But when you're rolling out a new platform, it’s easy to focus on front-end design and overlook a critical success factor: Editor Experience (EX).
That’s a mistake.
Content teams are the engine behind every digital touchpoint. They need to work fast and smart, but many still wrestle with clunky, manual workflows that slow them down. In a world of zero-click search and AI summaries, most people won’t even see your homepage - they’ll see a snippet. And that snippet still needs to be brilliant.
This is why EX matters. Your DXP should work for your teams, not against them.
Today’s editors are expected to:
Deliver high-quality, personalised content at speed
Optimise for every channel - web, mobile, app, email
Keep up with SEO, GEO, shifting markets, and tech changes
Turn data into action, quickly
If your CMS is clunky or outdated, your teams are already behind. Publishing becomes slow. Collaboration is messy. Quality suffers. That’s not sustainable - and it’s not necessary.
We work with Optimizely because they get this. They’ve built a platform that puts editors first.
Here's how:
1. Smarter, faster content creation
Optimizely’s AI capabilities help with everything from content ideas to SEO. It handles tagging, formatting, and even suggests what’s likely to perform best. That means faster production, less guesswork, and stronger results.
Why it matters: Less admin. More impact.
2. A UI that works like your team does
Real-time previews. Drag-and-drop editing. Clean interfaces. No jargon, no fuss. Your team doesn’t need to be technical to do great work.
Why it matters: Less friction. More confidence.
3. Built for Collaboration
Optimizely’s workflows are streamlined. Review cycles are built in. Permissions make sure the right people have access to the right things - wherever they are.
Why it matters: Less chaos. More control.
4. One piece of content, all channels
Create once, publish everywhere. Optimizely’s CMS makes it easy to reuse and adapt content across platforms - without starting from scratch.
Why it matters: Less duplication. More consistency.
5. Data-driven improvements
Built-in A/B testing, heatmaps, and performance tracking give editors real feedback - fast. They can tweak layouts, test headlines, and prove what works.
Why it matters: Less opinion. More results.
If you want faster campaigns, stronger engagement, and a better return on your DXP investment, start here:
Choose a DXP that puts editors first
Look for intuitive interfaces, built-in workflows, and automation tools that actually help.
Automate the boring stuff
Tagging, formatting, approvals - get those off your team’s plate with smart automation.
Use your data
Measure what works. Optimise it. Repeat.
Equip your team
Give them tools that make it easy to experiment, personalise, and scale.
The way we build and deliver content is shifting. Fast. As AI-driven search grows and user behaviour changes, the need for high-quality, structured, fast content will only increase. Businesses that focus on EX will move quicker, reduce costs, and create better digital experiences across the board.
Optimizely is already ahead of the curve - and so are the clients using it properly.
If your teams are frustrated, your platform isn’t doing its job. The right DXP, configured the right way, should feel intuitive, supportive, and empowering.
We help clients get there faster by simplifying the tech and improving how teams work with it.
Let’s talk about how Optimizely can make content easier to create, manage, and optimise - today and in the future.