Selling on the Internet

Source:

Small Businesses: Using the Internet Source: Virginia Microenterprise Network Regional Conference

Small Businesses Conducting e-Commerce Source: Virginia Microenterprise Network Regional Conference

Small Business: e-Commerce Revenues $ billions Source: Virginia Microenterprise Network Regional Conference

. com Static Interactive Transactional Integrated Access Advertising n Marketing n Information No Capability No company web site n Can access other sites Registration n Forms n Online orders, payments n Order tracking, queries n Funds transfer End-to-end n Fulfillment n Workflow E-Commerce Roadmap Legend n - Functions at Level  - Requirements to achieve next level  Internet access through ISP  accounts  Web site  Content development & updates  Web site connectivity to database application(s) and 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: While developing an E- Commerce presence, it is important to know where you are now as well as the appropriate destination for your business.

Know why you are on the Web???

To make money!!! Web design is not about art, it's about making money!!!

The Internet Market Channel

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: ForresterForrester

Examples of Mississippi E-Tailers...

Who is going to design, build, and maintain the site??? In-house vs. Outsourcing

Outsourcing... Know who you are hiring!... and get it in writing!!!

Building a Web Store: Options  E-business Template Site –Yahoo Web Store  Contracting / Outsourcing –Individuals or companies  Do it Yourself –From scratch, combination of the above

Template Site  Advantages –Easy to use: browser based interface –All-in-one solution: domain registration, website design, administration, and hosting –Relatively fast setup, do not need extensive technical knowledge –Browse before buying (can look at other sites and available templates) –May list in online categories and directories

 Disadvantages –Limited flexibility in store design and layout –Your store looks very much like other stores developed with the template service –Additional features, bandwidth, or support may be extra –Costs usually increase as additional items are added –Limited support (may be web only) Template Site

Contracting Websites  Advantages –Increased complexity and customization available –Experienced individuals can guide your online business and goals –Technical translation and increased support

 Disadvantages –May take hours or days to make changes –Requires time for meetings and reviews –Contractors differ with services, support, professionalism and assistance –Pricing system may quickly escalate costs Contracting Websites

 Considerations –Always have a contract signed by both parties with complete disclosure –Contractors will often retain the code, design, features, images, or even content until payment is received –Make sure you have agreements on the length, limits, and rates or total price Contracting Websites

Build it Yourself  Advantages –Customization limited only by your time and financial resources –Unlimited and free updates (instantly) –Wealth of software and design support available on the Internet –Easy to incorporate site and business for continuity

 Disadvantages –Time investment: learning software –Time investment: designing site –Time investment: troubleshooting, updating –May require initial upfront costs (often used as business investments) –Must learn Internet marketing and search engine techniques Build it Yourself

Building a Web Store: Costs  E-business Template Site –$40 - $200 (monthly)  Contracting / Outsourcing –$500 - $15,000  Build it Yourself –$0 - $3000 (depends on current situation)  Other Needs: –Domains ($15-$35 annually) –Hosting ($15 - $200 monthly) –Secure Connection ($200-$400 annually)

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

Domain name Web site/store Web server/host Site marketing Building Blocks of a Web Store

Domain name Web site/store Web server/host Site marketing Building Blocks of a Web Store

Domain Names  Domain Names –Should be your website name (ex. acme.com = ACME, Inc.) –Shorter names are usually easier to remember –Avoid hyphenated names –Avoid plurals, “the”, and “my” if possible –Easy to remember, type and promote –Remember! You can have more than one domain for your website: amazon.com, amazonbooks.com, amazonvideos.com, amazonndvds,com, amazonkids.com

Domain name Web site/store Web server/host Site marketing Building Blocks of a Web Store

Web site/store Online product catalog Shopping model/Ordering system Merchant account/Payment processing Customer communication system Tracking system Building Blocks of a Web Store

Shopping Cart, SSL, & Online Payment Methods  Shopping Carts/Bags –Must be easy (intuitive) to use –Support common functions (add, remove, modify, clear, save, checkout)  Secure Socket Layer (SSL) –Provides a secure transaction link –Gives buyer and sellers confidence  Online payment processing system –Standard: credit cards –Alternatives: PayPal

Methods...  Snail Mail  Telephone  Fax  Online

 Check  Money Order  Purchase Order  Credit Card  Intermediary With...

What do you need for an e-commerce site... Domain name Web site/store Web server/host Site marketing

Hosting and Support  Hosting Company - MUST HAVE! –Easy to use interface, navigation, support –Telephone support number (try it out!) –Reliable hosting (99.999% uptime guaranteed) –Support for the features of your website (ASP/PHP, FrontPage extensions, SSL, database support) – Clear pricing structure, quick turn-a-round

 Setup fee  Monthly fee  Domain name  Storage space  Website builder  Operating system  Provider History  Technical support  Site traffic report  Technical support  addresses  E-Commerce capable  Business management tools  Portfolio Hosting Service Criteria

Merchant Starter $50 start-up; $39.95/month; 1.5% transaction fee Merchant Standard $50 start-up; $99.95/month; 1% transaction fee Merchant Professional $50 start-up; $299.95/month;.75% transaction fee

What do you need for an e-commerce site... Domain name Web site/store Web server/host Site marketing

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:

Factors driving repeat visits to a Web site... High quality content Ease of use Minimal download time Updated often Reference: Forrester Survey; 1999Forrester

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, , and a toll-free telephone number

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

Navigation System  Always present (located on every page – possibly more than once)  Intuitive menu names  Interactive effects (highlighting, changing sizes, shapes, or colors)  Compatible with audience viewing level (text, images, JAVA, Flash)  Minimal searching (approximately 1-3 “clicks” for any location on your site)

 Navigational Tools  Location  Consistency

 Where am I?  Where have I been?  Where can I go? Don’t make me think!!!

3 clicks and you’re out!

Content, Content, Content  Content should be: –Clear, concise and complete –Bold, italics, and underlines for quick searching –Descriptive and dynamic (changing to the user’s needs) –Grammatically correct

“People want to do business with people they believe to be professional.” Reference: Flanders/Willis; Web Usability Specialists

  Telephone number  Fax  Snail Mail Contact Us:

Elements to consider...  Bandwidth  Browser compatibility  Color palette  Continuity  Frames  Homepage

 User Interface  Screen compatibility  Readability  Text only default  Accessibility Elements to consider...

Download time...  1-2 seconds  < 13 seconds  > 20 GONE!

Decrease download time by...  designing for 56k modem  keeping page sizes <50k  applying the KISS rule

“Remove graphic; increase traffic. It’s that simple.” Reference: Dr. Jakob Nielsen; Web Usability Specialist;

NETSCAPE EXPLORER

NETSCAPE EXPLORER

Browser Testing - view your site in as many browsers as possible:  Netscape  Explorer  AOL  Web TV  Lynx

 Artistic  Cultural  Sales  Technical Color Considerations...

Black – United States & Europe White White – China & Japan Yellow Yellow – Egypt & Burma Purple Purple – Thailand Blue Blue – Iran Red Red – South Africa

How’s this for readability?

Recommendations...  Good background/text contrast  Avoid patterned backgrounds  Easy to read fonts  Make words count  Short paragraphs  Bulleted lists

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!

Business to Consumer E-Commerce: Selling on the Internet Resource

Beth Duncan, Ph.D. Small Business Specialist Mississippi State University Extension Service

Selling on the Internet