"Customer experience is not a cost, it's an investment. And it's an investment that pays off." - Shep Hyken”

According to PwC, 73% of consumers say that they would be willing to pay more for a product or service from a company that offers a superior CX. What defines this exceptional CX -personalization, convenience, speed, consistency, transparency, and empathy. It is the experience that makes customers more likely to come back, generates brand loyalty, and makes them advocates for your brand, even if there are cheaper options available.

The digital landscape is in constant flux. New technologies, platforms, and customer trends emerge regularly. To achieve and maintain this superior CX, businesses need a digital strategy that is equipped with a powerful and versatile Digital Experience Platform (DXP) like Optimizely.

Formerly known as Episerver, Optimizely is a full-stack digital solution that offers the flexibility to operate as a coupled, decoupled, or headless architecture with high-speed performance and robust security. It includes content management, personalization, digital marketing, enterprise search, customer intelligence, and digital commerce, all within a single cloud-based service. With its multiple APIs and extensions, it provides flexibility for customization and seamless integration with other tools and systems.

Let’s explore the multiple ways in which Optimizely CMS ensures better website conversion rate and ensures ROI optimization.

What are the benefits of Optimizely DXP?

Optimizely DXP is far more than just a traffic generator or a typical CMS platform; it is a suite of marketing-focused tools designed to elevate and unleash the full potential of marketing efforts. With its capabilities, businesses can not only evaluate and enhance existing websites by tailoring their appearance to cater to various user groups but also have the ability to provide personalized cross-channel experiences on a large scale. Its flexible architecture empowers businesses to maintain the necessary adaptability to swiftly integrate emerging tech trends and meet customer expectations as they evolve.

Now, let's get a deep understanding of the various Optimizely products that make it a preferred DXP choice for Marketing and IT teams.

Optimizely Orchestrate

Optimizely Orchestrate offers both Content Marketing Platform (formerly known as Welcome) and Content Management System that help businesses manage the entire content lifecycle- from planning to data driven optimization, across channels. With its headless architecture, it provides a single place to create, edit, and publish content, run campaigns, as well as track performance and measure impact. All this boosts productivity and efficiency by empowering marketers, editors, and system administrators to focus on curating contextual digital experiences that make customers feel belonged.

Source: Optimizely

Key features of Optimizely Orchestrate include:

• Powerful content editor that makes it easy to create and edit content of all types, including blog posts, articles, landing pages, and emails. The editor includes features such as drag-and-drop page building, templates, and SEO tools.
 
• Central content repository where marketers can store and manage all of their digital assets. This makes it easy to find and reuse content, and to ensure that all content is up-to-date and consistent.
 
• Content delivery to all digital channels, including websites, social media, and email. It also offers features such as AI-driven personalization and targeting, so that marketers can deliver the right content to the right people at the right time.
 
• Centralized campaign planning to plan and execute campaigns down to the finest details with shared briefs, campaign-level task management, and visual campaign calendars.
 
• Detailed analytics on how content is performing, so that marketers can track their progress and make necessary adjustments. It offers insights into metrics such as page views, bounce rate, conversion rate, and time on page.
 
• User-friendly integration interface and well-documented APIs make it straightforward for IT teams to connect and configure other tools and systems within their tech stack. This ensures seamless flow of data and content across various platforms.
 

Organizations with a well-planned content marketing strategy generate three times as many leads as traditional marketing strategies and cost 62% less in execution. Learn how to build and execute a high content marketing ROI strategy with Optimizely CMS features.

Optimizely Monetize

Optimizely Monetize is a comprehensive solution that empowers businesses to create exceptional commerce experiences for both B2B and B2C businesses. With its API driven composable architecture, it simplifies business complexities. Its prebuilt integrations with leading ERPs and payment systems enable IT teams to easily deploy, extend and scale the systems.

