Conversion rate is the major indicator of the performance for an e-commerce web site. Increasing this rate is the objective of conversion rate optimization. Increasing the rate of conversion is often more cost effective way of increasing the revenue of the website than attracting new visitors using the methods of traffic acquisition. Methods of measuring the conversion rate are different and most frequently used is an average for the entire web site. However, the rate differs for different segments of visitors or for individual web pages of the site.