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Sample About the Internet and E-Business

A Case Study About e-Business And How To Get Success

Introduction about E-business

E-business involves use of information and communication technology for the purpose of conducting business activities. E-commerce involves exchange of goods and services among businesses, individuals and groups (Davies, 2010). The electronic processes involves buying and selling of goods, supply services, customer service, payment processing, production and order control, collaboration with business partners, employee recruitment, information sharing, etc. The report aims to explain scope and environment of e-business which includes benefits and barriers associated with it and modes of communication. The work process of internet will also be explained with the help of technologies and their respective features. Part of the work also cover different types of e-business models, their capacities and scope of future development, elements of good website design and issues in website usability.

Task 1 Scope of e-business

1.1 E-business environment and business transaction types

(Source: THE E-BUSINESS MODEL)

The pace of change in e-business and internet technologies presents an enormous challenge to managers. Trade and commerce on internet is not new but still considered as evolving in a process of trial and error. The key to survive and gain success in e-business is flexibility in management (König, 2006).

In any business, the environment of organisation encompasses all factors that are beyond its control but influence its operations in one or the other way. The factors explained in figure above provide an opportunity and challenge for organizations. In order to counter these factors, the organisation is required to respond with strategies based on strong and informed decisions. The external approach of e-business to deal with factors present in external business environment should be stronger than internal approaches (Aziz and Yasin, 2004). It is because the external factors are beyond the control of business as compared with internal factors which can be managed at ease. The external factors such as competitors, technological development, industry polices and regulations are not in direct control. But factors such as sales, marketing, pricing that are components of corporate strategy are in direct control.

The activities in e-business can be broken down into following -

  • Business to Business (B2B) – Transactions among companies fall into this group.
  • Business to Consumer (B2C) – Transactions among businesses and consumers fall into this. This involves selling goods directly to consumer for the purpose of final consumption. The activities involves product search where consumer gather information about the product and compare prices, electronic payment and order process (Canzer,  2006).
  • Business to Government (B2G) – It includes transactions between businesses and public sector organisations.
  • Consumer to Consumer (C2C) – Transactions between individuals through auction sites and peer to peer systems fall into this group (Bidgoli, 2004).
  • Mobile Commerce (M-Commerce) – Selling of goods and services through wireless technology i. e. mobile phones.
  • Customer to business (C2B) - The business model in which customers create value for businesses through word of mouth marketing. It may be in the form of reviews, comments and likes of social media sites.
  • Slept factors  
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These factors are external to the business and affect its operations on considerable basis.

  • Social - It includes the demography of employees and customers who perform the business operation and involve in buying and selling of products and services. It is divided into two main categories which are as follows -
  • The working population which consist of people aged between 16 to 65.
  • The targeted consumers who are the users and buyer of products and services.
  • Legal - Every business is required to conduct its operations in compliance with the law. The laws and regulation govern the selling and buying of legal products and restrict any business activity related to illegal products and services. The laws also govern the taxation policy, pricing and distribution of goods in  appropriate manner. There are watchdogs in e-commerce industry that administer the working and business transactions of companies. The e-commerce brand are majorly affected by there areas of civil laws - competition law, employment law and consumer protection law.
  • Environmental and Ethical - The e-commerce business is also affected by the externalities which are wider costs and benefits incurred by society for conduct of their business operations. The environmentalists are concerned with control of negative externalities from this sector.
  • Political - The types and structure of the government impacts the business activities through policy formation and rules and regulations.
  • Technological - The existence of internet business is dependent on the up-dation and adoption of new technologies related with business activities. The brands that does not keep track with the new up-dation lag behind the competition.

