ELC 200 Day 8 9 Copyright © 2007 Pearson Education, Inc.

Agenda Questions? Assignment 2 Corrected Assignment 3 posted All A’s  Assignment 3 posted Due Oct. 6 @ 11:05 AM assignment3.pdf budgetTemplate.xls Exam 1 covering chaps 1-5 will be on Thursday October 14 20 M/C, 4-5 short essay and one extra credit question On Blackboard Open book, open notes 80 min Finish Discussion on Building an eCommerce Web Site

Possible Bonus Points Questions History of the name “eBay” 1st item sold on eBay 1,000,000th item sold on eBay The great lie on eBay origin Name and origin of  What does his name mean? What does he look like all “grown up”? Web Cookies Copyright © 2010 Pearson Education, Inc.

Chapter 4: Building an E-commerce Web Site Copyright © 2010 Pearson Education, Inc. Copyright © 2011 Pearson Education, Inc. Copyright © 2011 Pearson Education, Inc.

Learning Objectives Explain the process that should be followed in building an e-commerce Web site. Describe the major issues surrounding the decision to outsource site development and/or hosting. Identify and understand the major considerations in choosing Web server and e-commerce merchant server software. Understand the issues involved in choosing the most appropriate hardware for an e-commerce site. Identify additional tools that can improve Web site performance. Copyright © 2010 Pearson Education, Inc.

Web Site Systems Development Life Cycle Figure 4.2, Page 209 Copyright © 2011 Pearson Education, Inc.

System Analysis/Planning Business objectives: List of capabilities you want your site to have System functionalities: List of information system capabilities needed to achieve business objectives Information requirements: Information elements that system must produce in order to achieve business objectives Copyright © 2011 Pearson Education, Inc.

Table 4.1, Page 210 Copyright © 2011 Pearson Education, Inc.

Logical Design for a Simple Web Site Figure 4.3 (a), Page 212 Copyright © 2011 Pearson Education, Inc.

Physical Design for a Simple Web Site Figure 4.3 (b), Page 212 Copyright © 2011 Pearson Education, Inc.

Build/Host Your Own versus Outsourcing Outsourcing: Hiring vendors to provide services involved in building site Build own vs. outsourcing: Build your own requires team with diverse skill set; choice of software tools; both risks and possible benefits Host own vs. outsourcing Hosting: Hosting company responsible for ensuring site is accessible 24/7, for monthly fee Co-location: Firm purchases or leases Web server (with control over its operation), but server is located at vendor’s facility Copyright © 2011 Pearson Education, Inc.

Choices in Building and Hosting Figure 4.4 Page 213 Copyright © 2011 Pearson Education, Inc.

Testing, Implementation, and Maintenance Unit testing System testing Acceptance testing Implementation and maintenance: Maintenance is ongoing Maintenance costs: Parallel to development costs Benchmarking Copyright © 2011 Pearson Education, Inc.

Factors in Web Site Optimization Figure 4.7, Page 220 Copyright © 2011 Pearson Education, Inc.

From $5,000 to millions of dollars/year Components of budget: Web Site Budgets From $5,000 to millions of dollars/year Components of budget: System maintenance System development Content design & development Hardware Telecommunications Software Copyright © 2011 Pearson Education, Inc.

Simple versus Multi-tiered Web Site Architecture System architecture Arrangement of software, machinery, and tasks in an information system needed to achieve a specific functionality Two-tier Web server and database server Multi-tier Web application servers Backend, legacy databases Copyright © 2011 Pearson Education, Inc.

Two-Tier E-commerce Architecture Figure 4.9(a), Page 222 Copyright © 2011 Pearson Education, Inc.

Multi-tier E-commerce Architecture Figure 4.9(b), Page 222 Copyright © 2011 Pearson Education, Inc.

