Claims:1. We analyze the current possibilities of internet marketing and their possible uses in e-commerce and to propose a procedure for creating internet
marketing, including the possibility of evaluating its success.

2. We provide a universal approach to creating an online marketing campaign and were not intended as a solution for one specific e-commerce, but as a collection of knowledge, recommendations and procedures for all entities considering setting up or developing their online marketing. This part includes the process of analyzing the actual state and goals of the company, describes
the process of creating the strategy itself and defining the marketing mix in the Internet environment. It also deals more extensively with the selection of an application for running e-commerce. It also defines the financial demands of the most used internet marketing tools, including the costs incurred in creating websites. Lastly, it deals with methods that can be used to measure, control
and evaluate the internet marketing strategy used.
3. The work meets all the objectives and forms a whole that describes the area of current Internet marketing and provides basic knowledge and procedures for all who are interested in creating their own and more specific strategy of online marketing campaigns.
, Description:

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25 [01] FIELD OF THE INVENTION
The present invention relates to analyze the current possibilities of internet marketing and their possible uses in electronic commerce. This analysis is followed by the main goal of the work, which is to propose a procedure for creating an Internet marketing strategy, including the possibility of evaluating its success, which can be used by all entities engaged in electronic commerce.
[02] BACKGROUND OF THE INVENTION

Compared to previous years, electronic communication has not only penetrated ordinary Internet users, but has also become an advantageous trading tool. The Internet is an essential part of corporate strategies, and the concepts of e-commerce or e-business have become a reality for many companies, from which they benefit on a daily basis. E- commerce has experienced a stormy boom in the last decade, which is evident mainly from the increase in the importance and sales of online stores, which offer their goods or services through Internet portals. Most businesses already consider e-commerce to be an integral part of their business and are trying to outperform the competition. Virtually every sales company already owns or is preparing to do so. The reason is, of course, to increase profits, outperform the competition and increase customer comfort. Electronic (sometimes also referred to as Internet or online) marketing is an essential tool in Internet business. The fulcrum of e-marketing is a quality website, whether it is a website or e- commerce. Other marketing tools are then used to boost traffic. But it is not enough to have a website or online store, but it is necessary for customers to find it, buy it or perform the desired action. A large number of internet projects fail and end, not by mistake of the industry, but because they do not have well-managed internet marketing.
[03] SUMMARY OF THE PRESENT INVENTION

The aim of the work was to analyze the current possibilities of internet marketing and their

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25 possible uses in e-commerce and to propose a procedure for creating internet marketing, including the possibility of evaluating its success. The analytical part of the work is devoted to a detailed description of traditional and lesser-known internet marketing tools and was intended to provide as much information as possible about as many methods as possible. The content of the proposal is for creating an internet marketing strategy. This proposal aimed to provide a universal approach to creating an online marketing campaign and was not intended as a solution for one specific e-commerce, but as a collection of knowledge, recommendations and procedures for all entities considering setting up or developing their online marketing. This part includes the process of analyzing the actual state and goals of the company, describes the process of creating the strategy itself and defining the marketing mix in the Internet environment. It also deals more extensively with the selection of an application for running e-commerce. It also defines the financial demands of the most used internet marketing tools, including the costs incurred in creating websites. Lastly, it deals with methods that can be used to measure, control and evaluate the internet marketing strategy used. The work meets all the objectives and forms a whole that describes the area of current Internet marketing and provides basic knowledge and procedures for all who are interested in creating their own and more specific strategy of online marketing campaigns.
DETAILED DESCRIPTION OF THE INVENTION

[04] ANALYSIS OF THE PROBLEM SOLVED

This work deals with the analysis of tools and methods of internet marketing. Both proven and frequently used tools and lesser-known methods are described, which, however, become more and more important over time as new trends develop.
Search engine optimization

Search Engine Optimization (SEO) or search engine optimization has become one of the

