Intro to Web Design 6e Chapter 7

1. 1
Web Design 6E
Chapter 7: Promoting and Maintaining a Website
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2. 2
Chapter Objectives
•Explain how to test a website before it is published
•Describe how to publish a website to a web server
•Identify ways to promote a published website
•Discuss the importance of maintaining and evaluating a
published website
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otherwise on a password-protected website for classroom use.

3. 3
Website Testing (1 of 2)
•Ensure navigation is user-based and user-controlled
•Identify structural problems or content issues
•Evaluate the following:
• Does my website meet its goals and objectives?
• Does the design and functionality incorporate UX?
• Have I met accessibility standards?
• Have I incorporated RWD standards?
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otherwise on a password-protected website for classroom use.

4. 4
Website Testing (2 of 2)
•Beta testing involves using a prepublication version
• Beta website
• Some are password-protects
•Staging server enables testing in environment similar to
live web server
•Sometimes testing occurs on two or more website
versions
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otherwise on a password-protected website for classroom use.

5. 5
Self- and Internal Testing
•Limited to those involved in web design
• Images and multimedia should appear and work
• Test the navigation and search tools
• Test internal and external links
-Broken link does not work
• WAI guidelines
• Use optimization tools
• RWD compliance
• Correct any problems
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otherwise on a password-protected website for classroom use.

6. 6
Target Audience Testing (1 of 3)
•Recruit outside testers
• Use a variety of devices and screen sizes
• Colleagues not involved in development
• Target audience
• Test navigation and links
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otherwise on a password-protected website for classroom use.

7. 7
Target Audience Testing (2 of 3)
•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 website?
•Do they at any time demonstrate any confusion or
frustration?
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otherwise on a password-protected website for classroom use.

8. 8
Target Audience Testing (3 of 3)
•Ask testers to complete a UX survey
• Did the website’s content satisfy wants, needs, expectations
• Was the content interesting and valuable?
• Was it easy or difficult to navigate?
•After testing, consider all feedback
•Implement suggestions that support goals and
objectives, meet audience needs, improve value
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otherwise on a password-protected website for classroom use.

9. 9
Website Publishing
•After testing, publish to live server
• Acquire a domain name
• Allot server space
• Upload files
-HTML and CSS
-Images
-Multimedia
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otherwise on a password-protected website for classroom use.

10. 10
Domain Name (1 of 2)
•Use business or organization name
•Avoid abbreviations and hyphens
•Add words that further specify purpose
•Purchase as many TLDs as possible
•Use an accredited registrar
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otherwise on a password-protected website for classroom use.

11. 11
Domain Name (2 of 2)
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otherwise on a password-protected website for classroom use.

12. 12
Server Space (1 of 3)
•A web server runs server software
• Displays webpages upon browser request
•Web hosting companies offer space for monthly fee
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otherwise on a password-protected website for classroom use.

13. 13
Server Space (2 of 3)
•Web servers can be dedicated, shared, cloud-based
•Dedicated web server hosts only hour website
•Shared web server hosts multiple websites
• Virtual private server (VPS) dedicated space on shared
server
•Cloud-based web servers offer virtual storage
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otherwise on a password-protected website for classroom use.

14. 14
Server Space (3 of 3)
•How much server space will I have? Are there limits
•What is procedure for updating and republishing pages?
•Support for e-commerce, multimedia, interactivity?
•What is typical response time for technical support?
•Does the server experience outages?
•Have servers had security breaches?
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otherwise on a password-protected website for classroom use.

15. 15
Uploading Website Folders and Files
•Uploading all website files to the server specified by your
web hosting service
• Dedicated folder
• Know name and URL of server
• Before uploading, move unnecessary files to save space and
limit page loading time
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otherwise on a password-protected website for classroom use.

16. 16
Content Management System
•You save files to host’s web server as you create them
•Files exist on server but not on the web until you publish
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otherwise on a password-protected website for classroom use.

17. 17
File Transfer Protocol (1 of 2)
•An FTP client is used to transfer files using the FTP
protocol
•Provides split view of folders and files on a local
computer and remote computer
•After you publish the website, you can sync the
files, which makes sure they any changed files are
the same on both servers.
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otherwise on a password-protected website for classroom use.

18. 18
File Transfer Protocol (2 of 2)
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otherwise on a password-protected website for classroom use.

19. 19
Web Design Tool (1 of 2)
•Allows you to upload your website directly from
within the program
•You need to arrange for server space
• Provide name and URL of server
• Username and password
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otherwise on a password-protected website for classroom use.

20. 20
Web Design Tool (2 of 2)
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otherwise on a password-protected website for classroom use.

21. 21
Retesting Published Pages
•Confirm that all images display properly
•Make certain that no broken links exist
•Ensure all interactive elements function properly
•Correct the page file(s) and then upload the corrected
page file to the server
•Skim the content
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otherwise on a password-protected website for classroom use.

22. 22
Website Promotion
•Promote your website to reach the target audience
•Use online and offline promotional techniques
•Maximize search tool exposure
•Consider purchasing ads
• Geotargeting provides ad content based on visitor’s location
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otherwise on a password-protected website for classroom use.

23. 23
Social Media (1 of 3)
•Basic social media presence is easy a nd free
•Share updates
•Invite customers to events
•Ask for feedback
•Create targeted ads
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otherwise on a password-protected website for classroom use.

24. 24
Social Media (2 of 3)
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otherwise on a password-protected website for classroom use.

