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Website Development with
E-Commerce
California State East Bay, Oakland
January 19, 2017
Alameda County SBDC
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Seminars
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Seminar Examples
Access to Capital Successful Business Plans
Starting a Business Meet the Lenders
Social Media Government Contracts
Marketing Law for Entrepreneurs
Worker Owned Businesses Buying a Business
Starting a Restaurant Crowdfunding and Alternatives
Starting a Food Business How to Pitch Your Company
Finding Your Core Customer Exporting
Website Development Home Based Businesses
ACSBDC Consultants
Ron Barrett
Loan Specialist FJ Cava
Generalist
David Bokash
Business Technology
Tara Lynn Gray
Crowdfunding
Lee Lambert
Director
Deagon Williams
Food & Restaurants
Deb Doyle
Branding
Paula Mattisonsierrra
Retail Mari Lovalvo
Human Resources
ACSBDC Consultants
David Mitroff
Social Media
Dorian Webb
Operations
Bob Komoto
Export/Import
Maria Mejia
Finance
Tom Camerato
Financial Modeling
Mary Passarella
Accounting
Tom Yeh
Strategy
Ed Duarte
Construction
Carolyn Johnson
Operations
How to register for services
www.acsbdc.org
Our Client Results
Presentation Download
www.acsbdc.org/handouts
12
David Bokash – Business Advisor, Alameda County SBDC (since May 2008)
– 2012 CARAT Outstanding Trainer in Community Development
– Business consultant for Supply Chain Management, application software and Internet projects
Prior Experience
– IT Project Manager/Consultant for application implementations and Supply Chain Strategy Projects
– Product Manager, CRM and SRM Applications, SAP Labs
– Field Engineer, FedEx Express
– IT Project Manager, FedEx Logistics & Electronic Commerce
– Sr. Consultant, Price Waterhouse Strategic Consulting Group
Education
– Honors Certificate, Project Management, UC Santa Cruz
– MBA, Harvard University
– BS & MS Engineering, Purdue University
Instructor
13
WEBSITES & INTERNET COMMERCE
– Two prior website developers quit complex E-Commerce Website: Helped document website design and manage transition to new developer; client website has been operational 4 years!
– Client wanted to adjust pricing by neighborhood income: Studied method for using Census Bureau data, estimated implementation costs and proposed alternative; client decided to use customer reported income instead!
– Performed dozens of Website Audits: identifying website usability, functionality & optimization improvements
BUSINESS SOFTWARE
– E-Commerce company wanted to integrate website orders with inventory management system; found Zen Cart plug-in that integrated with QuickBooks
– Advised dozens of clients on business software: source selection, functional capabilities, operational work-arounds and application implementations
– Advised several business software companies on: application development project management, product management/marketing issues and product strategy
David Bokash: SBDC Client Work
14
SUPPLY CHAIN MANAGEMENT (SCM) – Home remodeling retailer wanted to improve warehouse and order
fulfillment operations; analyzed procedures, suggested operational changes and helped upgrade user documentation
– Advised dozens of clients on SCM best practices
– Created Purchasing & Inventory Management (P&IM) course for California Resources and Training (CARAT) that describe SCM best practices and software applications for small business
– Delivered P&IM webinars to hundreds of small business owners
David Bokash: SBDC Client Work (continued)
Website Development with
E-Commerce
California State East Bay, Oakland
January 19, 2017
Alameda County SBDC
16
Agenda 1. Website Businesses Roles 2. Understanding the Internet and the World Wide Web 3. Domain Registration and Website Hosting & Development 4. Website Design & Development 5. Website Security, Monitoring & Performance Assessment 6. Website Content & Navigation 7. Search Engine Optimization (SEO) Overview 8. Meta Tag Optimization 9. Social Media and Online Directories 10. Business Case for E-Commerce 11. Fundamentals of E-Commerce 12. Types of E-Commerce Solutions 13. E-Payment Processors & Mobile Payments 14. Practical Examples 15. Summary & Conclusion
17
Evaluate Audience Websites
NOTE: In the last part of the webinar we will
be evaluating sample websites.
If you would like the instructor and class to provide a
FREE evaluation of your website, please provide
your website URL using the Chat Box. We will be
looking at: 1. The Ten Second Rule?
2. Navigation & Architecture?
3. Customer Focus?
4. Look & Feel?
5. Establish Trust, other?
1. Website Businesses Roles
19
What can a Website do for our Business?
Key Strategic Questions when Planning a Website:
What functionality will our Website provide?
What will be the role of our Website in our
current/future Internet (Digital) Marketing plans?
20
E-Service
E-Marketing
E-Commerce
E-Sales
Website Functional Roles
“Websites can provide Sales, Marketing &
Service Functionality!”
21
Website Role in Internet Marketing
SEO
Website
Keyword Advertising
Audience
Audience
Social Media
Audience
Audience
Newsletters
“Internet Marketing drives Website Traffic!
Therefore, a Website will be the Center of every
Internet Marketing Campaign!”
22
Website Business Roles
Website Marketing Roles Tool to advertise and promote Your Business
Forum to display Your Products and Services
Platform that enables Current Customers to easily refer their Friends and Family
Channel to publish an Online Newsletter or Blog
“A Website provides the opportunity to reach
billions of people within a global marketplace!”
2. Understanding the Internet and the
World Wide Web
24
The term Internet refers to the combined
collection of academic, commercial, and
government networks connected over
international telecommunication backbones
and routed using IP addressing.
Internet versus World Wide Web
The World Wide Web (abbreviated
WWW) and commonly known as
The Web, is a system of interlinked
hypertext documents contained on
the Internet. With a web browser,
one can view web pages and
navigate between them by using
hyperlinks.
25
What is a Website?
A Website (also spelled web site) is a set of related web pages served from a single web domain. Hosted on a web server, accessible via a network (e.g. the Internet) through an address known as a Uniform Resource Locator (URL) or Internet Protocol (IP) address.
SOURCE: www.en.wikipedia.org
(i.e. http://acsbdc.org)
Typical Internet Protocol
(IP) Address:
209.126.000.012
26
What’s The World Wide Web?
The Internet
The World Wide Web
A Website
Need a Web Browser to access websites →
27
Common Web Browsers
• Firefox
• Internet Explorer (IE)
• Google Chrome
• Safari* - “Macintosh Specific”
• Opera
• Netscape Navigator
• Android – “Mobile OS/Browser”
28
Typical Web Browser Elements
• A History List, showing Websites/Web Pages previously
visited in a list (typically, the list is not visible all the time and
has to be summoned)
• A Refresh/Reload Button to reload the current Web Page
• A Stop Button to cancel loading the resource. In some
browsers, the stop button is merged with the reload button
• A Home Button to return to the user's home page
• An Address Bar to input the Uniform Resource Locator (URL)
• A Search Bar to input terms into a search engine
• A Status Bar to display progress in loading the resource
• Most browsers also possess an Incremental Find feature to
search within a web page
29
StatCounter -- StatCounter statistics are directly derived from hits (not unique visitors)
from 3 million sites using StatCounter totaling more than 15 billion hits per month.
W3Counter -- This site counts last 15,000 page views from each of approximately
70,000 websites. This limits influence of sites with more than 15,000 monthly visitors.
