1 Chapter 11 Implementation

2 System implementation issues Acquisition techniques Site implementation tools Content management and updating System changeover Localization Evaluation and monitoring

3 Systems acquisition options Bespoke development. The e-commerce system is developed from scratch. Off-the-shelf (packaged). An existing system is purchased from a solution vendor. In the e-business context this approach is often achieved by external hosting via an applications service provider. Tailored off-the shelf development. The off-the-shelf system is tailored according to an organization’s needs.

4 Table-based page layout for the B2C Company Figure 12.4 Table-based page layout for The B2C Company

5 Using scripting to produce dynamic web content for form processing Figure 12.5 Using scripting to produce dynamic web content for form processing

6 Testing Type of testing Description Developer tests Code level tests performed by developers of modules Feasibility testing Tests a new approach, often near the start of a project to make sure it is acceptable in terms of user experience Module (component) tests Checks individual modules have the correct functionality i.e. correct outputs are produced for specified inputs (black-box testing) Integration testing Checks interactions between groups of modules System testing Checks interactions between all modules in the system Database transaction taken Can the user connect to the database and are transactions executed correctly? Performance/capacity testing Tests the speed of the system under high load Usability testing Check that the system is easy to use and follows the conventions of user-centred design Acceptance tests Checks the system is acceptable for the party that commissioned it Content or copy testing Tests the acceptability of copy from a marketing view

7 Changeover options MethodMain advantagesMain disadvantages 1. Immediate cutover. Straight from old system to new system on a single date Rapid, lowest costHigh risk. Major disruption if serious errors with system 2. Parallel running. Old system and new system run side-by-side for a period Lower risk than immediate cutover Slower and higher cost than immediate cutover 3. Phased implementation. Different modules of the system are introduced sequentially Good compromise between methods 1 and 2 Difficult to achieve technically due to interdependencies between modules 4. Pilot system. Trial implementation occurs before widespread deployment Essential for multinational or national rollouts Has to be used in combination with the other methods

8 Management issues with maintenance Deciding on the frequency and scope of content updating Process for managing maintenance of the site and responsibilities for updating Selection of content management system Testing and communicating changes made Integration with monitoring and measurement systems Managing content in the global organization

9 A summary of the measurement process

10 Building the Web Site Building the Web site 1. Select a Web host 2. Register a domain name 3. Create and manage content 4. Design the Web site 5. Construct the Web site and test 6. Market and promote the Web site

11 Web Site Hosting Web hosting service: A dedicated Web site hosting company that offers a wide range of hosting services and functionality to businesses of all sizes

12 Content Creation and Management Content: The text, images, sound, and video that make up a Web page Commodity content: Information that is widely available and generally free to access on the Web Content management The process of adding, revising, and removing content from a Web site to keep content fresh, accurate, compelling, and credible

13 Web Site Design The goal of any Web site is to deliver quality content to its intended audience and to do so with an elegant design Information architecture: How the site and its Web pages are organized, labeled, and navigated to support browsing and searching throughout the Web site

14 Web Site Design (cont.) Web site design criteria: Navigation Consistency Performance Appearance Quality assurance Interactivity Security Scalability

15 Web Site Construction Who builds the Web site? Internal staff, an outside contractor, or a combination of these two Internal Web site development: The process of building and/or maintaining the Web site with company staff

16 Web Site Construction (cont.) Companies build their own site because: Use of existing in-house expertise Desire to build in-house expertise Protection of proprietary technologies Tighter control and responsiveness

17 Web Site Promotion Internal Web site promotion Include content that establishes the site as a useful site for customers to remember so that they return and make a purchase Signature file: A simple text message an program automatically adds to outgoing messages

18 Web Site Promotion (cont.) Search engine optimization (SEO): The application of strategies intended to position a Web site at the top of Web search engines The key to SEO is understanding the algorithms the search engines use to determine the ranking of the results returned to the searcher

19 Web Site Promotion (cont.) Strategies for keyword creation and placement: Create keywords the target audience is most likely to use Use specific phrases, not general keywords Optimize the title

20 Web Site Promotion (cont.) Use meta tags Meta tag: An HTML element that describes the contents of a Web page Use keywords early and often in page content Include keywords in ALT tags Avoid spider-hostile features Do not spam search engines