25. 25
Social Media (3 of 3)
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otherwise on a password-protected website for classroom use.

26. 26
Search Engine Optimization
•SEO refers to applying design and development
techniques to appear at top of search results
• Include meta tags
• Page titles
• Clearly worded text
• Density of keywords
-Keyword stuffing is adding commonly used terms to increase
rankings
• Incoming links
•Consider hiring an SEO expert
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otherwise on a password-protected website for classroom use.

27. 27
Search Tool Indexing
•When your website appears in indexes, visitors can find
it using relevant keywords
•Can register your URL with search engines and
directories
• Bing
• Google
•A Search tool submission service registers websites with
multiple search tools
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otherwise on a password-protected website for classroom use.

28. 28
Online Advertising (1 of 4)
•Google AdWord and Bing Ads
•Pay-per-click
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otherwise on a password-protected website for classroom use.

29. 29
Online Advertising (2 of 4)
•Banner ads are rectangular ads that link to website
• Vertical banners are sidebar ads
•Click-through is when visitors click the ad to reach the
advertiser’s website
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otherwise on a password-protected website for classroom use.

30. 30
Online Advertising (3 of 4)
•Rich media ads contain multimedia elements
• Floating ads
• Expandable banner ads
• Multimedia ads
• Pop-up ads
• Pop-under ads
•Publishers charge based on impressions (number of
views)
© 2018 Cengage. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or
otherwise on a password-protected website for classroom use.

31. 31
Online Advertising (4 of 4)
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otherwise on a password-protected website for classroom use.

32. 32
Mobile and In-App Advertising
•Mobile web ads appear in mobile
version of website
•In-app ads appear while using an
app
• More expensive than mobile web ads
• In-video ads
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otherwise on a password-protected website for classroom use.

33. 33
Advertising Networks and Affiliate Programs (1 of 2)
•Advertisers want to purchase ads
•Publishers sell ads on their websites
•Advertising networks complete ad sale transactions
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otherwise on a password-protected website for classroom use.

34. 34
Advertising Networks and Affiliate Programs (2 of 2)
•Affiliate Programs are e-commerce performance-
based online advertising programs
• Advertiser pays a fee or commission on sales generated
by links on publishers’ websites
• Landing pages
•Affiliate management networks establish
relationship between advertisers and publishers
•Reciprocal links are between two website owners
who place links to each other’s websites on their
webpages
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otherwise on a password-protected website for classroom use.

35. 35
Opt-In Advertising
•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
• Creating a list of opt-in subscribers often is a focus of calls-to-
action
• Always provide options to unsubscribe
• Avoid sending spam
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otherwise on a password-protected website for classroom use.

36. 36
Offline Promotional Techniques
•Word-of-mouth
• Telling people about your website
•Printed material
• URL appears on printed materials
• QR codes
•Promotional giveaways
• Magnets, coffee mugs, coasters, T-shirts, etc.
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otherwise on a password-protected website for classroom use.

37. 37
Website Maintenance and Evaluation
•The web is a dynamic environment
•Rapid changes in technology and visitors’ expectations
•The work of maintaining a website never ends
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otherwise on a password-protected website for classroom use.

38. 38
Ongoing Maintenance, Updating, and Retesting (1 of 2)
•Add and promote timely content
•Include calls-to-action
•Maintain functional navigation system
•Use analytics
•Evaluate and implement new technologies
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otherwise on a password-protected website for classroom use.

39. 39
Ongoing Maintenance, Updating, and Retesting (2 of 2)
•Most web design tools and CMS platforms include
capability to update page content by editing HTML files
• Ensure you have the most current HTML file and backup
originals
• Edit webpage
• Preview the webpage
• Upload or republish webpage
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otherwise on a password-protected website for classroom use.

40. 40
Evaluating Website Performance (1 of 2)
•After publishing, evaluate the website performance
towards achieving goals and purpose
•Analytics determine fees a website can charge for ads
•Large websites follow a formal evaluation plan
•Professional marketers provide complete analytic
packages
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otherwise on a password-protected website for classroom use.

41. 41
Evaluating Website Performance (2 of 2)
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otherwise on a password-protected website for classroom use.

42. 42
Analytics (1 of 2)
•Web analytics (also called web metrics)
• Server log analysis
• Geolocation
• Device type
• Social media sharing
• Tracking cookies
• Page tagging
• Sales data
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otherwise on a password-protected website for classroom use.

43. 43
Analytics (2 of 2)
•Unique visitors are individual website visitors
•Repeat visitors visits more than once
•Page views determine page popularity
•Click-stream analysis identifies how a user moves
through website
•Conversion rate is rate at which shoppers buy
•Monetization overall profit
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otherwise on a password-protected website for classroom use.

44. 44
Benchmarking
•Benchmarking involves using a defined standard to
measure overall performance or evaluate a specific
aspect of a website
•After evaluation, adjust benchmark goals as necessary
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otherwise on a password-protected website for classroom use.

45. 45
Web Server Log Analysis
•Web server log analysis provides:
• Requesting computer’s IP address
• Browser making the request
• Date and time of request
• URUL of referring link
• Path a visitor takes through website
•Web server log analysis software
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otherwise on a password-protected website for classroom use.

46. 46
Chapter Summary
•Explain how to test a website before it is published
•Describe how to publish a website to a web server
•Identify ways to promote a published website
•Discuss the importance of maintaining and evaluating a
published website
© 2018 Cengage. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or
otherwise on a password-protected website for classroom use.