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Electronic Commerce Web Site Analysis. Know why you are on the Web???. To make money To disseminate information To stroke your little ego. Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.com. . com. E-Commerce Roadmap.

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slide2
Electronic Commerce

Web Site Analysis

slide4
To make money
  • To disseminate information
  • To stroke your little ego

Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.com

slide5
.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

slide7
Reasons Why People Shop the Web . . .
  • Easy to place an order - 83%
  • Large selection of products - 63%
  • Cheaper prices - 63%
  • Faster service and delivery - 52%
  • Detailed and clear product information - 40%
  • No sales pressure - 39%
  • Easy payment procedure - 36%
  • www.useit.com
slide8
Factors driving repeat visits to a Web site . . .
  • High quality content - 75%
  • Ease of use - 66%
  • Minimal download time - 58%
  • Updated often - 54%

Reference: Forrester Survey; 1999

slide9
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

slide10
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
slide12
Where am I?
  • Where have I been?
  • Where can I go?

Don’t make me think!!!

slide13
Navigational Tools

Text, Graphics, Frames

  • Location
  • Consistency
slide15
3 clicks

and you’re out!

slide21
“People want to do business with

people they believe to be professional.”

Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.com

slide22
Product

Information

slide25
Customer

Assistance

slide26
Contact Us:
  • E-mail
  • Telephone number
  • Fax
slide28
Ordering

Process

slide30
Payment

Options

slide31
Snail Mail
  • Telephone
  • Fax
  • Intermediary
  • Online Processing
slide32
Secure

Transactions

slide35
Shopper

Privacy

slide37
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?
slide39
Elements to consider . . .
  • Bandwidth
  • Browser compatibility
  • Color palette
  • Continuity
  • Frames
  • Homepage
slide40
Elements to consider . . .
  • User Interface
  • Screen compatibility
  • Readability
  • Text only default
  • Accessibility
slide42
Download time . . .
  • 1-2 seconds
  • < 13 seconds
  • > 20 GONE!
slide43
Decrease download time by . . .
  • designing for 56k modem
  • keeping page sizes <35k
  • applying the KISS rule
slide44
“Remove graphic; increase traffic.

It’s that simple.”

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

slide47
Browser

Compatibility

slide48
NETSCAPE

EXPLORER

slide49
NETSCAPE

EXPLORER

slide50
Browser Testing - view your site in

as many browsers as possible:

  • Netscape
  • Explorer
  • AOL
  • Web TV
  • Lynx
slide52
Color Considerations . . .
  • Artistic
  • Cultural
  • Sales
  • Technical
slide61
Frames . . .
  • Browsers don’t like them
  • Printers don’t like them
  • Search engines don’t like them
  • People/customers don’t like them
slide65
User

Interface

slide66
How are your customers accessing your site?
  • Desktop
  • Laptop
  • Hand-held
  • Web TV
slide69
Recommendation . . .
  • Specify pages in terms that enable

browsers to optimize the display

for each individual user’s circumstance

slide70
Screen

Compatibility

slide71
Recommendation . . .
  • Resolution-independent pages
  • 800x600 pixels (770x430)
slide72
Resolution Testing - look at your site

with monitor set to resolutions:

  • 640 x 480
  • 800 x 600
  • 1024 x 768
  • 1152 x 864
  • 1280 x 1024
slide77
Recommendations . . .
  • Good background/text contrast
  • Avoid patterned backgrounds
  • Easy to read fonts
  • Make words count
  • Short paragraphs
  • Bulleted lists
slide79
serif

sans-serif

slide80
Text Only

Default

slide87
[Selectable Image] Bobby Approved Symbol. A friendly

uniformed police officer wearing a helmet displaying the

wheelchair access symbol. Words “Bobby Approved v3.2”

appear to his right. Links to “http://www.cast.org/bobby”.

www.cast.org/bobby

slide88
Resource

Designing Web Usability

The Practice of Simplicity

by

Jakob Nielsen

www.useit.com

slide89
Resource

Web Pages That Suck

Learn Good Design by Looking at Bad Design

by

V. Flanders & M. Willis

www.webpagesthatsuck.com

slide90
Resource

Don’t Make Me Think!

A Common Sense Approach to Web Usability

by

Steve Krug

www.sensible.com

slide91
Resource

Business to Consumer E-Commerce: Selling on the Internet

www.ext.msstate.edu/fce/homebus/ecommerce.html

slide92
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!

slide93
Beth Duncan, Ph.D.

Small Business Specialist

Mississippi State University Extension Service

[email protected]

slide94
Electronic Commerce

Web Site Analysis

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