Effective personalisation is a cornerstone of modern digital communication. Today’s users expect websites to deliver content tailored to their needs and preferences, and generic messaging no longer has the impact it once did. Precision and relevance now drive engagement—and to meet those expectations, more organisations are turning to advanced personalisation tools.
One such tool is Kentico—a robust CMS platform that enables dynamic content delivery based on user data and behaviour. Thanks to its modular architecture, Kentico supports scalable, flexible personalisation solutions that enhance both user experience and business outcomes.
What are dynamic modules in Kentico?
Dynamic modules in Kentico are configurable content components that respond to specific user attributes. They allow different content variants to be displayed within the same section of a webpage, depending on parameters such as:
- geographic location,
- preferred language,
- customer status (e.g. new vs. current user),
- user roles and permissions,
- previous interactions with the site,
- external data sources (for example CRM systems),
- traffic source (such as email campaigns, PPC ads, UTM parameters).
As a result, the website becomes dynamic and interactive, adapting in real time to user context. Content becomes more relevant, boosting engagement, conversion rates, and the overall quality of the user journey. These scenarios can be effectively managed and implemented directly within the Kentico platform.
Personalisation in practice: application examples
Thanks to Kentico’s dynamic modules, a wide range of scenarios that significantly enhance user experience can be implemented.
Location-based content and service availability
Users from different regions can see tailored messages—for example, a visitor from Cracow will only see internet packages available in that area. If a service is not available, the system can automatically display alternatives such as pop-ups, banners, or lead forms encouraging users to leave their contact details.
Personalisation based on third-party partnerships
For companies that rely on external partners or distributors, dynamic modules can adjust the content shown based on partner-specific data. A user in a region served by Partner X will see different offers than a user under Partner Y’s territory.
New vs. current users
Using login status and behavioural history (frequency of visits to login or help sections), Kentico can determine if a visitor is a new or current customer. This enables the platform to display highly relevant messages—such as a welcome offer for new users or tailored content for existing ones, including contract renewal options, personalised recommendations, or loyalty discounts.
Role-based content access
Dynamic modules can also manage content access based on user roles—for example, differentiating between individual customers and business clients. Similarly, based on the user’s position within an organisation (e.g. manager, staff member, administrator), the system can define which sections of the portal are visible. Managers might access dashboards and analytics tools that regular users cannot. This approach not only delivers more relevant content but also improves data security and administrative control.
Dedicated sections for specific professional groups
Based on account verification, users can be directed to dedicated areas of the site—for instance, physicians, pharmacists, or patients. Each group only sees content that is professionally relevant to them, while other sections remain hidden or inaccessible. This segmentation greatly enhances communication accuracy and user satisfaction.
Why implement personalisation with Kentico?
Kentico personalisation offers multiple benefits:
- Higher engagement: users are more likely to interact with content that is tailored to their needs.
- Enhanced user experience: personalised messaging builds trust and reinforces brand perception.
- Improved conversion rates: targeted content increases the likelihood of desired actions such as purchases, registrations, or contact requests.
- Better data use: personalisation puts collected user data to practical use, enabling precise targeting and meaningful communication.
Summary
Content personalisation in Kentico is a strategic approach to building modern, technically advanced websites. By leveraging dynamic modules, you can deliver highly relevant content based on user location, behaviour, customer status, or role—while also enforcing access controls that improve security and usability.
This not only boosts user engagement and satisfaction but also drives measurable business results. Kentico enables the creation of flexible communication scenarios that serve both UX and sales objectives, making it an essential platform for any business focused on growth and scalability.
Infinity Group’s experts specialise in implementing Kentico solutions. If you’re looking to boost your marketing performance through personalisation, fill out the contact form. Our experts will craft a strategy tailored to your brand’s needs—helping you connect with your audience in the most relevant and engaging way.
