meljun cortes research jru project paper on line shopping web site final
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JOSE RIZAL UNIVERSITY80 SHAW BOULEVARD, MANDALUYONG CITY
SCHOOL OF GRADUATE STUDIES
MASTER IN BUSINESS ADMINISTRATION
A Project Paper:Crafting an Online Business Strategic Plan
For the Partial FulfillmentOf the Requirements in Electronic Commerce (GS 304)
For the Degree ofMaster in Business Administration
Submitted by:
Mr. Raymond L. BariaMr. Frederick F. FestinMs. Theolyn R. Flores
Ms. Anne Dzanelle F. JavierMr. Rommel C. MatutinoMs. Reichelle M. Orinday
September 16, 2008
Submitted to:Dr. Nelly D. De Leon
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The Convenience of ShoppingThe Convenience of ShoppingThe Convenience of ShoppingThe Convenience of Shopping Seat… Surf… Shop… Seat… Surf… Shop… Seat… Surf… Shop… Seat… Surf… Shop…
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TABLE OF CONTENTS
Topics Pages
I. How to Create a Home Page …………………………………………………. 1
A. Web Design ………………………………………………………………....1
1. Decide scope of Features
2. Decide Page Layout & Navigation Scheme
3. Determine Keywords
4. Draft the Content
5. Decide Artistic Enhancement
B. Bandwidth and Web Space Requirements……………………………….6
1. Web Space Requirements
2. Web Traffic
3. Code it Yourself
C. Domain Name Registration ………………………………………………11
D. Web Hosting ……………………………………………………………….11
1. Define your Web Hosting Criteria2. Criteria Driven Search
3. Narrow it Down
E. Web Development and HTML Code …………………………………….13
1. Create Web Pages
2. Upload the Web Site to your Host
3. Validate the HTML code
4. Verify Browser Compatibility
5. Validate Style Sheets
6. Testing your Site’s Performance
7. Compress Images to Improve Performance if Necessary
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Topics Pages
II. S-cube E-Shopping Mall …………………………………………………..16
A. Business Background …………………………………………………..16
B. Vision and Mission Statements……………………………………..….17
C. Business Strengths and Services Offered……………….……………18
D. Location…………………………………………………………………..19
E. Authorized Centers……………………………………………………...19
F. Contact Persons……………………………………………………...….19
III. How to Upload a Webpage…………………………………………...……21
A. Step 1: Open a Frontpage Website………………………………...…...21
B. Step 2: Go to Remote Website View…………………………………....22
C. Step 3: Remote Website Properties ..……………………………….....23
D. Step 4. Passive FTP …………………………….………………...…….24
E. Step 5: Publish Your Files ………………………….…………………....25
IV. Website (www.scube.com) ..................................................................27
A. About the Website ……………………………………………………....27
B. Wireframes ………………………………….……………………………28
C. Storyboards ………………………………………………………………32
V. Suggestions for Handling an Online Business ……………………..…44
A. Sincere Passion …………………………………………………………..45
B. Our Own Domain …………………………………………………………45
C. Professional Website …………………………………………………….45
D. Quality Content ……………………………………………………….…..46
E. Targeted Traffic ……………………………………………………………46
F. Your Own In-Demand Product …………………………………………..46
G. Killer Sales Copy …………………………………………………………46
H. Killer Marketing Strategy ……………………….……………………….47
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Topics Pages
I. Instant Product Delivery………………………………………………….47
J. Accept Credit Cards……………………………………………………...47
K. Merchant Accounts……………………………………………………...48
L. Credibility………………………………………………………………….50
M. Detailed Product Information…………………………………………...50
VI. Suggestions for Marketing Strategies Over the Web………………..51
A. Why the Golden Rule Should Be Your Weapon of Choice………..…51
B. Product Images Is An Important Factor in Making A Sale…………...52
C. Tips on Choosing the Right Products to Sell Online………………....54
D. Create a Newsletter…………………………………………….………..55
E. Email Marketing to Existing Customers…………………….………….56
F. Competitive Pricing……………………………………………………….59
G. Catalog Flexibility and Online Fast Updating………………………….60
H. Website Promotion Overview…………………………………………...61
I. Market Segmentation……………………………………………………..64
VII. Recommendations………………………………………………………..65
VIII. E-Commerce Glossary…………………………………………………..69
Bibliography
Appendices
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Running a small business can be tough. You're running on a limited
budget and limited manpower. Most small businesses these days have
websites, as they are an essential tool in marketing and promoting a
business. Even so, learning how to make a website often isn't an option
for small business owners. It takes too much time, requires that you learn
specific skills and generally takes away from time spent on actually
running the company.
This is the 5-step method on how to create a homepage.
A. Web Design
Web site design concerns encompass a wide range of factors to be
considered and evaluated with regard to their effectiveness in supporting
your web sites objectives. These may include, but not limited to:
• Content – text, writing style, page layout, continuity of website,
navigation logic
• Artistic Effect – proper use of graphic images, psychology of colors,
photos, web site fonts and sounds
• Performance – page loading, browse compatibility
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Note: This is where you decide WHAT you want, not how you want it
done. It is important not to concern yourself with the implementation
details at this point including whether or not you will need to learn HTML.
But knowledge of HTML will not be necessary unless you decide to code
the web site yourself, and then only if you decide to use a non-WYSIWYG
editor. If you code it yourself with an ASCII or HTML (non-WYSIWYG)
editor you must learn basic HTML and probably, depending upon your
requirements, some CSS and JavaScript as well.
1. Decide scope of Features
Produce a checklist of web site features that you want your web site to
have. Visit web sites of similar purpose to generate ideas for your own.
Determine the degree of web site sophistication needed and the scope of
user interaction that will be provided, e.g., online credit card processing,
shopping carts, bulletin boards, chat rooms, site search, etc.
• The Three (3) Levels of Web Site Design Sophistication
Basic - All websites, whether Personal, Hobbyist, Organization or
Small Business, have some or all of the basic ingredients.
Database Driven - Websites can also have a backend database for
storing and dynamically displaying various types of data
Multimedia - Websites can also have a multimedia enhanced appeal.
This is entertaining but is not always effective, depending on your
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websites purpose. The user may not want to be bothered by a lot of
intrusive and time consuming flashiness.
2. Decide Page Layout & Navigation Scheme
Estimate the total number of web pages and name and define the
purpose for each one. Plan the positioning and contents of the pages
common areas - headers, footers and side links. Also, decide upon a
navigation scheme that will be consistent throughout the website. This
may be as simple as a static set of side links on every page or as
sophisticated as a pull down cascading menu system which becomes
more detailed as you go deeper into the site. Visit web sites of similar
purpose or surf the internet freely to generate ideas of your own and be
sure to consider the use of free web design templates.
3. Determine Keywords
Do your keyword analysis now to determine your most effective
primary and secondary keyword phrases with respect to search engine
positioning.