NetMarketShare – The Net Applications report, uses unique visitors to measure web
usage. This has the effect that users visiting a site ten times will only be counted once
by these sources, while they are counted ten times by statistics companies that
measure page hits.
Desktop Browser User Share
SOURCE: Wikipedia
30
Observations (December 2009 to December 2016):
[1] Both Internet Explorer (IE) and Firefox losing market share to Google’s Chrome
[2] Slow but steady growth for Apple’s Safari Browser
[3] Google’s Android Browser surpassed the other Mobile Browsers mid-2012
Usage Share of Top Browsers
SOURCE: StatCounter Worldwide Browser Share
31
SOURCE: W3Counter, 2015 Market Share
Observations:
[1] Multiple versions of Internet Explorer (IE), Chrome, Safari and Firefox all in the Top
Ten Web Browsers
[2] Windows 7 has three times the usage share of the #2 Operating System (Android 4)
[3] Almost 8% still using Windows XP which ended support in April 2014
Top Web Browser & Operating Systems
32
HTTP - Hypertext Transport Protocol
HTML - Hypertext Markup Language
MYSQL – Database Language (“My-Ess-Cue-El”)
PHP - Hypertext Pre-Processor
(because “HPP” doesn’t sound as good)
SEO - Search Engine Optimization
URL - Uniform Resource Locator
GUI - Graphic User Interface
www - World Wide Web
What Do All Those Acronyms Mean?
33
Other Common Acronyms associated with Website Development and the Internet: – CSS: Cascading Style Sheets – FTP - File Transfer Protocol – TCP: Transmission Control Protocol – IP (Address): Internet Protocol (Address) – SQL (pronounced “Sequel”): Structured Query Language – ISP: Internet Services Provider (often same as Website
Host)
– RSS: Really Simple Syndication
More Website & Internet Acronyms
3. Domain Registration and Website
Hosting & Development
35
Every Website's Basic Requirements
Three separate entities control the ability to publish a Website on the Internet, they are:
• Domain Name Registrar
• A Website Host
• Website Designer
Domain Name
Server/Platform
Content, Layout
& Images
36
Domain Name Registrar
The Domain Registrar plays an important and recurring role
Domain Name and Extensions:
• In order to have a Website, you must first rent a Domain Name (URL) from a Domain Registrar
• Domain Names and Extensions are maintained by the Internet Corporation for Assigned Names and Numbers (ICANN) which sets policy and procedures worldwide
37
Domain Registration/Renewal Cycle
Domain Registration
(1 – 10 year term)
Expiration Grace Period
(1 – 45 days)
Pending Delete
(5 days)
Domain Available
(to the public &
Domain Squatters)
Domain Blocked
Domain can be Renewed
Registration Dropped
Redemption Period
(~30 days)
CRITICAL POINTS:
1. Verify the Domain is registered in your Name
2. Verify that your Contact Information (including email) is current
3. Know your Renewal Date!
38
Note: Several U.S. Accredited Registrars
logos are shown for informational
purposes only and is not inclusive of all
accredited registrars in the United States
(or abroad).
Common Domain Registrars & Extensions
Popular Domain Name Extensions
.com Commercial
.net Network
.org Organization
.edu Education
.gov Government
.us United States
.info Information
.ws Website
.biz Business
.tv Television
.mobi Mobile
39
A hosting company is the place that publishes
your website on the world wide web. Besides
hosting the website, the role of the web host
includes the following services:
Email Accounts
File Transfer Protocol (FTP)
Allotted Bandwidth
Secure Socket Layer (SSL)
Administrative Panel
Why You Need A Hosting Company
40
Hosting: Server Platform Options
There are different types of hosting server platforms. The best option depends on the type of website you wish to host:
Shared Hosting – Multiple websites are hosted on one
web server
Dedicated Hosting – One website on one web server
Virtual Private Server – VPS solution is a form of web hosting that displays a virtualization of a server being split into several “virtual” servers
Cloud Hosting – An new emerging hosting technology
41
An Operating System (OS) is software,
consisting of programs and data, that
runs on computers and manages
computer hardware resources and
provides common services for efficient
execution of various software
applications.
Hosting: Operating on a Platform
42
The operating system acts as an
intermediary between application
programs and the computer
hardware. Operating systems
are found on almost any device
that contains a computer,
including: cellular phones, video
game consoles, supercomputers
and web servers.
Hosting: Operating on a Platform
43
Popular modern operating
systems for personal
computers and web
servers are:
Android
Linux
Mac OS X
Microsoft Windows
Unix
Hosting: Online Operating Systems
44
Web Design versus Development
A Web Designer is an individual or company who creates a website. Depending upon a website’s complexity, it can take a few hours or several months to plan, write content and build graphics/multi-media, creating the desired look, feel and functionality. Today due to the prevalence of “Do-it-yourself” Website Design applications, anyone can create a website and can therefore be considered a Web Designer.
Website Design versus Development The terms “Website Design” and “Website Development” are
sometimes used interchangeably to describe the process for creating a Website. However, to most professionals “Website Designer” generally denotes someone with an artistic skill set and training in graphic design. Whereas a “Website Developer” generally refers to someone with software development skill set and education in Computer Science or Engineering.
45
There are literarily thousands of options for building (designing and developing) a Website. To get a feeling for how many web development options exist, do an internet search on some of the following topics:
• Free HTML Editor
• Web Design Tutorials (HTML/CSS)
• Free Blog Software
• Free CSS Editor
• CSS Optimization Software
Regardless of the development application chosen, each tool will provide basic website building functionality, including the formatting and display of content and images as a Web Page. Each tool also organizes the individual pages into a system of interlinked hypertext documents, which is a Website.
Web Development Options
4. Website Design & Development
47
Web Design & Development Overview
There are four different Types of Websites: • Static Website “Brochure”
• Dynamic Website “User Interaction -> Customized Content”
• E-Commerce Website “Dynamic Website for E-Payments”
• Content Management System (CMS) “Collaborative Development”
Web Development Application Categories: • Desktop What-You-See-Is-What-You-Get (WYSIWYG) Editor
• Do It Yourself Applications “Online Web Builders”
• Content Management System (CMS)
Three (or Four) Website Development Options: • Do It Yourself (Online Web Builders)
• Hire a Professional Website Developer (WYSIWYG or CMS Application)
• Buy a Website Template (WYSIWYG or CMS)
• Hire a Professional to Customize a Website Template
48
Four Basic Types of Websites
Static Website • A Static Website is the simplest form of a website. It
is sometimes described as an Online Brochure since the pages do not change unless modified by the website developer. This type of website is suitable only when content updates are minor and infrequent.
• EXAMPLES: Most small business websites
Dynamic Website • A Dynamic Website interacts with Website Users to
provide content relevant to their needs. It utilizes server side scripting to provide interactivity on individual web pages. This type of website is needed when there is a variety of users with different needs or large stores of information which need to be customized for each user.
• EXAMPLES: The Weather Channel, Census Bureau Online Database
49
Four Basic Types of Websites
E-Commerce Website • An E-Commerce Website is a specialized
Dynamic Website which has functionality to process financial transactions. This type of website is required when something is sold or rented through the website.
• EXAMPLES: Amazon, eBay
Content Management System (CMS) • A CMS is an application that allows for the
maintenance and modification of websites in a collaborative environment where two or more people might be making changes at the same time. This type of website is required if modifications are frequent and extensive, especially when changes need to be done simultaneously (by more than one user).
