Digital transformation is the process of using digital technologies to fundamentally change the way B2B businesses operate and deliver value to their customers. B2B customers are evolving, and they want to be able to interact with businesses on their own terms, through the channels of their choice.

A recent survey by Gartner found that 89% of leaders believe that digital transformation is critical to their company's survival and growth. This data shows how digital transformation is crucial for different industry leaders and how it helps with business success. Whether it is helping retailers to deliver personalized shopping experiences to their customers, financial service companies to improve their customer service and reduce their fraud risk or helping healthcare providers to improve the quality and efficiency of care.

However, digital transformation can also be a complex and challenging process, given how customer dynamics are changing each day. Enterprises are constantly trying to identify the right technologies to support their digital strategy and bridge the gap between what they offer and what customers demand.

Technology such as a Digital Experience Platform (DXP) that has ushered in the times of experience-first economy is helping brands understand their customers better. A DXP helps you manage digital experiences across all digital touchpoints through content management, personalization and experimentation.

In this blog, understand the fundamentals of one of the leading Digital Experience Platforms- Optimizely and how it helps enterprises balance speed and security. We will also explore Optimizely’s features and capabilities.

What is Optimizely?

Optimizely DXP is a leading experimentation platform that helps deliver personalized digital experiences across all channels, including websites, mobile apps, emails, social media and others. It provides a unified platform for content management, commerce, personalization, and experimentation. It helps enterprises run numerous experiments, generate insights and optimize digital experiences in real time.

Optimizely also offers a suite of digital transformation services that help enterprises develop and execute their digital transformation strategies. Whether it's content management, feature or web experimentation, A/B testing or commerce tools Optimizely can help you make data-driven decisions and create personalized experiences leading to better customer satisfaction, increased sales, and reduced operations costs.

Balancing speed and safety with Optimizely

One of the key challenges of enterprise digital transformation is balancing speed and safety. Enterprises need to move quickly to adopt new technologies and implement new processes to stay ahead of the competition. But they also need to be careful not to move too quickly, as this can lead to errors and disruptions.

Losing customers is now a matter of seconds. Being in a digital landscape, where your website conversion rate can drop by an average of 4.42% with every additional second your site takes to load, website speed holds critical importance.

Optimizely allows you to optimize site speed with its numerous features such as custom code and extensions, caching or custom snippets that help to test and deploy new changes quickly and safely. Here’s how to perform speed optimization with Optimizely:

• Content delivery- Optimizely provides Content Delivery Network (CDN) capabilities, ensuring that your website's content is distributed efficiently to users worldwide. This reduces latency and speeds up page loading times.


• A/B testing and experimentation- By using Optimizely's A/B testing and experimentation features, you can quickly identify which website variations perform better in terms of speed and user engagement. This data-driven approach allows you to make informed decisions to optimize the website for speed.


• Content caching- Optimizely can cache frequently accessed content, such as images and static assets, to reduce server load and improve page load times. Cached content is delivered to users more rapidly, enhancing the overall user experience.


• Personalization- Optimizely's personalization capabilities enable enterprises to serve tailored content to users, which can improve engagement and conversion rates. By delivering relevant content faster, users are more likely to stay on your website.

As enterprises adopt new digital technologies, they also need to take steps to protect themselves from new and evolving security threats. Optimizely is managed with an Information Security Management System certified to ISO 27001. It ensures that you receive robust security through its best-practice architecture and development, secure data centers and global support. Here are some of the Optimizely features that ensure security enhancement:

• Security monitoring- Optimizely incorporates security monitoring and threat detection tools to identify and mitigate potential vulnerabilities and attacks on your website. This helps protect against data breaches and other security threats. In a scenario where a suspicious spike in traffic is detected, the system can automatically apply rate limiting and alert the security team to investigate potential attacks.


• Access control- It offers robust access control and user management features, ensuring that only authorized personnel can make changes to the website. This reduces the risk of unauthorized access and tampering with critical content or functionality.


• Compliance and data protection- Optimizely helps enterprises maintain compliance with data protection regulations like General Data Protection Regulation (GDPR). It provides tools for managing user data, obtaining consent, and ensuring that sensitive information is handled securely.


• Distributed Denial of Service (DDoS) protection- Optimizely may partner with DDoS protection services to safeguard your website against large-scale DDoS attacks, ensuring that your site remains accessible during such events.


• Regular updates and patching- Optimizely regularly releases updates and patches to address security vulnerabilities. Enterprises can benefit from these updates to keep their website software and plugins secure.

Optimizely’s unique features for enterprise digital transformation

Optimizely not only helps you balance speed and security but also enables enterprises to achieve a mature digital transformation. Let’s look at Optimizely’s unique features that help enterprises implement digital transformation:

• Content management- Optimizely provides a robust Content Management System (CMS) that allows enterprises to create, manage, and deliver digital content via APIs across various channels, including websites, mobile apps, and IoT devices.


• Personalization- Optimizely offers advanced personalization tools that enable enterprises to deliver tailored content and experiences to individual users based on their preferences, behavior, and demographics. This helps enhance user engagement and conversion rates. For instance, an eCommerce enterprise can use Optimizely DXP to show product recommendations and content that align with each user's interests, increasing engagement and conversions.

Learn how to create personalization on your product search and discovery channel.

• A/B testing and experimentation- Optimizely allows enterprises to conduct A/B tests and experiments to optimize website and app elements, such as design, layout, content, and CTAs. Thereby, helping to make informed decisions to improve digital experiences. Like, a retail company can test different product page layouts to determine which one drives higher conversion rates.


• Data-driven decision-making- The platform provides robust analytics and reporting tools to track user behavior, engagement, and conversion metrics. Enterprises can gain valuable insights about customer journeys to craft experiences that align with their interaction pattern.


• Integration capabilities- Optimizely can integrate with other enterprise systems and technologies, such as CRM systems, marketing automation platforms, and third-party APIs. This enables seamless data exchange and workflow automation.


• Multichannel support- Maintaining a consistent brand experience across various digital touchpoints is crucial in digital transformation. Optimizely helps ensure that branding and messaging are uniform across websites, mobile apps, and other digital platforms.


• Cloud deployment- Optimizely offers cloud-based deployment options, making it scalable and flexible for enterprises looking to leverage cloud resources for their digital transformation initiative.


• Machine Learning (ML) and Artificial Intelligence (AI)- Optimizely incorporates AI/ML capabilities to create hyper-personalization. It includes predictive analytics, recommendation engines, and automated content optimization. It goes beyond segmentation and helps personalize customer experience.

Conclusion

Digital transformation is imperative for enterprises of all sizes in today's competitive digital landscape. However, it can also be a complex and challenging process, requiring enterprises to balance speed and security while navigating new and evolving technologies. Optimizely DXP is a leading platform that can help enterprises overcome the challenges of digital transformation and achieve business goals.

Altudo, a bronze Optimizely solution partner, has years of experience and expertise to help you derive the best results from Optimizely DXP. Our learned and experienced tech professionals are well-equipped with all technicalities and can help you to efficiently manage and create engaging content and enhance your digital presence. Whether it's custom website design and development, website content migration or even ongoing support or maintenance, our team of experts are dedicated to offering the right guidance and knowledge.

If you feel it is a digital experience platform that your website needs, then our team will be happy to help you. Write to us at marketing@altudo.com to kickstart your enterprise digital transformation.