1.2 Benefits and barriers to businesses considering an online presence

The continuing rise in internet activities requires e-business to update with the information and adapt it to convert challenges into opportunities. Usually no business has sure shot success with every new invention in the business environment (Jones,  Davies and Muir,  2003). Similarly there are both benefits and barriers associated with e-business which are explained as follows –

Benefits

  • World presence – Firms in e-business runs through a domain name that can be accessible worldwide through the use of internet services. E-business will have to purchase a domain name through internet domain registrar company and lists its product on website which can be viewed by consumer from all over the world (Sweeney, 2008.). The brand will also gain presence among the suppliers and other business partners on international level.
  • Cost effective – Online presence provides the most cost efficient way to market products in all corners of the world. From transaction processing to delivery and advertising to business operations, it requires less cost as compared with brisk and mortar model (Smart, 2008). There are many effective advertising techniques available like pay per click, affiliate marketing, etc which can be used by organisation to launch its products successfully.
  • Competitive strategy – The e-business brands requires to have differentiated competitive strategy to offer its customers additional benefits of buying its product over the competitors. The strategy could be related to cost or product differentiation which can attract customer to its site and make final buying decisions (Louvieris,  Westering and Driver, 2003).
  • Customer service – It is also important for the fashion brand to have a trained, knowledgeable and helpful customer representative that can provide necessary service to customer through online chat, email or telephone services. If the brand aims to launch its service in different countries, it must have round the clock customer service to assists with any details from all over the world.
  • Building relationship-It also benefits the retail enterprises in building the relationship with the suppliers and customers. Online presence provides the company a global audience that helps in building potential for business.
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Barriers

  • Data security – The brand must employ highly qualified and experienced IT managers who can assure personal data security of customers who register and make transaction through the site (Brock and Azim-Khan, 2008).
  • Safety – The fashion must understand that there are high instances of safety required when asking customers for online payment (Bidgoli, 2004). Many customers have been duped in the past by pseudo sites which  Thare run by unknown and untraceable individuals.
  • System up gradation – e organization must keep track of new software updates for the system and make changes as necessary to follow keep pace with the industry peers.
  • Customer Service - The internet brands requires to have trained and efficient employees to handle customer queries over the phone and email.
  • The continuing rise in internet activities requires e-business to update with the information and adapt it to convert challenges into opportunities. Usually no business has sure shot success with every new invention in the business environment (Jones,  Davies and Muir,  2003). Similarly there are both benefits and barriers associated with e-business which are explained as follows
  • Benefits
  • World presence – Firms in e-business runs through a domain name that can be accessible worldwide through the use of internet services. E-business will have to purchase a domain name through internet domain registrar company and lists its product on website which can be viewed by consumer from all over the world (Sweeney, 2008.). The brand will also gain presence among the suppliers and other business partners on international level.
  • Cost effective – Online presence provides the most cost efficient way to market products in all corners of the world. From transaction processing to delivery and advertising to business operations, it requires less cost as compared with brisk and mortar model (Smart, 2008). There are many effective advertising techniques available like pay per click, affiliate marketing, etc which can be used by organisation to launch its products successfully.
  • Competitive strategy – The e-business brands requires to have differentiated competitive strategy to offer its customers additional benefits of buying its product over the competitors. The strategy could be related to cost or product differentiation which can attract customer to its site and make final buying decisions (Louvieris,  Westering and Driver, 2003).
  • Customer service – It is also important for the fashion brand to have a trained, knowledgeable and helpful customer representative that can provide necessary service to customer through online chat, email or telephone services. If the brand aims to launch its service in different countries, it must have round the clock customer service to assists with any details from all over the world.
  • Building relationship- It also benefits the retail enterprises in building the relationship with the suppliers and customers. Online presence provides the company a global audience that helps in building potential for business.

Barriers

  • Data security – The brand must employ highly qualified and experienced IT managers who can assure personal data security of customers who register and make transaction through the site (Brock and Azim-Khan, 2008).
  • Safety – The fashion must understand that there are high instances of safety required when asking customers for online payment (Bidgoli, 2004). Many customers have been duped in the past by pseudo sites which are run by unknown and untraceable individuals.
  • System up gradation – The organization must keep track of new software updates for the system and make changes as necessary to follow keep pace with the industry peers.
  • Customer Service - The internet brands requires to have trained and efficient employees to handle customer queries over the phone and email.

