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Electronic Retailing Selling on the Internet

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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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slide1

Electronic Retailing

Selling on the Internet

slide3
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

slide4

.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

slide9

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
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

slide12

To make money ?

  • To disseminate information ?
  • To stroke your own ego ?

Reference: Flanders/Willis; Web Usability Specialists

slide14

"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

slide17

Outsourcing . . .

Know who you are hiring!

. . . and get it in writing!!!

slide18

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

  • Domain name
  • Web site/store
  • Web server/host
  • Site marketing
slide21

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

  • Domain name
  • Web site/store
  • Web server/host
  • Site marketing
slide22

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
slide29

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

  • Domain name
  • Web site/store
  • Web server/host
  • Site marketing
slide30

ISP

Internet Service Provider

slide31
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

slide35

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

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

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

slide39

Factors driving repeat visits to a Web site . . .

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

Reference: Forrester Survey; 1999

slide40

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

slide41

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
slide43

Navigational Tools

  • Location
  • Consistency
slide44

Where am I?

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

Don’t make me think!!!

slide46

3 clicks

and you’re out!

slide48

“People want to do business with

people they believe to be professional.”

Reference: Flanders/Willis; Web Usability Specialists

slide49

Product

Information

slide51

Customer

Assistance

slide52

Contact Us:

  • E-mail
  • Telephone number
  • Fax
  • Snail Mail
slide53

Ordering

Process

slide55

Payment

Options

slide56

Methods . . .

  • Snail Mail
  • Telephone
  • Fax
  • Online
slide57

With . . .

  • Check
  • Money Order
  • Purchase Order
  • Credit Card
  • Intermediary
slide58

Secure

Transactions

slide61

Shopper

Privacy

slide63

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?
slide64

Customer

Service

slide69

Elements to consider . . .

  • Bandwidth
  • Browser compatibility
  • Color palette
  • Continuity
  • Frames
  • Homepage
slide70

Elements to consider . . .

  • User Interface
  • Screen compatibility
  • Readability
  • Text only default
  • Accessibility
slide72

Download time . . .

  • 1-2 seconds
  • < 13 seconds
  • > 20 GONE!
slide73

Decrease download time by . . .

  • designing for 56k modem
  • keeping page sizes <50k
  • applying the KISS rule
slide74

“Remove graphic; increase traffic.

It’s that simple.”

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

slide77

Browser

Compatibility

slide78

NETSCAPE

EXPLORER

slide79

NETSCAPE

EXPLORER

slide80

Browser Testing - view your site in

as many browsers as possible:

  • Netscape
  • Explorer
  • AOL
  • Web TV
  • Lynx
slide82

Color Considerations . . .

  • Artistic
  • Cultural
  • Sales
  • Technical
slide84

What color means???

Black – United States & Europe

White– China & Japan

Yellow – Egypt & Burma

Purple– Thailand

Blue – Iran

Red – South Africa

slide92

User

Interface

slide93

Usernomics

  • User Interface Design
  • Human-Computer Interface
slide94

You need . . .

good technology, and

usability

. . . for a successful web site.

slide95

How are your customers accessing your site?

  • Desktop
  • Laptop
  • Hand-held
  • Web TV
slide98

Recommendation . . .

  • Specify pages in terms that enable

browsers to optimize the display

for each individual user’s circumstance

slide103

Recommendations . . .

  • Good background/text contrast
  • Avoid patterned backgrounds
  • Easy to read fonts
  • Make words count
  • Short paragraphs
  • Bulleted lists
slide105

Text Only

Default

slide109

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 . . .

slide112

www.w3.org/WAI

www.cast.org/bobby

slide113

Business

Management

slide117

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!

slide118

Resource

Business to Consumer E-Commerce: Selling on the Internet

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

slide119

Beth Duncan, Ph.D.

Small Business Specialist

Mississippi State University Extension Service

[email protected]

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