2. Electronic Commerce Web Site Analysis

3. E-Commerce: Selling on the Internet Know why you are on the Web???

4. E-Commerce: Selling on the Internet  To make money  To disseminate information  To stroke your little ego Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.comwww.webpagesthatsuck.com

5. . 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 E-mail 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  Email accounts  Web site  Content development & updates  Web site connectivity to database application(s) and email 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:www.mepcenters.nist.gov/public/ecommerce-summit.nsf While developing an E- Commerce presence, it is important to know where you are now as well as the appropriate destination for your business.

6. What do E-Customers Want?

7. E-Commerce: Selling on the Internet 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

8. E-Commerce: Selling on the Internet 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; 1999Forrester

9. E-Commerce: Selling on the Internet The key is consumer confidence... 4 Fun and easy to navigate sites 4 Pages that appear professional 4 Clear and accurate product information and representation 4 Real time answers through self help features, e-mail, and a toll-free telephone number

10. E-Commerce: Selling on the Internet The key is consumer confidence... 4 Good prices and clear representation of all charges 4 Payment options 4 Secure transactions 4 Easy to use return or exchange policy 4 Quick processing time and delivery 4 Shopper privacy

11. Navigation

12. E-Commerce: Selling on the Internet  Where am I?  Where have I been?  Where can I go? Don’t make me think!!!

13. E-Commerce: Selling on the Internet  Navigational Tools Text, Graphics, Frames  Location  Consistency

15. 3 clicks and you’re out!

19. Professional Pages

21. E-Commerce: Selling on the Internet “People want to do business with people they believe to be professional.” Reference: Flanders/Willis; Web Usability Specialists; www.webpagesthatsuck.comwww.webpagesthatsuck.com

22. Product Information

23. www.thomasville.com

25. Customer Assistance

26. E-Commerce: Selling on the Internet  E-mail  Telephone number  Fax Contact Us:

28. Ordering Process

30. Payment Options

31. E-Commerce: Selling on the Internet  Snail Mail  Telephone  Fax  Intermediary  Online Processing

32. Secure Transactions

35. Shopper Privacy

37. E-Commerce: Selling on the Internet 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?

38. Technical and Design Considerations

39. E-Commerce: Selling on the Internet Elements to consider... 4 Bandwidth 4 Browser compatibility 4 Color palette 4 Continuity 4 Frames 4 Homepage

40. E-Commerce: Selling on the Internet Elements to consider... 4 User Interface 4 Screen compatibility 4 Readability 4 Text only default 4 Accessibility

41. Bandwidth

42. E-Commerce: Selling on the Internet Download time...  1-2 seconds  < 13 seconds  > 20 GONE!

43. E-Commerce: Selling on the Internet Decrease download time by...  designing for 56k modem  keeping page sizes <35k  applying the KISS rule

44. E-Commerce: Selling on the Internet “Remove graphic; increase traffic. It’s that simple.” Reference: Dr. Jakob Nielsen; Web Usability Specialist; www.useit.comwww.useit.com

47. Browser Compatibility

48. NETSCAPE EXPLORER

49. NETSCAPE EXPLORER

50. E-Commerce: Selling on the Internet Browser Testing - view your site in as many browsers as possible:  Netscape  Explorer  AOL  Web TV  Lynx

51. Color Palette

52. E-Commerce: Selling on the Internet  Artistic  Cultural  Sales  Technical Color Considerations...

56. Continuity

58. Frames

61. E-Commerce: Selling on the Internet Frames...  Browsers don’t like them  Printers don’t like them  Search engines don’t like them  People/customers don’t like them

62. FRAMES

63. Home Page

65. User Interface

66. E-Commerce: Selling on the Internet How are your customers accessing your site?  Desktop  Laptop  Hand-held  Web TV

67. E-Commerce: Selling on the Internet How are your customers accessing your site?  PC  Mac

69. E-Commerce: Selling on the Internet Recommendation...  Specify pages in terms that enable browsers to optimize the display for each individual user’s circumstance

70. Screen Compatibility

71. E-Commerce: Selling on the Internet Recommendation...  Resolution-independent pages  800x600 pixels (770x430)

72. E-Commerce: Selling on the Internet 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

73. Readability

74. How’s this for readability?

77. E-Commerce: Selling on the Internet Recommendations...  Good background/text contrast  Avoid patterned backgrounds  Easy to read fonts  Make words count  Short paragraphs  Bulleted lists

78. E-Commerce: Selling on the Internet www.cedcc.psu.edu/ritter/web-demo/elements.html

79. E-Commerce: Selling on the Internet serif sans-serif

80. Text Only Default

84. Accessibility

85. E-Commerce: Selling on the Internet The Law: Section 508 of the Rehabilitation Act

87. www.cast.org/bobby [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”.

88. www.useit.com Designing Web Usability The Practice of Simplicity by Jakob Nielsen Resource

89. www.webpagesthatsuck.com Web Pages That Suck Learn Good Design by Looking at Bad Design by V. Flanders & M. Willis Resource

90. www.sensible.com Don’t Make Me Think! A Common Sense Approach to Web Usability by Steve Krug Resource

91. www.ext.msstate.edu/fce/homebus/ecommerce.html Resource Business to Consumer E-Commerce: Selling on the Internet

92. E-Commerce: Selling on the Internet 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!

93. Beth Duncan, Ph.D. Small Business Specialist Mississippi State University Extension Service bethd@ext.msstate.edu

94. Electronic Commerce Web Site Analysis