CASE STUDY I.

Introduction: ( Gii thiu ):

- Thit k v pht trin web ti trung tm ca eMarketing rt thnh cng, nhng nhiu ngi tip th khng hiu tm quan trng v t nn mng vng chc y. - Mt cn nh mun vng chc phi c nn mng thc s tt. - Thit k v pht trin web cng vy, n l cha kha web hot ng n nh, tui th v thm ch c kh nng m rng. - Pht trin mt trang web lin quan n vic la chn mu sc v hnh nh tiu . - iu quan trng phi nh rng, trang web l mt cng c tip th mang li doanh thu cho cng ty. - Cc trang web c xy dng phc v nhu cu ca ngi s dng. Mt trang web khng phi l mt ci g m ngi dng nhn chm chm vo - Chuyn hng thng i hi phi hnh ng v tng tc t ngi truy cp web. Nu ngi s dng nhu cu c phc v, trang web s c nhiu kh nng cho php cc cng ty t c mc tiu ca h. - H thch nhng trang web m ch cn lm vic m khng cn suy ngh bt k iu g. V eMaketing lm c nh vy

II.

How it works:

- Kh nng s dng l mt s yu t cn c xem xt khi pht trin mt trang web. Kh nng hin th tm kim ng c l yu t quan trng th hai. - Khng ai c th ph nhn tm quan trng m cng c tm kim trong tip th trc tuyn - Tm quan trng ca lu lng truy cp tm kim cn phi c xc nh trc khi trang web c xy dng. - Thm m thit k hin nay l yu t quan trng nht nhng iu chc chn khng c ngha rng cc trang web cn phi c xy dng xu x nh vy . N ch c ngha l: thit k nhu cu l bn l trn kh nng s dng v kh nng hin th cng c tm kim ch khng phi ngc li. Web vn c th l tuyt p nu h ch cn thc hin cc mc tiu khc.V cha kha y l kh nng s dng v chuyn i thit k nh hng.

gm 3 phn:

Usability: ( kh nng s dng) Search Engine Visibility Design

1. Usability: ( kh nng s dng)
- Khi Steve Krug vit cun sch tuyt vi vi kh nng s dng web ca mnh, ng mang tn "ng Lm nhng g Ti ngh! ". S dng quy c chun, chng hn nh s khc bit ca cc lin kt l (mu xanh v gch chn l tiu chun), trn hoc bn tri menu v biu tng gc trn bn tri. - Cc hp tm kim thng l trn u trang, v nn s dng t ng tiu chun, chng hn nh "tm kim" dng cc nt. - yu t quan trng l phi quen thuc vi ngi dng web, c ngha l h bit ngay lp tc tm kim hoc lm th no s dng chng, quan trng cc yu t (nh menu, biu tng, mu sc v cch b tr) nn khc bit, d dng tm thy v nht qun trong sut trang web. - Kin trc thng tin ca mt trang web l rt quan trng n kh nng s dng. Ch v phn loi nn chy t rng thu hp, v nn c xy dng xung quanh nhu cu ca ngi s dng - Cc tin ch nn c sn t mi trang, v hin th r rng kin trc thng tin ca trang web. Web phi Nng ng, s trang web c th c s dng sitemap c cp nht t ng. Cc Danh mc cng nn cho ngi s dng bit h ang ni no trong trang web

2. Search Engine Visibility (NG C TM KIM KH NNG HIN TH)

- Cng c tm kim lu lng truy cp l rt quan trng n mt trang web, m khng c n, rt c th l cc trang web s khng bao gi thc hin chc nng tip th ca mnh. Ti u ha cng c tm kim c nhng chng ring trong cun sch ny, nhng y l cha kha cn nhc khi ni n thit k v pht trin web. a/ ghi nhn nhng iu phi chnh xc: URL, th alt, th tiu v siu d liu:

- URL nn cng ngn gn v m t cng tt. cc URL yu cu pha my ch vit li i ph vi cc thng s nng ng trong cc URL. - Th alt - Bn bao gi ch i cho mt trang ti? - K t khi cng c tm kim c vn bn, khng hnh nh, th m t l cch duy nht bit - h nhng g cc hnh nh, nhng y vn ch yu cho ngi dng. Vn bn c gi cho - trnh duyt cng s c nhng th ny ni cho ngi dng nhng g ang c. c ngha m t chc chn m thanh tt hn rt nhiu so vi "image1", "image2", "image3". - Tiu thuc tnh - bn c th alt trn mt yu t hnh nh HTML nn bn c th c mt thuc tnh tiu trn hu nh bt k phn t HTML no. V y l vn bn, n cng s c c c bng cch tm kim. - vng vng .on ni ni chuyn qua lun b/ kin trc thng tin T chc tt thng tin quan trng cho cng c tm kim th n s gip dnh cho ngi dng mt cch hiu qu nht cu trc lin kt s cung cp cc li ch tm kim bng xp hng, v m bo rng mt cng c tm kim ch mc tt c cc trang ca trang web ca bn.

3.

Design Thit K:

- Ngoi hnh c th khng quan trng i vi cng c tm kim - Mi trang web cn c thit k vi mc tiu r rng. - Chuyn i nhiu hnh thc v c th bao gm nhng iu sau y: *Sale - ni ngi dng mua sn phm trc tuyn bng cch s dng th tn dng ca h *Lead - ni m ngi dng gi chi tit lin lc v yu cu bit thm thng tin *Sign up- ni ngi dng opts cho cc bn tin tip th qua email *Download - ni m ngi dng ti v mt tp tin t trang web. - Trc khi thit k mt trang web, nghin cu nhng hnh vi khch hng v i th cnh tranh xc nh nhng mc tiu, h mong i nhng g.

