website management – depaul university, may 19, 2003 mike yantis director website sales &...
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Website Management – DePaul University, May 19, 2003
Mike Yantis
Director Website Sales & Marketing
Overview of Newark InOne Websites
3 Websites; USA, Canada and Mexico
Sales:
$18M Annualized Run Rate
4.2% of overall Newark InOne NSB
Average 425 orders per day
Average order value is $141
Registrations:
70,000 registered website users out of 300,000 Newark InOne contacts
100 new registrations per day on the website
50,000 Product Searches per Day
1.2M Products on Website – 100,000 in Stock
Three Lessons from Customers
1. Give Me All of the Information About My Account and Order
2. Focus on Usability and Giving me Details about How to Complete
a Transaction
3. Enable me to Find the Product I am Looking for Quickly
Back Office Integration is Critical
Back OfficeWebsite
E-proc. Backbone
BPCS1. Automated web order entry
EVCOR
Line Item Tracking #
2. Update Order Status- Received - Shipped- Tracking #
E-proc. Harness Server
Order Statusavailable on website
3. Order Confirmation
4. Ship Notice with Tracking #
Siebel
Today Back Office Integration Supports
E-mail Order Confirmation
425 orders per day
Full line detail
E-mail Shipment Notification
425 orders per day
Tracking numbers available at line level
Order Status and History Requests
All website orders with shipment tracking numbers
Store for a period of three months
Manual Links Between Website and Siebel for Account and Contact Information
Customers Want More Information = Further Integration
Order Status and History for All Orders
E-mail Shipment Notices for Split-Shipments
Tax Calculation at Time of Order
Freight and Insurance Charges at Time of Order
Special Handling Requests
Certificate of conformance
Certificate of origin
Cage codes
Real-time Inventory and Dependable Lead-time Information
Update Account Level Information at Any Time
A Usability Issue
User Task – Login to the Website
What is Usability?
“Usability is the degree to which people (users)
can perform as set of required tasks.”
Usability for the Web; Brinck, Gergle, Wood
Usability Should be Pervasive Throughout the Development Process
Requirements
Analysis
Conceptual
Analysis
Prototypes Development Launch
Use Case
Development
Competitive
Analysis
Persona
Creation
Task Flow Analysis
Information
Architecture
Screen
Designs
Focus Groups
Usability
Checklist
User Testing
User Problem
Tracking
User
Observations
Adopted from: Usability and the Web, pg 32-33
Task Flows Identify Potential Roadblocks
Implemented Guidelines from Leading Usability Resources Norman / Nielson Group – Jakob Nielson
E-commerce User Experience
Observation Based Guidelines
www.useit.com
National Cancer Institute
Aggregate and rate the quality of usability research and establish
usability guidelines
www.usability.gov
User Interface Engineering – Jared Spool
www.uie.com
NNG Usability Baseline – 103 Guidelines out of 187
30
15
32
21
26
11
19
10
27
15
19
7
34
22
0
5
10
15
20
25
30
35
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Checkout andRegistration
Selling Strategies Search Product Pages Category Pages InternationalUsers
Trust
Category
Guidelines
Newark InOneCompliance
Three Primary Searching Options
1. Third Party Search Engines
Used by buyers to price shop
Query distributors structured website content in real-time for product
availability and price
PartMiner and FindChips – Electronic Components Portals
Electronic Manufacturer Websites – Direct links to distributors to buy
2. Search Engines and Directories
Increasing preference of design engineers
Primarily searching for electronic component information in
unstructed content, I.e. datasheets in .pdf
3. Internal Website Search Engines
Third Party Search Engines - PartMiner
Third Party Search Engines - FindChips
Prices easily compared
Increasing Search Engine Result Placement is an Ongoing Effort
Unstructured Content Results
Sponsored Placement is Gaining Interest
Internal Search Engine Requirements Continue to Increase Pricing within Search Results
Contract pricing viewable at search results
Promotional pricing support at account and user level
Search only customer defined catalogs
Columnar pricing displayed at search results
Configurable Search Results Sortable and displayed in user defined order
View only in-stock items
Rich Product Data Technical parametric attributes for design related products
Product datasheets – currently 130k on website
Product images
Substitutes, associated items and obsolescence information