Tài liệu Module 10: Summing It All Up docx

Contents Overview 1 Planning an E-Commerce Web Site 2 Sequence of Use of bCentral Services 4 Module 10: Summing It All Up... The module reviews the entire course, from considerations

Contents

Overview 1

Planning an E-Commerce Web Site 2

Sequence of Use of bCentral Services 4

Module 10: Summing It All Up

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Development Lead: P.M Murali (NIIT)

Instructional Designers: Sangeeta Nair (NIIT), Vijayalakshmi Narayanaswamy, (NIIT)

Technical Contributors: Scott Swigart (3 Leaf Solutions, LLC); Gary Gumbiner (Great Barrier Technologies)

Program Manager: Steve Merrill

Graphic Artist: Scott Serna

Editing Manager: Lynette Skinner

Editor: Dennis Rea

Copy Editor: Ed Casper (S&T Consulting)

Publications Manager: Miracle Davis

Test Manager: Eric Myers

CD Build Specialist: Jenny Boe; Eric Wagoner

Production Coordinator: Marlene Lambert (Online Training Solutions, Inc.); Susie Bayers (Online Training Solutions, Inc.)

Manufacturing Manager: Bo Galford

Manufacturing Support: Laura King

General Manager: Robert Stewart

Instructor Notes

This module provides students with a summary of the information they learned

in the earlier modules, focusing on tips and do’s and don’ts for the various phases of Web site creation The module reviews the entire course, from considerations for the preliminary phase of Web site creation, to reiterating the steps involved in building an e-commerce Web site by using the Microsoft®

bCentral™ services, to site promotion tips

After completing this module, students will be able to:

! Identify the various activities that should be considered before starting work

on an e-commerce Web site

! Describe the sequence to follow when using the various bCentral services to create an e-commerce Web site

! Identify the steps involved in creating an e-commerce Web site

! Describe the procedure for designing an effective navigation system for an e-commerce Web site

! Identify the steps involved in promoting a Web site by using the site promotion services in bCentral

Materials and Preparation

Required Materials

To teach this module, you need the following materials:

! Microsoft PowerPoint® file 1933A_10.ppt

! Module 10, “Summing It All Up”

Preparation Tasks

To prepare for this module, you should:

! Read all of the materials for this module

! Become familiar with the www.bCentral.com Web site

Presentation:

30 Minutes

Lab:

00 Minutes

Module Strategy

Use the following strategies to present this module:

! Planning an E-Commerce Web Site Explain the basic ground rules that are essential for planning an e-commerce Web site

! Sequence of Use of bCentral Services Review the recommended sequence of steps to follow when using bCentral services to create and promote an e-commerce Web site

! Site Creation Phase Briefly describe the different kinds of Web pages that should be included in

an e-commerce Web site Stress the importance of designing a proper navigation system by using the points in the relevant subtopic

! Site Promotion Tips Explain the utility of each bCentral promotional service mentioned in the module by using the provided list of tips and do’s and don’ts Briefly discuss alternative methods of promoting an e-commerce Web site

Overview

! Planning an E-Commerce Web Site

! Sequence of Use of bCentral Services

! Site Creation Phase

! Site Promotion Tips

Building an e-commerce Web site might seem like a simple task, but it is more easily said than done In fact, most Internet experts will tell you that building an online business from the ground up is as tough as creating a brick-and-mortar business Although there is no standardized formula for success in e-commerce, you can follow certain tips to ensure a better experience for your site visitor After completing this module, you will be able to:

! Identify the various activities you should consider before starting work on

an e-commerce Web site

! Describe the sequence you should follow when using the various Microsoft®

bCentral™ services to create an e-commerce Web site

! Identify the steps involved in creating an e-commerce Web site

! Describe the procedure for designing an effective navigation system for an e-commerce Web site

! Identify the steps involved in promoting a Web site by using the site promotion services in bCentral

Topic Objective

To provide an overview of

the module topics and

objectives

Lead-in

In this module, you will be

given various tips that you

can implement in the site

creation process

Planning an E-Commerce Web Site

! Establishing the ground rules

potential

You have now completed the modules in this course and learned about doing business online by using the various services offered by Microsoft bCentral You know how to use these services to create your e-commerce Web site and add various features and functionalities to your site, but it is a good idea to review what you have learned in the form of a checklist

Before starting an online business, you should ask yourself the following questions:

! Do you really need to start an online business? Is the idea financially viable?

! If you already have a brick-and-mortar business, will the returns be sufficient to cover the cost of setting up and maintaining an online business?

! Have you identified the products and/or services that have good online sales potential?

! Have you identified a target audience for your products and/or services?

! Have you determined the demographics and buying/spending habits of your target audience?

After you have resolved the above questions, you need to do the following:

! Draw up a comprehensive business plan for your online business that covers both long-term strategies and day-to-day operations, such as:

• Finances

• Employees required to maintain the site

• Physical resources and facilities, such as computers, merchant accounts with credit card companies for online order processing, and delivery systems

Topic Objective

To describe the steps

involved in the planning an

e-commerce Web site

Lead-in

Before you actually create

your e-commerce Web site,

you should reinforce your

understanding of online

businesses and the bCentral

services

! Spend a reasonable amount of time on researching and planning your Web site requirements Do not hurry through this part of the process—take meticulous care in researching all of the factors involved In the long run, you will realize that it pays to invest time in your planning phase

Microsoft bCentral makes the process of setting up an online business easier for you by handling the technical aspects of site creation and promotion, leaving the designing and business aspects to you

Sequence of Use of bCentral Services

Site Manager

Create a home page

Site Manager

Add pages &

shopping cart

FrontPage 2000

Customize your site

Banner Network

Submit your banner

SubmitIt!

