The Key Benefits of Upgrading to Optimizely CMS 12

Introduction

In 2022, Optimizely introduced version 12 of their Content Management System (CMS). Initially, it faced challenges with bugs and incomplete features, making it less ideal for immediate adoption. However, over the past two years, the platform has undergone significant enhancements, addressing the initial issues, adding missing features, and refining existing functionalities. Today, Optimizely CMS 12 has evolved into a stable, robust solution, ready to meet the diverse needs of businesses and developers alike.

Key Differences Between CMS 11 and CMS 12

Performance Gains

CMS 11 was built on .NET Framework 4.6.1 and above, whereas CMS 12 leverages ASP.NET Core (starting from .NET 5). This upgrade results in noticeably faster load times for websites and applications, providing a smoother experience for end-users and reducing server resource consumption. By reducing the time it takes for a page to load, CMS 12 ensures that users remain engaged and encourages users to interact more with the content, resulting in higher CTRs. This is particularly important for businesses relying on online advertising or e-commerce, where every click can represent a potential lead or sale.

Enhanced Security

.NET Core offers superior support for industry-standard security protocols, making it easier and more cost-effective to develop secure applications. This means businesses can ensure robust security measures are in place without a significant increase in development effort or cost.

Improved integration

Optimizely has a growing number of connections with both Optimizely’s suite of tools and external applications. integration with those tools and applications can automate repetitive tasks, simplify data management, and improve collaboration across teams. This results in streamlined editorial workflows, reduced manual effort, and significant time and cost savings.Many of those integrations are available only in version 12 of the CMS, as the previous version is no longer actively developed.

Ongoing Support

Optimizely has shifted its focus to supporting CMS 12, with version 11 now only receiving critical updates. Delaying the upgrade to CMS 12 could lead to increasing technical debt and higher future costs, making it more prudent to transition sooner rather than later.

Cross-Platform Flexibility

CMS 12 breaks free from the Windows-only limitation of its predecessor. It is now fully cross-platform, allowing deployment on Linux and macOS in addition to Windows. This flexibility opens up new possibilities for hosting and development environments, enabling businesses to choose the best platform for their needs.

Improved Editor Experience

The user experience (UX) in CMS 12 has seen a substantial overhaul. The CMS now features a redesigned interface that is more intuitive and user-friendly. Several features that were previously experimental have been integrated into the core product, making backend customization faster and more straightforward. For instance, the new version has eliminated the need for iframes when extending the UI, and it now supports modern frameworks like React and Vue.js.

Developer Satisfaction

.NET Core is recognized for its developer-friendly improvements, offering better tooling, simpler project structures, and enhanced performance. This has led to a growing community of developers with expertise in ASP.NET Core, ensuring a larger talent pool for businesses. As more developers migrate to .NET Core, the availability of skilled professionals for CMS 12 projects will continue to increase, making it easier to find and hire the right talent.

What does all of this mean for you as a marketer?

Continuous Improvement and Innovation

The primary advantage of upgrading to CMS 12 is the ongoing support and active development from the Optimizely team. Continuous support ensures quicker fixes for critical bugs and security issues, keeping your site secure and reliable.

Furthermore, every new addition to the Optimizely ecosystem will be fully supported in CMS 12, ensuring that your marketing operations can seamlessly adapt to the latest tools and features. The evolving Optimizely applications will continue to have critical integrations, ensuring that your marketing strategies are always aligned with the latest technological advancements.

Adaptation to Market Changes

The market and technology landscape are constantly evolving. Ongoing support allows your application to adapt to these changes by integrating new technologies, features, and functionalities that keep your business competitive and attractive to customers. This is also important in the long run, as postponing it could lead to increased costs and prolonged service downtime. With regular updates and support, your application remains future-proof, meaning it can easily adapt to new technologies and market trends. This adaptability helps maintain a competitive edge, attracting more customers and driving sales.

Faster load times and improved user experience.

New version has better performance that leads to improved load times, which can significantly boost your click-through rates (CTR) and overall user experience. When a website loads quickly, visitors are more likely to stay and explore. Conversely, slow load times can frustrate users, leading them to leave the site (a "bounce") before engaging with any content. High bounce rates directly reduce the number of potential customers interacting with your products or services.

Faster websites provide a smoother, more seamless experience, reducing friction in the buyer's journey. This can lead to more visitors progressing through the sales funnel, from browsing to purchasing. 

Additionally a fast, responsive website makes it easier for users to navigate, find information, and interact with content. This positive user experience increases the likelihood that visitors will engage with the site, spend more time on it, and explore multiple pages—all of which increase the chances of a sale.

SEO Benefits

Search engines like Google prioritize websites that load quickly and offer a good user experience. Higher rankings in search results mean more organic traffic, which increases the number of potential customers visiting your site. More visitors can lead to more sales.

What about editor experience?

The improvements that benefit sales and marketing teams are equally valuable for editorial staff who interact with the CMS daily. The primary focus in this area is on increasing productivity and reducing frustration, which directly enhances the overall user experience for editors.

In Optimizely CMS 11, the outdated user interface (UI) often caused frustration during routine editorial tasks. For example, working with nested blocks or data items was cumbersome and time-consuming. In CMS 12, these challenges have been significantly addressed. Editors can now seamlessly edit nested items within the scope of the parent content, without leaving its context, making the process much more intuitive and efficient.

The introduction of a unified menu and streamlined plugins has also increased productivity by reducing the time spent navigating the CMS. Editors can now find their way around more easily, allowing them to focus more on content creation rather than figuring out the system.

Additionally, CMS 12 offers a unified design for UI elements, providing a consistent and modern look and feel throughout the platform. This consistency not only enhances usability but also reduces the learning curve for new users, making it easier for teams to adopt the platform.

The help and support features have been enhanced as well, with improved help overlays and the addition of help icons beside all properties. Although this feature was present in the previous version, the improvements now make it easier for editors to access guidance directly within the CMS, reducing the need for external support and enabling quicker resolution of any issues they encounter.

Conclusion

Upgrading to Optimizely CMS 12 is not just a technical decision—it’s a strategic move that can significantly benefit your business. With its performance enhancements, security improvements, cross-platform capabilities, and improved user and developer experiences, CMS 12 offers a compelling reason to make the switch. Don’t let technical debt accumulate by sticking with outdated technology; upgrade to CMS 12 and position your business for future growth.

At Bright IT, we specialize in seamless migrations and custom solutions to ensure your transition to Optimizely CMS 12 is smooth and hassle-free.

Need expert guidance? Reach out to our team today to discuss how we can help you take full advantage of CMS 12's powerful features and keep your business ahead of the curve.

Contact us now to start your upgrade journey!