VII Международная студенческая научная конференция Студенческий научный форум - 2015

In modern information society each trading company should have its own online store that will provide information support to the existing business and increase level of sales. With the help of e-commerce, companies can solve such problems as representing the company in the Internet, expanding the potential customer base, supporting the recognition of the brand, increase awareness, public awareness and others.

Standard model of online store includes the following functional parts:

• catalog;

• search engine;

• shopping cart;

• registration form;

• order form.

Product catalog is a complex and multi-layered data structure that should provide a clear and simple way for ordering products. The easiest way to design such a catalog is to realize it as a tree structure of objects, the upper layer of which consists of a list of sections. These sections may contain subsections or links to a particular product. This ordering is essential for handy and quick search or products order.

The search engine is an indispensable element of the dynamic catalog and it is realized on the server side. It allows the user to find information quickly, what is especially important in the case when the catalog is a fairly branched data structure with a large number of sections, subsections and goods, and the user is poorly understand in which section can be located the product he wants, and whether it's in general catalog. In some cases, search engine can significantly reduce the number of transitions between the pages of the catalog when user tries to find necessary information.

Shopping cart is some kind of data array that used for storing the goods ordered by the user.

The registration form is used to input personal data of users. Later this information is used for identification between the sessions of working with the online store. This information can be stored both on the server side and on the client side.

Order Form is used to input the customer's contact information and sending it to the e-mail of the organization.

Registration as a buyer is made either when placing an order, or when entering the store. After selecting the goods it is required from the buyer to fill out a form that states how the payment and delivery will be made. To protect personally identifiable information, this interaction should be carried out over the secure channel. At the end of the formation of the order and registration all the collected information about the customer comes from electronic showcase to the online store trading system. In trading system the availability of the requested goods in stocks is usually checked, and initiates a request to the payment system. In case of the absence of goods on a warehouse, the request is sent to the supplier and the customer is informed about the delay.

When the payment is made during the transmitting of goods to the buyer (by courier or cash on delivery), it is necessary to confirm the order. In most cases, it happens by electronic mail or by telephone.

When it is possible to pay online, the payment system starts to work. After notification about the online payment, trading system forms the order for a service delivery.

It is necessary to consider the possible restrictions that may be imposed on the connection speed for users. On the one hand, it can take much time to load too "heavy" webpage on the user's machine when using slow connection, and thus its appeal and a positive first impression from the design will be lost. On the other hand, lower quality of graphic design of the site can badly affect its visual appeal.

The most efficient web design is one that does not lose its quality at a resolution from 600x800 up to 1240x1024. The basic resolution web design should be focused on is 1024x768 pixels. The basic mode of monitors web design should be focused on is 15 bits color or higher (number of colors - 65536 and above).

When it is possible to deactivate graphics, web design should not suffer greatly. It should be spelled "alt" attribute to all relevant images (in this case the text value of images will be replaced by the graphic). Along the use of background images, it should be identified the background color for the blocks.

It should be noted that visitors use different browsers, which have different interpretations of the web pages. Web design should look the same for the most recent versions of the most popular browsers. Today they are Google Chrome, Mozilla Firefox and Opera.

Usually the font size in the browser sites is interpreted as 10-12 points. The designer determines design (font size, typeface, style) of headers, page titles, etc. at the stage of the site design. OS version can affect, for example, the color palette.

From the standpoint of the technical design, the process of developing the site consists of the use of components such as html-coding, cascading style sheets CSS, web programming by means of php, javascript. Each of these components to a great extent defines the basic functionality as well as the final visual appearance of the website.

When creating a website it is necessary to choose the most appropriate technology. The choice of specific technologies is usually determined by the customer's desires and capabilities.

The foundation of any web-page markup is. Markup technologies such as HTML, XHTML, XML determine the structure and the possible value of the page contents. The appearance of the page is actually should be achieved through the use of style sheets.

HTML (HyperText Markup Language) is a markup technology of paramount importance, that used on the web-pages. HTML is interpreted by the browser and displays the information as document, in human readable form.

