chapter 12 - e-commerce web sites
TRANSCRIPT
Chapter 12 - E-Commerce Web Sites
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Chapter Objectives
Explain the difference between e-commerce and e-business
Describe the process used to obtain a domain name
Identify some of the key traits you should look for when choosing a Web hosting company
Describe how to upload files to a Web server Describe the process used to obtain a merchant
account
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Chapter Objectives
Define and explain online storefront List and explain three different types of electronic
payment systems Explain the importance of Web site testing and list
three different methods used to test Web sites Identify several ways to market a Web site Describe the process of registering a Web site with
search engines
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Introduction
• E-Commerce– Selling, advertising, and marketing via the
Internet
• E-Business– Broader term– All electronic business transactions including e-
commerce, electronic data interchange (EDI)
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Introduction
• Two types of companies – Traditional with online storefront– Exclusively on the Internet
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Introduction
• Advantages of E-Commerce – Expanded customer base
– 24 hours/day: 7 days/week
– Reduce overhead and increase profits
– Efficient order processing reduces inventory expenses
• Multimedia sells– Text, graphics, animation, sound, video and most
importantly, user-friendly interactivity
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Obtaining a Domain Name
• IP Address– Number that points to a specific location or Web page
• Domain name– Name that points to a specific IP address
www.treetoad.com 134.39.42.57
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• DNS Naming Hierarchy– Structured arrangement of ascending authority– Root is ‘.” (dot)– Beneath dot are the top-level domains
Obtaining a Domain Name
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• Choosing a Name– Powerful marketing tool– Domain name registration database– Not wise to use a subdomain because they are
more difficult to remember• Example gmbuypower.com is easier to remember
than buypower.gm.com
Obtaining a Domain Name
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• Domain Name Registration– Register with a registry authority
• Internet Consortium for Assigned Names and Numbers (ICANN) - organization that controls authorized domain registries
• Must be added to a minimum of two Internet-connected or name servers
• Small initial and annual fee
Obtaining a Domain Name
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Hosting the Web Site
• Web hosting– Web sites must reside on a Web server– In-house– Outsourced to Web hosting company
• Maintain server
• Maintain the network connections
• Maintain the security of your site
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Choosing a Web Hosting Solution
• Competitive
• Free sites– Limitations– Advertising banners
• ISPs– Included as part of monthly fee
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Choosing a Web Hosting Solution
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Uploading Files to a Web Server
• Contact Web-host for details– Naming
• First file should be index.htm
• Use all lowercase letters
• Use 8.3 naming convention
– Obtain• Host address: http://www.domainname.com
• User name: your login user name
• Password: your login password
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• File Transfer Protocol (FTP)– Use FTP program
• Fetch, WS-FTP, CuteFTP
– Use publish feature• Netscape Composer
Uploading Files to a Web Server
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Selling on the Web
• Obtaining a Merchant Account (CCMA - Credit Card Merchant Account)– Accept credit card payments– Apply with a provider– Apply with a merchant bank
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• Establishing an Online Storefront– Servers with programming to upload and input
product images, information, pricing, shipping, and tax information
– Monthly, setup, or transaction fee– Should be accessible to customers and easy for
you to make changes
Selling on the Web
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• Electronic Payment Systems– Electronic Cash
• Purchased in advance
• Anonymous
• Different brands - E-Cash, CyberCash, DigiCash
– Electronic Wallets• Hold credit cards, e-cash and ID at checkout
– Smart cards• Similar to credit cards
• Embedded microchip with more information
Selling on the Web
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Testing
• Extremely Important!!!
• Different Groups– Web development team– Testers– Clients
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• Protosite– HTML-click through model– Password protected
Testing
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• Testing Methods– Usability
testing– Focus groups– Online/email
surveys
Testing
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• Testing Conditions– Different computer monitors– Different connection speeds– Different hardware constraints– Different platforms– Different browsers and different versions of the
same browser
Testing
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Marketing Your Web Site
• Registering Web Sites– Spider-based search engines
• Automatically catalog contents
– Directory-based search engines• Catalog based on what is submitted/registered
• Selective inclusion
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Marketing Your Web Site• Registering Web Sites– Meta Tags
• Keyword meta tags– Use lowercase
– Avoid spamming techniques
• Description meta tag
• Title counts
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• Registering Web Sites– Register with most search engines– Process is time-consuming, but simple– Companies who will do it for you– Manually register
• All search engines are different
• Some are selective
Marketing Your Web Site
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• Advertising on Web Sites– Web portals– Banners
Marketing Your Web Site
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