some content about insurance basics and product features could also be provided at this level, but each page shown to the visitor should have an offer to sign up for the account/newsletter displayed prominently. 6.2.2 The transition to account holderThe process of opening an account would involve filling a questionnaire, and building a profile based on that. This profile would then be shown to the user and verified, using a series of true/false questions.6.2.3 Account holderA site visitor who is an account holder should be addressed by name by the site after heshe logs in (Some sites use cookies to identify a user, and address the person by name the moment he comes on to the site, without requiring a login. However, the user could easily delete the cookies, or some other person might be using that machine. Hence, the author is not recommending the use of cookies. Using the user id to identify the user is preferred.)Every account holder should be offered an information manager. The information manager should provide the users with relevant content, as well as ask questions to the user for further profiling. The account holder should have access to articles/reports/product promotions that fit his profile. The user’s relevant links should be accompanied by a brief description of the content that they point to. Another option is to display the user’s relevant links in a more prominent manner than other links. At the same time, the web pages for the account holder should have links to the content that does not fit his profile. This is important because any user’s profile is always dynamic – since user interest and preferences keep changing, the user’s attributes are also subject to change. It is therefore important to enable the user to have access to all the content that is of interest to him. This would also help in lending a dynamic character to the user’s profile on the web site. If the user displays...