- iu ny c ngha rng trc khi bt u lm vic g, phi c mc tiu , c bn r rng, trang web nn lm vic nh th no. l tt c v c s l thuyt ca phn DESIGN .

Thit k xy dng uy tn (design to establish credibility)

-Di y l mt s cc tn hiu m khch truy cp s dng, xc nh tin cy ca mt trang web: - S in thoi ni bt v a ch trn np gp - Thng tin v c nhn, thng tin v cng ty - Nim tin l quan trng v iu ny l mt cch khuyn khch n. - Thit k cng nh hng n kh nng tip cn ca mt trang web. V d nh: thit k cho mn hnh ln nht ngi dng di chuyn qua v xung xem trang web. Bng tinh t, nn mu sc vn bn v phng ch a thch cng c th lm tng thm nhiu ngi s dng

using CSS
CSS l vit tt ca Cascading Style Sheets, c nh ngha bi W3C l "mt c ch n gin thm to phong cch p cho 1 trang web. (v d, phng ch, mu sc, khong cch) vo ti liu web " Trong nhng ngy u ca web, cc nh thit k c xu hng s dng cc bng t ra ni dung cho mt trang web, v nhiu trang web vn lm nh vy ngy hm nay. Tuy nhin, cc trnh duyt khc nhau, v ngay c nhng phin bn khc nhau ca trnh duyt, tt c cc m h tr khc nhau, dn n cc trang web m ch lm vic trn cc trnh duyt nht nh, hoc m cng knh i ph vi tt c cc khc nhau, phin bn yu cu. Cc tiu chun web bao gm:

HTML (HyperText Markup Language)( CSS (Cascading Style Sheets) XML (eXtensible Markup Language

XHTML (eXtensible HyperText Markup Language) DOM (Document Object Model) - CSS l ngn ng b cc tiu chun. N iu khin mu sc, kiu ch v kch thc v v tr ca cc yu t trn mt trang web. Trc y, cc nh pht trin web c to ra hng dn cho mi trang trong mt trang web. Vi CSS, mt tp tin duy nht c th kim sot xut hin ca mt ton b trang web. -CSS cho php thit k v pht trin tch ring trinh by t ni dung. iu ny c mt s li ch chnh: Cc trang web d dng hn duy tr v cp nht, v d tip cn hn Ni dung c th c cp nht mt cch d dng bi mt ngi khng phi l mt nh thit k web hoc pht trin Thay i ton cu c th c p dng mt cch nhanh chng v d dng -CSS cng c th: Gim thi gian ti bng thng v Tng kh nng tng thch cho trnh duyt V d: Joomla!l mt m ngun m CMS.

III. pros and cons

Khng c khuyt im thit k mt trang web cho ngi dng ca bn u tin, m quan trng nht N c th yu cu mt s t duy sng to khi n i km m bo rng cc tng lp d c th truy cp v c th s dng, Cc trang web p khng cn phi c hy sinh cho Ph hp tiu chun.

IV. summary
nhng nn tng thit k thnh cng mt trang web l: Kh nng s dng v kh nng tip cn kh nng hin th cng c tm kim thit k pht trin mt trang web cn m bo rng tt c cc ni dung cn thit c th c truy cp bi cc cng c tm kim. Cha kha quan trng ny l:

 kin trc thng tin v iu hng r rng Tun th cc tiu chun HTML v chc nng hot ng trn tt c cc trnh duyt m t cch t tn ca cc yu t cc trang web c ngha khi khng c hnh nh v khi truy cp bng cc trnh duyt c vn bn.

V. the bigger picture

- Vi vai tr rt quan trng m cng c tm kim, trong cc cch m mi ngi truy cp vo Internet v truy cp cc trang web, thit k v pht trin web i i vi SEO.V tt nhin, cc chin dch tip th email v thm ch c cc chin dch lin kt thng yu cu cc trang ch phi ty chnh. thit k v pht trin thnh cng 1 trang web l thit k cc c s ca 1 trang web, cc kt qu thng to thnh nn tng ca bt k 1 eMarketing no. Bn phi hiu nhu cu ca ngi s dng ca bn, a ra cc chin lc xy dng web trn mt c s vng mnh. Hu nh tt c eMarketing c thit k c c ngi dng n mt trang web ni h chuyn i thnh khch hng - pht trin web thc s l trung tm ca tt c cc hot ng eMarketing ca bn..

Case study questions:

1.Bn qu tng trc tuyn c th l kh khn nh ngi mua sm khng th nhn thycc sn phm thc t h ang mua. Mt s cch m cc thit k trang web nhm mc ch khc phc iu ny l g? 2. Lm th no iu hng gii quyt nhu cu ca ngi s dng khng? 3. L trang web c th c s dng cho mt s hot ng eMarketing nh th no? Chapter questions: 1.Why l c bn xy dng cc trang web cho cc nhu cu ca ngi s dng utin?Mt s cch thc m yu cu ngi s dng thng bo qu trnh pht trin web vthit k l g?

2.Vin thm mt trang web bn l, chng hn nh www.amazon.com v mt trang web tin tc, chng hn nh www.news.bbc.co.uk, v xc nh cc yu t trang ph bin ca mi.Nhng yu t chung cho c hai trang web? 3. S khc bit gia mt bn trang web HTML v trang web bn XML l g? 4.Mt hnh nh c th c gi tr mt ngn t khch truy cp trang web, nhng c thc kh v ngha tm kim ng c nhn. Lm th no iu ny c th c u tranh chng li bi qun tr web?