Transcript E-Commerce and Web Site Development

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 B2C
e-commerce businesses personalize your
shopping experience on the Web.
2. Define how B2C e-commerce businesses
create Web sites that are “sticky.”
3. Describe the various marketing and
advertising strategies B2C e-commerce
businesses use to reach you.
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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.
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Student Learning Outcomes
7. Compare and contrast client-side Web
programming languages with server-side
Web programming languages.
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Introduction
Explore the world of e-commerce by
addressing two major topics:
– Business to consumer e-commerce activities
– Web site authoring and management
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Electronic Commerce
• E-commerce is commerce that technology
facilitates and enhances
– Reach more customers
– Distribute information quickly
– Establish relationships
– Be innovative in commerce functions
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E-Commerce Definitions
Electronic commerce – Commerce that is facilitated and
enhanced by technology
Business to consumer (B2C) – Business selling products and
services through e-commerce to customers who are
primarily individuals
Business to business (B2B) – Business selling products and
services through e-commerce to customers who are
primarily other businesses
SimNet
Concepts Support CD: “B2B and E-Commerce”
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8.1 Keys to Success in B2C
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”
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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
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“Sticky” Web Sites
B2C 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
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“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
SimNet
Concepts Support CD:
“E-Commerce and Shopping Online” and “Internet Appliances”
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Amazon.com’s “Sticky”
Web Site
p.8.228 Fig. 8.2
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Building E-Commerce Web
Site
• C2C Selling
– List your products in a virtual auction
– Specify minimum price, description, and length of
time for the auction
– Credit cards or digital money
• B2C Selling
– Use an e-commerce enabled Web site host
– Pop-ads
– Internal malls
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B2C Marketing and
Advertising Strategies
Register a Site with
Search Engines
Banner Ads and ClickThroughs
Affiliate Programs
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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
– WebMaster
p.8.229 Fig. 8.3
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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
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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
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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
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Marketing To and Through
Customers
Viral Marketing
Opting in and Opting out
Personalization Filtering
Pop-Up Ads
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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
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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
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Personalization Filtering
Collaborative Filtering
Psychographic Filtering
Adaptive Filtering
Profile Filtering
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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
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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
PayPal which is widely used
by people participating in
auctions on eBay
p.8.234 Fig. 8.7
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Secure Transactions
Secure Sockets
Layers
Secure Electronic
Transactions
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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
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Secure Electronic
Transactions
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
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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
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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
SimNet
Concepts Support CD:
“HTML - The Language of the
Internet”
p.8.238 Fig. 8.9
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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
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Examples of HTML Tags
Format
Tags
Heading
Tags
Meta
Tags
List
Tags
Image
Tags
Link
Tags
HTML
has
Over
1,000
Tags
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General Tags
• Basic formatting tags:
– Bold <strong> and </strong>
– Italics <em> and </em>
– Underline <u> and </u>
• Heading Tags:
– Presents a title for your page
• <h1> and </h1> to <h6> and </h6>
• Meta Tags:
– provide information for search engines about your
Web page
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HTML Tags
• List Tags
– Present information in the form of a list
• <ul> and </ul>
• <ol> and </ol>
• Link Tags
– Create links to other sites, pages,
downloadable files, and e-mail
– <a href="http://www.wmich.edu">Western
Michigan University</a>
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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
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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
SimNet
Concepts Support CD: “HTML Editors”
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Web Site Management
• Web site
management allows
you to create, update,
and manage all of
your web pages
quickly and efficiently
– Macromedia
Dreamweaver
– Microsoft FrontPage
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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
SimNet
Concepts Support CD: “Web Hosting”
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8.4 Advanced Web
Technologies
Cascading Style Sheets (CSS)
XML (Extensible Markup Language)
XHTML (Extensible Hypertext Markup
Language)
SimNet
Concepts Support CD: “Programming Languages”
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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
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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
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The Wireless Web
• Many wireless devices such as PDAs, smart
phones, and cellular phones interpret Web
information using wireless application protocol
SimNet
Concepts Support CD: “Wireless Communications”
p.8.246 Fig. 8.15
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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
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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
JavaScript
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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
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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
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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
SimNet
Concepts Support CD: “Careers”
©2003 The McGraw-Hill Companies
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8.5 Key Terms
•
•
•
•
•
•
Adaptive filtering
Affiliate program
Active Server Page
Banner ad
B2C 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 McGraw-Hill Companies
8.5 Key Terms
•
•
•
•
•
JavaScript
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
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8.5 Key Terms
•
•
•
•
Usability
VBScript
Viral marketing
Wireless Application
Protocol (WAP)
• Web developer
• Web personalization
• Extensible HTML
(XHTML)
• Extensible Markup
Language (XML)
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Review of Concepts
1. Defining a B2C E-Commerce Business
 What’s your path to profitability?
2. Creating a Web Page with Style
 Can you use CSS?
3. Organizing Information with XML
 Explore XML syntax
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Hands On Projects
E-Commerce
1. Getting Your Site on a Search Engine
2. Using Personal Portals
 Customize your Web entry
3. Buying Clothes/Return Policies
 What if they don’t fit?
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Hands On Projects
Ethics, Security & Privacy
1. To Pop-Up or Not: Effective or Annoying?
 Do you like them popping up everywhere?
2. Are Cookies Bad for You?
 Are they bad for your computer?
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Hands On Projects
on the Web
1. Evaluating an E-Commerce Experience
2. Analyzing Advertising
 Are Web ads effective?
3. Exploring Web Development Resources
4. Watching the Wireless Web
 Are you wirelessly wired to the Web?
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Hands On Projects
Group Activities
1. Exploring Job Opportunities
 How do they compare to June 2003?
2. Surveying Web Site Development Habits
 Who does what?
3. Surveying E-Commerce Habits
 Do many people really shop on the Web?
©2003 The McGraw-Hill Companies