Electronic Commerce Web Site Analysis

E-Commerce: Selling on the Internet

Know why you are on the Web???Know why you are on the Web???

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.com

.com

Static

Interactive

Transactional

Integrated

Access

Advertising Marketing Information

No Capability

No company web site Can access other sites

Registration Forms E-mail

Online orders, payments Order tracking, queries Funds transfer

End-to-end Fulfillment Workflow

E-Commerce Roadmap

Legend - 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.

What do E-Customers Want?

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

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; 1999

E-Commerce: Selling on the Internet

The key is consumer confidence . . .

Fun and easy to navigate sites

Pages that appear professional

Clear and accurate product information and representation

Real time answers through self help features, e-mail, and a toll-free telephone number

E-Commerce: Selling on the Internet

The key is consumer confidence . . .

Good prices and clear representation of all charges

Payment options

Secure transactions

Easy to use return or exchange policy

Quick processing time and delivery Shopper privacy

Navigation

E-Commerce: Selling on the Internet

Where am I?

Where have I been?

Where can I go?

Don’t make me think!!!

E-Commerce: Selling on the Internet

Navigational Tools Text, Graphics, Frames

Location

Consistency

3 clicksand you’re out!

Professional Pages

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.com

ProductInformation

www.thomasville.com

CustomerAssistance

E-Commerce: Selling on the Internet

E-mail

Telephone number

Fax

Contact Us:

OrderingProcess

Payment Options

E-Commerce: Selling on the Internet

Snail Mail

Telephone

Fax

Intermediary

Online Processing

SecureTransactions

Shopper Privacy

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?

Technical and Design Considerations

E-Commerce: Selling on the Internet

Elements to consider . . .

Bandwidth Browser compatibility Color palette Continuity Frames Homepage

E-Commerce: Selling on the Internet

Elements to consider . . .

User Interface Screen compatibility Readability Text only default Accessibility

Bandwidth

E-Commerce: Selling on the Internet

Download time . . .

1-2 seconds

< 13 seconds

> 20 GONE!

E-Commerce: Selling on the Internet

Decrease download time by . . .

designing for 56k modem

keeping page sizes <35k

applying the KISS rule

E-Commerce: Selling on the Internet

“Remove graphic; increase traffic. It’s that simple.”

Reference: Dr. Jakob Nielsen; Web Usability Specialist; www.useit.com

Browser Compatibility

NETSCAPE

EXPLORER

NETSCAPE

EXPLORER

E-Commerce: Selling on the Internet

Browser Testing - view your site inas many browsers as possible:

Netscape

Explorer

AOL

Web TV

Lynx

Color Palette

E-Commerce: Selling on the Internet

Artistic

Cultural

Sales

Technical

Color Considerations . . .

Continuity

Frames

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

FRAMES

Home Page

User Interface

E-Commerce: Selling on the Internet

How are your customers accessing your site?

Desktop

Laptop

Hand-held

Web TV

E-Commerce: Selling on the Internet

How are your customers accessing your site?

PC

Mac

E-Commerce: Selling on the Internet

Recommendation . . .

Specify pages in terms that enable

browsers to optimize the display

for each individual user’s circumstance

Screen Compatibility

E-Commerce: Selling on the Internet

Recommendation . . .

Resolution-independent pages

800x600 pixels (770x430)

E-Commerce: Selling on the Internet

Resolution Testing - look at your sitewith monitor set to resolutions:

640 x 480

800 x 600

1024 x 768

1152 x 864

1280 x 1024

Readability

How’s this for readability?

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

E-Commerce: Selling on the Internet

www.cedcc.psu.edu/ritter/web-demo/elements.html

E-Commerce: Selling on the Internet

serif

sans-serif

Text Only Default

Accessibility

E-Commerce: Selling on the Internet

The Law: Section 508 of the Rehabilitation Act

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”.

www.useit.com

Designing Web Usability The Practice of Simplicity

byJakob Nielsen

Resource

www.webpagesthatsuck.com

Web Pages That Suck Learn Good Design by Looking at Bad Design

byV. Flanders & M. Willis

Resource

www.sensible.com

Don’t Make Me Think!A Common Sense Approach to Web Usability

by

Steve Krug

Resource

www.ext.msstate.edu/fce/homebus/ecommerce.html

Resource Business to Consumer E-Commerce: Selling on the Internet

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!

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

Electronic Commerce Web Site Analysis