Optimizely vs WordPress 2025 — which CMS actually makes content easier to manage?

Optimizely (formerly EPiServer) has been a go-to for enterprise websites for years: powerful, feature-rich, and… notoriously complicated. WordPress, by contrast, is everywhere — flexible, intuitive, and much easier for content teams to manage. But in 2025, which CMS actually makes life simpler for teams? We broke it down.

1. Cost: enterprise license vs open source

Optimizely:

• Enterprise licenses can cost tens of thousands per year.

• Additional modules or integrations add more costs.

• Requires dedicated developers for maintenance and upgrades.

WordPress:

• Open source, free to use.

• Plugins and premium themes can add costs but generally remain far cheaper than Optimizely.

• Most teams can handle updates without specialized developers.

Verdict: WordPress is the clear winner for budget-conscious teams. Optimizely only makes sense if your enterprise needs justify the license and support costs.

2. Ease of use: content teams vs developers

Optimizely:

• Robust editing capabilities but complex workflows.

• Content creators usually need training.

• Enterprise workflows and approvals add friction.

WordPress:

• Intuitive block editor and drag-and-drop interfaces.

• Content teams can manage blogs, pages, and products independently.

• Updates and media uploads are straightforward.

Case in point: We helped Apollo to migrate 800+ products from Optimizely to WordPress. While the migration required custom scripts due to dynamic API-driven product pages, the content team’s day-to-day experience post-migration became far easier.

Verdict: WordPress wins for ease of use and empowering non-technical teams.

3. Flexibility and integrations

Optimizely:

• Enterprise-ready integrations (CRM, ERP, marketing automation).

• Handles headless CMS setups well.

• Adding new features often requires developer support and license approvals.

WordPress:

• Vast ecosystem of plugins and APIs.

• Can handle headless setups, though complex dynamic content may need custom scripts.

• Fast implementation for new features and integrations.

Verdict: WordPress is more agile; Optimizely excels at large-scale, enterprise-grade integrations.

4. Scalability and performance

Optimizely:

• Built for high-traffic enterprise websites.

• Handles large content and product catalogs efficiently.

WordPress:

• Can scale with proper hosting, caching, and database optimization.

• Large product catalogs may require careful planning and custom migration scripts (like Apollo’s case).

Verdict: Optimizely has the edge for massive, highly complex sites; WordPress scales well for most businesses with the right setup.

5. SEO and discoverability

Optimizely:

• Enterprise SEO tools are available but require developer configuration.

• Dynamic product pages in headless setups need custom crawling strategies.

WordPress:

• SEO-friendly out of the box, with plugins like Yoast and Rank Math.

• Crawlers handle most content well; dynamic content may still require scripts.

Verdict: WordPress is friendlier for marketers; Optimizely requires developer support for advanced SEO.

6. Content distribution and social publishing

Optimizely:

• Built-in tools and integrations for publishing content directly to multiple social platforms.

• Enterprise features allow scheduling, automated workflows, and multi-channel campaigns from the CMS.

• Ideal for teams managing consistent messaging across multiple channels.

WordPress:

• Can publish to social via plugins (e.g., Jetpack, Buffer, Hootsuite), but functionality depends on third-party tools.

• Social distribution often requires additional setup or subscriptions.

• Works fine for smaller teams, but less streamlined for enterprise-scale publishing.

Verdict: Optimizely wins for native social content workflows and multi-channel distribution. WordPress is flexible but relies on plugins or external tools.

The takeaway

• WordPress: Best for teams prioritising cost efficiency, ease of use, and flexibility. Perfect if you want content teams to manage updates without relying on developers.

• Optimizely: Best for large enterprises with complex workflows, integrations, and huge content/product catalogs, where licensing and developer support aren’t an issue.

Apollo’s story illustrates this perfectly: migrating 800+ products from Optimizely to WordPress kept the front-end consistent, empowered the content team, and reduced costs, while complex scripting handled the headless CMS challenges behind the scenes.

WordPress is a practical, scalable alternative to Optimizely for teams who want power without the complexity.