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E-Commerce Web Site Design E-Commerce: Web Site Design Know why you are on the Web??? To make money!!! Web design is not about art, it's about making money!!! E-Commerce: Web Site Design The Internet Market Channel E-Commerce: Web Site Design Reasons Why People Shop the Web . . . • Easy to place an order • Large selection of products • Cheaper prices • Faster service and delivery • Detailed and clear product information • No sales pressure • Easy payment procedure Reference: www.useit.com E-Commerce: Web Site Design Factors driving repeat visits to a Web site . . . • High quality content • Ease of use • Minimal download time • Updated often Reference: Forrester Survey; 1999 The Customer Rules Design! E-Commerce: Web Site Design The key is consumer confidence . . . Fun and easy to navigate sites Pages that appear professional Clear and accurate product information and representation Real time answers through self help features, e-mail, and a toll-free telephone number E-Commerce: Web Site Design The key is consumer confidence . . . Good prices and clear representation of all charges Payment options Secure transactions Easy to use return or exchange policy Quick processing time and delivery Shopper privacy Navigation E-Commerce: Web Site Design Navigational Tools Location Consistency E-Commerce: Web Site Design Where am I? Where have I been? Where can I go? Don’t make me think!!! 3 clicks and you’re out! Professional Pages E-Commerce: Web Site Design “People want to do business with people they believe to be professional.” Reference: Flanders/Willis; Web Usability Specialists Product Information Customer Assistance E-Commerce: Web Site Design Contact Us: E-mail Telephone number Fax Snail Mail Ordering Process Payment Options E-Commerce: Web Site Design Methods . . . Snail Mail Telephone Fax Online E-Commerce: Web Site Design With . . . Check Money Order Purchase Order Credit Card Intermediary Secure Transactions Shopper Privacy E-Commerce: Web Site Design Privacy disclosure . . . Data gathered Use of information Disclosure of information Protection of information Use of cookies and tracking Access to account information Customer consent Customer input - Tell us what you think? Customer Service The Customer Rules Design! Technical and Design Considerations E-Commerce: Web Site Design Elements to consider . . . Bandwidth Browser compatibility Color palette Continuity Frames Homepage E-Commerce: Web Site Design Elements to consider . . . User Interface Screen compatibility Readability Text only default Accessibility Bandwidth E-Commerce: Web Site Design Download time . . . 1-2 seconds < 13 seconds > 20 GONE! E-Commerce: Web Site Design Decrease download time by . . . designing for 56k modem keeping page sizes <50k applying the KISS rule E-Commerce: Web Site Design “Remove graphic; increase traffic. It’s that simple.” Reference: Dr. Jakob Nielsen; Web Usability Specialist; www.useit.com Browser Compatibility NETSCAPE EXPLORER NETSCAPE EXPLORER E-Commerce: Web Site Design Browser Testing - view your site in as many browsers as possible: Netscape Explorer AOL Web TV Lynx Color Palette E-Commerce: Web Site Design Color Considerations . . . Artistic Cultural Sales Technical Black – United States & Europe White – China & Japan Yellow – Egypt & Burma Purple – Thailand Blue – Iran Red – South Africa Continuity Frames E-Commerce: Web Site Design Frames . . . Browsers don’t like them Printers don’t like them Search engines don’t like them People/customers don’t like them FRAMES Home Page User Interface E-Commerce: Web Site Design You need . . . good technology, and usability . . . for a successful web site. E-Commerce: Web Site Design How are your customers accessing your site? Desktop Laptop Hand-held Web TV E-Commerce: Web Site Design How are your customers accessing your site? PC Mac Screen Compatibility E-Commerce: Web Site Design Resolution Testing - look at your site with monitor set to resolutions: 640 x 480 800 x 600 1024 x 768 1280 x 1024 E-Commerce: Web Site Design 800 x 600 (770 x 430) Readability How’s this for readability? E-Commerce: Web Site Design Recommendations . . . Good background/text contrast Avoid patterned backgrounds Easy to read fonts Make words count Short paragraphs Bulleted lists E-Commerce: Web Site Design www.cedcc.psu.edu/ritter/web-demo/elements.html Text Only Default Accessibility E-Commerce: Web Site Design For Example . . . The visually impaired use special readers that read only text. Blinking text can trigger seizures in some visitors. Poor color choices may render text unreadable to color blind visitors. Mouse-dependent site navigation can be difficult for visitors with physical limitations. Information contained in sound clips is inaccessible to hearing-impaired visitors. www.w3.org/WAI www.cast.org/bobby E-Commerce: Web Site Design The Bottom Line . . . Getting customers to come to your site, Getting customers to make a purchase once they get to your site, and Getting customers to return to your site and purchase again, again, and again! Resource Business to Consumer E-Commerce: Selling on the Internet www.msucares.com/business_assistance/homebusiness/ecommerce.html Resource Designing Web Usability The Practice of Simplicity by Jakob Nielsen www.useit.com Resource Web Pages That Suck Learn Good Design by Looking at Bad Design by V. Flanders & M. Willis www.webpagesthatsuck.com Resource Don’t Make Me Think! A Common Sense Approach to Web Usability by Steve Krug www.sensible.com Beth Duncan, Ph.D. Small Business Specialist Mississippi State University Extension Service [email protected] E-Commerce Web Site Design E-Commerce: Web Site Design http://coldfusion.art.msstate.edu E-Commerce: Web Site Design http://www.everestgum.com E-Commerce: Web Site Design http://offeringsjewelry.com E-Commerce: Web Site Design http://www.chipotle.com E-Commerce: Web Site Design http://www.bernheimerhouse.com E-Commerce: Web Site Design http://www.pleasantgrovesoaps.com E-Commerce: Web Site Design http://www.jubilations.com E-Commerce: Web Site Design http://www.hersheys.com E-Commerce: Web Site Design http://www.crystalls.com E-Commerce: Web Site Design http://www.shoppingbargains.com E-Commerce: Web Site Design http://www.personalizedboutique.com E-Commerce: Web Site Design http://www.satellitediscountstore.com E-Commerce: Web Site Design http://www.bagpipesonly.com E-Commerce: Web Site Design http://www.atouchof-elegance.com E-Commerce: Web Site Design http://www.vermontteddybear.com