• Most Effective Keyword Phrases for your Website - Select the
most popular, yet relevant, user keyword phrases as the main
keyword phrases of your web page(s). Do this analysis for every
page that you consider important and unique enough to warrant
submission to the search engines.
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4. Draft the Content
Produce the text content that will appear on each page. Review the
rules for incorporating keyword phrases into page content and the specific
concerns relative to writing for the internet before beginning.
• Rules for Incorporating Keyword Phrases into Page Content -
Think of one or two main keywords for your site, and make them
appear 5-6 times each on your front page. Some search engines
will look for 'keyword density', meaning how far apart the keywords
appear. Some will only look at the first 200 characters of your site,
and count the number of times the keyword appears. Others will
index a bit from the top, middle, and bottom parts of your website,
and search them for keywords. Generally keyword density should
be in the 2-3% range.
• Web Design Writing Styles - There is more to writing than putting
words next to each other, and there is more to writing hypertext
than throwing together a bunch of links. When writing text, I have
certain goals; when I come across text I dislike, there are certain
reasons why I do not like it. You're about to read an attempt to
describe these reasons and goals; it is incomplete, subjective, and
honest.
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5. Decide Artistic Enhancement
Plan the artistic aspects; graphics, animations and text appearances.
• Psychology of Colors - Color should be one of your first concerns
when it comes time to start your web site design. If you don't pay
close attention to the colors you chose, your site you will end up
either plain and boring or so chaotic it's hard to look at. The color
you use should only be chosen after careful consideration. Pure
yellow strains your eye more than any other color because of that, it
is the first color your eye will fix on. Using these colors for banners
and advertisements will receive more attention from the viewer's
eye. Once the visitor comes to your site there is really no reason
you should irritate the visitor with bright colors. You have done a
good job if they are viewing your site.
• Selecting Fonts - most Web pages have large amounts of text.
When you're thinking of design, you need to think about how the
text looks on a micro-level as well as the macro-level.
• Graphics and Images - Graphics are a great way to add interest
and excitement to your Web pages. As the saying goes "a picture is
worth 1,000 words" and that's also true in Web design. Nearly
every Web site has some photos on it, and a photo can do more to
improve your site than the fanciest design. But the inverse is also
true. If you have a bad photo or image on your site, especially if it's
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the logo or a product photo, you can damage your site's credibility
and lose customers and sales.
•
Web Layout Basics - There are many common elements on a
Web page, such as headlines, navigation, images, textual content,
and administrative. Knowing what an element is helps determine
where it should be placed on the page. Knowing your goals and the
goals for the page are key to placement. That's why ads are found
in similar places on Web pages. If the goal is to get people to click
on them or notice them, then placing them in locations where
historically people look and click helps them to meet their goals. By
just making a couple small changes to the position of the elements
and the margins around the image, the resulting layout is more
visually appealing and the eye is drawn from the headline, through
the photo, to the caption.
B. Bandwidth and Web Space Requirements
Bandwidth allowance and host web space requirements must be
determined before you can correctly select your host.
It is also necessary to determine what web development software will be
used to create the site and whether or not it will require any special host
accommodation.
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1. Web Space Requirements
It is necessary to know the amount of web space, in megabytes of
disk space, that you will need from a host to house your web site. This
must be enough to accommodate your web pages. For web sites without
server side (a.k.a. backend) databases the formula is as follows:
WEB SPACE REQUIRED =
(SITE SIZE IN PAGES) *
(AVG. PAGE SIZE) *
(3)
where the parameters are defined as:
SITE SIZE INPAGES
Estimate the maximum number of pagesyou'll need to build or ultimately expandyour web site.
AVG. PAGESIZE
The experts suggest a 60 Kb limit on pagesize but this can vary depending on the sizeof images, animations, etc. The larger thepage is the slower it loads. See OptimalPage Sizes for the experts opinions.
3 It is necessary to triple your exactestimates: once for the accumulated pagetotal, once for miscellaneous overhead (logfiles, mail, etc.), and once for safe measureand room to grow.
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2. Web Traffic
It is also necessary to know the amount of web traffic in gigabytes
per month that you will require from a host. This is based on the
anticipated number of monthly page views; every page view increases the
monthly running total by the pages' size.
The formula is as follows:
WEB TRAFFIC REQUIRED =
(MONTHLY PAGEVIEWS ANTICIPATED) *
(AVG. PAGE SIZE) *
(2)
where the parameters are defined as:
MONTHLYPAGEVIEWS
ANTICIPATED
Estimate the number of page views youexpect each month.
AVG. PAGESIZE
The experts suggest a 60 Kb limit onpage size but this can vary depending onthe size of images, animations, etc. Thelarger the page is the slower it loads. SeeOptimal Page Sizes for the expertsopinions.
2 Double this exact estimate for safemeasure.
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3. Code it Yourself - Three (3) coding methods are available.
1. ASCII editor (e.g., Notepad)
Pros:
a. No purchase required
b. No software learning curve
c. No limits to code sophistication or customization.
Cons:
a. Most time consuming
b. Requires programming knowledge of basic HTML (and usually
some CSS and JavaScript depending on features desired).
c. Not developer friendly in terms of project management.
2. HTML editor
Pros:
a. Some are FREE (e.g. we use 1st Page 2000)
b. No limits to code sophistication or customization
c. Many developer friendly project management features.
Cons:
a. Software learning curve
b. Web development still takes time as you need to involve
yourself with the HTML details
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c. Requires programming knowledge of basic HTML and usually
some CSS and JavaScript depending on features desired.
3. WYSIWYG editor (e.g., FrontPage 2000)
Pros:
a. Development is fast
b. Does not require actual knowledge of HTML (or CSS,
JavaScript, etc).
c. Developer friendly project management
Cons:
a. None are FREE
b. Software learning curve
c. Possible limitations on ability to enhance or customize
underlying code.
Note: Expert knowledge of HTML etc. is not required if you choose
option 3 - WYSIWYG editor. This is good news. The converse, though, is
also true that if you choose the ASCII or HTML editor options then you
must learn basic HTML and most likely some CSS and JavaScript at a
minimum.
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C. Domain Name Registration
Registering a domain name is the very first step to creating a web
site. A domain name is simply the address of your web site and can end in
.com, .net, .org, etc. it can also include hyphens and as a character limit of
63.
All web sites have an internet "address" in the form of either a
DOMAIN NAME or SUBDOMAIN NAME. FREE web sites usually limit you
to a sub domain name, however, some free web site providers allow you
to obtain your own fully registered domain name. Fee hosted web sites
generally require a fully registered domain name.
D. Web Hosting
Web hosting refers to the process of publishing a web site so that it
is available to the world on the Web. Paid web hosting also involves
getting a domain name and not having forced ads displayed on your site.
