Selling in Japan: Best Practices for Different E-Commerce Platforms
Electronic Commerce Web Site Analysis E-Commerce: Selling on the Internet Know why you are on the...
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Electronic Commerce Web Site Analysis
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E-Commerce: Selling on the Internet
Know why you are on the Web???Know why you are on the Web???
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E-Commerce: Selling on the Internet
To make money
To disseminate information
To stroke your little ego
Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.com
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.com
Static
Interactive
Transactional
Integrated
Access
Advertising Marketing Information
No Capability
No company web site Can access other sites
Registration Forms E-mail
Online orders, payments Order tracking, queries Funds transfer
End-to-end Fulfillment Workflow
E-Commerce Roadmap
Legend - Functions at Level - Requirements to achieve next level
Internet access through ISP Email accounts
Web site Content development & updates
Web site connectivity to database application(s) and email accounts
Secure transaction processing Online payment authorization Authentication and validation
Seamless connectivity to back-end system(s)
Minimize/eliminate manual input on transactions.
B2B automated processes
Level 1
Level 2
Level 3
Level 4
Level 5
Adapted from:www.mepcenters.nist.gov/public/ecommerce-summit.nsf
While developing an E-Commerce presence, it is important to know where you are now as well as the appropriate destination for your business.
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What do E-Customers Want?
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E-Commerce: Selling on the Internet
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
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E-Commerce: Selling on the Internet
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
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E-Commerce: Selling on the Internet
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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E-Commerce: Selling on the Internet
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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E-Commerce: Selling on the Internet
Where am I?
Where have I been?
Where can I go?
Don’t make me think!!!
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E-Commerce: Selling on the Internet
Navigational Tools Text, Graphics, Frames
Location
Consistency
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3 clicksand you’re out!
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Professional Pages
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E-Commerce: Selling on the Internet
“People want to do business with people they believe to be professional.”
Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.com
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ProductInformation
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www.thomasville.com
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CustomerAssistance
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E-Commerce: Selling on the Internet
Telephone number
Fax
Contact Us:
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OrderingProcess
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Payment Options
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E-Commerce: Selling on the Internet
Snail Mail
Telephone
Fax
Intermediary
Online Processing
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SecureTransactions
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Shopper Privacy
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E-Commerce: Selling on the Internet
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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Technical and Design Considerations
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E-Commerce: Selling on the Internet
Elements to consider . . .
Bandwidth Browser compatibility Color palette Continuity Frames Homepage
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E-Commerce: Selling on the Internet
Elements to consider . . .
User Interface Screen compatibility Readability Text only default Accessibility
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Bandwidth
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E-Commerce: Selling on the Internet
Download time . . .
1-2 seconds
< 13 seconds
> 20 GONE!
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E-Commerce: Selling on the Internet
Decrease download time by . . .
designing for 56k modem
keeping page sizes <35k
applying the KISS rule
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E-Commerce: Selling on the Internet
“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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E-Commerce: Selling on the Internet
Browser Testing - view your site inas many browsers as possible:
Netscape
Explorer
AOL
Web TV
Lynx
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Color Palette
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E-Commerce: Selling on the Internet
Artistic
Cultural
Sales
Technical
Color Considerations . . .
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Continuity
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Frames
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E-Commerce: Selling on the Internet
Frames . . .
Browsers don’t like them
Printers don’t like them
Search engines don’t like them
People/customers don’t like them
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FRAMES
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Home Page
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User Interface
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E-Commerce: Selling on the Internet
How are your customers accessing your site?
Desktop
Laptop
Hand-held
Web TV
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E-Commerce: Selling on the Internet
How are your customers accessing your site?
PC
Mac
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E-Commerce: Selling on the Internet
Recommendation . . .
Specify pages in terms that enable
browsers to optimize the display
for each individual user’s circumstance
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Screen Compatibility
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E-Commerce: Selling on the Internet
Recommendation . . .
Resolution-independent pages
800x600 pixels (770x430)
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E-Commerce: Selling on the Internet
Resolution Testing - look at your sitewith monitor set to resolutions:
640 x 480
800 x 600
1024 x 768
1152 x 864
1280 x 1024
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Readability
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How’s this for readability?
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E-Commerce: Selling on the Internet
Recommendations . . . Good background/text contrast
Avoid patterned backgrounds
Easy to read fonts
Make words count
Short paragraphs
Bulleted lists
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E-Commerce: Selling on the Internet
www.cedcc.psu.edu/ritter/web-demo/elements.html
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E-Commerce: Selling on the Internet
serif
sans-serif
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Text Only Default
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Accessibility
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E-Commerce: Selling on the Internet
The Law: Section 508 of the Rehabilitation Act
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www.cast.org/bobby
[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”.
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www.useit.com
Designing Web Usability The Practice of Simplicity
byJakob Nielsen
Resource
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www.webpagesthatsuck.com
Web Pages That Suck Learn Good Design by Looking at Bad Design
byV. Flanders & M. Willis
Resource
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www.sensible.com
Don’t Make Me Think!A Common Sense Approach to Web Usability
by
Steve Krug
Resource
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www.ext.msstate.edu/fce/homebus/ecommerce.html
Resource Business to Consumer E-Commerce: Selling on the Internet
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E-Commerce: Selling on the Internet
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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Beth Duncan, Ph.D. Small Business SpecialistMississippi State University Extension Service [email protected]
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Electronic Commerce Web Site Analysis