Chapter 4 - Building an E-commerce web site. In this chapter, we will address the following questions: What are the factors you should take into account when sizing a Web site’s infrastructure? Why are peak times an important factor to consider? What reasons were behind Hilfiger’s choice of ATG for its Web site solution? How can operators of smaller sites deal with the right-sizing issue?
Ecommerce: Business. Technology. Society Ecommerce business. technology. society seventh edition Kenneth C Laudon Carol Guercio Traver Copyright © 2011 Pearson Education, Inc Copyright © 2011 Pearson Education, Inc Chapter 4: Building an Ecommerce Web Site Chapter 4 Building an E-commerce Web Site Copyright © 2011 Pearson Education, Inc Copyright © 2010 Pearson Education, Inc Copyright © 2011 Pearson Education, Inc Slide 42 Tommy Hilfiger RightSizes Its Web Store Class Discussion What are the factors you should take into account when sizing a Web site’s infrastructure? Why are peak times an important factor to consider? What reasons were behind Hilfiger’s choice of ATG for its Web site solution? How can operators of smaller sites deal Copyright © 2011 with the right-sizing issue? Pearson Education, Inc Slide 43 Building an Ecommerce Site: A Systematic Approach Most important management challenges: Developing a clear understanding of business objectives Knowing how to choose the right technology to achieve those objectives Copyright © 2011 Pearson Education, Inc Slide 44 Pieces of the SiteBuilding Puzzle Main areas where you will need to make decisions: Human resources and organizational capabilities Creating team with skill set needed to build and manage a successful site Hardware Software Telecommunications Copyright © 2011 Site design Pearson Education, Inc Slide 45 The Systems Development Life Cycle Methodology for understanding business objectives of a system and designing an appropriate solution Five major steps: Systems analysis/planning Systems design Building the system Testing Implementation Copyright © 2011 Pearson Education, Inc Slide 46 Web Site Systems Development Life Cycle Copyright © 2011 Figure 4.2, Page 209 Pearson Education, Inc Slide 47 System Analysis/Planning Business List objectives: of capabilities you want your site to have System functionalities: List of information system capabilities needed to achieve business objectives Information requirements: Information elements that system must produce in order to achieve business objectives Copyright © 2011 Pearson Education, Inc Slide 48 Copyright © 2011 Table 4.1, Page 210 Pearson Education, Inc Slide 49 Systems Design: Hardware and Software Platforms System design specification: Description of main components of a system and their relationship to one another Two components of system design: Logical design Data flow diagrams, processing functions, databases Physical design Specifies actual physical, software components, models, etc Copyright © 2011 Pearson Education, Inc Slide 410 Degradation in Performance as Number of Users IncreasesNumber of Connections Copyright © 2011 Pearson Education, Inc Figure 4.11 (b), Page 235 Slide 435 The Relationship of Bandwidth to Hits SOURCE: IBM, 2003 Copyright © 2011 Figure 4.13, Page 237 Pearson Education, Inc Slide 436 RightSizing Your Hardware Platform: The Supply Side Scalability: Ability of site to increase in size as demand warrants Ways to scale hardware: Vertically Increase processing power of individual components Horizontally Employ multiple computers to share workload Improve processing architecture Copyright © 2011 Pearson Education, Inc Slide 437 Copyright © 2011 Table 4.8, Page 237 Pearson Education, Inc Slide 438 Vertically Scaling a System Copyright © 2011 Figure 4.14, Page 238 Pearson Education, Inc Slide 439 Horizontally Scaling a System Copyright © 2011 Figure 4.15, Page 239 Pearson Education, Inc Slide 440 Copyright © 2011 Table 4.9, Page 240 Pearson Education, Inc Slide 441 Other ECommerce Site Tools Web site design: Basic business considerations Enabling customers to find and buy what they need Tools for Web site optimization Search engine placement Metatags, titles, content Identify market niches, localize site Expertise Links Copyright © 2011 Search engine ads Pearson Education, Inc Slide 442 Ecommerce Web Site Features that Annoy Customers SOURCE: Based on data from Hostway Corporation’s survey, Consumers’ Pet Peeves about Commercial Web Sites, Hostway Corporation, 2007 Copyright © 2011 Figure 4.16, Page 241 Pearson Education, Inc Slide 443 Copyright © 2011 Table 4.10, Page 242 Pearson Education, Inc Slide 444 Tools for Interactivity and Active Content Web 2.0 design elements: Widgets, Mashups CGI (Common Gateway Interface) ASP (Active Server Pages) Java, JSP, and JavaScript ActiveX and VBScript ColdFusion Copyright © 2011 Pearson Education, Inc Slide 445 Personalization Tools Personalization Ability to treat people based on personal qualities and prior history with site Customization Ability to change the product to better fit the needs of the customer Tools to achieve personalization: Cookies Copyright © 2011 Pearson Education, Inc Slide 446 The Information Policy Set Privacy policy Set of public statements declaring how site will treat customers’ personal information that is gathered by site Accessibility rules Set of design objectives that ensure disabled users can affectively access site Copyright © 2011 Pearson Education, Inc Slide 447 Insight on Society Designing for Accessibility with Web 2.0 Class Discussion Why might some merchants be reluctant to make their Web sites accessible to disabled Americans? How can Web sites be made more accessible? Should all Web sites be required by law to provide “equivalent alternatives” for visual and sound content? Copyright © 2011 Pearson Education, Inc Slide 448 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher Printed in the United States of America Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Copyright © 2011 Pearson Education, Inc .. .Chapter 4: Building an Ecommerce Web Site Chapter 4 Building an E-commerce Web Site Copyright © 2011 Pearson Education, Inc Copyright © 2010 Pearson Education, Inc... Pearson Education, Inc Slide 4 29 Building Your Own Ecommerce Site Options for small firms Hosted e-commerce sites, e.g Yahoo’s Merchant Solutions Site building tools E-commerce Open-source Enables... Copyright © 2011 Pearson Education, Inc Slide 4 13 Choices in Building and Hosting Copyright © 2011 Figure 4. 4 Page 213 Pearson Education, Inc Slide 4 14 Insight on Business Curly Hair and MotorMouths: