Three aspects of a Web site affect its utility in providing the intended service to its users. These are the content provided on the Web site, the layout of the individual pages, and the structure of the entire Web site itself. The relevance of each of the objects comprising a Web page to the users’ needs will clearly affect their level of satisfaction. The structure of the Web site, defined by the existence of links between the various pages, restricts the navigation performed by the user to predefined paths and therefore defines the ability of a user to access relevant pages with relative ease. However, the definition of relevance is subjective. It is here that there is a potential mismatch between the perception of what the user needs, on the part of the Web site designer, and the true needs of users. This may have a major impact on the effectiveness of a Web site. Personalization technology involves software that learns patterns, habits, and preferences. On the Internet, its use is primarily in systems that support ebusiness. Personalization works in this context because it helps users to find solutions, but perhaps more importantly, it also empowers e-business providers with the ability to measure the quality of that solution. In terms of the fast emerging area of Customer Relationship Management (CRM), personalization enables e-business providers to implement strategies to lock in existing customers, and to win new customers.