Maintaining and Evolving Successful Commercial Web Sites

Maintaining and Evolving Successful Commercial Web Sites

Managing Change, Content, Customer Relationships, and Site Measurement

1st Edition - December 10, 2002

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  • Author: Ashley Friedlein
  • eBook ISBN: 9780080510644

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Ashley Friedlein's first book, Web Project Management: Delivering Successful Commercial Web Sites, became a bestseller and an essential reference for Web professionals developing new sites. Maintaining and Evolving Successful Commercial Web Sites addresses the realities of successful sites today, namely the notion that maintaining and evolving a site is actually a bigger commitment than launching it. Management wants to maximize returns and obtain reliable performance data, customers demand better service and insist on sites that are more advanced yet easier to use, and the Web site must increasingly be integrated with the entire business even as the amount of information it handles continues to grow.Maintaining and Evolving Successful Commercial Web Sites focuses more on process, reality, and pragmatism and less on strategic theory. It provides the reader with the knowledge, tools, approaches, and processes to manage key site maintenance and evolution projects, providing answers to the following questions:*How can I better manage changes and updates to the Web site?*How can I scale up to allow more contributions to the site and more content and still maintain quality and control?*What is content management and how do I go about it?*How do I go about personalization or community building?*What is Customer Relationship Management (CRM) and how do I actually do it online?*How do I measure and report on how well the site is doing?*How do I avoid information overload?*How do I maximize the value the site creates?The book includes case studies to demonstrate candidly how the issues discussed in the book translate into reality.

Key Features

*Case studies show candidly how the issues discussed translate into reality.
*Describes content management & Customer Relationship Management (CRM) how to go about implementing them.
*Teaches how to measure & report on how well the site is doing, how to avoid information overload, & how to maximize the value the site creates.


People involved with all aspects of managing projects to do with Web site maintenance and evolution.