The vast majority of web sites today, from personal pages to small
business e-commerce, rely on the shared web site hosting option. There
are many free shared web hosting services available that may or may not
meet your needs. Typically, shared web hosts offer package plans that are
an assortment of storage space, traffic allowances, server side software
capabilities and management tools. This makes it imperative that you
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define your web hosting requirements before you begin the selection
process.
1. Define your Web Hosting Criteria
Your host requirements analysis should include the disk space and
monthly traffic requirements, software accommodation, database
accommodation, traffic statistics tool, control panel, and the host OS
(platform).
2. Criteria Driven Search
Select three (3) or four (4) hosts that satisfy your defined
requirements. These sites will let you search for a list of hosts which meet
these criteria. Notice that these searchable host databases all claim to
perform the same service but don't always give the same results.
3. Narrow it Down
Evaluate each web hosting preliminary selection to make a final
decision. Once you have narrowed your web host choices to several firms,
you'll need to take a more in-depth look at them before choosing which
one you should go with. Click on the name of each host you consider to
get a quick summary of their offerings. Next, you should visit hosts' web
sites. Look at hosts' plans pages to see if all the data you have checks
out. See if there are any promotions or discounts available. If you have
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any questions regarding features offered by your potential hosts, you
shouldn't hesitate to email them with your pre-sales questions. This is a
good strategy to check hosts' support quality. Before signing up with any
host, you should carefully read their Terms of Use and Acceptable Use
Policies. Often, some crucial information that you should know before
making your decision can be found there. Use a search engine on an
independent message board to see what people are saying about your
potential host. After that, use a search engine to look for any other info on
that host that might be available somewhere on the web.
E. Web Development and HTML Code
1. Create Web Pages
The method for making the web pages was chosen in step2.
Basically, you have decided to either use a WYSIWIG editor or an HTML
editor.
2. Upload the Web Site to your Host
You will need to download and install an FTP program to
accomplish this. Once installed, contact your host for the connection
details. Remember, everything gets uploaded into your WWW folder or
one of it's subfolders.
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3. Verify Browser Compatibility
There are two basic problems when it comes to dealing with
browser compatibility issues: they're boring and they're complicated. But
for designers, developers, and managers alike, it's essential to grasp
these fundamental problems that we face when putting web pages on the
Internet.
4. Validate Style Sheets
This is accomplished by going to CSS Check which is cascading
style sheets lint, or to CSS W3C Validation Service.
5. Testing your Site’s Performance
A survey suggests an "8 second download rule" - the average
surfer gets bored if he/she has to wait much longer than that for a page to
open up, and of course e-commerce sites therefore lose business if
visitors are too impatient and go elsewhere. One research company
estimates that online businesses lose a lot of money because visitors
won’t wait for heavy pages to load. Keeping your site small is good as it
means that your site will be quicker to view for your visitors. It is
recommended that the average size of the web pages on your site should
be no more than 50k each. So as a rough idea of how much web space
you will require - multiply the number of pages you want on your site by
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about 50k then add on the size of any downloadable files you want to
serve - that will give you your total.
6. Compress Images to Improve Performance if Necessary
Large images are the leading cause of slow loading web pages.
There is a need to compress these images so that the site would open up
at a faster rate.
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A. Business Background
The concept of our business is relatively not new during its initial
conceptualization. First semester of school year 2008-2009, six MBA
students of Jose Rizal University formed a group and tasked to develop an
on-line shopping business as part of their requirements in E-Commerce
subject. The Company was named S3 or simply read as S-Cube. S3 stands
for Sit, Surf and Shop, the main working components while doing on-line
shopping.
We have identified that customer in today’s marketplace want
quality products and information in a quick and easy manner. The
internet’s main benefit is that of speed and convenience. Therefore e-
commerce, which uses the internet as the core for business dealings, can
help make a company more customer-friendly in addition to many other
things, such as creating a more efficient exchange of information and/or
products and services.
It was a bright day of August 12, 2008, www.scube.com portal
official operates for business. This portal has come up with numerous
solutions to provide worldwide exposure for Philippine products.
Scube.com gives Filipino manufacturers a place of their own where they
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can display their products and all the relevant information needed by the
buyer to make a sound business decision. Scube.com is a cheaper and
easier option for Philippine companies because, instead of setting up their
own websites, they can use the portal to display and promote their
products as well as maximize its interactive tools to transact business in
new markets. The website offers diverse product lines from clothing,
accessories and shoes that are proudly Philippine Made. SCUBE’s partner
brands are Bench, Penshoppe, Human, Bayo, Folded and Hung and
many more. The portal aims to promote Philippine apparels by stepping
forward and uplifting the industry into a global market, thus service millions
of Filipinos worldwide.
B. Vision and Mission Statements
Vision
To be the best electronic shopping company that delivers trendy
products and superior services to satisfy the needs of all Filipinos
worldwide
Mission
We will build a unique portfolio of clothes and related brands, striving
to surpass our competitors in quality, innovation and value, and
elevating our image. We will become the web destination store for all
ages, offering the convenience of multiple brands and channels, and
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providing a personal high tech shopping experience that helps create
lifelong customer relationships.
C. Business Strengths/Services Offered
Because we deliver. S3 adherence to the principle of time-sensitive
service has been unwavering. Every transaction is seen as an honored
contract and commitment to be fulfilled as promised.
Because we have the network. Our major partnered brands are backed
by an unsurpassed quality of goods and immortal designs that delivers
unparallel value and price, covering practically every segments of market
and diversity of Filipino individualities.
Because we innovate. Our phenomenal growth has always been
propelled by our sensitivity and quick response to the evolving needs of
the customers. S3 has always employed cutting-edge technology to
improve its services and delivery and to create new services for a
changing market.
Because we value our customers. The S3 team is comprised of a
talented group of individuals who are all committed to the practice of
customer satisfaction. At S3, customers are not seen as transactions, but
as human beings with needs to be served at the soonest time. S3 believes
in keeping the best relations possible with its valued customers by coming
up with services and programs attuned to their needs.
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Because we value our community. S3 believes that it operates its
business not in a market but in a community. Thus, S3 does its part in
building the community through S3 Foundation and its weekly e-
newsletter, and partnerships with organizations and other sectors in the
community.
D. Location
The Corporate Headquarters of S-cube is located at Unit 401 – 405
Plaz@ Building B 6530 Northgate Avenue, Filinvest Corporate City,
Alabang Muntinlupa City, Philippines.
E. Authorized Centers
S-Cube will forge a partnership with TFC offices worldwide to
facilitate the distribution and coordination of its products and services.
For more information further details about their contact, it can be best
viewed online thru TFC Global websites.
F. Contact Persons
S-Cube will have a trunkline number which is connecting to all
departments. For overseas calls, a toll free phone number will also
be made available for clients and suppliers. Online, they can reach
our helpdesk thru helpdesk@scube.com
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The Management Team
President: Mr. Raymond Baria
VP Marketing: Ms. Theolyn Flores
VP Operation: Mr. Frederick Festin
VP Finance: Ms. Reichelle Orinday
VP Legal: Mr. Rommel Matutino
VP Internal Affairs: Ms. Anne Dzanelle Javier
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A. Uploading Website Using Microsoft Frontpage 2003.
