Using Optimizely’s Digital Experience Platform (DXPs) to Optimize Experiences

Written by Poonam Chandersy

Technical Content Writer

Transform and unlock digital experience creations with Optimizely’s Digital Experience Platform (DXP), an open, extensible platform that provides a consistent foundation at every touchpoint. Optimizely enhances the creation of smooth digital experiences by enabling informed data-driven decisions, continued experimentation, and constant invention.

A leader in the 2022 Gartner Magic Quadrant for Digital Experience Platforms (DXPs), it includes content management, personalization, customer data management, and analytics. While it is available on a subscription basis as a hybrid cloud solution, it also employs some SaaS components with management UIs orchestrated around a single-tenant PaaS. In addition, it is quick to implement, at least 2-3 times faster than other digital experience platforms as it updates on its own, reducing costs and difficulty for the development team.

Magic Quadrant for Digital Experience Platforms

Reports claim that organizations implementing Optimizely have experienced over a 200% increase in ROI, resulting in its recent popularity.

Optimizely is essentially multiple solutions rolled into one platform. While implementing Optimizely Digital Experience Platform (DXP), one has the ability and freedom to choose any of the offerings or go the full-stack route and implement them all:

Optimizely Content Cloud

Content is key in today’s modern digital experience. Customers expect targeted content that makes them feel like it was created for them across all the channels and expect businesses to be up to date with the market changes. Optimizely’s Content Cloud helps to deliver this with:

  • Intuitive Editing Interface: It uses a componentized content model that enables editors to create, mix and match, and re-use the content that drives conversions and transactions quickly at scale.
  • A/B Testing: With in-built A/B testing, the team can quickly assess if something is working or not and act fast to adjust and update the content across the buyer journey with just a single click.
  • Easy Media Management: Ensuring brand consistency is easy with industry-standard governance and controls. Add, organize images, make edits, and assign approvals to workflows across various channels in the organization.
  • Project Collaboration: With Optimizely Content Cloud, manage project pipelines directly from the platform, add comments and share for external review and approvals. This helps to eliminate the cost of project management software.

Optimizely Commerce Cloud

This commerce cloud takes the power of the Content Cloud and supercharges it for eCommerce businesses. The comprehensive eCommerce platform includes everything ranging from content to cart in a single integrated solution:

  • AI-Driven Personalization: AI is at the center of Optimizely’s Cloud solution, delivering product recommendations to customers and automating the experience management process, saving time, and increasing order values.
  • Simple Content Management: With a straightforward interface, enable editors to create sophisticated shopping experiences for the customers with great ease.
  • Search that Sells: With a built-in search functionality and faceted navigation, allow customers to find the right products they are searching for, along with a few more suggestions with the supplemental product recommendations generated by AI.
  • Actionable A/B Testing: Discover the content resulting in conversions and act upon it to drive more sales. Optimizely’s A/B testing offers top-performing content, allowing teams to select the options and make the changes official with a single click.
  • Promotions Engine: Increase conversions with special offers, promotions, and precise targeting. From running a sitewide sale or targeting specific visitor groups based on their behaviours, Optimizely’s Commerce Cloud makes it all possible.
  • Tailor-Made Checkout: Customize the cart, cross-sell opportunities, and drive customers towards the “Checkout Now” button.
  • Multi-Site Management: Optimizely makes launching mini sites, expanding into new territories, or operating multiple brands effortlessly. Leverage existing templates, access product data, and integrate with third-party software seamlessly.

Optimizely Intelligence Cloud

Optimizely’s Intelligence Cloud is a personalized experience solution that helps capture customer data and behaviour across all platforms uses intelligence to make real-time, AI-powered personalization and optimizations on the site. From content to commerce, on any channel, this Intelligence Cloud works to keep the metrics moving in the right direction:

  • Personalized Content Recommendations: It uses customer data to create personalized content experiences for customers on the website, mobile app, advertising, email, among other channels. With machine learning, only a few rules need to be set up, and the engine optimizes it from engagement to conversions. This is personalization at its best, without the constant planning and configuration required by other solutions.
  • Personalized Product Recommendations: Maximize revenue and transactions by providing customers with the most relevant products based on real-time intent data and intelligent machine learning.
  • Advanced Analytics: Optimizely’s Intelligence provides real-time data, content audits, and insights to plan the content and commerce experience that customers are looking for before they even realize it.

The DXP is used at mid-to-high sized enterprises, especially in retail, manufacturing and distribution, high technology, healthcare, commercial and financial services, and is used for B2C and B2B companies.

Advantages of Using Optimizely

  • Easy Editing: With a single interface to manage content that provides a default inline editing experience, add additional values through an administrative panel. This results in intuitive experiences without any additional configurations
  • Powerful Personalization: Leverage personalization with a simple, straightforward, and easy to activate solution without developer support. Designed for eCommerce companies, it enables the creation of a personalized buying experience for customers
  • Robust eCommerce Solution: Built on the same platform as its DXP, the eCommerce solution allows seamless integration. A mature product with several implementations, it has the capabilities to integrate with external systems as well
  • Easy Workflows and User Permissions: With a simple approach to content review workflows and user permissions, it has the ability to configure and enable changes to workflows and permissions without any developer support
  • Cloud-First Hosting: Moving the site to the cloud is easy, as it provides a complete onboarding solution, builds, and deployment process
  • Development Support: With a rigorous and robust developer training program, building an internal support team, and managing a quick implementation is possible
  • Affordable Pricing: Optimizely’s pricing and packaging are simple, scalable, modular, and transparent compared to competing offerings. Whether a complete SaaS solution or an on-prem license is required, it has an affordable and easy to understand pricing model, enabling customers to start small and grow along with the digital experience evolution
  • New Acquisitions: Optimizely’s acquisition of Zaius’ CDP is set to bring new customer journey mapping capabilities, improved personalization, and targeting, with actionable insights to its customers


Manage content, commerce, and data to create personalized eCommerce experiences with Optimizely. With over a decade of experience in implementing enterprise DXP solutions, let our team of developers, support engineers, and experts at Royal Cyber support your implementation and help you get the most value of your investment.

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