chapter 12 - e-commerce web sites

Chapter 12 - E-Commerce Web Sites

Harcourt, Inc. items and derived items copyright © 2002 by Harcourt, Inc.

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


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


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)


Introduction

• Two types of companies – Traditional with online storefront– Exclusively on the Internet


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


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


• DNS Naming Hierarchy– Structured arrangement of ascending authority– Root is ‘.” (dot)– Beneath dot are the top-level domains



• 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



• 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



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


Choosing a Web Hosting Solution

• Competitive

• Free sites– Limitations– Advertising banners

• ISPs– Included as part of monthly fee


Choosing a Web Hosting Solution


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


• File Transfer Protocol (FTP)– Use FTP program

• Fetch, WS-FTP, CuteFTP

– Use publish feature• Netscape Composer

Uploading Files to a Web Server


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


• 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


• 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


Testing

• Extremely Important!!!

• Different Groups– Web development team– Testers– Clients


• Protosite– HTML-click through model– Password protected

Testing


• Testing Methods– Usability

testing– Focus groups– Online/email

surveys

Testing


• Testing Conditions– Different computer monitors– Different connection speeds– Different hardware constraints– Different platforms– Different browsers and different versions of the

same browser

Testing


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


Marketing Your Web Site• Registering Web Sites– Meta Tags

• Keyword meta tags– Use lowercase

– Avoid spamming techniques

• Description meta tag

• Title counts


• 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



• Advertising on Web Sites– Web portals– Banners



chapter 12 - e-commerce web sites

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