1.3 Assess the security and legislative issues facing an online business organisation

Computer security: It is a process and mechanism by which digital equipment and nd services are protected from unauthorized access.  
Computer security classification:

  • Secrecy: In an online business the secrecy depicts about the security applied to the business to secure it from online cyber-attacks and to avoid it from breaching of private information.
  • Confidentiality: The main aim of it to protect the information from disclosure to unauthorized parties.
  • Privacy – The sites over the internet are linked with other related sites for the purpose of marketing and advertising. When customers transact from the site and enter their personal information, they must be ensured that any of their information will not sold to third parties without their authentication.
  • Integrity – It also required that information exchange must not be tempered or altered with.
  • Non-repudiation: it can be understood with help of example. In Morrison, organization private data of employees was theft by hackers through illegal access of their key information.
  • Authenticity: Crackers and hackers try to access high profile websites through stolen private information of anyone.
  • Denial-of-service (DoS) or distributed denial-of-service (DDoS) attacks : e-commerce and e-business websites are mostly affected by denial of service (DoS) or distributed denial of service attacks (DDoS). These attacks are aimed to affect its users to access the website and make any transactions through it. The enormous increase in e-business has led to new security threats that are considered as the most significant to be taken care at the first level. Ex, Morrison data theft case example of it.
  • Computer virus: it spreads from one computer to another and perform various malicious activities such as  physical data thefts and taking advantages of poor security infrastructure of firm such as  lack of integration between different departments of retail company and can demotivate employees and customers.
  • Worms: It is sub-class of a virus and it can perform various malicious attacks such as cloning, phishing and spyware related security threats  etc.
  • Malware and Trojan Horse: it can harm resource of firm. It can directly affects the system installed and infects files that are useful for organization.

Although internet sites will start with services in national boundaries but it will also eventually move to international platform to reach more customer. When moving into international business, it must take into account the rules, regulation and policies of e-business applicable at those places (Lagrosen, 2005.). Many nations have developed their own e-business polices to secure the rights of consumers, investors and businesses.

  • Copyright and trademark – The logo, trademark and other business identity information of e-business must be registered with internet service provider to avoid any legal issues. All internet sites are vulnerable to photocopy, taping and recording in relation to its content, image and design (Combe, 2012). So it is must that legal right must be obtained to support evidence in case of legal suites.
  • Data protection: UK government has established Data protection Act to protect the personal information of online shoppers and their financial details. On the other hand legislative issue such as privacy law 1984 and data protection will affect business enterprise as it is required for organization to keep important information confidential so that third party is not able to access it. Example, Thelen Reid & Pries is facing legal issue due to  absence of company information on web portal .
  • Domain name– In near future company can face domain name related issues if it will not use its domain and try to secure it. The internet sites must clearly states its terms and conditions policy to maintain regulated environment with government legislation and customer privacy (Athiyaman, 2002). It is must in e-business that sender and receiver prove their identities to each other for the purpose of transaction that can effective security threats that can adversely affect the firm.   
  • Taxation: It is also regarded as one of the major issue as company has to pay tax for use of its E-business and this overall increases expenditure level. Further, different laws have been issued by online advertising which organization has to comply with in order to promote its products in ethical manner. By overcome taxation issues such as VAT number, company's registration number,name, postal address, retail firm can be able to overcome such kinds of issues effectively.
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1.4 State the modes of communication available to an e-business and their applications

The strategies in e-business must be formed in a way that presents a new brand in the market. For this, it requires to use all avail tools of communication to engage and solve queries as it arises.

