The Case for Migrating to Optimizely in 2025

Question: Is your current Digital Experience Platform (DXP) or CMS holding you back? 

Not sure? Ask yourself the following: 

1. Is your DXP easy to maintain and upgrade?  
2. Does it provide the flexibility your business needs to grow and adapt over the next 3 years?
3. Does it empower your content creators to be efficient, and create stronger experiences for your business’s valuable users?
4. Are your able to make changes to your site, confident in the knowledge that you are moving forwards and not just investing to stay still?  
5. Can you create personalised experiences for your customers, with the ability to test?
6. And is this driven by data and insights?

I'm concerned about the cost and upheaval of migrating to a new DXP

If your platform is slow, insecure, or even reaching end of life, or maybe your partnership with your current provider isn’t working out anymore, then it's already costing you money. 

Many businesses reach a point where their digital experience platform (DXP) is actively holding them back - costing them time, resources, and revenue.

This should be no surprise. Technology moves very quickly, and what was considered cutting edge 5 years ago can leave you suffering today.

The real costs can be huge, before you even get to the opportunity costs. 

But...with the right approach, you can:

• Migrate to a platform that minimises upgrade and maintenance overheads.
• Benefit from content curation and creation tools that put time and energy back into your teams to do their best work.
• Empower your team with effective and efficient working practices, underpinned by the latest in AI.
• Build a cadence around enhancement and optimisation that enables your team to do their best work, and minimises the need for development input.
• Create great customer experiences, personalised to their behaviour, driven by real-time data and insights.
• Test, learn, optimise, repeat!
  

Switching platforms successfully is the first part of the equation - what really matters is making sure the digital experience you provide keeps up with your customers' needs whilst aligning with your business goals.

Why Optimizely?  

2025 has seen both Gartner® Magic Quadrant™ for DXPs and The Forrester Wave™ for Content Management,  putting Optimizely out front as a Leader.

This is not for the first time, and not by accident.

Optimizely has earned that recognition by helping businesses:

Reduce costs by cutting development overhead.

Improve performance with a cloud-native, scalable platform that empowers teams to do their best work.

Orchestrate the marketing and communications lifecycle, providing accountability through experimentation to content and digital experiences.

Maximise revenue through AI-driven experimentation and personalisation. 

Optimizely's growth in strength and credibility over the past decade is undeniably impressive.

Reassuring, if you are making budget decisions that may have to last you for the next 5 years.

But here’s what really sets Optimizely apart:

1. Higher ROI (and proof to back it up)

Let’s talk numbers.

A Forrester Total Economic Impact™ study found that businesses using Optimizely’s experimentation platform saw: 

• 286% ROI over three years 
• $1.5M saved from improved developer efficiency and site performance 

(Source: Forrester Study on Optimizely ROI) 

2. Personalisation that drives revenue

Optimizely comes with rule-based personalisation built in, which can then be enhanced with AI to test, learn, and deliver the right experience in real-time.  

Leading to higher engagement, increased conversions, and more revenue.

3. Your migration, on your terms

Migrating doesn’t have to mean pressing pause on your business.

For many of our clients we are able to stabilise the existing platform first, get it secure, and then map out a migration plan that works for them and the timing their business needs.

Our approach prioritises the migration of the most important features first.  

4. Built-in experimentation

Unlike other platforms, Optimizely’s A/B and multivariate testing comes integrated.

You can benefit from: 

✔ Native experimentation for websites, mobile apps, and commerce. 
✔ AI-powered insights to detect what’s working (and what’s not). 
✔ No-code test setup, so marketing teams can run experiments without IT bottlenecks. 

All through the Optimizely experimentation suite. 

See further details of the Optimizely Roadmap in 2025


In summary, don’t let your digital tech stack hold you back 

You wouldn’t keep pouring money into a vehicle that breaks down every few months. Or won't make it to the place you need to be.

So why stick with a DXP that’s slowing you down?