STEP 1: Open a Front Page Website
Figure 1
The publishing features of FrontPage will not be available unless you open
a FrontPage Web site first. Before you try publishing, you need to make sure you
open a FrontPage Web site first. If you don't have a FrontPage Web site open
(that is, you just have an individual Web page open), FrontPage publishing
features will not be available.
A FrontPage Web site is a site created or opened in FrontPage that
supports FrontPage-specific functionality. In this case, the supported functionality
is the ability to publish.
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STEP 2: Go to Remote Website View
Figure 2
Click the Web Site tab.
Click the Remote Web site button at the bottom of the window.
Then, click Remote Web Site Properties to set up your connection to the
server.
Remote Web site view is the place to go whenever you need to publish
your site. To go there, you would click the Web Site tab, and then the Remote
Web site button at the bottom of the window.
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On first use, Remote Web site view will look rather bare. Never fear:
Clicking Remote Web Site Properties in the upper-right corner will fix that. This
allows you to set up the connection to the Web server.
STEP 3: Remote Website Properties
Figure 3
Now you'd set up the remote Web site properties so that you could connect to the
server, and then eventually publish.
First, you select FTP as the remote Web server.
In the Remote Web site location box, type your host name. Note that you'll
often repeat "ftp" twice, as in "ftp://ftp.example.com".
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The server makes the second connection between it and FrontPage. This
is the connection that is used to actually publish files in either direction. However,
many firewalls do not like outside servers to establish that second connection.
After all, the purpose of a firewall is to protect you from possible outside harm.
If this is the case, you may need to select the Use Passive FTP check
box. With it selected, the server will not attempt to make the second connection.
Instead, FrontPage will establish the second connection, and the publishing
process can continue from there.
STEP 5: Publish Your Files
Figure 5
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Here's the moment of truth: You review which files you want to publish,
and then you publish them. We'll explain the details of this during the practice
session that's coming up. But here's the main idea:
The Local Web site is on the left side of the window. The Remote Web
site is on the right. The remote site is the publishing destination for your
files.
Files with arrows are new and haven't been published yet.
Files with question marks (?) are files in conflict. This sounds a little
dramatic, but it just means that the file has been modified in both locations
since the last time it was published. It could also mean that the file was
published with another application besides FrontPage.
When you're ready, you can publish all files by clicking the Publish Web
Site button in the lower-right corner of the window. Or, you can publish individual
files. The way to do this is to select a file in the local site, and then click the Local
to Remote button .
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(
A. About the Website
S3 website was created using MS Frontpage 2003 Application
Software. Primarily, its purpose is an online shopping store of all popular
Filipino brands and targeting young, hip, and trendy Filipinos – here and
abroad. This concept is the major basis of color combination for the
website which is strong, dynamic and high contrast to signify youth
attitude and powerful character.
The logo represents Filipino characteristics and shopping
technology. It looks like “bayong” or shopping basket, or sometimes a
‘padlock” in other view. Meaning, secured shopping when it is being
viewed with general perception. The color also creates individualistic and
uniqueness of the store. The logo is painted with the color combination of
our Philippine Flag to represent nationalism, and green color to emphasize
the company’s awareness for the protection of Mother Nature.
Technically, S3 website can be best viewed to a 1024 x 768 screen
resolution. The contents are also adjustable to adapt on the resolution of
user’s monitor or screen. Since it is a dynamic website with Flash Movie
content, it is recommended to view this website using a computer with that
kind of plug-in, otherwise the Flash Movie will not be displayed properly.
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Bandwidth requirement is at minimum of 56kbps using any type of
browser such as Internet Explorer, Mozilla Firefox, Netscape, etc. There
are several fonts used in making the S3 website. Verdana was used for
the buttons while Tahoma was assigned for the body of contents. The
buttons also used a mouse over effect which turns green and sinks or
underline once hit by user’s mouse.
The pages are not linear in terms of interactivity. The buttons
should be clicked to enter on another page. The user must scroll down the
pages in order to navigate on page’s other contents. In determining the
organizational structure, it has no prescribed sequential structure. It also
uses an internal search engine to directly view the preferred topics, ideas
or items.
B. Wireframes
Wireframes are basic visual guides used in web design to suggest
the layout of fundamental elements in the interface. Because of this, they
are often completed before any artwork is developed. When completed
correctly, they will provide a visual reference upon which to structure each
page. Wireframes also allow for the development of variations of layout to
maintain design consistency throughout the site. This is an important part
of the initial development stage because it creates user expectations and
helps to develop an awareness of and familiarity with the site.
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The skeletal structure of every “click-through-possibility” (link) in S3
website is itemized on the next pages.
REGISTRATION
New Member
Register to Buy
Confirm Registration
PRODUCT DEPARTMENTS
Men’s Clothing
o Denims
o Shirts
o Underwear
o Shorts
Women’s Fashion
o Jeans
o Blouse
o Tops
o Undergarments
o Skirts
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Men’s Accessories
o Socks
o Caps
o Belts
o Hankies
Women’s Accessories
o Belts
o
Socks
o Hankies
o Jewelries
Shoes and Bags
o Men’s Shoes
o Ladies’ Shoes
o Sandals
o Flip-flops
Teen’s Wear
o Dress
o Jeans
o Shirts
o Uniform
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Kid’s Corner
o Kid’s Wear
o Toys
Infants and Toddlers
o 0 – 1 year old
o 1 – 2 years old
Sporting Apparel
Customized Clothing
PROFILES
History/About Us
Philosophy
Community
o Feedback
o News
o Jobs
o Store Policy
o Help Desk
o Global Network
o Downloads
Contact Us
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BUYING
Item/s Confirmation
Payment
o Mode of Payment
o Validation
Delivery Instructions
C. Storyboards
Storyboards are graphic organizers such as a series of illustrations or
images in sequence for the purpose of pre-visualizing website interactivity. The
following pages show the storyboard of S3 website.
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Figure 6
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Figure 7
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Figure 8
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Figure 9
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Figure 10
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Figure 11
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Figure 12
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Figure 13
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Figure 14
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Figure 15
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Figure 16
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E-business Strategic Planning in recent years, the Internet has
presented a wealth of opportunities for conducting commerce on a global
scale. As a result, there has been a significant increase in both the
number of start-up businesses in the e-commerce field. This planning
involves the development of a solid and concise business plan, and a
focused marketing plan well before a website is created. An e-business
plan must have clearly defined goals as it is difficult for any business
organization to stay on track if there are no goals in place for guidance.
