We told you Episerver is due to acquire Optimizely, and now we’re about to tell you what that means for the DXP space...
Earlier this month, Episerver, a leading Customer-Centric Digital Experience Platform announced that it has entered an agreement to acquire Optimizely, the leader in experimentation and optimisation.
This combination of the two enterprises is said to create the most advanced digital experience platform to optimise every customer touch-point across the entire user journey.
By combining Episerver's ability to create digital experiences through content and commerce with Optimizely's ability to optimise across touch-points enables marketers to build experiences that get continually smarter over time.
"For nearly three decades, Episerver has helped businesses create content-driven digital experiences for our customers," said Alex Atzberger, CEO of Episerver. "Today, we are announcing the most significant transformation in our company's history – one that will set a new industry standard for digital experience platforms.
That’s a pretty big claim, and one we don’t doubt for a second. This acquisition has the potential to shake up the future of the DXP space.
Gartner defines a digital experience platform (DXP) as “an integrated and cohesive piece of technology designed to enable the composition, management, delivery and optimization of contextualized digital experiences across multi-experience customer journeys.”
In a nutshell, a DXP should provide a suite of tools to power a personalised experience by connecting a customer’s journey across multiple touch points, on multiple different journeys, and as a result provide a great customer experience.
Pair this with personalisation and experimentation with the likes of A/B testing, multivariate testing and server-side testing, this new DXP platform has the potential to drive lead generation and conversion while maintaining the optimal experience for the user.
Optimizely currently offer digital experience optimisation technologies with AI powered personalisation and A/B testing at the forefront. Combine this with Episerver’s digital experience platform, harnessed on content management and commerce software, this acquisition may have the power to bridge the gap between amazing customer experience and conversion optimisation.
A newfound force that may just make the rest of the DXP space sit up and take note.