E-Commerce and Web Site Development How Do You Harness the Power of the Web? Chapter 8

©2003 The McGraw-Hill Companies Student Learning Outcomes 1.List and describe the ways in which B2C e-commerce businesses personalize your shopping experience on the Web. 2.Define how B2C e-commerce businesses create Web sites that are “sticky.” 3.Describe the various marketing and advertising strategies B2C e-commerce businesses use to reach you.

©2003 The McGraw-Hill Companies Student Learning Outcomes 4.Discuss your payment options for making e-commerce purchases and the methods e-commerce businesses use to ensure the security of those transactions. 5.Describe how to publish and maintain a Web site. 6.Discuss how Web developers use XHTML, XML, CSS, and other Web technologies to make e-commerce and m-commerce Web sites.

©2003 The McGraw-Hill Companies Student Learning Outcomes 7. Compare and contrast client-side Web programming languages with server-side Web programming languages.

©2003 The McGraw-Hill Companies Introduction Explore the world of e-commerce by addressing two major topics: –Business to consumer e-commerce activities –Web site authoring and management

©2003 The McGraw-Hill Companies Electronic Commerce E-commerce is commerce that technology facilitates and enhances –Reach more customers –Distribute information quickly –Establish relationships –Be innovative in commerce functions

©2003 The McGraw-Hill Companies E-Commerce Definitions Electronic commerce – Commerce that is facilitated and enhanced by technology Business to consumer (B2C) – Business selling products and services through e-commerce to customers who are primarily individuals Business to business (B2B) – Business selling products and services through e-commerce to customers who are primarily other businesses  SimNet Concepts Support CD: “B2B and E-Commerce”

©2003 The McGraw-Hill Companies 8.1 Keys to Success in B2C Electronic Commerce Businesses must follow sound business principles Personalize the consumer shopping experience Create Web sites that consumers want To visit frequently “Sticky” Effectively market And advertise their sites

©2003 The McGraw-Hill Companies Personalizing The Shopping Experience Web personalization is the process of customizing a Web page or series of Web pages according to a customer’s preferences –Example: Amazon.com Shopping cart software that stores information about your e-commerce purchases

©2003 The McGraw-Hill Companies “Sticky” Web Sites B2C e-commerce businesses strive to create “sticky” Web sites with a high degree of usability Usability refers to how easy it is to use a Web page or site Electronic catalog an electronic product or service presentation in which you enjoy a rich combination of media

©2003 The McGraw-Hill Companies “Sticky” Web Sites - Cont M-commerce (mobile e-commerce) allows you to use wireless devices such as smart phones or PDAs to buy and sell products and services through Web e-commerce  SimNet Concepts Support CD: “E-Commerce and Shopping Online” and “Internet Appliances”

©2003 The McGraw-Hill Companies Amazon.com’s “Sticky” Web Site p Fig. 8.2

©2003 The McGraw-Hill Companies Building E-Commerce Web Site C2C Selling –List your products in a virtual auction –Specify minimum price, description, and length of time for the auction –Credit cards or digital money B2C Selling –Use an e-commerce enabled Web site host –Pop-ads –Internal malls

©2003 The McGraw-Hill Companies B2C Marketing and Advertising Strategies Banner Ads and Click- Throughs Affiliate Programs Register a Site with Search Engines

©2003 The McGraw-Hill Companies Registering a Site with Search Engines Search engines give you the ability to find Web sites by key word or words or by asking questions Cost can range from free to several thousand dollars per year –Yahoo! Express –WebMaster p Fig. 8.3

©2003 The McGraw-Hill Companies Advertising: Banner Ads and Click-Throughs Banner ad a graphical advertisement that will take you to another site if you click on it –Pop-up ad a small Web page containing an advertisement that appears on your computer screen outside the current Web site loaded into your browser –Pop-under ad a form of a pop-up ad that you do not see until you close your current browser window

©2003 The McGraw-Hill Companies Click-Through Click-through is information that is captured when you click on an ad to go from one Web site to another The business that placed the ad must pay the hosting site for every click-through – CNET and Gateway p Fig. 8.4

©2003 The McGraw-Hill Companies Affiliate Programs Affiliate program (associate program) allows an e-commerce business to sell goods and services via another Web site Businesses can make money just by creating a “sticky” Web site that people visit and then click on links to other affiliate sites

