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E-Commerce and Web Site Development How Do You Harness the Power of the Web? E-Commerce and Web Site Development How Do You Harness the Power of the Web? Chapter 8

Student Learning Outcomes 1. List and describe the ways in which B 2 C Student Learning Outcomes 1. List and describe the ways in which B 2 C e-commerce businesses personalize your shopping experience on the Web. 2. Define how B 2 C e-commerce businesses create Web sites that are “sticky. ” 3. Describe the various marketing and advertising strategies B 2 C e-commerce businesses use to reach you. © 2003 The Mc. Graw-Hill Companies

Student Learning Outcomes 4. Discuss your payment options for making e-commerce purchases and the Student Learning Outcomes 4. Discuss your payment options for making e-commerce purchases and the methods e-commerce businesses use to ensure the security of those transactions. 5. Describe how to publish and maintain a Web site. 6. Discuss how Web developers use XHTML, XML, CSS, and other Web technologies to make e-commerce and m -commerce Web sites. © 2003 The Mc. Graw-Hill Companies

Student Learning Outcomes 7. Compare and contrast client-side Web programming languages with server-side Web Student Learning Outcomes 7. Compare and contrast client-side Web programming languages with server-side Web programming languages. © 2003 The Mc. Graw-Hill Companies

Introduction Explore the world of e-commerce by addressing two major topics: – Business to Introduction Explore the world of e-commerce by addressing two major topics: – Business to consumer e-commerce activities – Web site authoring and management © 2003 The Mc. Graw-Hill Companies

Electronic Commerce • E-commerce is commerce that technology facilitates and enhances – Reach more Electronic Commerce • E-commerce is commerce that technology facilitates and enhances – Reach more customers – Distribute information quickly – Establish relationships – Be innovative in commerce functions © 2003 The Mc. Graw-Hill Companies

E-Commerce Definitions Electronic commerce – Commerce that is facilitated and enhanced by technology Business E-Commerce Definitions Electronic commerce – Commerce that is facilitated and enhanced by technology Business to consumer (B 2 C) – Business selling products and services through e-commerce to customers who are primarily individuals Business to business (B 2 B) – Business selling products and services through e-commerce to customers who are primarily other businesses ØSim. Net Concepts Support CD: “B 2 B and E-Commerce” © 2003 The Mc. Graw-Hill Companies

8. 1 Keys to Success in B 2 C Electronic Commerce Businesses must follow 8. 1 Keys to Success in B 2 C Electronic Commerce Businesses must follow sound business principles Personalize the Create Web sites Effectively market consumer shopping that consumers want And advertise their experience To visit frequently sites “Sticky” © 2003 The Mc. Graw-Hill Companies

Personalizing The Shopping Experience • Web personalization is the process of customizing a Web Personalizing The Shopping Experience • Web personalization is the process of customizing a Web page or series of Web pages according to a customer’s preferences – Example: Amazon. com • Shopping cart software that stores information about your e-commerce purchases © 2003 The Mc. Graw-Hill Companies

“Sticky” Web Sites B 2 C e-commerce businesses strive to create “sticky” Web sites “Sticky” Web Sites B 2 C e-commerce businesses strive to create “sticky” Web sites with a high degree of usability • Usability refers to how easy it is to use a Web page or site • Electronic catalog an electronic product or service presentation in which you enjoy a rich combination of media © 2003 The Mc. Graw-Hill Companies

“Sticky” Web Sites - Cont • M-commerce (mobile e-commerce) allows you to use wireless “Sticky” Web Sites - Cont • M-commerce (mobile e-commerce) allows you to use wireless devices such as smart phones or PDAs to buy and sell products and services through Web e-commerce ØSim. Net Concepts Support CD: “E-Commerce and Shopping Online” and “Internet Appliances” © 2003 The Mc. Graw-Hill Companies

Amazon. com’s “Sticky” Web Site p. 8. 228 Fig. 8. 2 © 2003 The Amazon. com’s “Sticky” Web Site p. 8. 228 Fig. 8. 2 © 2003 The Mc. Graw-Hill Companies

Building E-Commerce Web Site • C 2 C Selling – List your products in Building E-Commerce Web Site • C 2 C Selling – List your products in a virtual auction – Specify minimum price, description, and length of time for the auction – Credit cards or digital money • B 2 C Selling – Use an e-commerce enabled Web site host – Pop-ads – Internal malls © 2003 The Mc. Graw-Hill Companies

B 2 C Marketing and Advertising Strategies Register a Site with Search Engines Banner B 2 C Marketing and Advertising Strategies Register a Site with Search Engines Banner Ads and Click. Throughs Affiliate Programs © 2003 The Mc. Graw-Hill Companies