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Microsoft’s Internet Information Server (IIS) Web Server Software Apache Leading Web server software (47% of market) Works only with UNIX, Linux OSs Microsoft’s Internet Information Server (IIS) Second major Web server software (25% of market) Windows-based Copyright © 2010 Pearson Education, Inc.

Table 4.3, Page 223 Copyright © 2010 Pearson Education, Inc.

Site Management Tools Basic tools Included in all Web servers Verify that links on pages are still valid Identify orphan files Third-party software and services for advanced site management Monitor customer purchases, marketing campaign effectiveness, etc. E.g. WebTrends Analytics 9, Google Analytics http://www.google.com/support/webmasters/bin/topic.py?topic=19494 Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Dynamic Page Generation Tools Contents of Web page stored as objects in database and fetched when needed Common tools: CGI, ASP, JSP Advantages Lowers menu costs Permits easy online market segmentation Enables cost-free price discrimination Enables Web content management system (WCMS) Copyright © 2010 Pearson Education, Inc.

Web application servers: Provide specific business functionality required for a Web site Type of middleware Isolate business applications from Web servers and databases Single-function applications increasingly being replaced by integrated software tools that combine all functionality needed for e-commerce site Copyright © 2010 Pearson Education, Inc.

Table 4.4, Page 227 Copyright © 2010 Pearson Education, Inc.

E-commerce Merchant Server Software Provides basic functionality for online sales Online catalog List of products available on Web site Shopping cart Allows shoppers to set aside, review, edit selections, and then make purchase Credit card processing Typically works in conjunction with shopping cart Verifies card and puts through credit to company’s account at checkout Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Merchant Server Software Packages Integrated environment with most or all of functionality needed Key factors in selecting a package Functionality Support for different business models Business process modeling tools Visual site management and reporting Performance and scalability Connectivity to existing business systems Compliance with standards Global and multicultural capability Local sales tax and shipping rules Copyright © 2010 Pearson Education, Inc.

Building Your Own E-commerce Site Options for small firms Hosted e-commerce sites, e.g., Yahoo’s Merchant Solutions Site building tools E-commerce templates Open-source merchant server software Enables you to build truly custom site Requires programmer with expertise, time http://checkout.google.com/support/sell/bin/answer.py?h l=en&answer=42874 Copyright © 2010 Pearson Education, Inc.

Choosing the Hardware for an E-commerce Site Hardware platform: Underlying computing equipment that system uses to achieve e-commerce functionality Objective: Enough platform capacity to meet peak demand without wasting money Important to understand the different factors that affect speed, capacity, and scalability of a site Copyright © 2010 Pearson Education, Inc.

Right-Sizing Your Hardware Platform: The Demand Side Demand is the most important factor affecting speed of site Factors in overall demand: Number of simultaneous users in peak periods Nature of customer requests (user profile) Type of content (dynamic versus static Web pages) Required security Number of items in inventory Number of page requests Speed of legacy applications Copyright © 2010 Pearson Education, Inc.

Table 4.7, Page 232 Copyright © 2010 Pearson Education, Inc.

Degradation in Performance as Number of Users Increases—Resource Utilization Figure 4.11 (a), Page 234 Copyright © 2010 Pearson Education, Inc.

Degradation in Performance as Number of Users Increases—Number of Connections Figure 4.11 (b), Page 234 Copyright © 2010 Pearson Education, Inc.

Capacity of Static Page Web Servers Copyright © 2011 Pearson Education, Inc.

The Relationship of Bandwidth to Hits SOURCE: IBM, 2003. Figure 4.13, Page 236 Copyright © 2010 Pearson Education, Inc.

Right-Sizing Your Hardware Platform: The Supply Side Scalability: Ability of site to increase in size as demand warrants Ways to scale hardware: Vertically Increase processing power of individual components Horizontally Employ multiple computers to share workload Improve processing architecture Copyright © 2010 Pearson Education, Inc.

Table 4.8, Page 236 Copyright © 2010 Pearson Education, Inc.

Vertically Scaling a System Figure 4.14, Page 237 Copyright © 2010 Pearson Education, Inc.

