Session 5 Topics

1
Session 5 Topics

• Midterm Exam Administered
• Project Info
• Ecommerce Building Blocks
• Web Engineering Process Review
• Web Site Marketing Promotion

2
Key Fundamental Ecommerce Building Blocks
People Users/Customers Large buying groups
Administrators Vendors
Process Buying process Payment process
Customer service Fulfillment orders
Content Products Extendable fields,
categorization, search Comments, ratings
Technology Server-side technology Client-side
technology Networking Middleware
Security
3
Ecommerce Building Blocks Web Developers
Perspective

• Make a Plan
• Analyze document critical business processes.
• Generate a Requirements Document.
• Design to Sell.
• Create a Storefront Design.
• Satisfy Technical Requirements.
• Decide on specialized software and hosting.
• Choose the best Ecommerce Solution.
• Third-party, packaged software or build a
  proprietary solution.

4
Web Site Engineering Process Review

• Information Design
• Information architecture and content presentation
  (user mental model)
• Interface Design
• Graphics and navigation (prototyping)
• System Design
• Functionality
• Programming and Database
• Prototyping and testing
• Determined by Site Complexity and Functionality

5
Web Site Engineering Process ReviewSystem
Design - Client Side Considerations

• Local environment hardware, browser, bandwidth,
  technology not under a developers control
• Lowest Common Denominators
• Client Profiling
• Display, address, proxy server

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Web Site Engineering Process Review System
Design - Server Side Considerations

• Within the developers control
• Server network connection
• Server hardware,
• Web server
• Database
• Bandwidth
• Web Application Hosting

7
Web Site Engineering Process Review Business
Case Composition

• Purpose
• Value Proposition
• Business Models
• User Profile
• Competition
• Measures of Success

8
Web Site Engineering Process Review Requirement
Analysis

• Environment
• Process target market considerations
• B2C, B2B, or Intranet
• Browser, connectivity, monitor, servers, target
  platform, ISP
• LCD platform640x480,
• Infrastructure
• Static versus Dynamic
• Database
• Performance requirement

9
Web Site Engineering Process Review Requirement
Analysis (continued)

• Marketing and Promotion
• Communication standards
• Branding
• Content
• What to include? Repurpose existing content.
• Less is More! And Chunking
• Functionality
• Features and navigation
• Resource Requirements

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Web Site Engineering Process Review Information
Design

• Hypertext theory
• Page as an unit of information
• Inter-related pages
• Fragment of information
• Chunking
• Structure Information Architecture

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Web Site Engineering Process Review Information
Architecture Composition

• Determined by Predictability and Expressiveness
• Linear
• Grid
• Hierarchy
• Wide Hierarchy Breadth of choice
• Narrow Hierarchy Focus
• Method of delivery

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Web Site Engineering Process Review Navigation
Design

• Web Interface Design
• Text-based
• GUI based
• Metaphor
• Navigation Models
• Left-oriented
• Top-oriented
• Bottom-oriented
• Right-oriented
• Map or center-oriented

• Navigation Conventions
• Clickables
• Respect conventions
• Navigation Aids
• Site maps,
• Search engines
• Index
• Frames
• Bookmarks

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Web Site Engineering Process Review Graphic
Design

• Design Considerations
• As a source of information
• Fast Loading
• Gif vs. jpeg
• Limited number of colors
• Type face
• 640 x 480 pixel
• The Visual Design Process
• Sketches
• Paper Prototype Prototyping for Tiny Fingers

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Web Site Marketing Promotion
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Branding

• What is Brand?
• Name, logo, symbol, user experience?
• Brand Equity
• The value of tangible and intangible items
• Customer perceptions, loyalty
• Transferable to the Web
• Internets role
• Further enhancement
• Multi-channel
• Monitoring (ewatch)

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Marketing Strategies

• Targeted Advertising vs. Broadcasting
• Focused ads via keyword search
• narrow-casting, one-way
• Push vs. Pull Model
• Push banner ads, email solicitation Webcasting
  Intranets
• Pull two-way, need-based advertising search
  engines interactive personalized ads

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Keys to Online Marketing Success
Demographic and behavioral targeting Ensures the
investment is pointed in the right
direction Real-time, standardized
reporting Enables one to optimize
on-the-fly In-depth post-click reporting Leads
to refined programs and stronger ROI One-to-one
remarketing Creates a relationship with the
consumer
Source DoubleClick
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Dell Closes the Loop
Objective To sell product and focus online
marketing dollars on activities that generate
sales.