Strategic planning determines where an organization is headed
over the next year or more, how it's going to get there and how it will know
if the results are successful. There are a variety of perspectives, models
and approaches used in strategic planning. The way that a strategic plan
is developed is dependent on the nature of the organization's leadership,
culture of the organization, size of the organization, complexity of the
organization's environment and expertise of planners. Goals-based
planning is perhaps the most common strategic planning model and
begins with focus on the organization's mission and vision and strategies
to achieve these goals.
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A. Sincere Passion
In order to be successful, we must be completely passionate about our
business and our success. If we don’t have a “sincere” passion, we won’t
have the necessary personal drive that it takes to succeed.
B. Our Own Domain
A business hosted on a free server is not taken seriously and is
generally considered to be unprofessional. If a company doesn’t care
enough about its business to get its own domain name, potential
customers may not feel comfortable doing business with them. A company
with its own domain name and a professional looking website will have a
much higher rate of success when compared with most business sites
hosted on free servers.
C. Professional Website
Your website is a direct reflection of you and your business. Creating a
professional website designed to sell will take a great deal of time and
effort, as there is much more to take into consideration than design. You
must look at a much broader picture and specifically designed your
website to sell.
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D. Quality Content
In order to create a steady stream of traffic to your website, you
must give visitors a reason to visit and continue to visit in the future. You
must provide your visitors with fresh content on a continual basis.
E. Targeted Traffic
No matter how great your website is, unless you’re receiving
quality, targeted traffic, it will be useless. Your website may receive
hundreds of visitors each day. However, if they aren’t interested in the
products or services you’re offering, your web traffic won’t mean a thing.
You must drive continuous stream of targeted traffic to your website.
F. Your Own In-Demand Product
Although marketing affiliate programs can provide you with a nice
income, true Internet profits come from marketing your own in-demand
product.
G. Killer Sales Copy
Your words are the entire foundation of your business. Your
product, website and marketing strategies all depend upon your words.
You must learn how to write persuasive words specifically written for your
targeted customers.
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H. Killer Marketing Strategy
Developing a successful marketing strategy is an essential part of
your online success. In order to succeed, you must develop and
implement a strategic plan that includes all of the following:
- A great product
- A website specifically designed to sell
- A killer marketing strategy
Each step plays an important role in your overall strategy and must
be developed to its fullest potential. If even one step fails, your chances of
success will be minimal.
I. Instant Product Delivery
Internet users are starving for information, as that is what the
internet is all about. They have a sincere desire to learn and want the
information they desire right now.
J. Accept Credit Cards
If you’re doing business on the internet, accepting credit cards is an
absolute must. You must provide your visitors with an easy online ordering
process and the ability to pay for their order right online.
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K. Merchant Accounts: accepting payments on ecommerce
site
Merchants have three major options for accepting payments online:
• linking your site to a payment service like PayPal or Google Checkout,
• setting up a payment gateway and a merchant account,
• or offering both.
1. Linking your site to a payment service like Paypal or Google
Checkout
Pros: Can be set up in less than one day, no setup cost, no monthly fee
Cons: Takes transaction off site, order information either doesn’t feed into
your admin area at all or may have issues updating in real time.
Bottom Line: Linking to PayPal or Google Checkout is cheap and easy,
but taking all your transactions off your site can cost sales and prevent
you from maximizing the benefits of our software.
PayPal and Google Checkout do not charge a setup or a monthly
fee to accept payments online. Currently, Google Checkout does not
charge transaction fees until 2008. If margins are slim for your site or if
you don’t take too many orders each month, this is a very attractive offer.
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When a customer places an order on your site using a payment
processor like PayPal or Google Checkout, the transaction is temporarily
taken off your site. A customer then inputs their billing, shipping and credit
card information on PayPal or Google Checkout’s site, and then the
customer is taken back to your store. This can take some time and doesn’t
quite have the professional look that can be achieved by using a one-page
checkout.
2. Setting up a payment gateway and merchant account
Pros: Allows customer to complete transaction on your site, order
information is updated real time
Cons: Requires monthly fee, could require setup fee
Bottom Line: Although the overall costs of setting up a gateway and a
merchant account can cut into profits, the legitimacy of accepting
transactions directly on your site should make it well worth the expense.
Most ecommerce software providers do not include an account for
collecting payment in their services. This is because merchants have
different needs for their gateways and merchant accounts, and should be
able to choose the best one to suit these needs.
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L. Credibility
As an internet entrepreneur, it is your personal responsibility to
ensure that your visitors feel very comfortable with you and your website.
In order to gain your visitor’s trust and confidence, you must build your
credibility.
M. Detailed product information may help make online
business the one stop shop
Provide as much information as possible on your site to help turn
these researchers into your future customers. Give details and information
regarding every item that you sell- even if it’s one that people have
obviously seen before. Provide detailed text descriptions and pictures,
color swatches if applicable and alternate views. Show the researcher that
your online store is just as good, if not better than any physical store If you
provide the customer with all the detailed information they need, it will
make your site more likable and just may make the difference between
looking for more info and looking no further.
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A. Why the golden rule should be your weapon of choice
Marketing on the web can be very overwhelming. With so many
websites out there, it seems impossible to get your name out there to
everyone. There are entire books dedicated towards managing your
reputation online. You can check Google alerts on your company
constantly. You can be in every forum and at every conference. If your
customers don’t like you, they will spread the word about your lack of care
well beyond your own control.
Why is abiding by the Golden Rule more important than ever?
• A company specializing in the advantages of interaction, the average
dissatisfied customer tells twice as many people about his or her
negative experience than a happy one. This perhaps is not fair, but it is
the unfortunate reality.
• There are also more means for merchants to express their
dissatisfaction than ever before. If a customer had a negative
experience in your store prior to the internet, he or she just told friends
how bad it was. Now, customers can write blogs, talk in forums, join
social networks, or microblog using services like Twitter. The marketer
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can interact with customers more than ever before, but so now can
other consumers. If you offer amazing service, praises of you could
spread before you can even build the infrastructure to support it. If you
aren’t paying attention, words of your misdeeds or even perceived
misdeeds could be all over the internet before you know it.
• Employees are also enabled by the social web. Are you fair and honest
with your customers? Do you treat employees well and give them the
tools they need to succeed? Short from legal means, there is no
means to control what your employees say and do not say about your
company.
B. Product images are an important factor in making a sale
Unfortunately “what you see is what you get” is not always the case
when purchasing items online. You don’t ever want your online business
to falsely represent an item it’s selling. This will only mislead customers,
often leading to a disgruntled return and the elimination of a return
customer for that matter.
Take product pictures yourself or hire someone else to do so. You
can either use an editing program, such as Photoshop, to make the
pictures look more attractive or even the ‘ol fashioned white sheet behind
the product will do. Any type of valid physical representation of the item
will help increase customer confidence in following through with a
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purchase. Show several photos of each product if applicable and in
different colors/designs. Use alternate views and a larger view of the
photo to show the item in more detail.
