Axiell - Optimizely Integration and Automation

Common Integration Use Cases Between Axiell and Optimizely

1. Publish curated collection content from Axiell to Optimizely-powered public sites

Data flow: Axiell ? Optimizely

Museums, libraries, and archives can push approved object records, exhibition details, and collection stories from Axiell into Optimizely-managed websites and campaign pages. This ensures public-facing content stays aligned with authoritative collection metadata while reducing manual re-entry by web teams.

• Automatically sync item titles, descriptions, dates, and rights information
• Support faster launch of exhibition microsites and digital galleries
• Reduce content errors by using Axiell as the source of truth

2. Personalize digital experiences using collection and audience context

Data flow: Bi-directional

Optimizely can use content attributes from Axiell, such as collection type, era, theme, or location, to personalize website experiences for different visitor segments. In return, engagement data from Optimizely can help content teams understand which collection topics attract the most interest and refine future digital programming.

• Show different featured collections based on visitor interests
• Tailor homepage banners for education, donor, or general audience segments
• Use engagement insights to guide curation and content planning

3. Accelerate exhibition and campaign launches with synchronized asset and metadata workflows

Data flow: Axiell ? Optimizely

When a new exhibition or campaign is approved in Axiell, key metadata can be sent to Optimizely to populate landing pages, event pages, and promotional content. This helps marketing and digital teams launch campaigns faster while maintaining consistency across channels.

• Reuse approved object metadata for campaign pages
• Reduce dependency on manual copywriting and content duplication
• Improve coordination between curators, marketers, and web editors

4. Keep digital preservation and public presentation aligned

Data flow: Bi-directional

Axiell can provide authoritative preservation records and digital object references to Optimizely, while Optimizely can return usage and interaction data for digital exhibits and published assets. This supports governance by ensuring public content reflects preserved records and helps institutions understand how digital materials are being used.

• Link preserved digital objects to public exhibit pages
• Track which assets are most viewed or reused online
• Support compliance and auditability for published cultural content

5. Improve search and discovery on public heritage websites

Data flow: Axiell ? Optimizely

Axiell collection metadata can feed Optimizely search and navigation experiences so visitors can discover items by period, creator, subject, or collection type. This creates a more usable public interface and reduces the burden on web teams to manually maintain taxonomy and filters.

• Populate faceted search and browse pages from collection metadata
• Keep taxonomy and classification consistent across systems
• Improve visitor discovery of archival and museum content

6. Optimize donation, membership, and event conversion journeys

Data flow: Optimizely ? Axiell

Optimizely experimentation can test different calls to action, page layouts, and content placements on donation, membership, or event registration pages linked to Axiell-managed collections and exhibitions. Performance results can then inform which collection stories or exhibit themes should be highlighted more prominently in Axiell-driven content feeds.

• A/B test donation and membership page variants
• Measure which collection narratives drive engagement and conversion
• Use winning variants to improve campaign performance across departments

7. Streamline rights-managed media publishing for public access

Data flow: Axiell ? Optimizely

Axiell can provide rights status, usage restrictions, and approved media references to Optimizely so only publishable images, documents, and digital objects appear on public pages. This reduces legal and operational risk while enabling faster publication of compliant content.

• Prevent unauthorized assets from being published online
• Display rights and attribution details consistently
• Support controlled reuse of digitized heritage materials

8. Use web analytics to inform collection digitization priorities

Data flow: Optimizely ? Axiell

Optimizely engagement data can be shared back to Axiell to show which collections, topics, or digital exhibits generate the most traffic, time on page, and conversions. Collection managers can use this insight to prioritize digitization, enrichment, and storytelling efforts based on audience demand.

• Identify high-interest collections for deeper digitization
• Guide metadata enrichment based on visitor behavior
• Align preservation and public access investments with audience needs