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25 most used trends in marketing tools. It is about creating and editing websites in such a way that their source code is suitable for processing by Internet search engines such as Google, List, etc. The goal of SEO is to get the website into the leading positions of search engines. Methods of creating and editing websites can be divided into two basic groups: the right (ethical) methods and unethical methods.
Ethical methods include:

• On Page Factors - This is anything that occurs on one unique website. This means headings, headers, page text, internal and external links on the page, keywords, etc.
• Off Page Factors - This is everything that is not directly on the website. Basically, these are mainly all the links that link to a given website. And these are not only links from other people's pages, but also from links from their own sites. There is no need to deal with unethical methods too much, because search engines tend to be penalized. So it's good to avoid them and not use them.
Copywriting

Copywriting is a field dealing with the creation of engaging texts for online and offline advertising campaigns. Its goal is to get readers on their side with captivating texts and lead them to the required action (to order, memorize the brand, etc.).
Banners

A banner (or banner) is a type of advertising used on a website. This is usually a rectangular image or animation, or interactive graphics most often displayed near the edge of the screen. Banners are still one of the most common forms of advertising on the Internet. Originally, banners were created by a static image or animation (typically in GIF format or static JPEG format), later the format was expanded by a combination with HTML or JavaScript code that allows content to be loaded dynamically or interacted with a user (typically a form).
Pay-per-click campaigns

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25 The principle of this modern and increasingly popular service is simple. Unlike banner and catalog ads, you don't pay to see an ad here, but only when a potential customer clicks on that message and gets to your site. Pay-per-click services are offered by both search engines and specialized companies, which mediate the display of advertising messages on various news and other servers. In this case, we are talking about the so-called contextual advertising, ie advertising that is displayed based on the content of a particular article.
Viral marketing

The principle of viral marketing (Viral Marketing) is to rely on the spontaneous dissemination of information among people. The essence is the right form (funny videos, jokes, etc.) and the location of the message, which in itself must be so attractive that it is people, or Community they begin to spread on their own and voluntarily. A mix of marketing tools from e-mails (not to be confused with the term spam), blogs, community and hobby websites, discussion forums, etc. can be used for viral marketing.
Social media marketing

Social media marketing (SMM) is a type of electronic marketing that seeks to achieve the goals of traditional marketing and marketing communication through involvement in various social media or social networks. Social media includes activities arising around social activities on the Internet, connecting users, video, audio and image presentations of users.
• News
Sites like India Today, The Indian Express, The Hindu, News18, Business Standard, and Deccan Chronicle are designed for their visitors to read about news and current events. An important aspect is that readers can rate these articles and add comments to them. Articles with greater popularity gain prominent positions on the web (for example, on the main page).

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25 • Social sharing

Flickr, Snapfish, YouTube offer visitors the opportunity to create, upload and show the world photos, videos or clips from their lives.
• Social networks

Sites such as Facebook, LinkedIn, MySpace, Libimseti and Twitter allow their users to search and connect with others. After you sign in, you can follow the comments and photos of others, or get contacts and information. A large number of people use these sites to connect with their friends or business partners. It is this feature of social networks that has brought one big news: people around the world are closer than ever.
• Favorite sites

Delicious, Faves, StumbleUpon, BlogMarks and Diigo are site names that allow you to find and add to your favorites the information you are interested in. You can save your favorite sites online and access them from anywhere, or share them directly with others.
However, this is part of existing social media. Several new ones are created every day, so it is not possible to give a complete list here.
Online collaboration

Online collaboration is similar to the classic collaboration of two companies that aim to promote their goals. The only difference is that the entity chooses an online entity as its partner. It can be a classic sponsorship, where one entity supports another entity and hopes that the association of its name with this entity will bring a positive effect.
• Affiliate marketing
Affiliate marketing (most often called affiliate marketing) refers to all marketing activities rewarded with a percentage of sales of products or services (usually from an order or registration). The provider of advertising space is thus evaluated by the commission for the actual transactions, not for the mere display of the advertisement (PPV) or for the click on it (PPC). The amount of commission in affiliate programs usually ranges between 10

