Directing Web Traffic: How to Get Users to Your Site and Keep Them There

by Philip Smith

This book is about how to create interest and awareness around a web how to keep visitors there as long as you need them and ensure that they see what you want them to. It also explains how to extract the information you need and strike up a relationship that continues after their departure from the site.
Unlike most books on web site promotion, Directing Web Traffic is a book by designers for designers. It is about how to use design effectively for the Internet, not only within a web browser but also in emerging technologies such as WAP and interactive television. It shows how creative off- and online promotional strategies generate interest in a site, and how design can ensure that interest is both maintained and directed. From search engine optimisation to pop-up advertisements, from navigation to affiliate deals, from online surveys to guerrilla marketing - tried and tested techniques are covered in detail. Profiles of successful sites and campaigns show how good Web marketing works, and examples of bad practice show what to avoid.

160 pages, Hardcover

First published November 1, 2002