E-Commerce Implementation

1. What are the planning activities for an e-commerce initiative?

2. What are the elements to consider in designing a website?

PLANNING ACTIVITIES

1. Develop a business plan/case

2. Build the Web site

• Select a Web host
• Register a domain name
• Create and management content

– Static: page content remains the same

– Dynamic: page content changes as it interacts with the user [Turban et al., 2004, Exhibits C.3 & C.6]

• Design the site
• Construct the site
• Test the site
• Market and promote the site

WEB SITE DESIGN

1. Determine the goals of the Web site:

• Provide product information
• Increase brand recognition
• Sell a product

2. Identify a target audience

• Wants/needs, preferences
• Technical proficiencies

3. Create end-user scenarios

• Visualize actual end-user conditions
• Understand the factors affecting users’ experience with the site

4. Create an information architecture: how the site and its pages are organized, labeled, and navigated

• Categorize information (Huizingh, 2000)

– Commercial information: company background, product information à promotion or order gaining information

– Non-commercial information: useful links to industry or useful information for your customers à services

– Transaction: ordering, payment, delivery

– Entertainment: jokes, cartoons, pictures, games, videoclips, etc.

• Organization: the three-click rule

– Page layout [Turban et al., 2004, Exhibit 16.6]

– Linking structure: linear/tree/network [Turban et al., 2004, Exhibits 16.3 & 16.4]

– Navigation: return button/search function

• Performance: the 12-second and 4-second rules

– Speed: page loading speed

– Reliability: credibility, security, legality, assurance

– Platform independence

– Media accessibility

– Usability

• Aesthetic

– Color scheme

– Visual themes

Research findings:

1. Turban and Gehrke, 2000

Simplicity: users no longer want glitter -- they want content and service, and they want it fast

2. Wan, 2000

Information, friendliness, responsiveness, reliability

Web site design criteria [Turban et al., 2004, Exhibit 16.2]

– Navigation

– Consistency

– Performance

– Appearance

– Quality assurance

– Interactivity

– Security

– Scalability