Table of Contents

  • Preface
    Part I Change Management

    1 Reviewing and Reporting Progress

    1.1 Management Summary

    1.2 Progress Report

    1.3 Risks and Issues

    2 Procedures for Managing Site Updates

    2.1 Documentation

    2.1.1 Definition of Terms/Glossary

    2.1.2 Site Map

    2.1.3 Content and Functional Specifications

    2.1.4 Technical Specification

    2.1.5 Design and Brand Guidelines

    2.1.6 Policies

    2.1.7 Publishing Procedures

    2.1.8 Service-Level Agreements (SLAs)

    2.1.9 Other Contracts and Agreements

    2.2 Contact Information

    2.3 Categorizing Types of Change

    2.3.1 Naming

    2.3.2 Grading

    2.4 Change Processes

    2.4.1 Single Points of Contact

    2.4.2 Evolving Stages of Web Site Maintenance

    2.4.3 Process Mapping

    2.5 Change and Update Requests

    2.6 Scheduling Changes


    Part II Content Management

    3 Introducing Content Management

    3.1 What Is Content Management?

    3.2 Why Is Content Management Needed?

    3.3 What Web Content Management Cannot Achieve

    4 Content Management in Action: A Practical Example

    4.1 The Home Page

    4.2 Content Collection, Management, and Publishing

    4.3 Workflow

    5 Key Concepts and Building Blocks

    5.1 Structuring Content

    5.2 The Content Model

    5.3 Content Objects and Classes

    5.4 Content versus Functionality

    5.5 Separation of Content and Presentation

    5.6 Metadata

    5.7 Templates

    5.8 Personalization

    5.9 XML

    5.10 Content Life Cycle

    5.11 Workflow

    6 Content Management Systems (CMS)

    6.1 What Is a Content Management System (CMS)?

    6.1.1 Collect

    6.1.2 Manage

    6.1.3 Publish

    6.1.4 Related Systems

    6.2 Selecting a CMS

    6.2.1 Build versus Buy

    6.2.2 Selection Process

    6.2.3 Selection Criteria

    6.3 Evolving toward a CMS

    6.3.1 The Early Webmaster Phase

    6.3.2 The Mature Webmaster Phase

    6.3.3 The Early Database Phase

    6.3.4 The Mature Database Phase

    6.3.5 Full CMS

    7 Tackling a Content Management Project

    7.1 Project Clarification

    7.1.1 Project Sponsors

    7.1.2 Project Team

    7.1.3 Project Mission

    7.1.4 Organization Interaction Plan

    7.1.5 Audits

    7.1.6 Requirements Gathering

    7.1.7 Change Management

    7.1.8 Risks and Issues

    7.1.9 Initial Project Plan and Budget

    7.1.10 Deliverables

    7.2 Solution Definition

    7.2.1 Content Model

    7.2.2 User Segments and Personalization Rules

    7.2.3 Templates and Page Designs

    7.2.4 Content Creation, Migration, and Collection

    7.2.5 Workflows

    7.2.6 Localization Plan

    7.2.7 Reporting and Analysis

    7.2.8 Technology

    7.2.9 Testing

    7.2.10 Deployment and Rollout Plan

    7.2.11 Maintenance and Staffing Plan

    7.2.12 Project Documentation

    7.2.13 Deliverables

    7.3 Project Specification

    7.3.1 CMS Selection Process

    7.3.2 Create the Project Specification

    7.3.3 Final Project Plan and Budget

    7.3.4 Risks and Issues

    7.3.5 Sign-Off and Change Control

    7.3.6 Deliverables

    7.4 Content

    7.4.1 Content Authoring and Capture

    7.4.2 Content Conversion and Processing

    7.4.3 Content Acquisition and Syndication

    7.4.4 Testing and Quality Control

    7.4.5 Training

    7.4.6 Update Project Documentation

    7.4.7 Deliverables

    7.5 Design and Construction

    7.5.1 Project Management

    7.5.2 CMS Installation and Configuration

    7.5.3 Content Collection and Migration

    7.5.4 Training and Consulting Services

    7.5.5 Change Control and Risk Management

    7.5.6 Deliverables

    7.6 Testing, Launch, and Handover

    7.6.1 Testing

    7.6.2 Deployment and Rollout

    7.6.3 Localization

    7.6.4 Documentation

    7.6.5 Training

    7.6.6 Handover

    7.6.7 Internal Communications

    7.6.8 Deliverables

    7.7 Maintenance

    7.7.1 Managing Changes and Updates

    7.7.2 Service-Level Agreements

    7.7.3 Phase 2 Project Planning

    7.7.4 Deliverables

    7.8 Review and Evaluation

    7.8.1 Project Review

    7.8.2 Content Return on Investment

    7.8.3 Recommendations

    7.8.4 Deliverables


    Part III Customer Relationship Management

    8 A CRM Primer

    8.1 What Is Customer Relationship Management (CRM)?

    8.2 eCRM: The Digital Opportunity

    8.2.1 Build Closer Relationships with Customers

    8.2.2 Understand Your Customers Better

    8.2.3 Increase Competitive Differentiation

    8.2.4 Higher Levels of Accountability

    8.2.5 Tactical Strengths

    8.2.6 Cost Efficiencies

    8.2.7 Improved Testing and Proposition Development

    8.3 The Business Case

    8.4 Customer Value

    8.5 The Single Customer View

    9 Understanding Your Users

    9.1 Segmentation

    9.2 Customer Data

    9.2.1 Capturing Customer Data

    9.2.2 Permission and Privacy

    9.2.3 Managing Customer Data

    10 Personalization

    10.1 What Personalization Is and What It Promises

    10.2 What We've Learned So Far

    10.3 How to Personalize

    11 Community

    11.1 What Community Is and What It Promises

    11.2 What We've Learned So Far

    12 Customer Service