Although many tags and HTML rules are fairly well defined, most browser vendors provide extensions to the language, made beyond the contents of Standard Generalized Markup Language. However, in spite of this, HTML is to be used primarily for the structuring of a document; functions of HTML, which connected with the formatting, eventually will be completely superseded by cascading style sheets (Cascading Style Sheets, CSS).

XHTML (eXtensible Markup Language) is a new edition of HTML that is made with using XML. XHTML solves two major problems associated with HTML. Firstly, XHTML pays great attention to the use of style sheets, it continues to put designers under the pressure, in order to make them to separate the appearance of the document from its structure. Second, XHTML has stricter requirement about compliance of the rules of Markup of web-pages.

Syntactic strictness of XHTML is at the same time its greatest advantage and the worst disadvantage. It is easier to manage correctly formatted pages and replace them by the means of the program, but it is much difficult to create them. Transition to XHTML is very slow because of its severity. Excessive rigidity of XHTML makes it less convenient than HTML, which is much more forgiving towards beginners. Thus, until the greater number of tools that allow to correct code XHTML appear, the language will be accepted just as slowly as it is now.

CSS (Cascading Style Sheets) is a language for describing the appearance of a document that is written with the use of the markup language. CSS is used to describe the parameters of Markup of the electronic document. They can set the color, font, size, and location of objects.

CSS solves the problem of separation of document content (written in HTML) from its presentation (specified by style sheets). This separation increases the availability of the document, provides more control over visual design of the document, reduces the complexity of the structural content. Thanks to style sheets interpretation of appearance becomes more versatile: now you can separately describe the appearance of the document to display on devices with different technical capabilities, thereby maintaining the quality of information

PHP (Hypertext Preprocessor, Personal Home Page Tools) is a scripting programming language of general-purpose, which extensively used for web application development.

PHP is a powerful cross-platform toolkit, which is located on the server and is intended for processing code embedded in html-documents. At the moment, it is supported by the overwhelming majority of hosting provider and it is an open source language to be run on the server of scripts which create a dynamic web-pages. In addition to independence from browsers, it offers a simple and platform-independent solution for e-commerce and sophisticated web-based applications, including database-driven

Compared to the base HTML that is a system with a lot of restrictions in abilities, PHP language is a much more flexible and dynamic. It allows you to add more personaliy and personalize ordinary static HTML-page. With PHP it is possible to create eye-catching original Web-pages based on any defined criteria (e.g., time of the day or the user's operating system). Unlike HTML, PHP language can also interact with databases and files, through its help, it is easy to process e-mail and makem many other operations.

Today, the most common approach to organization of information database of the web-applications is a relational database.

The main task the DBMS is to provide the database user the opportunity to work with itr, without going into details on the hardware level. In other words, the DBMS allows users to think about the database as about an object of a higher level in comparison with the hardware, as well as to provide him with a set of operations, expressed in terms of the data manipulation language of high level.

MySQL is a very fast, reliable relational database management system (RDBMS). The database allows to store, search, sort and receive data. The MySQL server controls the access to the data, allowing to work with this data to multiple users. It provides quick access to data only to eligible users. Consequently, MySQL is a multiuser, multi-threaded server. It uses SQL that is a worldwide standard of query language for databases.

MySQL is becoming a significant competitor to such expensive giants as Oracle and MS SQL Server. Another important factor is that MySQL is distributed for free. At the moment MySQL package is available as an open source software with good performance, reliability and flexibility. It does not cause great difficulties to work with it. Support for the MySQL server is automatically included in the PHP.

Development of hardware and software technologies has led to the great popularity of the Internet and allowed it to occupy a leading position among the main tools of doing business, in particular electronic commerce.

Online Store is the most popular form of online trading. During the creation of this web resource, it is important to build a business strategy correctly. The list of the most important issues to be solved by the trading company includes the development of the organizational structure, the choice of the method of construction and further support of online store information system and, most importantly, the development of high-quality web design provided by the resource.

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