ABSTRACT
Users are the ‘why’ when a website is conceived, developed, run, promoted and evaluated; without them, these activities do not make any sense. In this chapter, the following issues will be presented: how web design is implemented to reach the intended audience: web promotion (5.1.1); how to analyse the actual website usages, mainly through log file analysis (5.1.2); and how to assess and evaluate website usability (5.1.3). The fifth WCM element is also presented here: the ecological context of a website: how it is inserted and connected with the web itself (5.2), dealing with the issues of proximity (5.2.1), history (5.2.2) and authority (5.2.3).