1. Product photos: Tips on creating clear and relevant images
Photos sell products. Whether viewers are on your home page or
on your product pages, showing clear, attractive pictures of your products
converts visitors into customers.
a) Product photos should be clear, appropriately lit, and white
balanced.
If you cannot afford to rent or do not know how to use professional
lighting equipment, use natural lighting if at all possible. Using a basic
tripod can ensure that these photos come out crisp every time.
If a flash is necessary, be sure to diffuse the light. There are
professional diffusers, but even covering your flash with a coffee filter will
diffuse some light. If you can take your flash off your camera, you can
even bounce the light off a wall or the ceiling. Using any one of these
options will ensure that sections of your picture are not washed out.
b) Try to put your products in context.
Setting a good stage for your products can lead customers to take
ownership of your product. Ideally, you want a customer to think of that
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3. Easy to Ship
The product or products you offer will need to be shipped to the
buyer. Look for items that are non-perishable light, and sturdy.
D. Create a newsletter: three reasons why they work
1. Loyalty
When consumers look for a particular product or service, they
probably have only a few options. But online, every option in the country
crowds onto their PC monitors. E-shoppers are sometimes overwhelmed
by the wealth of choices. Unfortunately, this means that plenty of your
customers will forget you, even if they don’t intend to. But they won’t forget
to check their e-mail. A regular newsletter serves as a reminder for
customers who want one. When you regularly inform them of your
developments, you’re modeling the behavior of a friend catching them up
on life. And the longer this relationship lasts, the stronger it will become.
Customers will feel involved in the progress of your company, and this will
give you an advantage over your more anonymous competitors.
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2. Distinction
A consistently-delivered newsletter reminds subscribers that your
small business isn’t nearly so unstable or insignificant. It is changing,
growing, and surviving. Every month you stay in business is another
month you’re outperforming a certain percentage of the competition. And if
your mere existence isn’t enough to make you stand out, your persistence
and/or growth may be.
3. Promotion
A newsletter significantly reduces your marketing efforts by self-
assembling a pond full of your target fish just waiting for you to cast your
line. Just be certain to provide the option to unsubscribe, otherwise you
run the risk of torturing those people whose tastes have changed over
time. Remember: they came to you voluntarily, so let them leave if they
like, otherwise your newsletter will be no more enticing.
E. Email marketing to existing customers: six reasons why it works
E-mail marketing is one of those online marketing techniques that
can go either way- some people love it, while others do not. It has its
admirers and it has its critics. The one thing that is certain throughout is
that it arouses comments from everyone within the field. Anyone educated
in the Internet marketing world is well aware of the benefits of e-mail
marketing, spending considerable time and effort exploring the various
options available.
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Considering the popularity of e-mail marketing, it is hardly
surprising that it is used to communicate with new and old customers.
Consider this fact: It is far cheaper to retain an existing customer than
acquire a new one. This is a well established concept within the Internet
and e-mail marketing circles. Given this information it would be plain silly,
if not positively foolish, for any business to ignore its existing customer
base. And if this wasn’t reason enough, here are some more reasons why
e-mail marketing to existing customers is the best and most cost effective
method of increasing online revenues.
1. E-mail marketing helps increase the “eyeball to sales” ratio.
Research indicates that repeat visits are the key to converting visitors to
buyers. It takes the average customer nine visits before he or she finally
makes a purchase. E-mail marketing allows you to keep in touch with
customers who are interested in buying the product. It gives you the
perfect opportunity to nudge them in the right direction – your website.
2. E-mail marketing helps increase repeat sales.
It costs almost 6 - 12 times more to acquire a new customer, rather than
sell to an old one. With existing customers, you don’t have to spend
money educating them about your website and various offers. They have
already shopped there before and are comfortable with the store. An
effective e-mail marketing campaign can garner major sales when sent to
the existing customer database.
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3. E-mail marketing can be used to up-sell and cross-sell products.
Amazon.com found that they could increase sales by a whopping 30% by
up-selling and cross-selling products. A customer who buys a book on
parenting is immediately sent e-mails offering discounts and other
promotions on books, magazines and products related to parenting.
4. E-mail marketing allows you to track the success of your campaign.
This is one of the biggest edges that online marketing has over offline
marketing. With e-mail marketing campaigns, clients can immediately
track the leads generated and the sales made from a particular campaign.
Another major benefit of e-mail marketing is that it allows the client to
make immediate adjustments and corrections within the campaign based
on customer feedback and reviews. If a campaign is spread over two
months and a glaring error or change is required to be made after the first
two weeks, it can be done- saving the remaining six weeks from this error.
5. E-mail marketing sells to ‘interested’ customers.
When e-mails are sent to existing customers you are marketing to
‘interested’ customers. The fact that they have already shown an interest
in your products and services makes them more likely to buy from you
again. These existing interested customers are also more likely to pay
attention to offers and promotions within the e-mails. It is thus far easier
and more effective to market to interested customers, rather than finding
those that may be interested.
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6. E-mail marketing can be used to encourage offline sales.
Research shows that 50% of all people are driven to making an offline
purchase after receiving an e-mail promoting that particular product. The
power of e-mail marketing cannot be denied. Your existing customers
have already indicated a high interest in your products and services. An e-
mail marketing campaign can provide the impetus required to drive these
customers to make offline purchases as well.
F. Competitive Pricing
To determine whether or not your items are priced too high, do the
same thing your potential customers are doing- search the web and
compare costs. Take a product you sell, perhaps one you’d like to sell
more of, and compare its cost against others. An exact search with price
or compare prices after the product name may help to pull up the best
results
Here are a few ways to differentiate your products from the
competition in order to convince the customer to buy from your site.
1. Lower your Costs.
Find the lowest price for the item you sell and ask yourself if your cost
could be lower. The lowered cost should help increase purchases made at
your site, making up the difference for the price cut.
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2. Guarantee a Price Match.
Assure the customer that you will match any price and that you will not be
undersold. Chances are the competition is still gaining a profit at their cost,
so you should be able to afford the price match.
3. Offer Free Shipping.
If your item costs more than the competition, offer an incentive to your
customers. Free shipping is always an added bonus to purchasers. Those
two words can make a huge difference in whether or not you make the
sale. If your product costs more than the competitor’s, free shipping may
give your product the lowest cost at checkout.
G. Catalog flexibility and Online fast updating
• Direct "link" capabilities to content information and visual displays
already existing on other client web site. You can update your E-
Catalog anytime, whether it's adding new products, or adjusting prices,
without the expense and time of a traditional print catalog.
• Extensive search capabilities by item, corporate name, division name,
location, manufacturer, partner, price or any other specified need.
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H. Web Site Promotion Overview
Web site promotion by way of proper search engine submission is
essential for most types of web sites, but not all. The different methods of
website promotion are:
• Major search engines and directories
• Specialized search engines and directories
(regional or topic specific)
• Special announcements
• Advertising externally
• Banner ads
When first introduced on the Internet, banner ads changed the face of
advertising. While most marketing companies were thinking in terms of
print ads, the concept of banner ads, with their limited space, visibility and
size, was revolutionary. Marketers were forced to think out of the box and
craft new designs within new boundaries.