  • Live chat – While searching for products and comparing it through another sites, many customers have queries that must be solved instantly to avoid losing any potential sales. The website must have a live chat form and an efficient support team that can help customers find what they require (Louvieris,  Westering and Driver, 2003).
  • Phone support – There is no single e-commerce site that does not have phone support. It is the must requirement because customers find this tool as the easiest to make the support understand what they are looking for.
  • Email – This is another important and must have tool for all e-commerce sites. E-commerce sites use email to verify identity of customer, inform about their orders and delivery which are used as proof in case of legal disputes. It is recommended to deploy ticket system for very query for tracking purpose (Aziz and Yasin, 2004).
  • Product descriptions – This is considered as the voluminous communication tool that influences customer experience to a great extent. Internet business must ensure that each product it lists on its sites must have proper description.
  • Blog – The brand can also move one step ahead and benefit their customer with useful information related to products listed on its site.  
  • User comments – This is another method of engaging customers on sites. Although there is risk of negative remarks but it will help the brand to understand where it lacks and how it can contribute more to satisfy its customer (Davies, 2010).
  • EDI - It stands for Electronic Data Exchange that allows transfer of business information and documents internally and externally among employees, customers and suppliers, etc.
  • Electronic Fund Transfer -The customer buying through internet businesses either pay online through online, debit or credit card payment or choose to pay cash on delivery

Task 2 Understand how the internet works

2.1 Explain the internet technologies and their importance in making an e-business successful

There are various technologies required for e-commerce system in order to execute its operations successfully. The foremost requirement is that each e-business must employ a team of qualified IT professional who are informed with the requirements and manage the system as required.

  • Hardware and software – the internet sites require web server which is a hardware device used to host the website. The content and image of the brand are stored in the form of html files, databases, and image files on the server. These servers usually run on operating system provided by Windows or Linux to access their website. The organizations can chose hosting services provided by companies that ensure maintenance and easy operations.
  • Browsers – Browser is a software application stored on PC or similar device that allows user to access the website through internet. The e-businesses ensure that design of site must be responsive to every device.
  • Web authoring tools – These are used to develop front end of ecommerce site that is visible to users.
  • Database system – It is used to store information about the products and services available on e-stores. It includes product description, images, pricing and other necessary details.
  • Ports – These are installed on devices and allow connecting with internet services. Ports are used to connect two devices with different IP addresses.
  • Networking – A transfer control protocol (TCP) like internet is used for data and information transfer. It is in the form of wired connection between different machines on internet (Funabashi and Grzech, 2005).
  • Programming – Programming requirements are related to website design to increase its functionality. It also includes security requirements to allow customer use their credit and debit card details for transacting purchases.
  • Payment processing – There are payment processing services provided by companies that are linked with banks to allow prepaid transactions. The organisation can compare price package of different companies and integrate one that has the maximum banks linked with it.
  • Packet Switching - It is a digital networking communication system in which small units called packet are routed in network based destination address contained in the packet.
  • Transmission Control Protocol/Internet Protocol (TCP/IP) - It is the basic communication language or protocol of the internet. It performs the role of transferring messages and obtaining information through the internet. The role of TCP/IP is to transmit the data from one person to another with the help of internet  by dividing data into small packets and each small packet have specific information and address where it will reach.

2.2 Features of HTML

HyperText Markup Language is used as standards markup language to create web pages. It is written in the form of HTML elements that contains tags in brackets. The new version of HTML i.e. HTML 5 presents the most advanced form of techniques. It recognized the structure of web pages containing body content, navigation, header, footer with the help of tags (Louvieris, Westering and Driver, 2003).

  • Context menus – It supports creation of context menus within web pages and applications.
  • Eliminate requirement of href – It allows using tags with scripts and in web applications eliminating the need of placing anchor.
  • HTML new form types – The new version has added features like datetime, datetime local, date, month, week, number email. The standard inputs are datetime local description which is still present (Olsen, 2005.).
  • Canvas - The canvas feature provides a drawing space to add images, graphs on web pages.
  • Video and Audio - The video and audio feature allows adding video and audio directly to web pages with simple tags
  • Document Structure - it includes head and body elements.
  • Title -it defines document titleIndex - used for keyword search
  • Base - absolute URL
  • Meta - used to provide brief information about the pages
  • Link - used to establish relationship with other pages
  • Body Elements - it is the body document. The key elements includes background, text, links.
  • Lists - it contains text and block level items. 
  • Tables - it is defined with thetag and divided into rows. The rows are divided into table data and headings.
  • Images - these are defined with tag. The tag is usually empty and contains attributes only
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2.3 Functions of client servers and browsers, and the role of the search engine

