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Which Digital Experience Platform is Best?

Which Digital Experience Platform is Best?

A digital experience platform also known as a DXP can provide your business with the ability to optimise digital experiences for your users. There are a range of digital experience platforms to choose from such as Optimizely, Salesforce, Adobe Experience Manager and Sitecore. In this article we are going to weigh up the pros and cons of these leading platforms to help you decide which one is right for you and your business.

A good digital experience platform should provide your business with a well-integrated and cohesive set of technologies. They are typically designed to enable delivery and optimisation of digital experiences across customer journeys. As the world moves online, it has never been more important to have a website that provides users with an excellent experience as it has a big influence on customer retention.


Optimizely, previously known as Episerver is a leading digital experience platform software that provides A/B testing amongst a whole host of multivariate testing tools. Its key function is to create excellent customer oriented experiences. Optimizely is used by a number of Fortune 500 companies and other famous brands including Uber, Spotify, The New York Times and BBC.

This platform has a large network of highly skilled and certified partners who can help develop your customer’s digital experience. The UKs first Optimizely partner Ultimedia Agency have the experience and expertise to build the right solution for you.

Pros of Optimizely

  • Great value for money
  • Easy to use
  • Customer support
  • Skilled and qualified partners available to assist
  • Excellent for A/B testing

Cons of Optimizely

  • High end pricing
  • Best results require a Optimizely Partners help


Another popular software company that offers customer relationship management services is Salesforce. Its integrated CRM platform combines aspects of marketing, sales and commerce to help you produce the best experience for every customer.

If your organisation is in need of a platform that requires little technical knowledge to set up and manage, Salesforce could be a good option for you.

Pros of Salesforce

  • Powerful CRM platform
  • Ability to add and remove features to best suit your business needs

Cons of Salesforce

  • Expensive
  • Add ons cost extra
  • Configuration is complex and interface cluttered
  • Customer support has poor reputation

Adobe Experience Manager

Adobe Experience Manager, as the name suggests is an experience managing platform. This end to end digital solution makes it possible for businesses to easily manage marketing content and assets.

This excellent platform fast tracks new apps and digital experience development. One great feature of Adobe Experience Manager is that it offers a cloud service that auto-scales within seconds, this frees up significant IT resources. Discover the pros and cons of this CMS platform:

Pros of Adobe Experience Manager

  • Great customer service
  • Excellent functionality
  • Customisable

Cons of Adobe Experience Manager

  • This platform can be difficult to use without experience
  • Inconsistent interface
  • Requires heavy IT presence throughout lifespan of the product
  • High cost


This leading digital experience software is great for customer management. It offers full control over aspects of a website allowing organisations to create seamless and personalised digital experiences. The platform is well equipped to handle a variety of digital marketing needs which can improve user experience and influence conversions.

If you are looking for simplified content creation the sitecore offers an excellent platform for just that. It is a global leader in experience management systems. Sitecore is powerful, robust and scalable with plenty of features to allow your business to get the most out of it when creating dynamic websites. Here are some of the pros and cons to consider:

Pros of Sitecore

  • Tracking and analytics
  • Personalisation
  • Content optimisation

Cons of Sitecore

  • Premium costing
  • Does not work well with certain web browsers
  • Challenging implementation
  • A/B testing difficult to use and apply

Overview of which Digital Experience Platform is best

Each of these digital experience platforms offer world leading solutions to customer relationship management. Whilst each of these platforms are excellent at what they do, weighing up their pros and cons is the first step in identifying the best one for your business.

Overall, Optimizely provides the most benefits with many users claiming it is worth the high end price if you make full use of all of its features. The best way to take full advantage of this digital experience platform is to work with an expert Partner like Ultimedia who knows how to harness all of its possibilities to improve your website.

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