web design, 4 th edition 7 promoting and maintaining a web site

Web Design,4th Edition

7Promoting andMaintaining a Web Site

Chapter 7: Promoting and Maintaining a Web Site 2

Chapter Objectives

Explain how to test a Web site before it is published Describe how to publish a Web site to a Web server Identify ways to promote a published Web site Discuss the importance of maintaining and evaluating

a published Web site

Chapter 7: Promoting and Maintaining a Web Site 3

Web Site Testing

Self-Testing– Images should appear– Test internal and external links– WAI guidelines– Correct any problems that arose– Use different browsers

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Web Site Testing

Target Audience Testing– Which pages appear to appeal to them?– Which pages appear to disinterest them?– How much time do they spend on various pages?– Which links do they visit or ignore?– How easily do they navigate the Web site?– Do they at any time demonstrate any confusion or

impatience?

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Web Site Publishing

Server spaceUploading Web site folders and filesRetesting published pages

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Server Space

All files must be uploaded to a Web server What to consider while searching for a Web hosting

service– Monthly fee– Server space– Technical support– Nonscheduled outages– Longest downtime– Support for additional technologies– Process for uploading Web site files to the server

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Acquiring Server Space

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Uploading Web Site Folders and Files

Uploading all files that comprise your Web site to the Web hosting service

Three methods– FTP client– WYSIWYG editor– Command-line interface

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FTP Client

Used to transfer files using the FTP protocol

Provides a familiar GUI Must add the name and

URL of the remote computer, plus your assigned username and password

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WYSIWYG Editor

Allows you to upload your Web site directly from within the program– Microsoft Expression

Web

Eliminates the need for a separate FTP client

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Command-Line Interface

Non-graphical window

Opened by typing the cmd command in the Search box

Type the FTP commands necessary to log on and upload

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Retesting Published Pages

Confirm that all images display properlyMake certain that no broken links existEnsure all interactive elements, such as forms,

are functioning properlyIf any changes are necessary, correct the page

file(s) on your local computer and then upload the corrected page file to the server

Skim the content

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Web Site Promotion

It is important to announce your presence on the Web– Online promotional techniques

• Search tools• Search tool submission services• Affiliate programs• Link exchange programs• Online advertising networks• Web-industry awards• Opt-in e-mail advertising

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Online Promotional Techniques

Search Tools– Maintain a database or index of sites on the Web– Equivalent of having your name and number listed

in the Yellow Pages– Spiders and robots search the Web for new sites

periodically– You can register with some search engines free of

charge– Search engine optimization increases the

possibility that your page will appear as a search result

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Online Promotional Techniques

Search Tool Submission Services– Business that will register

your site with multiple search engines

– Pick one that registers your site with the most frequently used search tools

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Online Promotional Techniques

Affiliate Programs– Advertiser pays a fee on

sales generated by visitors driven to the site by links on publishers

– Affiliate management networks• Amazon.com Associates

program• iTunes Affiliates Program

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Online Promotional Techniques

Link Exchange Programs– Two Web site owners

informally agree to put a link to each other’s site on their Web pages

– Link exchange programs allow you to choose other sites with which you can exchange reciprocal links

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Online Promotional Techniques

Online Advertising Networks– Brings together companies that want to purchase

online advertising and companies that want to sell ads on their sites

– Banner ads and Sidebar ads• Click-through

– Pop-up ads and pop-under ads– Rich media ads, Floating ads, and Flash movie

ads

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Online Promotional Techniques

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Online Promotional Techniques

Web-Industry Awards– Winners’ pages are

featured on the sponsoring site• Webby Award• Web Marketing Association

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Online Promotional Techniques

Opt-in E-mail Advertising– Also called permission-based e-mail advertising– Recipient must formally agree to receive

advertising– The recipient gets information he or she wants,

and the advertiser can send a targeted message– Unsolicited e-mail advertising is called spam

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Traditional Promotional Methods

Word of mouth– Telling people about your site

Print material– URL appears on printed materials

Promotional giveaways– Magnets, coffee mugs, coasters, T-shirts, etc.

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Web Site Maintenance and Evaluation

Ongoing Maintenance, Updating, and Retesting Evaluating Web Site Performance

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Web Site Maintenance and Evaluation

Ongoing Maintenance, Updating, and Retesting– Add timely content– Check for broken links and add new links– Include a mechanism for gathering user feedback

and act on that feedback– Evaluate and implement new technologies– Retest site features periodically

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Web Site Maintenance and Evaluation

Evaluating Web Site Performance– Benchmarking– Web server log analysis

• Web server log analysis software

– Web analytics (also called Web metrics)• Unique vs. repeat visitor• Page views• Click-stream analysis• Conversion rate

Chapter 7: Promoting and Maintaining a Web Site 26

Chapter Summary

Explain how to test a Web site before it is published Describe how to publish a Web site to a Web server Identify ways to promote a published Web site Discuss the importance of maintaining and evaluating

a published Web site

Web Design,4th Edition

7Promoting andMaintaining a Web Site