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25 and 30%, depending on the type of products sold. Sometimes affiliate marketing is used in conjunction with the PPC model, then it serves as a kind of bonus.
• Widget marketing

A widget is a simple standalone application that a user places (installs) directly on the desktop of their computer or on the desktop of their web browser or application. It is important that the widget contains personalized and, most importantly, up-to-date data. You can use widgets either in Windows Vista, Mac OS, or as part of web applications such as iGoogle or Facebook. The word widget means gadget, part of application, tool, gadget, widget. The terminology in this regard is not completely stable.
Email marketing

Email marketing is a targeted (often mass) mailing of commercial emails. The given commercial e-mail is always sent to a predetermined list, where the recipients have agreed to receive these or other commercial e-mails from the sender. These e-mails often have a very sophisticated graphic design and emphasize the B2C business group in particular.
Microsites

A microsite, also called a minisite or weblet, is a web design name for a special small site that acts as an adjunct to the main website. The main site of a microsite usually also has its own URL or domain separated - e.g. by a different graphic design, control, intention, target group, etc. The main difference between a microsite and a main presentation is its purpose and coherence groups of information compared to the wide range of the main presentation (eg company website). Minisites are mainly used to promote one specific product, product or service. While the e-shop or company presentation is focused more generally, minisites focus on a specific type of goods or category.
Internet catalogs

An online catalog is a list of links to websites that are sorted into a tree of categories and

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25 subcategories. Websites in the catalog are mostly designed by their owners and the editors of the catalog check and publish these proposals, this allows the exact classification of links into individual categories of the catalog and their true meaning can be easily distinguished. The catalog can provide quality search results because it can be easily limited to logical groups - categories. An Internet catalog is not an Internet search engine whose activity is largely automated, the search engine displays links based on keyword searches in the text of the linked pages. Catalog maintenance, on the other hand, is more human resource intensive.
Customer relations and brand building

Online marketing tools include not only tools that attract new customers, but also tools that provide some extra value to the customer. It is mainly about customer relationship management, brand building and service and support for customers who have already bought something. The customer should know that the operator of the online store is not only interested in the profit resulting from the sale of the product, but also that the customer is willing to shop in the e-shop again and gladly and feels that the operator is interested.
Crowdsourcing

"Crowdsourcing originated as a novelty by combining the words crowd (in this case, rather community) and the words outsourcing (allocating some activity and entrusting it to another entity). It was first used by Jeff Howe in a 2006 article for wired.com, so it's really a relatively new term, even though it describes an activity that was generally known before. Crowdsourcing is an activity in which a contracting authority uses a wider group of people for a specific task, or we can say a community. Typically, these are various tasks that can be performed remotely over the Internet (programming, graphics, problem solving, working with information, etc.). The difference compared to outsourcing is that first
the client has the opportunity to see the implementation that will emerge from the

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25 community and only then selects the supplier. This is a form of selection procedure.

Online customer support

We can very well use several ways to support customers via the Internet. A discussion forum or any simple form of discussion directly with the product will allow customers to comment on the product and share their experience with it. If forums are frequently visited and contributed by customers, this can rapidly increase traffic. One of the possibilities is to create a separate forum, which will be entirely devoted to customer support. It only depends on the operator whether he chooses the forum moderated (posts will appear only after approval by the administrator) or unmoderated. Some of the instant messaging programs such as ICQ, Jabber, MSN, etc. can be used to contact the seller and the customer. Instant messaging allows participants to send messages to each other, chat or forward files or otherwise communicate, unlike real-time e-mail . You can also use one of the VoIP (Voice over Internet Protocol) programs such as Skype. VoIP is used to make calls over the Internet, intranet, or any other data connection that replaces traditional telephone calls. For the customer, these ways of communicating with the seller are very convenient and cheap.
Public relations articles