Registering a Site with Search Engines • Search engines give you the ability to Registering a Site with Search Engines • Search engines give you the ability to find Web sites by key word or words or by asking questions • Cost can range from free to several thousand dollars per year – Yahoo! Express – Web. Master p. 8. 229 Fig. 8. 3 © 2003 The Mc. Graw-Hill Companies

Advertising: Banner Ads and Click-Throughs • Banner ad a graphical advertisement that will take Advertising: Banner Ads and Click-Throughs • Banner ad a graphical advertisement that will take you to another site if you click on it –Pop-up ad a small Web page containing an advertisement that appears on your computer screen outside the current Web site loaded into your browser –Pop-under ad a form of a pop-up ad that you do not see until you close your current browser window © 2003 The Mc. Graw-Hill Companies

Click-Through • Click-through is information that is captured when you click on an ad Click-Through • Click-through is information that is captured when you click on an ad to go from one Web site to another • The business that placed the ad must pay the hosting site for every click -through – CNET and Gateway p. 8. 230 Fig. 8. 4 © 2003 The Mc. Graw-Hill Companies

Affiliate Programs • Affiliate program (associate program) allows an e-commerce business to sell goods Affiliate Programs • Affiliate program (associate program) allows an e-commerce business to sell goods and services via another Web site • Businesses can make money just by creating a “sticky” Web site that people visit and then click on links to other affiliate sites © 2003 The Mc. Graw-Hill Companies

Marketing To and Through Customers Viral Marketing Opting in and Opting out Personalization Filtering Marketing To and Through Customers Viral Marketing Opting in and Opting out Personalization Filtering Pop-Up Ads © 2003 The Mc. Graw-Hill Companies

Opting In and Opting Out Opting in – is when an individual gives a Opting In and Opting Out Opting in – is when an individual gives a Web site permission for alternative uses of their personal information Opting out – is when an individual says no to alternative uses of their personal information © 2003 The Mc. Graw-Hill Companies

Viral Marketing • Viral marketing is a set of techniques that ecommerce businesses use Viral Marketing • Viral marketing is a set of techniques that ecommerce businesses use to gather personal information about individuals, use that information in their own promotional campaigns, and sell that information to other e-commerce businesses p. 8. 232 Fig. 8. 6 © 2003 The Mc. Graw-Hill Companies

Personalization Filtering Collaborative Filtering Psychographic Filtering Adaptive Filtering Profile Filtering © 2003 The Mc. Personalization Filtering Collaborative Filtering Psychographic Filtering Adaptive Filtering Profile Filtering © 2003 The Mc. Graw-Hill Companies

8. 2 Payment Methods and Secure Transactions E-Commerce Payments options for paying for purchases 8. 2 Payment Methods and Secure Transactions E-Commerce Payments options for paying for purchases on the Internet: Credit Card Financial Cybermediary Future: Digital Cash © 2003 The Mc. Graw-Hill Companies

Financial Cybermediaries • Financial cybermediaries are Web-based companies that make it easy for one Financial Cybermediaries • Financial cybermediaries are Web-based companies that make it easy for one person to pay another person or Web-based business over the Internet • One of the best know is Pay. Pal which is widely used by people participating in auctions on e. Bay p. 8. 234 Fig. 8. 7 © 2003 The Mc. Graw-Hill Companies

Secure Transactions Secure Sockets Layers Secure Electronic Transactions © 2003 The Mc. Graw-Hill Companies Secure Transactions Secure Sockets Layers Secure Electronic Transactions © 2003 The Mc. Graw-Hill Companies

Secure Socket Layers Creates a secure and private connection between a Web client and Secure Socket Layers Creates a secure and private connection between a Web client and Web server Secure Sockets Layers Encrypts the information Sends the information over the Internet © 2003 The Mc. Graw-Hill Companies

Secure Electronic Transactions 1. Creates a secure and private connection between the Web client Secure Electronic Transactions 1. Creates a secure and private connection between the Web client and Web server 2. Encrypts the information 3. Sends the information 4. Merchants can verify a customer’s identity by securely transmitting credit card information to the business that issued the credit card for verification © 2003 The Mc. Graw-Hill Companies

8. 3 Web Authoring and Web Site Management • Web authoring involves creating attractive 8. 3 Web Authoring and Web Site Management • Web authoring involves creating attractive and functional Web sites • Web site management deals with creating, updating, and managing Web sites quickly and efficiently © 2003 The Mc. Graw-Hill Companies

