1. ELC 200 Day 8 9 Copyright © 2007 Pearson Education, Inc.

2. Agenda Questions? Assignment 2 Corrected Assignment 3 posted
All A’s 
Assignment 3 posted
Due Oct. 11:05 AM
assignment3.pdf
budgetTemplate.xls
Exam 1 covering chaps 1-5 will be on Thursday October 14
20 M/C, 4-5 short essay and one extra credit question
On Blackboard
Open book, open notes
80 min
Finish Discussion on Building an eCommerce Web Site

3. Possible Bonus Points Questions
History of the name “eBay”
1st item sold on eBay
1,000,000th item sold on eBay
The great lie on eBay origin
Name and origin of 
What does his name mean?
What does he look like all “grown up”?
Web Cookies
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4. Chapter 4: Building an E-commerce Web Site
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5. Learning Objectives
Explain the process that should be followed in building an e-commerce Web site.
Describe the major issues surrounding the decision to outsource site development and/or hosting.
Identify and understand the major considerations in choosing Web server and e-commerce merchant server software.
Understand the issues involved in choosing the most appropriate hardware for an e-commerce site.
Identify additional tools that can improve Web site performance.
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6. Web Site Systems Development Life Cycle
Figure 4.2, Page 209
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7. System Analysis/Planning
Business objectives:
List 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
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8. Table 4.1, Page 210
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9. Logical Design for a Simple Web Site
Figure 4.3 (a), Page 212
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10. Physical Design for a Simple Web Site
Figure 4.3 (b), Page 212
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11. Build/Host Your Own versus Outsourcing
Outsourcing: Hiring vendors to provide services involved in building site
Build own vs. outsourcing:
Build your own requires team with diverse skill set; choice of software tools; both risks and possible benefits
Host own vs. outsourcing
Hosting: Hosting company responsible for ensuring site is accessible 24/7, for monthly fee
Co-location: Firm purchases or leases Web server (with control over its operation), but server is located at vendor’s facility
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12. Choices in Building and Hosting
Figure 4.4 Page 213
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13. Testing, Implementation, and Maintenance
Unit testing
System testing
Acceptance testing
Implementation and maintenance:
Maintenance is ongoing
Maintenance costs: Parallel to development costs
Benchmarking
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14. Factors in Web Site Optimization
Figure 4.7, Page 220
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15. From $5,000 to millions of dollars/year Components of budget:
Web Site Budgets
From $5,000 to millions of dollars/year
Components of budget:
System maintenance
System development
Content design & development
Hardware
Telecommunications
Software
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16. Simple versus Multi-tiered Web Site Architecture
System architecture
Arrangement of software, machinery, and tasks in an information system needed to achieve a specific functionality
Two-tier
Web server and database server
Multi-tier
Web application servers
Backend, legacy databases
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17. Two-Tier E-commerce Architecture
Figure 4.9(a), Page 222
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18. Multi-tier E-commerce Architecture
Figure 4.9(b), Page 222
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19. © 2007 Prentice-Hall, Inc

20. Microsoft’s Internet Information Server (IIS)
Web Server Software
Apache
Leading Web server software (47% of market)
Works only with UNIX, Linux OSs
Microsoft’s Internet Information Server (IIS)
Second major Web server software (25% of market)
Windows-based
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21. Table 4.3, Page 223
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22. Site Management Tools Basic tools
Included in all Web servers
Verify that links on pages are still valid
Identify orphan files
Third-party software and services for advanced site management
Monitor customer purchases, marketing campaign effectiveness, etc.
E.g. WebTrends Analytics 9, Google Analytics
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23. Copyright © 2010 Pearson Education, Inc.

24. Dynamic Page Generation Tools
Contents of Web page stored as objects in database and fetched when needed
Common tools: CGI, ASP, JSP
Advantages
Lowers menu costs
Permits easy online market segmentation
Enables cost-free price discrimination
Enables Web content management system (WCMS)
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25. Web application servers:
Provide specific business functionality required for a Web site
Type of middleware
Isolate business applications from Web servers and databases
Single-function applications increasingly being replaced by integrated software tools that combine all functionality needed for e-commerce site
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26. Table 4.4, Page 227
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27. E-commerce Merchant Server Software
Provides basic functionality for online sales
Online catalog
List of products available on Web site
Shopping cart
Allows shoppers to set aside, review, edit selections, and then make purchase
Credit card processing
Typically works in conjunction with shopping cart
Verifies card and puts through credit to company’s account at checkout
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28. Copyright © 2010 Pearson Education, Inc.