• EXAMPLES: The Northern CA SBDC Network’s Drupal Websites, any WordPress Website
50
What is a WYSIWYG?
A WYSIWYG “What-You-See-Is-
What-You-Get” editor is a Desktop
Web Design Tool that displays
content during editing which
appears similar to the final output.
Common WYSIWYG Applications
include: Adobe Dreamweaver,
Microsoft FrontPage and
CoffeeCup Web Form Builder.
51
Do It Yourself Web Design
Online web builders are designed for anyone with basic computer skills who wants to start building a website in a short period of time. Most web builders come with several templates in different colors, banner backgrounds, and text styles. Some templates even allow you to use one of your own digital photos as a banner background.
52
Common Online Web Builders
http://www.google.com/apps/
http://sitebuilder.yahoo.com
http://www.wix.com/
http://www.homestead.com/create-a-website
53
Hiring a Website Developer
Before hiring a Website Developer be sure to: • Get References from other business owners.
• Check with the local Better Business Bureau.
• Visit the vendors’ references and call their clients directly.
• Sign a contract.
• Avoid hiring friends and family!
• Understand what programming language the site will be coded in.
• Who is in charge of writing the copy for the website?
• Who will purchase the pictures?
• What are the deadlines?
• Who owns the website when its complete?
• Understand the procedures and/or pricing for website maintenance.
54
Using Website Templates
• Website Templates are ready-made web designs, which can be used as the basis for a fast and high-quality Website.
• They are completely customizable, can be personalized with any content, and can be built-out to suit the needs of your business.
• Website Templates can be purchased in HTML format or for any number of different development platforms, including proprietary development applications.
55
Content Management System (CMS)
A Content Management System (CMS) is a software application that allows
publishing, editing and modifying of website content, as well as maintenance
from a central interface. A CMS manages workflow in a collaborative
environment, so many content creators can work simultaneously on the
same website. Websites built with a CMS allow non-technical users to make
updates and manage their website with minimal training.
WordPress
Drupal
Joomla
56
CMS Functionality
User Management
Business Intelligence
Collaboration
Multiple Portals
Internal Search
Security/Storage/Access
Multi-Media
Online Communication
Workplace/Groups/Forums
57
Alameda County SBDC Website Help Content:
“Options for Building and Hosting a Website” – Overview: http://acsbdc.org/technology-topics/website-hosting – Discusses approximate pricing and the functionality
available with each hosting/development option. Topics Include:
• Large Web Hosting (“Do it yourself Website Design”) • Local Web Hosting (“Using a smaller Hosting Company”) • Website Templates (“Using Premade Design Templates”) • Professional Design (“Hiring a Website Designer/Developer”)
Building and Hosting a Website
58
The minimum cost option to go online:
“Do It Your Self Web Design”
Domain Name Registration $0 -- 40 Year
Hosting (Server) $5 -- 50 Month*
Online Web Builder $0 -- 30 Month
* NOTE: Hosting Costs for E-Commerce
Websites are more than twice those of static
websites (i.e. $20 -- 300 per Month) and will
also include a Transaction Fee of 0.5 - 1.5%
and an E-Payment Fee of 1.5 – 5.5%.
Website Development Costs
59
Website Development/Hosting Options
Development
Option
Examples Typical
Website Host
Recurring
Costs
Nominal Fixed
Costs
Self-built: Online
Proprietary Tools or
CMS System
Yahoo SiteBuilder,
Wix, WordPress CMS
Large (National)
ISP
“See Below”
• Setup Fee: $0-50
• Online Web Builder:
$0-30
Self-built: Specialty
Application Package
MS FrontPage, Coffee
Cup, Dreamweaver
Local ISP “See Below” • Web Design
Application: $200-500
Buy Website
Template
Template Monster,
etc.
Large (National)
or Local ISP
“See Below”
• Website Template: $0-
300
Customize a
Website Template
Buy Template & Hire
Design Firm!
Local ISP “See Below”
• Web Template: $0-300
• Design Upgrade:
$1000 or More
Professional Design
& Build
Hire Design Firm! Local ISP “See Below”
• Website Design &
Build: $5000 or More
Website Recurring Costs:
• Hosting:$5-50/month
• Domain Registration-Renewal:
$0-40/year
E-Commerce Website Recurring Costs:
• Hosting:$20-300/month
• Domain Registration-Renewal: $0-40/year
• E-Payment Fee 1.5-5% & Transaction Fee 0.5-1.5%
60
Website Development Options versus Budget Budget Marketing Website E-Commerce Website
Less than $250 • Self-built: Online Proprietary Tools
or CMS System
• No Options!
$250 to $500 • Self-built Online + Custom
Graphics
• Website Template
• Self-built Desktop Application
• Self-built Online
$500 to $2000
• Customized Website Template
• Self-built Desktop Application +
Custom Graphics
•Self-built Online + Custom
Graphics
•Website Template
• Self-built Desktop Application
$2000 to $5000 • Professionally Built Website •Customized Website Template
• Self-built Desktop Application +
custom graphics
$5000 to $10,000 • All Options! • Professionally Built Website
$10,000 and up • All Options!
5. Website Security, Monitoring &
Performance Assessment
62
Secure Socket Layer (SSL) is a security protocol developed by Netscape Communications. • Encryption Protocols ensure that
Website/User Communication is completely secure • SSL is required for processing E-Commerce Transactions • SSL can also help protect user information (password, email, street address, etc.) • Transport Layer Security (TLS) is the next generation security protocol
Internet Communication Security
63
Malware, Hackers & Spam
Prepare for Malware and Hackers by: • Making regular backups of Website Content,
Media and Files
• Utilize Anti-virus and Anti-malware Applications
• Deploy Authentication Software (e.g. VeriSign, iisPROTECT, etc.)
Reduce SPAM by: • Using Capcha,
• Displaying email address as an image or in plain text {e.g. David (at) Website}
• Avoiding promotional opt-ins (every one could feed several email lists)
• Paying for "Domain Privacy" with Domain Registration
64
Recommendation:
Use a site monitoring tool
to report on site behaviors
and alert you when
problems arise.
Website Monitoring Services
65
Google Search Console: Web Monitor
Google Search Console provides detailed information about a Website's visibility on Google. It helps identify and diagnose problems, discover link and query traffic and share information.
Free Monitoring Tool: Google Webmaster Tools Overview: http://acsbdc.org/technology-topics/Google-search-console Registration: http://www.google.com/webmasters/tools/
66
Search Console: Site Messages & Errors Site Messages: Provides Notification of Website Outages and Errors
Site Errors: Provides Notification of Broken Links and Page Errors
67
Google Analytics: Web Performance
Google Analytics provides rich insights into website traffic and marketing effectiveness. It provides data on visitors, page views, etc. to gauge traffic and trends and, helps evaluate effectiveness of advertising campaigns.
Free Performance Assessment Tool: Google Analytics Information & Registration: http://www.google.com/analytics/
68
Google Analytics: Visitor Information
Visitor Demographics: Language, Country & City
Google Analytics provides detailed visitors information, including: Visitor Demographics and System/Mobile System Information.