Horizontally Scaling a System Figure 4.15, Page 238 Copyright © 2010 Pearson Education, Inc.

Table 4.9, Page 239 Copyright © 2010 Pearson Education, Inc.

Other E-Commerce Site Tools Web site design: Basic business considerations Enabling customers to find and buy what they need Tools for Web site optimization Search engine placement Keywords, page titles Identify market niches, localize site Expertise Links Search engine ads Copyright © 2010 Pearson Education, Inc.

E-commerce Web Site Features that Annoy Customers SOURCE: Based on data from Hostway Corporation’s survey, Consumers’ Pet Peeves about Commercial Web Sites, Hostway Corporation, 2007. Figure 4.16, Page 240 Copyright © 2010 Pearson Education, Inc.

Table 4.10, Page 241 Copyright © 2010 Pearson Education, Inc.

From Vincent Flander’s “Web Pages that suck” http://www Top 20 Confessed Web Design Sins 253 Our site tries to tell you how wonderful we are as a company, but not how we're going to solve your problems. 247 We've designed our site to meet our organization's needs (more sales/contributions) rather than meeting the needs of our visitors. 136 We say "Welcome to..." on our home page. 108 It takes longer than four seconds for the man from Mars to understand what our site is about.  98 Our site doesn't make us look like credible professionals.  97 The man from Mars cannot quickly find the focal point of the home page.  87 Our home page — or any page — takes more than four seconds to load.  85 We never conduct user testing.  82 We don't analyze our log files.  77 Our site mixes and matches text sizes on the page.  74 Quickly scanning the page doesn't tell our visitors much about its purpose.  70 We don't know which design items are not necessary.  68 We have not eliminated unnecessary design items.  62 The man from Mars cannot quickly find the focal point of the current page.  61 Visited links don't change color.  58 We don't identify PDF files with an icon. I don't know if our site looks the same in the major browsers.  57 Our pages have too much/too little white space.  55 Our site uses divider bars.  54 We don 't put design elements where our visitors expect them. © 2007 Prentice-Hall, Inc

Good bad examples http://www.davesite.com/humor/top5/ http://www.smartisans.com/articles/examples/ugly.htm http://www.corson.tv/main/buttugly.htm http://www.oceanside-ca.com/ http://www.loopnet.com/ http://www.shopping.com/ http://art.yale.edu/ http://www.joneschijoff.com/ http://www.bidforsurgery.com/ © 2007 Prentice-Hall, Inc

Tools for Interactivity and Active Content Web 2.0 design elements: Widgets, Mashups http://www.google.com/ig/directory?synd=open CGI (Common Gateway Interface) ASP (Active Server Pages) Java, JSP, and Javascript ActiveX and VBScript Coldfusion Copyright © 2010 Pearson Education, Inc.

Personalization Tools Ability to treat people based on personal qualities and prior history with site Customization Ability to change the product to better fit the needs of the customer Tools to achieve: Cookies Copyright © 2010 Pearson Education, Inc.

The Information Policy Set Privacy policy Set of public statements declaring how site will treat customers’ personal information that is gathered by site Accessibility rules Set of design objectives that ensure disabled users can affectively access site Copyright © 2010 Pearson Education, Inc. Slide 4-50

What is Section 508 of the Rehabilitation Act? Insight on Society Designing for Accessibility with Web 2.0 Class Discussion What is Section 508 of the Rehabilitation Act? http://www.hhs.gov/web/policies/hhs_wcd_508checklist.html Why might some merchants be reluctant to make their Web sites accessible to disabled Americans? How can Web sites be made more accessible? http://websitetips.com/accessibility/ Should all Web sites be required by law to provide “equivalent alternatives” for visual and sound content? Copyright © 2010 Pearson Education, Inc.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2011 Pearson Education, Inc.   Publishing as Prentice Hall Copyright © 2011 Pearson Education, Inc.