• Results
• adjusted strategic goals
• redirected marketing dollars
• moved more product relative to marketing
  expenditures

Source DoubleClick
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Types of Internet Advertising

• Banner Ads
• Web Storefronts
• Keywords
• Non-conventional Means
• Product review or endorsement on newsgroups
• Soliciting listings from search services
• Soliciting and exchanging web link
• Providing product-oriented mailing lists and
  e-mail updates

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E-Mail Direct Marketing

• Inexpensive and effective way to target potential
  customers fast turnaround
• Personalization personalized email to target
  product offers based on customers interests or
  past purchases to improve response rate
• Opt-in email permission based marketing
• To improve customer service.
• Combined with traditional direct marketing
• Services Digital Impact, Boldfish

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Banner Advertising

• Banner ads and panel Ads
• Bandwidth hogs delay downloading
• Measures for Advertising fees
• impressions, hits, qualified hits, visits
• click-throughs (adclicks)
• Effective Marketing Mechanism?
• Buying and selling banner advertising
  pay-per-performance (DoubleClick)

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Measures of Online Advertising

• Ad Impression
• Visit (Page View)
• Click-Through
• Page Impression (Hit Counts)
• Unique Visitors
• Reach

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Costs for Online Advertising

• Gross Exposure CPM-- Cost per thousand
  impressions (underestimated)
• e.g. 20,000/1 m impression X1000 20
• Click Rate Cost per Click (CPC), clickthrough,
  number of clicks /cost of the ad campaign
• Conversion purchase/clicktrough
• Examples
• 35/CPM 5/clickthrough 25/conversion

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Ad Targeting

• Track ads across a network of sites
• Monitoring who is clicking on the ads, how often,
  and whether the ads actually lead to sales
• User profiles on demographics, tastes, email
  addresses to improve targeting
• Services DoubleClick, Engage

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Affiliate Programs

• Forrester Research by 2003 affiliates will
  generate 21 of online retailers revenue (13 in
  1999)
• Pay-per-click model click-through
• Goto.com, matchmaker
• Pay-per-lead model qualified leads
• Mailsweeps.com
• Pay-per-sale model commission of sales
  (Express.com)
• Multi-tiered Model
• Merchants -gt 10 subaffiliates and 5 affiliates
• CPM (Cost-per-thousand) model
• Examples Amazon

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Promoting a New Site

• Rollout Promotion
• Register URL with search engines, embed keyword
• Include the site address in publications
• Inform distribution channels
• Award programs (netincentives)
• Points-based promotions
• (mypoints)
• New Releases
• Marketing through affiliates

• Ongoing Activities
• Include URL
• Adding site content to generates more search
  engine hits
• Traditional promotion
• Reciprocal links
• Newsgroups
• Purchase hot links
• Online coupons (free2try)
• Discounts (ipromotions)
• Domain name Reg.
• www.iana.org internic.net ripe.net apnic.net

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Search Engines

• Web Robots http//info.webcrawler.com/mak/projects
  /robots/robots.html
• Purposes
• Collecting information
• Provide Indexing
• databases
• Directory vs. Search Engines
• Search-Engine Registration
• searchenginewatch

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Creating Spider Food

• determines the relevance of the Web pages info
  and keywords (ranking)
• Listing all the key words
• Home Page Title
• lttitlegt These Are the Most Important Words to a
  Search Engine! lt/titlegt
• Meta Tag
• Add a ltdescriptiongt on your page
• First Paragraph most important
• Proximity
• (Tennis shoe style gt shoes for tennis)
• Spider Repellent (robots.txt)

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Search Engines for Marketing

•  
• Search engines and affiliate marketing help
  retailers find customers, remained the second
  (58) and third (50) most successful marketing
  vehicle for retailers.  "
• Shop.org/BizRate 2003 eHoliday Mood study.
  January 2004

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Adding a local search facility

• Decide what to index.
• Decide how to index the information.
• Select a search engine.
• Design the search interface.
• Design the results page.
• Index the data. (optimal queries)
• Integrate the search engine with the search
  interface.
• Test and monitor.

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Next Session Highlights

• Review reading assignments
• T S Ch 4
• Powell Ch 5, 9, 17
• Web Site Marketing Promotion (continued)
• Web Site Analysis Discussion