Public relations articles are used to communicate information to potential customers, which can promote sales and improve the company's reputation. It is important to emphasize the quality of article content in order to gain customer feedback so that the organization can improve its sales techniques. Public relations articles allow you to not only draw attention to a product, service or company, but also get backlinks. Backlinks help the website in its progress in the catalog (List, Google).
[05] PROPOSED PROBLEM SOLUTION

This work aims to provide a description of the process of Internet marketing planning and

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25 is based on the findings that were addressed in previous sections of the work. The basic procedure for planning online marketing should be the following:
• Identification of actual status and goals

• Strategy creation (segmentation, targeting and positioning)

• Marketing mix in the Internet environment

• Selection of a web application for the e-shop

• Selection of suitable internet marketing tools

• Evaluating the success of internet marketing

Identification of the actual state and goals

In any case, internet marketing should also use the tools of traditional marketing in order to achieve their mutual support. Creating an online marketing strategy is in many ways the same as a classic marketing strategy. Initially, it is necessary to develop a definition of the company's goals and strategy and find out the current position of the company in the market, in order to evaluate the current assumptions for future development and define the competition. Internet marketing should use the knowledge and results resulting from the following traditional marketing tools.
SWOT analysis

SWOT analysis is a highly effective and simple tool for determining the actual situation, the necessary changes, potential risks and the necessary steps to turn weaknesses into strengths.
The basis of the method consists in defining and evaluating individual factors, which are defined by four variables:
• Strengths - S (strengths)

• Weaknesses - W (weaknesses)

• Opportunities - O (opportunities)

• Threats - T (threats)

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25 Strategy creation

Creating a marketing strategy includes proposing a strategy to achieve goals, market research and taking into account market segmentation, targeting and positioning.
Market research

Market research within the creation of an internet marketing strategy will be carried out in the same way as with traditional marketing. Its aim will be to focus on the analysis of the following areas:
• Price - finding the real price on the market, comparison with the competition, price elasticity
• Product - qualitative comparison with the competition, attitude to the product, improvements welcomed by customers
• Competition - complete product portfolio, analysis of company activities

• Suppliers - quality of delivered products, purchasing strategy

• Brand - identification of the brand among the competition, image created by people about the company, added value
• Advertising - brand image, consumer interest, advertising perception

• Target group - age and gender, financial security, geographical distribution, education, occupation
The only difference will be that these analyzes will focus on specific e-commerce.

Segmentation

Segmentation represents the division of the market into smaller groups of customers, the so-called market segments, which prove identical, or similar purchasing or consumption behavior and, conversely, are distinguished from other groups by some of the characteristics that are reflected in their purchasing and consumption behavior.
Segmentation within internet marketing can be seen in the creation of websites. The so-

called Visitor segmentation is used on sites that provide information for different

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25 audiences. Rather than trying to understand the site universally, it is often more convenient (and efficient) to divide these visitors right on the home page and then make them an offer according to their focus (ie to adapt their product selection, communication style, texts, etc.). A certain form of segmentation can also be the separation of visitors from the ranks of journalists or suppliers from regular B2C customers.
The term visitor segmentation is also used in better traffic analysis, which can track visits that are unique (eg order a product, come from a specific advertising campaign, etc.) and evaluate their behavior throughout the site. By comparing these visitors with others, you can significantly increase the effectiveness of the entire marketing mix, such as identifying the most effective advertising channels or finding out which page of the website influences shopping decisions the most. (15)
We can also use market segmentation to plan advertising campaigns, plan online PPC advertising campaigns, create loyalty programs, consumer competitions, advertising texts and slogans for print and media advertising, business texts for websites and to develop new products.
Targeting

Within e-commerce, it will be primarily a matter of selecting the target customer and the offered product. In this case, we can distinguish the following specializations:
• Concentrated specialization - the company focuses on only one market segment and satisfies them with only one product.
• Product specialization - the company provides one highly specialized product, but focuses on multiple segments.
• Market specialization - the company focuses on segments of one sub-market and offers various products for it.
But the company may also decide to try to cover the entire market.

