A powerful platform for digital experiences.

Optimizely DXP - a powerhouse for digital experiences

Optimizely (formerly Episerver) is a leading Digital Experience Platform (DXP) designed for businesses seeking to take control of the entire customer journey. The platform combines robust content management with testing, personalization, and e-commerce capabilities. It’s built to give marketing teams, editors, and developers a shared foundation for creating relevant, fast, and data-driven experiences.

With intuitive editing tools, support for A/B testing, AI-powered personalization, and a flexible technical architecture, Optimizely is a strategic choice for organizations with high demands on performance, scalability, and user experience.

What is Optimizely?

Optimizely is a cloud-based platform offering an integrated CMS and DXP. It consists of multiple modules that together cover everything from content management to personalization and e-commerce. With Content Cloud, editors get a user-friendly interface with drag-and-drop functionality, workflows, and support for multi-language and multi-site environments. In Commerce Cloud, e-commerce businesses can create dynamic shopping experiences with recommendations, segmentation, and a flexible product structure.

In addition, Optimizely offers advanced testing and optimization tools that allow for A/B testing of content, design, and functionality directly within the platform. Its headless-friendly architecture, enabled through Optimizely Graph, makes it easy to distribute content across multiple channels and devices.

Key features

Advanced content management – Create, edit, and manage large volumes of content across languages and markets.
Built-in personalization – Display logic based on audiences, behaviors, or campaign flows.
A/B testing and experimentation – Test content, layouts, or CTAs directly in the interface.
Headless support – Build flexible frontends and reuse content across channels using Optimizely Graph.
API-first architecture – Strong integration capabilities with systems like PIM, CRM, and e-commerce.
Digital Asset Management (DAM) – Centralized management of images, documents, and other assets.
Multisite and multilingual – Support for multiple websites, domains, and languages with centralized administration.
Role-based access and workflows – Clear permissions and editorial processes for large teams.
Optimizely Data Platform (ODP) – Customer data, segmentation, and marketing automation in a unified ecosystem.
E-commerce support – Powerful B2C and B2B system with personalization and product logic.

Some companies we have worked with

When is Optimizely a good fit?

Optimizely is particularly well-suited for medium to large organizations with high demands for quality, customization, and growth. The platform is often used by global enterprises, public sector organizations, and e-commerce businesses that need to effectively combine content, analytics, and personalization.

For teams working in a data-driven way and looking to optimize every stage of the customer journey – from first visit to conversion and retention – Optimizely is a solution that scales with your needs. Marketing and communications teams gain significant autonomy in daily operations, while developers have the flexibility to build custom integrations, components, and features.

Things to consider before starting an Optimizely project

A successful Optimizely project requires more than just technology – it relies on a clear strategy and cross-functional collaboration. It’s essential to define your business goals early and identify target audiences, content flows, and requirements. The platform’s flexibility enables highly customized solutions, but it also demands strong design and development resources.

Since Optimizely is an advanced platform, you should carefully consider which license level suits your needs – both functionality and pricing vary between packages. A Proof of Concept or pre-study is often a good way to ensure the right direction before full implementation.

Business goals first: Define clear objectives and KPIs to ensure the platform supports your overall strategy.
Design and user experience: Involve UX designers early to build user-centric solutions.
Technical expertise: Make sure you have access to internal or external development resources to maximize the platform’s potential.

How we can help you with Optimizely

We are a certified Optimizely Gold Partner with extensive experience in both complex implementations and ongoing optimization. We build solutions that combine creative freedom for editors with technical stability for development teams – and business value for the entire organization. Our services include:

Strategy and consulting for selection and implementation
Design and development of custom components
Integration with external systems such as CRM and e-commerce platforms
Content migration and SEO assurance
Training for editors and post-launch support
Ongoing A/B testing and analysis

Customer projects, built with Optimizely

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