Source: Optimizely

Optimizely Monetize offers two key products:

• Configured commerce is a managed and cloud-hosted product with extensive features and functionality that are pre-built and can be enabled and configured for specific needs using admin controls on the backend. It comes with pre-built integrations for several Enterprise Resource Planning Systems (ERPs) and offers rich B2B capabilities, including user management, order approvals, budget approvals, a mobile app, and more.


• Customized commerce is also a managed and cloud-hosted product, but it operates as a framework. It allows businesses to build a digital experience that is tailored to the individual needs of the business. It is integrated with Optimizely Content Cloud, which enhances content creation and personalization capabilities within the commerce framework. With a more extensive content management system compared to Optimizely Configured Commerce, it offers more flexibility for creating a customized customer experience.

Both of these are powerful tools that can help businesses of all sizes to improve their performance and profitability. They are particularly well-suited for businesses that sell products online, but they can also be used by businesses in other industries, such as travel, hospitality, and financial services. Which product is right for you will depend on your specific needs and requirements. If you are a B2C business that wants to create a unique and differentiated shopping experience for your customers, then Customized Commerce is the right choice for you. If you are a B2B manufacturer or distributor, then Configured Commerce is the right choice for you to launch the store fast and grow faster.

Optimizely Experimentation

Optimizely Experimentation solution allows businesses to run omnichannel experiments to create a digital presence that is more engaging, informative, and personalized for the visitors. It offers two key products: Optimizely Web Experimentation and Feature Experimentation.

Source: Optimizely

Optimizely provide a range of features for conversion rate optimization, including:

• A/B testing to identify the best-performing website or app version. This can be used to improve website health metrics such as customer engagement, page views, average session duration, and data-driven personalized pages.


• Multivariate testing to run simultaneous testing of multiple variables to understand how they interact with one another.


• Feature flagging to activate and deactivate specific features for different user groups, without the need for deploying new code.


• Personalization to tailor the websites or apps for individual users based on their data, behavior and their journey stage, creating a more personalized user experience.

Optimizely Experimentation also includes various tools for marketing leaders to analyze experiment results and make quick and well-informed decisions:

• Optimizely data platform for a central place to store and manage all the data, including website traffic, conversion rates, and customer behavior data.


• Advanced search tool to create custom reports and dashboards to analyze data in preferred ways.


• Automation platform to automate the experimentation process, so that marketers can spend less time managing experiments and more time analyzing results.


• Integration with Google Analytics to send visitor events directly to GA4. Together, the two tools help track and analyze all the experiments in one place.

Explore the full potential of Optimizely's experimentation features to transform your digital strategy.

With all these tools and features, Optimizely Experimentation assists marketers in enhancing their conversion rates, optimizing call-to-actions, and increasing customer engagement. These improvements ultimately result in better customer experiences, leading to increased customer retention, lower acquisition costs, and improved marketing ROI.

For tech teams, it offers a unified solution for all their experimentation needs, eliminating the need to struggle with multiple tools. This not only streamlines their workflow but also enables faster time-to-market for improvements and enhancements. With its robust foundation in security and scalability, tech teams can trust that their websites and apps will stay safe and run smoothly, even during high traffic and heavy usage.     

Conclusion

Optimizely DXP excels for both marketers and tech teams by providing a unified platform with powerful content management, personalization, and integration capabilities. It streamlines workflows, saves time, and ensures efficient performance, making it the preferred DXP choice to excel in the dynamic digital landscape. In 2023, Gartner recognized Optimizely as a four-time Leader in the Magic Quadrant™ for Digital Experience Platforms. This prestigious recognition highlights Optimizely's consistent excellence and leadership in the DXP domain.

An investment in providing exceptional experiences today can translate into long-term customer relationships that deliver sustained revenue over time. Altudo, a bronze Optimizely partner and customer experience expert, is here to assist your enterprise in acquiring and retaining customers across the entire customer journey. If you're uncertain about whether Optimizely DXP is the ideal solution to uplift your digital strategy, get in touch with Altudo experts. Our digital experience experts will give you a comprehensive understanding of Optimizely's capabilities and functionalities, helping you make an informed decision.