Web Design, 4 th Edition 7 Promoting and Maintaining a Web Site

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 Site2

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 Site3

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 Site4

Web Site Publishing  Server space  Uploading Web site folders and files  Retesting published pages Chapter 7: Promoting and Maintaining a Web Site5

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 Site6

Acquiring Server Space Chapter 7: Promoting and Maintaining a Web Site7

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 Site8

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 Site9

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 Site10

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 Site11

Retesting Published Pages  Confirm that all images display properly  Make certain that no broken links exist  Ensure all interactive elements, such as forms, are functioning properly  If 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 Site12

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 advertising Chapter 7: Promoting and Maintaining a Web Site13

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 Site14

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 Site15

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 Site16

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 Site17

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 Site18

Online Promotional Techniques Chapter 7: Promoting and Maintaining a Web Site19

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 Site20

Online Promotional Techniques  Opt-in Advertising –Also called permission-based 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 advertising is called spam Chapter 7: Promoting and Maintaining a Web Site21

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 Site22

Web Site Maintenance and Evaluation  Ongoing Maintenance, Updating, and Retesting  Evaluating Web Site Performance Chapter 7: Promoting and Maintaining a Web Site23

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 Site24

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 Site25

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 Chapter 7: Promoting and Maintaining a Web Site26

Web Design, 4 th Edition 7 Promoting and Maintaining a Web Site