Electronic Retailing Selling on the Internet - PowerPoint PPT Presentation

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Electronic Retailing Selling on the Internet. Source: NUA Internet Surveys. What is E-Commerce? “Conducting financial transactions by electronic means” “Harnessing the power of the Internet to help you make money more effectively and efficiently”.

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Electronic Retailing Selling on the Internet

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Electronic Retailing

Selling on the Internet


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Source: NUA Internet Surveys


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  • What is E-Commerce?

    • “Conducting financial transactions by electronic means”

    • “Harnessing the power of the Internet to help you make money more effectively and efficiently”

Source: Cobb Microenterprise Center


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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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Source: Virginia Microenterprise Network Regional Conference

Small Businesses: Using the Internet


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Source: Virginia Microenterprise Network Regional Conference

Small BusinessesConducting e-Commerce


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Source: Virginia Microenterprise Network Regional Conference

Small Business:e-Commerce Revenues

$ billions


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Source: NUA Internet Surveys


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Reasons some do not sell online . . .

  • Products/Services not easily sold on web

  • Upfront costs

  • Maintenance/upgrade costs

  • Lack of in-house tech support

  • Online security issues


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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


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Know why you are on the Web???


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  • To make money ?

  • To disseminate information ?

  • To stroke your own ego ?

Reference: Flanders/Willis; Web Usability Specialists


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The Internet Market Channel


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"With few other sectors of the economy turning in double-digit growth, the Web continues to offer compelling opportunities as a sales and marketing channel." comScore Media Metrix


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Getting Started


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Who is going to design, build, and maintain the site???

In-house vs. Outsourcing


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Outsourcing . . .

Know who you are hiring!

. . . and get it in writing!!!


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

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


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What’s in a name???

EVERYTHING!!!


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www.yourname.com


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

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


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

  • Web store

    • Online product catalog

    • Shopping model/Ordering system

    • Merchant account/Payment processing

    • Customer communication system

    • Tracking system


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

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


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ISP

Internet Service Provider


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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


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www.store.yahoo.com


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

  • Domain name

  • Web site/store

  • Web server/host

  • Site marketing


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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


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What do E-Customers Want?


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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 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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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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Home Page


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User

Interface


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  • Usernomics

  • User Interface Design

  • Human-Computer 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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Recommendation . . .

  • Specify pages in terms that enable

    browsers to optimize the display

    for each individual user’s circumstance


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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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The Law: Section 508 of the Rehabilitation Act


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www.w3.org/WAI

www.cast.org/bobby


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Business

Management


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www.cjsbows.com


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www.cjsbows.com


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www.cjsbows.com


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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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Beth Duncan, Ph.D.

Small Business Specialist

Mississippi State University Extension Service

bethd@ext.msstate.edu


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