---
title: Segment your website audience
---

> 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).

You can use the contact’s demographic data, content preferences, or various website activities to shape their digital experience.

Xperience comes with the **Contact groups** application, where you **build specific segments** for which you can **create targeted content** and **improve** their **customer experience**. The _Contact groups_ application organizes existing contacts. Any individual contact can belong to any number of contact groups.

You can create your contact groups manually or use **built-in conditions** to populate them dynamically. In the latter case, Xperience **evaluates contacts** on the website and in the database and **automatically adds contacts to groups** based on the contact group’s conditions.

Here are a few examples of groups in which you can organize your contacts:

- Contacts that are interested in specific content.
- Contacts that submitted a specific form on your website.
- Contacts to target in seasonal campaigns.
- Contacts who came to a particular landing page.
- Contacts with the same characteristics, e.g., those of the same age group.
- And many more.

Find out more about [contact groups](https://docs.kentico.com/documentation/business-users/digital-marketing/contact-groups.md) in the documentation.

🎬 [Video](https://docs.kentico.com/docsassets/modules/segment-your-website-audience-essentials/create-anonymous-contact-groups.mp4)

## Exercise - Segmenting website audience

In this exercise, you'll collect all contacts with similar characteristics into a contact group and test how Xperience dynamically adds contacts to a group and removes them once their conditions don't match the group's conditions.

 **Task**:

You want to work with your website visitors more effectively, so you’ve decided to segment them into categories to better target your marketing efforts.

1. Switch to the **Contact groups** application. Create a **New contact group** and call it _Prospective Account Clients_.
2. Fill in the **Description**: _Visitors who read any of the Accounts subpages but haven't filled in the Request account form_.
3. Use the **Add condition** button to open the condition designer:

   1. **Add a new condition group**:

      1. Select _Contact has agreed with consent_ condition and select _Marketing cookies_ consent.
   2. **Add another condition**:

      1. Choose _Contact has submitted a form in last X days_ condition.
      2. Change it to **has not** and select the _request account (single)_ form.
   3. **Add condition group** to filter all contacts who have visited any of your _Accounts_ pages.

      1. Use the _Contact has visited a page in the last X days_ condition.
      2. **Add page** and choose _Personal Banking_ site from the dropdown menu.
      3. Continue and choose _Accounts_ in the content tree and _Current account_ from the available pages.
      4. Confirm with the **Select** button.
   4. **Add another condition**, and again, choose _Contact has visited a page in the last X days_ condition.

      1. **Add page** and, this time, select the _Accounts_ → _Advanced account_.
      2. Confirm with the **Select** button.
   5. **Add another condition** again and choose the _Contact has visited a page in the last X days_ condition.

      1. **Add page** and, this time, select the _Accounts_ → _Premium account_.
      2. Confirm with the **Select** button.
   6. Lastly, **Add another condition** again and choose _Contact has visited a page in the last X days_ condition.

      1. **Add page** and select the last page - _Accounts_ → _FastTrack savings account_.
      2. Confirm with the **Select** button.
   7. Change the logical operator between the second group of conditions - page visits. Change _Applies if:_ to **Any** _of the following conditions are fulfilled_. This way, your visitor needs to see just one page to be added to the contact group, not all of them.
   8. **Apply** the changes.
4. **Save** your new contact group.

The conditions in the new Contact group should look like this:

![](https://docs.kentico.com/docsassets/modules/segment-your-website-audience-essentials/form-conditions.png)

You can _Recalculate_ your contact group. Xperience will filter the contact database and add every contact that meets the conditions to the group.

## Xperience it now: Dynamic contact segmentation in action

Open your website in an incognito window, agree with the tracking, and visit some pages, including one or more _Accounts_ subpages. To recognize your new contact in the **Contact management** application, submit a form, for example, on the _Contact_ page, but NOT on the _Accounts_ pages. Then check your _Prospective Account Clients_ contact group. You will see Xperience added your test contact.

Once you can see your contact in the group, you can further test how Xperience works with a contact once it doesn’t fulfill the condition anymore. Go to one of the _Accounts_ subpages and fill out the form. Go back to the Xperience administration and reload the contact group. After a few moments, you should be able to see your contact was removed.