Optimizely vs Sanity

Optimizely vs Sanity

As businesses face the ongoing challenge of elevating user experiences to maintain a competitive edge, understanding the benefits of Optimizely vs Sanity is more relevant than ever. With over 8 in 10 individuals feeling restricted by their current CMS and 92% struggling to maintain consistency across diverse data and content types, investing in robust digital tools is key. Digital Experience Platforms (DXPs) and Headless Content Management Systems (CMS) are essential solutions, each offering unique approaches to content management and delivery. Among these, Optimizely and Sanity stand out as key contenders. However, navigating the choice between them necessitates a comprehensive understanding of what each platform offers.

Optimizely vs Sanity: The Basics

In the comparison of Optimizely vs Sanity, Optimizely is positioned as a comprehensive DXP, providing a suite of tools including A/B testing, a content management system (CMS), Optimizely personalisation, and experimentation. It aims to offer an all-in-one solution for businesses seeking to optimise the entire customer journey.

On the other hand, Sanity is a headless CMS designed to provide a flexible and developer-friendly platform for managing structured content. Unlike traditional CMS platforms, Sanity operates decoupled from the front-end presentation layer, offering developers greater freedom in building custom experiences.

Industry Recognition

Leading industry publishers release annual reports praising and recommending the best digital platforms on the market so businesses can get a better understanding of the key differences between platforms such as Optimizely vs Sanity. The industry recognition achieved by Optimizely underscores its consistent excellence and leadership. Its consecutive five-year inclusion as a leader in the Gartner Magic Quadrant is a testament to its sustained innovation and customer satisfaction. Additionally, being ranked alongside industry giants like Adobe in the Forrester Wave report further solidifies Optimizely’s position as a leading choice for businesses seeking top-tier digital solutions. 

In contrast, while Sanity offers compelling features, its lack of similar industry accolades may indicate a need for greater visibility and market validation. However, this does not detract from its inherent strengths as a headless CMS.

Ease of Use

In the debate of Optimizely vs Sanity, one of the key differences is their usability. Optimizely offers a user-friendly WYSIWYG editor for content creation and management, making it accessible to users with varying technical expertise. However, customisation options may be somewhat limited without the help of developers.

Sanity provides a structured content schema, offering granular control over data. While this flexibility empowers developers to create tailored front-end experiences, it may require a higher level of technical proficiency to leverage effectively which can be inefficient and costly.

Personalisation Capabilities

Optimizely excels in personalisation, with its user-friendly interface enabling savvy marketers to create targeted experiences based on user behaviour and data. Features such as Optimizely analytics and the Optimizely Data Platform (ODP) also further the personalisation capabilities of the already efficient CMS. The in-depth targeting and personalisation can significantly enhance engagement and conversions.

Sanity, while not primarily focused on personalisation, can integrate with personalisation tools through APIs, enabling some level of customisation and targeting.

Experimentation and A/B Testing

A crucial aspect of optimising digital experiences is A/B testing, where 1 in 8 tests can drive significant improvements. Research indicates that better UX design driven by testing results could boost conversions by up to 400%. Optimizely excels in this area, with their CMS providing robust support for A/B testing. The Optimizely experiments suite allows businesses to run experiments, analyse results, and refine website elements for enhanced performance. 

While A/B testing isn’t native to Sanity, it can be seamlessly integrated with external tools with the help of some additional setup. This flexibility empowers developers to leverage the power of experimentation and enhance digital experiences.

Optimizely vs Sanity: The Cost Comparison

When considering cost, it’s essential to evaluate the initial investment and additional factors like ongoing maintenance, scalability, and extra features.

Optimizely’s pricing typically varies based on the level of customisation, the number of users, and the scale of the deployment. The platform has different pricing tiers to fit the needs of the organisation so an organisation doesn’t overpay for what they don’t use. Whether it’s just the CMS you’re looking for or the whole DXP package, Optimizely’s Cost is reflected in the value and high ROI the platform generates for organisations across the globe.

Sanity’s pricing structure often revolves around usage-based models, with fees tied to factors such as the volume of content managed and API integrations. While this can offer flexibility, businesses should carefully assess their needs to ensure cost-effectiveness, especially as usage scales.


It’s crucial to consider the scalability of a platform, particularly for growing businesses or those with fluctuating demand.

Optimizely’s CMS is engineered to seamlessly grow with your business demands, ensuring adaptability to evolving requirements and accommodating surges in traffic and content volume. The latest addition to Optimizely, Optimizely One, enhances this scalability further, as a SaaS-based marketing operating system. Whether you opt to expand within the Optimizely suite or integrate external platforms, the composable nature of the platform ensures swift and effortless integration, thanks to its API-focused approach.

Sanity’s headless architecture inherently lends itself to scalability, as it decouples content management from presentation, allowing for seamless expansion and optimisation of digital experiences as demands evolve.

Product Support and Direction

In addition to features and capabilities, brands need to consider product support and ongoing development direction when deciding between Optimizely vs Sanity.

Optimizely typically offers robust product support, including documentation, training resources, and dedicated customer service. Also, its roadmap often reflects ongoing innovation and enhancements to meet evolving market demands.

Sanity, while perhaps not as widely recognised, also boasts a strong community of developers and contributors, providing valuable support and insights. Additionally, its transparent approach to product development often involves community feedback, ensuring alignment with user needs and market trends.

Choosing the Solution for you 

Selecting the right platform can significantly impact your ability to engage audiences, drive conversions, and stay ahead of the competition. While Optimizely vs Sanity have distinct approaches to content management and delivery, the choice ultimately depends on your specific requirements, resources, and strategic objectives.

For businesses seeking a comprehensive solution with robust personalisation and experimentation capabilities, Optimizely may be the ideal choice. Or, organisations prioritising a developer-focused platform might find Sanity to be a more suitable option.

Ultimately, conducting a thorough evaluation of your needs, running trials or demos, and working with a leading digital agency such as Ultimedia can help guide your decision-making process so your platform aligns with your long-term digital experience strategy.

At Ultimedia, we proudly hold the title of the leading Optimizely gold partner and the first-ever Optimizely agency in both the UK and the Middle East. Reach out to us today to schedule your free Optimizely Demo, or just contact us for a chat with one of our experts. We’d love to help you on your digital path to success.

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