liable tracking. 11ISSUES FACING PERSONALIZATION ON INSURANCE SITESAny personalization effort on an Insurance web site would e faced with the following issues: Low frequency of user visits. Therefore need to generate stickiness. Privacy issues. Available standards to be explored.11.1 The Stickiness Issue Insurance sites are at a disadvantage compared to other financial services’ web sites. Simply put, the frequency with which a consumer buys insurance is much less than the frequency with which the consumer deals with the bank or buys stock. Which implies that the frequency with which the consumer may visit an insurance web site is much less than a banking site or a brokerage site.Personalization may not be fully exploited if the site is not able to attract users frequently - the whole idea behind personalization is to try and predict the user’s preferences before the user can himself inform the site – this is done through an analysis of the user’s behavior when the user is on the insurer’s site. If the user’s visits are not frequent enough, the site shall present a static view to the visitor.Some strategies to improve stickiness are as follows: An attractive, visually appealing site. An excellent example is EGG insurance – Egg.com is a ‘fun’ site, with witty promos and eye catching visuals. The Metropolitan Life web site (www.metlife.com) has licensed the use of the popular cartoon character ‘Snoopy’ of the ‘Peanuts’ strip from United Features Sydicate. The character is being used as a mascot by Metlife. Currently, most insurance web sites are – dour and dull, and do not register any recall with the user.Newsletters: Email newsletters are a useful means of generating repeat visits. Extensive use of Emails to overcome the low visitor frequency problem: insurers cannot wait for their clients to log on to their sites, they need to reachout to them. H...