    12.1 What Online Customer Service Is and What It Promises

    12.2 What We've Learned So Far


    Part IV Site Measurement

    13 The Promises and Challenges of Web Site Measurement

    13.1 Promises

    13.1.1 More Effective Marketing

    13.1.2 Improved Customer Retention

    13.1.3 Increased Sales

    13.1.4 Automated Site Performance Management

    13.2 Challenges

    13.2.1 Information Overload

    13.2.2 Data Quality

    13.2.3 Few Common Standards or Metrics

    13.2.4 Privacy and Security

    13.2.5 No Single Customer View

    13.2.6 Slow, Error-Prone, or Unavailable Sites

    14 The Evolution of E-intelligence

    14.1 The Arrival and Development of E-metrics

    14.2 Increasing Sophistication and Customer-Centricity

    15 Measurement Approaches and Techniques

    15.1 Site-Centric Measurement

    15.1.1 Metrics

    15.1.2 Measurement Techniques

    15.2 User-Centric Measurement

    15.2.1 Metrics

    15.2.2 Measurement Techniques

    16 Reporting and Analysis

    16.1 Defining a Measurement Framework

    16.2 The Importance of Analysis

    16.3 Design for Analysis

    16.3.1 Information Architecture

    16.3.2 Templating

    16.3.3 Design Guidelines

    16.3.4 Navigation Guidelines

    16.3.5 Technology Infrastructure

    16.3.6 Metadata and Tagging

    16.3.7 URL Policy

    16.3.8 Naming Conventions

    16.3.9 Logging

    16.4 Choosing a Measurement Tool

    16.5 Report Scheduling and Distribution

    16.6 Example Reports

    16.6.1 Traffic

    16.6.2 Customer Loyalty

    16.6.3 E-commerce

    16.6.4 Campaigns

    17 How to Improve a Web Site

    17.1 Get the Basics Really Right

    17.2 A Combined Hard and Soft Approach

    17.3 Content Management

    17.4 Improving the Moments of Truth

    17.4.1 Home Page

    17.4.2 Site Entry Page

    17.4.3 Registration

    17.4.4 Checkout

    17.4.5 Search

    17.4.6 Contact

    17.5 Usability

    17.5.1 Usability Techniques and Practices

    17.5.2 Navigation

    17.6 Viral Marketing Tools

    17.6.1 Send to a Friend

    17.6.2 Email Forwarding

    17.6.3 Print This Page

    17.6.4 Save to Disk

    17.6.5 Privacy

    17.7 E-commerce

    17.7.1 Improving Customer Acquisition

    17.7.2 Increasing Basket Size and Share of Wallet

    18 Tackling a Web Site Measurement Project

    18.1 Tactical Initiatives

    18.1.1 Planning and Education

    18.1.2 Implementation

    18.2 Process for Medium to Large Projects

    18.3 Project Clarification

    18.3.1 Project Sponsors

    18.3.2 Project Team

    18.3.3 Project Mission

    18.3.4 Organization Interaction Plan

    18.3.5 Audits

    18.3.6 Customer Insight

    18.3.7 Requirements Gathering

    18.3.8 Education

    18.3.9 Risks and Issues

    18.3.10 Initial Project Plan and Budget

    18.3.11 Deliverables

    18.4 Solution Definition

    18.4.1 Measurement Framework

    18.4.2 Metrics

    18.4.3 Data

    18.4.4 Reporting

    18.4.5 Analysis

    18.4.6 Technology

    18.4.7 Testing

    18.4.8 Deployment and Rollout

    18.4.9 Maintenance

    18.4.10 Project Documentation

    18.4.11 Deliverables

    18.5 Project Specification

    18.5.1 Create the Project Specification

    18.5.2 Buy versus Build

    18.5.3 Vendor Selection

    18.5.4 Final Project Plan and Budget

    18.5.5 Training

    18.5.6 Sign-Off and Change Control

    18.5.7 Deliverables

    18.6 Content

    18.6.1 Assemble Test Data

    18.6.2 Test Data Processes

    18.6.3 Deliverables

    18.7 Design and Construction

    18.7.1 Project Management

    18.7.2 Change Control and Risk Management

    18.7.3 Training and Consulting Services

    18.7.4 Deliverables

    18.8 Testing, Launch, and Handover

    18.8.1 Testing

    18.8.2 Deployment and Rollout

    18.8.3 Internal Marketing

    18.8.4 Training

    18.8.5 Documentation

    18.8.6 Handover

    18.8.7 Deliverables

    18.9 Maintenance

    18.9.1 Maintenance Plan

    18.9.2 Prepare for the Next Phase

    18.9.3 Change Management

    18.9.4 Deliverables

    18.10 Review and Evaluation

    18.10.1 Project Review

    18.10.2 Evaluate Results

    18.10.3 Recommendations

    18.10.4 Deliverables


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Product details

  • No. of pages: 442
  • Language: English
  • Copyright: © Morgan Kaufmann 2002
  • Published: December 10, 2002
  • Imprint: Morgan Kaufmann
  • eBook ISBN: 9780080510644

About the Author

Ashley Friedlein

Ashley Friedlein is cofounder and CEO of e-consultancy (, an online and offline service for U.K. e-business professionals, providing access to the best e-business information and advice. Previously, he was lead strategist and senior producer at Wheel, where he successfully managed the development, delivery, and ongoing maintenance of several major Internet sites, in particular those for media owners. Ashley comes from a background in digital media production, having worked at Pearson and Bloomberg and with the major U.K. broadcasters. He is the author of Web Project Management: Delivering Successful Commercial Web Sites (2001).

Affiliations and Expertise

e-consultancy, London, U.K.

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