Client Servers

The technological formation of e-commerce is basically a three tier structure in the form of web client which is also known as server middle ware. All the machines on internet are categorized into two types – servers and clients. The machines that provide services to other machines are called servers like Web servers or FTP servers (Rowley, 2005). The machines that are connected with servers are called clients. When customers connect with websites, the server provides a user or client the service to use internet and browse through it. The server machine also provides additional services like email server, Web and FTP server. The basic role of client and server is to economize bandwidth by developing a server system that includes all data and client that access data through it. The role of server best understood as providing services to many clients upon request. the model of client server is used to develop a software to be accessed by various shareware.

Browsers

 A web browser is software application that retrieves present and traverse information resources on World Wide Web. The information resource of internet businesses will be identified as Uniform Resource Identifier (URL) which usually represents the home page of the site (Lopez‐Pellicer, 2011). The brand also requires placing hyperlinks on home page that allows users to navigate through other pages. Web browsers play an important in locating, retrieving and displaying content on world wide web which includes web pages, videos, images, etc. The browsers act as a client sever model in which it is the client on the internet machine that contacts with web server and request for information. The web server serves the information to the web browser and displays the result on internet machines.

Search engines

It is a software application that is used to search for information on World Wide Web. When any user searchers for online fashions store on search engine, it will represent line of results based on their rankings (Davies,  2010). It is important for organisation to ensure that its website lists on the first page, so that it gains maximum users and customers. The role played by search engines makes significance from the fact that it allows business to rank higher and appear in display results. Another important roles is that search engines index the content based on the keyword information on website.

2.4 Intranets and extranets within business communication

Intranet and extranet are two form of business communication in today’s environment. Intranet is internet computer network while extranet provides extended services to outside the organization (Tan, 2012).

Intranet is network of computers that can be operated within an organization. Usually companies use intranets to share work related information and facilitate collaboration among employees (Combe, 2012). It is in the form of private network that can only be used on authorized basis. The e-businesses requires intranet services for the expansion plan so that employees across different locations can access and share information. It also provides secure space for data storage. Organizations are increasingly using the services as it enables speedy work flow and minimization in errors.

Extranet is similar to intranet with the exception that it allows people outside the organization to access certain information. The service is used by suppliers, business partners and vendors (Louvieris, Westering and Driver, 2003). It allows to connect multiple intranets together to allow business partners to cooperate each other in business activities. extranet is also used to connect with customer in a controlled setting than the internet.

 both terms are essential forms of communication and their access and authorization is controlled by the company networks. The e-business organizations can limit the use and access of information to few employees and users outside the organisation for the initial time (Tan, 2012). It is usually for the security purpose which can be extended to multiple users as the business grows and expand into newer regions. It must also make sure that it has network administration policies to ensure unauthorized use and access.

Task 3 different e-business models

3.1 and 3.2 Different e-business models that can be used to generate

revenue
There are various models available for e-business as discussed above like B2B, B2C, C2B and B2G each offering different set of functions. Usually any e-business model has four traditional components as shown in figure below –