Visitor System: Browser, Operating System & Service Provider
69
Google Analytics: Page Traffic Google Analytics Page Traffic provides detailed page-level measurements
that allow content to be upgraded and optimized.
6. Website Content & Navigation
71
Controlling the Navigation
REMEMBER: People can enter a
Website through any page, not
just the homepage
Bear in mind what people expect from good website
navigation: primary navigation (most important links,
categories, etc.), secondary navigation (secondary links,
subcategories, etc.), location of navigation bar, link titles,
number of links per page, etc.
Keep in mind the “fewer clicks → better website"
concept when designing website navigation.
72
• Rule Number One: “Evaluate Everything from Customer’s Perspective”
Consider what your customer (the Website user) wants and needs, and any suggestion, tip or guideline needs to be evaluated in this context
• User Psychology First Visit: “Have just a few seconds to make a good impression!”
• The page must load quickly, and the user should be presented with information that can be scanned quickly (e.g. bullet points not paragraphs).
• Graphics and animations should be used sparingly • Landing Page must be relevant to the advertisement that they just clicked, not
your homepage or a generalized welcome page
Regular User: “The focus now needs to be on getting the user what they want as quickly as possible!”
• A logically organized website hierarchy is critical • Navigation elements need to be consistent across the entire Website so that
the targeted page can be reached with a minimum of effort and thought • Complicated user scenarios should be timed with a stopwatch to be sure that
you are not testing the patience of your users
Website Guidelines: User Psychology
73
Website Design Tools
WHY: Manage Complex Designs & Evaluate Alternatives 1. Complicated or non-standard User Functionality
2. Visualize Page Layout before the Website is built
3. Specify hierarchical organization of the Web pages for large/complex Websites
HOW: Three Primary Website Design Tools
1. Document Transactional Scenarios or “User Functionality” (e.g.
buying, selling, creating a listing, etc.) with Process Flow Diagrams
2. Use Wireframe Diagrams to illustrate the layout of individual pages
3. A Site Map will list all Website pages and specify their hierarchical
organization
74
Website Site Map Site diagrams are used
to plan the broad scope of a site and details of where each piece of content, navigation, or interactive functionality will appear.
The Site Map identifies and lists all of the pages in the Website, shows the organizational hierarchy of these pages and specifies user navigation throughout the Website.
75
Webpage Wireframe Diagrams
A Wireframe Diagram illustrates the layout of content on a web page. It identifies the layout, navigation and functionality of each key web page.
76
Process Flow Diagrams The functional processes of a Website (such as buying,
selling, or creating a listing) can be documented via process flow diagrams which specify the sequence of steps in addition to identifying decision points and criteria.
77
Website Legal Compliance Content
Depending on the nature and purpose of the Website, regulatory and legal compliance issues may necessitate the inclusion of certain disclaimers or statements of use, including:
• Terms of Use (Registered and Unregistered Users)
• Privacy Policy (User Data Collected)
• Disclaimers: Forums, Email
• Opt-in / Opt-Out
• Mailing Lists / Newsletter
78
Content Is King!
Web content is the
textual, visual or audio
content that is
encountered as part of the
user experience on
websites.
79
Customer Analysis Before writing or rewriting website
content, make sure you have a current Customer Analysis
A Customer Analysis is a key part of every Marketing Plan and Business Plan
A Customer Analysis identifies: customer buying criteria,
customer behavior analysis and
customer demographics
Website Content: “What do we say?”
Instructions for Creating a Customer Analysis can be found at:
http://acsbdc.org/business-topics/customer-analysis
80
Customer Analysis: “The Key to Great Website Content and Effective E-Marketing”
The Customer Buying Criteria and Behavior Analysis can be used to formulate the language (i.e. “The Sales Pitch”) appropriate for your Website Content
The Customer Demographics can then be used to identify superior marketing channels for the internet marketing campaign
Marketing Channels Customer Demographics
Behavior Analysis Customer Analysis
Buying Criteria
Website Content: “What do we say?”
Website Content
81
Common Web Myths
• Myth 1. If I build it, they will come.
• Myth 2. Making money on the Web is easy.
• Myth 3. The most important part is technology.
• Myth 4. Flash makes every website better.
• Myth 5. It’s too late to get on the Web.
82
Myths versus Reality
• REALITY: The only time-tested reliable method of driving traffic to your website is high-quality relevant content!
• Myth 3. The most important part is technology.
• REALITY: If making money on the Web was easy, everybody doing it would be rich!
• Myth 2. Making money on the Web is easy
• Myth 1: If I build it, they will come.
• REALITY: Only in the movies and if you’re Kevin Costner. Non-celebrities will need a marketing plan!
83
Myths versus Reality
• Myth 4. Flash makes every website better. • REALITY: Flash content suffers from multiple issues:
– Flash requires substantial RAM, bandwidth and disk space versus HTML and other formats
– Flash has device compatibility issues with iPhone, iPad and other platforms
– Many Search Engines have difficulty with Flash, which lowers your website’s SEO Ranking
• Myth 5. It’s too late to get on the Web.
• REALITY: It is never too late because the Web (and Internet) is dynamically changing everyday!
7. Search Engine Optimization (SEO)
Overview
85
Website Optimization
Search Engine Optimization (SEO) is the
process of improving the visibility of a website or
a web page to internet search engines.
The process of improving website performance
in general (including SEO and other aspects) is
known as Website Optimization.
86
Optimize Your Website!
Search Engine Optimization (SEO) is the
process of improving the visibility of a
website or a web page.
SEO may target different kinds of search,
including image search, local search, video
search and industry-specific vertical search
engines.*
* Source: www.en.wikipedia.org
87
Search Engine Share Rankings
comScore Explicit Core Search Share Report (Desktop Only) November 2016, Source: comScore qSearch “Explicit Core Search” excludes contextually driven searches that do not reflect specific user intent to interact with the search results. https://www.comscore.com/Insights/Rankings
November 2016 U.S. Desktop Search Engine Ranking # Core Search Entity Nov-2015 Nov-2016 Point Change
1 Google Sites 63.9% 63.7% -0.2
2 Microsoft Sites 20.9% 22.3% 1.4
3 Yahoo Sites 12.5% 11.6% -0.9
4 Ask Network 1.7% 1.4% -0.3
5 AOL, Inc. 1.0% 1.0% 0.0
88
Search Engine Relationship Chart
Bruce Clay Search Engine Relationship Chart http://www.bruceclay.com/searchenginerelationshipchart.htm
89
Search Engine Overall Share
1. Google provides Primary Search Results for itself and AOL Search Google Search = 63.9% (Google) + 1.0% (AOL) = 64.9%
2. Bing provides Primary Search Results for itself and Yahoo Bing Search = 20.9% (Bing) + 12.5% (Yahoo) = 33.4%
NOTE: Ask.com holds a 1.7% share of the overall Search Traffic
Conclusions: Google needs to be Top SEO Priority with almost two
thirds of the overall search traffic Bing/Yahoo will be the Secondary SEO Priority with
about one third of the overall search traffic
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Monitor Search Engine Performance
There are three options for monitoring the performance Search Engine Optimization (SEO) efforts:
1. Monitor Page Position on Google Search Results Page 2. PageRank Tool on the Google Toolbar (IE & Firefox) 3. Average Position of Query from the Search Analytics
Screen of Google Search Console NOTES:
Using Search Results pages and Google’s PageRank Tool may be sufficient for SEO Efforts that are limited in scope, but access to Google’s Search Console will be essential to accurate Performance Assessment.