Positioning

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25 Positioning is the process of creating a perception in the consumer's consciousness that is associated with the nature of the company's business and the product, service or brand. Positioning is created by variables such as product quality, service, price, method of distribution, image and more. It is important for positioning that it is relative to the competition and exists in the minds of consumers.
Marketing mix in the Internet environment

The determination of the marketing mix is based on the basis of strategy creation. The classic marketing mix has already been described in the fifth work. We will now focus on applying each of the five points of the marketing mix (product, price, location, promotion) to the e-commerce environment.
Product

In an e-commerce environment, these are products and services that are tangible or intangible. The e-shop operator has the opportunity to display a large amount of current information and thus offer the customer an easy way to compare products. Additional services include, for example, displaying the status of goods in stock. The speed of delivery also plays a role in the selection of goods. The sale of intangible items, such as software, licenses or information, is specific.
Price

Pricing is very flexible on the Internet. The change can be made at any time and the related operations are performed immediately. Nevertheless, the customer has the tools to compare prices quickly. In a short time, he has the opportunity to visit several e-shops and thanks to comparison systems such as Goods or Eureka, the selection is greatly simplified.
Place
First of all, it is necessary to define the way in which the goods reach the customer. There are two options to choose from. If the goods are intangible, so it is, for example, software,

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25 we can consider distribution over the Internet. The buying scenario is then very fast. For the shop owner, this means reducing costs, eliminating logistics problems and simply entering the foreign market.
Promotion

Promotion (or advertising) tells how consumers find out about a product while trying to persuade a customer to buy goods. It can also highlight companies' websites or various events. It is important that the customer learns about the website and visits it regularly. Website promotion is required to meet these goals.
Selection of a web application for an e-shop

In this part, it was drawn from the bachelor's work "Strategy for the design and management of e-commerce", which the author developed two years ago, because it is directly related to the topic of the work. This bachelor's work dealt with this topic in more detail and the basic ways of creating the web application itself have basically not changed. Custom solutions
Undoubtedly, the most effective solution is the custom solution, which falls into the category of so-called IASW (individual application software) systems. This system is created on the basis of the client's requirements, which he tries to follow exactly. A very important fact is that its functionality is based on how consistently the consultation with the client (or end users) has been carried out.
Box solution

This solution means that you buy an e-shop license, built on the same basis (usually in the form of a lease, prices for leases are around 20-25 thousand crowns per year). It is a representative of the so-called TASW (type application software), software created and standardized for a certain homogeneous group of customers, i.e. basically a box system.
There are many companies that provide this way of setting up an e-shop. Since this work

is focused primarily on Czech companies, I will list a few of the most well-known

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25 representatives "Box" solutions:
https://www.ecwid.com/in https://www.shopify.com/
These shops are quite similar and it only depends on the needs and possibilities of the entrepreneur, which of them will be the best solution. Each of them offers its own modules and variants.
Freely distributable open-source e-shop

Open source or open-source software (OSS) is computer software with open source code. Openness here means both technical availability of the code and legal availability - a software license that allows, subject to certain conditions, users to use the source code, for example to view and modify it.
Simply put, this is a complete e-shop solution that can be used completely free of charge. The most well-known representatives of this category include: Wix, WooCommerce + Bluehost, Ecwid, Big Cartel, Gumroad, Shopify.
• https://www.wix.com/

Wix packs in a website builder to help you build a website in one of two easy ways: with mere drag and drop, or by using Wix’s ADI artificial intelligence designer. What’s more, you can even customize it greatly, without knowing a thing about code.
• WooCommerce + Bluehost
Right up at the top among the best eCommerce platforms is WooCommerce. It is a free and open source plugin that integrates perfectly with WordPress. Even though “a plugin” might not sound like much, WooCommerce is actually a fully-featured tool that has all the eCommerce features you might need. Plus, there’s also a huge ecosystem of extensions that let you build on top of WooCommerce’s main offering and make it fit your needs

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20 perfectly.

