E-Commerce and Web Site Development How Do You

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

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 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 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 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 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 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 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 Mc. Graw-Hill Companies

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 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 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 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 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 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 Pop-Up Ads © 2003 The Mc. Graw-Hill Companies

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 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. Graw-Hill Companies

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 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 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 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 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 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 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 Link Tags HTML has Over 1, 000 Tags © 2003 The Mc. Graw-Hill Companies

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 •

and

and

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 • 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 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 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 (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 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 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 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 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 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 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 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 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

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 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) • 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 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 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 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 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 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