Enabling Google’s Search Console will require Web Server or FTP (File Transfer Protocol) Access and may not be an easy/quick task for inexperienced users.
91
SEO Performance: Search Results Screen
92
SEO Performance: Google Toolbar Google Toolbar Available for IE
and Firefox o Provides Google+, Google
Translate and other functionality directly through your browser
o Download and follow the installation instructions at:
http://toolbar.google.com
o PageRank tool provides measure of
Web Page Rank on Google (Scale
1-10)
93
SEO Performance: Google Search Console
94
Search Engine Optimization
Alameda County SBDC Website Help Content: “Search Engine Optimization” SEO Overview: http://acsbdc.org/technology-topics/seo
TOPICS INCLUDE: • How Search Engines Work • Techniques for Optimizing Websites • Keyword Density SEO • "Free" Website Optimization Tools • Google Analytics • Google Search Console (f.k.a. Webmaster Tools)
95
Search Engine Optimization Tactics
Search Engine Optimization (SEO) tactics (or techniques) which most Webmasters should consider implementing, listed in order of the easiest to implement are:
1. (Web) Page Titles and Page Descriptions 2. Image Names and ALT Descriptions for Images 3. Text-based Content and Links, instead of rich
media (e.g. Flash) 4. Keywords in Domain Name and Page Links 5. Keyword Density of (Web) Page Content 6. High Quality / Unique / Fresh Content 7. Inbound Links from Reputable Websites
NOTE: Please see “Techniques for Optimizing Websites” on the ACSBDC Website for more information.
96
Search Engine Optimization Strategies 1. Meta Tag Optimization
Generate Initial Keyword List (about 12) Incorporate Keywords: Page Title & Description, Image Names &
Alternative Text and Page Headings & URLs
2. Online Directories and Social Media Create Page Links, post Updates and solicit Reviews
3. Keyword Analysis and Optimization Upgrade Keyword List (about 50) Prioritize with Keyword Effectiveness Index (KEI) Analyze Keyword Density of Website Pages (and Competition?)
4. Link Building Campaigns Build Organic Links with Proactive Campaigns
NOTE: Keyword Analysis & Optimization and Link Building Campaigns was covered in
the “Website Optimization” Seminar on January 17th in Fremont (see Handouts Page of the ACSBDC Website for the slides)
8. Meta Tag Optimization (SEO Strategy #1)
98
Meta Tag Optimization 1. Generate Initial Keyword List
About 12 Keywords, including single words and combinations Brainstorm with all interested parties, use online Thesaurus for
Synonyms, if necessary. Include Company Name and Misspellings
2. Incorporate Keywords Page Titles (70 Characters) Page Descriptions (160 Characters) Image Filenames (35 Characters and Four Keywords) Alternative Text Descriptions (70 Characters) Page URLs/Filenames (35 Characters and Four Keywords) Page Headings (e.g. H1, H2, H3, Bold, etc.)
3. Measure Results Use Search Analytics (Queries) Screen of Search Console to monitor
performance for desired Keywords. Review all Queries to find additional Keywords to be included in Keyword List.
Use Google Analytics to measure overall Search Traffic
NOTE: Search Console may show increased Impressions quickly, but it may take a few weeks before Search Traffic (Clicks) show the full effects of SEO changes.
99
Example Websites: Initial Keyword List
1. MetroHound Spa (Mobile Pet Grooming; Apex, NC) metrohound, metro hound, mobile pet spa, mobile dog grooming, mobile pet grooming, mobile cat grooming, mobile pet salon, dogs, cats, puppies, pet parents, pet grooming stylist, dog groomers, raleigh nc, cary nc, apex nc, holly springs nc,
NOTES: Google SEO Documentation always emphasizes Good Writing! Consequently,
do NOT replace well written page content with something that does not read well, even if it has a higher keyword density!
Google recently changed their Search Results Page (SERP): It no longer allows for searching by location. Consequently, must include city/state as part of most keywords, especially if checking search results outside your current geography.
100
Example Websites: Initial Keyword List
2. Mexico By Hand (Handmade Mexican Arts & Crafts; Berkeley, CA)
table linens, linen napkins, table napkin, napkins linen, linen table, woven napkins, table linen napkins, handmade Mexican folk art, fine crafts, Michoacán Mexico, Patzcuaro, Turícuaro
NOTES: If you have a well established website and access to the Keyword Planning Tool
of Google AdWords, you can prioritize keywords using the monthly search volumes
Mexico By Hand (Handmade Mexican Arts & Crafts; Berkeley, CA)
table linens {18,100}, linen napkins {5400}, table napkin {4400}, linen table {390}, napkins linen {140}, table linen napkins {70}, woven napkins {40}, handmade Mexican folk art, fine crafts, Michoacán Mexico, Patzcuaro, Turícuaro
101
Optimize Website Page Title
RULES: Website Page Titles should be 70 characters or fewer (do NOT repeat keywords). It should also be well written phrase:
Homepage Title from Mobile Pet Spa Website: http://metrohoundspa.com/ BEFORE: “MetroHound Spa” {14 characters}
OPTIMIZED: “MetroHound Spa | Mobile Pet Grooming for Dogs and Cats” {54 characters}
102
Optimize Website Page Title #2
RULES: Website Page Titles should be 70 characters or fewer (do NOT repeat keywords). It should also be well written phrase:
Title: Table Linens Page from Mexico by Hand Website: https://mexico-by-hand.myshopify.com/collections/table-linens BEFORE: “TABLE LINENS - Mexico By Hand” {29 characters}
OPTIMIZED: “Table Linens | Mexico By Hand quality Mexican
folk art and fine crafts” {70 characters} NOTES: Use a Pipe “|” to separate text because a Dash is a
special character in HTML. Include more keywords up to the 70-character limit.