  • B2B  – It allows other brands to lists their products on its site and sell to customers. The brand will earn on commission basis under this model.
  • B2C – The fashion must choose this model to jump start into the e-business and sell its product directly to its customers. Under this model, the brand will have to list all of its products on the site with description and competitive prices. When a customer visit and transact orders on the site, it will create a user account that includes all detail of customer and purchases done through it (König, 2006.). An email will go to the customer for order confirmation and at the back end the order will be processed by the organisation and dispatch it through logistic partners.
  • E-distributor: By using this model, firm can generate revenue and sell their products online effectively.  It is another type of effective model where products and services are directly supplied to individual businesses. 
  • E-procurement: By purchasing and selling products online, organization can attract more customers and increase their profit margin also. They generally develop and sells access to digital markets. Integrated online catalogs are being prepared so that products can be easily promoted in front of customers (Brock and Azim-Khan, 2008).
  • Difference between B2C e-business models  
  • E-Tailer - These are generally known as online shopping, E-tailer are the one that directly sell the goods and services to their market customers through the internet. Example, Amazon.  
  • Portal - The portal will be based on products and services of the buyers and suppliers. It has to be customized according to the display information of consumers.
  • Industry consortia: This type of model is industry owned vertical digital marketplace that serves specific needs such as transaction, commission etc.  
  • Transaction broker: In this type of model online transactions are prepared for customers and this directly saves time and money. A transaction broker is the facilitator or contact broker for the buyer or seller. It helps both the parties by bringing together on one platform for trading of product of services against a commission.
  • Content Provider - The click through model is the most commonly used among the internet businesses. This includes Pay per click (PPC) and banner advertising used to drive high volume of traffic to the website.
  • Auction Model - The e-commerce model allows bidding for the product and services on internet.
  • Market Creator - This model will provide the advantage of bringing in both buyers and sellers on one platform.
  • Value Proposition – Although the brand offers value to its customers in store purchase, but when it comes to online it has to define another strategy to stand in the market

 Organization can choose among the following strategies –

  • Speed of delivery
  • Increased Variety of products and services
  • Sources of Revenue from e-business models – Nearly all e-business have more than one sources of revenue to increase its profitability and reach in the market (Sweeney, 2008) the sources of revenue available to the fashion brand are as follows –  
  • Advertising
  • Affiliation
  • Sales commissions
  • Sales profits
  • Sponsorship
  • Subscription
  • Analyze each model in terms of its capacity to generate revenue

B2C

Usually small and new companies in the e-business chose Business to Customer model wherein they directly sell to customers. Content Provider model is currently used by majority of sites all round the world. The business under this model includes organization, customers, suppliers, payment processing sites and logistics partners (Aziz and Yasin, 2004). Content Provider model offers easy and hassle free business process because there will be direct interaction between organization and customer.  
Once the customer places an order, an email will goes to the customer account and back end of organization as a confirmation. The back end unit of organization process the order; packs and send it through the logistics partners (Smart,  2008). The marketing and advertising expenses will be solely borne by the organization and product listing will be done by its back end operating department the model it good for new start ups but it has limited variety and stock. Under this model, the back end of the site has only single user and that is the organization.

Transaction broker model is effective for direct sale and with the help of this model it is possible to render 24 hours service to the customers and they can get good response from firm's side. Through this it is possible for company to determine taste and preference of its target market. Main advantage of using this model is that it decreases cost of the company. Advertising is also regarded as effective e-business model through which it is possible to increase sale of the products in short period of time. The promotional activities designed by company has direct impact on purchase behavior of customers and in turn has positive impact on sales and overall profitability. So in this way these models are effective enough in generating revenue and supports in accomplishment of desired objectives.

B2B

Under the E-procurement model the fashion brand can allow firms, individual seller, entrepreneurs to list their products on its site and sell directly to customers. This model has multiple sellers each having its distinct name on the site. The site will have multiple authorized users who will be priced with distinct login credential to operate their own account (Rowley, 2005). Once the customer places and order, an email goes to customer, seller and the organization.  
In E-distributor model,  the logistic partner is connected with all sellers of the brand. This model provides more benefits as compared with B2C. Additionally given the services of internet service providers of hosting, payment processing and data storage, the organisation only have to take care of sellers and marketing of the brand (Lagrosen, 2005). This model runs on a large scale and connects with multiple sellers and suppliers at single time. Under the B2B model, the main brand earns on commission basis from the sellers. The brand runs offers on the site where it allows sellers to participate and place their products on specific pages to gain higher chances of sales.

3.3 Future developments in e-business models

Every business model required continuous development to stay competitive and survive in the market. It is must because of the continuously changing customer demands and market orientation; the businesses are required to make continuous efforts to stay connected with the buyers (Olsen,  2005). The fashion must also first establish itself the market and then move with additional services and offers. In B2B model, the brand only has the advantage to earn small amount of commission on per sale basis, but when it connect with manufacturer, it has higher chances of earning higher sales and profitability margins(Combe, 2012).  
Impact of social media: In modern era, organizations are increasingly using social networking sites to connect and engage with their customers. The worldwide access of social media demand allows business to mark their presence effectively. It is also essential to appoint efficient managers who can respond to customer queries effectively and enhance the brand's image.