Submit your site to search engines and directories

PositionAgent

Check Web site ranking

on search engines

ListBot

Contact customers through mailing lists

After you draw up a comprehensive business plan and research various aspects

of starting an online business, you are ready to create, promote, and manage your e-commerce Web site by using the services offered by Microsoft bCentral However, there is a logical sequence that should be followed when using these services The following is a list of suggestions for using the various bCentral services:

1 Use the Site Manager service to create the starting point of your Web site: the home page

2 Use the Site Manager service to add additional pages to your Web site These may include product description pages, a company information page,

an FAQ page, and a Help page

3 Use the Order Manager service to add e-commerce functionality to your Web site The Order Manager integrates all of your product pages with the shopping cart functionality, and also helps to calculate taxes and shipping charges for each order that is placed online

4 Use Microsoft FrontPage® 2000 to customize the appearance of your Web site and increase its functionality

5 Optimize your Web site for submission to search engines by creating the appropriate <META> tags, and then use the SubmitIt! service to submit your site to search engines and directories

6 Use the BannerNetwork service to submit banners to the Microsoft Link Exchange™ network This service displays banners from your Web site on sites across the Web

7 Use the ListBot service to target your site visitors and customers with e-mail messages

8 Use the ClickTrade Advertiser service to initiate or join an affiliate program

in order to drive traffic to your e-commerce Web site

9 Use the PositionAgent service to check the ranking of your Web site on different search engines on the Web

Topic Objective

To describe the steps

involved in using the various

bCentral services for site

creation and promotion

Lead-in

Before using the different

bCentral services, you

should determine the

resources required for each

service

$ Site Creation Phase

! Site Creation Checklist

! Navigation Checklist

Before creating your e-commerce Web site, ensure that:

! The site is properly targeted at the intended audience

! The site contains information that is relevant to the intended audience

! The site content is error-free—no outdated or dead URLs, no inaccurate data, no grammatical or spelling errors

! The site content is easy to read and understand

! The site is easy to navigate and its pages load quickly

! The design and appearance of the site are visually pleasing

Although the preceding points should be considered when creating any Web site, they are especially relevant to the creation of an e-commerce Web site The success of an e-commerce Web site depends mainly on two things:

! The quality of the content that is offered to site visitors

! The ease with which site visitors can navigate through the site to find what they want

Topic Objective

To describe the important

phases in the process of

creating a user-friendly Web

site

Lead-in

When creating an

e-commerce Web site, you

must pay careful attention to

the way the site is designed

in terms of structure and

navigability

Site Creation Checklist

! Home page

! Product pages

! Company information page

! FAQ and Help pages

! Legal, shipping, and miscellaneous information pages

! E-commerce functionality

An e-commerce Web site should do more than simply offer products or services

to site visitors To be successful, a site must give its customers what they want and keep them coming back to the site repeatedly In order to build customer loyalty, you must make your site as user-friendly as possible, and ensure that both the site and its products maintain a high level of quality

When creating your e-commerce Web site, keep in mind the following points:

! You should prominently display your company name and logo on the site home page, because this page will typically be the entry point for a site visitor

! You may want to add a column to your home page with links to testimonials from satisfied customers This will enhance the credibility of your Web site

to new site visitors

! You should include a company information page that displays a brief history

of your business, the products and services it offers, and short descriptions

of key company personnel If your company has a formal mission, goal, or value statement, include this information on the page as well

! You should include product description pages that display product details such as size, quantity, and price, plus a small thumbnail photograph of the product

! You may want to add a special page that contains company-related news and promotional schemes

! You should include a Help page that gives site visitors technical support in case they encounter difficulties You should also provide an e-mail address,

a postal address, and a toll-free telephone number for this purpose

! You should include a page that contains a list of the questions that are most commonly asked by visitors to your site, with answers This FAQ

(Frequently Asked Questions) page will significantly reduce the number of calls for help you receive from your site visitors

Topic Objective

To list some of the pages

that may be created as part

of an e-commerce Web site

Lead-in

When you create an

e-commerce Web site, try to

make the site as complete

as possible in order to make

the experience more

satisfying for the site visitor

! You should include a page for displaying information related to legal matters, such as terms of service and copyrighted names and trademarks This page can also provide information on the method(s), costs, and estimated time for shipping products

! If you allow online ordering on your Web site, you should have a form for collecting customer billing and shipping information, including name, address, phone numbers, e-mail addresses, and general customer preferences

! You should include a facility on your site for calculating the value of the entire order, including applicable taxes and shipping charges This feature gives site visitors a clear idea of the total amount that they will be charged The site should support at least the major credit cards in order to

accommodate the largest number of customers

! In case a site visitor is not comfortable with paying by credit card, you should provide a toll-free telephone number that can be used to place orders,

or a C.O.D (cash on delivery) option that requires the customer to pay only after delivery

! You should have an order response system in place to reassure customers that their orders have been acknowledged This should be an automated e-mail response system