Personalizing Content via Personas in Kentico Xperience

By Caleb Compston On February 24, 2021

Personalizing Content via Personas in Kentico Xperience

We have previously discussed setting up your core model and personas to build an improved experience for your users in  Defining Personas to Enhance Your Kentico Xperience Site. Once you have personas set up for your users, you can begin the process of customizing web page content.

Through the use of Page Builder, you can set up multiple variations based on your personas. As an important note, your development team must set up your widgets to support this personalization. Below you can see a basic call to action widget for a mythological productivity software:

example of call to action widget

Now that I have my personas set up, I can modify the text, call to action, or image. To do so is simple. Simply hover over the widget and select the person icon:

location of person icon on widget

From the dropdown menu, select the “Is in persona” option to select from one of your personas that we setup.

showing "is in persona" button location

You can be sure you’ve done this correctly by checking to see that the single person has changed into a group

location of persona icon

Selecting the group of people will show you all the variants you have created and allow you to change between them so you can modify your content.

location of variants

You can target specific parts of the page and only create variants for sections that you think will matter for that specific persona.

The customization doesn’t end with pages built with page builder. Let’s assume someone filled out a form after buying our product. It makes sense to send an email tailored with their persona. This is where the marketing automation processes of Kentico can really shine. We can start with setting up a trigger within the marketing automation of a form fill:

example of setting up triggers

Once we have the starting trigger setup, we can split out the path forward by using an if/else condition. The macro editor will allow us to easily select which persona or personas we want to split off, as well as sending a default email to anyone who doesn’t have a persona yet.

example of setting if/else conditions

Now with a few simple conditions, our personas have been set up in the designer.

example of if/else conditions

We can now take the next step and create emails for each persona. Using the Send Marketing Email action, you can specify which email or what drip feed you wish to send. If you don’t have the emails already created, you can create them directly from the Marketing Automation!

setting up the Send Marketing Email action

After we have all the steps defined, we can simply drag the pieces together in a nice flow, and we’re ready to go!

example of the final flow

In this case, you can see we’ve said if a user isn’t a persona yet, just don’t send them an email, but we could have created a separate email or reused one of the other marketing emails we’ve designed to send something to the undefined user group. In fact, opening marketing emails is a great way to add points to a persona as it shows a high level of engagement from your users.

These are just two examples of using personas to take your website to the next level. Next time we’ll look at reporting on personas and how you can build powerful relationships between personas and activity and summarize their actions for your stakeholders!

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Photo of the author, Caleb Compston

About the author

Caleb has been managing products, projects, and processes for small nonprofits to multi-billion dollar companies for the last 10 years. With a passion for making technology accessible to the masses, Caleb found his niche in being able to communicate and document both complex and simple ideas to a wide variety of target audiences. When he isn’t managing the latest project, Caleb enjoys spending time with his wife and young daughter, building with Legos, and reading books.

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