Using Web Deploy 3.6 both on IIS 8.5 (Windows Server 2012 R2) and IIS 7.5 (Windows 7), I cannot find the Deploy -> \"Import Web Application\" option. The \"Export Web Applic
Windows 10:
It uses Microsoft Wbe Deploy 4.0. You can check if it's already installed in the Control panel > Applications.
If it's already installed, and you can't see the "Deploy" option in IIS, you need to reinstall it and, during the setup, choose the custom or full install, including the UI options. Perhaps you can do that by choosing repair or Change from the control panel.
According to MS, You should be able to download it from Web Platform Installer, but I only found versions up to 3.6. However, I found this link for an stand-alone installer for 4.0:
https://download.visualstudio.microsoft.com/download/pr/e1828da1-907a-46fe-a3cf-f3b9ea1c485c/035860f3c0d2bab0458e634685648385/webdeploy_amd64_en-us.msi
NOTE: I'm using an Spanish Windows, so the name of the options can be wrong. For anyone using a non-English Windows, there is only one installer, and you'll see the menus and options in your language (at least in Spanish).