Web Authoring • It is easy to create your own Web page • Should Web Authoring • It is easy to create your own Web page • Should be familiar with HTML – Hypertext Markup Language – Basic language to create Web pages ØSim. Net Concepts Support CD: “HTML - The Language of the Internet” p. 8. 238 Fig. 8. 9 © 2003 The Mc. Graw-Hill Companies

HTML • Lets you decide how information will appear on a page • Place HTML • Lets you decide how information will appear on a page • Place commands in angle brackets <> • Commands are called HTML tags – Commands specify the formatting of information • HTML tags are placed in an HTML document © 2003 The Mc. Graw-Hill Companies

Examples of HTML Tags Format Tags Heading Tags Meta Tags List Tags Image Tags Examples of HTML Tags Format Tags Heading Tags Meta Tags List Tags Image Tags Link Tags HTML has Over 1, 000 Tags © 2003 The Mc. Graw-Hill Companies

General Tags • Basic formatting tags: – Bold <strong> and </strong> – Italics <em> General Tags • Basic formatting tags: – Bold and – Italics and – Underline and • Heading Tags: – Presents a title for your page • and to and • Meta Tags: – provide information for search engines about your Web page © 2003 The Mc. Graw-Hill Companies

HTML Tags • List Tags – Present information in the form of a list HTML Tags • List Tags – Present information in the form of a list •

    and
    and
• Link Tags – Create links to other sites, pages, downloadable files, and e-mail – Western Michigan University © 2003 The Mc. Graw-Hill Companies

HTML Tags • Image Tags: – Allows you to insert photos or other images HTML Tags • Image Tags: – Allows you to insert photos or other images – Image formats • JPEGs – Joint Photographics Expert Group • GIFs – Graphics Interchange Format • PNG – Progressive Network Graphic © 2003 The Mc. Graw-Hill Companies

Web Authoring Software • WYSIWYG HTML editors – Netscape Composer – Amaya HTML Editor Web Authoring Software • WYSIWYG HTML editors – Netscape Composer – Amaya HTML Editor • Allows you to change the displayed version instead of the actual HTML document • Web site management software ØSim. Net Concepts Support CD: “HTML Editors” © 2003 The Mc. Graw-Hill Companies

Web Site Management • Web site management allows you to create, update, and manage Web Site Management • Web site management allows you to create, update, and manage all of your web pages quickly and efficiently – Macromedia Dreamweaver – Microsoft Front. Page © 2003 The Mc. Graw-Hill Companies

Web Space & FTP • FTP program is used to move files between computers Web Space & FTP • FTP program is used to move files between computers so people can view them on a Web server – Example: Iswitch. com File Transfer Program: WS_FTP ØSim. Net Concepts Support CD: “Web Hosting” © 2003 The Mc. Graw-Hill Companies

8. 4 Advanced Web Technologies Cascading Style Sheets (CSS) XML (Extensible Markup Language) XHTML 8. 4 Advanced Web Technologies Cascading Style Sheets (CSS) XML (Extensible Markup Language) XHTML (Extensible Hypertext Markup Language) ØSim. Net Concepts Support CD: “Programming Languages” © 2003 The Mc. Graw-Hill Companies

Types of Cascading Style Sheets Inline CSS: Changes the appearance of a single HTML Types of Cascading Style Sheets Inline CSS: Changes the appearance of a single HTML tag in one HTML document Embedded CSS – changes the appearance of a single type of HTML tag in one HTML document External CSS: Uses a stylesheet file to change a single type of HTML tag in an entire Web site © 2003 The Mc. Graw-Hill Companies

XML (Extensible Markup Language) Terminology • XML is a markup language that uses customized XML (Extensible Markup Language) Terminology • XML is a markup language that uses customized tags to describe how to organize and exchange information between applications • XML Syntax is a set of rules and standards used to organize information for XML use • XML declaration tells Web browsers what XML version you are using • XML element set of XML tags (open and close) • Well-formed XML document is an XML document that meets all syntax requirements © 2003 The Mc. Graw-Hill Companies

The Wireless Web • Many wireless devices such as PDAs, smart phones, and cellular The Wireless Web • Many wireless devices such as PDAs, smart phones, and cellular phones interpret Web information using wireless application protocol ØSim. Net Concepts Support CD: “Wireless Communications” p. 8. 246 Fig. 8. 15 © 2003 The Mc. Graw-Hill Companies

Wireless Application Protocol • WAP is a collection of communications protocols that allows wireless Wireless Application Protocol • WAP is a collection of communications protocols that allows wireless devices to access the Web. For WAP to work, you need three items: Web-enabled Device WAP Gateway Web Server © 2003 The Mc. Graw-Hill Companies

