Independent Total Economic Impact study finds Optimizely One delivered $5.8 million NPV over three years.
NEW YORK, Oct. 7, 2025 /PRNewswire/ — Today, Optimizely, the leading digital experience platform (DXP) provider, revealed the results of a commissioned Total Economic Impact™ (TEI) study conducted by Forrester Consulting. Forrester combined insights from five customers using products across Optimizely One to form a composite organization for the analysis. Forrester found that over three years, the ‘organization’ realized a 446% return on investment (ROI), a $5.8 million net present value (NPV), and benefits totaling $7.1 million after deploying Optimizely One with a payback period of less than six months.
Prior to implementing Optimizely One, customers reported challenges with siloed tech stacks, heavy oversight of integrations, and inconsistent customer journeys that hindered growth. With Optimizely One, enterprises achieved faster time-to-market, improved personalization, and measurable revenue gains driven by engaging customer experiences.
“Marketers are under pressure to move faster than ever, and the old way of stitching together point solutions just can’t keep up,” said Shafqat Islam, President of Optimizely. “Optimizely One was built for this moment. The Forrester study underscores how bringing content, data and AI together in one operating system doesn’t just simplify marketing, it creates measurable value. And with Opal now offering the industry’s most advanced agent orchestration capabilities, we’re giving marketing teams the tools to work smarter, scale faster and focus on creativity over complexity.”
The study detailed several areas where organizations saw significant impact:
- Engaging digital experiences drove stronger customer outcomes. With Optimizely One, organizations saw a 5% increase in digital session visits and an 8% lift in digital conversions. By the third year, that translated into more than $40.3 million in incremental revenue—directly tied to faster-loading sites, improved SEO rankings, easier navigation, and AI-powered personalization that matched customers with the right content and products.
- Data analysts delivered 30% more value with Optimizely Analytics. Analysts gained greater visibility across KPIs in a single dashboard and were able to quickly share insights with teams, accelerating time to market for changes in digital experiences. By the third year, this improvement translated into $3 million in additional annual revenue, proving the power of data when it’s centralized and actionable.
- Developer and marketer productivity accelerated. Developers saw 40% gains thanks to flexible CMS templates and easier integrations, while content marketers achieved 35% productivity improvements. Even marketers working on non-digital campaigns reported a 50% productivity lift with Optimizely’s Content Marketing Platform. Across the organization, these gains equated to nearly $1 million in value over three years, freeing teams to spend less time wrangling systems and more time innovating.
- Legacy system costs fell as outdated tools were retired. By consolidating onto Optimizely One, the composite organization recaptured $800,000 in costs over three years. Beyond budget savings, this also reduced the complexity of managing multiple overlapping solutions, streamlining operations and paving the way for future AI-driven improvements.
According to the VP of digital experience at a manufacturing organization included in the interview process, “Capability-wise, Optimizely ended up having everything we wanted compared to its competition. It wasn’t simply a cost decision—although the cost was better for us. The capabilities and assessment of it we did put it clearly on top.” A principal of digital growth at a leasing company shared that their website “performs better because you have real data behind [it] that’s validated and makes the case [that] change is better for the business’ bottom line. When you start calculating the dollar value impact, business leaders sit up and take notice.”
The Forrester study also cited unquantified benefits, including improved employee experience from enhanced collaboration, and the promise of agentic AI capabilities in Optimizely’s Opal product to automate optimization planning, testing, and insights delivery.
To access a complimentary copy of Optimizely’s TEI study and calculate your own ROI – https://www.optimizely.com/insights/forrester-tei-dxp/
About Optimizely
Optimizely is on a mission to make the lives of marketers better with Optimizely One, the world’s first operating system for marketing teams. Optimizely One combines industry-leading solutions across content management, content marketing, experimentation, commerce and personalization, powering every stage of the marketing lifecycle through a single, AI-accelerated workflow. With the flexibility of a fully composable platform, Optimizely is proudly helping global brands like Salesforce, Zoom and Toyota create content with speed, launch experiments with confidence, and deliver experiences of the highest quality. Learn more at optimizely.com.
Optimizely and Optimizely One are the trademarks of Optimizely North America Inc., and are registered (or registrations are pending) in the US, EU, UK and other countries. All third-party trademarks cited are the property of their respective owners and are used only for reference purposes.
SOURCE Optimizely