elc 200 day 14. chapter 9 website evaluation & usability testing
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WWWWWW
ELC 200
Day 14
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WWWWWW
Chapter 9
Website Evaluation & Usability Testing
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3WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
Day 14 Agenda
• Quiz #3 one April 5– Chaps 8- 12
• Lecture/Discuss Web Site Evaluation and Usability Testing
• Assignment # 5 on Next Slide– Only 3 more after this one
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4WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
Assignment #5
• Assignment # 5– Page 289 Web Exercises
• Question # 1 & 2 only
– For Question # 2 Do as an Individual Project and use only the First National Bank of South Miami, http://www.fnbsm.com
• Question C means what Computer language– HTML, JavaScript, ASP ?
– Turn in a well formatted typed response sheet• Or e-mail
– Due Tuesday, March 22 at start of class
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5WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
OBJECTIVES
• Anatomy of A Site
• What Makes A Website Usable?
• Role of Web Administrator
Website Evaluation & Traffic Management: Objectives
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6WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
ANATOMY OF A SITE
• Use of Colors
• Site Evaluation Criteria
• Web Personalization
Website Evaluation & Traffic Management: Anatomy of A Site
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7WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
USE OF COLORS
Website Evaluation & Traffic Management: Anatomy of A Site
Color Psychological Effects
Red Power, energy, passion, danger
Blue Trust, conservation, security
Yellow Optimism, hope
White Purity, precision, innocence
Black Sophistication, mystery, elegance
–http://webdesign.about.com/cs/color/a/aacolorharmony.htm
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8WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
SITE EVALUATION CRITERIApage 264-266
• Color
• Type & Shapes
• Page Content
• Service Offered
• Primary Focus
• Ancillaries
• Site Classification
Website Evaluation & Traffic Management: Anatomy of A Site
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9WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
Site Classification
• Category 1– Mere presence
• Category 2– More information and ability for user to send data
• Category 3– Uses video and color as guides
• Category 4– Multimedia, Work flow Some personalization
• Category 5 – Highly customized with advanced services including eCommerce
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10WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
SITE EVALUATION CRITERIA (Cont’d)
• Professionalism
• Speed
• Consistency
• Personalization
• Security
• Scalability
Website Evaluation & Traffic Management: Anatomy of A Site
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11WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
Sample Evaluations
• http://www.baseballdirect.com/• http://www.Wachovia.com• http://www.umfk.maine.edu• http://www.emptyheadmusic.com/• http://www.lucasarts.com/
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12WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
WEB PERSONALIZATION
• Cookies
• Collaborative-filtering Software
• Check Boxes
• User-based Personalization
Website Evaluation & Traffic Management: Anatomy of A Site
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13WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
How Cookies Work
• A cookie is a small text file written by a web server to your hard drive– Look for a cookies directory on your PC
• The web server that wrote the cookie can read and or modify the cookie (so can sophisticated Hackers)
• They are used to track users
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14WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
Cookies
• Advantages– Allows you to auto-login to site
– Keeps you from entering your info all the times
– Helps eMerchant do business
• Disadvantage– Cookies stay on PC and don’t follow the user
– Spy-ware! (discuss later)
– Other people can see your info
Cookie from my PC
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15WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
WHAT’S THE BIG FUSS OVER SOME COOKIES?
• Deleting and/or Rejecting Cookies
• Privacy Concerns
Website Evaluation & Traffic Management: Anatomy of A Site
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16WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
Cookie Invasion
• Cookie can be used to monitor your web behavior– Tracking cookies– Used by Internet Marketing agencies like
Doubleclick
• Why --- Consumer Profiling– You go to yahoo and search for “stereo”– All of a sudden you see a pop-up ad for
Crutchfield.com
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17WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
WHAT MAKES A WEBSITE USABLE?
Website Evaluation & Traffic Management: What Makes a Website Usable?
Sources What Users Are Seeking
Forrester Research •High-quality Content•Ease of Use•Quick to Download•Frequent Site Update
Spool’s Study •Information
Kahle’s Study •Specific Information
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18WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
USABILITY TESTING GUIDELINES
• Make sure the site is engaging
• Make the site efficient, supportive, consistent and reliable
• Decide on a writing style & stick to it
• Give visitors what they are looking for
• Brand your site
• Keep the big picture in mind for usability
Website Evaluation & Traffic Management: What Makes a Website Usable?
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19WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
USABILITY TESTING GUIDELINES (Cont’d)
• Make the site easy to navigate• Focus on content before graphics• Make your text scannable• Be careful about flashy marketing language• Encourage visitor feedback• Test, test & test!
Website Evaluation & Traffic Management: What Makes a Website Usable?
Remember: Conciseness, Scanability & Objectivity
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20WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
Buying a printer
• www.hp.com
• www.canon.com
• www.amazon.com
• www.pricewatch.com
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21WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
Useability resources
• http://magazine.onlinetransmissions.com/resources.asp
• http://webdesign.about.com/cs/usability/tp/aatpwebusable.htm
• http://www.useit.com/• http://www.webstyleguide.com/• http://www-306.ibm.com/ibm/easy/eou_ext.nsf/pu
blish/572• http://
www.smartwebby.com/web_site_design/default.asp
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22WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
RELIABILITY TESTING
• Provide system backup
• Install a disk-mirroring feature
• Ensure that the system hardware is ‘fault-tolerant’
Website Evaluation & Traffic Management: What Makes a Website Usable?
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23WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
MANAGING IMAGES & COLOR
• Readability Testing
• GIFs vs. JPEGs
• Use of Cache
• Use of Links
• Role of the Web Server
Website Evaluation & Traffic Management: What Makes a Website Usable?
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24WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
Usability
• www.cnn.com
• www.ebay.com
• www.fidelity.com
• www.disney.com
• www.motorola.com
• www.msnbc.com
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25WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
ROLE OF WEB ADMINISTRATOR
• Database Server
• Application Server
• Web Server
• Special-purpose Servers for Security
• Internet Bandwidth
• Internet Performance Status– http://www.netiq.com/
Website Evaluation & Traffic Management: Role of Web Administrator
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26WWWWWW Awad –Electronic Commerce 1/e© 2002 Prentice Hall
Extra Credit question for next Quiz
• Extra Credit (5 points)
• What is the derivation of the name “cookie” used by Internet Browsers?