Client-Side Web Programming Languages • Client-side Web programming languages employ the computing power of Client-Side Web Programming Languages • Client-side Web programming languages employ the computing power of users’ Web browsers to add functionality to Web pages • Most common client-side programming is Java. Script © 2003 The Mc. Graw-Hill Companies

Server-Side Web Programming Languages • Client-side Web programming languages use Web server resources to Server-Side Web Programming Languages • Client-side Web programming languages use Web server resources to retrieve information, process information, and customize Web pages for users • Web developers commonly use these scripts: – Common Gateway Interface – Active Server Pages – Hypertext Preprocessor © 2003 The Mc. Graw-Hill Companies

Common Server-Side Scripts CGI ASP PHP Common Gateway Interface Active Server Pages Hypertext Preprocesso Common Server-Side Scripts CGI ASP PHP Common Gateway Interface Active Server Pages Hypertext Preprocesso r A specification that enables all Web clients to interact with all Web servers Uses a combination of HTML, VBScript, and specific commands to build interactive Web pages Is a server-side scripting language Web developers use to create dynamic Web pages © 2003 The Mc. Graw-Hill Companies

Certification • Web developers must continually strive to keep their skills current in order Certification • Web developers must continually strive to keep their skills current in order to keep their Web sites competitive • Certification is becoming a much sought after achievement in the IT market ØSim. Net Concepts Support CD: “Careers” © 2003 The Mc. Graw-Hill Companies

© 2003 The Mc. Graw-Hill Companies © 2003 The Mc. Graw-Hill Companies

8. 5 Key Terms • • • Adaptive filtering Affiliate program Active Server Page 8. 5 Key Terms • • • Adaptive filtering Affiliate program Active Server Page Banner ad B 2 C e-commerce Common Gateway Interface (CGI) • Click-through • Client-side Web programming language • Collaborative filtering • Cascading Style Sheet • Electronic catalog • Electron commerce • Encryption • Financial cybermediary • Hypertext Markup Language (HTML) © 2003 The Mc. Graw-Hill Companies

8. 5 Key Terms • • • Java. Script M-commerce Opting in Opting out 8. 5 Key Terms • • • Java. Script M-commerce Opting in Opting out Hypertext Preprocessor • Pop-under ad • Pop-up ad • Profile filtering • Psychographic filtering • Secure Electronic Transaction (SET) • Secure Sockets Layer • Server-side Web programming language • Shopping cart © 2003 The Mc. Graw-Hill Companies

8. 5 Key Terms • • Usability VBScript Viral marketing Wireless Application Protocol (WAP) 8. 5 Key Terms • • Usability VBScript Viral marketing Wireless Application Protocol (WAP) • Web developer • Web personalization • Extensible HTML (XHTML) • Extensible Markup Language (XML) © 2003 The Mc. Graw-Hill Companies

Review of Concepts 1. Defining a B 2 C E-Commerce Business Ø What’s your Review of Concepts 1. Defining a B 2 C E-Commerce Business Ø What’s your path to profitability? 2. Creating a Web Page with Style Ø Can you use CSS? 3. Organizing Information with XML Ø Explore XML syntax © 2003 The Mc. Graw-Hill Companies

Hands On Projects E-Commerce 1. Getting Your Site on a Search Engine 2. Using Hands On Projects E-Commerce 1. Getting Your Site on a Search Engine 2. Using Personal Portals Ø Customize your Web entry 3. Buying Clothes/Return Policies Ø What if they don’t fit? © 2003 The Mc. Graw-Hill Companies

Hands On Projects Ethics, Security & Privacy 1. To Pop-Up or Not: Effective or Hands On Projects Ethics, Security & Privacy 1. To Pop-Up or Not: Effective or Annoying? Ø Do you like them popping up everywhere? 2. Are Cookies Bad for You? Ø Are they bad for your computer? © 2003 The Mc. Graw-Hill Companies

Hands On Projects on the Web 1. Evaluating an E-Commerce Experience 2. Analyzing Advertising Hands On Projects on the Web 1. Evaluating an E-Commerce Experience 2. Analyzing Advertising Ø Are Web ads effective? 3. Exploring Web Development Resources 4. Watching the Wireless Web Ø Are you wirelessly wired to the Web? © 2003 The Mc. Graw-Hill Companies

Hands On Projects Group Activities 1. Exploring Job Opportunities Ø How do they compare Hands On Projects Group Activities 1. Exploring Job Opportunities Ø How do they compare to June 2003? 2. Surveying Web Site Development Habits Ø Who does what? 3. Surveying E-Commerce Habits Ø Do many people really shop on the Web? © 2003 The Mc. Graw-Hill Companies