29. Merchant Server Software Packages
Integrated environment with most or all of functionality needed
Key factors in selecting a package
Functionality
Support for different business models
Business process modeling tools
Visual site management and reporting
Performance and scalability
Connectivity to existing business systems
Compliance with standards
Global and multicultural capability
Local sales tax and shipping rules
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30. Building Your Own E-commerce Site
Options for small firms
Hosted e-commerce sites, e.g., Yahoo’s Merchant Solutions
Site building tools
E-commerce templates
Open-source merchant server software
Enables you to build truly custom site
Requires programmer with expertise, time
l=en&answer=42874
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31. Choosing the Hardware for an E-commerce Site
Hardware platform:
Underlying computing equipment that system uses to achieve e-commerce functionality
Objective:
Enough platform capacity to meet peak demand without wasting money
Important to understand the different factors that affect speed, capacity, and scalability of a site
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32. Right-Sizing Your Hardware Platform: The Demand Side
Demand is the most important factor affecting speed of site
Factors in overall demand:
Number of simultaneous users in peak periods
Nature of customer requests (user profile)
Type of content (dynamic versus static Web pages)
Required security
Number of items in inventory
Number of page requests
Speed of legacy applications
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33. Table 4.7, Page 232
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34. Degradation in Performance as Number of Users Increases—Resource Utilization
Figure 4.11 (a), Page 234
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35. Degradation in Performance as Number of Users Increases—Number of Connections
Figure 4.11 (b), Page 234
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36. Capacity of Static Page Web Servers
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37. The Relationship of Bandwidth to Hits
SOURCE: IBM, 2003.
Figure 4.13, Page 236
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38. Right-Sizing 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
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39. Table 4.8, Page 236
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40. Vertically Scaling a System
Figure 4.14, Page 237
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41. Horizontally Scaling a System
Figure 4.15, Page 238
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42. Table 4.9, Page 239
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43. Other E-Commerce 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
Keywords, page titles
Identify market niches, localize site
Expertise
Links
Search engine ads
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44. E-commerce 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.
Figure 4.16, Page 240
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45. Table 4.10, Page 241
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46. From Vincent Flander’s “Web Pages that suck” http://www
Top 20 Confessed Web Design Sins
253
Our site tries to tell you how wonderful we are as a company, but not how we're going to solve your problems.
247
We've designed our site to meet our organization's needs (more sales/contributions) rather than meeting the needs of our visitors.
136
We say "Welcome to..." on our home page.
108
It takes longer than four seconds for the man from Mars to understand what our site is about.
 98
Our site doesn't make us look like credible professionals.
 97
The man from Mars cannot quickly find the focal point of the home page.
 87
Our home page — or any page — takes more than four seconds to load.
 85
We never conduct user testing.
 82
We don't analyze our log files.
 77
Our site mixes and matches text sizes on the page.
 74
Quickly scanning the page doesn't tell our visitors much about its purpose.
 70
We don't know which design items are not necessary.
 68
We have not eliminated unnecessary design items.
 62
The man from Mars cannot quickly find the focal point of the current page.
 61
Visited links don't change color.
 58
We don't identify PDF files with an icon.
I don't know if our site looks the same in the major browsers.
 57
Our pages have too much/too little white space.
 55
Our site uses divider bars.
 54
We don 't put design elements where our visitors expect them.
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47. Good bad examples http://www.davesite.com/humor/top5/
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48. 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
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49. Personalization Tools
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:
Cookies
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50. 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
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Slide 4-50

51. What is Section 508 of the Rehabilitation Act?
Insight on Society Designing for Accessibility with Web 2.0 Class Discussion
What is Section 508 of the Rehabilitation Act?
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?
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52. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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.