A computer system and method computes conversion rates for individual products
and/or product categories in an e-commerce Web site for measuring the effectiveness
of the marketing in the Web site, and to associate the conversion rates with metadata
information about products and/or product categories on served Web pages. An aggregation
process traverses the log to determine the number of one or more of the shopping
activities by requesters in the Web site, to compare two or more of the activity
numbers in a conversion rate, and to relate the conversion rate to one or more
of the metadata fields. The conversion rates give a measure of the effectiveness
of the Web site and/or portions of the Web site for sales, marketing and merchandising.
