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Chapter 11Implementation

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System implementation issuesAcquisition techniquesSite implementation toolsContent management and updatingSystem changeoverLocalizationEvaluation and monitoring

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Systems acquisition options Bespoke development. The e-commerce system is

developed from scratch. Off-the-shelf (packaged). An existing system is

purchased from a solution vendor. In the e-business context this approach is often achieved by external hosting via an applications service provider.

Tailored off-the shelf development. The off-the-shelf system is tailored according to an organization’s needs.

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Table-based page layout for the B2C Company

Figure 12.4  Table-based page layout for The B2C Company

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Using scripting to produce dynamic web content for form processing

Figure 12.5  Using scripting to produce dynamic web content for form processing

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TestingType of testing Description

Developer tests Code level tests performed by developers of modules

Feasibility testing Tests a new approach, often near the start of a project to make sure it is acceptable in terms of user experience

Module (component) tests

Checks individual modules have the correct functionality i.e. correct outputs are produced for specified inputs (black-box testing)

Integration testing Checks interactions between groups of modules

System testing Checks interactions between all modules in the system

Database transaction taken

Can the user connect to the database and are transactions executed correctly?

Performance/capacity testing

Tests the speed of the system under high load

Usability testing Check that the system is easy to use and follows the conventions of user-centred design

Acceptance tests Checks the system is acceptable for the party that commissioned it

Content or copy testing Tests the acceptability of copy from a marketing view

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Changeover optionsMethod Main advantages Main disadvantages

1. Immediate cutover. Straight from old system to new system on a single date

Rapid, lowest cost High risk. Major disruption if serious errors with system

2. Parallel running. Old system and new system run side-by-side for a period

Lower risk than immediate cutover

Slower and higher cost than immediate cutover

3. Phased implementation. Different modules of the system are introduced sequentially

Good compromise between methods 1 and 2

Difficult to achieve technically due to interdependencies between modules

4. Pilot system. Trial implementation occurs before widespread deployment

Essential for multinational or national rollouts

Has to be used in combination with the other methods

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Management issues with maintenanceDeciding on the frequency and scope of

content updatingProcess for managing maintenance of the site

and responsibilities for updatingSelection of content management systemTesting and communicating changes madeIntegration with monitoring and

measurement systemsManaging content in the global organization

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A summary of the measurement process

 A summary of the measurement process

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Building the Web Site Building the Web site

1. Select a Web host2. Register a domain name3. Create and manage content4. Design the Web site5. Construct the Web site and test6. Market and promote the Web site

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Web Site HostingWeb hosting service: A dedicated Web site

hosting company that offers a wide range of hosting services and functionality to businesses of all sizes

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Content Creation and Management

Content: The text, images, sound, and video that make up a Web page

Commodity content: Information that is widely available and generally free to access on the Web

Content managementThe process of adding, revising, and removing content from a Web site to keep content fresh, accurate, compelling, and credible

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Web Site DesignThe goal of any Web site is to deliver quality

content to its intended audience and to do so with an elegant design

Information architecture: How the site and its Web pages are organized, labeled, and navigated to support browsing and searching throughout the Web site

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Web Site Design (cont.)Web site design criteria:

NavigationConsistencyPerformanceAppearanceQuality assuranceInteractivitySecurityScalability

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Web Site ConstructionWho builds the Web site?

Internal staff, an outside contractor, or a combination of these two

Internal Web site development: The process of building and/or maintaining the Web site with company staff

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Web Site Construction (cont.)Companies build their own site because:

Use of existing in-house expertiseDesire to build in-house expertiseProtection of proprietary technologiesTighter control and responsiveness

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Web Site PromotionInternal Web site promotion

Include content that establishes the site as a useful site for customers to remember so that they return and make a purchase

Signature file: A simple text message an e-mail program automatically adds to outgoing messages

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Web Site Promotion (cont.)Search engine optimization (SEO): The

application of strategies intended to position a Web site at the top of Web search engines

The key to SEO is understanding the algorithms the search engines use to determine the ranking of the results returned to the searcher

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Web Site Promotion (cont.)Strategies for keyword creation and

placement:Create keywords the target audience is

most likely to useUse specific phrases, not general keywordsOptimize the title

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Web Site Promotion (cont.)Use meta tags

Meta tag: An HTML element that describes the contents of a Web page

Use keywords early and often in page content

Include keywords in ALT tagsAvoid spider-hostile featuresDo not spam search engines