Episerver acquires Optimizely

This is the third-largest acquisition of Episerver since the acquisition of Insight Partners in 2018

The trading platform, CMS and Digital Experience Episerver announced today that they have entered into an agreement to acquire the delivery and testing service provider Optimizely at an unknown price. The transaction is expected to be completed in the fourth quarter, provided the companies continue to operate independently.

Big acquisitions. This is the third-largest acquisition of Episerver since its acquisition by Insight Partners in 2018. Last year, Episerver Idio, the analytics and personalization provider, selected Insite Software, a retail provider specializing in manufacturing and distribution.

Founded in 2009, Optimizely offers a range of digital experimental technologies, including A / B and multivariate testing. Customers include eBay, Gap, Hewlett Packard, IBM, Microsoft, and The Wall Street Journal.

No changes for Optimizely customers. We asked Justin Anovick, Episerver’s product director, what the acquisition would mean for Optimizely’s existing customer base. ‘We have no legal intention to change [existing relationships]. Your best customers have created their own CMS or business mechanisms. Do we want to replace something like this? No. It would be stupid of us to do that because people are in different parts of the digital journey and we do not take it all or not. “

He explained that the benefit for Episerver customers would be close integration with Optimizely.

Tests, goals, and recommendations. What does Optimizely add to the AI-powered and automated content recommendations already built into Episerver’s digital experience platform? “The ideal way to conduct general experiments is to set goals, tests, and recommendations,” he said. ‘This is more manual; there is some automation, but not as much as we spend on content and product recommendations. If someone wants to use Optimizely, they will receive the three sheets as soon as our features are included in the package. “

Experimentation and results go together, Anovick said. “One thing we build as a test point is what we call ‘results-oriented design.'” Let marketers see what is needed from a content perspective through content recommendations and experiments to perform. ‘

Why do we care?

 There is no doubt that providers in the space, as traditional e-commerce develops to offer digital channel experiences, need to differentiate their offerings.

The combination offers a unique differentiation system:

Encourage innovation: conduct better experiments with prefabricated configurations and back-end logic, with easy-to-use recommendations, higher revenue, productivity, and cost savings.

• Increase flexibility: Receive responses in real-time, accelerate collaboration and create more responsive customer experiences for better lead generation and faster marketing times.

• Improve results: by measuring the results of different options, digital teams can orchestrate unique digital experiences for each customer on a scale, driving transformation, customer engagement, and brand differentiation.

“To win in today’s digital world, you need to provide the best and most personal digital experiences,” said Jay Larson, CEO of Optimizely. “Episerver and Optimizely have a shared vision to optimize each customer’s point of contact through experimentation. Together, we enable our customers to do more testing in more places, easier than ever. We believe it. Part of the competition and acquiring customers in an online world. By combining creation and optimization, we hope to build a new community of leaders in the digital experience. “

Transaction details

Subject to normal closing conditions and the acquisition of regulatory approvals, the acquisition is expected to be completed in the fourth quarter of 2020. The companies will continue to work independently until they close.

Episerver is a private portfolio company of Insight Partners, which was acquired in 2018 for $ 1.16 billion. They acted as strategic consultants and sponsors for the acquisition of Optimizer by Episerver, as well as the 2019 acquisitions of the leading B2B trading company Insite Software e Idiomas, a provider of analytics and personalization. With Optimizely, Insight Partners offers the leading Episerver product. Similarly, Goldman Sachs & Co. LLC the exclusive financial advisor of Optimizely.

Episerver and Optimizely will hold a joint analyst and press conference on September 3, 2020, at 10:00 PT / 13:00. ET to discuss the details of this transaction.

About Optimizely

Optimizely’s leading platform offers a complete set of technologies to enhance digital experiences, including personalization and AI experimentation, including A / B testing, multiple testing, and control-side testing. We eliminate assumptions by allowing brands to offer relevant data-based experiences. The world’s largest brands have chosen Optimizely to win and compete in the digital economy, including Gap, StubHub, IBM, The Wall Street Journal, and many more. Visit optimizely.com for more information.

About Optimizely (Episerver)

Our goal is to help the people of Optimizely (Episerver) unlock their digital potential. With our leading digital experience platform (DXP), our teams provide the tools and information they need to create and optimize in new and new ways. Reliable data-driven companies can now work to create hyper-personal experiences. Creating advanced solutions has never been so easy. Optimizely’s more than 900 partners and more than 1100 employees in offices around the world are proud to help more than 9 000 brands, including Toyota, Santander, eBay, KLM, and Mazda, to enrich their customers value for life and increase sales. Increase and develop your brands.

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