build block of ecomm

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Planning, Designing & DevelopingYour Website

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There are several different ways to direct market onthe web. Producers must, therefore, ensure that

the solution fits in with their overall marketingplan, with their objectives for using the Internet,and with their resource constraints.

There three are primary types of websites that anindividual producer can choose to develop:

Website to transact sales

Website to distribute information

Website to transact sales and distributeinformation


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Planning, Designing & DevelopingYour Website

Fundamentals Objectives, TargetMarkets, Products & Services

Objectives of the organization

Needs, wants, and expectations oftarget markets

Products and services that are being

offered.

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Planning, Designing &

Developing Your Website

Common Objectives

What is the purpose of your site? Advertising products & services

Selling products & services

Providing customer service and product

support Providing product or corporate information

Creating and establishing corporate identityor brand awareness


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Planning, Designing & Developing YourWebsite

Target Markets

It is important to define every one of

your target markets. For each oneyou will need to determine:

Their needs

Their wants

Their expectations

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Other Considerations The site should be designed to encourage

repeat traffic:

The more your brand is reinforced, The more your target markets feel a part ofyour community,

The more likely they are to tell othersabout you,

The more likely they are to give youpermission to stay in touch,

The more likely you will be the first in mindwhen they go buy your types ofproducts/services

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Planning, Designing & Developing

Your Website


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Web elements to keep them comingback:

Contests and competitions Cartoons, jokes, games Advice columns, tip of the day Whats New page Bookmark this page Calendar of events

Blogs Online community Coupons, discounts Specials and promotions

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Your Website


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Other Considerations

The site should have viral marketing elements thatencourage visitors to recommend your products orservices to others

Word of mouth (tell a friend, send this to a friend)

Pass it on (customers forwarding e-mails to a

friend) Product or service based


Your Website


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The site should include elements to leverage itssales force

Affiliate or associate programs

The site should incorporate permission marketing,in which visitors are encouraged to give youpermission to send them an e-mail on a regular

basis Newsletters

Contests

Notification of new giveaways

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Your Website


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Your Website

Pieces of the Site-building


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Building an E-commerce Web Site: A

Systematic Approach

Planning: the systems development lifecycle

Systems analysis: identify businessobjectives, system functionality, andinformation requirements

System design: hardware and software

platforms Building the system: in-house vs.

Outsourcing

Testing the system

Implementation and maintenance


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System

s

Analysis

System

Design

Programming

Testing

Conversion

Produ

ctio

n

andM

ainte

nan

ce

System Development

System Development: The activities that go into producing an

information systems solution to an organizational problem or

opportunity

Systems analysis: The analysis of a problem that the organization will

try to solve with

an information system

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Planning:the Systems

Development Life Cycle Amethodology for understanding the

business objectives of any system

and designing an appropriatesolution Systems analysis

Systems design

Building the system

Testing

Implementation


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Feasibility

Determining whether a solution is achievable

given the organizational resources &

constraints

Technical: Available technical resources

Economic: costs vs. benefits ?

Operational: fits the organization ?

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Systems Analysis: Identify BusinessObjectives, System Functionality, and

Information Requirements

Business objectives

A list of capabilities you want your site to have

System functionalities A list of types of information systems

capabilities you will need to achieve yourbusiness objectives

Information requirements The information elements that the system must

produce in order to achieve the businessobjectives

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Information Requirements

A detailed statement of the information needs that anew system must satisfy

Who needs what information, when, how?

Basis for the system design: details how a newsystem will meet requirements

Logical design: Lays out the components of theinformation system and their relationship to each other as

they would appear to users

Physical design: The process of translating the abstractlogical model into the specific technical design for the new

system.

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System Design: Hardware and

Software Platforms System design specification

Description of the main components in asystem and their relationship to one another

Logical design Describes the flow of information at your e-

commerce site The processing functions that must be

performed

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System Design: Hardware andSoftware Platforms

The databases that will be used The security and emergency backup

procedures that will be instituted The controls that will be used in the

system

Physical design Translates the logical design into physical

components

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Design Specifications

Output: medium, content, timing Input: origins, low, data entry

User interface: simplicity, efficiency, logic

Database design: logical data relations

Processing: computations, program modules Manual procedures: activities, performers, when

Controls: input, processing, output, procedural

Security: access, catastrophe plans, audit trails

Documentation: operations, systems, user Conversion: transfer files, new procedures

Training: techniques, modules, facilities

Organizational changes: task, job, process redesigns

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Systems Analysis: Business Objectives,System Functionality, and Information

Requirements

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A Logical and Physical Design for a

