OpenText Core Experience Insights - Optimizely Integration and Automation

Common Integration Use Cases Between OpenText Core Experience Insights and Optimizely

1. Experiment performance feedback loop for A/B and multivariate testing

Data flow: Optimizely to OpenText Core Experience Insights, then OpenText Core Experience Insights back to Optimizely

Use Optimizely to run experiments on page layouts, calls to action, content placement, or personalization rules, then send experiment exposure and conversion events into OpenText Core Experience Insights for deeper behavioral analysis. OpenText Core Experience Insights can reveal how users interact beyond the primary conversion metric, such as scroll depth, repeat visits, feature adoption, and drop-off patterns. Those insights can then be used to refine future Optimizely test hypotheses and prioritize the next round of experiments.

• Improves test quality by adding behavioral context, not just conversion outcomes
• Helps product, marketing, and UX teams identify which variants drive sustained engagement
• Supports a continuous optimization cycle based on actual user behavior

2. Personalization strategy optimization based on real usage patterns

Data flow: OpenText Core Experience Insights to Optimizely

OpenText Core Experience Insights can identify which content types, journeys, or application features are most used by different user segments. That data can be fed into Optimizely to shape personalization rules and audience targeting. For example, if a segment consistently engages with technical documentation but abandons long-form product pages, Optimizely can personalize the experience to surface concise summaries, guided demos, or relevant proof points.

• Aligns personalization with actual user behavior instead of assumptions
• Increases relevance of content and offers for key audience segments
• Helps digital teams prioritize personalization efforts where impact is highest

3. Content engagement analysis for CMS-driven experimentation

Data flow: Optimizely to OpenText Core Experience Insights

When Optimizely is used with a CMS to test content variations, experiment metadata and user interaction data can be sent to OpenText Core Experience Insights to measure which content structures drive adoption and engagement. This is especially useful for enterprise content teams managing product pages, knowledge articles, onboarding content, or internal portals. OpenText Core Experience Insights can help determine whether users are actually consuming the content that Optimizely is promoting.

• Validates whether content experiments improve real engagement, not just clicks
• Supports editorial and content governance decisions with usage evidence
• Helps content teams standardize high-performing page patterns

4. Digital workplace adoption improvement for internal portals and employee journeys

Data flow: Bi-directional

For employee-facing portals, OpenText Core Experience Insights can track adoption of internal tools, knowledge articles, and self-service workflows, while Optimizely can test different layouts, navigation structures, and messaging to improve task completion. The combined solution helps HR, IT, and internal communications teams understand where employees struggle and rapidly test improvements. This is valuable for onboarding portals, policy hubs, service desks, and intranet experiences.

• Reduces friction in employee self-service journeys
• Improves adoption of internal applications and content
• Creates a measurable process for improving digital workplace experiences

5. Conversion optimization for customer journeys with post-click behavior analysis

Data flow: Optimizely to OpenText Core Experience Insights

Optimizely can optimize landing pages, lead forms, and product discovery flows, while OpenText Core Experience Insights can analyze what happens after the initial conversion event. This helps teams understand whether users who convert on a form or click through a campaign actually continue engaging with the product, content, or service. It is useful for marketing and sales operations teams that need to distinguish between shallow conversions and high-quality engagement.

• Improves lead quality assessment and downstream journey analysis
• Identifies which experiments create durable engagement
• Helps optimize for business outcomes beyond form fills or clicks

6. Audience segmentation refinement using engagement analytics

Data flow: OpenText Core Experience Insights to Optimizely

OpenText Core Experience Insights can segment users based on behavior such as frequency of visits, content categories consumed, feature usage, or abandonment points. Those segments can be passed into Optimizely to create more precise experiment audiences and personalization rules. This allows teams to test different experiences for new users, power users, inactive users, or high-intent visitors.

• Improves targeting accuracy for experiments and personalization
• Enables more relevant experiences for distinct user groups
• Supports data-driven audience strategy across marketing and product teams

7. Executive reporting on experience optimization outcomes

Data flow: Bi-directional

OpenText Core Experience Insights can provide ongoing engagement and adoption metrics, while Optimizely contributes experiment results and uplift data. Together, they create a unified reporting view for digital experience programs, showing not only what was tested but also how those changes affected real user behavior over time. This is valuable for executive stakeholders who need clear evidence of ROI from optimization initiatives.

• Combines experimentation results with long-term engagement trends
• Improves visibility for digital transformation and CX programs
• Supports prioritization of future optimization investments