Users can learn about your website through many different ways, each called a channel. One might be through social media. For example, new users might learn about and join MyAppoly via a Facebook post or a tweet. Another channel could be through referrals (jargon for word of mouth). Yet another could be through an email marketing campaign. As you can see, there are several ways to reach potential customers and convince them that it is worth their time to consider your website. This chapter focuses on the rise of search engines and the two prominent channels associated with ...
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