However, in near future, firm can expand its business effectively through use of social media marketing and it affect e-business model used by retail firm. It will affect sales of retail company in future. By using this tool, firm will able to connect  its e-business models (e-tailors and market creator) so that manufacturer, the supplier commission will be removed. Now the brand can offer product at reduce prices and still earns higher profitability (Elmansori, 2014). It will help retail firm in order to attract young and techno-savvy customers and increase their market sale at global level effectively.
Impact of Cloud Computing.

Many companies are shifting their websites and related operations to cloud based services to increase their focus on other important things. Cloud computing companies would expand e-business model used by company by overcoming  dependency of necessary services of hardware and software required to up and running securely any website. This helps senior management to focus on building core competencies for their business.
By using cloud computing in e-business model, retail firm will able to reduce their infrastructure cost and better performance against their core competitors. Model associated with revenue, pricing and marketing are appropriate  work with cloud computing technique and help company to build virtual environment and management can easily interact with customers, suppliers and other parties linked with the firm.  
Impact of other smart devices.

The growth of technological devices and services are allowing companies to built apps and facilitate transaction through it. The development of mobile and tablets impacts the internet businesses to develop mobile and tablet responsive websites and security systems so that consumers can easily transact through it. The growth in cloud computing and its integration with e-business models also allowing companies to focus their attention on marketing and building USP for their products and services. Concluding this, there are high growth in e-commerce and market creators models while others will move along side with these. The increasing use of smart devise such as mobile, tablets are replacing PC's for shopping. Thus organization require to develop responsive website that can be accessed and allow transaction form any smart device connect through internet.

Task 4: good website design

4.1 Key elements of good web design structure

The fashion brand must take into account these key elements to integrate effectively into its website structure.

  • Good visual design – The visual elements of the website includes logo, white space, theme, layout, colors and font. Given the nature of organization it must use a theme for its website to compliment with it. The website must not look a cluttered place of products and offers and have some empty white space (Canzer, 2006).
  • Content – Each product must have full description that is relevant to the user. It includes name, size, color, availability, payment options and offers available.
  • Navigation – It is considered as the GPS of any website that allows users to go where they want and search for more information and product details. Navigation should be simple and groped into categories (Davies,  2010).
  • Credibility – The website must ensure its users that it belongs to trustworthy sources. For this it must include verified links, identify of organization and contact information.
  • Responsive – The site must be mobile and tablet responsive because there are more number of tablet and mobile user than PC users. SO it is important that site must open in appropriate form to allow years the same facility as on PC (Smart, 2008).
  • Attractive – The theme, structure and design must be attractive so that users stay more on the site. Unattractive sites have higher bounce rate and low sales because users close at the first instance if they do not find anything attractive and engaging.
  • Speed – Most important element of any site is its loading time of image and content. The higher the time, the lesser is the sales figure.
  • Screen Resolution - The screen resolution of website must be in appropriate dimensions so that content and images are easily visible.
  • Browser Compatibility - The website before launching must be tested on each browser to identify compatibility problems. There are multiple browsers used all over the world and it requires the necessity to load the website in same format and resolution equally on all browsers.
  • Visual Design - It includes the aesthetics of the site and related materials through the implementation of colors, images, fonts. The purpose of visual design is to enhance the user experiences and build interest in the website. The basic element of visual design includes typography, texture, form, shapes, color palette.
  • Typography relates to the selection of fonts, size, color, alignment and spacing. texture relates to the surface of the website. Shapes are differentiated objects which requires use of graphics, lines and color to highlight it.
  • Structure of Web Pages - The basic structure of web page begins and end withcommands. These commands are used by browsers to read the content between the commands. The web page is consist of two basic parts - head and body. The heading gives the title of the web page which is visible in the title bar. It includes information about the web page such as keywords, details about the pages, further navigation information. The body gives information about the content of the page. The website administrator uses advanced internet marketing strategies to identify how and what users search for the website. The marketers edit the website content and HTML coding to increase the relevance to keywords.
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4.2 Impact of a well designed website

