WP-e-Commerce
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Consider exposing certain account views prior to authentication
You see this at Amazon, Wayfair, and many other retailers. Instead of clicking "My Account", and immediately hitting the login view, you see things like Order History, Payment Methods, etc. Then, when you click through to one of those, you get hit with authentication.
I like this, as it indicates to a user prior to authentication what features are available on the site.