©2003 The McGraw-Hill Companies Marketing To and Through Customers Viral Marketing Opting in and Opting out Personalization Filtering Pop-Up Ads

©2003 The McGraw-Hill Companies Opting In and Opting Out Opting in – is when an individual gives a Web site permission for alternative uses of their personal information Opting out – is when an individual says no to alternative uses of their personal information

©2003 The McGraw-Hill Companies Viral Marketing Viral marketing is a set of techniques that e- commerce businesses use to gather personal information about individuals, use that information in their own promotional campaigns, and sell that information to other e-commerce businesses p Fig. 8.6

©2003 The McGraw-Hill Companies Collaborative Filtering Psychographic Filtering Personalization Filtering Adaptive Filtering Profile Filtering

©2003 The McGraw-Hill Companies 8.2 Payment Methods and Secure Transactions E-Commerce Payments options for paying for purchases on the Internet: Credit Card Financial Cybermediary Future: Digital Cash

©2003 The McGraw-Hill Companies Financial Cybermediaries Financial cybermediaries are Web-based companies that make it easy for one person to pay another person or Web-based business over the Internet One of the best know is PayPal which is widely used by people participating in auctions on eBay p Fig. 8.7

©2003 The McGraw-Hill Companies Secure Transactions Secure Sockets Layers Secure Electronic Transactions

©2003 The McGraw-Hill Companies Secure Socket Layers Creates a secure and private connection between a Web client and Web server Encrypts the information Sends the information over the Internet Secure Sockets Layers

©2003 The McGraw-Hill Companies Secure Electronic Transactions 4. Merchants can verify a customer’s identity by securely transmitting credit card information to the business that issued the credit card for verification 2. Encrypts the information 3. Sends the information 1. Creates a secure and private connection between the Web client and Web server Secure Electronic Transactions

©2003 The McGraw-Hill Companies 8.3 Web Authoring and Web Site Management Web authoring involves creating attractive and functional Web sites Web site management deals with creating, updating, and managing Web sites quickly and efficiently

©2003 The McGraw-Hill Companies Web Authoring It is easy to create your own Web page Should be familiar with HTML –Hypertext Markup Language –Basic language to create Web pages p Fig. 8.9  SimNet Concepts Support CD: “HTML - The Language of the Internet”

©2003 The McGraw-Hill Companies HTML Lets you decide how information will appear on a page Place commands in angle brackets <> Commands are called HTML tags –Commands specify the formatting of information HTML tags are placed in an HTML document

©2003 The McGraw-Hill Companies Examples of HTML Tags Heading Tags Format Tags Link Tags List Tags Image Tags Meta Tags HTML has Over 1,000 Tags

©2003 The McGraw-Hill Companies General Tags Basic formatting tags: –Bold and –Italics and –Underline and Heading Tags: –Presents a title for your page and to and Meta Tags: – provide information for search engines about your Web page

©2003 The McGraw-Hill Companies HTML Tags List Tags –Present information in the form of a list and Link Tags –Create links to other sites, pages, downloadable files, and – Western Michigan University

©2003 The McGraw-Hill Companies HTML Tags Image Tags: –Allows you to insert photos or other images –Image formats JPEGs – Joint Photographics Expert Group GIFs – Graphics Interchange Format PNG – Progressive Network Graphic

©2003 The McGraw-Hill Companies Web Authoring Software WYSIWYG HTML editors –Netscape Composer –Amaya HTML Editor Allows you to change the displayed version instead of the actual HTML document Web site management software  SimNet Concepts Support CD: “HTML Editors”

©2003 The McGraw-Hill Companies Web Site Management Web site management allows you to create, update, and manage all of your web pages quickly and efficiently –Macromedia Dreamweaver –Microsoft FrontPage

©2003 The McGraw-Hill Companies Web Space & FTP FTP program is used to move files between computers so people can view them on a Web server –Example: Iswitch.com File Transfer Program: WS_FTP  SimNet Concepts Support CD: “Web Hosting”

©2003 The McGraw-Hill Companies 8.4 Advanced Web Technologies Cascading Style Sheets (CSS) XML (Extensible Markup Language) XHTML (Extensible Hypertext Markup Language)  SimNet Concepts Support CD: “Programming Languages”