• https://www.ecwid.com/

Want a store that plugs into your existing site? If that’s a yes, it’s Ecwid for you. No website? Not to worry, you’ll get an instant starter site too for free.
• Big Cartel

If you’ve got T-shirts, paintings, jewelry or other crazy stuff to sell, you’ll feel at home with Big Cartel.
• https://gumroad.com/

Gumroad is a suitable platform to sell digital, physical and creative goods, though the emphasis is more on digital products and creative stuff like photographs, writing, podcasts, and designs. It lets you create a free eCommerce website upfront, but they charge a commission on everything that you sell, unlike the other free eCommerce platforms on this list.
• https://www.shopify.com/

Shopify is a full-fledged eCommerce platform, hosting included. It’s rather popular among free eCommerce platforms and takes care of everything – marketing, payments, shipping, and secure checkout, and is easy to set up.
Custom solutions

This is a case where the entrepreneur writes down his application on his own. This is the biggest advantage, but also the biggest pitfall of this solution, because it all depends on the programming knowledge of the entrepreneur.
Selection of suitable internet marketing tools from an economic point of view
The company should decide on the tools used based on their advantages and disadvantages and on how much it wants to allocate funds for these tools. The aim of this

work is not an economic analysis of internet marketing strategy, so a detailed analysis of the costs of its implementation is not provided, but only an overview of the prices of the most used internet marketing products.
Price analysis of internet marketing tools

5 Table 3 provides an overview of the prices of the most used products in the field of internet marketing. This is a price range determined from the price lists of several companies engaged in the provision of services and products in Internet marketing. Price
lists are valid as of April 26, 2011.

10 Table 3: Overview of prices of basic internet marketing tools Source: price lists of www.hotrunnerheaters.net, www.avanexa.com, https://www.goodfirms.co/

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Price analysis of creating a web application for e-shop

Table 4 provides an overview of product prices associated with the creation or modification of e-commerce websites. Again, this is the price range of several companies dealing with the issue. Price lists are valid as of April 26, 2011.
30 Table 4: Overview of website design-related product prices

Source: price lists of companies (OwlConcept, Sajak&Farki, Twofold Creative, Tapp3 Media, Legwork Studio, Image Mechanics)

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10 [06] Evaluation of internet marketing success A survey
This method of evaluating internet marketing is rarely used, mainly due to the lack of interest of users in filling out forms. However, an equally important reason for the lower efficiency of the questionnaire is also the fact that the questionnaire is not able (unlike
15 user testing) to cover the full range of actions that the user performs on the website.

Nevertheless, we do not have to completely reject the questionnaire survey, because thanks to it, many mistakes can be made, especially if users are given enough space to express their own opinion and make comments.
Clickthrough rate

20 In the case of using a PPC campaign, we can use its success and potentially the success of e-commerce using a click through rate or CTR (Click Through Rate). In internet marketing, the term CTR refers to the ratio between the number of ad impressions and the number of clicks on that ad. Clickthrough rate is measured as a percentage. The CTR is calculated as follows:
25 CTR (%) = Clicks ÷ Impressions × 100

We can divide the number of clicks into unique clicks and the total number of clicks, which also records multiple clicks by one user. Statistics on the total number of clicks are commonly used.
It should be added here that the clickthrough rate decreases from year to year. According

30 to a study by the American company MailerMailer, the average click-through rate fell from

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25 2.9% a year to 1.6% in 2009. The biggest drop occurred during 2009, when the average CTR was still 2.6% in the first half of the year.
Conversion rate

