1. A method, comprising: displaying a plurality of web page fields; monitoring actions associated with entering information into the plurality of web page fields; in response to observing a predetermined characteristic associated with a monitored action of a web page field of a first subset of the plurality of web page fields, causing a first level of on-line support to be provided responsive to the occurrence of the respective monitored action; wherein the first level of on-line support includes human support; and in response to observing the same predetermined characteristic associated with a monitored action of a web page field of a second different subset of the plurality of fields, causing a second different level of on-line support to be provided responsive to the occurrence of the respective monitored action; wherein the second different level of on-line support does not include human support.