---
title: Contact segmentation overview
---

> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

Contact segmentation in Xperience by Kentico helps you divide your website's visitors ("contacts" in general) into groups of shared characteristics. Segmenting your contacts based on their behavior, demographics, and interests will help organize your contact database.

As a marketer, you need to constantly smoothen the customer journey, drive engagement, and keep improving customer experience. Segmenting your audience helps you focus on targeting communication and messages to your audience.

For example, you can group contacts from the same country who showed interest in the same content. Splitting your audience into segments ensures that everyone within this group receives information tailored to their needs and preferences, which leads to higher engagement and improved customer experience.