Here are a few tips to help create banner ads that will work to your site’s
advantage.
1. Do your research. You simply cannot compete without knowing your
competition. Logon to popular websites, related to your industry, and
scan the hundreds of banner ads on display. Compare the ones you
like to ones you don’t, and see if any common factors jump out at you.
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2. Keep it simple. The second rule of creating effective banner ads is to
keep it short and simple. Banner ads are displayed amongst a large
amount of other information, competing with several other factors on
the page for the user’s attention. Unlike print media, where an
advertisement can grab the entire page or appear as a two-page
spread, banner ads get limited display area. So it is imperative to keep
the banner ads simple, easy to understand and to the point. Brief is
good. Clutter is not.
3. Weave magic with words. Less is more in the case of banner ads.
Use larger fonts and lesser words. People simply don’t have the time
or the patience to read long-winded messages in tiny text to figure out
what you are selling. Make an impact by using keywords relevant to
information found on the site the potential clicker is on.
4. Keep the file size low. About 45-70kb is typically a good size for a
banner ad. Most websites you advertise on will have limitations
regarding the size, so those numbers will often be given to you.
However, in cases where there is no limitation, it benefits to have fast
loading banner ads to appeal to all audience groups, so steer clear of
making the file size too large. A good rule of thumb is to examine your
target market when determining the file size.
5. Choose colors in context. Too many businesses make the mistake of
using the same banner ads for campaigns run on different websites.
Always design the banner ads while keeping in mind the context in
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which it will be displayed. While the message can be the same across
different websites, try to choose your colors based on the background
of the website on which the ad is to be displayed. Also, check out the
other banner ads on the website to ensure that your ad uses colors
that stand out from the crowd.
6. Follow up banner ads with action on the website. The worst thing
that could happen to your banner ad campaign is that you get a great
click through rate, only to realize that your website is failing to cash in
on the visitors. Banner ads are only effective if they are supported by
rock solid backend programming that converts eyeballs to sales. Also
find a way to track your clicks to help improve your ads in the future.
7. Choose the right place to display your banner ads. You can create
a fantastic banner ad with crisp copy and appealing graphics and still
find that it is failing miserably. Check to see if you are targeting the
right audience Study the audience on the website where you intend to
display the banner ads to determine if that audience is right for the
products you are looking to advertise.
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I. Market Segmentation
We have segmented our consumers based on demographic,
psychographic and behavioral characteristics of our consumers.
DEMOGRAPHIC SEGMENTATION
Age 0 – 50 years oldGender Male and femaleProfession Students, young professionals, businessmenIncome/allowance P500 and aboveGeographic location Anywhere in the world who has access to the
webNationality Filipino and other nationalities interested in
Filipino branded clothes and accessories
PSYCHOGRAPHIC SEGMENTATIONPersonality Hip, trendy, and fashionable individuals who
also give regards to quality and priceLifestyle Young, well-educated, up and comers, living in
urban environmentsValues and beliefs Competent and empowered individuals,
respects individuality, seeks quality andinnovativeness, enjoys life and have fun
Attitudes Towards purchasing: they will spend their
money for the best goods with value for moneyat the most convenient way of shopping
BEHAVIORAL SEGMENTATIONProduct usage They use apparels and/or accessories daily
while at school, at work, or even at homeBrand loyalty Strong commitment to the brand and is
demonstrated by repeated buying of the productor word of mouth
Readiness to buy They are willing to buy when they feel a need of
a product and there are good deals in exchangefor their hard earned money
Benefits sought Convenience of indoor shopping of consumers’favorite Filipino brands of apparels andaccessories
Purpose To obtain a product of choice from plenty ofalternatives without the hassles of going to themall
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A global market is booming and local companies have a chance to
get on board--and with good reason. The Philippines takes pride in its
products, making sure that they are truly world-class and are made of the
best materials to ensure high quality. As a result, many local exporters
have been able to successfully market their merchandise to international
companies. Many foreign companies source their products and materials
from beyond their shores, and the Philippines is at the top of the list of
these countries which provide them with what they need.
Yet the road to exporting one's products wasn't always easy. In the past, it
used to be a gruelling, time-consuming, and above all, expensive process
for exporters to establish partnerships with foreign buyers.
Nowadays, with the advent of the Internet as well as faster ways of
communicating, it's more important than ever to be able to compete and
be able to provide quick responses to customer issues as well as services
in real-time. The Internet makes it easier for foreign companies to search
for people who can provide their needs and makes communication faster
as well. Web portals are just one tool to make such transactions easier. It
helps connect Philippine Suppliers to Global Buyers by offering them a
venue to showcase their products and enable the buyers to locate the
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exact kind of products they need. Scube.com is open to users all over the
globe and includes features that allow users to transact online, track the
status of orders, and update buyers.
. Through this course, we were able to identify some of the
advantages and benefits of having ecommerce as an effective tool in
business.
First, E commerce removes location and availability restrictions.
Users need not be in the same physical location as an e-business and the
exchange of information and transactions may take place at any given
time, twenty-four hours a day, seven days a week and from any location in
the world with Internet access. A physical location is restricted by size and
limited to only those customers that can get there, while an online store
has a global marketplace with customers and information seekers already
waiting in line.
Second, E commerce reduces time and money spent. There is
often a reduction in costs required to complete traditional business
procedures. Many of those same traditional business approaches can be
eliminated and replaced with electronic means, which are often easier to
carry out as well as easier on the pocketbook. For example, compare the
cost of sending out 100 direct mailings (paper, postage, staff and all), to
sending out a bulk e-mail. Also think about the cost of paying rent at a
physical location opposed to the cost of maintaining an online site.
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Third, it heightens customer service. With e-commerce customers
receive highly customizable service, and communication is often more
effective. There is far more flexibility, availability and faster response times
with online support. For example, think about the speed of e-mail inquiries
and live chat as opposed to getting on the phone, especially when that
business is closed for the day. There is also a faster delivery cycle with
online sales, helping strengthen the customer/business relationship. The
internet is a powerful channel for reaching new markets and
communicating information to customers and partners. Having a better
understanding of your customers will help to improve customer
satisfaction.
And Lastly, It will also give www.scube.com a competitive
advantage. The internet opens up a brand new marketplace to businesses
moving online. Competition via the internet is growing as the internet itself
grows and waiting too long to move online may cause you to lose your
place in line entirely. Easy access to real time information is a primary
benefit of the internet, enabling a company to give more efficient and valid
information and helping to gain the competitive advantage over those that
are not online.
Although there are risks associating with e-commerce, as with most
business decisions, there is also the risk associated with the inability to
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adapt to the changing times. Change is inevitable in today’s marketplace
and should be embraced with open arms and open sites.
