How did upgrading to Xperience by Kentico help Berkshire Bank increase engagement by 84%, in record time?
Technical snapshot
Features
- Page Builder
- Form Builder
- Content Hub
- Lucene Search integration
Specificity
Full redesign and upgrade from Kentico Xperience 13 to Xperience by Kentico
Challenges
Berkshire Bank was ready to upgrade and improve the user experience and customer journeys to meet their goals. They needed to refresh the navigational menu experience, make it easier to navigate product pages, enhance content display and design, support digital decision-making, simplify content management for admins, ensure ADA conformance and to support their financial business and customer needs now and in the future.
They needed to enhance the user experience with engaging promotions, featured content, and a new main menu to help visitors easily navigate and find what they need. It had to minimize clicks and improve visibility of key products through streamlined multi-level navigation, while also supporting online decision-making with integrated financial resources. The site lacked flexibility and scalability for content needs, requiring more variety and styles within components. Readability needed improvement, with anchor links, iconography, and indicators.
Challenges also included ensuring a responsive design for all devices, upgrading technology and CMS capabilities, simplifying content management for administrators, presenting multiple related products on a single page, and creating flexible yet consistent layouts to support brand storytelling and strategic cross-selling.
Solutions
ZAG Interactive provided strategic marketing, design, and development to deliver a fully reimagined digital experience for Berkshire Bank. They created a custom design that highlights the brand, implemented flexible components to support content scalability, and built an intuitive navigation system that guides users along the consumer journey. With user-focused features and responsive layouts, the site now offers a modern, engaging experience that’s easy to manage and built for growth.
Favorite new site features:
A social stories-inspired homepage with timely offers, community involvement, and key products in an interactive format.
A multi-level menu with mini product and page descriptions, making exploration easy and engaging.
A rotating “financial tip of the day” and a site search takeover that surfaces top content to drive engagement.
Flexible visual components—like icon bands, content cards, and branded backgrounds—that create fresh content experiences across devices.
Handy navigational tools like quick links, and with a new menu that offers an effortless path for exploration, tie the experience together to strengthen and sustain user engagement.
Why Kentico?
Xperience by Kentico was the ideal choice for Berkshire Bank’s website upgrade, replacing their previous Kentico instance that could no longer support evolving brand, content, and admin needs. The platform offered out-of-the-box functionality, customization options, and user-friendly tools to improve scalability, flexibility, and content management.
ZAG Interactive combined built-in features with custom development to meet project goals. Out-of-the-box tools included Page Builder, Form Builder, Content Hub, Lucene Search, and more. The Content Hub provided a centralized space for managing sitewide promotions and resources, supporting a streamlined content strategy.
Custom-developed features include:
Flexible components for interactive content
A centralized rates tool
A searchable FAQ database
Third-party integrations
ADA-compliant design for accessibility
These enhancements make the site easier to manage and built to scale with the bank’s future needs.
Statistics
Only three weeks after launch, the site saw significant increases and enhancements to key performance indicators. Engagement and event count interest increased significantly, indicating that users are spending more meaningful time on the website engaging with product and brand content. Additionally, the increase in clicks has a direct positive impact on Berkshire Bank’s bottom line—showing an increase in account opening and loan applications.
Future plans
Berkshire Bank plans to continue improving its website experience by adopting new technologies, delivering timely content and promotions, staying ahead of emerging trends, and implementing a personalized, on-site content strategy. A regularly updated blog will also help attract and engage returning visitors.
“This wasn’t just a site redesign—it was a full-on reinvention to show our customers who we are in 2025 and beyond. We focused on clear navigation, mobile-first design, and creating a digital experience that feels just as personal and seamless as walking into one of our branches. I’m incredibly proud of the teamwork that brought this vision to life.”
“With the new site, we wanted the Berkshire One experience to shine—from premium perks to smarter banking. It’s a digital upgrade that brings all the value of Berkshire One to the forefront, right where it belongs.”
ZAG Interactive
Qualifications
Competencies
- Content Strategy
- Digital Marketing
- Integration and Customization
- Personalization
- Locations
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