Simple Web Site

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Simple Data Flow Diagram

This data flow diagram describes the flow of information requests and responses for a simple

Web site


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A Logical and Physical Design for

a Simple Web Site

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Simple Physical Design

A physical design describes the hardware and software needed to realize the logical

design


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The Spectrum of Tools for Building

Your Own E-commerce Site

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Testing the System

Unit testing

Involves testing the sites programmodules one at a time

System testing Involves testing the site as a whole, in a

way the typical user will in using the site

Acceptance testing

Verifies that the business objectives of thesystem as originally conceived are in factworking

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Programming

Testing: Determining whether the system

procedures the desired results

Unit testing: Each program separately

System testing: The whole system

Acceptance testing: Final certification that the

system is ready

Test plan: Preparation of tests and the orderin which they will be carried

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Conversion

The process of changing from the old system to the new system

Parallel strategy: old and new system run together

Direct cutover strategy: The new system replaces the oldsystem completely

Pilot study strategy: Limited area of the organization Phased approach strategy: Either by functions or by

organizational units

Conversion plan: A schedule of all activities to install a new system

Production: The stage after the new system is installed

Maintenance: Changes in hardware, software, documentation, orprocedures

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Implementation and Maintenance

Benchmarking A process in which the site is compared with

those of competitors in terms of responsespeed, quality of layout, and design

Maintenance is on-going

20% devoted to debugging code andresponding to emergency situations 20% concerned with changing reports, data

files, and links to backend databases 60% devoted to general administration and

making changes and enhancements to the

system

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Choosing Server Software

System architecture Refers to the arrangement of software,

machinery, and tasks in an information systemneeded to achieve a specific functionality

Two-tier architecture A web server responds to requests for web

pages and a database server provides backenddata storage

Multi-tier architecture A web server is linked to a middle-tier layer

that typically includes a series of applicationservers that perform specific tasks, as well asto a backend layer of existing corporatesystems

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Two-tier and Multi-tier E-

commerce Architectures

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Web Server Software

Site management tools Verify that links on pages are still

valid and also identify orphanfiles

Dynamic page generation tools The contents of a web page are

stored as objects in a database,rather than being hard-coded inHTML

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Key Players in Web Server

Software

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Basic Functionality Provided by

Web Servers

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Web Application Servers

Software programs that provide thespecific business functionality

required of a web site Include:

Catalog display

Transaction processing

Audio/video server Auction server

B2B server

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Application Servers and Their Function

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E-commerce Merchant ServerSoftware Functionality

Software that provides the basic functionalityneed for online sales, including:

An online catalog that list products available on aweb site

Order taking via an online shopping cart that allowsshoppers to set aside desired purchases inpreparation for checkout, review what they haveselected, edit their selections as necessary, and the

actually make the purchase by clicking a button Online credit card processing verifies the shoppers

credit card and then puts through the debit to thecard

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Choosing the Hardware for anE-commerce Site

Hardware platform Refers to all the underlying computing equipment

that the system uses to achieve it e-commercefunctionality

Stateless Refers to fact that the server does not have to

maintain an ongoing dedicated interaction with theclient

I/O intensive

Requires input/output operations rather than heavy-duty processing power

CPU intensive Operations that require a great deal of processing

power

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Visitor Profile at Typical

E-commerce Sites

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Tools for Interactivity and ActiveContent

Common gateway interface

A set of standards for communication

between a browser and a programrunning on a server that allows forinteraction between the user and theserver

Active server pages

A proprietary software developmenttool that enables programmers usingmicrosofts IIS package to builddynamic pages

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Java

Is a programming language that allowsprogrammers to create interactivity and active

content on the client machine -- thereby savingconsiderable load on the server

Java server pages (JSP)

Like CGI and ASP, a web page coding standardthat allows developers to dynamically generate

web pages in response to user requests Javascript

A programming language invented by netscapethat is used to control the objects on an HTMLpage and handle interactions with a browser

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Active X

A programming language created by microsoftto compete with java

Vbscript

A programming language invented by microsoftto compete with javascript

Coldfusion

An integrated server-side environment fordeveloping interactive web applications

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Personalization Tools

Personalization

The ability to treat customers base on

their personal qualities and priorhistory with your site

Customization

The ability to change the product to

better fit the needs of the customer

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The Information Policy Set

Privacy policy

A set of public statements declaring to yourcustomers how you treat their personal

information that you gather on the site Accessibility rules

A set of design objectives that ensure disabledusers can effectively access your site

Financial reporting policies

Statement declaring how you will account forrevenues and costs at your site

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