Optimizely One delivers 446% ROI & USD $7.1M in benefits

Optimizely has published the findings of an independent Total Economic Impact study conducted by Forrester Consulting into the deployment of its Optimizely One digital experience platform.

The three-year study, based on customer interviews and consolidated data into a composite organisation, revealed users experienced a return on investment of 446%, with a net present value (NPV) of USD $5.8 million and overall benefits totalling USD $7.1 million over the period. According to the Forrester analysis, companies deploying Optimizely One typically achieved payback in under six months.

Organisations reported that before the deployment of Optimizely One, they faced difficulties linked to siloed technology stacks, the complexity of integration oversight, and inconsistent digital experiences, all of which impaired growth and efficiency. The introduction of the platform was noted to improve speed to market, enhance personalisation, and drive measurable increases in revenue by delivering more 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. 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," said Shafqat Islam, President of Optimizely. 

The study identified several areas where the implementation of Optimizely One produced notable results.

Digital engagement

Enterprises utilising Optimizely One reported a 5% rise in digital session visits and an 8% improvement in digital conversions. By the third year of adoption, these gains corresponded with over USD $40.3 million in incremental revenue. Forrester attributed these outcomes to enhanced site loading speeds, better search engine optimisation rankings, redesigned navigation, and more accurate AI-powered content personalisation.

Data analytics

Using Optimizely Analytics, companies' data analysts delivered 30% more value, attributed to greater visibility across key performance indicators via unified dashboards. These improvements allowed teams to act more swiftly on insights and make timely changes to digital touchpoints. The study calculated that by the third year, this drove an additional USD $3 million in annual revenue for the composite organisation.

Productivity increases

For development teams, Forrester found a 40% productivity increase owing to the platform's flexible content management system templates and simplified integration capabilities. Content marketers experienced productivity gains of 35%, while even those handling non-digital campaigns saw a 50% improvement when using the Content Marketing Platform. Together, these efficiencies were valued at nearly USD $1 million over three years, resulting in reduced time spent on system management and allowing more focus on core tasks.

Reduced costs

Adopting Optimizely One enabled organisations to retire older, redundant digital marketing tools, recouping around USD $800,000 in costs over three years. Beyond direct savings, this consolidation minimised the operational complexity of managing multiple platforms and prepared organisations for the adoption of future AI-driven solutions.

The vice president of digital experience at a manufacturing firm participating in the evaluation remarked: "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 who also contributed to the study said: "[Our] 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 TEI report referenced additional, unquantified benefits observed by organisations, such as improved employee experience due to enhanced collaboration and the potential for agentic AI within Optimizely's Opal tool to automate optimisation planning, testing, and delivery of insights.