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Above the Fold
the portion of a Web page visible once the page has loaded and without scrolling,normally located at the very top section of a page; a key location on a website foradvertisements and banner ad placement
Affiliate Program
automated marketing program that allows you to pay others for referring trafficand sales to your website; when other websites place your banner ads or buttonson their site, receiving a referral fee in return when customers make a purchase
on your site due to that affiliate link
Bandwidth
the amount of data that can be transmitted through an Internet connection in afixed amount of time, or the rate at which the information can be passed (theconnection speed)
Banner Ad
a small, interactive ad placed on a web page acting as a hyperlink to an
advertiser’s website or another internal page within the same website; typicallyrectangular in shape and located above, below or on the sides of the website’smain content
Banner Rotator
a program that randomly rotates banner ads on a website, displaying a differentbanner ad each time the site is visited or refreshed (often cheaper than having astatic ad on a website)
Browser
a software program used to display web pages; needed in order to access theInternet(ex. Internet Explorer, Mozilla Firefox, Netscape Navigator)
Click-and-Mortar
a store existing online and in the physical world as well
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Color Swatch
a representative portion of the color of a product; a smaller strip cut from a largerpiece of material
Customer Relationship Management (CRM)
all aspects of interaction a business has with its customer, whether sales orservice related
Data Export
the ability of one application to format data for another application; when thesending application reformats the data for the receiving
Data Import
the ability of an application to read and use data produced by a differentapplication; when the receiving application does the reformatting
Digital Certificate
an attachment to an electronic message used for security purposes, mostcommonly used to verify that a user sending a message is who he or she claimsto be and to provide the receiver with the means to encode a reply
Domain Name
a name that distinguishes your business from others on the Internet, allowsInternet users to find your web site quickly and easily(ex. yourbusinessname.com, or .net, .org, .us, .info, .biz.)
Drop Shipping
the shipping of a product directly from the manufacturer to the customer (in thiscase the retailer does not carry inventory, making their profit on the differencebetween the wholesale and retail price)
Electronic Business (E-Business)
the process of conducting business electronically or over the internet
Electronic Commerce (E-Commerce)
one entity paying for goods or services from another entity via the internet, takingplace either between two businesses or between a business and a customer
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Electronic Data Interchange (EDI)
the transfer of data between different companies using networks, such as VANsor the Internet; increasingly becoming an easy mechanism for companies to buy,sell, and trade information
E-mail Marketing
a form of direct marketing using electronic mail as a means of communicatingcommercial, informational or fundraising messages to a large audience
Encryption
the encryption of data for security purposes
Flash
a graphics animation computer software product
File Transfer Protocol (FTP)
a commonly used method for sending files between two computers over theinternet
Hard Disk Storage
the amount of space available on your website to store files (such as images,
HTML, ASP files, etc.)
Hit
the retrieval of a web object, such as a page or a graphic, from a Web server(Number of hits= Number of times that particular object has been viewed ordownloaded)
Home Page
the main page of a Web site, usually the first page customers see
Hosting
provides storage of the user’s information, images, video or any contentaccessible via the Internet on the hosting provider’s server
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Hyperlink
an element in an electronic document that links to another place in that samedocument, or to an entirely different document
Hypertext Markup Language (HTML)
language of the web; a set of tags used to define the content, layout and theformatting of the web document (web browsers use HTML tags to define how todisplay the text)
Keyword
a word or phrase used by a search engine to seek out relevant web information(see Search Engine)
Live Support (Live Chat)
a Web service allowing businesses to communicate, or chat, in real time withvisitors of their Web site, providing immediate customer support and informationto online clients and customers
Logo
a trademark designed for easy and specific recognition of a company
Merchant Account
allows a business to accept credit cards, debit cards, gift cards and other formsof electronic payment via the web(see also PayPal)
Meta Tags
a special HTML tag that provides information about a Web page (such as whichkeywords represent the page’s content), used by search engines when buildingtheir indexes (see Search Engine)
Newsletter
an informative letter e-mailed to subscribers
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Opt-in E-mails
promotional e-mails sent only to people who specifically request them, theopposite of SPAM promotional e-mails which are sent to a large list of recipientswithout regard to whether or not they actually want that information
Page Impression
the exact number of times a website has been visited (also referred to as “hits”)
Paid Inclusion
a search engine marketing model in which a website pays a fee to a searchengine that then guarantees that website will appear in the returned searchresults for specifically named search terms
PayPal
founded in 1998, PayPal, an eBay Company, is similar to an online bankingservice that enables any individual or business with an e-mail address tosecurely and quickly send and receive payments via the Internet
Point of Sale System (POS System)
allows you to quickly sell products to customers who are physically in your store,linking that transaction to your web database
Purchase Order (PO)
a commercial document issued by a buyer to a seller, indicating the products,quantities and agreed prices for products or services that the seller will provide tothe buyer (Usually contains: PO number, date, billing address, shipping address,requested terms and a list of products with quantities and prices)
Return on Investment (ROI) Tracking
tracks the return on investment for advertising and marketing efforts; shows howcustomers are getting to ones site via the internet
Search Engine
a computer program used to search and catalog (index) the millions of pages ofavailable information on the web(Ex. Google)
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Search Engine Optimization (SEO)
a series of methods aimed at increasing the amount of visitors to a Web site byincreasing the site’s ranking in the search results of a search engine
Secure Sockets Layer (SSL) Certificate
provides secure communications on the Internet, ensuring that private credit cardinformation sent via the web is safe and encrypted
Shopping Cart
the virtual cart in an online store; a user can put items in the “basket” or takethem out and then proceed to checkout when ready to purchase; shopping cartscan be sold as independent pieces of software or offered as part of an all-in-oneservice
Subdomain
a domain that is part of a larger domain name(Ex. shop.yoursitename.com)
Template
surrounds each page, standardizing and constraining the page’s commonelements; provides support for the navigation of a site and remains constantthroughout the site as you browse through the store
Traffic
the amount of activity over a communication system during a given period oftime; the measurement of the amount of visitors to a website
URL
an Internet address (for example, http://www.hmco.com/trade/), usuallyconsisting of the access protocol (http), the domain name (www.hmco.com), andoptionally the path to a file or resource residing on that server (trade)
User Session
the session of activity a user with a unique IP address spends on a websiteduring a specified amount of time, helps measure the amount of traffic to awebsite; begins when the user accesses the application and ends when the userquits the application
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Web Analytics
the study of the impact of a website on its users (ex. how many people visited asite, how they got there, what they searched for, etc.)
Wish List
a list of products one plans to purchase at a later time
XML (Extensible Markup Language)
a specification developed by the W3C; a pared-down version of SGML designedespecially for Web documents; allows designers to create their own customizedtags, enabling the definition, transmission, validation, and interpretation of databetween applications and between organizations
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