103
Optimize Website Page Description GUIDELINES : Website Page Descriptions should be 160
characters or shorter (repeat keywords only once). It should also be an accurate description and, a well written sentence or phrases:
Homepage Title from Mobile Pet Spa Website: http://metrohoundspa.com/ BEFORE: None {0 characters}
OPTIMIZED: “MetroHound Spa provides mobile pet grooming services for dogs and cats in Apex, Cary, Morristown, Holly Springs and surrounding communities in North Carolina.” {158 characters}
104
Optimize Website Page Description #2
GUIDELINES: Website Page Descriptions should be 160 characters or shorter (repeat keywords only once). It should also be an accurate description and, a well written sentence or phrases:
Description: Table Linens Page from Mexico by Hand Website: https://mexico-by-hand.myshopify.com/collections/table-linens
BEFORE: “Beautiful table linens for your dining room & handwoven tablecloths and napkin sets from Patzcuaro, individual napkins woven on a back-strap loom by indigenous women.” {160 characters}
NOTES: Reasonably good Description, but can use a Comma to separate phrases, because an Ampersand is a special character in HTML. Rearrange word order to match high volume keywords (e.g. table linens {18,100}, table napkin {4,400} and woven napkins {40})
OPTIMIZED: “B2B Funding Now in Oakland provides factoring cash flow
solutions (invoice factoring, accounts receivable and P. O. funding, etc.) in California and nationwide! ” {160 characters}
105
Optimize Image Name & Description GUIDELINES: Website Image Filename should be 35
characters or less and, contain four keywords or fewer. It should also be an accurate name:
(e.g. Frontview-MetroHound-Spa-Van.jpg)
GUIDELINE: Website Image Alternative (Alt) Text Descriptions should be 70 characters or shorter and, contain keywords. It should also be an accurate description and, a well written sentence or phrases:
(e.g. “Front View, MetroHound Mobile Pet Spa Van for dogs and cats”)
106
Optimize Image Name & Description #1 Original File
Name
Original Alt
Description
New File Name New Alt Description
logoFull.png None Logo-Full-
MetroHound-
Spa.jpg {25}
Full-sized Logo, MetroHound Spa,
mobile pet grooming for dogs and cats
{70}
logoSmall.png None Logo-Small-
MetroHound-
Spa.png {26}
Small Logo, MetroHound Spa, mobile
pet grooming for dogs and cats {65}
jess.png None Jessica-Reed-
Stylist.jpg {21}
Jessica Reed, Pet Grooming Stylist,
MetroHound Mobile Pet Spa {61}
kristen.png None Kristen-Clyburn-
Stylist.jpg {23}
Kristen Clyburn, Pet Grooming Stylist,
MetroHound Mobile Pet Spa {64}
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Optimize Image Name & Description #2
Original File
Name
Original Alt
Description
New File Name New Alt Description
katie.png None Katie-McMillan-
Manager.jpg {22}
Katie McMillan, Manager,
MetroHound Mobile Pet Spa {51}
13s.png None Frontview-
MetroHound-Spa-
Van.jpg {28}
Front View, MetroHound Mobile Pet
Spa Van for dogs and cats {60}
9s.png None Backview-
MetroHound-Spa-
Van.jpg {27}
Back View, MetroHound Mobile Pet
Spa Van for dogs and cats {59}
6s.png None Sideview-
MetroHound-Spa-
Van.jpg {27}
Side View, MetroHound Mobile Pet
Spa Van for dogs and cats {58}
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Optimize Page URLs and Headings GUIDELINE: Include keywords in Page URLs, Headings (e.g.
H1, H2, Bold, etc.) and Attachments (e.g. Application Forms).
EXAMPLE: MetroHound Navigation Menu Original Navigation Menu Headings were: Why, Packages, Cats, Team,
Spas, Contact. Changed “Packages” to the keyword “Dogs”
EXAMPLE: MetroHound Home Screen Original
Website did not include service area description. Add major cities above the page fold
109
Optimize Image Name & Description GUIDELINES: Website Image Filename should be 35 characters or less and, contain four keywords or fewer. It should also be an accurate name: BEFORE: “Handmade-Woven-Cotton-Tablecloth-Patzcuaro-
T501M_large.jpg” {54 characters}
NOTES: Combine “handmade” and “woven” into “handwoven” and reduce image size labels to a single character or less. And remember that 35 Characters is a Guideline, not a hard and fast Rule.
OPTIMIZED: “handwoven-cotton-tablecloth-Patzcuaro-T501M.jpg” {43 characters}
110
Optimize Image Name & Description
GUIDELINE: Website Image Alternative (Alt) Text Descriptions should be 70 characters or shorter and, contain keywords. It should also be an accurate description and, a well written sentence or phrases:
BEFORE: “Handwoven tablecloth from Patzcuaro {36 characters}
NOTES: Too Short! Add characters up to the guideline. And remember that 70 Characters is a Guideline, not a hard and fast Rule.
OPTIMIZED: “Multicolored, machine washable woven tablecloth handmade in Patzcuaro, Mexico ” {77 characters}
111
Optimize Image Name & Description Example 3 Original File Name Original Alt
Description
New File Name New Alt Description
logo.png {4} Mexico By Hand
{15}
mexico-by-hand-
logo.png {19}
Mexico By Hand: Quality
handmade Mexican folk art
and fine crafts {65}
Handwoven-Cotton-
Napkin-Patzcuaro-
T504S_large.jpg {45}
Handwoven
cotton napkin
from Patzcuaro-
serape {46}
handwoven-
cotton-table-
napkins-
T504S.jpg {36}
Serape-colored, handwoven
cotton table napkin set from
Patzcuaro, Mexico {72}
Handwoven-
Indigenous-Napkin-
Cotton-T010_large.jpg
{45}
Handwoven
cotton napkins
from Turicuaro,
Michoacán {50}
handwoven-
cotton-table-
napkin-T010.jpg
{34}
Individual handwoven cotton
table napkins from Turicuaro,
Michoacán {68}
embroidered-pillow-
Patzcuaro-
whiteB_large.jpg {41}
The Art of
Embroidered
Stories {31}
embroidered-
pillow-Patzcuaro-
whiteB.jpg {35}
Blog Post: The Art of
Embroidered Stories from the
Michoacán state of Mexico
{76}
9. Social Media and Online Directories (SEO Strategy #2)
Social Media & Online Directories
GOALS: Engage Customers, establish an
Online Presence and provide Fresh Content
Build Loyalty & Engage Customers
Provide Company Information (e.g. Store Hours)
Easy way to supply Fresh Content
Source of Backlinks to Website
113
Common Social Media Platforms
“Also, special content Blogs or anywhere YOUR customers congregate!”
114
Social Media Platforms
115
Example: Facebook About Page
Add Contact Information
& Website Backlink
Store Hours
Personalize Content
Online Directories
Online Directories and Review Sites for retail and service based businesses – Google My Business* (f.k.a. Google Plus Local or Places)
– Yahoo Local
– Yelp!
– Angie’s List
*NOTE: Google rebranded “Google Places” and “Google Plus Local” as “Google My
Business”
116
10. Business Case for E-Commerce
118
Electronic Commerce Defined
What is Electronic Commerce?
Electronic Commerce (also called Internet Commerce, Online Sales, E-commerce (or eCommerce) is the buying and selling of products or services over the Internet and/or computer networks. It also includes the entire process of developing, marketing, selling, delivering, servicing and paying for products online.
Business versus Consumer Electronic Commerce
– Electronic commerce between businesses is called business-to-business or B2B
– Electronic commerce between businesses and consumers is called business-to-consumer or B2C
119
SOURCE: “Retail E-Commerce Sales Report”, 3rd Quarter 2016, U.S. Department
of Commerce, November 17, 2016
U.S. E-Commerce percent of Retail Sales
3rd Quarter 2016:
• $108.2 billion
eCommerce Sales
• $1.25 trillion Total
Retail Sales
• eCommerce 8.7%
of Total Retail Sales
Other Notes (from 4th Quarter 2006 to 3rdth Quarter 2016):
[1] E-Commerce percentage of Total Retail Sales increased from 3.5 to 8.7%
[2] Unadjusted E-Commerce Retails sales grown from $35.2 B to $108.2 B
12
0
SOURCE: U.S. Department
of Commerce Website
Annual E-Commerce & Total Retail Sales
Observations (from 2000 thru 2015):
[1] Total Retail Sales has grown from $3.0 T to $4.7 T (~50% growth)
[2] E-Commerce Sales has grown from $27.6 B to $343 B (~1000% growth)
[3] Total Retail Sales Declined in 2008 & 2009, whereas E-Commerce Sales have
increased every year since 2000 (E-Commerce Sales experienced no Recession!)