©2003 The McGraw-Hill Companies Types of Cascading Style Sheets Inline CSS: Changes the appearance of a single HTML tag in one HTML document External CSS: Uses a stylesheet file to change a single type of HTML tag in an entire Web site Embedded CSS – changes the appearance of a single type of HTML tag in one HTML document

©2003 The McGraw-Hill Companies XML (Extensible Markup Language) Terminology XML is a markup language that uses customized tags to describe how to organize and exchange information between applications XML Syntax is a set of rules and standards used to organize information for XML use XML declaration tells Web browsers what XML version you are using XML element set of XML tags (open and close) Well-formed XML document is an XML document that meets all syntax requirements

©2003 The McGraw-Hill Companies The Wireless Web Many wireless devices such as PDAs, smart phones, and cellular phones interpret Web information using wireless application protocol  SimNet Concepts Support CD: “Wireless Communications” p Fig. 8.15

©2003 The McGraw-Hill Companies Wireless Application Protocol WAP is a collection of communications protocols that allows wireless devices to access the Web. For WAP to work, you need three items: Web-enabled Device WAP Gateway Web Server

©2003 The McGraw-Hill Companies Client-Side Web Programming Languages Client-side Web programming languages employ the computing power of users’ Web browsers to add functionality to Web pages Most common client-side programming is JavaScript

©2003 The McGraw-Hill Companies Server-Side Web Programming Languages Client-side Web programming languages use Web server resources to retrieve information, process information, and customize Web pages for users Web developers commonly use these scripts: –Common Gateway Interface –Active Server Pages –Hypertext Preprocessor

©2003 The McGraw-Hill Companies Common Server-Side Scripts A specification that enables all Web clients to interact with all Web servers Uses a combination of HTML, VBScript, and specific commands to build interactive Web pages Is a server-side scripting language Web developers use to create dynamic Web pages CGI Common Gateway Interface ASP Active Server Pages PHP Hypertext Preprocesso r

©2003 The McGraw-Hill Companies Certification Web developers must continually strive to keep their skills current in order to keep their Web sites competitive Certification is becoming a much sought after achievement in the IT market  SimNet Concepts Support CD: “Careers”

©2003 The McGraw-Hill Companies

8.5 Key Terms Adaptive filtering Affiliate program Active Server Page Banner ad B2C e-commerce Common Gateway Interface (CGI) Click-through Client-side Web programming language Collaborative filtering Cascading Style Sheet Electronic catalog Electron commerce Encryption Financial cybermediary Hypertext Markup Language (HTML)

©2003 The McGraw-Hill Companies 8.5 Key Terms JavaScript M-commerce Opting in Opting out Hypertext Preprocessor Pop-under ad Pop-up ad Profile filtering Psychographic filtering Secure Electronic Transaction (SET) Secure Sockets Layer Server-side Web programming language Shopping cart

©2003 The McGraw-Hill Companies 8.5 Key Terms Usability VBScript Viral marketing Wireless Application Protocol (WAP) Web developer Web personalization Extensible HTML (XHTML) Extensible Markup Language (XML)

©2003 The McGraw-Hill Companies Review of Concepts 1.Defining a B2C E-Commerce Business  What’s your path to profitability? 2.Creating a Web Page with Style  Can you use CSS? 3.Organizing Information with XML  Explore XML syntax

©2003 The McGraw-Hill Companies Hands On Projects E-Commerce 1.Getting Your Site on a Search Engine 2.Using Personal Portals  Customize your Web entry 3.Buying Clothes/Return Policies  What if they don’t fit?

©2003 The McGraw-Hill Companies Hands On Projects Ethics, Security & Privacy 1.To Pop-Up or Not: Effective or Annoying?  Do you like them popping up everywhere? 2.Are Cookies Bad for You?  Are they bad for your computer?

©2003 The McGraw-Hill Companies Hands On Projects on the Web 1.Evaluating an E-Commerce Experience 2.Analyzing Advertising  Are Web ads effective? 3.Exploring Web Development Resources 4.Watching the Wireless Web  Are you wirelessly wired to the Web?

©2003 The McGraw-Hill Companies Hands On Projects Group Activities 1.Exploring Job Opportunities  How do they compare to June 2003? 2.Surveying Web Site Development Habits  Who does what? 3.Surveying E-Commerce Habits  Do many people really shop on the Web?