What is Optimizely used for

What is Optimizely used for?

Optimizely (formerly known as Episerver) is a world leading digital experience technology. The Optimizely platform is used by ambitious organisations to create, deliver and manage sophisticated online experiences for their customers.

Optimizely offers organisations a comprehensive suite of tools across content management, commerce and machine learning to attract, engage, convert and delight customers across every touchpoint.

Year-on-year Optimizely gains recognition for excellence in digital experience from Gartner. Optimizely is on an upward trajectory in the Gartner Magic Quadrant, surpassing competing platforms such as Sitecore as one of the best platforms available.

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Optimizely is used for building enterprise-level websites and is an essential investment that helps businesses to unlock their digital potential with profitable outcomes.

Why is Optimizely good?

There are plenty of platforms available, but what sets Optimizely apart from its competitors? Why is Optimizely good? 

Optimizely has some of the most advanced and innovative capabilities available on the market, that has the power to transform organisations and help them achieve incredible results. But aside from the smart tech, Optimizely is incredibly accessible. It’s got an easy to use interface, meaning busy teams can deliver sophisticated marketing campaigns and digital activity without any time-consuming UX headaches using the platform.

Its framework makes it incredibly easy to integrate with other systems and unlike competing DXPs, its upgrades take a fraction of the time, meaning less time wasted waiting and more time taking advantage of the quicker access to the latest technology.

What also makes it an attractive choice for brands is its pricing. Optimizely pricing is also more accessible than its competitors and the overall accessibility of the platform (as well as the great capabilities) has the potential to save organisations time and money.

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The core capabilities

Whether your organisation operates in the B2B or B2C space, creating intelligent, meaningful, seamless multi channel experiences is a value proposition. Optimizely’s product suite can help elevate your organisation’s digital strategy and can be tailored to your business goals and needs. Optimizely can be used for:

  • Content
  • Commerce
  • Optimisation

The products and features for organisations to benefit from include:

Optimizely Content Cloud

Content continues to reign in the marketing tactic arena, with 82% of companies investing in content marketing, a figure that increases year-on-year. Investing in a content marketing system like Optimizely Content Cloud (Episerver CMS) gives marketing teams ultimate freedom and agility to design compelling experiences and manage all content in one central location. From advanced approval workflows, through to personalised content experiences, Content Cloud provides busy teams with the tools they need to deliver at scale. 

Optimizely’s optimisation and experimentation capabilities underpin content marketing activity and is recognised worldwide for its calibre. Learn more about Optimizely A/B testing and experimentation features and how they can elevate your marketing.

Optimizely Commerce Cloud

Commerce Cloud is the most comprehensive suite for brands looking to create superior buying experiences for their customers. Organisations across B2B and B2C can benefit from a plethora of features, including AI-driven recommendations and seamless integrations with their other systems. Learn more about the specific features of Commerce Cloud for B2B and B2C organisations.

Optimizely Intelligence Cloud

70% of customers are more loyal to organisations that personalise their experiences to match their needs. Optimizely allows marketers to create innovative, optimised experiences across their digital ecosystem. 

Getting to know your audience, their interests and how to tailor their experiences with your brand is essential for meaningful, profitable and long-term customer relationships. Optimizely Intelligence Cloud has the power to help organisations predict behaviours, seamlessly integrate and test data, and transform engagement in real-time.

The Optimizely Digital Experience Platform (DXP) is a powerful technology suite that has everything ambitious organisations need to unlock their digital potential and deliver premium end-to-end experiences to their customers. The platform’s capabilities and features continue to evolve to strengthen their offering giving Optimizely / Episerver customers the latest technology to benefit their organisations, making it a smart investment for customer-centric organisations.

Other enterprise-level features to take advantage of include:

  • Optimizely Data Platform
  • Advanced Search and Navigation
  • Marketing Automation Platform
  • Optimizely Welcome 
Who uses Optimizely?

