A powerful platform for digital experiences.

What is Optimizely?

Optimizely (formerly Episerver) is a DXP platform used by organisations with high demands on their digital presence. It enables teams to manage websites, customer experiences and content within a powerful end-to-end solution, while also providing the flexibility to scale, evolve and integrate with other tools and enterprise systems.

With support for personalisation, experimentation, multisite management and e-commerce, Optimizely creates the foundation for more data-driven work and tailored experiences across the full customer journey.

Building a website in Optimizely is relatively straightforward. The real challenge lies in building a platform that holds up over time as the organisation grows, more systems are connected, and expectations on content and customer experience increase.

This is where ted&gustaf comes in. We help organisations create the structure, ways of working and digital solutions needed to get more value from their investment, both today and in the long term.

Why many organisations choose Optimizely

As digital presence grows, so do the demands on content, customer experiences and coordination across multiple channels. Optimizely helps organisations bring everything together in a single platform, creating better conditions for marketing teams, editors and developers alike.

Work faster with content

Create, update and publish content across multiple websites, languages and markets from a single platform. This reduces manual work and makes it easier to keep content up to date.
Create better customer experiences

Deliver relevant content based on behaviour, audience or previous interactions. This enables more personalised experiences and strengthens relationships with customers and users.
Make decisions based on data

Built-in analytics and experimentation capabilities allow you to test ideas, measure results and continuously improve your website based on real user behaviour.
Bring content, data and systems together

Optimizely integrates well with CRM, PIM, e-commerce and other enterprise systems. This creates a more efficient flow of information and a more unified digital experience.
Build for future needs

Whether you are entering new markets, developing new services or scaling as an organisation, Optimizely provides a flexible foundation that can evolve over time.

Some companies we have worked with

When Optimizely is the right choice

Optimizely is best suited for organisations with a complex digital presence and a need to coordinate content and customer experiences across multiple touchpoints. It is widely used by global enterprises, the public sector and e-commerce organisations looking to combine content, analytics and personalisation in one platform.

Optimizely is often chosen as a strategic platform when the website is no longer a standalone channel, but a central part of the digital business.

Typical situations include:

Multiple markets, languages and websites (multisite setups)
Large editorial organisations with many users and roles
Needs for personalisation and audience segmentation
A strong ambition to work data-driven with content and conversion
E-commerce setups where content and product data need to work together
Integration requirements with CRM, PIM, ERP or other enterprise systems
A need for integrated A/B testing and experimentation

When Optimizely is not the right choice

Despite its strengths, Optimizely is not always the most efficient solution. In some cases, lighter CMS platforms deliver better speed, simplicity and lower long-term maintenance costs.

Optimizely may be less suitable when:

the primary need is a simple website or campaign site
the organisation has limited editorial capacity
content volume and complexity are low
there is no need for advanced personalisation or A/B testing
speed and simplicity are more important than flexibility and scalability

Key features

Content Management (CMS): The core of the platform, with support for multisite setups, multilingual content, workflows and structured publishing.
E-commerce (Commerce): Flexible product and business logic for both B2C and B2B, supporting dynamic and personalised customer experiences.
Experimentation and A/B testing: The ability to test content, design and user journeys directly within the platform to enable data-driven decisions.
Personalisation and data: Segmentation and customer data capabilities that allow experiences to be tailored across channels.
API-first and headless support: Optimizely can be used both in traditional and headless setups, providing flexibility in architecture and frontend implementation.

How we can help you with Optimizely

Optimizely is rarely just a technical decision – it is a choice about how an organisation wants to work with digital experiences over time.

As a certified Optimizely Gold Partner, we have extensive experience in both complex implementations and continuous optimisation. We build solutions that combine editorial freedom with technical stability for development teams, while also delivering business value across the organisation. Our services include: