DXP architecture

With Optimizely Digital Experience Platform (DXP), you can create truly customer-centric experiences using best-in-class Optimizely Content Management System (CMS), robust ecommerce, and advanced personalization and marketing automation features.

Optimizely is based on a secure platform with a modular product suite and multiple APIs and extensions, offering flexible customization and integration possibilities.

DXP is and end-to-end, full-stack digital platform service package that includes content management, digital marketing, enterprise search, and digital commerce in a single cloud service. The service ensures high availability and performance, including configuration and maintenance of required components.

CMS and DXP

The difference between Optimizely CMS and Optimizely DXP is primarily in the range of features and functionalities they offer:

• Optimizely CMS
  • Optimizely CMS is focused on content management, providing tools for creating, managing, and publishing digital content on websites.
  • It allows users to manage web content easily and efficiently, providing a user-friendly interface for non-technical users.
  • Key features include content editing, workflow management, and version control, targeting the needs of content creators and editors.
• Optimizely DXP (Digital Experience Platform)
  • Optimizely DXP includes all the capabilities of Optimizely CMS but extends its functionality to provide a comprehensive digital experience solution.
  • It integrates additional features such as personalization, experimentation, and analytics to deliver optimized and personalized experiences across multiple channels.
  • The platform supports marketing automation, customer insights, and A/B testing, enabling businesses to engage users effectively and drive conversions.
  • Optimizely DXP is designed for organizations looking to manage not just content but the entire digital experience across various touchpoints.

In summary, while Optimizely CMS is focused on content management, Optimizely DXP offers a broader suite of tools for managing and optimizing the entire digital experience.

Feature highlights

Optimizely Content Management System (CMS)

• Advanced Content approvals
• Globalization and multi-language management
• Optimizely Graph
• Multi-step Forms capabilities
• Search optimization options

Optimizely Commerce Connect

• Catalogs and order management
• Promotions
• Markets and multi-site support
• Customers

Optimizely Configured Commerce

• Dynamic cart and checkout
• Guest users and quote capabilities
• Product taxonomy management
• Create multiple sites from a single instance
• Workflows  and reordering

Optimizely Search & Navigation

• Optimizely Search & Navigation

Optimizely Recommendations

• Tracking
• Optimizely Content recommendations
• Optimizely Product Recommendations
• Optimizely Triggered messages
• Optimizely Personalized search results

Optimizely Feature Experimentation

• Experimentation platform for websites, mobile apps, smart devices, and back-end code.

Optimizely Web Experimentation

• A/B test user of interface variations, to optimize and personalize website messaging.
• Send event data from any application to track user conversions offline or in a restricted environment.
• Deliver web experiments using a distributed network designed to improve page performance.

Marketing automation

• Omnichannel campaign management
• Marketing automation connectors

Integration and extension APIs

• User-generated content support
• Multiple integration and extension options
• "Headless" content delivery support

Cloud services

• Flexible cloud deployment options

User interface

• See User interface in the Optimizely User Guide for examples of how to work with features as an end-user.

Get started

Check the system requirements before installing. Easy installation and service onboarding, sample templates, and Visual Studio extensions help you get your development projects up and running. With Optimizely's continuous releases, see Optimizely Release Notes by Product to keep projects up-to-date with a shorter time-to-market for customer solutions.

Developer guides and APIs

See Get started with CMS 12 and the developer guides to learn how to get started developing with Optimizely. See Optimizely APIs and libraries for information about available libraries, for example, C#, JavaScript, and REST APIs.

Sample and demo sites

When you install an Optimizely site through Visual Studio, you can install a sample site to explore Optimizely. You can also Install a sample site to explore an example implementation of an Optimizely Customized Commerce solution.

Optimizely Foundation is a reference architecture and an example of a platform solution with multiple Optimizely products. You can use Foundation for demo purposes or as a starting point to get running with your Optimizely solution.