Optimizely is trusted by over 9000 organisations worldwide, across a range of industries including commerce, hospitality, fashion, healthcare and manufacturing. The world-class platform is ideally suited to brands with digital ambition that need a platform that has the power to make their vision a reality and scale with them at ease. Customers that are seeing the benefits of Optimizely include, New Era, Pizza Hut, eBay, NHS and TRW Aftermarket.

To find out more about how your organisation could benefit from Optimizely, book a demo with the UK’s number one accredited Optimizely Partner

Get started with Optimizely for a better ROI

We’re Ultmedia, we’re a team of technical, strategic and digital experts that specialise in Optimizely. We have been working with enterprise-level organisations since 1995 to get great results through digital transformation with Optimizely. Contact us today to discuss your project, we’d be happy to help.


Creating meaningful, end-to-end multichannel experiences is a powerful differentiator for brands. Optimizely’s portfolio empowers organisations to elevate their digital strategy and transform their performance using the following offerings:


72% of marketers report content marketing as a strategy that increases engagement and new business leads. Optimizely Content Cloud gives marketers everything they need from an intuitive interface, testing and editing tools and comprehensive project collaboration.


Optimizely’s Commerce offering has both B2C and B2B organisations’ needs well-considered. Businesses can take advantage of seamless integrations with their other systems, AI driven recommendations and much more to create, optimise and manage sophisticated shopping experiences. Read the Commerce Cloud Guide for Marketers to learn more.


Organisations that strive for a high conversion rate and customer loyalty invest in personalisation. Nearly three quarters (70%) of consumers say their loyalty is impacted by how well a company understands their needs, whilst 80% are more likely to buy from a brand that offers a tailored experience. Optimizely Intelligence Cloud uses a powerful AI engine to capture customer activity across your business’ digital ecosystem to help you drive your business forwards with personalised content and product recommendations. Businesses can then monitor performance using the platform’s real-time insights tool, giving them valuable insight to how to further enhance customer experience.


Optimizely is globally recognised for its experimentation capabilities and the quality of its optimisation features. Brands have access to A/B testing and multivariate testing at an advanced level. Discover more about Optimizely A/B testing and experimentation features and how they can benefit your business.
In addition to these enterprise-level features, Optimizely also includes:

  • Optimizely Data Platform
  • Advanced Search and Navigation
  • Marketing Automation Platform

To see Optimizely in action, book a demo and find out which products are most beneficial for your organisation.
Optimizely is a powerful and sizable platform. After experiencing a demo, the most common questions asked are, ‘How much does Optimizely cost?’ or centre around Optimizely pricing.

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Optimizely offers tremendous value for money whether it be for ecommerce or for a content managed website.
In a recent Forrester report of ‘Total Economic Impact’ for an organisation the quantified benefits included:

  • Increased traffic from platform integration of $1.8 million over 3 years
  • Improved conversion from better customer experience bringing $1.6 million over 3 years
  • Simplified content deployment saving over £1 million
  • Augmented revenue improving reliability avoiding over $300,000 in profits
  • Reduced IT costs due to cloud migration of over £100,000

Unlike similar technologies available, Optimizely’s price plans are reflective of each business’ needs and goals and there’s significant money to be saved in speedy updates unlike competing platforms.


Optimizely can provide your organisation with all the tools to implement a sophisticated customer-centric digital strategy. It’s a top-tier DXP that is used across many national and multinational companies in a variety of sectors including travel, manufacturing and distribution, financial services and retail. Optimizely is trusted by some of the biggest global brands, including: ebay, Dolby, New Era, Pizza Hut, Mazda, Visa, Atlassian and Sky. So, needless to say – your organisation would be in great company.


If you’re considering a new website platform or you’d like to know how you could be getting more from Optimizely, contact us, we’d be happy to have a chat and see how we can help. We are Ultimedia, the first UK Optimizely Partner and dedicated Optimizely agency. We are a team of designers, developers and digital marketers that specialise in Optimizely and have been helping enterprise-level businesses unlock their digital potential since 1995. Take a look at our case studies to learn more.

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