Electronic Commerce

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Electronic Commerce Web Site
Analysis

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Know why you are on the Web???
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• To make money
• To disseminate information
• To stroke your little ego

Reference Flanders/Willis Web Usability
Specialists www.webpagesthatsuck.com
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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 fromwww.mepcenters.nist.gov/public/ecomme
rce-summit.nsf
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What do E-Customers Want?
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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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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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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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• Where am I?
• Where have I been?
• Where can I go?

Dont make me think!!!
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• Navigational Tools
• Text, Graphics, Frames
• Location
• Consistency

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3 clicks and youre out!
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Professional Pages
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(No Transcript)
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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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Product Information
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www.thomasville.com
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(No Transcript)
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Customer Assistance
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Contact Us

• E-mail
• Telephone number
• Fax

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(No Transcript)
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Ordering Process
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(No Transcript)
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Payment Options
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• Snail Mail
• Telephone
• Fax
• Intermediary
• Online Processing

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Secure Transactions
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(No Transcript)
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(No Transcript)
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Shopper Privacy
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(No Transcript)
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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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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
• lt 13 seconds
• gt 20 GONE!

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Decrease download time by . . .

• designing for 56k modem
• keeping page sizes lt35k
• applying the KISS rule

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Remove graphic increase traffic.
Its that simple.
Reference Dr. Jakob Nielsen Web Usability
Specialist www.useit.com
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(No Transcript)
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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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(No Transcript)
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(No Transcript)
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Continuity
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(No Transcript)
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Frames
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(No Transcript)
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(No Transcript)
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Frames . . .

• Browsers dont like them
• Printers dont like them
• Search engines dont like them
• People/customers dont like them

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FRAMES
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Home Page
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(No Transcript)
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User Interface
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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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(No Transcript)
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Recommendation . . .

• Specify pages in terms that enable
• browsers to optimize the display
• for each individual users circumstance

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Screen Compatibility
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Recommendation . . .

• Resolution-independent pages
• 800x600 pixels (770x430)

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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

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Readability
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Hows this for readability?
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(No Transcript)
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(No Transcript)
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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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serif sans-serif
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Text Only Default
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(No Transcript)
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(No Transcript)
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Accessibility
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The Law Section 508 of the Rehabilitation Act
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(No Transcript)
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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
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Resource
Designing Web Usability The Practice of
Simplicity by Jakob Nielsen
www.useit.com
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Resource
Web Pages That Suck Learn Good Design by Looking
at Bad Design by V. Flanders M. Willis
www.webpagesthatsuck.com
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Resource
Dont Make Me Think! A Common Sense Approach to
Web Usability by Steve Krug
www.sensible.com
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Resource
Business to Consumer E-Commerce
Selling on the Internet
www.ext.msstate.edu/fce/homebus/ecommerce.html
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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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Beth Duncan, Ph.D.
Small Business Specialist Mississippi
State University Extension Service
bethd_at_ext.msstate.edu
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Electronic Commerce Web Site
Analysis