Hướng dẫn thiết kế web mobile Informational, Transactional

Informational queries seek general information on a broad topic, such as leukemia or Provence. There is typically not a single web page that contains all the information sought; indeed, users with informational queries typically try to assimilate information from multiple web pages.

Navigational queries seek the website or home page of a single entity that the user has in mind, say Lufthansa airlines. In such cases, the user's expectation is that the very first search result should be the home page of Lufthansa. The user is not interested in a plethora of documents containing the term Lufthansa; for such a user, the best measure of user satisfaction is precision at 1.

A transactional query is one that is a prelude to the user performing a transaction on the Web - such as purchasing a product, downloading a file or making a reservation. In such cases, the search engine should return results listing services that provide form interfaces for such transactions.

Discerning which of these categories a query falls into can be challenging. The category not only governs the algorithmic search results, but the suitability of the query for sponsored search results (since the query may reveal an intent to purchase). For navigational queries, some have argued that the search engine should return only a single result or even the target web page directly. Nevertheless, web search engines have historically engaged in a battle of bragging rights over which one indexes more web pages. Does the user really care? Perhaps not, but the media does highlight estimates (often statistically indefensible) of the sizes of various search engines. Users are influenced by these reports and thus, search engines do have to pay attention to how their index sizes compare to competitors'. For informational (and to a lesser extent, transactional) queries, the user does care about the comprehensiveness of the search engine.

Figure shows a composite picture of a web search engine including the crawler, as well as both the web page and advertisement indexes. The portion of the figure under the curved dashed line is internal to the search engine.

eCommerce has a lot to offer U.S. firms that are interested in using the Internet as another vehicle for exporting. Your marketing executive should be familiar with the steps necessary to make your website ecommerce capable. Many U.S. companies have a website that fulfills one or more of the following characteristics:

Transactional Site

People who shop online are most familiar with this type of website. A transactional site may be an electronic storefront for a brick-and-mortar retailer or a catalog business, (e.g., Walmart), or a showroom for manufacturers that wish to sell directly to the public (e.g., Hewlett-Packard). Transactional sites can be either hosted or on-premise and can (a) conduct full end-to-end transactions via the website; (b) enable customers to search for, order, and pay for products online; and (c) allow customers to contact the company for after-sales service. The majority of transactional sites create efficiencies by seamlessly integrating the transaction process with back-office systems such as accounting, inventory, order management, logistics and fulfillment, marketing, customer relationship management (CRM), web analytics, and others.

Static Content Site

Such a site generates sales by promoting corporate awareness rather than by facilitating online transactions. Its function is similar to that of a brochure; it provides information about the product or service and contact information about how to proceed with a purchase. Because the site is often static and doesn’t require the software systems necessary for online transactions, it is less expensive to design and maintain than is the transactional site. An information delivery site is ideal for companies that market products and services that cannot be provided online (e.g., Ford, Caterpillar). A modified version of the site permits the buyer to shop online for the best price from competing vendors that offer the identical product, such as authorized dealers of Honda America. Information about options available for a particular model enables the buyer to visualize the configuration and to obtain an estimated price for the vehicle.

Online Marketplace or Auction Site

These sites are hosted platforms that bring buyers and sellers together to facilitate transactions. Participation on one of the sites often provides an efficient way of finding a customer without the expense of building a proprietary transactional website. Types of sites include auctions (www.eBay.com), sites for local artisans (www.etsy.com), sites for retailers and wholesalers (www.Amazon.com and www.Alibaba.com), and matching services (www.buyusa.gov).

Online marketplaces and auction sites are a good venue to get started in ecommerce. However, the Department of Commerce recommends that a business explore its options regarding online stores before it relies solely on such marketplace and auction sites for its long-term ecommerce strategy. Some 70 percent of ecommerce sites in North America will be dependent on services (such as shipping, payment gateways, and fulfillment) from Amazon or eBay by 2017.

Some examples of the online marketplaces are these:

  • Amazon is an online marketplace on which businesses may set up a store and offer products within strict rules. Amazon offers several monthly plans for merchant stores.
  • Buy.com, which is now part of the global Rakuten.com, is an expansive online marketplace that receives heavy traffic.
  • eBay owns PayPal payment services and the Magento on-premise ecommerce platform solution. Subscription rates and fees vary by plan.
  • Etsy is the largest online marketplace for handmade and vintage items; it is best suited for artisan and craftsman type unique sellers.
  • Shoply.com is a free marketplace operating specifically with the small business owner in mind.

Prepared by the International Trade Administration. With its network of 108 offices across the United States and in more than 75 countries, the International Trade Administration of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.