Contentful Integrates Optimizely Tool For Simplified Content Experimentation

Published: October 14, 2019

Contentful, an enterprise back-end CMS platform, unveiled an integration with customer experience optimization company Optimizely. The integration aims to help users test content effectiveness and optimize for conversions without leaving Contentful’s web app.


By not having to leave the Contentful platform to run content experiments, users gain a unique advantage in terms of speed, agility and flexibility of the types of content they can deliver. The Optimizely app removes hurdles by integrating the two products so users can focus on content versus configuration.

The application minimizes slowdowns caused by content switching and mistakes from manual copying. It also adds context variations to reference fields, assigns variations to experiments and monitors experimentation status.


Together, Contentful and Optimizely enable editors and content managers to run experiments on content without having to ask for code changes, enabling workflow.

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Contentful’s extensibility framework is used by customers to integrate with CRM and ERP capabilities including data collection, personalization, product catalogs and identity and access management. The marketplace offers one-click installation of extensions like Marketo forms, Optimizely audiences and Shopify products — as well as APIs and SDKs used by customers to integrate with products like Oracle ATG or Salesforce Identity.


Contentful is delivered as a SaaS application, backed by a platform of APIs for content creation, management and delivery. Customers are hosted in multi-tenant cloud environments via free and monthly plans, and annual contacts that offer upgrades to dedicated infrastructure.


During the beta phase, the Optimizely app has been installed and actively used by over 20 enterprise organizations, including Vistaprint and Mailchimp.


Experimentation with messaging and user experience boosts customer conversions and revenue. Optimizely’s collaboration with Contentful is designed to make it easier and more efficient for marketers to make data-driven decisions about their content, and scale experimentation to test many factors, resulting in the ability to rapidly iterate to deliver better digital experiences.



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