible

    • Easy to remember, type and promote

    • Remember! You can have more than one domain for your website: amazon.com, amazonbooks.com, amazonvideos.com, amazonndvds,com, amazonkids.com


Building Blocks of a Web Store

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


Building Blocks of a Web Store

  • Web site/store

    • Online product catalog

    • Shopping model/Ordering system

    • Merchant account/Payment processing

    • Customer communication system

    • Tracking system


Shopping cart ssl online payment methods
Shopping Cart, SSL, & Online Payment Methods

  • Shopping Carts/Bags

    • Must be easy (intuitive) to use

    • Support common functions (add, remove, modify, clear, save, checkout)

  • Secure Socket Layer (SSL)

    • Provides a secure transaction link

    • Gives buyer and sellers confidence

  • Online payment processing system

    • Standard: credit cards

    • Alternatives: PayPal




Methods . . .

  • Snail Mail

  • Telephone

  • Fax

  • Online


With . . .

  • Check

  • Money Order

  • Purchase Order

  • Credit Card

  • Intermediary




What do you need for an e-commerce site . . .

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


Hosting and support
Hosting and Support

  • Hosting Company - MUST HAVE!

    • Easy to use interface, navigation, support

    • Telephone support number (try it out!)

    • Reliable hosting (99.999% uptime guaranteed)

    • Support for the features of your website (ASP/PHP, FrontPage extensions, SSL, database support)

    • Clear pricing structure, quick turn-a-round


Setup fee

Monthly fee

Domain name

Storage space

Website builder

Operating system

Provider History

Technical support

Site traffic report

Technical support

E-mail addresses

E-Commerce capable

Business management tools

Portfolio

Hosting Service Criteria



  • Merchant Starter

    $50 start-up; $39.95/month; 1.5% transaction fee

  • Merchant Standard

    $50 start-up; $99.95/month; 1% transaction fee

  • Merchant Professional

    $50 start-up; $299.95/month; .75% transaction fee


What do you need for an e-commerce site . . .

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing



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


Factors driving repeat visits to a Web site . . .

  • High quality content

  • Ease of use

  • Minimal download time

  • Updated often

Reference: Forrester Survey; 1999


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


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 system
Navigation System

  • Always present (located on every page – possibly more than once)

  • Intuitive menu names

  • Interactive effects (highlighting, changing sizes, shapes, or colors)

  • Compatible with audience viewing level (text, images, JAVA, Flash)

  • Minimal searching (approximately 1-3 “clicks” for any location on your site)



Don’t make me think!!!


3 clicks

and you’re out!



Content content content
Content, Content, Content

  • Content should be:

    • Clear, concise and complete

    • Bold, italics, and underlines for quick searching

    • Descriptive and dynamic (changing to the user’s needs)

    • Grammatically correct


“People want to do business with

people they believe to be professional.”

Reference: Flanders/Willis; Web Usability Specialists




Contact Us:

  • E-mail

  • Telephone number

  • Fax

  • Snail Mail



Elements to consider . . .

  • Bandwidth

  • Browser compatibility

  • Color palette

  • Continuity

  • Frames

  • Homepage


Elements to consider . . .

  • User Interface

  • Screen compatibility

  • Readability

  • Text only default

  • Accessibility



Download time . . .

  • 1-2 seconds

  • < 13 seconds

  • > 20 GONE!


Decrease download time by . . .

  • designing for 56k modem

  • keeping page sizes <50k

  • applying the KISS rule


“Remove graphic; increase traffic.

It’s that simple.”

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



NETSCAPE

EXPLORER


NETSCAPE

EXPLORER


Browser Testing - view your site in

as many browsers as possible:

  • Netscape

  • Explorer

  • AOL

  • Web TV

  • Lynx



Color Considerations . . .

  • Artistic

  • Cultural

  • Sales

  • Technical


What color means???

Black – United States & Europe

White– China & Japan

Yellow – Egypt & Burma

Purple– Thailand

Blue – Iran

Red – South Africa






Recommendations . . .

  • Good background/text contrast

  • Avoid patterned backgrounds

  • Easy to read fonts

  • Make words count

  • Short paragraphs

  • Bulleted lists








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!


Resource

Business to Consumer E-Commerce: Selling on the Internet

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


Beth Duncan, Ph.D.

Small Business Specialist

Mississippi State University Extension Service

[email protected]


Electronic Retailing

Selling on the Internet

















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