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Launching Your EBusiness


Different search engine sites use differing indexing techniques. ... Write clear but descriptive Web page text that a search engine can index. ... – PowerPoint PPT presentation

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Title: Launching Your EBusiness

Launching Your E-Business
  • Chapter 10

Beta Testing Your Web Site
  • Software companies allow users to test their
    software programs before selling them to the
    public, in order to find problems in the
  • Testing its Web site with a beta launch is a good
    idea for an E-Business.
  • By allowing visitors to test its Web site before
    marketing it to the public, an E-Business can get
    feedback and make changes.

Marketing an E-Business
  • The early approach to marketing E-Businesses was,
    If we build it, they will come.
  • Today, this approach is not effective.
  • A web site is like a brick-and-mortar store
    built on a dead-end street with few people
    driving by
  • Most conventional marketing approaches are useful
    to the E-Business.
  • Some techniques and methods are unique to the
    E-Business environment.

Search Engines and Directories
  • The reality of Web marketing
  • Despite all marketing expenses, most viewers
    locate relevant Web sites through the use of
    search engines and directory services.
  • 81 of those surveyed found sites this way
  • Spiders software programs that automatically
    update a search engines indexes of Web pages by
    examining existing pages across the Web

Search Engines and Directories (contd)
  • Examples of search engines and directories
  • AltaVista
  • Northern Light
  • HotBot
  • GoTo.Com
  • Google
  • Yahoo
  • Meta search engines search other search engines
    then combine the results (MetaCrawler and

Search Engines
  • Use a variety of methods to gather and index
  • This process may take time due to the volume of
    materials to be examined.
  • Some services accept submissions (SubmitIt!)
  • Some may require a fee to review and index
    quickly. (p. 348-9)

Indexing Methods
  • Different search engine sites use differing
    indexing techniques.
  • This is why two different engines produce vastly
    different results at times.
  • Adding Meta Tags that accurately describe the
    content is important.
  • These tags are used by some indexing systems to
    help build their indexes.

Meta Tags
  • goes here
  • here, separated by a comma

Techniques to Improve Index Hits
  • Write clear but descriptive Web page text that a
    search engine can index.
  • Avoid using frames, or have an alternate
    no-frames site to help search engine spiders
    locate all Web pages at a Web site.
  • Use static HTML pages for products that can be
    indexed by search engines, instead of active
    pages that are generated by the server from data
    in a product database.

Techniques to Improve Index Hits (contd)
  • Use fewer or smaller images to keep page load
    times down.
  • Provide links to complementary pages.
  • Arrange for inbound links from other Web sites
    which are used by some search tools to determine
    a Web pages ranking or relevance.
  • Periodically review search engine results
  • Examine competitors site, including meta tags

Public Relations
  • A public relations effort is one of the more
    cost-effective marketing tools.
  • Part of the art of a public relations effort is
    writing effective press releases and sending
    those releases to the appropriate destinations at
    just the right time.
  • There are many businesses that specialize in
    providing public relations services.

Customer Communications
  • Direct communications with potential customers is
  • Key thoughts interactive, immediate, optional
    (opt-in vs. opt-out)
  • Usenet newsgroups and forms represent a
    significant way to disseminate news and respond
    to customer concerns.
  • Portray as an industry leader
  • Not for advertising, just informational

Affiliate Programs
  • Affiliate Web sites are an important source of
    customer referrals.
  • In an affiliate program, the E-Business pays a
    referral fee (usually a flat amount) or
    commission (a percentage of the sale) on all
    sales sent to the E-Business from another Web

Other Cost-Effective Promotion Methods
  • Link exchanges
  • Web rings
  • Awards
  • Word of mouth goodwill marketing

Web Ring
E-Business Advertising
  • Conventional advertising techniques may be
  • Including a Web address and an email address in
    conventional advertising materials is important.
  • URLs are everywhere (UPS)
  • This will drive potential customers to the Web
    site and promote brand awareness.
  • Web based advertising can be purchased from a
    number of popular portal sites.

E-Business Advertising
  • Banner Ads priced according to number of
    impressions (viewings)
  • Click-through rate - of viewers who click on a
    banner ad to view the advertised web site

A Portal With Ads
Benchmarking a Web Site
  • A benchmark is a performance-based objective for
    a businesss Web site.
  • The process
  • Determine the goals (increase sales, reduce
  • Set the benchmarks
  • Measure the results
  • Draw reasonable conclusions

The Benchmarks
  • A brick click E-Business has historical records
    to utilize
  • A new E-Business lacks historical or traditional
  • Look at sales, expenses, ratios, etc
  • May be difficult to attribute to a single source
    or input factor

Measuring Web Site ROI
  • Traditional financial measures available include
  • Look at customer satisfaction and intangible

Online Measurement Tools
  • Web metrics measuring web site performance
  • Web servers record all of the events that they
    process to files called log files.
  • A careful examination of these log files can
    reveal much about a Web sites effectiveness.
  • Analysis software is available to examine logs.

Logging and Tracking
  • Some of the information gained will be
  • Number of visitors
  • Number of page views
  • Views per visitor (how deep visitors are going)
  • IP addresses of visitor approx locations
  • Referring URLs
  • Browser type
  • Conversion rate (dividing of orders by of
  • Errors
  • Return visitors
  • Example page 365

Server Log
Web Metrics
  • Third-party analysis tools
  • Click trail the path a viewer takes thru a Web
  • Sticky web sites Web sites whose content keeps
    visitors coming back again and again without
    relying on advertising to bring them back
  • Web site traffic audit providers third party
    that validates web site traffic info (amount,
    type, etc.)
  • Media Metrix, Nielsen/NetRatings