Web Design, 4 th Edition 7 Promoting and Maintaining a Web Site.
-
Upload
rhoda-owens -
Category
Documents
-
view
213 -
download
0
Transcript of 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
Chapter 7: Promoting and Maintaining a Web Site 4
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?
Chapter 7: Promoting and Maintaining a Web Site 5
Web Site Publishing
Server spaceUploading Web site folders and filesRetesting published pages
Chapter 7: Promoting and Maintaining a Web Site 6
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
Chapter 7: Promoting and Maintaining a Web Site 7
Acquiring Server Space
Chapter 7: Promoting and Maintaining a Web Site 8
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
Chapter 7: Promoting and Maintaining a Web Site 9
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
Chapter 7: Promoting and Maintaining a Web Site 10
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
Chapter 7: Promoting and Maintaining a Web Site 11
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
Chapter 7: Promoting and Maintaining a Web Site 12
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
Chapter 7: Promoting and Maintaining a Web Site 13
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
Chapter 7: Promoting and Maintaining a Web Site 14
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
Chapter 7: Promoting and Maintaining a Web Site 15
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
Chapter 7: Promoting and Maintaining a Web Site 16
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
Chapter 7: Promoting and Maintaining a Web Site 17
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
Chapter 7: Promoting and Maintaining a Web Site 18
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
Chapter 7: Promoting and Maintaining a Web Site 19
Online Promotional Techniques
Chapter 7: Promoting and Maintaining a Web Site 20
Online Promotional Techniques
Web-Industry Awards– Winners’ pages are
featured on the sponsoring site• Webby Award• Web Marketing Association
Chapter 7: Promoting and Maintaining a Web Site 21
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
Chapter 7: Promoting and Maintaining a Web Site 22
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.
Chapter 7: Promoting and Maintaining a Web Site 23
Web Site Maintenance and Evaluation
Ongoing Maintenance, Updating, and Retesting Evaluating Web Site Performance
Chapter 7: Promoting and Maintaining a Web Site 24
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
Chapter 7: Promoting and Maintaining a Web Site 25
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