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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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Planning, Designing & Developing
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
Planning, Designing & Developing
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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Planning, Designing & Developing
Your Website
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Planning, Designing & Developing
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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Tools for Interactivity and ActiveContent
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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Tools for Interactivity and ActiveContent
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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