1. A method comprising: using at least one computer processor, extracting from a web log information comprising web page events; computing, for at least some of the web page events, the information gain in the sequence of navigating from a given web page to a subsequent web page; and using the information gain, determining a set of web pages from which users can decide to navigate to a first web page or to a second web page, wherein navigating to the first web page is more likely to lead to a conversion than navigating to the second web page.