2015:
•$4.708 trillion Total
Retail Sales
• $343 billion
eCommerce Sales
12
1
Nordstrom.com: Integrated E-Commerce
"Nordstrom Links Online Inventory to Real World" by
Stephanie Clifford, The New York Times, August 23, 2010
In September 2009, Nordstrom made Inventory from all 115 regular stores available online
Shoppers could reserve items for pickup at the retail location or have it shipped directly to them
122
Nordstrom.com: Integrated E-Commerce
Performance Improvements Observed:
– Same-store Sales up 8% (11 months since the
change) versus down 12% (11 months prior to
the change)
– Percentage of Customers who bought
merchandise after searching for an item doubled
– Close-out Items sold for full price on the Website
versus taking a large markdown in the Store
– Multichannel Shoppers spend four times (on
average) what a single channel shopper spends
123
The Business Case for E-Commerce Advantages of adding E-Commerce:
E-Commerce growing faster than Retail in general
Adding E-Commerce to Brick-n-mortar Retail will increase
Inventory Turns, which will improve financial performance
and decrease product obsolescence
Adding E-Commerce to Brick-n-mortar Retail could help
attract Multichannel Shoppers
Product/Service would be available to a global customer
base 24 hours/day and 7 days/week
Cautions: In general, E-Commerce retailers can NOT compete on
Price alone!
If not planned correctly, operational challenges could
impact performance of Brick-n-mortar operations
11. Fundamentals of E-Commerce
125
“Internet Commerce, Electronic Commerce,
eCommerce or E-Commerce consists of
buying and selling products or services via
the Internet and/or computer networks.”
Commerce on the Internet
126
• Product Information • Product Photos (sized for website: 100-300 KB each) • Product Descriptions • Product Prices & Discounts
• Supporting Information: • Shipping Details (size, weight, etc.) • Warranties, Guarantees and other Product Documentation • Return Policy • Cross-sell/Up-sell Recommendations?
• General Website Content • Company Information • Blog Content
Information You Need …
Do NOT start building Website until 50% of Content is Ready!
127
Basic Product Display
Computer-generated product display: photo, name, price …
(Boring! No descriptions, no branding messages, no calls to action!)
128
Basic E-Payment Transaction
Customer Online
Store
Shopping
Cart
Payment
Processor
Gateway
Merchant
Bank
Credit Card
Institution
Issuing
Bank
Customer Shopping
Cart Customer
Credit Card
Holder’s Bank
E-Commerce
Vendor’s Bank
129
Basic Order Fulfillment
Customer Delivery
Service
Sales
Order
Independent
Fulfillment
Center
Company
Warehouse
Key Question: Will you outsource fulfillment?
130
E-Commerce Customer Conversion
The acquisition and conversion of E-Commerce Customers
is a complex process involving many stages of evolution.
Visitors [1] First-time Visitors are driven to the Web
Store via, Keyword Advertising, Organic
Search or other means.
[2] As these visitors become more interested
in the company/product they may browse the
product catalog or research the company.
Shoppers
[3] Once these Shoppers purchase a product
they become Customers. Customers
[4] Customers can be converted to Regular
Customers by providing a valuable product/service,
good after-sales service and building loyalty through
Social Media or other means.
Regular Customers
131
E-Commerce Customer Conversion
“In converting E-Commerce Customers many of the
original website Visitors are lost”
1,000 Visitors
100 Shoppers
[1] Some website visitors may only spend 5-10
seconds on the website. The website must
present a message worth investigating.
10 Customers
[2] Many visitors curious enough to Shop may
never purchase anything, Customers are won
over with a compelling value proposition.
One Regular Customer
[3] New Customers must not only be
impressed with the product/service, they must
be nurtured through E-Mail Marketing, Social
Media or other methods. Only 0.1% of Visitors
may be converted to Regular Customers!
132
Understanding E-Commerce Profitability
“The importance of Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC).”
Customer Lifetime Value (CLV) Customer Lifetime Value (CLV) or User Lifetime Value (LTV) is a prediction of the net profit attributed to the entire future relationship with a customer. The purpose of the customer lifetime value metric is to assess the financial value of each customer. Customer lifetime value (CLV) is calculated as the present value of the future cash flows attributed to the customer during his/her entire relationship with the company. {SOURCE: Wikipedia}
Customer Acquisition Cost (CAC) Customer Acquisition Cost (CAC) is the total cost of acquiring a customer. It calculates the resources that a business must allocate (financial or otherwise) in order to acquire an additional customer. It plays a major role in calculating the value of the customer to the company and the resulting return on investment (ROI) of acquisition. {SOURCE: Wikipedia}
133
Understanding E-Commerce Profitability
E-Commerce Profitability: CLV > CAC
This results in two E-Commerce Marketing Goals: [1] Increase Customer Lifetime Value (CLV) Use Marketing Techniques (e.g. E-Mail Marketing, Social Media, etc.) to increase the value of customers (i.e. revenue from each customer).
[2] Decrease Customer Acquisition Cost (CAC) Use Marketing Techniques (e.g. Search Engine Optimization, Social Media, etc.) to reduce the cost of acquiring customers.
12. E-Commerce Solutions
135
E-Commerce Solution Types
• Website: Locally installed & hosted
• Custom Built Website that includes:
Server, Website & Software
• Web-based Services
• Online Marketplaces
• Online Store Builders
• Online Stores
• Online Payment Processor (& Mobile?)
136
E-Commerce Solution Components
Website (internet domain, host, etc.)
Shopping Cart
Payment Processor
Policy Statements
Business Information
Online Catalog (pictures, pricing, etc.)
137
Online Store Solutions
Online Marketplace
Online Auction
Online Merchant Service
Online Retail Store
Online Payment Processor (& Mobile?)
138
Online Marketplace
Online Marketplace: A website that sells
your products as well as many others
Examples:
• Amazon (everything!)
• E-Bay (online auctions)
• StubHub (tickets)
139
Amazon Marketplace
Sell directly on the product detail page where
Amazon.com sells the same item new.
Listing is free, you only pay a fee if you sell. Product
categories include:
Books Music
Video DVD
Video Games Electronics
Office Products Tools & Hardware
Kitchen & Housewares Outdoor Living
Sports & Outdoors Musical Instruments
140
Amazon Marketplace
141
Online Auction
An online auction is an auction which is held
over the internet; they break down and remove
the physical limitations of traditional auctions
such as geography, presence, time, space, and
a small target audience.
Examples:
• eBay
• OnlineAuction.com
• eBid
142
eBay Online Auction Site
143
Online Merchant Service
An online service that allows you to set up an
online store to sell your products
Examples:
• Shopify.com
• Yahoo Stores
• Volusion
• eBay Stores
144
Yahoo Stores: Cost
145
Fees for eBay Stores
146
Issues with “Stores”
Benefits:
• All in one solution
• Wide array of design templates
Drawbacks:
• May limit customization & branding
• Takes time to learn the store builder
147
Online Retail Store
A branded website that is built and
“owned” by a company and sells only its
lines of selected products
Examples:
• Target.com
• Macys.com
• <YourDomainName.com>
148
Example: Target.com
149
Build versus Buy & Customize
• Options: • Buy a product, adapt your business processes
• Build a custom solution to conform to your business processes
• Hybrid: buy and customize
• Risks: • Custom development is very expensive!
