Chapter Objectives

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 • Page display • Image display • Internal links • External links • Satisfy WAI guidelines • Correct any identified problems and retest Chapter 7: Promoting and Maintaining a Web Site

4. Web Site Testing • Target Audience Testing • What appeals to audience • What disinterests audience • Time spent on various pages • Visited / ignored links • Ease of navigation • Demonstration of confusion or annoyance Chapter 7: Promoting and Maintaining a Web Site

5. Web Site Publishing • Server space • Uploading Web site folders and files • Retesting published pages Chapter 7: Promoting and Maintaining a Web Site

6. Acquiring 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 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 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 • DoubleClick Performics 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 • Floating ads, Flash movie ads, and rich media 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 Chapter 7: Promoting and Maintaining a Web Site