The first factor to consider is the size of the market also known as the level. There are four segmentation levels and each level represents a group of persons at which the website is pitched Vs the total accessible audience. These groups of course vary in size from large also called Mass marketing to small or micromarketing.
Mass
A website
providing a service on a mass market would not apply any segmentation to their
market as they aim at all users that have access to their site.
Segment
Segment
marketing is the lowest level of segmentation available. This level aims at
a broad market but the website will be of a type so as to define an audience
from the millions of potential users.
Niche
As
the name suggests Niche marketing uses market segmentation to target a specialist
group within a segment.
Micromarketing
A micro
market uses maximum segmentation; any websites in this category are aim at one
specified group and are of little use to users out with the targeted audience.