Rarely on time and under-budget.
• Who will support your custom solution?
• If you over-customize a commercial product, what will happen when a new version is released?
13. E-Payment Processors & Mobile
Payments
151
E-Payment Processors
What is an E-Payment Processor:
Companies that process credit card transactions.
Systems that accept credit card information from
the customer and transfer funds to your merchant
account.
152
Typical E-Payment Services
Shopping Cart
Online Credit Card Processing
Virtual Terminal
Merchant (Credit Card) Account
Gateway
Checks by Web, Phone and Fax
153
Basic E-Payment Transaction
Customer Online
Store
Shopping
Cart
Payment
Processor
Gateway
Merchant
Bank
Credit Card
Institution
Issuing
Bank
Customer Shopping
Cart Customer
154
Typical Fees
Service Fee (e.g. $30/month)
Gateway Fee (e.g. $20/month)
Transaction Fees:
[1] 2.5% to +5.5% “Commission”
[2] 15¢ (or more) per transaction “Flat Fee”
Return Fees
Reporting Fees
155
Typical Payment Processors
156
2Checkout – Features
157
2Checkout Cost (~ April 2011)
5.5% is Very pricey! plus 45 cents!
158
2Checkout Costs (Today)
(1) Rate has dropped 5.5% to 2.9%
(2) Fee has dropped $0.45 to $0.30
(3) Discount Pricing for
Larger Volumes!
159
Payment Processor Pricing
If you use an E-Payment Processor or Mobile
Payment Solution, you must re-check your
pricing every 12 Months!
160
Mobile Payment Solutions
Process credit card transactions at remote locations (and
provide other payment processor functionality).
Examples:
(1) Square Mobile POS Systems
https://squareup.com/sell-anywhere
(2) VeriFone – GlobalBay Merchant {formerly VeriFone SAIL}
http://www.globalbaymerchant.com/
(3) Intuit GoPayment
https://payments.intuit.com/mobile-credit-card-processing/
161
Mobile Payments Square
162
Square - Costs
14. Practical Examples
164
Practical Examples -- Content
Review Example Websites Other?
Example Websites
166
Evaluate Audience Websites
Evaluation Criteria
1.Ten Second Rule?
2.Navigation & Architecture?
3.Customer Focus?
4.Look & Feel?
5.Establish Trust, other?
15. Summary & Conclusion
168
Course Review
Domain names and registrars
Web hosting: find a home for your website
Activate Your Email Account – Use it
Explore the backend of your website
Monitor Statistics
Stay in Legal Compliance
Search Engine Optimization (SEO)
E-Commerce Fundamentals
Types of E-Commerce Solutions
E-Payment Solutions
169
Post-training Evaluation
• Thank you for attending this seminar!
THANKS EVERYONE
Seminar Resources, References
and Homework
Outside Resources
ed2go Online Courses
Utilize link on ACSBDC Website to get $40 Savings on
Online Courses ($100 versus $140):
http://acsbdc.org/onlineseminars
1. SEO CLASS: “Achieving Top Search Engine Positions”
2. ONLINE MARKETING CLASS: “Marketing Your
Business on the Internet”
172
173
Optional Web Dev Homework Optional (Suggested) Website Development Homework 1. Google Search Console
If you have not done so already, register for Google’s Webmaster Tools by following
the instructions at:
http://www.google.com/webmasters/tools/
Next, read the overview on the Alameda County SBDC (ACSBDC) Website at:
http://acsbdc.org/technology-topics/Google-search-console
2. Google Analytics
If you have not done so already, register for Google’s Analytics by following the
instructions at:
http://www.google.com/analytics/
3 "Intro to Webmaster Academy" Google Search Console Help
Each of the three modules will require about an hour to finish. Ideally, anyone looking
to do SEO or hire an SEO Consultant should know all of this information first.
https://support.google.com/webmasters/answer/6023933
174
Optional Web Dev Homework (continued)
4. Customer Analysis
Update or create a initial customer (marketing) analysis. This will be part of
your Business Plan or Marketing Plan, if you have done one of these. Follow
the instructions on the “Customer Analysis for Marketing” page of the Alameda
County SBDC Website:
http://acsbdc.org/business-topics/customer-analysis
5. Search Engine Optimization (SEO)
Read the SEO content on the ACSBDC Website starting with “Introduction to
Search Engine Optimization” at:
http://acsbdc.org/technology-topics/seo
Then when you feel comfortable with SEO in general, create a table of Page
Titles & Descriptions for each of your website pages with columns for both the
current and the revised versions. Next, create a table of Image Filenames and
Alt Descriptions for each of your website images with columns for both the
current and the revised versions.
175
Optional E-Commerce Homework
Optional E-Commerce Homework 1. Please spend fifteen (15) minutes making a list of ways you believe that
E-Commerce can either save time, money or both prior to attending the live webinar. Please Note: Participants will be asked to provide one or two of their answers during the webinar.
2. Please spend fifteen (15) minutes reviewing "How E-Commerce Works" topic on the How Stuff Works Website:
http://money.howstuffworks.com/ecommerce.htm
3. Please spend fifteen (15) minutes reviewing the NoChex Live Demo store at:
www.ukgadgetsrus.com
4. Please spend fifteen (15) minutes reviewing "How to Choose an Online Payment Processor" topic on the eHow Website:
www.ehow.com/how_2034858_choose-paymentprocessor.html
176
Optional E-Commerce Homework (continued)
Optional E-Commerce Homework
5. Please spend thirty (30) minutes reviewing a couple of the websites listed below. Attempt to identify a unique feature that helps at least one of these E-Commerce Websites to better connect with or serve their online customers:
• Amazon: www.amazon.com
• Alpine Exposures: www.alpineexposures.com
• Blurb: www.blurb.com
• Iron Planet: www.ironplanet.com
• Printfection: www.printfection.com
• StubHub: www.stubhub.com
• Zappos: www.zappos.com
• Zazzle: www.zazzle.com
177
References – 1 of 3
Description: Web Address:
2Checkout.com http://www.2checkout.com
Sell on Amazon http://services.amazon.com/selling/benefits.htm
Alpine Exposures
(Shopify Store Example)
http://www.alpineexposures.com
Authorize.Net http://www.authorize.net
Blurb http://www.blurb.com
FedEx http://www.fedex.com
Google Checkout http://checkout.google.com
Intuit http://www.intuit.com
178
References – 2 of 3
Description: Web Address:
Iron Planet http://www.ironplanet.com
Nochex http://www.nochex.com/
PayPal http://www.paypal.com
Printfection http://www.printfection.com
ProStores http://www.prostores.com
Retropolis Travel Bureau
(Zazzle Example)
http://www.zazzle.com/retropolis_travel
Scootertronics
(Yahoo Store Example)
http://www.scootertronics.com/
Shopify http://www.shopify.com
Stamps.com http://www.stamps.com
179
References – 3 of 3
Description: Web Address:
StubHub http://www.stubhub.com
UPS http://www.ups.com
Volusion http://www.volusion.com
Yahoo Stores http://smallbusiness.yahoo.com/ecommerce
Zappos http://www.zappos.com
Zazzle http://www.zazzle.com
