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Discover our key takeaways from Optimizely's Opticon 2022.

The Optimizely platform's various offerings have been brought together, and the various offerings have been packaged into sales packages that are in line with customer preferences. The new platform, the new offers around experimentation and personalisation, and the idea that users may be liberated from their limitations while utilising the platform were all major points of emphasis at Opticon 2022.

In this blog we will highlight some of the key takeaway from Opticon 2022 with a focus on product, strategy, technical and development.

Optimizely product and strategy 

The redesigned Optimizely, concentrating on three key areas: orchestrate, monetize, and experiment, received a lot of attention at Opticon 2022. Here are some of the main ideas from each topic that we wish to emphasise.

Optimizely orchestrate:

The capacity for content creation and ideation throughout an organisation to flow into a content management system where it may, when needed, be enhanced with web-specific data.

The recently purchased Welcome software, a solution that enables the ideation and creation of content and ideas across all your organization's channels, now goes by the name Optimizely Content Marketing. Once web channel material has been developed, a future upgrade will enable publishing directly into the content management system.

The content cloud, where we manage, collaborate, and distribute web content to users, is now known as Optimizely Content Management.

Optimizely monetize

Best-in-class B2C and B2B commerce products that enable teams to build rich, goal-driven, and customised commerce experiences are used to generate money.

A feature-rich platform for developing commerce experiences that aim to convert direct customers into customers is called Optimizely B2C Commerce. containing features like personalisation, multi-market, tax, payment, and order administration, as well as customer and order management.

The self-contained commerce platform Optimizely B2B Commerce is designed for specialised B2B sales use cases, such as catalogue management, PIM, mobile apps, integrations, and robust search.


Experimenting and discovering through the testing of a hypothesis what best serves the end user and increases sales. Recently switched to the Google Cloud platform in order to integrate with GA4 more closely, allowing it to be offered for sale on the Google Marketplace.

A/B, Multivariate, Personalised, and multi-armed bandit experiments are all supported by Optimizely Web Experimentation and are delivered via JavaScript. Test developers may easily create experiments using the platform UI.

The new Optimizely Feature Experimentation is focused on having everything be a feature flag. Developers incorporate experiments into the programme, which are then set up using the platform. This makes it possible to experiment on any platform, including the web, TVs, consoles, kiosks, and mobile devices, using the API.

Optimizely technical and development

Although Opticon 2022 was very focused on the customer experience, there were some great takeaways from the technical side. You’ll find some of our key takeaways below.

Liquid templating

Liquid templating, which was introduced in October and was developed as an open-source project by Dean Barker and Mark Everard, is based on the well-known Fluid templating standard. One of the most widely used templating frameworks is Fluid. The advantage of Liquid is that templates can come from anywhere, making it easier for front-end developers to separate front-end and back-end code, which is increasingly important in a headless composable world. Now is the moment to jump on board because it is quite possible that demo sites will begin shipping with this as the default method of development.

Commerce roadmap

Both B2C and B2B are covered under the Commerce roadmap, which included a number of intriguing features:


  • Product Recommendations - Integrations with the already well-liked product recs features frequently utilised in B2C are coming to B2B.
  • The Commerce Cloud APIs are a more robust and comprehensive set of APIs for interacting with Commerce products, similar to the Content Delivery API.
  • Bolt Integration: A single sign-on-like speedy checkout feature that is aware of your checkout details (payment, addresses and such).
  • OptiID Integration - Hopefully, this is the platform's lone positive indicator.


Content graph

A completely new Elastic Search platform that is much more architecturally separated from the Elastic Search instances, improving stability and performance. This is based on the widely popular Graph QL specification and was created for power and flexibility. It is currently in beta with a constrained feature set.

In the upcoming years, this product will gain more functionality, and we anticipate that it will completely replace Search & Navigation with features that are on par with or superior.

Real time segmentation

Real-time segmentation, which enables client segments to be conducted on the platform in almost real time, has been a long-awaited feature for the Optimizely Data Platform (ODP). This is integrated with a variety of different platforms, including:

  • Visitor Groups - By using the ODP customer data, visitor groups enable personalised content marketing and B2C commerce. an extremely effective method of client targeting for individualised experiences.
  • Web and feature experimentation, which enables targeting to be based on real-time ODP segments. This enables a much more detailed experiment by allowing us to target experiments based on the specific information we have for clients.


With so many new features and developments Optimizely is a great option for your business, to find out more about out Optimizely website development services please contact us