Optimizely Launches Enhanced Personalization Solution at Opticon London 2024

At the Opticon London event, Optimizely, a prominent digital experience platform (DXP) provider, introduced its latest offering, Optimizely Personalization, designed to meet the increasing demand for advanced digital engagement tools. This innovative solution seamlessly integrates precision-targeting mechanisms, testing functionalities, and robust analytics to help marketers deliver tailored digital experiences on a one-to-one basis.

In response to a growing market need for sophisticated personalization features, Optimizely Personalization offers a suite of capabilities that includes collaboration, contextual bandits, and edge delivery. These tools are crafted to empower marketers to craft high-performing, individualized digital experiences for their audiences.

Building on the recent launch of CMS 13 at Optimizely’s Opticon Stockholm event, the new personalization tools aim to enhance user engagement and drive conversions. Marketers will soon have access to a variety of features, set to roll out in the fourth quarter, including:

• Contextual Bandits: This functionality harnesses customizable algorithms that dynamically adapt to deliver the most relevant user experiences. By employing machine learning models, each site visit is optimized to present visitors with the most impactful, personalized content based on their unique attributes.
• Collaboration: Expanding on the successful Experiment Collaboration tools, this feature is tailored for programs of all sizes, ensuring that testing and experimentation management are integrated effortlessly.
• Edge Delivery: With a user-friendly visual editor, this tool enhances page load speeds by applying updates before the content reaches the user’s browser. This leads to a smoother, flicker-free experience, boosting SEO rankings and driving increased organic traffic and conversion rates—where even a split-second can make a difference.

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Rupali Jain, Chief Product Officer at Optimizely, expressed concern over the current state of personalization in marketing. “Most customers today expect personalized interactions, yet only 9% of organizations have adopted real-time personalization. This disparity poses a significant challenge,” she stated. Jain noted that marketing teams often struggle with complex technology, fragmented workflows, and insufficient data, which can hinder their ability to create the personal experiences that customers desire. “That’s why we developed Optimizely Personalization. Our solution breaks down these barriers, making it easier for marketers to forge genuine connections with their audiences—down to the individual level.”

With this launch, Optimizely aims to bolster its Optimizely One platform, providing marketers with the necessary tools to target, test, and convert effectively. The integration of a dedicated personalization solution alongside Optimizely’s acclaimed CMS and Experimentation platform represents a notable advancement in marketing technology, responding to the pressing needs of today’s marketers. A recent study by Optimizely found that 86% of executives feel their marketing strategies require more sophisticated personalization capabilities than they currently have.