The successful promotion of a museum in virtual space requires solution of the same problem as any other commercial institution has: the necessity of marketing research, unique approach to specific audience, varying of methods in different cases. The analytical research on virtual visitors of museum web-site in the Internet provided by Pushkin art Museum encouraged us to continue develop modeling on a simple example of a museum web-site «Virtual archaeology» - source on special knowledge with its own public. We have applied Google.analythics and other webinstruments in order to demonstrate the use of the data. Then we have consequently used different methods increasing the number of visits: advertising in a social net, thematic contest for children, reference from Wikipedia, conference, weekly news, redesign, link from museum temporal exhibition. Finally analysed data gave us understanding of communication process, actual relations between events and reflections. The experience we have obtained will help to optimize official web-site structure and content, to correspond to museum visitors' and virtual visitors requirements.