The conversion rate is more important than the CTR. The conversion rate represents how many visitors complete a visit to the website by conversion, i.e. the required action (e.g. by ordering goods, registering in the system, filling out a form or contacting the e-shop operator via email, booking services, subscribing to a newsletter, etc.). The conversion rate is measured as a percentage and is calculated as follows:
Conversion rate (%) = number of conversions ÷ number of visits × 100

For well-managed sites, the conversion rate is usually around 1%, but for specific products or better-known services, it can climb up to tens of percent. On the contrary, a conversion rate below one percent indicates that there is something wrong with the site, most often a problem with the usability or trustworthiness of the site.
Testing

Testing is one of the methods of evaluating internet marketing, which consists in designing multiple variants of a website, advertisement, etc. Users are then randomly shown these different versions. Testing takes place during heavy traffic, so you will not lose potential customers and visitors. The two most common testing methods include:
• A / B testing

"A / B testing is one of the most basic methods of creating and then evaluating the success of changes made to a website. The name of the method is derived from the very principle of testing, where two variants of one page or changes on the page are usually compared with each other. Individual variants are marked with letters. When testing two versions, we are talking about A / B testing, testing three versions is called A / B / C testing. The designation for testing multiple variants is derived analogously.
We can use tools such as the free Google Website Optimizer or paid Test & Target from

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25 Omniture and SpiraTest from Inflectra for this type of testing.

• MVT testing

Another way of testing is MVT testing (multivariate testing, multivariate testing), which we can perform using tools such as Google Website Optimizer, Liveball from Ion Interactive or the Performable tool.
MVT testing is a technique that allows you to compare multiple elements on one page at a time. Images, captions and subtitles, colors, fonts, text are most often tested.
Web analytics

Web analytics as objective monitoring, collection, measurement and analysis of quantitative Internet data not only to optimize websites, but also to optimize advertising investment, because it is possible to know how new visitors behave and also whether visitors Web analytics provides several important output data, such as:
• Total Visits - shows how many times users visited the website during a given time frame.

• Unique visits - shows the number of unique users during a certain time frame.

• Time spent on the website - shows how long users spend on the website. Web analytics most often provides average time.
• Number of pages viewed - shows the number of pages viewed during the user's session.

Each page is defined by a unique URL or a combination of URL and parameters.

• Source - this is a metric that tells which Internet sources users come to the site from.

Resources include search engines (both paid and unpaid), blogs, emails, ads, entering URLs directly into a web browser, or using a bookmark. It also shows how long users have been on this site, what actions they have taken on it and where they have continued.
• Medium - This is a metric that tells which Internet channel the user has used. Thanks to it, it is possible to distinguish from what kind of source the user came from.
• Landing page - allows you to find out which specific page on our website that the user

had the most frequently viewed before leaving our website.

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20 • Site Overlay Analysis - allows you to examine the popularity of hyperlinks on websites.

Shows where users click most often and how often. This is one of the most important parameters. Which segments of the website are the most interesting. The result is most often displayed in the form of a so-called heat map displayed directly through the site. However, it does not measure just the links, but all the elements on the site, including images and forms.
• Geographical stratification of users - shows from which area the most users come to the website, how many of them they buy, etc.
• Keywords - This metric shows what terms users type into the site's internal search engine. Lets find out what people are really looking for on a website and what they want.
• Go through the order form - allows you to find out if the users who started filling in a form have actually finished filling it out. If they haven't finished, you can find out which page happened on that page. This metric is very interesting for e-shops.
Web analytics tools

Web analytics tools provide data about a website, which serves as a basis for the activities of a web analyst, company management, webmaster, etc. The range of web analytics tools is wide and changes very quickly, due to the fact that the Internet is constantly evolving, as well and the technologies on which the website operates.
According to a study published on Istobe.com in 2010, Google Analytics is one of the most widely used tools. If we focus only on the India, it is necessary to mention sites dedicated to web analytics such as ClickTale, Coremetrics, Omniture, Webtrends, Mondosoft, Unica
Corporation, Fireclick, and Lyries Technologies.