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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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slide1

Electronic Retailing

Selling on the Internet

slide6

.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

slide8

To make money!!!

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

slide10

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

slide11

Mississippi Sites

Examples of Mississippi E-Tailers ...

slide26

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)
slide36

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
slide38

Building Blocks of a Web Store

  • Domain name
  • Web site/store
  • Web server/host
  • Site marketing
slide39

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
slide41

Building Blocks of a Web Store

  • Domain name
  • Web site/store
  • Web server/host
  • Site marketing
slide42

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
slide53

Methods . . .

  • Snail Mail
  • Telephone
  • Fax
  • Online
slide54

With . . .

  • Check
  • Money Order
  • Purchase Order
  • Credit Card
  • Intermediary
slide59

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
slide61
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

slide63

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

slide64

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

  • Domain name
  • Web site/store
  • Web server/host
  • Site marketing
slide66

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

slide67

Factors driving repeat visits to a Web site . . .

  • High quality content
  • Ease of use
  • Minimal download time
  • Updated often

Reference: Forrester Survey; 1999

slide68

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

slide69

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)
slide72

Navigational Tools

  • Location
  • Consistency
slide73

Where am I?

  • Where have I been?
  • Where can I go?

Don’t make me think!!!

slide75

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
slide78

“People want to do business with

people they believe to be professional.”

Reference: Flanders/Willis; Web Usability Specialists

slide83

Contact Us:

  • E-mail
  • Telephone number
  • Fax
  • Snail Mail
slide88

Elements to consider . . .

  • Bandwidth
  • Browser compatibility
  • Color palette
  • Continuity
  • Frames
  • Homepage
slide89

Elements to consider . . .

  • User Interface
  • Screen compatibility
  • Readability
  • Text only default
  • Accessibility
slide91

Download time . . .

  • 1-2 seconds
  • < 13 seconds
  • > 20 GONE!
slide92

Decrease download time by . . .

  • designing for 56k modem
  • keeping page sizes <50k
  • applying the KISS rule
slide93

“Remove graphic; increase traffic.

It’s that simple.”

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

slide98

NETSCAPE

EXPLORER

slide99

NETSCAPE

EXPLORER

slide100

Browser Testing - view your site in

as many browsers as possible:

  • Netscape
  • Explorer
  • AOL
  • Web TV
  • Lynx
slide102

Color Considerations . . .

  • Artistic
  • Cultural
  • Sales
  • Technical
slide105

What color means???

Black – United States & Europe

White– China & Japan

Yellow – Egypt & Burma

Purple– Thailand

Blue – Iran

Red – South Africa

slide114

Recommendations . . .

  • Good background/text contrast
  • Avoid patterned backgrounds
  • Easy to read fonts
  • Make words count
  • Short paragraphs
  • Bulleted lists
slide123

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!

slide124

Resource

Business to Consumer E-Commerce: Selling on the Internet

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

slide125

Beth Duncan, Ph.D.

Small Business Specialist

Mississippi State University Extension Service

[email protected]

slide126

Electronic Retailing

Selling on the Internet

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