Just like a customer enter into a shop at the glace of its entrance and outer image, on online user also interact with the site with its good design. It can be said that design and structure create a first impression on the user when it first land on the site. It is because the user will navigate ad search for product on later stage after he satisfied with the look of the site (Lopez‐Pellicer, 2011). A well design is the key to lower bounce rate of the site. Bounce rate refers to the time spend by user on the site. A higher bounce rate indicate that user does not find anything interesting on the site and close the page instantly. So it is of utmost important that fashion brand must develop its site in a way that it provides higher interactivity with the users. Additionally, the more user on site the increased sales it will gain and also improve its ranking in the search engine result.
A good website design reflects the face of the business which demands an attractive and well designed structure. The first thing a user looks into the website is the look and feel at the glance. If this successfully satisfies the user, he then moves on to read the content and generate interest in products and services of the business. The significance of good web design is based on the efficiency of design elements instead of content factors. Studies have revealed that design elements are extremely important and powerful in generating user interest. A god web design is enough to engage users and build trust and confidence at a higher rate.

  • Encourage Repetitive Visits - An attractive website encourage customers to visit it on regular basis and influence to generate interest into the product and service of the brand.
  • Increase Sales - The repetitive visits results into increased sales and profit margin and increasing market share of company.
  • Enhance Brand Image - The website with attractive features improves the brand image in the market.

4.3 Issues concerning website usability

  • Tiny Clickable Areas – There are often small hyperlinks on website which are meant to be clicked but many sites have such small links that users find it hard to click and see. It is usually seen in the comments links (Elmansori, 2014).
  • Duplicate Page Titles – Sometimes page titles are duplicated due to poor html coding. This again creates issue of the user who is looking for more information but unable to get it.
  • CSS – It is also important aspect if usability like HTML. The CSS defines how the site will work through on different browsers (Rowley, 2005).
  • Download Speed – Users’ prefer sites that offers high speed and download image faster.
  • Content Relevancy - It is important that website content must be relevant to targeted audience. This means that organization must use content that is easily understandable to the users. It is also essential that colors and other visual designs must be appropriate for all users i. e. it can be easily viewed by color blind.
  • Legal Regulations - The website images and content must comply with the legal rules and policies of the location. It must not use any content or image that may be considered as discrimination practices against any religion, race or nationality.
  • Restricted Content - The internet sites also make sure that they must not use any prohibited content or images that is restricted by the law. It also means that content must be relevant to stakeholders and viewers.
  • Equality Act 2010 - It was established to bring clarity to discrimination legislation which was mentioned in Disability Discrimination Act 1995 (DDA). The act prohibits discrimination by website providers who are engaged in selling goods and services online. It further imposes duty on service  providers to make adjustment to allow disabled person access their sites easily.

Conclusion

Itis very important for the retail business to invest in E-business. This will help the company to increase its online presence and this will also enhance the business of the organization. Using of best web designing structure will also help to attract new customers and promotion of business in better way. 

 References

  1. Bidgoli, H., 2004. The Internet Encyclopedia. Volume 1. John Wiley & Sons.
  2. Brock, A. and Azim-Khan, R., 2008. E-Business: The Practical Guide to the Laws. Spiramus Press Ltd.
  3. Canzer, B., 2006. E-Business: Strategic Thinking and Practice: Strategic Thinking and Practice. Cengage Learning.
  4. Combe, C., 2012. Introduction to e-Business. Routledge.  
  5. Funabashi, M. and Grzech, A., 2005. Challenges of Expanding Internet: E-Commerce, E-Business, and E-Government: 5th IFIP Conference on E-Commerce. Springer Science & Business Media.
  6. König, A., 2006. E-Business@Print: Internet-Based Services
 
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